Advertising Key Concepts

Bill Bernbach
1. VW ad: "Lemon", use of plain background, playing upon criticism/stereotype/deviation of features of the car, simplicity
BMW i3
1. use of advertising through someone's life >> lifestyle branding
  1. attempts to remove stigma/stereotyping of electric cars (similar to the Prius)
  2. "open ad/advertorial"
    1. ad in form of editorial content
Christian Dior "Secret Garden"
1. asserts "luxury" and elegance of brand
  1. Versailles historically maintains cultural authority
conspicuous consumption
1. purchasing goods in attempt to enhance one's social prestige
  1. Bourdieu
    1. reinforces class position (influenced by taste >> habitus)
Georg Simmel
1. crowds are important to release identity
  1. alterity vs. annonymity
  2. consumption of objects allow people the opportunity to refine themselves and place in society (social groups)
glamour/envy (Berger)
1. advertising show us people who have been "transformed", making consumer believe they too can be transformed
  1. state of being envied=glamour
  2. advertising isn't about pleasure itself, but about the FUTURE buyer
    1. based upon happiness as judged upon by others
      1. glamour = the happiness of being envied
Gustave Le Bon
1. individual restraint is lost/released in crowds
  1. crowds=threat to social order >> mob mentality
  2. use of affirmation, images (story), repetition, exaggeration, NOT logic (logic is lost in crowds)
  3. creating "illusion" of group/community for brand
Pete Barry - Creative Strategies
1. 1. before and after, 2. before only, 3. after only, 4. advice, 5. knowledge, 6. empathy, 7. demonstration, 8. testemonial, 9. heritage (history of company), 10. owner/staff, 11. product positioning or repositioning, 12. comparison, 13. challenge, neg to pos., 14. logic, 15. price, 16. honesty
interpellant speech
1. "frozen" speech
The New Citroen
1. "prostituted", spiritual, exorcism, compared to cathedral
Paris Match, French Salute (Barthes)
1. signifiers+signified=sign (black soldier giving French flag a salute)
  1. 1st completed meaning = signifier in 2nd system
    1. French imperiality = driver behind the myth
piracy paradox
1. idea that copying promotes innovation and industry rather than deter it
  1. stems from idea that customers must like product, but also be dissatisfied >> purchase new despite tech not changing/improving
  2. "induced obsolescence"
    1. fashion industry benefits from having styles rise/fall quickly
      1. popular in masses >> people to not want anymore >> demand for something new
Demassifying strategies
1. classics - timelessness
2. craft - nostalgia (ex: handwriting, handcrafted)
3. counter/subculture movements - street cred, authenticity
homology
1. the attachment of subcultural groups to objects
  1. symbolic art of the product fits with the values of the group
planned obsolescence
1. producing goods that require replacement
  1. frequent changes in design
  2. new technology
  3. termination of needed additional parts
Sociology of Hipster (Mark Grief)
1. emergence of subculture
  1. "taste" (Bourdieu) differing from traditional society
stickiness
1. ability to keep consumers/viewers attention
  1. emotion, stories, etc.
Beats "Game Before the Game"
1. pre-game rituals of multiple audiences/groups of people (athletes, spectators)
  1. authenticity
  2. music = part of life
    1. beyond just a product
  3. storytelling elements
  4. use of GLOBAL athletes, celebs, people >> tap into global markets
talkability (Molotch)
1. ability to speak about attributes publicly
visual rhetoric
1. the way IMAGES combined with text influence/persuade
  1. ex: use of celebs
  2. shorter, peripheral delivery style
affordances
1. idea that perception drives action
  1. ex: buttons for pushing, knobs for turning

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