FTVMS110G
Week One
Consumerism
Brand – refers to the name and iconography of a product, replaces interpersonal communication with the producer, attempts to overlay transformational values for the consumer.
Target Audience
Pioneer advertising
Competitive advertising
Comparative advertising
Subliminal advertising
Materialism
Social marketing – kim dotcom pastiche
Green marketing
Culture of Commodity
‘Commodity fetishism’ (Karl Marx)
Example: price tag Uganda
Week Two
Capitalism – the means of production (factories, machines and organizations) are privately owned. The distribution of goods is determined by supply and demand rather than by collective decision-making. Individual had right to sell his/her own labor. Capitalism is also an ideology (a set of ideas, values and beliefs)
Conspicuous consumption – a sense of status and identity
‘Therapeutic ethos’ (TJ Jackson Lears) – consumer goods will not only satisfy us but also help to fix our deficiencies.
Branding
Phases:
1. Product – info – product as center of attention, emphasize product
2. Product – image – emphasizes benefits to the consumer, rather that product info
3. Personalization – direct relationship between product and human personality, personal attributes become transferred to the product. T.V becomes major medium example-Marlboro man
4. Lifestyle – (market segmentation) – product displayed in a social context and functions as a “totem of belonging’ to a particular group. Ads often focus on the primary activity rather that consumption style (e.g. entertaining, going out, holidaying, and relaxing) lifestyle ads become prominent from 1950s rise of TV.
5. Demassification – process of market segmentation continues and intensifies, associated with the rise of branding culture. Emphasis on authenticity, cratrivity and play, self-awareness, transformative power of the object (e.g. ipod) niche market
6. Consumption commodities – how community has changed, the traditional community are
Consumerism
Brand – refers to the name and iconography of a product, replaces interpersonal communication with the producer, attempts to overlay transformational values for the consumer.
Target Audience
Pioneer advertising
Competitive advertising
Comparative advertising
Subliminal advertising
Materialism
Social marketing – kim dotcom pastiche
Green marketing
Culture of Commodity
‘Commodity fetishism’ (Karl Marx)
Example: price tag Uganda
Week Two
Capitalism – the means of production (factories, machines and organizations) are privately owned. The distribution of goods is determined by supply and demand rather than by collective decision-making. Individual had right to sell his/her own labor. Capitalism is also an ideology (a set of ideas, values and beliefs)
Conspicuous consumption – a sense of status and identity
‘Therapeutic ethos’ (TJ Jackson Lears) – consumer goods will not only satisfy us but also help to fix our deficiencies.
Branding
Phases:
1. Product – info – product as center of attention, emphasize product
2. Product – image – emphasizes benefits to the consumer, rather that product info
3. Personalization – direct relationship between product and human personality, personal attributes become transferred to the product. T.V becomes major medium example-Marlboro man
4. Lifestyle – (market segmentation) – product displayed in a social context and functions as a “totem of belonging’ to a particular group. Ads often focus on the primary activity rather that consumption style (e.g. entertaining, going out, holidaying, and relaxing) lifestyle ads become prominent from 1950s rise of TV.
5. Demassification – process of market segmentation continues and intensifies, associated with the rise of branding culture. Emphasis on authenticity, cratrivity and play, self-awareness, transformative power of the object (e.g. ipod) niche market
6. Consumption commodities – how community has changed, the traditional community are