Comm. 287 Lectures 1-3
Comm. 287 Lectures 1-3 287
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This 5 page Class Notes was uploaded by an elite notetaker on Thursday October 2, 2014. The Class Notes belongs to 287 at University of Massachusetts taught by Sut Jhally in Fall2014. Since its upload, it has received 70 views. For similar materials see Advertising as Social Comm in Communication at University of Massachusetts.
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Date Created: 10/02/14
Why Study Advertising 10214 455 PM The Power of Advertising Material objects offer instant access to the world of desire eroticism and love If you don39t have a way of understanding the world of advertising and marketing you can39t understand society o It makes up the fabric of society If it didn39t work it wouldn39t be there How do we understand and get some analytical distance from subject matter that is so familiar and so much fun o You have to stop being consumers in this culture to become scholars of this culture Advertising has colonized and invaded public space o It has become the dominant voice in our society Media Systems 2 Many media systems function in this society to create an audience that is sold to advertisers 2 CBS makes 100 of its funds through advertisements Movies 2 Product placement 2 Advertising is firmly entwined in movies because the audience is a captive audience Television 2 Ads are within programs Culture 2 Sponsored by corporations 2 Art galleries museums symphonies etc Sports 2 Ads behind home plate in baseball 2 A pitch can be sponsored by a company Education 2 Curriculum material is sponsored by advertisers and marketers 2 Buses hallways etc 2 Schools have contracts with food companies for vending machines Facebook 0 Branding is part of the friending process the more friends you have the better brand representative 0 The search for popularity 0 On college campuses there are brand evangelists Karl Marx The wealth of societies in which the capitalist mode of production prevails appears as an immense collection of commodities His major contribution was as an analyst of capitalism 0 He wanted to understand how capitalism was different to feudalism and how society worked before o The difference is quantitative the number of things that can be produced and are available Capitalism is truly a revolutionary society 0 It39s a society that is in constant transformation to do more and grow All that is solid melts into air Communist Manifesto o All that we think of as permanent melts into air because it is constantly being transformed to create capital Once the immense collection of commodities have been produced they also have to be sold 0 Without consumption of products capitalism is dead 0 Invention of advertising industry to boost consumption The function of advertising is to make sure people keep buying the products through stimulation 0 Recruit the best creative talent of the society to create a culture where desire and identity is fused with commodities Individuals think of themselves within the society Fetishism of commodities Advertising becomes so important to keep commodities selling that advertising pervades into every nook and cranny of our society Capitalism amp Advertising Biggest propaganda effort in history to alter public consciousness Over 250 billion is spent on advertising in the US every year 0 Globally over 600 billion is spent on advertising Much greater material and creative resources are expended on ads than on the surrounding programs or editorial content Today it is messages about the immense collection of commodities that dominates the way society appears In societies where modern conditions of production prevail all of life presents itself as an immense accumulation of spectacles Everything that was directly lived has moved away into a representation Guy DeBord The Society of the Spectacle To understand this hyper commerciaized world we have make sure we ask the right question about the power of advertising 0 The wrong question Does a particular advertising campaign increase sales of that particular product or brand This is the right question for the actual brand to ask but not for us to ask 0 The right questions Is advertising powerful from a cultural perspective How does advertising influence how we think about ourselves about the world about what is good and bad right and wrong How does advertising influence our values and our identities The Propaganda of Commodities o All needs are satisfied through the purchase of a product 0 Can only think of life through objects or the marketplace The fundamental aspect of how a society is organized is economic o How resources are to be used 0 What will be stressed o What will not be stressed o Whose interests will that investment represent Requires people to think of themselves as citizens The propaganda of commodities asks us to think of ourselves as consumers of goods rather than citizens engaged in economic discussion and debate 0 Politics is boring gives those who run the system the victory o Deflection from the real world to an imaginary world The History of Diamonds Advertising talks to us about subjects that are important but it does it through a medium of things Advertising is a discourse through and about objects 0 A diamond is forever 0 Until the 1870s diamonds were a genuinely rare stone 0 In 1870 huge diamond mines were discovered in South Africa 0 The owners of the mines fearful of a drop in prices for diamonds formed themselves into a monopoly o By 1938 there was a crisis in the diamond business when sales declined around 50 o DeBeers needed to change public attitudes towards diamonds to make them have value beyond an economic standpoint What was necessary was the creation of a mass mentality in which women would perceive diamonds not as precious stones that could be bought and sold according to economic conditions or fashion but as an inseparable part of courtship and married life Edward Epstein o Hired the New York ad firm NW Ayers to persuade men to buy bigger diamonds The meaning of something is created How to Change the Meaning of Diamonds Through movies and royalty 0 Motion pictures seldom include scenes showing the selection of or purchase of an engagement ring to a girl It would be our plan to contact scenario writers and directors and arrange for such scenes in suitable productions News stories linking diamonds and love Advertising Campaign 0 E slogan created a diamond is forever 0 Since 1939 an entirely new generation of young people has grown to marriageable age To this new generation a OOOO diamond ring is considered a necessity for engagement to virtually everyone NW Ayers memo Expanded the diamond to a 10 year anniversary gift Expanded to 25 year anniversary gift Expanded to men as recipients of diamonds Expanded to women as buyers of diamonds for themselves Results of the Campaign 0 O In 1939 23 million 2007 70 billion Overall impact has been on the culture where diamonds are central to thinking about the rituals of romantic courtship The wedding tradition in countries all over the world has been transformed O O O 0 1960s no tradition of diamond engagement rings i ad campaign starts i 60 of brides had diamonds In 13 years a 1500 year old tradition had been radically altered By the start of the 21 century the total control of the DeBeers cartel was over 4 billion worth of diamonds is stored away