MDSA02H3 Lecture Notes - Lecture 10: Kodak, Campbell Soup Company, Quaker Oats Company
Document Summary
Industrial revolution: workers search for distinction, early functional ads, emotional lifestyle ads. Eat popcorn" into 2 frames of a film: coca-cola also attempted this in 1 frame, the more powerful tactic was to tap into people"s unconscious desires: for happiness, power, success, etc. Improving one"s life = social mobility: we are all workers doing similar tasks, how do we distinguish ourselves, ads told people how to be different. Sigmund freud"s nephew - edward bernays: edward bernays was the inventor of public relations (modern advertising). Importer of freud"s ideas about psychology into advertising: worked to create meaning around products: cigarettes, bacon, cars, helped sell products for companies in compelling, persuasive ways. Incorporated freud"s idea of the "unconscious" into advertising. Mutant ninja turtles millions of dollars to place their product in its 2014 film); this money covers much of the film costs, especially if more than one company is paying for product placement in the film.
