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

$%&@#!

Every so often, an internet advertisement gathers such immense popularity that it becomes imitated. As the old addage goes: Imitation is the sincerest form of flattery. Amateur video enthusiasts gain fame through original content, or through mimicking popular media.

Take for example, the Swear Jar. First released in June of 2007, it became an internet sensation and Magazines quickly began to report and analyze the now infamous Swear Jar commercial.

Time published an article analyzing Budweiser’s raunchy internet advertisements. They noted that advertisements of this nature cannot be found on television, due to television’s regulation and censorship.

As marketers struggle to find ways to make an impression on a population saturated in all kinds of media, the too-hot-for-TV online-only video has become an increasingly common device. And in order to get customers to seek out and recommend the straight-to-YouTube video, marketers often reach for comedy from the appropriateness hinterlands. Especially when trying to reel in young men.

To make matters worse for those against beer companies’ explicit use of sex in their advertisements, Budweiser actually won an Emmy for Swear Jar.

And they’re being lauded for it. Last year, Budweiser’s advertising agency, DDB in Chicago, won an Emmy for its Internet-only spot “Swear Jar,” which depicts office workers having to pay a quarter every time they curse, with the money being used to buy Bud Light. The commercial turns into a bleepfest as the cubicle mates indulge their inner sailors. But is bleeping curse words the same thing as pixelating graphic sexual toys? “Porn is the next logical step,”

- Michael Soloman, marketing professor, St Joseph’s University, Philedelphia.

Won an Emmy huh? Then it must be some heavy stuff. Soon after, a group of students and teachers at Mohawk College released their version of the Swear Jar.

This imitation of the original Budweiser Swear Jar commercial by a group of amateur video enthusiasts is Mohawk College’s form of flattery.

-Lookupthere

“Sex”, Does it Always Sell?

Women are presented to be sexually available in many advertisements.

The following LG commercial is an example of one.

Women and sex are often used in commercials or advertisements to attract audiences, especially male audiences for certain products. Why are women and sex used in so many advertisements? Simply put, because it usually works.

For many products it is possible to find (or invent) a sexual connection. However, the sexual connection is much easier to set up for men than for women. Remember that men have minimal criteria for sexual desire; basically, they are concerned with a woman’s anatomy — as long as a woman looks young enough and healthy, she is desirable.

(Richard F. Taflinger, Ph.D.)

But on the other hand, sex does not sell as well to women.

For a woman, sexual desire is a complex mixture of factors, most of which are extremely difficult to inject into an ad in the time and space available. A man’s physical appearance plays a role, suggesting health and strength, but her instinctive concern is the long-run, not the short-term.

(Richard F. Taflinger, Ph.D.)

Although up until now, sex does not sell as well to women as it does to men, society is changing and womens’ perceptions on sex and sexual activities is slowly changing as well ( “Sex and the City” is a good example of this change ), becoming much more liberated.

MJ – Taking the Next Step?

Marc Jacobs’ advertisements are known to be artistic and unique. Here are a few of Marc Jacob’s previous advertisements.

As we can see, many of these advertisements are unique. They are more edgy and creative. These advertisements may be different compared to other brands’ advertisements, but similar to other fashion advertisements, female models are still captured in a sexy and attractive manner. Typically, consumers may purchase a piece of clothing because it looks good on the models. But what happens when a male model is captured in the way as those female models are captured in for the womens’ clothing line?

In fall 2008, Marc by Marc Jacobs decided to use the same male model, Cole Mohr, for both men’s and women’s lines. The following are the unexpected advertisements that Marc Jacobs have came out with for women’s fall 2008.

Since most of us know that Marc Jacobs always adds a twist to its advertisements, do these advertisements surprise you? Is Marc Jacobs taking the next step in using males’ “sexuality” in a different way to attract female customers? Do these advertisements attract you (female readers)? Would you be more motivated to purchase these products had they been modeled by a female?

- look up^ there

“Celebrity” Advertising

“Celebrity” Advertising is my definition of amateurs, who made it big, advertising on YouTube. As we move up the hierarchy of number of subscribers, we see more and more paid video creators. One KEY example of this is an individual named NigaHiga. The second most subscribed video creator on YouTube, NigaHiga is a Japanese American Comedian. His humble beginnings include video movies named “How to be Ninja” where he descriptively describes the best method of being a Ninja. As the years passed, two to be exact, he has become a centerpiece within the YouTube industry with over 1 million subscribers. As you will see in the following video, NigaHiga blatantly advertises the Carl Jr Portobello Mushroom Burger.

Even without the use of sex, this video advertisement has 3 million views! It not only markets the burger effectively, but NigaHiga is also sporting the same t-shirt that Professor Strangelove wore a couple weeks ago in class.

Also comments such as “man, that burger is the bomb! Ate it yesterday.” are found in the comment box below the video. The use of “celebrity” advertisement on YouTube may very well rival the effectiveness of television advertising in the next decade as we continue to look up there to the highest subscribed video posters.

-Lookupthere ^