|
Appropriation
|
tarix | 01.08.2018 | ölçüsü | 2,43 Mb. | | #60177 |
|
Appropriation Appropriation http://www.youtube.com/watch?v=BS3QOtbW4m0 http://ericking.tv/nike-revolution/
Metacommunication Metacommunication Knowing Wink/Bo Jackson 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 - resolve cultural contradictions
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 - gunfighter myth
- technology as utopia
myth as commodity form
Brands as ‘parasitic’ Brands as ‘parasitic’ status competition sub-cultural group affiliation journalistic ‘packaging’ Film/TV/Musical Props
Regional brand Regional brand whiskey and frontier
- 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 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 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: Rugged Individualism/ Masculinity Sales Growth 1954-62
Western Popularity, 1960s TV Broadcast Ban –Print Gunfighter Myth Youth Appeal –independence/ masculinity
Pastoral Ideal Pastoral Ideal 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
Dostları ilə paylaş: |
|
|