Title: Lecture Nine: Cultural Research
1Lecture NineCultural Research
- Stephen Brown
- www.sfxbrown.com
2Imagining Marketing Art, Aesthetics and the
Avant-Garde
- Edited by
- Stephen Brown and Anthony Patterson
- Routledge, London, 2000
3The Critics Raved!
Truth to tell, its magnificent
I have seen the future of marketing and its in
focus for once. Stretch your imagination with
Imagining Marketing
Ted Levitt
Shelby Hunt
Morris Holbrook
If you plan to buy one marketing book this year,
plan to buy this one
Avoid anxiety, acquire this book
Malcolm McDonald
4Shopper Typologies
- Stone - Economic, Personalising, Ethical
Apathetic - Kotler - Marshallian, Pavlovian, Freudian,
Veblenian - Stephenson Willett - Price-led, Store Loyal,
Convenience, Recreational - Lesser Hughes - Traditional, Inactive,
Dedicated Fringe etc.
5The Apathetic Shopper
- Those who have no real interest in or actively
dislike shopping and who appear to endure rather
than enjoy the whole experience - (Brown and Reid 1997, p. 80)
6The Sunday Times10/13/96
- A shopper died yesterday in what police are
regarding as Britains first trolley rage
fatality. Gordon Edwards, 71, a retired
businessman, clashed with another customer in the
car park of a supermarket in Darlington, Co.
Durham. A man was helping police last night.
7Sex n Shopping
- We met in Exotic Fruit. I had first seen him in
green vegetables, our eyes had - possibly - met,
but we finally spoke over the Honeydew Melons.
When he stopped by the counter, I had one melon
in each hand, holding them up as though to
imitate someone with huge bosoms. I offered them
to him. How can you tell if these are ripe? I
asked. He looked at me quickly. I was about to
ask you that, he replied, giving the fruit
little squeezes with his thumbs. My - heart quickened.
- (Lonrigg, The Independent, 5/25/98)
8Cultural Marketing Research
- More insight from cultural artefacts than
conventional research methods - Broad definition of culture (low culture
especially) - Elevates art over science
- Different methods of evaluation
- Appropriate in post-shopper epoch
9Art for Arts Sake
- art can be a useful way of generating
knowledge..art has much to contribute to consumer
behaviourart may be seen to provide an
attractive alternative to more traditional
scientific means of consumer research - (Belk 1986, p. 29)
- Fiction can serve as our reconnaissance into
all those jungles and up those precipices of
human behaviour that psychiatry, history,
theology and sociology are too intellectually
encumbered to try - (Mailer 1991, p.159)
- Ironically, fiction is now the closest were
likely to come to the truth and as such it should
be loved and cherished - (Young and Caveney 1992, p. viii)
10Cultural Marketing Research
- Examine works of art
- Explore artists themselves
- Apply tools of artistic appreciation
- Adopt artistic modes of representation
11Works of Art
- Books
- compulsive consumption (Fitzgerald)
- department store (Zola)
- advertising meaning (Lodge)
- salesmanship (Miller, Updike, Mamet)
- Generation X (Coupland)
- too-much-ness (Easton Ellis)
- shopping/brands/obsessive fandom (Fielding,
Hornby)
12Books Etc.
- Harry Potter
- magic
- mystery
- imagination
- Nicolson Baker
- soda drinking
- shoelaces
- PLC
13Prell Life Cycle
- Prells green is too simple a green for us now
the false French of its name seems kitschy not
chic, and where once it was enveloped in my
TV-soaked mind by the immediacy and throatiness
of womanly voice-overs, it is now late in its
decline, lightly advertised, having descended
year by year through the thick but hygroscopic
emulsions of our esteem , like the large
descending pearl that was used in one of its
greatest early ads to prove how lusciously thick
it was.
14Scruples
- In Beverly Hills only the infirm and the senile
do not drive their own cars. The local police
are accustomed to odd combinations of vehicle and
driver the stately, nearsighted retired banker
making an illegal left-hand turn in his Dino
Ferrari, the teenager speeding to a tennis lesson
in a fifty-five thousand dollar Rolls-Royce
Corniche, the matronly civic leader blithly
parking her bright red Jaguar at a bus stop
15Scruples II
- Content analysis of brand names
- Difference by category
- Difference between books
- Evidence of product placement
16Never Mind the Width, Feel the Quality
- Hedonic consumption
- Obsessive collecting
- Gift-giving
- Shopper apathy
- Shopping addiction
17Shopaholics Anonymous
- There was something which almost relieved her
constant tension in prowling daily through the
boutiques and department stores of Beverly Hills,
buying always buying - what did it matter if she
needed the clothes or notBilly knew perfectly
well as she walked into the General Store or
Dorsos or Saks, that she was falling into the
classic occupation of rich, idle women buying
supremely unnecessary clothes to feed, but never
fill, the emptiness within. Its that or get fat
again, she told herself, as she walked up Rodeo
or down Camden, feeling a sexual buzz as she
searched through the windows for new merchandise.
The thrill was in the trying on, in the buying.
The moment after she had acquired something new
it became meaningless to her. - (Krantz, 1978, pp.205-6)
18Cultural Marketing Research Artists
- Edouard Manet
- Salvadore Dali
- Andy Warhol
- Richard Prince
- Duane Hanson
- Barbara Kruger
- Jeff Koons
- Mark Kostabi
- Damien Hirst
- Jenny Holtzer
- Komar Melamid
- Matthew Barney
Thomas Kinkade
19W.B. Yeats,Marketing Man
- William Butler Yeats (1865-1939)
- Aesthete, Art for Art's Sake
- Wacko Willy/Willy Wacker
- Anti-marketing
20To a Wealthy Man who promised a Second
Subscription to the Dublin Municipal Gallery if
it wereproved the People wanted Pictures
- What cared Duke Ercole, that bid
- His mummers to the market-place,
- What th onion-sellers thought or did
- So that his Plautus set the pace
- For the Italian comedies?
- And Guidobaldo, when he made
- That grammar school of courtesies
- Where wit and beauty learned their trade
- Upon Urbinos windy hill,
- Had sent no runners to and fro
- That he might learn the shepherds will.
21Dancer From the Dance
- Family background
- Practical Business Experience
- Positioning in Poetic Marketplace
- Shameless Self-promotion
22Barter That Horn and Every Good
- You will find it a good thing to make verses on
Irish legends and places and so forth. It helps
origonality (sic) and makes ones verses sincere,
and gives one less numerous compeditors (sic) - (quoted in Brown 1999 64)
23All Changed, Changed Utterly
- Attitude to Work - 'Trade'
- Commerce in Work Itself
- Return of Marketing Repressed
- Fiddler of Dooney
24The Fiddler of Dooney
- When I play on my fiddle in Dooney,
- Folk dance like a wave of the sea
- My cousin is priest in Kilvarnet,
- My brother in Mocharabuiee.
- I passed my brother and cousin
- They read in their books of prayer
- I read in my book of songs
- I bought at the Sligo fair.
- When we come at the end of time
- To Peter sitting in state,
- He will smile on three old spirits,
- But call me first through the gate
For the good are always the merry, Save by an
evil chance, And the merry love the fiddle, And
the merry love to dance And when the folk there
spy me, They will all come up to me, With Here
is the fiddler of Dooney! And dance like a wave
of the sea.
25Chronicle of the Celtic Marketing Circle
- Apocryphal
- Typical of Late 19th Century
- Celtic Order
- 'Marketing' Not Anachronistic
26Chronicle of the Celtic Marketing Circle
- O marketeers in time to come,
- Neath Beal Feirsdes fort fair
- The Saxon comb clasps every one
- Wan hank of wind-weft hair.
- To paradise, away, away,
- To paradise, away.
Still circles turn and turn again, Thro
Clandeboyes gull grey The Celt descend in veils
of rain As Dionysus deigns to pray. To paradise,
away, away, To paradise, I say.
Where Tone and Joy McCracken stood, In light of
days gone by The faery hound, Muirthemmes
brood Boars bustle in the sty. To paradise,
away, away, To paradise, today.
If object be the subject Yet of Sidhe stilld
Triton horn The merchant roiling moon reject On
McArts aureate morn. To paradise, away, away, To
paradise, aweigh.
A carious cave calls out in sorrow, When Dalriada
lifts in song The trading toil atones
tomorrow, Unless a register is wrong. To
paradise, away, away, To paradise, to stay.
27Slouching Toward Northwestern
- CMC, so what?
- Marketing Modalities
- Occult Order?
- Precise Date!
28Cultural Research Exercise
- Consider the Moet Chandon ad
- Who is it by?
- What age is it?
- Which epoch does it depict?
- Where it is set?
- What happens next?
- Why this approach?
- Realism or Magic Realism?
29Literary Theory(Textual Metaphor)
- New Criticism
- Psychoanalytical
- Marxist
- Reader-response
- Russian Formalists
- Structuralism
- Archetypal
- Post-structuralism
- Post-colonialism
- Feminism
- Bakhtinian
- New Historicism
- Autobiographical
- Anxiety of Influence
30Heritage Parks Study
- Retroscapes
- Locations (MoA, UFTM, U-AFP)
- Information gathering
- Conceptual framework
- Fredric Jameson
31Jamesonian Themes
- Absence
- Narrative
- Hyperspace
- Retrotopia
- Connectivity
32Absence
- Preserve way of life
- Preoccupation with whats not there
- Lack of information
- Discourse of non-presence
- Fall Homecoming
- Geneaology
- Whats left out by museums
33Narrative
- Heritage industry Big Bad Wolf
- Heritage park Prince Charming
- Intra-park stories Algeresque
- Spatial trail of tales
- Buildings, people, attendants
- Consumers engagement with park
- Incomplete, not cohere
34Hyperspace
- Decentred, to different degrees
- Disorienting, geography exhibits
- De-differentiation, blurred
- Really real, reality from fake
35Retrotopia
- Attitude to past, ambivalent
- Good old bad old days
- Schizophrenic
- Exactly as was, yet all the same
- Ironic attitude
- Post-tourist?
36Connectivity
- Heritage parks about connections
- Present to past
- People to past
- Family groups
- Marketing of parks
- Nostalgia for marketing
- Marketing makes parks real
37Big Question
- Should we, as marketing researchers, try to be
artistic ourselves?
38Bigger Question
- How and in what way can we be artistic?
39Artistic Issues
- Creative writing?
- Other forms of artistry?
- Use of introspection?
- Politics of artistry?
- Evaluation of artistry?
- What criteria employ?
- Consider research report - possible to change?
40Judge That Ye Be Not Judged
Art
Criteria
Science