CMNS 223W Lecture Notes - Lecture 10: Urban Outfitters, American Apparel, Crass
24 Mar 2016
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Document Summary
Hay points to a symbiotic relationship of tv programming and advertising: in terms of the economic of production, surely, but also the narrative, cultural and ideological function of television. Focusing on the early years of live tv, he shows how messages of sponsors are integrated into the stories of shows in ways similar to product placements today -- think of: Absolut in sex and the city (links to an external site. ) Ads, then, are not necessarily an external disruption of programming; rather, advertising is an integral part of television culture as a whole. Tv ads must work within familiar narrative codes and rely on the audience"s tv literacy and at the same time they contribute to the visual style and narrative structure of non-advertising programming. By working within the narrative codes and stylistic conventions of the rest of television, the messages of ads become normalized and thus naturalized.
