Ad+Campaigns

Monika's Part:

__**Ad Campaigns**__ Advertising Textuality is built into ad campaigns.

Ad Campaign= systematic creation of a series of slightly different ads and commercials based on the same theme, characters, jingles, etc.

Example of famous ad campaigns:

- 1892 Coca-Cola logo appearing across the country - 1985 Nike: Michael Jordan spokesperson and Air Jordan line

__Cooption__ One of the most effective strategies of advertising " If you can't beat em, join em" strategy: - For example, the rise of the 1960's hippies, who were anti-establishment and anti-consumerist were coopted by the use of the "hippie" image in ads and commercials, which mocked consumerism and advertising itself - By doing this, corporate leaders had cleverly " joined the revolution" and created the " cool, anti-establishment" image which catered to the mainstream population

__Other Strategies__ Creating a 'history' for a product, thus linking it to a sense of cultural continuity and communal traditiion This is partially done by getting the product " out there" so that virtually everyone can recognize the product and understand its signification system to some degree This approach works best with products that appeal to everyone ( ie. food, pain relief tablets, insurance, beverages, etc) and not so much ones that have a narrow appeal (ie.cigarettes, certain music styles, etc.) Example: Coca-Cola is virtually recognized by everyone in this world mainly due to this strategy

__Some Other Strategies:__

- 'something for nothing' ( ie. buy one get one free0 - inducing parents to believe that buying something is an investment for their children - 'scare copy' ; promotes fear of poverty, sickness, loss of social standing etc. to promote products such as insurance, fire alarms, cosmetics, vitamins, etc.

- These techniques have become so common that they are no longer recognized conciously as stratagems - Advertising is powerful because it offers recognizable objects and solutions which people are made to believe will bring them all the things they desire in life ( ie. more money, security, improved appearance, better health, increased enjoyment, etc.)

- Over the past century advertising has become the essence of modern modes of communication through its language and styles of presentation.