I recently read a blog post about the disposition of the current young generation of Americans. Basically, it said that most people feel young Americans are self-centered and feel that the world revolves around them. I couldn't agree more.
Our generation grew up in the prosperous ninties. The portion of our generation that is now entering the professional world has had a remarkably easy life to this point. Not only have we had it easy, the television that we watch instills in us a value system that is self-oriented. We look up to role models that are rich, famous and often times selfish. Due to the glamorization of the Hollywood lifestyle, we have come to love and expect attention. And due to the new-age style of parenting, we have come to believe that each and every one of us is, indeed, special.
Then, we get farther away from home and into situations with hundreds of kids from similar households--and everyone believes they're special. Now our generation is taking entry-level positions across the board, and, unlike with mom and dad, they aren't anything special yet. Dealing with the shock of a shift from one end of the spectrum to the other will be, and already is, hard to deal with for America's young men and women. Maybe it's time we went with th old school approach. It seemed like people came out a lot more hard-nosed and ambitious when people were still having twelve kids and ignoring all of them. I'm just joking that we should return to that school of parenting, obviously. But I think today's parents aren't doing their kids any favors by making them think that their interests are the only ones that matter.
Sunday, March 18, 2007
Eye scanners and Tom Cruise
The 2003 movie Minority Report has it all. Action, drama and Scientology prophet Tom Cruise. But the futuristic flick set in Washington D.C. in 2054 also gives some interesting insight into our future.
In D.C. in 2054, people's eyes are their identification. Scanners read eyes as people board trains and buy products. Eyes, as in Tom's case, can work against you too, as he is tracked by these scanners when he is a fugitive from the law. To evade the authorities, Tom gets a now-common black market procedure, an eye transplant.
To match his new eyes, Tom heads to the Gap to get some new gear. As he walks in, a scanner reads his eyes and a young woman appears on a screen in front of him. "Welcome back to the Gap Mr. Yakamoto," she says. "How are those khakis working out for you?"
Even before the transplant, Tom, who plays John Anderton, experiences constant bombardment by futuristic advertising. As he walks through the mall, the walls shine with electronic displays. Vacation ads ask him, "Isn't time you got away, Mr. Anderton."
In most futuristic science-fiction movies, the future is too advanced and far-fetched . In "Minority Report," I could watch it and say, "Yeah, I can see that happening." Advertising is already creeping into our media so rapidly that it is impossible to avoid. It is constantly finding new ways to reach the masses. And, it is not so hard to believe that someday it will be precisely personalized while you walk down the street.
This kind of technology would allow companies to use all of your information and put you into a certain category. Then, they would formulate a specialized pitch for the category you fit into as your eyes got scanned. It would no doubt be a formidable advertising strategy.
Advertising is already inescapable. Perhaps, in the future, it will be even more assertive and specialized.
In D.C. in 2054, people's eyes are their identification. Scanners read eyes as people board trains and buy products. Eyes, as in Tom's case, can work against you too, as he is tracked by these scanners when he is a fugitive from the law. To evade the authorities, Tom gets a now-common black market procedure, an eye transplant.
To match his new eyes, Tom heads to the Gap to get some new gear. As he walks in, a scanner reads his eyes and a young woman appears on a screen in front of him. "Welcome back to the Gap Mr. Yakamoto," she says. "How are those khakis working out for you?"
Even before the transplant, Tom, who plays John Anderton, experiences constant bombardment by futuristic advertising. As he walks through the mall, the walls shine with electronic displays. Vacation ads ask him, "Isn't time you got away, Mr. Anderton."
In most futuristic science-fiction movies, the future is too advanced and far-fetched . In "Minority Report," I could watch it and say, "Yeah, I can see that happening." Advertising is already creeping into our media so rapidly that it is impossible to avoid. It is constantly finding new ways to reach the masses. And, it is not so hard to believe that someday it will be precisely personalized while you walk down the street.
This kind of technology would allow companies to use all of your information and put you into a certain category. Then, they would formulate a specialized pitch for the category you fit into as your eyes got scanned. It would no doubt be a formidable advertising strategy.
Advertising is already inescapable. Perhaps, in the future, it will be even more assertive and specialized.
Monday, March 12, 2007
Product placement to a whole new level
When I rented "Snakes on a Plane," I was pretty sure I knew what I was going to get--some snakes, a plane and Sam Jackson saying he's "tired of these muthafuckin' snakes on this muthafuckin' plane!"
A couple friends and I popped it in and strapped in for the wild ride. Then, in the first ten minutes, we all noticed something that detracted from the movie. First, let me define "detracted." I realize that "Snakes on a Plane" is hard to screw up. "Crash" it is not. No, what we saw detracted from the actual experience of watching a movie altogether. Usually, product placement is subtle and clever. In about half of the shots in the first ten minutes of "Snakes," it seemed like half features a clear shot of a Red Bull can, or cans.
I know all about product placement, and I usually notice it. When I saw James Bond briefly driving a Ford in "Casino Royale," I noticed it, but it was not overkill. When I see a guy downing a Red Bull, followed by a shot of a case of Red Bull in the background, followed by a shot of the guy setting down his finished Red Bull, it's a little distracting.
It's so distracting that I'm more focused on when I'm going to see more Red Bull than on what is going on in the story. I realize that product placement is now a reality in television and the movies, but I refuse to accept it. When I see a movie, I want to be entertained. I want to enjoy art for art's sake. I don't want movies to be peddlers of the cool, new energy drink. Obviously, some brand names have a place in movies. Gangsters drive Cadillacs and basketball players rock Nikes. But that's part of the culture now. Not all cool, good-looking movie stars drink Red Bull.
The worst thing is that it will only get worse. Advertisers have their hands everywhere and product placement has proved quite effective. My only hope is that Hollywood won't sell out. Oh--wait, I think that already happened.
A couple friends and I popped it in and strapped in for the wild ride. Then, in the first ten minutes, we all noticed something that detracted from the movie. First, let me define "detracted." I realize that "Snakes on a Plane" is hard to screw up. "Crash" it is not. No, what we saw detracted from the actual experience of watching a movie altogether. Usually, product placement is subtle and clever. In about half of the shots in the first ten minutes of "Snakes," it seemed like half features a clear shot of a Red Bull can, or cans.
I know all about product placement, and I usually notice it. When I saw James Bond briefly driving a Ford in "Casino Royale," I noticed it, but it was not overkill. When I see a guy downing a Red Bull, followed by a shot of a case of Red Bull in the background, followed by a shot of the guy setting down his finished Red Bull, it's a little distracting.
It's so distracting that I'm more focused on when I'm going to see more Red Bull than on what is going on in the story. I realize that product placement is now a reality in television and the movies, but I refuse to accept it. When I see a movie, I want to be entertained. I want to enjoy art for art's sake. I don't want movies to be peddlers of the cool, new energy drink. Obviously, some brand names have a place in movies. Gangsters drive Cadillacs and basketball players rock Nikes. But that's part of the culture now. Not all cool, good-looking movie stars drink Red Bull.
The worst thing is that it will only get worse. Advertisers have their hands everywhere and product placement has proved quite effective. My only hope is that Hollywood won't sell out. Oh--wait, I think that already happened.
Sunday, March 11, 2007
Shock Science
With shocking images such as a man chisling a cat out of an ice block in recent advertisements for Popular Science Magazine, they have shifted their focus more from "Science" to "Popular."
As we have seen on television with the Discovery Channel and the advent of The Learning Channel, science can sell. But not any kind of science. The science that interests our modern culture is only the most shocking, ridiculous, seemingly impossible science.
In our modern society dominated by technology, it is no longer "uncool" to be science-savvy. In fact, you pretty much have to be a computer geek these days. The reason that these advertisements are interesting and will be successful is that they are playing a different angle from that. We know about all the big issues. We know about how small cell phones will get; we know about global warming; and we know about cancer. For better or worse, many are getting (for lack of a more sensitive word) tired of hearing about these things.
When you show us scientific oddities and completely unheard-of accomplishments, then you have our attention. If it's weird and unique, it will sell. I have read countless articles and seen countless shows about global warming. It no longer shocks me. But show me a cat being frozen and brought back to life after a state of suspended animation? Now I'm listening.
As we have seen on television with the Discovery Channel and the advent of The Learning Channel, science can sell. But not any kind of science. The science that interests our modern culture is only the most shocking, ridiculous, seemingly impossible science.
In our modern society dominated by technology, it is no longer "uncool" to be science-savvy. In fact, you pretty much have to be a computer geek these days. The reason that these advertisements are interesting and will be successful is that they are playing a different angle from that. We know about all the big issues. We know about how small cell phones will get; we know about global warming; and we know about cancer. For better or worse, many are getting (for lack of a more sensitive word) tired of hearing about these things.
When you show us scientific oddities and completely unheard-of accomplishments, then you have our attention. If it's weird and unique, it will sell. I have read countless articles and seen countless shows about global warming. It no longer shocks me. But show me a cat being frozen and brought back to life after a state of suspended animation? Now I'm listening.
Sunday, March 4, 2007
March Madness
Once again, it's my favorite time of year, when I let everything in my life slip dangerously close to critical levels so I can spend more time watching some great college basketball. March Madness has always been a big deal, but ever since the NCAA and CBS worked out an 11-year, $6 billion dollar contract for coverage rights in 1999, it has become a HUGE deal. Everyone wants in on the madness, and advertisers have been no exception.
There are so many issues around March Madness--like the yearly debate of whether the key instruments in this whole industry (players) should see some of the considerable revenues they help bring in. But I won't touch that here, seeing as I don't want to spend a few weeks outlining all the different arguments.
Every year, though, you see your local, sleazy used car dealer doing a "March Madness Sale" commercial while he clumsily dribbles a basketball around. Aside from being painful to watch, I wonder how many of these commercials are violating trademark laws. In one case involving national advertising, the NCAA successfully ordered Liberty Mutual Insurance to cease use of the March Madness phrase, which was used in a print advertising campaign. I never knew before this that "March Madness" was a registered trademark of the NCAA.
But, even if these local businesses are using the phrase illegally, is it likely that the NCAA will stop them from doing it? They are no doubt benefiting from use of the phrase whether it is endorsed by the NCAA or not. And it would be too hard for the NCAA to police all of the local advertising areas in America to make sure no one is using its phrase. I would be curious to know how much this goes on with other nationally held trademarks. Local advertisers seem to have some room for more activity such as this due to their small markets, and the fact that people outside these markets are not exposed to the ads. In most cases, it is probably not worth a national company's time to deal with the legal aspects surrounding a case like this.
My conclusion would be that many local companies illegally use registered trademarks in their advertising. They can do this because corporations do not have the time and money to go after them, and the revenue they bring in from these ads is likely small when compared to what a national company would bring in with them.
There are so many issues around March Madness--like the yearly debate of whether the key instruments in this whole industry (players) should see some of the considerable revenues they help bring in. But I won't touch that here, seeing as I don't want to spend a few weeks outlining all the different arguments.
Every year, though, you see your local, sleazy used car dealer doing a "March Madness Sale" commercial while he clumsily dribbles a basketball around. Aside from being painful to watch, I wonder how many of these commercials are violating trademark laws. In one case involving national advertising, the NCAA successfully ordered Liberty Mutual Insurance to cease use of the March Madness phrase, which was used in a print advertising campaign. I never knew before this that "March Madness" was a registered trademark of the NCAA.
But, even if these local businesses are using the phrase illegally, is it likely that the NCAA will stop them from doing it? They are no doubt benefiting from use of the phrase whether it is endorsed by the NCAA or not. And it would be too hard for the NCAA to police all of the local advertising areas in America to make sure no one is using its phrase. I would be curious to know how much this goes on with other nationally held trademarks. Local advertisers seem to have some room for more activity such as this due to their small markets, and the fact that people outside these markets are not exposed to the ads. In most cases, it is probably not worth a national company's time to deal with the legal aspects surrounding a case like this.
My conclusion would be that many local companies illegally use registered trademarks in their advertising. They can do this because corporations do not have the time and money to go after them, and the revenue they bring in from these ads is likely small when compared to what a national company would bring in with them.
International Celebrity Advertising
After seeing Jack Bauer, or Kiefer Sutherland to non-24 fans, in an international Calorie-Mate commercial, it got me thinking about market research--and fat paychecks.
I know that many American movies, television shows and celebrities are popular overseas. And apparently, Germany has the market cornered when it comes to loving failed American celebs (see: D. Hasselhoff, M. Jackson). I was more curious, though, because Jack (I'm referring to Sutherland as Jack Bauer from now on because Bauer is much more exciting) speaks english in the commercial--and he is the only one who does. Is the mere presence of such a person in a foreign advertisement enough to sell the product? And, since the paycheck to come do a commercial overseas would seemingly be much more than that of a domestic commercial, is it worth it to pay Jack that much money to do his thing when most of the audience can't understand him?
Obviously a wildly popular show both at home and abroad, it is easy to see 24's international market potential. However, I am curious to see the market research statistics of how people respond to an ad when much of that ad is in a foreign language. Obviously, he's not describing the product, but it still adds that element. If a foreign celebrity such as Dirk Nowitski was on television speaking strictly German, it would no doubt throw some people off.
What this commercial makes me wonder most is, are some foreign countries so saturated with American pop culture and entertainment that it can be used successfully in advertising, even when it is not in a language people can understand?
I know that many American movies, television shows and celebrities are popular overseas. And apparently, Germany has the market cornered when it comes to loving failed American celebs (see: D. Hasselhoff, M. Jackson). I was more curious, though, because Jack (I'm referring to Sutherland as Jack Bauer from now on because Bauer is much more exciting) speaks english in the commercial--and he is the only one who does. Is the mere presence of such a person in a foreign advertisement enough to sell the product? And, since the paycheck to come do a commercial overseas would seemingly be much more than that of a domestic commercial, is it worth it to pay Jack that much money to do his thing when most of the audience can't understand him?
Obviously a wildly popular show both at home and abroad, it is easy to see 24's international market potential. However, I am curious to see the market research statistics of how people respond to an ad when much of that ad is in a foreign language. Obviously, he's not describing the product, but it still adds that element. If a foreign celebrity such as Dirk Nowitski was on television speaking strictly German, it would no doubt throw some people off.
What this commercial makes me wonder most is, are some foreign countries so saturated with American pop culture and entertainment that it can be used successfully in advertising, even when it is not in a language people can understand?
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