04:189:102 Lecture Notes - Lecture 18: The Gruen Transfer, Victor Gruen, Shopping

• School: Rutgers University
• Department: Communication and Informatio
• Course: 04:189:102
• Professor: THELANDERSSON; BOACHI, HENRY

Document Summary

We"re in a world where we recognize brands more than the environment. Used to engage with brands through their cartoon worlds. Now the brands come to our worlds. Not just what the ads say but where they appear. Brands are emphasized and based around us. Supposed to make you feel small and like you"re looking into the heavens. L. frank baum wrote wizard of oz and created department stores. When things are moving they feel it will make your money move. Separates sight from touch and will create desire. Paid people to act as window shoppers so real people would do it. People protested against this way of advertising and broke the glass. Companies used this to create broken looking windows. Victor gruen 1956, first mall in southdale minnesota. Mall would recreate public space of city. Malls are being abandoned but some are turning into living spaces. Transform single minded customer into open ended aimless shopper.