ANT329H1 Lecture Notes - Lecture 7: If And Only If, Killing Us Softly, Clairol
Document Summary
Readings: o"barr - the rise and fall of the tv commercial . Introduction, a salesman in every living room : use after wwii, merge of previous forms. The emergence of the tv commercial : history, live demonstrations, Commercial formats : demonstration, testimonial, celebrity endorsement, hidden camera, interview, slice of life, animation, comparison. The social world, according to tv commercials : idealized cultural values, gender, race, New woman as well (virginia slims), ethnic diversity, . The end of advertising as we know it : he term itself and advertising which looses its raison d" tre (more and more focused on creativity for instance). Tv commercials no longer provide the forceful models of domesticity and gender differentiation that they once did but take a more flexible approach. Conclusion : although the tv commercial remains an important part of the marketing mix, it is no longer as preeminent as it was for the latter half of the 20th century .
