Products: Advertising Industry (Week 9)
Cynthia, B. Meyers in Holt, J. & Perren, A. (eds.) Media Industries: History, Theory, and Method. London: Wiley-Backwell.pp.69-80.
Two approaches towards advertising as said by Meyers:
- 'hard sell' = the direct, hard-hitting, repetitive, product-centered approach
- 'soft sell' = the indirect, subtle, humorous, user-centered approach
Advertising produces 'cultural meanings and artifacts', effective advertising must 'articulate contemporary cultural tensions in order to communicate to its audiences'
Radio
FrankNelsonNet (2014) Jack Benny radio show 9/11/49 Beverly Hills Tour - hard sell = focused around the prodcuct, emphasises its greatness compared to other brands
Television
DigitalCinemaMedia (2008) Guinness 'Surfer' - soft sell = doesn't focus on the product but how the product makes the consumer feel
Retro Ads: Soft sell, relates to the cultural sexism and racism that was current of the time, subtle insult Contemporary ads: bold, powerful catchy phrases, emphasis how women 'should look', subtle body shaming
Accutron and AMC's Mad Men
Freddy's pitch emphasises how the advertising industry works. He makes the product seem like the best watch in the world and how it makes the consumer feel. It shows how advertising industries show off their product in relation to consumers.
John Deere Advertising Pitch
Target market for John Deere mowers: Those who either work in agriculture or landscaping or people with large lawns/middle class properties
The most effective approach towards selling a John Deere mower would be showing its potential. ow the mower cuts grass and how the consumer can benefit from buying such a product. Hard sell mixed with soft sell approach