9.2 - 9/2 Review: Ad messages - Conventional wisdom -...

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9/2 Review: Ad messages - Conventional wisdom - Dominance in life - Dominant rhetorical aspects o Fetishism o Eroticization o Manufacturing discontent o Dominant value system (consumption is the highest expression of self) - Ad creep 1. Problem of culture and noise a. General increase in saturation b. Increase in resistance and ad cynicism c. Culture of ad resistance 2. Guerilla advertising (response to resistance) a. Unconventional advertising b. Example: Amazon stacks boxes outside Park Ave. apartments to create better brand image c. Generate buzz: go to busy place and 2 regular people will have loud (paid) conversation about what company wants to create buzz about 3. From Ads to PR a. Ads more overt b. PR works behind the curtain c. People don’t trust ads b/c they can recognize them Trend: End of 90s: ad saturation gets to points where people start conducting studies Increased resistance Moonverstising campaign RISE OF BRAND CULTURE 1. Early ads = informational a. Not applicable presently
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9.2 - 9/2 Review: Ad messages - Conventional wisdom -...

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