Vehicle Strand Advertising and Branding

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Vehicle StrandAdvertising and Branding
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Advertising and Branding ? Branston
Stafford history of advertising and
marketing, movie tie-ins, influence and
objections, regulation? advertising and
branding key part of todays mediated
environment ? Key term brand
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FuturamaA Fishful of Dollars (1999)
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What is a Brand? ? a mark made by a red hot
iron ? used on cattle (ownership) ? used on
convicted criminals (disgrace)
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Exercise Branded ? Make a list of all the
items you have with you right now. ? Note
those which are branded name, logo, mark, etc
? Do you have more branded or more unbranded
items?
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Advertising? traditional view? advertising
persuade people to buy goods? successful
advertising more sales e.g. washing powder,
car, shampoo
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Naomi Klein, No Logo? Klein this is no
longer the case? Klein, Canadian journalist? No
Logo (2000)? advertising is not about goods at
all? specific products are largely irrelevant?
you dont buy products, but brands? what does
Klein mean by this?
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History of Branding? mass marketing
campaigns began second half 19th century?
advertised new products radios, phonographs,
cars, light bulbs? advertisements
information and persuasion
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History of Branding? traditional staples
scooped from bins soap, flour, oats, etc ?
uniform, factory-produced staples needed
distinguishing? proper names used Quaker
Oats, Campbells Soup, Heinz pickles, Uncle
Bens rice, etc? beginnings of corporate
personalities
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Twentieth Century? early 20th century
growing awareness of the importance of brand
image? 1920s Bruce Barton (General Motors)
role of advertising for corporations to
find their souls ? 1940s talk of corporate
consciousness, brand essence, brand
identities
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1980s? 1988 Philip Morris (tobacco)
purchase Kraft (food) for 12.6 billion? six
times the companys actual worth? brand name
Kraft was the most important part of company?
a new recognition of the importance of brand
names Any Questions?
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Exercise Shampoo Planet? Consider the 8
brands of shampoo.? What qualities and
connotations do you associate with each? What
is the soul or personality of each of
these brands?
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• Exercise Shampoo Planet? Body Shop
• Head Shoulders
• Pantene Pro-V
• Calvin Klein
• LOreal
• Tesco
• Johnsons
• ? Dove

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Advertising? we have an impression of the
product without having tried it? advertising
informs brand ? throughout growth of the brand
advertising has increased hugely
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New Locations? advertisers desperate to get
ads into new places ? Gordons Gin juniper
berries? Calvin Klein perfume strips?
Scandinavian phone calls? NASAs space
stations? Pepsi and the moon
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Diminishing Returns? the more you advertise,
the less people take notice? adverts become
environmental? David Lubars (ad exec)
Consumers are like roaches you spray them
and spray them and they get immune after a
while.
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Advertising Brands? Klein advertising isnt
simply about selling products? brand core
meaning (message) of the corporation? adverts
a means (vehicle) for conveying that message
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New Corporations? successful corporations of
1980s Nike, Microsoft, Tommy Hilfiger,
Intel? producing goods unimportant? passed to
oversees contractors? cheaper lower wages,
laxer safety and welfare laws
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Tommy Hilfiger? corporations buy goods and
brand them? Tommy Hilfiger doesnt produce
anything? commission underwear from Jockey,
jeans from Pepe, etc? then add their brand name
(or get someone to do that too)
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Nike? Nike CEO Phil Knight For years we
thought of ourselves as a production-oriented
company, meaning we put all our emphasis on
designing and manufacturing the product. But now
we understand that the most important thing we do
is market the product. Weve come around to
saying that Nike is a marketing-oriented company,
and the product is our most important marketing
tool. ? product a marketing tool? a complete
reversal
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Producing Images? objective employ and
produce as little as possible ? big
corporations dont make products? they produce
images, representations and ideologies
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Buying into a Brand? you dont buy a branded
product? you buy into a way of life, an
attitude, a set of values, look, idea, an
ideology ? Nike dont sell sports products but
enhance peoples lives through sports and
fitness ? IBM dont sell computers but rather
business solutions? Microsoft dont sell
software but ask where do you want to go
today?? Diesel doesnt sell clothes but rather
a style of life
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Summary Age of the Brand? products are
relatively unimportant? advertising is not of
products? advertising and products are part of
branding? brands images, ideologies,
lifestyles? advertising of brands is set to
increase?? even into dreams and classroom? Any
Questions?
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Shock Advertising? The Fine Art of Separating
People from their Money (1997)? video
available in library ? Dennis Hopper hosts?
shock advertising and brands ? warning shocking
images!
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Exercise Shock Advertising(1) Which imagery
did you find most shocking? Why? (2) Does the
fact that an advert is shocking make it good
advertising? (3) Does advertising have a social
responsibility? (4) Can advertising fulfil a
useful social function as well as promoting a
brand?
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Environment StrandEnvironments
andAnti-Environments
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Environments andAnti-Environments? Key term
anti-environments ? first environments (Week
1)? media extensions environments
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Extensions? All media are extensions of
some human faculty psychic or physical
(McLuhan and Fiore 1967, p. 26) ? wheel
extension of the foot? book extension of the
eye? clothing extension of the skin? electric
circuitry (computer) extension of the
central nervous system? all enhance some human
faculty i.e. extend us
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Environments? Any technology or extension of
man creates a new environment (McLuhan
1969, p. 31) ? extensions lead to a change in
our relationship with our surroundings? we
understand world differently? we act and behave
differently? examples
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Example Environments? Clothing extends our
skin we experience the physical environment
very differently, e.g. thermals, wet suit ?
Alphabet extends our visual sense shifts us
from acoustic to visual space? TV extends sight
and hearing the new global environment, i.e.
village
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Invisible Environments? environments are
imperceptible (invisible) ? we dont notice that
people are wearing clothes? nice jacket
not clothes today? ? we dont notice our
acoustic, cool, global village? we notice
particular TV shows (content) not TV itself
(medium) Any questions?
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McLuhans Fish? One thing about which fish
know exactly nothing is water, since they have
no anti- environment which would enable them
to perceive the element they live in.
(McLuhan and Fiore,1968, p. 175)? what is an
anti-environment?
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Anti-Environments? we are shaped by our
environment ? but the environment is
imperceptible? we dont notice the far reaching
effects that environments have on us ? how can
people be made aware?? we need new strategies of
attention and perception? we need to
create anti-environments
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Anti-Environment Definition? an
anti-environment is anything that draws our
attention to the environment in which we live,
which would otherwise remain invisible,
affecting us without our knowing it ? 3
examples (linked to vehicle strand)? McLuhan
starts with art
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1. Art as Anti-Environment? art can train our
perception onto the environment ? e.g. Pop
Art 1960s (c. McLuhan) incorporates elements
from popular or mass culture ? pop art uses
everyday objects anti-environmentally? an
example
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Andy Warhol? started out in advertising?
famous as an artist in early 1960s? started
painting household products ? Campbells Soup
Can, 1964 (same year as Understanding Media)
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Why Soup?? 1964 80 soup Campbells?
ubiquitous in American shops, supermarkets and
homes? stacked on shop shelves ? McLuhan The
world of modern advertising is a magical
environment constructed to produce effects for
the total economy but not designed to
increase human awareness. (1966, p. 111)
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Why Soup?? Pop Art reminds us that ordinarily
our artefacts and images dont train our
perception or awareness? soup cans in a gallery
draw attention to our environment ? we are
surrounded by soup cans i.e. by commercial
branding? good or bad? just there
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Anti Environments? McLuhan
anti-environments must constantly be renewed?
we get used to anti-environments, and they
become merely environments ? Warhol postcards,
key-rings, teapots? all now part of the
Warhol brand? Warhol-inspired range of soups
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2. Graffiti as Anti-Environment? McLuhan
artists tend to be considered enemies or
criminals of society? Banksy is a criminal?
An Exterior Paint Specialist? i.e. graffiti
artist ? creates anti-environments around
London and Bristol? designed to make you pause
and notice your environment
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Banksy? more http//www.banksy.co.uk/ ?
created an anti-environment at the Museum of
Modern Art in New York? installed an image of
his own
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• Discount Soup Can? Warhols soup can became
  environmental? what does Banksys Discount
  Soup Can show us?
• modern art has become merely environmental??
  art galleries ? anti-environments for
  self-satisfied elites?? limits of what you can
  do in a gallery?
• ? removed soon after

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3. Adbusters Anti-Environments? Adbusters
global network of activists (based in
Canada)? http//www.adbusters.org ? concerned
with the erosion of our physical and mental
environments by commercial forces ? opposed
to physical pollution by corporations, but
also the pollution of the mental environment
by branding
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Culture Jamming? what do they do? ? engage
in culture jamming? free up the mental
environment by creating anti-environments
(1) magazine (2) campaigns ? magazine
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Adbusters Magazine? slick, glossy,
well-designed magazine? where The Face and ID
are environmental, Adbusters seeks to be
anti-environmental? articles, probes, and spoof
ads
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Campaign TV Turnoff Week? runs most years,
end of April ? goal to shake up routines and
get people questioning the role of TV in
their lives? It's about cleaning up the
mental environment. Like our oceans and air,
our shared mindscape is littered with
pollutants -- distorted news, manipulative
ads, violence and top-down culture.
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TV Turnoff Week? buy a TV-B-Gone? turns
off every TV within a few metres ? not anti-TV
per se? show own adverts (subverts) ? want
people to think about the TV environment we
dont even notice? passive spectator active
participant
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No Future?? McLuhan anti-environments
provide early warning systems? if we dont
notice what media do to us, we will be
controlled by them? We become what we behold.
We shape our tools and thereafter our tools
shape us (McLuhan, 1964)? cf. The Matrix
controlled by technology
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No Inevitability? There is absolutely no
inevitability as long as there is a
willingness to contemplate what is
happening. (McLuhan and Fiore, 1967, p. 25) ?
creating anti-environments contemplate what
is happening, refuse to let our tools take
control Any Questions?
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Module Forum? great topics and posts ? Module
Handbook, p. 12? 10 posts minimum? deadline
12.30pm Monday 08.12.08 ? for feedback put an
SAE in postbox add U75102 Module Forum ?
assessment criteria
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Assessment Criteria? Module Handbook, p. 14
? dont just state your opinion ? engagement
with theories concepts dont have to agree,
but must address? application to specific
examples of your own? interaction with other
participants take up the discussion,
respond Any Questions?
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Before Next Week? read Branston Stafford
(2006) pp. 317-28 on Celebrity, Stardom
Marketing? read David Starkey, Chasing
Shadows (collect photocopy now)