YO! HAILING THE ALIENATED SPECTATOR

 In this chapter, Goldman and Papson:

  • examines a shift in advertising tactics that stem from consequence of years of repeated advertising framework
  • focuses on viewer alienation and the various ways it has influenced the new modes of appellation in ads 
  • goes through a series of ads to use as examples as the authors explain the ideas and theories behind each method 

Signifying Honesty 

page 89, lower half of page
Here's an example: 


Other examples: 


QUESTION(s): 




  • Why do these styles advertisements work? 
  • Do they still work? On you or the general viewership?
  • How do factors of authenticity, self branding, and notions of post modern advertising come into play?

THE FLIP SIDE OF JADEDNESS: MEMORY AND A SENSE OF PLACE

 In this chapter, Goldman and Papson:

  • talk about the proliferation of connecting and referring to the past in advertising, the past becomes  a storehouse for recyclable exchange values 
  • the past is associated with better ideals than the present 
  • ads have thus invited viewers to see a fundamental social truth and are reminded of spatial barriers
  • the past has been commodified as a collective history, with its own sign systems


page 130, lower section


  • How does Microsoft utilize the idea of nostalgia? 
  • Was this ad "effective" on you? 

yo!

By majwie

yo!

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