The Great Movie Race

According to the Numbers Website, the movie industry is worth $9,851,444,408. While the average movie costs on average more than $106.6 million to make, a significant portion of this is contributed towards advertisement. Keep this number in mind as you read the rest of this entry. Now comes the big question, what makes a good movie great? The actors and director of the movie are all considered in making a good movie but one thing that cannot be overlooked is hype. Great movies almost always are previewed in movie theatres months, possibly even a year before it is actually released. Major advertisements are usually shown on TV and in the movie theatre itself, but increasingly, the ever evolving YouTube is becoming considered an authentic means of advertising. Furthermore, amateur video creators such as NigaHiga have created parodies of movies that have/are/might make it big. An example of this is the following movie on Twilight by Ryan Higa:

As you can see the number of views is almost 7.5 million. Given that top movies such as James Bond: Quantum of Solace only sell approximately 23 million tickets, the popularity and reach that these amateur movies garner have the ability to market movies fairly commendably. Nobody would have imagined that amateur productions would have been able to achieve this many views. This relatively new type of advertising may be the next wave of inexpensive yet effective advertising for companies who are willing to risk taking a chance on lesser known “artists”. Read more on why companies should invest in advertising on YouTube here.

In conclusion, this may be a reason for the advertisers to not look up there at the big stars and other expensive methods of advertising, but to look down there at the cheaper and potentially equally effective methods.

Lookdownthere ??

Misogynists-R-Us

mi⋅sog⋅y⋅ny

[mi-soj-uh-nee]

-noun

hatred, dislike, or mistrust of women.

Do commercials systematically use misogyny to sell their products? As the saying goes, the proof is in the pudding, so let’s take a look at some sexist commercials.

In this age old stereotype, Volvo explicitly depicts the wife as a terrible driver.

Here Nando’s depicts a typical stereotype, that all blonds have long hair, big boobs, and are scatterbrained. Then they poke fun at this stereotype by exaggerating all the aforementioned attributes.

Next, an awareness campaign seeking to educate the public about the wage disparity between the sexes seems to have a negative impact on viewers.

From the videos, one thing is clear. The earlier commercials explicitly depicted misogynist behaviours and stereotypes in detail, using them as reasons for consumers to consume their product or brand. But modern advertising uses depictions of misogyny and stereotypes in a more humorous manner. It is portrayed from the point of view that believes that “everybody knows that females are…”. This transgression of misogynist advertising is interesting to note, but why is misogynist advertising more socially acceptable than say for example racially abusive advertising?

Kate Millett, Ph.D. describes the plight women faced in 1968. Strangely, their plight has not changed in today’s ‘liberal’ world.

The actual facts of the situation of woman in America today are sufficient evidence that, white or black, women are at the bottom unless they sleep with the top. On their own they are nobody and taught every day they are nobody. They have been taught so well they have come to internalize that destructive notion and even believe it.

-Millett, Kate, Ph.D., female writer best known for her book Sexual Politics (1970)

The misogynist nature of advertisements back in the 1900′s that continues up until this very day is a testament to the bold statements made by Millett back in the mid 90′s.

The point is not that it is misogynistic to be attracted to large breasts or long legs.  The point is that advertisements systematically reduce women to flesh, reducing their significance to a commercially-convenient account of some particular body parts’ sexuality.  This depicts women in a way that is disrespectful to them as persons, no?  It’s degrading. If so, this promotes misogyny, no?

So, do commercials systematically use misogyny to sell their products? You be the judge.

 

-Not only looking up there, but thinking up there

Kevin Wu (Jumba) Will Be At Six Flags on July 31st! – So Says His Video

This is the age where amateur video bloggers can make it big. Kevin Wu(Jumba) will be holding his own public meet and greet at the Six Flags Amusement park on July 31st. Isn’t this wonderful? Along with NigaHiga, Kev Jumba was a normal nobody just a mere 2-3 years ago, and now with the power of YouTube, he has emerged as an internet spokesperson. The following video is a perfect example of how Kevin Wu has become an inexpensive method for large companies to make more money.

As you can see from the video, Kevin Wu is most likely getting some benefit from holding his meet and greet at Six Flags Amusement Park. He even has a 50% off coupon on his website! This is not the only type of advertisement that Kevin Wu is engaged in. He is also part of marketing clothing lines such as American Eagle and the UFC.  As you can see from the following video he is wearing a UFC t-shirt. Most of the time, Kevin Wu wears clothes that do not have distinct logos. However, you will notice from the video below that it is quite noticeable that he is supporting the UFC even though he does not explicitly mention it.

Another class that I am taking has talked about why individuals will buy items.  As noted by the Fourth Canadian edition of Consumber Behaviour by Solomon, Zaichkowsky, and Polegato:

Aspirational reference groups comprise idealized figures.

These aspirational reference groups are usually highly visible, widely admired figures and when you are ranked in the top 10 of most subscribed posters on YouTube, you can be certain that you are part of the elite group of posters on YouTube.

To conclude this post, I would like to mention the significance that amateur advertising can bring to corporations/organizations. Currently if any large organization wants to take a gamble on someone like Fred, NigaHiga, or Kev Jumba; they could likely secure a deal for less than $100,000.  Drawing a parallel with major athletes, some of these athletes are getting paid 8 figures to do the same thing.  Let me tell you this, these major athletes are NOT drawing 100x more attention than the top posters on YouTube.

Lookupthere ^^

It All Starts on YouTube

YouTube has offered many talented and creative individuals opportunities to express themselves to the whole world. Quite a few of these individuals have become very popular and well-known to many of us. As some of these individuals get more viewers and subscribers, they become more inspired and motivated to step ahead and move closer to their dreams.

1. 2. 3.

1. Michelle Phan (a.k.a. RiceBunny), 2. Erin and Roxanne (a.k.a. Rin On The Rox), and 3. Lindy (a.k.a. Bubbi or Bubzbeauty) are examples of some of those individuals. Michelle and Lindy are both Gurus while Erin and Roxanne are musicians on YouTube. They have all began posting videos on YouTube out of their own interest and love for cosmetics/music. From when they began until today, they have became one of the most subscribed gurus/musicians of all time.

In the recent year, they have not only gained fans and admirers from around the world, but they have also taken a step forward and moved closer to their dreams:

1. Michelle released her own cosmetic line “IQQU”. Below is the link to her products’ website:

http://www.iqqubeauty.com/int/

2. Erin and Roxanne have been discovered and made their first TV appearance on The Ellen DeGeneres Show. In addition, they have recently released their very first single. Below is a video they posted to promote their upcoming performance.

3. Lindy is currently in process of designing her own clothing line. Below are a couple of photos she has posted from her photoshot for her clothing line.

As you can see now, many of these famous YouTube individuals are ordinary people to begin with. Now with their amateur video postings, they have not only become popular, but they also have begin to influence many individuals in our society and around the world.

For example, Michelle and Lindy have some sort of “social power” when they create their make-up tutorials, where:

…they have the capacity to alter the actions of others. To the degree that they are able to make someone else do something.

(4th Canadian edition of Consumer Behaviour
by Solomon, Zaichkowsky, and Polegato)

People that view their videos may be influenced to purchase a certain brand or product just because it is used in their videos. Thus, once these individuals become popular on YouTube, they will exert a strong influence on their viewers, even potentially on a daily basis, just like how celebrities may influence us.

YouTube has become such a powerful force in today’s society, that along with the tutorials and advertisements on their site, YouTube has found its way into our social lives with its very on phrase. Ever had an embarrassing moment? If you have, then you might have blurted out the following phrase:

God, this is going to be all over YouTube!

-Reider, Suzie, Head of Advertising, YouTube

Unfortunately, it probably already is.

- Look up^ there

A Dose of Apple Every Day Attracts More Interest Per Se?

Consumerism. It seems as though corporations have shifted the emphasis from the masses to the individual. However, what seems like a more personal touch, is actually nothing more than a general template, used to encompass society in the masses. IPods are not catered towards your needs. How many of us who own iPods actually have 20,000 songs to fill them with? Of the people I know, I can tell you that I can count them on one hand. But why has Apple been so successful at selling a product that a majority of the population would not need? Because our society today focuses on one thing, and one thing only – Style.

Mass media perpetuates the myth of consumerism as a priority of the New Capitalism. As America settles into its nightly routine of television viewing, corporate profiteers are quick to substitute the lure of material luxury and consumer gratification for the fading spirit. Media advertising sells an image — an empty shell.

- Cronk, Rip, M.A., University of New Mexico

Cronk defines the lust over gratification amongst our peers as being nothing more than superficial. Why strive to be something we are not? Why strive to be as skinny as a twig? Why sell my body? Because society craves it.

Corporate America placates its flaccid public with dispiriting pastiche. There is only fraudulent illusion. Instead of Swiss clockworks encased in hand carved hardwood, the consumer is offered a cheap imitation of routed particle board and computer chip technology. Who cares as long as it looks good?

-Cronk, Rip, M.A., University of New Mexico

Who cares as long as it looks good? Powerful stuff.

Let’s take a look at one of Apple’s advertisements, and amateur imitations.

The Get a Mac campaign of commercials have been very popular amongst viewers. In 2006, the year it first debuted, it won the “Best Video Ad” given out by US News. Professor Stephen Marshall sums it up neatly.

The message of these ads is clear. Every one of them says, 『Don’t be this guy.』 You don’t want to be the PC.

-Professor Stephen Marshall

And the results were clear as well. Following the Get a Mac campaign, Apple’s market share of the computer/laptop market grew by 42%.

Now here’s an amateur parody of the successful Get a Mac campaign.

It is definitely interesting to note that the parody actually had more than 3 times more views than the actual Get a Mac commercial itself. This just shows the power that the Apple brand commands in today’s society. They say beauty is in the eye of the beholder. Is society really this myopic?

-Lookupthere

Quench Your Thirst

Just to stir up some controversy:

(original clip was removed due to copyright infringement)

Upon release, a storm of controversy surrounded ‘that’ Sprite commercial. It garnered so much attention that Joseph Alexiou from the New York Press (NYP) dubbed it “The Cumshot Heard Around the World!” The NYP also conducted an exclusive interview with one of the ‘stars’ of the commercial: John Jones IV, the 23 year old aspiring musician, whose ‘cumshot’ is now world famous. Jones describes the commercial as in-your-face and meant to catch the attention of executives for exposure and possible employment. Jones goes on to sum up the controversy neatly:

The controversy is it’s the fact that she’s a white girl blowing me and I’m black. That role reversal freaks people out.

It seems that even in a time when America is being led by an African American, we cannot escape the racist mentality of mainstream society.

Although created by amateurs, it seemed so ‘real’, that for the first couple of days after it’s release, many people believed that it was a genuine Coca-Cola advertisement. Suffice to say, it was not.

Amateur productions such as this generate attention on massive scales and can propel ‘average joes’ to superstars. The key thing is shock value. The further it is from mainstream ideologies and the more deviant it is, the larger the attention generated. People are always looking out for the new celebrity. That new celebrity could be you.

-Lookupthere

Controversial Advertisement

This controversial ad brings significance to Hall's Theory

What is the first thing that you see when you take a look at this picture?  Perhaps you saw the logo of Ubuntu in the top left corner, the shape and position that the butts are placed, or maybe all you noticed was ass.

This is a perfect example of Shockvertising. Shockvertising is a type of advertising that is deliberately offensive, crude, startling, or explicitly deviant. It is meant to shock people into getting their attention. Although often controversial, Shockvertising is fairly effective. How many of us would not stop to take a closer look if we had seen this advertisement plastered on a wall? None of us. That is just how effective Shockvertising is.

For those of you who do not know, Linux Ubuntu is a freeware software operating system available for your computer. It is available to anyone, which may be one aspect that this ad wants to portray. Using Stuart Hall’s 3 types of decoding I was able to thoughtfully create examples of each from this ad.

Dominant is the first type of decoding, with regards to this advertisement, is that the marketers wish to display the diversity of people who use Linux. In reality, people from all over the world use Linux for its flexibility and the ability to see all the coding that was used. This flexibility and transparency is displayed by the nudity element in this ad.

The second type of decoding is opposition decoding. In this advertisement, some people will portray it as a pornographic three-some with no relevance to Ubuntu whatsoever.

The third type of of decoding is negotiated reading, where the viewer of the advertisement attempts to compromise between the dominant and the oppositional meanings. In this case, viewers will recognize that it is an advertisement, however, they will not respect the fact that it may be effective advertising. They will probably not notice the placement of the butts, however they will be aware that this is an advertisement for Ubuntu.

An effective method of advertising should predominantly attempt to convey the dominant message. Personally, I think this advertisement will only work if a liberal viewer will spend enough time to observe and properly decode all aspects of this picture.  Please keep in mind that these ideas are still being PROVEN as stated by the book Media and Cultural studies by Meenakshi Gigi Durham and Douglas Kellner.  Please click on the name of the book for a link to the actual reading, it is very interesting!

-Look up there ^

De-Politicization

De-politicization is deeply connected to “American Dream”, the idea where citizens of all class levels feel that they can become richer, better, and happier. In addition, de-politicization refers to how we can all acquire the same things and that we are all equal. De-politicization is taking part in many advertisements today. Many advertisements today are presented in an ideal way, a way which people perceive as an ideal lifestyle.

The following two advertisements are examples of how de-politicization is used in advertisements today.

These advertisements are presented in an ideal way, in which the celebrities are dressed glamorously and promiscuously, lying down in a luxurious setting with an expensive purse. These advertisements gives us the perception that the celebrities are relaxing and enjoying their lifestyles. This is an example of how de-politicization is incorporated into advertisements today. In fact, many brand products advertisements are presented in similar ways, where the settings are normally presented in an upper class level. But how many of us are actually living such a lifestyle?

With reference to the advertisements above, many women would probably want to live a lifestyle where they can purchase expensive accessories and live in a luxurious home. In reality many of us are not categorized in the upper class level and at the same time, most of us are actually working more, consuming more, and spending more. In reality, it just never seems like life can be as ideal as presented in advertisements.

- look up^ there

Marketing Mainstream Porn

One thing is for certain: In this day and age, sex sells. It’s a tried and tested mantra. It is so prevalent, that most of us are pretty much accustomed to viewing mass media depicting attractive people engage in sexual acts or refer to sex in some way.

Brandie Young, a marketing professional, rated by BusinessWeek as a “Top Young Female Entrepreneur”, recently ranted about the prominence and prevalence of sex in advertising.

But first, let’s take a look at today’s video:

Beer commercials have become synonymous with sex and attractive individuals. Today, commercials in general, have adopted a more fly-on-the-wall, amateurish style. The idea is: the more you associate your product or brand with something that is desired by your target segment, the more likely they will believe that in order to achieve what they desire, they would have to purchase your product.

According to some anti-pornography experts, we now have a whole generation that does not think that explicit sexual advertising is an issue. It is important to note that the target audience of beer commercials are young males who are are looking for a good time out. However, Bradie’s argument is that mass media is delivered to mass audiences, and advertisements intended for young males, will be viewed by other demographics as well.

So why would an immensely popular brand such as Budweiser associate itself with a taboo subject such as pornography? Even Time got into the discussion. They offered this simple yet ever so eloquent answer:

Because Budweiser must have calculated it was worth the risk to alienate some people, if they could reach their core buyers.

-Robert Frankel, Ph.D., Richard deRaismes Kip Professor of Marketing and Logistics

Anti-pornography activist Donna Rice Hughes was not shocked that Anheuser-Busch, which makes Bud Light, would stoop so low. “The line has gotten really blurred,” she says. “There’s a whole generation that has been ‘pornified’.” As mentioned earlier, they do not think it is such a big deal. Thus Budweiser is tapping into that market.

Neither Anheuser-Busch nor DDB (Budweiser’s advertising agency) declined to comment for the Time article. Branding expert Rob Frankel contends that any controversy generated by the video will be regarded as the icing on the marketing-strategy cake. “This ad is about a guy who would like a brew and some ass,” he said. “That’s right in their strike zone.”

-Lookupthere

Technology

In the 21st Century, technology has become an integral part of our lives. And with the invention of the internet, the manner in which we communicate has been revolutionized. YouTube enables a mass audience to come together and exchange different views and ideas with one another. This sums up popular techno-blogger, Henry Jenkins’ belief that YouTube has become more like WeTube.

One of the things that has excited me about YouTube is the ways that it represents a shared portal where different groups circulate their videos, thus opening up possibilities for cross-pollination.

More excitingly, YouTube enables advertising to be taken to another level. Without the censorship that their television cousins are subjected to, Internet advertisements are generally longer, more explicit, and push the boundaries of mainstream society. This allows for creativity to shine through. Of course, the commercials that break the threshold of mainstream society are often the most controversial and most talked about. Here are some examples:

A funny way of viewing the phrase password protected:

It is interesting to note that Microsoft has not been very sexual in it’s North American advertising. However, as seen from this European advertisement, it seems that they see the Europeans as more liberated and open to sexual references – a point discussed in earlier blogs about the soap dispenser.

Just how life-like High-Definition has become:

A humorous look at the way technology has signalled a changing of the times indeed. With the introduction of high definition, television has become more realistic, and life-like. This concept is exaggerated to create a humorous advertisement that will generate interest. It will be talked about in society thanks to a little advertising technique known as Viral Marketing.

Viral Marketing utilizes existing social networks to enhance brand awareness. In today’s marketing climate, there is simply too much information being shoved at us. A classic case of information overload. This leads us as individuals to adapt and learn to block out certain methods or types of advertising. A good example of such would be banner advertisements on websites. However, through viral marketing, companies rely on word of mouth enthusiasm to increase their brand awareness. Advice given by a friend regarding a particular product or brand is considered much more trustworthy than simply viewing an advertisement.

As such, advertisements like the the ones featured in this post generate enthusiasm and interest in society, which leads to enhanced brand awareness.

-Lookupthere