Beruflich Dokumente
Kultur Dokumente
M
Edward Bernays Father of Public Relations
o
Roland Marchand, Advertising the American Dream (Berkley: University of California Press, 1985), p 13
Techniques that involve editorial copy -blended in with the magazine print
assumed the role of friend and confidante through testimonials of ordinary people, fictional
friends
celebrities that advise and coached the consumer on what products and brands to buy and how to
use them.
Roland Marchand, Advertising the American Dream (Berkley: University of California Press, 1985), p 84
M
In the 1950s Marlboro undertook a campaign to associate its cigarette with masculinity associating
smoking its product with being a real man
Its message was pretty clear: the post-Liberation
woman was strong and empowered, and equal to her
male, Marlboro-smoking counterpart.
To prove it, she had her own equally addictive
cigarettes, created just for her.
F
Boorstin invents the term pseudo-event in this book which is a false event that is intentionally created. Advertising
makes a shift from the truth to what is believable.
There was a time when the reader of an unexciting newspaper would remark. 'How dull is the world today!'
Nowadays he says, 'What a dull newspaper!'
People enjoy being deceived. In a twisted way, it provides entertainment.
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1990s saw the rise of ironic sexism in advertising - g. Ironic
sexism has been described as an ironic and reflexive form of address
which acknowledged the consumers savviness with a knowing wink and
nod
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Also known as liberal sexism and ironic sexism,[1] is
defined by Alissa Quart in New York magazine as "the
objectification of women but in a manner that uses
mockery, quotation marks, and paradox".[2] It is
rooted in the idea that sexism is an outdated and
archaic institution which people do not engage in
I should know better and I
don't care.
Wallace, Kelsey (November 1, 2012). ""Hipster Sexism": Just as Bad as Regular Old Sexism, or Worse?". Bitchmagazine.org
Quart, Alissa (October 30, 2012). "The Age of Hipster Sexism". New York Magazine..
2009 - DELLA - "Get moving: Tools like Gyminee help you track workouts &
reach your fitness goals. You can even map out new running routes via sites
like Map my run. Improve your mood by listening to music, viewing pictures,
or even watching a movie."
A
When the restless, isolated, bored, and insecure housewife
fled the feminine mystique for the workplace, advertisers
faced the loss of their primary consumer.
The Beauty Myth: How Images of Beauty Are Used Against Women , 2002 p66
Campaign Reaction:
Criticized for Unilever promoting Fair & Lovely, a skin
lightening product and owning Axe hygiene products
which markets to men using overtly sexualized
women.
The argument of 'beauty defines women' remains,
Marketing does not have a responsibility for improving societal attitudes or breaking
down gender stereotypes.
Marketing is responsible to and paid for the brand that is attempting to persuade a
specific target market with a particular message.
There are ethical guidelines and rules that apply in how this is achieved, but there are
also certain realities that dictate how marketing campaigns represent certain groups.
http://ase.tufts.edu/gdae/CS/Anticonsumption.pdf