1 / 51

240MC Lecture Two Who do they Think they are Advertising to? John Keenan

240MC Lecture Two Who do they Think they are Advertising to? John Keenan john.keenan@coventry.ac.uk. Last week... Advertising’s role in maintaining capitalism Methods: USP, Freud, semiotics, anxiety. This week… Lecture and Seminar The use and creation of discourse in advertising.

august
Download Presentation

240MC Lecture Two Who do they Think they are Advertising to? John Keenan

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. 240MC Lecture Two Who do they Think they are Advertising to? John Keenan john.keenan@coventry.ac.uk

  2. Last week... Advertising’s role in maintaining capitalism Methods: USP, Freud, semiotics, anxiety

  3. This week… Lecture and Seminar The use and creation of discourse in advertising

  4. The audience as socially-created You’re all individual Yes, we’re all individual

  5. Like no other... Terms Discourse Interpellation Conspicuous consumption Inconspicuous consumption Reification Postmodernism Pseudo-individuality http://www.youtube.com/watch?v=1cOuWElMjf8

  6. ‘Advertisements are selling us something else besides consumer goods: in providing us with a structure in which we, and those goods, are interchangeable, they are selling us ourselves’ Judith Williamson, Decoding Advertisements

  7. Adverts give objects meaning We buy the object we buy the meaning The meaning transfers onto us We are the object We have been sold ourselves

  8. Meanings are arbitrary

  9. Stereotyping ‘A stereotype is the product of social construction, growing from group relations; an individual is assigned to a group and the supposed attributes of that group are applied to that individual’ Stuart Price, The Complete Media and Communication Handbook, 1997, London: Hodder and Stoughton, p.219 We stereotype ourselves

  10. Michel Foucault THE POSITIONS TO WHICH WE ARE SUMMONED

  11. Louis Althusser interpellation

  12. A discourse ‘self-identity must be validated through social interaction..the self is embedded in social practices’ Jenkins 1996 cited in Elliot p.133

  13. We stereotype ourselves Adverts help to give us the tools for the discourses - the meanings.

  14. Adverts give products meaning for use in our social identity

  15. The Uses of Literacy Invitations to a candy-floss world music pin-ups magazines newspapers Richard Hoggart

  16. The discourse is always chosen - played with… BUT ...if we refuse the expected discourse we will be outside of society class age group ethnicity gender

  17. Your discourse…. The teenager The student

  18. Teen Discourse 404 Cotch Dope Fomo MySpace Munch The Teenager The invention of the Teenager

  19. AGE TARGETING BY DISCOURSE USE RECREATIONAL DRUGS CONCERNED WITH LOVE-LIFE DRINK CONCERNED ABOUT SOCIAL LIFE ALWAYS THINKING ABOUT MONEY STUDENT LISTEN TO LOUD MUSIC WEAR CASUAL CLOTHES SLEEP IN UNTIL THE AFTERNOON EAT TAKE-AWAYS TRAVEL TO THAILAND/AUSTRALIA WANT TO HAVE FUN

  20. Conspicuous consumption Thorstein Veblen 1953

  21. William H White The Organisation Man inconspicuous consumption = an anti-social act

  22. Demographic discourses? age gender ethnicity class nationality

  23. Targeting by Demographics • Research into a discourse • 2. Use the target in the advert • 2. Include the discourse • 3. Make the product part of the discourse

  24. EG BORN MALE AGE-25-35 WORKING CLASS NORTHERN

  25. EG BORN FEMALE AGE-18-25 The subject is produced performatively

  26. I consume therefore I am I consume therefore I am

  27. The postmodern condition

  28. rural Who am I? green rich

  29. I am powerful Who am I? I am sporty/be the best I am independent/art above science

  30. Educated and liberal Who am I? Fashionable/active Young and sociable

  31. Who am I?

  32. Who I could be?

  33. Relaxed Global Citizen Young Female Urban Who are you? Working Class Male English

  34. Who could you be?

  35. Who could you be?

  36. Who could you be? A pool of possible selves

  37. ‘Culture and commerce are now fully intertwined’ Davidson M, The Consumerist Manifesto, 1992, London: Routledge, p.191

  38. ‘The individual is offered resources to achieve ‘an ego-ideal’ which commands the respect of others and inspires self-love’ Elliot p.131

  39. ‘The self is a symbolic project, which the individual must actively construct out of the available symbolic materials’ Elliot, p.131

  40. Media-made discourses

  41. Sex and the City Discourse . Plenty of sex/partners Eat ice cream

  42. Skater/Surfer Discourse

  43. Hip-Hop Discourse Does Jeezy...

  44. Emo Discourse Attitude: anti-everything mainstream, appeal of the unusual, self-reflection, melodrama, respecting others’ feelings Words: rank, techie, panning Lifestyle: live in a shared house/parents, vegetarianism ‘Following a band that seems like “your little secret”’

  45. Reification

  46. pseudo-individuality Adorno

  47. Pseudo-individuality Adorno http://www.youtube.com/watch?v=-XuH_4fuQdA http://www.youtube.com/watch?v=fI_cRXoBaoY

More Related