New MediaNew Methods

M98MCWeek 5

John KeenanJohn.keenan@coventry.ac.uk

So far

• 5 stages, 3 appeals, semiotics• Consumer culture• Targeting: demographics, psychographics,

lifestage, lifestyle, complex audience• Postmodernism: loss of metanarratives,

choice, advertising and the creation of a self

Budweiser sales fall 8.3%

Turkey TwizzlersSales Rise 32%

Fear 2.41

‘The question of whether advertising works is hard to answer because advertising effects are real but unpredictable’

Greg Myers, 1999, Ad Worlds, London: Arnold, p.4

naivety

Bill Murray

Osgood and Schramm

Levis

Stuart Hall (1973)

Encoding-Decoding Theory

Dominant

Oppositional

Negotiated

EAT

MORE

BEANS

PolysemyPreferred meaningAnchorage

healthy

temptation

Teacher’s pet

Clean teeth

food

red

Evil

West

Keeps evil away

China

green

Nature

West

Islam

Africa

ParadigmaticSyntagmatic

Our advertising is a test of what you bring to the advert – Oliviero Toscani

Roland Barthes –’the death of the author’

We must get away from the habit of thinking in terms of what the media do to people and substitute for it the idea of what people do with the media’

James Halloran

Uses and Gratifications

James Halloran (1970) cited in O’Sullivan et al, Studying the Media, 1998, London: Arnold, p.129

The number of times the white team gets has the ball

Advertising literacy

Ritson and Elliot (1995)

Adverts are an ‘advertising literacy event’

We are active seekers not passive dupes

James Twitchell – lead us into temptation

Sales of Dairy Milk up 9%

1 week – 500,000 views

70,000 Facebook site

‘Advertising is the most influential institution of socialisation in modern society:it structures mass media content;

it seems to play a key role in the construction of gender identity;

it impacts on the relation of children and parents..;it dominates..political campaigns..;

it controls some of our most important cultural institutions such as sports and popular music;

and it has in recent years become a favourite topic of everyday conversation’Sut Jhally, The Codes of Advertising, 1997, p.1

L’Oreal

Intel

PC World

McDonald’s

Danone

Maybelline

Today..

1. Theoretical Account

i Identity

Ii Metanarratives

Iii Simulacrum and hyper-reality

Iv Trust

2. Style:

i Refusal of meaning

ii irony

iii bricolage

iv pastiche

v intertextuality

Postmodernism is both an aesthetic style and a theoretical accountJohn Fiske, Postmodernism and Television, Chapter 3 in Mass Media and Society, 2nd Edition (1996), London: Arnold, p.58

‘Culture and commerce are now fully intertwined’

Davidson M, The Consumerist Manifesto, 1992, London: Routledge, p.191

‘The self is a symbolic project, which the individual must actively construct out of the available symbolic materials’

Elliot, and Wattanasuwen p.131

Advertising and the post-modern condition

Hyper-reality

Jean Baudrillard

‘Our society is image saturated…In one hour’s television viewing one of us is likely to experience more images than a member of a non-industrial society would in a lifetime…we live in a postmodern period when there is no difference between the image and other orders of experience’

John Fiske, Postmodernism and Television, Chapter 3 in Mass Media and Society, 2nd Edition (1996), London: Arnold, p.56

Postmodernism: hyper-reality

There is no authentic reality for us to experience

New York

Postmodernism: hyper-reality

image=reality; reality=image

Postmodernism: simulacrum

Images escape referentiality

a copy of a copy of a copy - no original

Simulacra = the image has no relation to any reality whatsoever

Postmodernism: refusal of meaning

2. New styles of advertising : Intertextuality

Think

‘Postmodern images…not only escape referentiality and ideology, also escape textual discipline exerted by organising concepts such as genre, medium or period. They can be and are culled from any genre, any medium, any period’ John Fiske, Postmodernism and Television, Chapter 3 in Mass Media and Society, 2nd Edition (1996), London: Arnold, p.57

2. New styles of advertising: bricolage

2. Postmodernism: pastiche

The shift is not one of significance but spectacleJohn Fiske, Postmodernism and Television, Chapter 3 in Mass Media and Society, 2nd Edition (1996), London: Arnold, p.58

New Media

Source: Ofcom 2005-10

5 years

1. The digital age

1981

=

1. The digital age

=0011001010

E.g. cd

=

1. The digital age

Optic-fibre cable

1. The digital age

4G

Advertising is dead….

Long live advertising

1. Go Global2. Focus on PR3. Go below the line4. Go online5. Direct marketing6. Sponsorship7. Buzz8. Viral9. Banned10.Don’t advertise11.Go guerilla

‘One sight, one sound, one sell’

Coca-colaization(Hannerz, 1992:p.217 cited in Howes D, Cross-Cultural Consumption,1996,London: Routledge, p.3)

1. Global branding

Global branding

GilletteGillette

Global branding

‘Differences between Brazilian and Arab sensibilities to scantily clad men and women playing on a beach require shooting different versions of the commercial so that each version will fit local cultural values’

O’Barr, 1994: p.200

..

Global branding

Now a brand manager has an entirely different responsibility. Their job now is to create and maintain a whole meaning system for people through which they get identity and understanding of the world. Their job now is to be a community leader

Douglas Atkin, The Persuaders, PBS

Helping people build a better world

WOMAC

Global branding

Corporate social responsibility - CSR

http://www.guardian.co.uk/business/cif-green/2010/nov/09/niger-delta-shell-crisis

Corporate memory

Nike – ‘irreverance justified’

Global branding

And the conclusion was that people whether they are joining a cult or joining a brand do so for exactly the same reasons they need to belong they want to make meaning we need to figure out what the world is all about and we need the company of others.

Douglas Atkin, The Persuaders, PBS

Global advertising communities

Roland BarthesMythologies

When you listen to brand managers talk you can get quite carried away in this idea that they actually are fulfilling these needs we have for community and transcendence but in the end it is a laptop and a pair of running shoes and they might be great but they are not actually going to fulfil these needs

Naomi Klein, The Persuaders, PBS

The Fall of Advertising and the Rise of PR

72point.com

2. PR

Travelodge

Ann Summers

Above the line

Traditional mass media

Below the line

Leaflet folder brochure catalogue timetable postcard stationery diary pelmet dummy pack wire stand clock trade figure display stand crowner sticker sample coaster ashtray shelf edging sky writing sky banner airship projection calendar CD DVD carrier bag t-shirt sweatshirt cap pullover scarf umbrella tie jacket sash towel flag playing cards matchbooks paperclips badge sticker

3: Move Below the Line

4: Move online

http://www.emarketer.com/BrowseResearch.aspx

5: personalised adverts

Sponsored link

Rich media interactive billboards

Banner ad

Loyalty card

‘The time has long passed when buying and selling was an unmediated activity that took place in a market..we are now accustomed - and often jaundiced - to commercials … homogeneous messages may be on the wane. More narrowly focused messages that are better fitted to our consuming profiles are on the rise’

O Barr, 1994: p.200

TextTill receipt

ATM

Facebook/MySpace

Google stores all the information. Acxiom uses information

6: sponsorship

Buzz marketing

2-step flow

The Alpha Pup - P-O-X

7: Buzz advertising

8: Viral Marketing

9: Get banned

10: Don’t advertise

11: Go guerilla

Advertising and Emotion

What is emotion?

Emotions are targeted by advertisers

7 innate emotions

Why are emotions targeted?

What affects emotions

What is emotion?

Cognitive

Biological

The Persuaders

Neuromarketing

Coke

From Brands to Lovemarks

www.lovemarks.com

‘Brands have run out of juice’

‘Lovemarks reach your heart as well as your mind’

‘Take a brand away and people will find a replacement. Take a Lovemark away and people will protest its absence’

Saatchi and Saatchi

Further reading

Descarte’s Error Antonio DamasioWalter Freeman How the Brain Makes Up its MindJonah Lehrer The Decisive Moment

Advert Stimuli

Chemical secretion

Heart; Skin; Muscle; Pupils etc

Goal/Need Significance CheckCoping Potential Check Norm/Self Compatibility Check

1. Global common denominator

Why emotions are targeted

2. Emotional contagion

3. Judgement simplifying device

Why emotions are targeted

4. Mood congruent memory

5. Attentioning

7fear; anger; love; happiness; sadness; surprise; disgust

Emotions Targeted

Emotions Targeted

Fear

Emotions Targeted

love

Emotions Targeted

Disgust

Emotions Targeted

Surprise

Emotions Targeted

Emotions Targeted

ANGER

Emotions Targeted

•Voice prosody

•Face

•Silence

•Winning

•Music

•Humour

•Happy Noises

What affects the emotions?

Wants had to become Needs

Advertising and Capitalism

The triune brain

Unconscious

Subconscious

Conscious

Creating Needs: Freud

Sigmund Freud

Advertising and Capitalism

Method 2: Freudian Techniques

Unconscious

Animal desires

sex

power

Food

Creating Needs: FreudAdvertising and Capitalism

Subconscious

Fears, dreams and anxiety

Oral retention

Anal retention

Sublimated anxiety

psychoanalysis

Creating Needs: FreudAdvertising and Capitalism

Conscious

Aware

but

controlled by sub and un

cannot accept unconscious drives

Creating Needs: FreudAdvertising and Capitalism

Edward Bernays

‘constantly moving happiness machines’Herbert Hoover29/4/2002 The Century of the Self

Creating Needs: FreudAdvertising and Capitalism

Creating Needs: FreudAdvertising and Capitalism

Creating Needs: FreudAdvertising and Capitalism

Creating Needs: FreudAdvertising and Capitalism

Creating Needs: FreudAdvertising and Capitalism

Flake

Creating Needs: FreudAdvertising and Capitalism