Chapter 3 Flashcards
(17 cards)
What does “Chain of needs” refer to?
Customer needs lead to products, new needs are created by the unintended side effects of modern times, even newer products solve additional and even newer needs.
What are the 4 factors that gave rise to advertising?
Rise of capitalism, industrial revolution, the emergence of modern branding, and the rise of modern mass media
What is “slice of life” advertising?
- a carefully constructed snapshot of social life with the brand
- visual lesson on how to fit in, how to be urbane and modern
- places brands in a carefully constructed social setting where social tensions and cultural contradictions can be resolved by buying something
What is advertising that supposedly works on a subconscious level?
Subliminal advertising
What is interactive media?
Media that allows consumers to call up games, entertainment, shopping opportunities and educated programs on a subscription or pay per view basis
What is consumer generated content?
Ads for produced either in part or completely by their end user.
What is e-business?
A form of e-advertising or promotion in which companies selling to business customers rely notched internet to send messages and close sales.
What is branded entertainment? Give one example.
Embedding one’s brand or brand icons as part of any entertainment property in an effort to impress and connect with consumers in a unique and compelling way. Ex. Product placement
List 3 characteristics of the ad era of 1875-1918
- Called the PT Barnum era because ads were bold, carnivalesque, garish, and claimed incredible and often untrue things
- this was the beginning of modern advertising
- period of rapid urbanization, massive immigration, labour unrest, and the suffrage movement
Why is social and cultural change good for advertisers?
It creates opportunity as advertisers have something to solve just about any problem
List 3 characteristics of the depression era.
- people became skeptical of advertising as they associated it with greed and big business
- ads were sexual, harsher and often unethical
- advertisers played on the anxieties of vulnerable people
- radio emerged
List 3 characteristics of the 1920s
- advertising heyday, ads were stylish
- prosperous time, increasing hedonism
- modernity brought new consumer needs and ads catered to this. Advertisers had a cure for any anxiety and social failing one could imagine. Ie. chain of needs
- many modern techniques were invented in the 1920s including the “slice of life”
List 3 characteristics of the 1950s.
- attitudes towards advertising were negative. People were concerned about communism and mind control. They believed subliminal advertising could cause people to buy things they didn’t want
- rise of teenagers as a group to target in ads
- introductions of the tv
- suburbs we’re popular and there was an explosion of consumption
List 3 characteristics of the 1960s
- period of civil rights, the Vietnam war, sexual revolution, youth revolution
- creative revolution in advertising where creative directors and copywriters had more say
- advertising became self aware and ironic
- it was a time of rebellion so advertising capitalized on this finding a way to sell stuff even in an anti-consumption revolution. Still had to be hip and look hip to fit in with revolution.
List 2 characteristics of the 1970s
- ads were more sexual, less artistic, more racially integrated, and used more of a hard sell
- time of selfishness
List two characteristics of the 1980s
- time of political conservatism, capitalism and consumerism
- explosion of designer goods
List two characteristics of ads between 1993-2000
- e-revolution
- interactive media
