THis diary was requested by the mighty Droogie73291067857439320827919. It's mission, to better inform you all on how corporate media Ad buys work, and why a particular advertiser may or may not know where their commercials are aired.
As a primer though, I'm going to arm you with knowledge oif different types of advertising, and try to give you some insight that not everyone keys in on when viewing commercials. The emotional responses you have, and why they work.
This Bud's for you Droogie73291067857439320827919!
- Have a Coke and a Smile!
Corporate advertising is made to hit an emotional response of some sort. "Have a Coke and a Smile" (An old jingle but a great example), or the Coke Polar Bears, keys in on the human need for happiness. Nearly our entire nation now enjoys Soft drinks as a mood lifter, or treat because of this type of advertising. It is mostly a positive angle, and will give you an unencumbered feeling, a light feeling after hearing it. These commercials are the commercials most often used by companies that have no desire for a "Target" audience. They want everyone as a customer. They are always cutesy.
Some companies key in on fear as well, and this has been on the rise in TV Advertising. It is incredibly effective. For example, The recent commercial, the insurance company name escapes me, preys on your fear, and not too subtly at all. The commercial is shot in first person view, and as the woman you are looking thorough the eyes of accelerate from her stoplight, she is rear-ended, and immediately reaches for her door lock and cell-phone (If anyone can find this commercial please let me know.....it doesn't appear to be available on the Tubes.) It conveys fear, pure and simple. Since 9-11 fear based advrtising has been on the rise., and it is a prime tool of political advertising by both sides.
The embedded video is an example of fear based advertising for what is ultimately a good reason from the Swine Flu outbreak of 1976. It is obviously meant to instill a sense of urgency.
These are just two examples of how you can learn to be a bit more immune to advertising, and overcome some of their messages with reason. They are always trying to make a emotional response happen, even if the response is "their product seems better than product X" Which is always the goal of advertising.
- Editing.
Here's a dirty secret. Did you know that television broadcasters, and advertising firms know how to cut video to keep your eyeballs involuntarily glued to the screen?
Ok, so it's not quite like that, but almost.... The Human Mind is a highly evolved organic machine, and core to it's complexity is a survival mechanism.... In evolutionary terms we are new to this whole urban living thing... The human mind over millions of years trained itself to watch for signs of threats, and will train itself to certain timed movements. Film editing techniques take advantage of these little "Brain Hacks", news channels edit footage to this standard....If you've ever heard of the "quick cut MTV editing style that some people attribute the rise in AD-HD to, then you are aware of this editing technique.
http://www.sciencedaily.com/...
There are many, many studies on this sort of thing. That is just a recent example.
- But We didn't know our commercials were running on "THAT SHOW"....
It is instinctive to call bullshit on the line we've all seen lately in the color of change campaign. But it is likely true. Many Companies outsource their commercial production and placement to third parties so they don't have to maintain the cost of advertising employees. THey know that they purchase time on Fox, CNN, or MSNBC, but they may not be aware of programming decisions made by these companies. This is where I feel like I need to point out that getting companies to pull from a fox show may also cause them to pull from a show on MSNBC if they decide to "Evaluate their advertising policy". The Laws of Physics may apply here, Equal and opposite reaction and all.
That Said, one of the things you may want to consider is what our goal is. Is our goal to reduce the venomous rhetoric left and right? Or is it to dominate the airwaves with our views, and squelch opposing voices. I am in this to tame the rhetoric in general, But my goal may not be yours. Taking these actions could certainly hurt our own beloved broadcasters as well as the Right's.
- Some companies will react, some will not.
Some companies will take and active role in changing their habits, others will not. This all hinges on general advertising theory, and a company philosophy. For example, Wal-Mart being the bohemoth (misspselling purposeful) that they are may not be easily persuaded as shoppers usually go there by default at this point, and much of their advertising is simply brand awareness. They are not likely to react to pressures of groups like us.
Companies that are not just pushing brand awareness will be more likely to react.
These items applied well will allow you to be more critical of the advertising you encounter, and may fill in some blanks for you about what we are facing in the advertising war going on here.