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?
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