|
Integrated Ads
Giant advertising companies like American Express are losing faith in tradional 30 seconds ads. So what's going on?
Television audiences are watching fewer ads. The networks are losing viewers to cable and new digital technology allows viewers to skip ads for programmes. Old advertising models are starting to break down and advertisers are pursuing countermeasures. But these new techniques are blurring the boundaries between content and advertising. So, why not go into programmes? 
Photo: Sean Penn in 'I am Sam'. This interview shows the integration of advertising with entertainment. People are engaged with products in 'an entertaining way', they are getting used to them. They will even search on the internet for these 'integrated ads' which are actually little movies. They are (still) accepting them. 
Photo: Tom Hanks in 'Cast Away'. So why bother? Well, there is a fine line between advertising and art. It's called 'sales'. When advertising becomes a main part of our culture ('we're selling consumption'), this culture is in danger. Example: Kill Bill saw Uma Thurman sport a pair of Onitsuka Tiger sneakers as part of Tarantino's homage to martial arts master, Bruce Lee. That's called 'product placement'. 
Photo: Uma Thurman in 'Kill Bill 2'. Singing about 'Pepsi', paintings signed by 'Ronald McDonald' or action motion pictures starring 'Dr Pepper' just isn't all that... |
 |
|
||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
|
||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
 |
posted by BlogFonk: Friday, November 26, 2004 [#]