Vehicle Strand Advertising and Branding

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Vehicle StrandAdvertising and Branding
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• Advertising and Branding
• ? Branston Stafford history of
  advertising and marketing, movie tie-ins,
  influence and objections, regulation
• advertising and branding key part of todays
  mediated environment
• ? Key term brand

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Example The Greatest Movie Ever Sold
(2011)
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• What is a Brand?
• ? A mark made by a red hot iron
• ? Used on cattle (ownership)
• Used on convicted criminals (disgrace)
• Holocaust tattoos to categorise (dehumanising)
• In some languages fire (e.g. Swedish, German)

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Exercise Branded ? Make a list of all the
items you have with you right now. ? Note
those which are branded name, logo, mark, etc
? Do you have more branded or more unbranded
items?
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Advertising ? Traditional view? advertising
persuade people to buy goods ? successful
advertising more sales e.g. washing powder,
car, shampoo
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Naomi Klein, No Logo? Klein this is no
longer the case? Canadian journalist? No Logo
(2000)? Advertising is not about goods at all?
Specific products are largely irrelevant? You
dont buy products, but brands? What does Klein
mean by this?
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History of Branding ? Mass marketing
campaigns began second half 19th century ?
Advertised new products radios, phonographs,
cars, light bulbs ? Advertisements
information and persuasion
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History of Branding? Traditional staples
scooped from bins soap, flour, oats, etc ?
Uniform, factory-produced staples needed
distinguishing ? Proper names used Quaker
Oats, Campbells Soup, Coca Cola, Heinz pickles,
Uncle Bens rice, etc ? Beginnings of corporate
personalities
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Twentieth Century? Early 20th century growing
awareness of the importance of brand image ?
1920s Bruce Barton (General Motors) role of
advertising for corporations to find their
souls ? 1940s talk of corporate
consciousness, brand essence, brand
identities ? 1960s increased commercialisation
and consumerism affordability life style
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• 1980s ?1988 Philip Morris (tobacco) purchase
  Kraft (food) for 12.6 billion
• ? Six times the companys actual worth
• ? Brand name Kraft was the most important part
  of company
• ? A new recognition of the importance of
  brand names

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• Exercise Shampoo Planet
• ? Consider the 7 brands of shampoo
• What qualities and connotations do you associate
  with each?
• What is the soul or personality of each of
  these brands? How do you know?

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• Exercise Shampoo Planet? TRESemmè
• Head Shoulders
• Pantene Pro-V
• Palmolive
• LOreal
• Asda
• Johnsons

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Advertising? We have an impression of the
product without having tried it ? Advertising
informs brand ? Throughout growth of the brand
advertising has increased hugely E.g. Madmen
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• New LocationsAdvertisers desperate to get ads
  into new places
• Gordons Gin juniper berries
• Calvin Klein perfume strips
• Scandinavian phone calls
• NASAs space stations
• Pepsi and the moon

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• Diminishing Returns? The more you advertise,
  the less people take notice
• Adverts become environmental
• David Lubars (ad exec) Consumers are like
  roaches you spray them and spray them and
  they get immune after a while.

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Advertising Brands? Klein advertising isnt
simply about selling products? Brand core
meaning (message) of the corporation? Adverts
a means (vehicle) for conveying that message
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New Corporations? Successful corporations of
1980s Nike, Microsoft, Tommy Hilfiger,
Intel ? Producing goods unimportant ? Passed
to oversees contractors ? Cheaper lower wages,
laxer safety and welfare laws
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Tommy Hilfiger? Corporations buy goods and
brand them ? Tommy Hilfiger doesnt produce
anything ? Commission underwear from Jockey,
jeans from Pepe, etc. ? Then add their brand
name (or get someone to do that too)
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Nike? Nike CEO Phil Knight For years we
thought of ourselves as a production-oriented
company, meaning we put all our emphasis on
designing and manufacturing the product. But now
we understand that the most important thing we do
is market the product. Weve come around to
saying that Nike is a marketing-oriented company,
and the product is our most important marketing
tool. ? product a marketing tool? a complete
reversal
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Producing Images? Objective employ and
produce as little as possible ? Big
corporations dont make products ? They produce
images, representations and ideologies
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• Buying into a Brand? You dont buy a branded
  product? You buy into a way of life, an
  attitude, a set of values, look, idea, an
  ideology
• Nike dont sell sports products but enhance
  peoples lives through sports and fitness ?
  IBM dont sell computers but rather business
  solutions? Microsoft dont sell software but
  ask where do you want to go today?? Diesel
  doesnt sell clothes but rather a style of
  life
• Apple dont sell smart phones but rather they
  iphone your life

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Summary Age of the Brand? Products are
relatively unimportant? Advertising is not of
products? Advertising and products are part of
branding? Brands images, ideologies,
lifestyles? Advertising of brands is set to
increase?? Even into dreams and classroom? Any
Questions?
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• Shock Advertising? Arena The Fine Art of
  Separating People from their Money (BBC 2000)
• Dennis Hopper hosts
• ? Shock advertising and brands
• ? Warning shocking images!

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Exercise Shock Advertising(1) Which imagery
did you find most shocking? Why? (2) Does the
fact that an advert is shocking make it good
advertising? (3) Does advertising have a social
responsibility? (4) Can advertising fulfil a
useful social function as well as promoting a
brand?
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Environment StrandEnvironments
andAnti-Environments
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• Environments andAnti-Environments? Key term
  anti-environments
• first environments
• media extensions environments

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• Extensions? All media are extensions of some
  human faculty psychic or physical (McLuhan and
  Fiore 1967, p. 26)
• wheel extension of the foot
• book extension of the eye
• clothing extension of the skin
• electric circuitry (computer) extension of
  the central nervous system
• all enhance some human faculty (i.e. extend us)

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Environments? Any technology or extension of
man creates a new environment (McLuhan
1969, p. 31) ? extensions lead to a change in
our relationship with our surroundings ? we
understand world differently ? we act and behave
differently
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Example Environments? Clothing extends our
skin we experience the physical environment
very differently, e.g. thermals, wet suit ?
Alphabet extends our visual sense shifts us
from acoustic to visual space? TV extends sight
and hearing the new global environment, i.e.
village
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Invisible Environments? environments are
imperceptible (invisible) ? we dont notice that
people are wearing clothes? nice jacket
not clothes today? ? we dont notice our
acoustic, cool, global village? we notice
particular TV shows (content) not TV itself
(medium) Any questions?
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McLuhans Fish? One thing about which fish
know exactly nothing is water, since they have no
anti-environment which would enable them to
perceive the element they live in. (McLuhan and
Fiore,1968, p. 175) ? what is an
anti-environment?
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Anti-Environments? we are shaped by our
environment ? but the environment is
imperceptible? we dont notice the far reaching
effects that environments have on us ? how can
people be made aware?? we need new strategies of
attention and perception? we need to
create anti-environments
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Anti-Environment Definition? an
anti-environment is anything that draws our
attention to the environment in which we live,
which would otherwise remain invisible,
affecting us without our knowing it ? 3
examples (linked to vehicle strand)? McLuhan
starts with art
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• 1. Art as Anti-Environment? art can train our
  perception onto the environment
• e.g. Pop Art 1960s (c. McLuhan) incorporates
  elements from popular or mass culture
• Pop Art uses everyday objects
  anti-environmentally
• an example

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• Andy Warhol? started out as a designer and
  migrated to advertising
• famous as an artist in early 1960s
• started painting household products
• Campbells Soup Can, 1964 (same year as
  Understanding Media The Extensions of Man)

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Why Soup?? 1964 80 soup Campbells?
ubiquitous in American shops, supermarkets and
homes? stacked on shop shelves ? McLuhan The
world of modern advertising is a magical
environment constructed to produce effects for
the total economy but not designed to
increase human awareness. (1966, p. 111)
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• Why Soup?? Pop Art reminds us that ordinarily
  our artefacts and images dont train our
  perception or awareness
• soup cans in a gallery draw attention to
  our environment
• we are surrounded by soup cans i.e. by
  commercial branding
• good or bad? just there

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• Anti gt Environments? McLuhan
  anti-environments must constantly be renewed
• ? we get used to anti-environments, and they
  become merely environments
• Warhol postcards, key-rings, teapots
• all now part of the Warhol brand
• Warhol-inspired range of soups

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• 2. Graffiti as Anti-Environment? McLuhan
  artists tend to be considered enemies or
  criminals of society
• Banksy is a criminal
• An Exterior Paint Specialist (i.e. graffiti
  artist)
• creates anti-environments around London
  Bristol
• ? designed to make you pause and notice your
  environment

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• Banksy
• ? More http//www.banksy.co.uk/
• Created an anti-environment at the Museum of
  Modern Art in New York
• Installed an image of his own

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• Discount Soup Can? Warhols soup can become
  environmental
• What does Banksys Discount Soup Can show us?
• Art has become merely environmental?
• Art galleries ? anti-environments for
  self-satisfied elites?
• Limits of what you can do in a gallery?
• Removed soon after

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• 3. Adbusters
• Anti-Environments? Adbusters global
  network of
• activists (based in Canada)
• Concerned with the erosion of
• our physical and mental
• environments by commercial
• forces
• Opposed to physical pollution
• by corporations, but also the
• pollution of the mental
• environment by branding

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Culture Jamming? What do they do? ? Engage
in culture jamming ? Free up the mental
environment by creating anti-environments
(1) magazine (2) campaigns ? Magazine
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• Adbusters Magazine? Slick, glossy,
  well-designed magazine
• Where The Face and ID are environmental,
  Adbusters seeks to be anti-environmental
• Articles, probes, and spoof ads

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• Campaign TV Turnoff Week? Runs most years, end
  of April
• Goal to shake up routines and get people
  questioning the role of TV in their lives
• It's about cleaning up the mental
  environment. Like our oceans and air, our
  shared mindscape is littered with pollutants
  -- distorted news, manipulative ads, violence
  and top-down culture.

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TV Turnoff Week? Buy a TV-B-Gone? Turns
off every TV within a few metres ? Not anti-TV
per se? Show own adverts (subverts) ? Want
people to think about the TV environment we
dont even notice ? Passive spectator gt active
participant
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No Future?? McLuhan anti-environments
provide early warning systems ? If we dont
notice what media do to us, we will be
controlled by them ? We become what we behold.
We shape our tools and thereafter our tools
shape us (McLuhan, 1964) ? cf. The Matrix
controlled by technology
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No Inevitability? There is absolutely no
inevitability as long as there is a
willingness to contemplate what is
happening. (McLuhan and Fiore, 1967, p. 25)
? Creating anti-environments contemplate
what is happening, refuse to let our tools
take control
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• Case Study guidelines
• Module handbook (on Moodle)
• ? Section 8.3 Description
• ? Section 8.4 Assessment criteria
• Submission deadline Monday 8th December, 1pm
  (week 12)
• Paper submission via a post-box (outside the
  refectory, Harcourt Hill Campus)
• Electronic submission via Turnitin (Understanding
  Media Moodle site)

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• Case Study guidelines
• Proportion 50 of overall grade
• Length 1500 words
• Cover page information (see Section 8.3) -module
  name/number student name/number essay title
  word count.

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Before Next Week? Review this weeks reading
(Ch.11) of Branston Stafford ? Read David
Starkey, Chasing Shadows (collect
photocopy now)