80426 (612415), страница 7

Просмтор этого файла доступен только зарегистрированным пользователям. Но у нас супер быстрая регистрация: достаточно только электронной почты!

Текст из файла (страница 7)

Newspapers, magazines, and above all the Internet reviews the ads after they appear on the Super Bowl. This publicity, if it is positive, is of incalculable value to the sponsors, but not all of it is positive. For example, the 2006 post-Super Bowl assessments included the following:

Let's start with the lowest of the low: GoDaddy.com. Talk about a $5 million vanity project (so bad they had to run it twice). This complete mess was what it took Bob Parsons 14 tries with ABC to get through.

— Barbara Lippert, Adweek

A prehistoric air express delivery—of a stick, via pterodactyl—is stymied by a hungry tyrannosaurus, leading to the first-ever mailroom firing. Adorable and funny. Also, how can you fault a strategy (nobody ever lost his job for choosing FedEx) that's 40 million years old?

— Bob Garfield, Advertising Age

Ah, now here's a show stopper that should have been our lead-in: Burger King puts on a Busby Berkeley musical number. Singing and dancing "Whopperettes" dress as various burger components (my favorite is the mayonnaise dress, followed by the beef-patty tutu). This was the only ad all night that was outsized and garish enough to be Super Bowl-worthy.

— Seth Stevenson, Slate

Atmosphere BBDO developed an extension of Pizza Hut's Super Bowl promotion with Jessica Simpson creating a site that allows consumers to literally play with their food. The Pizza Hut Cheesy Bites site allows visitors to remix their own version of the Jessica Simpson Pizza Hut song, "These Bites Are Made for Poppin.'" With 28 musical tracks and 40 sound effects to choose from, people can watch and share their version of the song played along with the television commercial and see Jessica singing along to their creation.

— AdRants.com

Our favorite of all the Anheuser-Busch work this year is the hysterically funny, "On The Roof," where Bud Light-loving husbands seek refuge. The comic timing is perfect. Ditto the meticulously realized visuals."

— Lewis Lazare, Chicago Sun-Times

In addition to these professional columnists and commentators, many others offered their opinions of Super Bowl commercials via the Internet. One blogger wrote, "Nicely shot, but what's the point?", incisively cutting through the usual verbiage. Bulletin boards posted rants and raves about the commercials. And more than a few groups specially assembled for the purpose of reviewing Super Bowl commercials were reported on in the press. For example, in Boston members of ad agencies assembled to view the ads together. From their group emerged the not surprising finding that men and women liked different ads more. The women in the group were especially approving of Dove's commercial focusing on women's self-esteem.

Many times when people express opinions about ad preferences, they lack reasons for the preferences. Even when reasons are given, they tend to be more emotional than rational reactions. The Wall Street Journal, in an article quoting viewers' opinions about Super Bowl ads, included the following:

- the ad broke through and was attention-grabbing.

- it was so unpredictable.

- the spot was very moving.

- hilarious, everyone cracked up laughing.

- didn't like it, I was waiting for a spoof.

- tons of impact and very memorable.

- I'm a sucker for monkeys. [spot featuring office run by chimps]

All this hype about Super Bowl commercials brings the phenomenon of the TV commercial to public attention once a year and results in considerable discussion about the aesthetic and business value of this mode of advertising. Unlike the more highbrow domains of culture like literature, art, and even film, the commercial is at home in popular culture. For many, it is unabashed fun and hilarity. Maintaining the suspense about the commercials can be as exciting as the football game itself. The Super Bowl becomes the one moment in American cultural life where advertising is unabashedly welcomed.

Conclusion

Advertising arised in antiquity when the majority of people couldn’t read or write. The period of after the World War II was the period of progress of TV advertisement, intense competition in selling and branding.

Advertising has certainly come a long way since the beginning of the century. While the basic principles remain the same, as society becomes more accepting of certain topics, the advertising will continue evolve. For instance, consider in the '50s when it was taboo for pregnancy to be shown on television. "I Love Lucy" broke this wall down, and it is now commonplace. Things that are "politically incorrect" and aren't seen in advertising during one time period become accepted and visible in another.

The answer to our question, whether or not advertising is a direct effect or affect of advertising, is simple. Both are yes. Advertising uses what it sees as popular in its audience at the particular time the campaign is ran, to call attention to the product. What people see in the advertising of a product that they consider popular, creates a new trend in culture. Advertising both directs and reflects popular culture. Thousands of products are advertised daily in many different ways. Oftentimes people will discuss the manner in which the product was advertised as frequently, if not more so than the product itself. What makes any particular advertisement memorable is the "personality" which it is given, and the consumers ability to relate. While some advertising has proven itself to be more effective than others, once again it all serves the same basic purpose-to inform, and persuade. As long as there is a creative motivation to create new products and to allow the familiar ones to continually impact us, advertising will continue to drive and be driven by popular culture.

So you see that the role of advertising in American pop culture is very high: we can see hidden ads in films, on the pictures, even in music. Advertising affects on pop culture: ads can put such market conditions that a new direction in pop culture can appear.

References

1. "7 Things From Pop Culture That Apparently Piss Jesus Off". Cracked.com. Retrieved 2009-06-21.

2. "Adbusters’ Ads Busted". In These Times. Retrieved 2009-04-20.

3. "Advertising - Social impact". Spiritus-temporis.com. Retrieved 2009-04-20.

4. "Annual U.S. Advertising Expenditure Since 1919". Galbithink.org. 2008-09-14. Retrieved 2009-04-20.

5. "Commercial Alert — Protecting communities from commercialism". Commercialalert.org. Retrieved 2009-04-20.

6. "Commercial media literacy: what does it do, to whom-and does it matter? (22-JUN-07) Journal of Advertising". Accessmylibrary.com. 2007-06-22. Retrieved 2009-04-20.

7. "Global Entertainment and Media Outlook: 2006–2010, a report issued by global accounting firm PricewaterhouseCoopers". Pwc.com. Retrieved 2009-04-20.

8. "How Marketers Target Kids". Media-awareness.ca. 2009-02-13. Retrieved 2009-04-20.

9. "JEG - Sign In Page". Joeg.oxfordjournals.org. Retrieved 2009-04-20.

10. "Media Education Foundation". Mediaed.org. Retrieved 2009-04-20.

11. "Our Mission". The Anti-Advertising Agency. Retrieved 2009-04-20.

12. "Psychology — Commercial Alert". Commercialalert.org. 1999-10-31. Retrieved 2009-04-20.

13. "Ralph Dumain, Cultural Sophistication and Self-Reference On American Television". Retrieved 2007-04-22. An essay on self-referentiality and American television.

14. "Scenic America:: Communities Prohibiting Billboard Construction". Scenic.org. 2008-08-01. Retrieved 2009-04-20.

15. "Sut Jhally Website - Advertising at the Edge of the Apocalypse". Sutjhally.com. Retrieved 2009-04-20.

16. "TNS Media Intelligence". Tns-mi.com. 2007-01-08. Retrieved 2009-04-20.

17. Advertising Slogans, Woodbury Soap Company, "The skin you love to touch", J. Walter Thompson Co., 1911

18. Advertising's Twilight Zone: That Signpost Up Ahead May Be a Virtual Product - New York Times

19. Arthur Richards, Kent USA (2008) Teacher, Pirate, renaissance man

20. Bakhtin, M. M. and Michael Holquist, Vadim Liapunov, Kenneth Brostrom. (1981) The Dialogic Imagination: Four Essays (University of Texas Press Slavic Series). Ed. Michael Holquist. Trans. Caryl Emerson and Michael Holquist. Austin and London: University of Texas Press.

21. Baran, Paul and Sweezy, Paul (1964) “Monopoly Capital” in: McChesney, Robert W. “The Political Economy of Media: Enduring Issues, Emerging Dilemmas”. Monthly Review Press, New York, (May 1, 2008), p. 52, ISBN 978-1583671610

22. Boiler, David in: Silent Theft. The Private Plunder of Our Common Wealth, Routledge, New York, February 2003, ISBN 9780415944823, ISBN 0415944821

23. Clark, Eric, "The Want Makers", Viking, 1988. ISBN 0340320281

24. Consumer Protection Act, R.S.Q., c. P-40.1, ss. 248-9 (see also: ss. 87-91 of the Consumer Protection Regulations, R.R.Q., 1981, c. P-40.1; and Application Guide for Sections 248 and 249 of the Québec Consumer Protection Act (Advertising Intended for Children Under 13 Years of Age).

25. Cook, Guy (2001 2nd edition) "The Discourse of Advertising", London: Routledge, ISBN 0-415-23455-7

26. Eskilson, Stephen J. (2007). Graphic Design: A New History. New Haven, Connecticut: Yale University Press. p. 58. ISBN 978-0-300-12011-0.

27. Giroux, Henry A., McMaster University, Hamilton, Canada, in the foreword for: The Spectacle of Accumulation by Sut Jhally, http://www.sutjhally.com/biography

28. Global marketing Management, 2004, pg 13-18

29. Gloria Steinem, 'Outs of pop culture', LIFE magazine, 20 August 1965, p. 73.

30. Graydon, Shari (2003) "Made You Look - How Advertising Works and Why You Should Know", Toronto: Annick Press, ISBN 1-55037-814-7

31. Hassabian, Anahid (1999). "Popular", Key Terms in Popular Music and Culture, eds.: Horner, Bruce and Swiss, Thomas. Malden, Massachusetts: Blackwell Publishers. ISBN 0-631-21263-9.

32. History of Advertising and It's Affect on Popular Culture. January 10, 2008 by Lucinda Watrous.

33. Howard, Theresa (2005-10-10). "USA Today, October 9, 2005". Usatoday.com. Retrieved 2009-04-20.

34. http://library.thinkquest.org/C004367/ce6.shtml

35. Jhully, Sut, Leiss, William, Kline, Stephen, Botterill, Jacqueline (2005): Social Communication in Advertising: Consumption in the Mediated Marketplace, Routledge; 3 edition (September 28, 2005), ISBN 0415966760, ISBN 978-0415966764

36. Johnson, J. Douglas, "Advertising Today", Chicago: Science Research Associates, 1978. ISBN 0-574-19355-3

37. Kilbourne, Jean: Can't Buy My Love: How Advertising Changes the Way We Think and Feel, Touchstone, 2000, ISBN 978-0684866000

38. Kilbourne, Jean: Can't Buy My Love: How Advertising Changes the Way We Think and Feel, Free Press; 1 edition (November 2, 2000), ISBN 0684866005

39. Korten, David. (1995) When Corporations Rule the World. 2. Edition 2001: Berrett-Koehler, San Francisco, California, ISBN 1-887208-04-6

40. Lasch, Christopher. The Culture of Narcissism: American Life in an Age of Diminishing Expectations, Norton, New York, ISBN 978-0393307382

41. Lears, Jackson, Fables of Abundance: A Cultural History of Advertising in America, Basic Books, 1995, ISBN 0465090753

42. Leiss, William: (1990) Social Communication in Advertising, Routledge; 2 edition (July 27, 1990), ISBN 0415903548, ISBN 978-0415903547

43. Louw, Eric. (2001) The Media and Cultural Production. London: Sage Publications.

44. McChesney, Robert W. “The Political Economy of Media: Enduring Issues, Emerging Dilemmas”. Monthly Review Press, New York, (May 1, 2008), p. 266, ISBN 978-158367161-0

45. McChesney, Robert W. “The Political Economy of Media: Enduring Issues, Emerging Dilemmas”. Monthly Review Press, New York, (May 1, 2008), p. 272, ISBN 978-158367161-0

46. McChesney, Robert W., Stolzfus, Duane C. S. and Nerone, John C, (2007) Freedom from Advertising: E. W. Scripps's Chicago Experiment (History of Communication), Univ of Illinois Pr (March 30, 2007)

47. McChesney, Robert, Educators and the Battle for Control of U.S. Broadcasting, 1928-35, Rich Media, Poor Democracy, ISBN 0-252-02448-6 (1999)

48. McFall, Liz, Advertising: A Cultural Economy, Thousand Oaks, CA: Sage Publications Inc., 2004. ISBN 0-7619-4255-6

49. McRobbie, Angela (1994). Postmodernism and Popular Culture. Routledge. ISBN 0-415-07712-5. Cultural anthropologist and feminist discourse on cultural studies.

50. O'Barr, William M. “A Brief History of Advertising in America”. E-ISSN 1154-7311

51. O'Barr, William M. “High Culture/Low Culture: Advertising in Literature, Art, Film, and Popular Culture”. E-ISSN 1154-7311

52. Per Adam Siljeström, The educational institutions of the United States, their character and organization, J. Chapman, 1853, p. 243: "Influence of European emigration on the state of civilization in the United States: Statistics of popular culture in America". John Morley presented an address On Popular Culture at the town hall of Birmingham in 1876, dealing with the education of the lower classes.

53. Petley, Julian (2002) "Advertising". North Mankato, Minnesota: Smart Apple Media., ISBN 1-58340-255-1

54. Rorty, James: “Our Master's Voice: Advertising” Ayer Co Pub, 1976, ISBN 0405080441, ISBN 9780405080449

55. Schechter, Danny (2009-04-16). "Home". Media Channel. Retrieved 2009-04-20.

56. Seabrook, John. NoBrow: the culture of marketing the marketing of culture, New York: A.A. Knopf, 2000. ISBN 0-375-40504-6

57. Shuker, Roy (1994). Understanding Popular Music, p.4. ISBN 0-415-10723-7.

58. Storey, John (2006). Cultural theory and popular culture. Pearson Education. ISBN 978-0-13-197068-7

59. Stuart, Ewen. Captains of Consciousness: Advertising and the Social Roots of the Consumer Culture, Basic Books, ISBN 9780465021550, ISBN 0465021557

60. The Role of Advertising in America – An Overview by the ANA.

61. Williams, Raymond (1985). Keywords: a Vocabulary of Culture and Society. Oxford University Press. ISBN 0-19-520469-7. Cited in Hassabian (1999).

Appendix

The Art and Science of the Advertising Slogan

Характеристики

Список файлов курсовой работы