Advertising

Question 1

advertising

Answer 1

advertising is any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor.

Question 2

“advertainments”

Answer 2

short movies that are 2-11 minutes long featuring lots of action and familiar movie stars.

Question 3

The Mirror Makers: A History of American Advertising and Its Creators(1984)

Answer 3

• written by Stephen Fox
• “Given one advertiser and a show title often bearing its name, viewers associated a favourite show with its sponsor and – because of a ‘gratitude factor’ – would buy the products.

Question 4

viral marketing 病毒式营销

Answer 4

• a technique which means creating an online message that is so entertaining or interesting that consumers pass it along through social networking sites.
• thus the message ends up becoming an online “virus” that promotes a product without the expense of a paid commercial.

Question 5

Sut Jhally

Answer 5

• Image-based culture
• deconstructing some of the sentences. the institutional structure of the consumer society orients the culture along with its attitudes, values and rituals.

e.g:
a “diamond i forever” will help enlighten启发 us as to how deeply our beliefs and thought patterns have been moulded 塑造 by advertising corporations.

advertising agency change public attitudes toward diamonds and to transform them from a financial investment into a symbol of committed and everlasting love.

• while our contemporary society has become more investing in “having” as a result of commercialism, in the past people were more invested in “being”.
• use of colour came into play and overwhelming competition over advertising money took over, imagistic modes of representation took on major significance.
• Jhally pointed out, the 1920s manifest出现／证明 a major turning-pont in advertising as products were not presented alone, but people became essential in conveying advertising messages.
  － most of the people who stood for reigning统治 social values including hierarchical authority.
• a problem that advertising companies were faced was people;s inadequate不恰当的 ability to decode their encoded messages.
• beer, through a series of images, becomes connected to manliness 男子气概, eroticism色情 and male fraternity.

－ “advertising doesn’t always mirrors how people are acting but how they’re dreaming. In a sense what we’re doing is wrapping up your emotions and selling them back to you”

• advertising become a new religious system in which people construct their identities through the commodity form, and in which commodities are part of a supernatural magical world where anything is possible with the purchase of a product.
• commodity propaganda system is colonizing new areas and new media. greatest impact on gender identity

Question 6

“Image-Based Culture: Advertising and Popular Culture”

Answer 6

• Sut Jhally
• asserts how difficult it is for us to assess the impact advertising has had on our lives.
• advertising become the “air we breathe in”.

Question 7

Erving Goffman

Answer 7

• ‘The Presentation of Self in Everday Life’
• ads draw heavily upon the domain of gender display and not the way that mean and women actually behave but the ways in which we think en and women behave.
• gender is defined almost exclusively along the lines of sexuality.

1. ended up living in a culture that is more and more defined erotically色情的 through commodities.
2. image-based system has spread its influence is the realm范围 of electoral politics.
   － Politics is no longer about major issues; it is about “feeling good” or “feeling bad” about a candidate.
3. the commodity image-system is implicated in the way toys are marketed, in the very structure and experience of children’s play. thus become less an exploration and solidification of personal experience and developing conceptual schemas than a re-articulation of the fantasy world provided by market designers.
4. the visual image-system had colonized popular music and music commodities(records, tapes) are being marketed with music videos become an indispensable component of the overall strategy.

• speed-up, with increasing “clutter” of the commercial environment drives advertisers to produce messages that are visually sophisticated精致的 and stand out( sexuality)。
• speed and fragmentation characterize the domain of image culture as narrative gives way to a series of images that induce诱惑 feeling rather than convey any meaning.
  － image-system and rapidity that dominates our image culture is a sense of disorientation迷失方向 as the chasm分歧 between appearance and experience widen. One of the cures to this cultural malaise萎靡 is reinvigoration of a politics of substance over surface.
• countermeasure对策: open up public discourse to new and varied(dissenting不同意见的) voices. should go beyond reading messages and learn to produce them in new and meaningful in an attempt to counter the lack of substance that pervades our contemporary realm领域 of popular culture.

Question 8

commodity information-system

Answer 8

1. reliance on visual modes of representation

2. rapidity of the images that constitute it.

Question 9

Biagi

Answer 9

• Biagi think all mass media is profit-center.
• Essential idea is the relationship between sender (always active) and receiver (always passive).
• Biagi called the channel (like oral, verbal, message, call etc.) as the media they use for transfer information.
• Feedback is the response from receivers to senders. It could be both positive and negative.
• Noise is interference. Noise is always technique aspect that influences the message been transmitted to receiver. But, there are all kinds of interference, not just technique.
• Two problems of Biagi:
  1) It narrows down and over simplified the process of information transmitted.
• Receiver doesn’t always simply response, the receiver could also be
  sender.
  
  • Biagi said receiver is passive which is a problem b/c receiver could be sender which are active.
  • Mass media is profit-center, which is wrong b/c there’s non-profit run mass media.
    2) Interference such as noise could be competition, objection, misleading message, government regulation can interference noise send to receiver.
  • Two kinds of feedback:
    1) Reproduction: I know what’s being said to me and I choose to accept it and l express it others. You accept and become the agent of the massage. eg. Connie reproduces the system without knowing the reason why it’s three. We all reproduce system; we are reproducing the university rule. These system get perpetuate and we don’t question it. Repetition reinforces the rule because everybody follows that.
    2) Resistance: question things and don’t agree with the reproduction system.