C315 Final
Terms
undefined, object
copy deck
- tweening
- selling to girls who are at age before teens
- PLC
- program length commercials; programs that go with toys being made
- Ruth Hardler
- came up with idea of Barbie in 1959; wanted something that helped young girls feel better about their body, but ended up doing the opposite
- Barbie and GI Joe
- fantasy toys; had extended line of clothes and accessories with choice of multiple different dolls; shows world of adulthood
- Mark Fowler
- head of FCC; not interesed in regulation and market limits do not let market grow and wants freedom in market
- Market Segmentation
- divide up into different niche markets
- De-regulation
- privatizing government and government spending is bad
- Supply side
- during Reagan in 1975; focus on production and cut taxes to spur investment; all money will go towards businesses and into population
- Jude Wanniski
- came up with supply side
- Content analysis
- "quantitative" sociological approach, endless and exact detail, have facts to back it up, and problem is you miss suttleness
- Semiotics
- study of sign systems
- Jean Baudrillard
- says world is all about media and social class matters, the media effects what you buy
- Karl Marx
- with Marxist and social class
- Ralph Nader
- consumer rights activist and wrote a book about car industry
- William Bernbach
- assoc. with DDB and tried to campaign VW
- DDB
- Doyle Dane Bernbach; ad industry who was successful in 1960's and creative revolution
- GIA
- Girls Intelligence Agancy; has tweens do market research for them during sleepovers
- Synergy
- business logic where funds are saved by maximizing cross promotion across media holdings
- Product placement
- inserting recognizable products into narrative of a film
- Tie-ins
- arrangements made by companies who already exists
- Merchandizing
- other stuff sold that has to do with the movie; main goal is to profit so it will help with the funding of the movie and company financing
- Cross-promotion
- deal where product is in movie and movie is in product advertisement
- MTV
- started in 1981
- Televisuality
- commercials and music videos have rapid editing to keep viewers interested; visual style-MTV style
- Niche Marketing
- pursuit of specific segments of society
- Nielson
- television ratings
- VALS
- marketing and consulting tool that helps businesses worldwide develop and execute more effective strategies
- Ridley Scott
- ad autuer; did Mac ad in 1984; in 1980's and started in advertising
- Tony Scott
- ad autuer; related to Ridley Scott
- Branding
- adding value to corporation and products; selling products and lifestyles
- Nike
- uses celebrity sponsorship and uses sports as transcendence
- Phil Knight
- CEO of Nike
- Wieden and Kennedy
- advertising company of Nike
- De-materialization
- focus more on advertising and getting rid of factories
- Globalization
- where can they manufacture the products the cheapest; sweatshops
- Decontextualization
- taking images out of text and combine them with others to create a totally new image with a different meaning
- 1952
- first use of spot advertising "Stevensome and Eisenhower"; Rosser Reeves was campaign manager of Eisenhower and was big shot ad agent in 50's; used cartoon political ads and televisuality
- 1964
- "Johnson and Goldwater"
- 1988
- "Dukakis and Bush"; Bush used negative ads towards Dukakis (said Dukakis let first degree murderers out on weekend passes and over 200 escaped).
- TiVo
- involved time shifting that could skip commercials. Market research showed changing nature of research
- buzz marketing
- word of mouth advertising
- cool-hunting
- going out and finding out what is cool
- organic word of mouth
- spontaneous sharing of advertising, ideas, and recommendations. really trusted among people
- amplified word of mouth
- marketer initiated conversation about a product
- stealth marketing
- placing product in real life without anyone knowing it. it's a secret form of advertising
- intertextuality
- references to other media texts and makes fun of other ads
- reflexivity
- text is aware of itself as a text and has appeal to cynical audience who is media savey
- hyperrealism
- use shaky handheld camera, product is de-entered, ad shows realistic and makes it authentic
- culture jamming
- bold acts of subversive, playful political action aimed at creating media events
- detournement
- rerooting spectacular images to reverse meaning; ex. instead of knocking down ad cause you don't like it you change it and it's meaning
- Spike Jonze
- ad auteur
- Ad auteur
- people who get started making commercials and then go on to do feature films
- Micheal Gondrey
- ad auteur
- Mark Romanek
- ad auteur
- "new consumerism"
- 1980's-1990's. upscale of lifestyle norms and status goods (become branded)
- aspirational gap
- gap between what can afford and what they want to afford. middle class wanting everything upper class.
- Wal-Mart
- biggest industry in the world. Sam Walton started in 1962. discount chain store, self service
- ecological footprint
- total resources used by population and land needed to produce those resources. Americans consuming 5 times more than our share
- peak oil
- global oil production will peak and after it peak's it will only go down. running out of oil
- Edwin Drake
- discovered rock oil (petrolium/coal) in America in 1859
- OPEC oil embargo
- during war. drives America in oil depression and oil prices sky rocket