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85 Cards in this Set
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ADVERTISING AS RELIGION
What secret did capitalism discover that previous modes of production had not? |
The wealth of societies in which the capitalist mode of production prevails appears as an “immense collection of commodities.”
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ADVERTISING AS RELIGION
What secret did capitalism discover that previous modes of production had not? |
The wealth of societies in which the capitalist mode of production prevails appears as an “immense collection of commodities.”
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ADVERTISING AS RELIGION
In older non-market societies how could we characterize people’s relationships with goods? |
More direct connection – most goods consumed were produced by themselves or person they knew.
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ADVERTISING AS RELIGION
What feature of goods did Marx recognize and install into his methodological framework? |
The social relations of production were visible o all and in a sense, embedded in goods as a part of their meaning.
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ADVERTISING AS RELIGION
Why did Marx start his analysis with the Commodity? |
If one could understand how commodity was produced, exchanged, and consumed, one would have the basis of an understanding of the entire system of capital relations.
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ADVERTISING AS RELIGION
What happens to the real meaning of goods in capitalist production and consumption? |
They are emptied out.
“Fetish of commodities” = a disguise whereby the appearance of things in the marketplace masks the story of who fashioned them and under what conditions. |
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ADVERTISING AS RELIGION
What does T. Jackson Lears argue about the early years of the 20th century? |
Feelings of unreality, depression, and loss accompanied by the experience of autonomy.
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ADVERTISING AS RELIGION
What had happened to the quest for health by the 20th century? |
Became an almost entirely secular process.
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ADVERTISING AS RELIGION
How does advertising resemble the therapeutic world? |
A world in which all overarching structures of meaning had collapsed. (Phillip Rieff)
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ADVERTISING AS RELIGION
In the consumer society what takes over the functions of traditional culture? |
Resolves the tensions and contradictions of the INDUSTRIAL society as the marketplace and consumption take over traditional culture.
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ADVERTISING AS RELIGION
What is the function of advertising with regard to the relation between object and producer? |
To refill the emptied commodity with meaning.
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ADVERTISING AS RELIGION
In the stage of Idolatry, how does the consumer society respond to the appearance of the “immense collection of commodities”? |
Celebration of the great productive capacities of industrial society as reflected in products.
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ADVERTISING AS RELIGION
What are the early stages of national advertising characterized by? |
Stage of idolatry.
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ADVERTISING AS RELIGION
What strategy did advertisers use to call forth a religious experience with objects? |
Visual clichés that employed vague forms of sacred symbolism – such as visuals sought to transform the product in a “surrogate trigger.”
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ADVERTISING AS RELIGION
How does advertising develop in the stage of Iconology? |
Icons are symbols; they mean something. Advertising moves from the worship of commodities to their MEANING within a SOCIAL CONTEXT.
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ADVERTISING AS RELIGION
In the stage of Narcissism how is the power of the product predominantly manifested? |
Product reflects desires of the individual; power predominates through the strategy of “black magic” (= sudden physical transformation, entrance others.)
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ADVERTISING AS RELIGION
In the stage of Totemism, what do goods take the place of? |
Correlation between natural and social world where natural differences stand for social difference. Goods take place of NATURAL SPECIES.
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ADVERTISING AS RELIGION
In the contemporary marketplace how is the person-object relationship articulated? |
Psychologically, physically, and socially.
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ADVERTISING AS RELIGION
How does advertising reflect the world that Marx described as characteristic of capitalism? |
An enchanted kingdom of magic and fetishism where goods are autonomous, wher they enter into relations with each other, and where they appear in “fantastic forms” in their relations to humans.
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ADVERTISING AS RELIGION
What is the real function of advertising if not to give people information? |
To make them feel good.
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ADVERTISING AS RELIGION
What is advertising a secular version of and why? |
Version of God because advertising can “satisfy” us and “justify” our choices.
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ADVERTISING AS RELIGION
What two gospels does John Kavanaugh identify? |
Commodity and person that serve as ultimate and competing forms of perception.
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ADVERTISING AS RELIGION
At what level does advertising as a religion operate? |
At a mundane every day level.
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ADVERTISING AS RELIGION
What kind of religion can advertising be compared to? |
Fetishistic religion; affects physical, social, and psychological human conduct that attention is directed to.
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ADVERTISING AS RELIGION
According to Raymond Williams, what choice does modern advertising obscure? |
Choice between man as consumer and man as user because advertising both recognizes our reality and then offers a false interpretation of it.
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ADVERTISING AS RELIGION
In the world of advertising the spirits of what invade the commodity and supply its power? |
The spirits of technology.
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ON ADVERTISING
As a social scientist, what question is Jhally interested in? |
Question of determination – what structures the world and how we live in it.
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ON ADVERTISING
What is Marx’s aphorism that Jhally works with? |
Philosophers help us understand the world, but the point is to change it.
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ON ADVERTISING
What was Twitchell amazed by in terms of what his students knew? |
How little they knew about literature compared to advertising.
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ON ADVERTISING
What about the material world interests Twitchell? |
Why it’s been so overlooked, so denigrated; why happiness can’t come from it.
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ON ADVERTISING
Why is Jhally interested in advertising, coming out of the Marxist tradition? |
Advertising link the material world and the world of symbolism and culture.
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ON ADVERTISING
What is Jhally’s view driven by? |
Political factors, not moral ones.
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ON ADVERTISING
What according to Jhally, have advertisers realized since the 1920s? |
Things don’t make people happy. Social lives drive people.
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ON ADVERTISING
Why doesn’t Jhally agree with Twitchell, when he (Twitchell) says that advertisers are delivering to people what they want? |
Deliver images of what people say they want connected to the things advertisers sell.
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ON ADVERTISING
What vision does Jhally see in advertising? |
Vision of socialism used to sell commodities.
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ON ADVERTISING
Why does Twitchell think advertising excludes communal desires? |
Not as high on most people’s agendas as they are for those in their 50s.
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ON ADVERTISING
Why doesn’t Jhally think that we can accept that advertisers reflect people’s real needs and desires? |
Only answered when you have a space in the culture where alternative values can be articulated.
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ON ADVERTISING
According to Jhally, where is the only place in the culture where there is still independent thinking going on? |
The academy, where discussions take place.
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ON ADVERTISING
Why does Jhally think that students do not follow through on the politics they really believe in once they leave higher education? |
They are $30,000 in debt but know what they want to do; capitalism is to get people in debt early.
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ON ADVERTISING
Why does Jhally disagree with Twitchell’s claim that the media system reflects most people’s ideas and desires? |
Education provides the tools to think and understand the world. It’s up to them to figure out what to do with that.
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ON ADVERTISING
How do Jhally and Twitchell disagree when it comes to the question of power? |
Jhally thinks it’s the outside in and Twitchell thinks it’s the articulated will of the consumer.
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ON ADVERTISING
Why does Twitchell think people buy diamonds when they know them to be worthless? |
Company says it’s how you are successful in courting women.
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ON ADVERTISING
According to Jhally, what does the diamond example point to? |
People’s relationship with objects that defines us as humans, illustrating the power of advertising.
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ON ADVERTISING
According to Jhally what is real and false about advertising? |
It takes real needs and desires.
REAL: it appeals. FALSE: there are no answers it provides to appeals. |
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ON ADVERTISING
According to Jhally, why is happiness a zero-sum game? |
It’s a relative state in terms of what others have at the time.
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ON ADVERTISING
What does Marx say about people making history? |
People make their own history, but not in condition of their own choosing.
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ON ADVERTISING
According to Jhally, what happens when you look at only one side of Marx’s aphorism on making history? |
You get a distorted view.
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ON ADVERTISING
According to Jhally, why did the Soviet Union fall apart? |
Never dealt with individual needs; no one believed glamorous images from West.
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ON ADVERTISING
Why does Twitchell think advertising is not a trick? |
We collaborate in the process of advertising. We don’t quite understand how it works, but we suspend disbelief and give ourselves over to it.
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ON ADVERTISING
What is Twitchell’s view of morality in advertising? |
He doesn't think it figures in advertising; advertising has only one moral and that is to buy stuff.
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ON ADVERTISING
According to Jhally, what is the last way you should evaluate advertising? |
Whether it tells the truth or not.
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ON ADVERTISING
What does Twitchell think people are after in advertising? |
Patterns that have to do with belonging, ordering, making sense.
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ON ADVERTISING
How does Twitchell answer the question of whether advertising is art? |
“Art is whatever I say it is.”
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ON ADVERTISING
Where does Twitchell see power emanating from in religion? |
More from the congregation than from behind the pulpit.
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NEW BRANDED WORLD
What idea was the gospel of the machine age? |
Bolstering one’s brand name; the production of goods.
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NEW BRANDED WORLD
What consensus emerged about corporations in the 1980’s? |
They were bloated, oversized, owned too much, employed too many.
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NEW BRANDED WORLD
What race were new companies such as Nike and Microsoft competing in? |
Race toward weightlessness. Producing the most powerful images, as opposed to products.
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NEW BRANDED WORLD
What tools and materials are needed for creating a brand? |
It requires an endless parade of brand extensions, continuously renewed imagery for marketing and, most of all, fresh new spaces to disseminate the brand's idea of itself.
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NEW BRANDED WORLD
What is the difference between the brand and the advertisement? |
Think of the brand as the core meaning of the modem corporation, and of the advertisement as one vehicle used to convey that meaning to the world.
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NEW BRANDED WORLD
What was the first function of branding? |
Bestow proper names on generic goods.
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NEW BRANDED WORLD
According to adman Bruce Barton what was the role of advertising? |
To help corporations find their soul.
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NEW BRANDED WORLD
Where did the search for the true meaning of the brand take the agencies? |
“Brand essence” = took the agencies away from individual products and their attributes and toward a psychological
anthropological examination of what brands mean to the culture and to people's lives. |
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NEW BRANDED WORLD
Why was the purchase of Kraft by Phillip Morris spectacular news for the ad world? |
More than just a sales strategy: it was an investment in cold hard equity. The more you spend, the more your company is worth.
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NEW BRANDED WORLD
What did the radical shift in corporate philosophy towards the value of branding send manufactures to engage in? |
Engaged in a cultural feeding frenzy to inflate brand names.
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NEW BRANDED WORLD
What does David Lubars call consumers? |
They’re like roaches - you spray them and spray them and they get immune after a while.
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NEW BRANDED WORLD
What is the “experiential communication” industry? |
A phrase used to encompass the strategy of branded pieces of corporate performance art and other “happenings” – INGENIOUS GIMMICKS.
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NEW BRANDED WORLD
What happened on “Marlboro Friday”? |
A sudden announcement from Phillip Morris to slash prices 20% in an attempt to compete with bargain brands.
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NEW BRANDED WORLD
What was “Marlboro Friday” a culmination of? |
Years of anxiety in the face of dramatic shifts in consumer habits that we seen as eroding the market share of household names.
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NEW BRANDED WORLD
What happened to corporate strategy as a result of the bargain craze of the early nineties? |
Seemed smarter to put resources in price reductions and other incentives than into expensive ad campaigns.
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NEW BRANDED WORLD
According to the agencies what would competing on the basis of real value lead to? |
Not just death of brand, but corporate death as well.
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NEW BRANDED WORLD
How did companies such as Coke, Pepsi, McDonald’s, Burger King and Disney respond to the brand crisis? |
Integrated the ideas of branding into the very fabric of companies; became cultural accessories and cultural philosophies.
Escalated the brand crisis by not being phased. |
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NEW BRANDED WORLD
How did The Body Shop and Starbucks foster powerful brand identities? |
Made their brand concept into a virus and sent it out in the culture via a variety of channels: sponsorship, controversy, experience, brand extensions, etc.
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NEW BRANDED WORLD
According to Scott Bedbury what must brands establish? |
Emotional ties.
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NEW BRANDED WORLD
What is the difference between advertising and branding? |
Ad = about promoting a product.
Brand = corporate transcendence. |
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NEW BRANDED WORLD
What was the new consensus that developed as a result of the success of the brand builders? |
The products that will flourish in the future will be the ones presented not as commodities, but as concepts: the brand experience, as a lifestyle.
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NEW BRANDED WORLD
How do brands present themselves on-line? |
Free to soar; less as the disseminator of goods or services than as collective hallucinations.
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NEW BRANDED WORLD
How does Tom Peters separate types of companies? |
Top half: pure players in brainware (Coke, Microsoft, Disney)
Bottom half: lumpy object-purveyors. |
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NEW BRANDED WORLD
In the new context how did ad agencies present themselves to their clients? |
On their ability to act as “brand stewards”: identifying, articulating, and protecting their corporate soul.
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NEW BRANDED WORLD
What does Phil Knight think Nike’s mission is? |
Not to sell shoes, but to enhance people’s live through sports and fitness. To keep the manic of sports alive.
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NEW BRANDED WORLD
According to John Hegarty, what is Polaroid? |
A social lubricant.
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NEW BRANDED WORLD
How does Tibor Kalman sum up the shifting role of the brand? |
The original notion of the brand was quality, but now the brand is a stylistic badge of courage.
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NEW BRANDED WORLD
According to Richard Branson, what do you build brands around? |
Reputation; attributes not related directly to one product, but to a set of values.
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NEW BRANDED WORLD
What is Tommy Hilfiger in the business of? |
Less in business of manufacturing clothes than of signing his name.
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NEW BRANDED WORLD
According to Paul Otellini, how is Intel like Coke? |
One brand, many different products.
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NEW BRANDED WORLD
According to Sam Hill, Jack McGrath and Sandeep Dayal what can also be branded? |
An endless variety of commodities traditionally considered immune to the process.
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