YO! HAILING THE ALIENATED SPECTATOR
In this chapter, Goldman and Papson:
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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
QUESTION(s):
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Why do these styles advertisements work?
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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:
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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?