youth%2B2%2B09 - Youth II Youth Teens, Gen X,...

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Unformatted text preview: Youth II Youth Teens, Gen X, Counterculture From Conformity to Individuality From Since Since 1960s, never ending rebellion, creativity, individuality, rule-breaking. The 1950s. The Postwar boom: Social relations: Contradiction Social Contradiction 1) Futuristic, modern, space-age, new.• 2) Return to traditionalism. 2) The Teenager The Teenager Rosser Reeves Rosser Rosser Reeves: return to hard-sell return Unique Selling Proposition/Point Unique Features, numbers Features, Planned obsolescence. 2 major products: kitchens… ..and automobiles ..and Speed Speed The highway, traveling The Lifestyle: you are what you drive. Lifestyle: Glamorous Autos Glamorous They notice They Newness as desirable Newness Minor details—big deal Minor From office to home From Suburbs Suburbs Technology/Spectacle Technology/Spectacle Hiding: not just display Hiding: Glamour Glamour Family Family Sitcoms: Family/Domestic space Sitcoms: 1950s: Big Dreams, Big Commodities Commodities The 1960s The I. I. Nonconformity as Advertising Style: Nonconformity 1) Management theory/Office Structure. 1) Ad Agencies Ad 2) Graphic style 3) New consumer: youth/rebellion. 3) 1) Management theory/Office Structure. Ad Agencies Structure. Creative Revolution. 2) Graphic style 2) Bill Bill Bernbach: Back to Back simplicity. simplicity. Volkswagen: from Nazi car to Love Bug Love Transformation in ad style • Vs. Vs. Reeves: From Hard sell to soft sell. • Vs. Vs. 1950s car ads: Return to Product/Simplicity. VW: Turn shortcomings into virtues. We’re Number 2! We’re Disadvantages as selling point Disadvantages Result of VW campaign Result Anti-advertising: Anti-advertising: harnessing public mistrust of consumerism to consumerism itself. consumerism The anti-ad ad The Ads incorporate and solve problems of consumerism. problems Youth Youth More than a new More demographic: An attitude, lifestyle. Youthfulness. “Think young.” Youth of all ages Youth Youth Youth • Pleasure- seekers, seekers, • not just not social status. Youth Youth 60s 60s youth despised Madison Ave., but Madison Ave couldn't get enough of youth. Madison Advertising Advertising needs a new tone, a new mode of address, a new voice Rebellion: Rebellion: A) Deviants B) Desire: Urges & Relaxing Inhibitions Relaxing C) C) Counterculture. Counterculture D) Freedom and Individuality. Rebellion: Rebellion: A) Deviants A) Deviants A) A) Deviants A) B) Desire: Urges & B) Relaxing Inhibitions Relaxing Life is fun and wild Life Urges Urges Urges Urges A punch punch A punch punch C) Counterculture. Counterculture • By By 1966, Creative Revolution melds with counterculture. • Civil rights in 1964 • Anti-Mass Society Style Style Style Style Style Style Dodge rebellion Dodge Protest Protest Beyond protest Beyond Rebel against the counterculture Rebel D) Freedom and Individuality. D) • Let Let You Be You. • Break from Break crowd. crowd. In the spotlight In D) Freedom and Individuality. D) Cars & Colas Be different Be D) Freedom and Individuality. D) Changing Changing what it means to consume: means Counseling, not to adapt to modern world (1920s), but to be yourself and have purpose. purpose. 1960s legacy: Hip consumerism: recognizes recognizes alienation, boredom, disgust, and harnesses toward brand loyalty and accelerated consumption. Setting Setting up Gen X, savvy audience. ...
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This note was uploaded on 10/26/2011 for the course JOURNALISM 567:274 taught by Professor Braitich during the Fall '10 term at Rutgers.

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