Appropriation



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Appropriation

  • Appropriation

  • http://www.youtube.com/watch?v=BS3QOtbW4m0

  • http://ericking.tv/nike-revolution/



Metacommunication

  • Metacommunication

  • Knowing Wink/Bo Jackson

  • Mars Blackmon/ Michael Jordan

  • http://www.youtube.com/watch?v=BhHONpmlxPc&feature=player_embedded



Sidney Crosby

  • Sidney Crosby

  • http://www.youtube.com/watch?v=hTrmIJ7SkC0

  • Proud Fathers

  • http://www.youtube.com/watch?v=QINv6rebyTU



Examples:

  • Examples:

    • Jack Daniel’s, Nike, Marlboro, Coca-Cola
  • National/Identity Myths

    • frontier as freedom
    • rugged individual
  • Rooted in Social/Political Context

  • Conservative function

    • resolve cultural contradictions


brands part of popular culture

  • brands part of popular culture

    • novels/films/musicians/actors
  • intertextual

    • brand relationship to popular culture
  • cultural agents

  • evolving historical context



culture power from expressing identity myth

  • culture power from expressing identity myth

  • other mass media (film, tv, etc.) importance

  • myth markets

    • gunfighter myth
    • technology as utopia
  • myth as commodity form

    • experience in daily life


Brands as ‘parasitic’

  • Brands as ‘parasitic’

  • status competition

  • sub-cultural group affiliation

  • journalistic ‘packaging’

  • Film/TV/Musical Props

    • Courvoisier


Regional brand

  • Regional brand

    • 1860s to 1940s
  • whiskey and frontier



Remake soc/pol. life by moving west

    • Remake soc/pol. life by moving west
    • Turner’s “Frontier Thesis”
  • F. as socializer of men

    • courage, self-reliance, honesty
  • D. Boone, D. Crocket

  • Frontier’s Ending

    • Teddy Roosevelt
  • Whiskey and Frontier



Western films/TV shows

  • Western films/TV shows

    • High Noon, Shane; Gunsmoke
    • Gunfighter as “reactionary populist”
  • Why Then?



Post-war marketing as “luxury good”

  • Post-war marketing as “luxury good”

  • military use

  • “celebrity” drinkers

  • Press stories, early 1950s

  • New marketing late 1950s

    • Lynchburg, artisanal production
    • http://www.youtube.com/watch?v=dW1-1eB2w3o
    • http://www.youtube.com/watch?v=yuQs5Y5Y1SM


Hud Bannon

  • Hud Bannon

  • self-absorbed

  • anti-government

  • ‘frontier luddite’

  • JD drinker



Initially other Mass Media

  • Initially other Mass Media

    • film, celebrities, news stories
  • supported, not created, by firm’s marketing campaigns



Patent Medicine 1880s-1910s

  • Patent Medicine 1880s-1910s

  • 1920s/30s

  • Universal Cola

  • ‘democratic luxury’

  • American Way of Life

  • Good Life, American Dream



World War II

  • World War II

    • Robert Scott, -God is my Co-Pilot-
  • War myths

    • Personal/national sacrifice
  • Spirit of industrial production



“Pause that Refreshes”

  • “Pause that Refreshes”

  • “Suburban nuclear myth"

    • economic/pol. strength
    • patriotic, Cold War boosterism
    • National solidarity
    • 'apple-pie celebrations of American commonweal'


Civil Rights

  • Civil Rights

  • Youth Rebellion

  • Vietnam

  • Coke identity as “naïve”?

  • Iconic brands: handling cultural change



McCann-Erickson, 1950s-70s

  • McCann-Erickson, 1950s-70s

  • new solidarity myth

  • American/universal harmony

  • symbolically ‘heal’ cultural tensions

  • www.youtube.com/watch?v=Q8H5263jCGg

  • http://www.youtube.com/watch?v=T1SCYBgBUyE



Black Urban Ghetto/White Suburban Fears

  • Black Urban Ghetto/White Suburban Fears

  • Dark Tunnel Confrontation

  • Binary Opposites (black/white; star/fan, etc.)

  • symbolically heal racial divide

  • Utopian “Pause that Refreshes”

  • http://www.youtube.com/watch?v=xffOCZYX6F8

  • http://www.youtube.com/watch?v=i_RS-glxUbE



Philip Morris, 1902-

  • Philip Morris, 1902-

  • Marlboro, 1924, female brand

  • 1960/6th brand

  • 1983: #1

  • Explanation?



Historical Context:

  • Historical Context:

    • filters: early 1950s
  • Rugged Individualism/ Masculinity

  • Sales Growth 1954-62



Western Popularity, 1960s

  • Western Popularity, 1960s

  • TV Broadcast Ban –Print

  • Gunfighter Myth

  • Youth Appeal –independence/ masculinity



Pastoral Ideal

  • Pastoral Ideal

    • Frontier Myth
  • Urban Problems, 1960s/70s

    • Race Riots
    • White Flight
    • Anti-war Protests


“No Sheriff in Marlboro Country”

  • “No Sheriff in Marlboro Country”

  • Big Tobacco and State Regulation

    • advertising
    • packaging/warning labels
  • Big Tobacco and Medical Science

    • skepticism
    • challenge medical authority
    • libertarianism


ideological function

  • ideological function

    • naturalize status quo
    • contain destabilizing changes in society
    • conservatism
  • soc/pol. problems managed via mythmaking and consumption, not democratic debate




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