MDSB03 Midterm Review Sheet.docx

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Media Studies
Stacy Jameson

MDSB03 Midterm Review Sheet Keywords/ Concepts/People • Advertising Williams writes that is not persuasive to use because people are too materialistic, but rather it is effective because modern people are not materialistic enough. If we were truly materialistic, then we would just want material goods for their pure material function, their inherent “use Value”. But just showing the product in an ad would not easily differentiate brands that are often exactly alike in substance and function.Ads therefore, frequently say that buying the material product (brand) will solve non-material problems: buying a car will provide family security. Brands have the power to solve our problems. • Fashion Concept of obsolescence, if refers to replacing old goods with new goods even if the old goods are still functional. Consumer culture applied obsolescence to nearly all product categories as a way to regulate market demand. Encouraging people to replace goods before the old ones were used up was another strategy for increasing markets. Products “are never offered in just one unique form; increasingly, the consumer is invited to choose between one variant and another, between one set of accessories, or gamuts, or programs, and another, and to combine the elements of each more or less freely. Fashion is in the Susan Strasser reading "TheAlien Past" and she talks about it on pg 32. • Ideology Acapitalist society produces more goods than are necessary for it to function; hence the need to consume goods is an important part of its ideology. Idea works far more subtly than it is based on false assumptions. In ideology assumptions are made about us, which we do not question, because we see them as already true: time it self has been appropriated as a part of ideology. ADS create an ‘alreadyness’of facts about ourselves as individuals that we are consumers that we have certain values, that we will freely buy things, consume on the basis of those values, and so on. • Commodity Fetishism The process by which mass produced goods are emptied of the meaning of their production (the context in which they were produced and the labor that created them) and then filled with new meanings in ways that both mystify the product and turn it into a fetish object. For instance, a designer shirt doesn’t contain within it the meaning of the context in which it is produced. The consumer is given no information about who sewed it, the factor where the material was produced, or the culture in which it was made. Rather the product is affixed with logos and linked to advertising images that imbue it with cultural meanings quite apart from those of its specific production conditions and context. Can be seen as a system of mystification that empties objects of the meaning of their production and then fill them with commodity status. • Bricolage/ Counterbricolage The redeployment of commodities for new purposes and meaning – the wearing of a safety pin as body decoration is called Bricolage. Bricolage is a mode of adaptation where things are put to uses for which they were not intended and in ways that dislocate them from their normal or expected context. Counter-Bricolage to appropriate styles which have reconfigured commodities. They repackage the youth styles that use bricolage to change the meaning of commodities, and resell those ideas to mainstream consumers. For instance, the youth style of wearing boxer shorts visibly above one’s pants has produced a fashion trend for designer boxer shorts. Contemporary advertising thus often uses codes of the street, urban hipness and subculture fashion to repackage products and sell them to consumer as authentic. • Equivalence to have a bmw or a mercedes means luxury . its kinda of like how a rose means romance although ad did not do that , thats just culture.AlthoughAds made a mercedes more rich and more about luxury than a hyundai. Get it ? The Gap ad described in the Manufacturing of Desire reading. (page 208) It creates a direct connection for the consumer between product and a figure of some kind. So the Gap ad said Marilyn Monroe or Picasso wore gap khakis so then the khakis become a signifier of creativity or fame. • Referent Systems The system of signs from which the product draws its image is a referent system In that the sign lifted out of it and placed in theAd. It is only by referring back to this system as a system of differences that the sign can function: it is hollow of meaning in itself; it signified is only a distinction rather than ”content”. Only the form and structure of the referent system are appropriated by the advertisement system; it is the relationship and distinction between parts, rather than the parts themselves, that make an already-structured external system so valuable to advertising. The links made between elements from a referent system and products arise from the place these elements have in the whole system rather than from their inherent qualities. • Chromolythography The first one refers to multi-coloured images for the first time. It was used in greeting cards and the marketing of toys • Participation Copy participatory copy has never been explicitly detailed in readings or lecture but I can discern it just means the shift from the speaking down to the consumer to a person to person discourse. I did some research, and scholars usually use this term to refer to a language of advertising that involves the consumer experience and invites the reader to become a part of that journey.Accomplished through testimonial spreads and directly addressing reader. “Advice” from other users • Cult of Thinness It's from the Jean Kilbourne video! Mostly about how pop culture likes to ridicule and mock celebrities who gained weight. It focuses on the obsession with thinness in media and advertisements. Case in point is how models are getting thinner and thinner, and if they're not thin enough Photoshop is used. So the obsession with thinness translates to everyday advertisements and women are bombarded with ads dealing with weight loss leading to even more dissatisfaction and ultimately more consumption. • William Benton • David Ogilvy Said one of the riskiest decision ever made and one which few advertisers would take • Consumer Culture Consumer culture is a commodity culture that is, a culture in which commodities are central to cultural meaning. Commodities are things that are bought and sold in a social system of exchange. The concept of commodity culture is intricately allied with the idea that we construct our identities, at least in part, through the consumer products that inhabit our lives. This is what media scholar Sturat Ewen has termed the commodity self, the idea that our selves, indeed our subjectivities, are mediated and constructed in part through our consumption and use of commodities. Clothing, music, cosmetic products, and cars, among other things, are commodities which people use to present their identities to those around them. • Smooth Coating Look at Roland Barthes' "Ornamental Cooking", he talks about this. Smooth coating is like "food porn". • Therapetuic ethic • Strategies Vs. Tactics • Repeat Motif • Type Tricks type tricks is laying out type (text) in a way that forms an image in order to attract a customer. aka. merry fucking christmas is written in a way that looks like a tree • Testimonials • Objective Correlative The only way of expressing emotion in the form of art, in other words, a set of objects, a situation, a chain of vents, which shall be the formula of that particular emotion; such that when the external facts, which must terminate in sensory experience, are given, the emotion is immediately evoked. The formulaic reaction implied in Eliot’s line is shown in countless television rituals; one might think a crackerjack pencil was the objective correlative for pleasure, by the obligatory shrieks and cheers of delight raised by the audience at each mention for the word “Crackerjack”. • Nostalgia • Puffing • Scare Copy scare copy is negative appeals that jolt the consumeri into a fear of social consequences that commodity consumption can prevent. For example, Lysol disinfectant argues that "She only had herself to blame" as people judge the woman's skin in the ad as too old for her husband • Spot • Market Segmentation Wendell smith warned of the growing danger of product competition, proposed an alternative to mass marketing that “find their markets of maximum potential as a result of recognition of difference in the requirements of market segments.” Think about Rich Vs poor different perspectives and symbolic value. Market segmentation provided a way of classifying priorities. • Leo Burnett • Planned Obsolescence • Overpromise • Commodity Self • Denotation/ Connotation • Side By SideApproach Side by Side approach posits the advertiser and consumer as team working towards a certain goal or task. It's a type of ad that uses a positive appeal to the consumer, as oppose to scare copies. • Slogans • Reason Why Campaign • Differentiation It is the first function of an advertisement to create a differentiation between one particular product and others in the same category. It does this by providing the product with an “image”; this image only succeeds in differentiating between products in so far as it is part of a system of difference. The identity of anything depends more on what it is not than what it is, since bou
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