EC: Response to Jamie's question, week 8

Do you think anyone really can say that he/she is not impacted by advertisements?

In response to Jamie's question, I don't think that anyone in our American culture can say that they are not impacted by advertisements. We see thousands of advertisements everyday, most in the obvious mediums (ex. television, radio, internet, billboards), but we also see them in less obvious places (ex. clothing, product placement, phone applications etc.) Although we may not be positively impacted by these advertisements, meaning that they persuade us to consume a product, we still notice them and create an understanding of a certain product and how it fits into our world. Whether or not we are a fan of the product is a completely different issue. I think this ties into Jamie's question of how can we not be affected by advertisements if they hold permanent memories in our minds. I don't think it is possible to avoid being affect by advertisements in our culture. Aside from the sheer volume of advertisements that we consume on a daily basis, advertisements have affected that we interpersonally communicate with one another. Without an understanding of advertisements, it would be difficult to read into the nuances of conversations due to the references that people make to them when they communicate. Advertisements, when not openly referenced, are often used as examples, metaphors, and similes in conversation, so even if a person was able to avoid the actual advertisements, they would likely be affected by them by communicating with others. Even though we can dismiss the value of advertisements, it's impossible in modern American culture to avoid the impact of advertisements in some shape or form.

Representation and New Media

1. David Blakesely talks about identification as a desire to find a relationship between ourselves and icons, images, ideas etc. He says when "pushed to its extreme, we desire to become the other, to inhabit that psychological and physical space, to take ownership of some kind, to walk in someone else’s shoes for awhile” (Blakesley, p.117), meaning that when we watch films, we long to relate and be like characters in movies, even if only temporarily. This can lead to us feeling like the characters are real, and somehow connected with us. Are there some movies or television shows that you've seen where you've experienced this feeling for yourself? If so, what movies and what characters?

2. Since we do desire to relate and identify with characters in films, this obviously leads to generalizations and stereotypes that are generated out of constant messages that label men and women into certain roles. When tied into the concept of gaze by Mulvey, we understand that "in their traditional exhibitionist role women are simultaneously looked at and displayed...the woman is the image, and the man is the bearer of the look" (Blakesley, p. 121). How does this affect our understanding of the world around us, and is there a way to escape these gender stereotypes, especially those of women, when movies keep coming out that confirm them? What movies have you seen that either confirm, contradict, or redefine gaze?

3. Heung talks about internalized colonization, and it is defined as "the process by which stereotypes infiltrate and transform the consciousness of Asian women, with dire results for how the same women view and experience themselves" (Heung, p.84). An effect of colonialism, internalized colonization not only shapes how Asian women are understood by people of other races, it also affects how they perceive themselves. The article talks about how female Asian filmwriters struggle to deconstruct these stereotypes. What movies have you seen that took part in internalized colonization? Did you realize it at the time? What made it clear to you that a stereotype was being created, and did it shape your view of Asian women? If not, how did you avoid it?

Exercise on Persuasion and Consumption -- Starbucks

Sitting in Starbucks today, I spent some time focusing on the environment and how it is tailored to consumers in order to motivate them to make purchases. Right away, I noticed the smell of coffee. The coffee was of course a Starbucks blend, and wafted through the air. The lighting of the coffee shop was warm and inviting, and music was playing throughout the store. A television screen on one side of the store showed the songs that were playing, and the artist and album name. Aesthetically speaking, the store was properly branded in true Starbucks style. The right shades of green and brown combined with the typical red that comes once a year on the celebrated Starbucks holiday coffee cups. There was no confusion about what coffee shop I was in. All of these elements appealed to the senses, and subliminally constantly reminded me that I was in a comfortable setting, and that the setting was a Starbucks store.

All of these elements were consciously chosen in order to appeal to customers and make them want to buy coffee, treats, and merchandise. The baristas who worked behind the counter were also a major factor in the consumption process. They were very friendly and helpful, asking customers if they wanted anything to eat their drinks while inquiring each individual customer’s day. They made customers feel as if they were important, and often times, they remembered the names of regular customers, and the drinks that they normally ordered. Their communication was effective because it made the customer feel special, and reinforced their choice to come to Starbucks next time they want coffee, instead of any other coffee place on Capitol Hill. Personal relationships draw customers back to the same store because it’s a commodity that they might not get at another coffee shop that they aren’t familiar with.

There are many examples of effective marketing at Starbucks. Baristas make the drinks quickly and efficiently, and the drinks taste like Starbucks. The coffee, syrups, and chocolate are unique to the Starbucks chain. The taste isn’t necessarily better or worse, but it is an expected taste that customers are looking for when they order a drink at this store. When a customer gets the drink made right and in a certain amount of time, they walk away happy, and will likely come again. Another example is the music. The music is mainstream enough to appeal to most audiences. It isn’t too loud, but it’s always present in the background. Customers are told what they are listening to so that they can easily buy it if they choose to. Additionally, there are free download cards at the cash register that allow customers to sample some of the Starbucks tracks, which makes them more likely to buy songs similar to it in the future, hopefully from the Starbucks website. Also, the Starbucks branding is effective because of its prominence. The green straws and the cups are well-known to most audiences, and I know personally that sometimes when I see someone walking past me with a Starbucks coffee cup, it often makes me crave Starbucks coffee. Starbucks is able to get their brand across both internally within the store, and externally once a customer leaves with product in their hand.

Starbucks does an effective job of attracting and maintaining a solid and committed customer base through their branding, their service, and their appeal to the senses. Although they don’t constantly remind customers that they are selling coffee, they reinforce their marketing through a variety of portals that affect and ultimately persuade consumers.

Chapter 10

Common Advertising Appeals: In American society, we see approximately 3000 advertisements daily. There are many common portals that display advertisements constantly, from television to radio to the internet. However, even when we are avoiding advertising, we are still being sold to. Think about the billboards on the walk to work, people’s bumper stickers, the logos on your friends t-shirts. In chapter 10, we learned that there are common advertising appeals: emotional , humor, guilt, isolation, and sex. What advertising appeal is the most effective, and the most used on American audiences?

Advertising and Children: Chapter 10 claims that “studies reveal that advertising makes kids more materialistic…[and] that commercials play significant roles in the lives of children”. Although not outwardly stated, it appears that the authors believe that this is a negative aspect of persuasive advertising. However, since we do live in a highly consumerist society, is it necessary for children to be susceptible to advertising? Could our society function without advertising, especially to children, since they are the next generation of buyers? And if it could function, what would it take to make significant changes or is it a “necessary evil” that can’t be eliminated from society as we know it? Page 304 of the book brings up recommendations of guidelines to limit children’s advertising intake. Once kids reach an age where their parents can’t control how much advertising their children intake, does the fact that they weren’t shown advertising in their early years make a significant, if any, difference?

NFL sponsorships as a case-study: Football season began again this falls, and with that came the many advertisements that sponsor the NFL. In fact, there are about 130 companies that are official sponsors. The companies sell a wide variety of products to a many different audiences. Three companies that exhibit this variety are: Coors Brewing Co., Getty Images, and Specialty Board Games. Of course, one would expect to see Coors on the list, but what about the other sponsors? One reason for this spectrum of sponsors is obviously to reach the maximum amount of viewers and cover all of the bases when it comes to audiences, as well as to enhance credibility and message accountability. How effective is this strategy? Do sponsors of the NFL raise make more money during football season, and do they gain more committed customers? Does it make a difference and catch interest, especially to audiences who are interested in particular products, but not interested in football or sports in general?

TEST

Test - first blog post for CMJR 350.