CMNS 323W Lecture Notes - Lecture 8: Viral Marketing, Precognition, Spreadability
24 Mar 2016
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Document Summary
This module gets at some of the external reasons for the changes in advertising that began in the 1980s. Viewers who are exposed to thousands of ads can become too familiar with their conventions and become immune to their strategies. They can also become angry, jaded and alienated from the constant barrage of advertising and weary of the perpetual positive messages and artiicial optimism of consumer culture. How can advertisers stand out and cut through this clutter and reach. They do it by representing the audience"s alienation back to them in what amounts to an updated version of side-by-side advertising. Ads draw upon cultural resistance (often music subcultures) attack mainstream values, use shock efects, negative appellation and by attacking advertising and consumer culture itself. All of this is an attempt to get viewers reengaged and participating in the process of signiication once again.
