Media, Information and Technoculture 3207F/G Study Guide - Midterm Guide: James Earl Jones, Froot Loops, Famous Footwear
16 Dec 2018
School
Department
Professor
TERMS
Direct Address
• Ex. Nike Famous Footwear Ad: Used in back to school ads because they know
parents will buy because of the acceptability halo
Dual Target
• Ex. Target Teacher
Cult of Self-Esteem
• Magic Feather Syndrome
Marketing
Advertising
Depth Approach
Motivation Research
Cult of Childhood
Trade Cards
Permissive Parenting
Kidfluence
Child lobbyist
Engineering of consent
Brand Extension
• Pokemon
Immersive Marketing
• Froot Loops kidspace
Clickerati
Advergames
Latchkey KGOY
• Age compression
Educational Acceptability halo
Attachment parenting
Baby-Genius Phenomenon
Universal Developmental milestones
James earl jones effect
Racial unconsciousness
Somatic markers
Latency stage
Adjacent attraction
• Reinforces somatic markers
Public service perspective
Influence market
Nag Factor/Pester power
Novelty/fantasy toys
Guided play
HISTORY
• Idea of child
• History of child consumer
LECTURE ONE
• Direct Address
• Dual Target
o Hasbro’s Rose Petal Cottage
• Cult of Self-Esteem: cultural and institutional nourishment of self-esteem
o Boy Named Charlie Brown
LECTURE TWO
• Marketing: the conceiving, promoting, distributing, and selling of a product
• Advertising: bringing a product to the attention of the public
• Freud
o Id, Ego, Superego
• Bernays
o Key: persuade irrational behaviour by linking products to unconscious
desires
o Saussure
▪ Sign = signifier + signified
• Depth Approach: advertising that accesses a deeper stratum of consciousness
• Motivation Research: psychological motivations of buying
• Ernest Dichter
o Housewife guilt and participation
o Advertising = lack + bond
• Aristotle
o Ethos (credibility), logos (logic), pathos (emotion)
LECTURE THREE
• View of Child
o 17th C: Rousseau: claimed childhood as sanctuary
o 19th C: child as sanctified figure
▪ Blake
▪ Liminal Status
▪ Cult of Childhood: the 19th century was recognized as the cult of
childhood because of the new view that the child was a sanctified
figure
• Ex. Fairytales
• History of Child Consumer
o Children in Victorian ads = symbols of purity
▪ Victorian children were passive and innocent
o Victorian trade cards transform kids into salesmen
▪ Ex. Bird’s Crystal Jelly
o Turn of the century = Industrial Revolution
▪ Rise of permissive parenting
▪ Demanding, insistent child of the early 20th century
• Ex. Wrigley’s Gum
o Early 20th century: Children as consumers-in-training
▪ About creating brand loyalty
▪ Ex. Gilette
Document Summary
Nike famous footwear ad: used in back to school ads because they know parents will buy because of the acceptability halo. Idea of child: history of child consumer. Lecture one: direct address, dual target, hasbro"s rose petal cottage, boy named charlie brown, cult of self-esteem: cultural and institutional nourishment of self-esteem. Fairytales: children in victorian ads = symbols of purity, victorian children were passive and innocent, victorian trade cards transform kids into salesmen, ex. Wrigley"s gum: about creating brand loyalty, ex. Nicky nome: branding educational materials, principle of kidfluence: recognition that the child has a great deal of influences over adult purchases, child lobbyist as part of ideal family, but there are criticisms, ex. Kidspace: kathryn montgomery, rise of the clickerati, intensficiation of the digital generation, advergames featuring brand mascots. Slumber time soother: can only leave kid alone if it is framed as a learning opportunity.
