Television in American constitutes most of our contemporary consumerist lifestyle. The long-formed, systematic enterprise of television overlays it’s foundation for financial gain upon advertising, marketing, audiences and ratings. These topics and strategies play an important role in the making of the successful, lucrative business of television. Chapter two of Jason Mittell’s Television and American Culture extensively maps the process and history of how impactful and successful the media and particularly television shifted america into the strong capitalist, product-consuming society we are known for. In order to be a lucrative business, the television industry has to sell like one. Advertising is arguably one of the most important components
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As stated previously, the most successful strategy was the integration of emotional connections and the formation of memory associations for the viewers and the consumers. By linking a product that appeals to pathological ideologies, instead of logical and reasonable thinking, generates long-term associations with a product. Thus, successfully creating a lucrative product and benefitting both the advertising agency and the television business. A clear example of a long-term, pathological association of a product is the Nike brand. Creating a brand that exudes certain emotions and philosophies impacts the lifestyle and societal norms of the viewers and consumers. “Since the 1980s, advertisers have increasingly targeted more specific and narrowly defined audience segments.” (Mittell 60). This strategy allows media to control our lifestyle, perspective, and decisions by using television as a means to influence certain groups of age, genders, and philosophies. Mittell makes a similar claim, “market researches have used psychographics as a way to group consumers across demographic categories by attitude, lifestyle, values, and interests–thus advertisers will target campaigns to consumer clusters with descriptive labels such as “mainstreamers.” “goodtimers,” and “innovators.”” (Mittell 61). A subtle and successful marketing tool is product placements in popular television shows. The product placement entices viewers because their favorite television show characters and personalities are using it. This is called product integration, “blurring the line between commercial and creative content” (Mittell 63). This method is successful because people are guided by emotions. When people buy and own certain products they are essentially defining their place in
As stated previously, the most successful strategy was the integration of emotional connections and the formation of memory associations for the viewers and the consumers. By linking a product that appeals to pathological ideologies, instead of logical and reasonable thinking, generates long-term associations with a product. Thus, successfully creating a lucrative product and benefitting both the advertising agency and the television business. A clear example of a long-term, pathological association of a product is the Nike brand. Creating a brand that exudes certain emotions and philosophies impacts the lifestyle and societal norms of the viewers and consumers. “Since the 1980s, advertisers have increasingly targeted more specific and narrowly defined audience segments.” (Mittell 60). This strategy allows media to control our lifestyle, perspective, and decisions by using television as a means to influence certain groups of age, genders, and philosophies. Mittell makes a similar claim, “market researches have used psychographics as a way to group consumers across demographic categories by attitude, lifestyle, values, and interests–thus advertisers will target campaigns to consumer clusters with descriptive labels such as “mainstreamers.” “goodtimers,” and “innovators.”” (Mittell 61). A subtle and successful marketing tool is product placements in popular television shows. The product placement entices viewers because their favorite television show characters and personalities are using it. This is called product integration, “blurring the line between commercial and creative content” (Mittell 63). This method is successful because people are guided by emotions. When people buy and own certain products they are essentially defining their place in