Comm 287 Study Guide

COMM 287 ADVERTSING AS SOCIAL COMMUNICATION training GUIDE 1 Questions for bran-new Branded ground by Naomi Klein On commonize Sut Jh onlyy vs. pack Twitchell Advertising as Religion by Sut Jhally spr aside No Logo Film The Diamond Empire Naomi Klein New Branded World 1. What idea was the gospel of the work age? Bolstering ane(a)s mark mutilate name was important 2. What consensus emerged near corporations in the 1980s? Corporations were bloated, oversized, birthed too a bargain, secondive too umpteen mint, and were weighed d bear with too worldly concerny things 3. What race were new companies such(prenominal) as Nike and Microsoft competing in?A race to own the least and utilization the fewest concourse rivaling the traditional all Ameri peck firearmufacturers for mart sh be. hey claimed that producing goods was only spell of their operations 4. What tools and materials argon needed for creating a stigma? daub extensions, al counsellings renewed image ry for trade and, close to of all, wise(p) new spaces to disseminate the greases idea of itself 5. What is the dissimilitude among the crack and the advertise handst? Advertising any addicted w be is only one part of marks autocratic plan, as atomic number 18 sponsorship and logo licensing.Think of the brand as the core core of the modem corporation, and of the advertisement as one vehicle utilisationd to convey that meaning to the instauration. 6. What was the scratch line function of branding? The beginning(a) task of branding was to bestow proper names on generic goods such as sugar, flour, soap and cereal 7. check to adman Bruce Barton what was the part of announce? In 1923 Barton evince that the role of advertizement was to encourage corporations scrape their soul. The intelligence of a preacher, he drew on his religious upbringing for plifting messages I standardized to animadvert of ad as something big, something splendid, something which goes deep down into an institution and earns apply of the soul of it. Institutions discombobulate souls, tho as men and nations fix souls 8. Where did the search for the true meaning of the brand usurp the agencies? The search for the true meaning of brands or the brand essence, as it is often called gradually took the agencies past from individual products and their attri scarcelyes and toward a psychological/anthropological interrogatory of what brands mean to the finis and to peoples lives. 9. wherefore was the purchase of Kraft by Phillip Morris salient news for the ad manhood? This was spectacular news for the ad world, which was now able to get nether ones skin the claim that advertising spending was oft than just a sales strategy it was an investment in cold hard equity. The more than you spend, the more your confederacy is worth. 10. What did the radical shift in corporal philosophy towards the value of branding send manufactures to engage in? Increased adver tising 11. What does David Lubars call consumers? David Lubars, a elderly ad executive in the Omnicom Group, explains the industrys guiding dogma with more bottomdor than or so.Consumers, he says, ar like roaches you spray them and spray them and they get immune after a while. 12. What is the experiential communication industry? A $30 billion bill industry. It is the staging of such brand pieces of corporate per bringance art and more. (ads on park benches, sidewalks, phone calls) 13. What happened on Marlboro Friday? it refers to a jerky announcement from Philip Morris that it would slash the footing of Marlboro cig arttes by 20 percent in an attempt to repugn with sof dickensod brands that were eating into its market. 14.What was Marlboro Friday a culmination of? it was the culmination of geezerhood of escalating anxiety in the face of some kinda dramatic shifts in consumer habits that were confabulaten to be eroding the market sh be of ho expendhold-name brands, from Tide to Kraft. 15. What happened to corporate strategy as a result of the bargain craze of the archeozoic nineties? Advertising spending went down. Many immovable to prescribe their money into promotions such as givea ways, contests, in-store displays and (like Marlboro) price reductions The bargain craze of the archean nineties shake the name brands to their core.Suddenly it seemed smarter to put resources into price reductions and otherwise incentives than into improbably expensive ad campaigns. 16. consort to the agencies what would competing on the footing of real value ingest to? Stooping to compete on the background of real value, the agencies ominously warned, would firearm non just the death of the brand, only when corporate death as well. 17. How did companies such as bump, Pepsi, McDonalds, Burger king and Disney respond to the brand crisis? And when the brands crashed, these companies didnt even nonice they were mark to the bone. They always underst ood that they were selling brands before product.They had their catch fixed on global expansion. 18. How did The Body reveal and Starbucks foster violenceful brand identities? What the success of both(prenominal) the Body Shop and Starbucks showed was how far the branding projection had come in moving beyond stir ones logo on a billboard. Here were two companies that had fostered government agencyful identities by reservation their brand purpose into a virus and sending it aside into the culture via a variety show of channels cultural sponsorship, policy-making controversy, the consumer cause and brand extensions. 19. agree to Scott Bedbury what must brands set up?Emotional ties because at that places no difference mingled with products 20. What is the difference between advertising and branding? Advertising is close to hawking product. Branding, in its truest and most advanced incarnations, is closely corporate transcendence. 21. What was the new consensus that true as a result of the success of the brand builders? The brand builders conquered and a new consensus was born the products that pass on flourish in the future allow be the ones presented not as commodities just as concepts the brand as experience, as life style. 22. How do brands present themselves on-line(a)?It is on-line that the purest brands are creation built emancipate from the realworld burdens of stores and product manufacturing, these brands are free to soar, less as the disseminators of goods or services than as collective hallucinations. . 23. How does turkey cock Peters separate types of companies? The top one-half Coca-Cola, Microsoft, Disney, and so on are pure players in brainware. The bottom half Ford and GM are still lumpy-object purveyors, though automobiles are much(prenominal) smarter than they used to be, Peters writes in The Circle of Innovation (1997), an ode to the power of merchandise over takings. 24.In the new context of use how did ad ag encies present themselves to their clients? 25. What does Phil Knight commemorate Nikes thrill is? its mission is not to sell shoes but to enhance peoples lives finished sports and fitness and to go the incantation of sports alive. 26. concord to flush toilet Hegarty, what is Polaroid? Polaroids problem, diagnosed the chairman of its advertising agency, put-on Hegarty, was that they unplowed reckoning of themselves as a television camera. precisely the brand vision process taught us something Polaroid is not a camera its a well-dis represent lubricant. 27. How does Tibor Kalman sum up the break role of the brand? The original notion of the brand was quality, but now brand is a rhetorical badge of courage. 28. accord to Richard Branson, what do you build brands approximately? The idea, he explains, is to build brands not around products but around reputation. 29. What is Tommy Hilfiger in the subscriber line of? Tommy Hilfiger, meanwhile, is less in the communic ation channel of manufacturing clothes than he is in the business of signing his name. The entire company is run through licensing agreements. 30. According to capital of Minnesota Otellini, how is Intel like Coke? Paul S. Otellini, replied that lntel is like Coke.One brand, many different products. 31. According to surface-to-air missile Hill, Jack McGrath and Sandeep Dayal what can besides be brand? Based on extensive research, we would argue that you can indeed brand not only sand, but also wheat, beef, brick, metals, concrete, chemicals, corn grits and an endless variety of commodities traditionally considered immune to the process. On Advertising Sut Jhally vs James Twirchell 1. As a social scientist, what question is Jhally fire in? As a social scientist, I am fire in the question of finale what structures the world and how we live in it. . What is Marxs apophthegm that Jhally works with? I work with Marxs aphorism philosophers help us understand the world, but the point is to trans assure it. 3. What was Twitchell amazed by in terms of what his students knew? I was amazed by how little my students knew ab appear literary ante upoffs compared to advertising. 4. What roughly the material world interests Twitchell? Im interested in why the material world has been so overlooked. why has it been so denigrated? Why are we convinced that gaiety cant come from it? 5. Why is Jhally interested in advertising, climax out of the Marxist tradition?The reason I am interested in advertising, coming out of that tradition, is that advertising links those two things together. It allows us to let the cat out of the bag virtually both the material world and the world of symbolism and culture. 6. What is Jhallys prospect driven by? Political factors not moral ones 7. What according to Jhally, corroborate advertisers realized since the 1920s? Theyve realized since the 1920s that things dont wangle people happy, that what drives people is a social life. 8. Wh y doesnt Jhally agree with Twitchell, when he (Twitchell) says that advertisers are delivering to people what they expect?Advertisers are delivering images of what people say they want attached to the things advertisers sell. 9. What vision does Jhally see in advertising? A vision of socialism 10. Why does Twitchell think advertising excludes communal desires? because they are not as high on most peoples agendas as they are for those of us in our fifties. Maybe most people are not as interested in the things we say we are interested in such as family and fraternity. Maybe they are more interested in individual happiness. 11. Why doesnt Jhally think that we can accept that advertisers conjecture peoples real call for and desires?Advertising dominates so much that it leaves little room for alternate vision 12. According to Jhally, where is the only place in the culture where there is still in dependant thinking going on? The academy (universities) 13. Why does Jhally think that s tudents do not follow through on the politics they sincerely think in once they leave high education? When they leave school, they have a lot of debt that they have to do whatever they can to bedevil money. 14. Why does Jhally disagree with Twitchells claim that the media outline reflects most peoples ideas and desires? It has to do with access, not ideas.Everything is dependent on ad revenues, rather than worldly concern service. 15. How do Jhally and Twitchell disagree when it comes to the question of power? Jhally cater is coming from the outside in. As if these corporate interests are over there doing things to us. Twitchell ads are the articulated will of consumers rather than the air pumped out by commercial interests. 16. Why does Twitchell think people secure baseball diamonds when they know them to be worthless? The need to contract ceremony, to fetishize moments of great anxiety 17. According to Jhally, what does the diamond illustration point to?It points to ho w ads work (by reaching to human needs) capitalist economy works because it talks about real needs that drive people. 18. According to Jhally what is real and false about advertising? Real its appeals False the answers it provides to those appeals 19. According to Jhally, why is happiness a zero-sum game? Because although things are connected to happiness, it is always in a relative state ( in terms of what other people also have at that time. 20. What does Marx say about people making history people pass their own history/meaning, but not in conditions of their own choosing 1. According to Jhally, what happens when you look at only one side of Marxs aphorism on making history? You get a distorted behold 22. According to Jhally, why did the Soviet Union travel by apart? No one believed in it. They could see images of an alternative coming out of the west. 23. Why does Twitchell think advertising is not a trick? Because he sees trickery not as them pulling a trick on us but us act ively collaborating in the process 24. What is Twitchells view of morality in advertising? It doesnt figure into it. Ad has 1 moral value grease ones palms Stuff.Billboards ( immoral. The application of moral concerns to ads is feckless. 25. According to Jhally, what is the last way you should evaluate advertising? Whether advertising is telling the righteousness or not. There is nothing to evaluate in ads. 26. What does Twitchell think people are after in advertising? These patterns that have to so with belonging, with ordering, with making feel 27. How does Twitchell answer the question of whether advertising is art? ruse is whatever he says it is. Art= what people who acquire literature, art, run galleries, edit magazines say it is. 28.Where does Twitchell see power emanating from in holiness? The congregation behind the soapbox (supermarket a compounds) Sut Jhally Advertising as Religion The Dialectic of applied science and misrepresentation 1. What private did capita lism expunge that precedent modes of production had not? (p. 218) capitalism discovered the secret of material production and proceeded to install it as its substitution and defining activity 2. In older non-market societies how could we dispose peoples dealingships with goods? (p. 219) A much more direct connection between the 2. people produced the goods the consumed for the most part. . What feature of goods did Marx recognize and install into his methodological manikin? (p. 219) Goods are communicators of social relations 4. Why did Marx stick his analysis with the Commodity? (p. 219) Because if one could understand how the community was produced, exchanged and consumed, then one would have the basis of an understanding of the entire system of capitalist relations 5. What happens to the real meaning of goods in capitalist production and wasting disease? (p. 220) 6. What does T. Jackson Lears argue about the early years of the 20th snow (p. 220) That feeling replaced en tropy . What had happened to the quest for health by the 20th carbon (p. 220) It had mother almost entirely a blasphemous process -advertisers picked up on these exploited worked up needs 8. How does advertising resemble the therapeutic world? (p. 221) All overarching structures of meaning had collapsed 9. In the consumer society what takes over the functions of traditional culture? (p. 221) The market place and consumption 10. What is the function of advertising with regard to the relation between object and producer? (p. 221) To refill the emptied goodness with meaning ads ( initial emptying out 11.In the defend of cultism how does the consumer society respond to the emergeance of the immense line of battle of commodities (p. 222) Celebratory mode celebrate the great oil-bearing capacities of industrial society as reflected in products 12. What are the early stages of national advertising characterized by? (p. 222) Products are dominant/transcendent/ awesome 13. What stra tegy did advertisers use to call forth a religious experience with objects? (p. 223) -visual cliches vague forms of sacred symbolism -transformed products into a lieutenant trigger 14. How does advertising develop in the stage of Iconology? (p. 23) -moves from the worship of commodities to their meaning within a social context. Products + sight = embodiment of social values ( ads are meaning-bared 15. In the stage of Narcissism how is the power of the product predominantly manifested? (p. 223-4) Through the strategy of Black Magic people undergo physical transformations or the commodity can be used to entrance/ becharm other ppl. 16. In the stage of Totemism, what do goods take the place of? (p. 224) Natural species 17. In the contemporary market place how is the person-object relationship articulated? (p. 224) Psychologically, physically, socially 8. How does advertising reflect the world that Marx defined as characteristic of capitalism? (p. 224) A place of magic and fetishis m ( goods are autonomous, they are in relationships with each other and where they appear in fantastic forms (with humans) 19. What is the real function of advertising if not to give people information? (p. 225) To make people feel good 20. What is advertising a secular version of and why? (p. 225) God. They can get together us and justify our choices 21. What two gospels does John Kavanaugh identify? (p. 226) Commodity form Personal form 22.At what level does advertising as a faith locomote? (p. 226) Mundane, everyday level 23. What kind of religion can advertising be compared to? (p. 227) 19th century west Africa tribes ( Fetishism 24. According to Raymond Williams, what choice does fresh advertising obscure? (p. 228) The choice between man as consumer and man as user 25. In the world of advertising the spirits of what invade the commodity and supply its power? (p. 229) The spirits of technology Film No Logo 1. What did the new political reason identified by Klein in the mid mid-nineties take issue with? The growing power of multinational corps . What fundamental shift in marketing thought is reflected by lifestyle branding? caution babble ( if companies treasured success, their true product was their idea, not products 3. What does this fundamental shift explain? New forms of marketing, violate on public sphere, less choice -hearing more about the quality of work 4. What was the function of the first brands? Comfort and personal relationships 5. What does Klein mean by brand tribes Sell lifestyles ( ex. nike type of person 6. What idea did Coke sell in the 60s? Peace and love, youth and lifestyle 7. What did Disney sell? The American Dream 8.What does Nike sell? The record of sport, athletic ability of star athletes 9. How does the new marketing approach differ from the old one? impudent goes out into the culture and actually sees where people are using products 10. What is distinctive about the town exultation? Created by Disney ( reps the Ameri can Dream Worlds first branded town ( no brands there 11. How does the colonization of public space pose a fundamental flagellum to democracy? No choice anymore ( ads are EVERYWHERE lost the idea of the public 12. How are shopping malls a striking physical exercise of this risk of exposure? They are private but designed to simulate a town square 3. What is different about the contemporary power of corporations than previously? -corps are on private property ( no freedom of dialect and expression they patch up what to put in their stores ( they nail down who makes money 14. How does Walmarts family values brand individuality clash with free speech? Lyrics, pics on magazines, and so on ( dont fit their image 15. What do companies now see as their primary role? Producing brands and image meaning (logos) 16. How does a Nike sneaker get produced and by whom? stone-broker in hong kong send them to factories and contractors to find the cheapest place 17.What is the Nike trope? Finding cheapest places for the production and remunerative low wages 18. How are wages kept low by companies? Tightly controlling a work rack (no unions) 19. What are export touch on zones? Industrial parks (produces goods for our exploits) 20. Why is the work force in free trade zones largely schoolgirlish and female? They come from provinces and women are easier to control 21. What contradicts the much heralded claim that globalisation will lead to development in poor countries? Labor is cheaper out east and they pay very little 22. How is the Nike example a case study in role player abuse?Countries began competing to see who could abuse their workers more 23. When companies decide to build the brand, what is at the cost of? Company sells off factories 24. How are American and European workers casualties of globalization and the Nike paradigm? People who had steady jobs lost them 25. What are McJobs? People who sell products for mega jobs, not real ones 26. Who are the two biggest employers in the U. S. Wal-mart and man power 27. How can a shoe tell the story of globalization It was produces all over the world 28. What are brand-based investigative activities?Campaigns look behind the brand to see how products are produced 29. What have become the most visible targets of globalization? Brands produced globally (china, korea, etc) 30. What is the line of riot cops guarding a McDonalds or a Starbucks symbolic of? Theyre guarding the entry point to globalization 31. How can you shop ethically in this context? Support businesses that are ethical, buy in bulk as a school m become apart of the global movement 32. If you handgrip avocation the logos, where do you end up? Doorstep of the institutions that are writing the rules of global trade 33.What is being articulated by the street protests outside the meetings of the global pecuniary institutions ? Reclaiming the public ( the world isnt for sale 34. What forms can anti-corporate activism take? Culture jamming, ad busting (climbing on a billboard) Questions on film THE DIAMOND EMPIRE 1. What did Edward Epstein discover is the real business of the diamond industry? curb what people knew/got 2. Why cant DeBeers operate legally in the United States? Because it is a monopoly 3. According to Thomas Helsby, what makes the diamond cartel different from other cartels?It is controlled by a single company (which is possess by Anglo-Americans which is owned by DeBeers) Interlocking monomania 4. What makes DeBeers monopoly of diamonds an astonishing feat? Supply of diamonds is plentiful and exuberant 5. What threat did Ernest Oppenheimer make to become Chairman of DeBeers? He would flood the world market with diamonds 6. What did a DeBeers tap engineer warn of in 1930? The diamond monopoly is dependent on the fact that the general public believes diamonds are rare 7. What was the simplest answer to the potential threat posed by small diamond mines? To buy them out 8.How does Foudad Kamil describe the operation that he ran for DeBeers when investigating unlicensed diamond dealing and smuggling Terrorist groups, black market. Broke the law, beatings, punishments, kidnapped, took them as prisoners. Buying offices in jungles 9. The rise of what presented a new challenge to the diamond cartel? The rise of African Nationalism (1960) 10. What did DeBeers do when Mobutu Sese Seke emerged as the potentate of Zaire? Send in American businessman, Templesman. cause to mend relations with Mobutu regime. 11. What term is used to describe how the Mobutu regime operated in regard to atural resources such as diamonds? Cliptocracy ( organizing principle is one of theft 12. What did Debeers do to keep diamonds from Angola from flooding the market and depressing prices? Spent $1/2 billionregulated diamond exploit 13. According to Edward Epstein, what is DeBeers objective when mines are discovered in inconvenient places? Prevent mines from being developed that are outside their con trol and come up with ways to prevent these diamonds from reaching the market. 14. What is Ernest Oppenheimer supposed to have through in regards to the diamond mine in Murfreesboro in Arkansas?Illegally influenced the closing of the mine to keep diamonds off the market 15. What was DeBeers response when American strategists wanted industrial diamonds during the Second World War for the production of weapons? DeBeers hesitated ( they denied US free access to industrial diamonds 16. Who was DeBeers alleged to have supplied diamonds to during the Second World War? Hitler , Germany 17. What did an probe by the Justice Department conclude about the DeBeers actions with regard to the industrial diamonds it did provide to the Unites States during the war? DeBeers overcharged US 18.What did DeBeers wartime advertising appeal to? American Patriotism ( nonrecreational for mining which produces diamonds we need to win war 19. According to Edward Epstein, what was the major way that DeBeers wanted diamonds to be introduced when scenes were write into the movies? In a way that was considered favorable ( man had to surprise woman and present her with a diamond 20. What did the British royal family become in regards to DeBeers? sales agents 21. What fear did the slogan a diamond is constantly arise out of? Fear that sales would be cut if second hand jewelry was put out in the market 22.According to DeBeers message to its dealers, what is its purpose? Convince consumer to buy diamonds for every romantic milepost (cultural imperative) 23. How did DeBeers respond to the stripping of diamond mines in Siberia? did business with Russians 24. What does Thomas Helsby think is amusing about the timeless existence ring? Filled with stones from Siberia 25. Who comprises a significant part of the Indian labor pool that cuts small diamonds? 750,000 cutters 100,000 children under 13 26. What have Indian diamonds made potential? Low price jewelry 27. How did DeBeers respond to th e discovery of a diamond mine in Australia?Mobilized be to reduce prices 28. According to Walter Adams, what does the Sherman Act say? As long as you have enough competitors and act independently public interest will be protected. 29. According to DeBeers executives, what is the easiest airport in the United States to use if you need to leave the country when a subpoena ad testificandum is issued? Chicago OHaras Airport 30. According to Edward Russell what did his boss at GE tell him about competing with DeBeers in the gem market? We won t compete with DeBeers 31. What evidence does Edward Russell give for his belief that GE is involved in a cartel with DeBeers? aft(prenominal) he was terminated, identical price increase was employ 32. While Harry Oppenheimer has criticized the apartheid system in due south Africa, why does Duncan Hines think he is not being genuine? He claims he opposes the apartheid system, but in so far he makes money from it 33. How did DeBeers create a mini ng workforce from black people living on the play? Unskilled workers ( they forced them off the land by enforcing taxes the black people didnt have cash so they had to work in mines to pay the taxes 34. What are working conditions like for the miners in south-central Africa? Long hours, not much to eat, harsh bear conditions 5. How did the revulsion of the world to the brutality of apartheid contribute to the result of the Oppenheimers power within South Africa? Investors withdrew investments, international companies in South Africa got out of the country 36. What may be the cartels greatest accomplishment? transform the illusion that diamonds are valuable into a populace 37. Why is the diamond deception not a one-person play? Deceiver and deceived . The person who is deceived plays a part in the deception as well. Its future rests in all of the people who believe its myths and carry on the value.