readings.sept30-oct2

readings.sept30-oct2 - September 30- October 2nd readings...

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September 30- October 2 nd readings New branded World-- No logo Naomi Klein David Ogilvy, founder of an advertising agency - A management theorists in the mid 1980s developed an idea that successful corporations must primarily produce brands , opposed to products - Until this time (1980s), a corporations primary concern was the production of goods - In 1983 it was proposed that the reason the economy has yet to recover from the depression was that manufacturers lost sight of the importance of making things —this is the proposition that that basic function of an industrial economy is the making of things. This lead to corporations being oversized, owning too much, employing too many people—this began to look less like the rout to success and more like clunky liability - At around this time corporations such as Nike, and Microsoft made the claim that the producing of goods was only an incidental part of their operation. Their products were now being made my contractors overseas. Now, rather than concentrating on the production of products, they concentrated on the images and marketing of their brands - Manufacturers no longer produce products and advertise them, but rather buy products and "brand" them The beginning of the brand - Branding and advertising is not the same thing. - The first mass- marketing campaigns started in the second half of the nineteenth century. They had more t do with advertising than with branding - Ads goals were to inform consumer bout the existence of a new invention and convince them that their lives would be better if they purchased their product (invention based- ads) - (Brand –based products) factories were now mass producing products and because of manufactured sameness, branding was used to distinguish between these products - In the 1880s, corporate logos were introduced to mass-produced products like Campbell's Soup, H.J. Heinz pickles and Quaker Oats cereal. - These brand names were tailored to evoke familiarity and folksiness, this helped with the thought of new and unsettling anonymity of packages goods - Ad campaigns at the end of the 19 th century and beginning of the 20 th used a set of ridged formulas: rivals were not mentioned, ad copy used declarative statements only and headlines were large, with lots of white space - Brands were now able to conjure a feeling - 1923 Barton said that the role of advertising was to help corporations find their soul. --- "I like to think of advertising as something big, something splendid, something which goes deep down into an institution and gets hold of the soul of it
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. . . . Institutions have souls, just as men and nations have souls,"
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readings.sept30-oct2 - September 30- October 2nd readings...

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