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New Media New Methods

M98MC Week 5. New Media New Methods. John Keenan John.keenan@coventry.ac.uk. So far. 5 stages, 3 appeals, semiotics Consumer culture Targeting: demographics, psychographics, lifestage , lifestyle, complex audience

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New Media New Methods

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  1. M98MCWeek 5 New Media New Methods John Keenan John.keenan@coventry.ac.uk

  2. 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

  3. Budweiser sales fall 8.3%

  4. Turkey Twizzlers Sales Rise 32%

  5. Fear 2.41

  6. ‘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

  7. Bill Murray

  8. Osgood and Schramm

  9. Levis

  10. Stuart Hall (1973) Encoding-Decoding Theory Dominant Oppositional Negotiated

  11. EAT MORE BEANS

  12. temptation Teacher’s pet Clean teeth healthy food Polysemy Preferred meaning Anchorage

  13. red Keeps evil away China Evil West

  14. green Islam Africa Nature West

  15. Paradigmatic Syntagmatic

  16. Our advertising is a test of what you bring to the advert – Oliviero Toscani Roland Barthes –’the death of the author’

  17. 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

  18. The number of times the white team gets has the ball

  19. Advertising literacy Ritson and Elliot (1995) Adverts are an ‘advertising literacy event’

  20. We are active seekers not passive dupes James Twitchell – lead us into temptation

  21. Sales of Dairy Milk up 9% 1 week – 500,000 views 70,000 Facebook site

  22. ‘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

  23. L’Oreal Intel PC World McDonald’s Danone Maybelline

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

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

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

  27. Postmodernism: hyper-reality 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

  28. Postmodernism: hyper-reality New York There is no authentic reality for us to experience image=reality; reality=image

  29. Postmodernism: simulacrum Images escape referentiality a copy of a copy of a copy - no original

  30. Simulacra = the image has no relation to any reality whatsoever

  31. Postmodernism: refusal of meaning

  32. 2. New styles of advertising : Intertextuality Think

  33. 2. New styles of advertising: bricolage ‘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

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

  35. New Media

  36. The digital age Source: Ofcom 2005-10 5 years

  37. The digital age 1981 =

  38. E.g. cd =0011001010

  39. The digital age =

  40. The digital age Optic-fibre cable

  41. 4G

  42. Advertising is dead…. Long live advertising

  43. Go Global Focus on PR Go below the line Go online Direct marketing Sponsorship Buzz Viral Banned Don’t advertise Go guerilla

  44. 1. Global branding Coca-colaization (Hannerz, 1992:p.217 cited in Howes D, Cross-Cultural Consumption,1996,London: Routledge, p.3) ‘One sight, one sound, one sell’

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