of course, there’s an ad for IBM at the end…
I really liked Sutherland’s ability to bring history into his talk. The example of the Prussian cast-Iron skillet jewelry caught me off guard. It seemed to have created a “morality” value for those who owned this jewelry as a sign of sacrificing their real jewelry for the war.
This is an very intersting video to talk about the ad’s value. The examples that he told is totally catch me. He gave the example about the train, that is really funny. This make me think of if ad can do more not only just sell products. In addition, the way of thinking is also very important.
I found it most interesting when Rory made the analogy of the different media ecosystems, by translating media environment into “food”. He said he grew up in a time that media was transferred from the monopoly supplier to the dependent public. Now, the public is involved in user generated content. The public is able to take content someone else has produced and do something new with it, create media for the purpose of sharing, and mobilize media. Social media has created an environment for consumers to communicate openly and freely through easily shared communication technologies. Our communication activities have become contextual, timely, and immediate for our benefit.
Sutherland’s example of creating false value for the German potato was interesting. As we are all aware, thoughts and feelings evoked by advertisement are consequently associated to our perception of the product, despite the fact that the branded associations carry no tangible value (i.e. the potatoes being guarded as a revered form of royal food). This example was for the greater good of creating a cheap and nourishing food source for a country in need. It is a scary thought, however. The peasants were conned into appreciating the tasteless potato by the equivalent of an ad agency. Therefore, as consumers, we must be extremely aware of an advertisement’s true intentions and if the brand’s created value is of any real value in the product itself. Apple comes to mind as an example of a brand that does a good job in mirroring their product’s streamlined simplicity with extremely simple ads. Cigarette companies and products advertised through numerous infomercials offer examples of ad campaigns with perhaps misleading/ immoral incentives (appealing to kids and exuberantly priced POS). I’m really just rambling at this point, but the bottom line is that advertisers have the absolute power to deceive the target audience and that’s something I feel most people aren’t aware enough about.
One of Sutherland’s most intriguing comments was the egalitarian effects of certain products such as Coca Cola and jeans. Since value is subjective, the industries behind these products have managed to replace the material value of their products with symbolic values. I had never perceived a Coca Cola drink in that light; however, the example he gave stating that there is no difference between the coca cola the president of the US buys compared to the next person’s demonstrates that Coke is a very democratic product. There is no user discrimination. Anyone can access the “happiness” culture associated with Coke.
I love the idea that most of the world’s problems are problems of perception. I think this is completely true. with all of our resources and materials we tend to believe that we need more, all the time. when in fact most of the things we have and “need” are really just frivolous. while early on in the talk, his discussion of placebos made me laugh. they are cheap and they work, yet we hate them. i love advertising but sometimes i wonder how much of this we actually need.
I enjoyed this talk. Something about a accent sometimes just makes people seem more intelligent. I especially enjoyed the part where he talks about re-branding. Branding is simply based on perception. The potato example is perfect. The re-branding was simply changing peoples perception of the product. Nothing has actually changed but the audience believes something about the product has been altered. This is the power of advertisement and why I became interested in majoring in it.
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Depicts 320,000 light bulbs, equal to the number of kilowatt hours of electricity wasted in the United States every minute from inefficient residential electricity usage (inefficient wiring, computers in sleep mode, etc.).