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M98 ADVERTISING Week 1: Captains of Consciousness

M98 ADVERTISING Week 1: Captains of Consciousness. John Keenan john.keenan@coventry.ac.uk. The blog. http://m98mc.wordpress.com. Assignment. Design a campaign for a made-up brand Analyse the campaign with theory. Deadline. M98MC: 2 May 2014. Hello. Who are you and what do you know?.

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M98 ADVERTISING Week 1: Captains of Consciousness

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  1. M98ADVERTISING Week 1: Captains of Consciousness John Keenan john.keenan@coventry.ac.uk

  2. The blog http://m98mc.wordpress.com

  3. Assignment • Design a campaign for a made-up brand • Analyse the campaign with theory.

  4. Deadline • M98MC: 2 May 2014

  5. Hello. Who are you and what do you know?

  6. Things you need to know this week • Advertising’s ability to give objects and services meaning in order to sustain capitalism. • What consumer culture is.

  7. ‘Find some common desire, some widespread unconscious fear or anxiety think out some way to relate this wish or fear to the product you have to sell, then build a bridge of verbal or pictorial symbols over which your customer can pass from fact to compensatory dream, and from the dream to the illusion that your product, when purchased, will make the dream come true’ Aldous Huxley

  8. 5 stages of advertising Leiss and Jhally • Utility • Branding • Symbol • Personalisation • Lifestyle

  9. Stage 2: Branding 1890s-1920s

  10. Branding • Guarantee of quality • USP - Unique Selling Proposition

  11. 1890s • Mechanisation/Economy of scale = overproduction • Global competition Reading 1: Kathy Myers Understains

  12. Mechanisation

  13. Pre-capitalist societies • Production and consumption are linked • Production is directly for use-value

  14. Karl Marx 1818-1883 Capital Commodity Production Exploitation: paying people less than the products they produce Estrangement/Alienation: divorced from the goods they produce Forced to become consumers – produce goods others make doodle

  15. CapitalismZygmunt Bauman Freedom Means-ends calculus Zygmunt Bauman Quotes 3-5 Reading 2 Freedom Zygmunt Bauman

  16. Henry Ford Frederick Winslow Taylor Means-ends calculus

  17. 3 mins 93 mins 15 million Any colour you like as long as it’s black

  18. John Berger Ways of Seeing 1. Make the consumer dissatisfied ‘The purpose of publicity is to make the spectator marginally dissatisfied with his present way of life..It suggests that if he buys what it is offering, his life will become better’

  19. ‘Publicity begins by working on a natural appetite for pleasure. But it cannot offer the real object of pleasure …The more convincingly publicity conveys the pleasure of bathing in a warm, distant sea, the more the spectator-buyer will become aware that he is hundreds of miles away from that sea and the more remote the chance of bathing in it will seem to him’

  20. 2. Make the consumer envious ‘The spectator-buyer is meant to envy herself as she will become if she buys the product. She is meant to imagine herself transformed by the product into and object of envy for others, an envy which will then justify her loving herself. One could put this another way: the publicity image steals her love of herself as she is and offers it back to her for the price of the product’

  21. 3. Make the consumer anxious ‘All publicity works on anxiety’ http://www.youtube.com/watch?v=6q0JvXiZw7o&feature=related 4.56 Watching 1: Ways of Seeing

  22. Reading 3: Word in Ads by Greg Myers

  23. Stage 3: Product Symbol 1920s-1960s Product given connotations through associations with other signs.

  24. ‘A key shift has taken place, from emphasising production and use of the commodity, to emphasising meanings associated with consumption’ Myers p.22

  25. Semiotics Ferdinand de Saussure Sign: ‘basic element of meaning’ a sign occurs the moment something makes sense to us

  26. Sign signifier (DENOTATION) signified (CONNOTATION)

  27. c o t

  28. Signs are polysemic. temptation Teacher’s pet Clean teeth healthy food

  29. Connotations are arbitrary EVIL DEATH SOLVENCY STRONG

  30. A product can mean anything Any product can have any connotations Advertising gives products connotations

  31. Connecting an object with an object

  32. Connecting an object with a world

  33. Connecting the object with a person Reading: Decoding Advertisements Judith Williamson

  34. Stage 4: Personalisation 1960s-1980s Adverts were targeted at types of people and the product was included in activity. Focus groups were more crucial to the creative process. Demographics, psychographics, life-stage targeting.

  35. Stage 5: Lifestyle 1980s - present From the 1980s products were sold much more as accessories to a ready-made lifestyles. The whole way of life was shown, sometimes through ‘slice of life’ adverts and the product was a small part of this, subtly included into the narrative.

  36. Utility - health drink

  37. Branding Branding - cure headaches (USP); bottle differentiated; logo

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