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Marketing Surveillance Society Thesis

• Movement to e-commerce on line allows single source, integrated market research intelligence, new levels of custom advertising to markets of one
• See www.redsherriff.com
• An internet tracking company which downloads a hidden Javascript on to y our browser when you visit one of their affiliated sites
• Can track where you visit, how long you stay, what you bought and create a full virtual data shadow
• Sell it to business who will design a marketing applet to bombard you
• Consumer mobility– tracking and ad campaign design now central to new forms of market/advertising
• Privacy, issues of ‘informed consent’ and other concerns

Rhetorical Techniques of Ads ( see Fleras, 202-203)

• 1. Shock/Humour/Novelty: to get attention
• 2. Repetition
• 3. Visual Style Codes:
• 4. Ubiquity

Social Psychology of Ads

• Maslov’s hierarchy of basic human needs:
• NOT directly observable:
• survival, physiological sustenance
• personal safety
• social belonging
• self esteem
• self actualization
• aesthetic, expressive needs
• higher level needs become salient when survival needs are met

Effects of Ads

• Saturation
• See now more than 500 ads a day/182,000 a day
• Very low levels of recall
• Avoidance
• Use remote control to dodge ads
• Tape and fast forward
• Defensive Industry Response: Integration
• Fool consumer by integrating commercial and content: product placement, seamless infomercials
• ‘advertorials’
• Issue of ‘due process’: are consumers aware of what is an appeal and what is not?

Effects Cont’d

• Socio-Cultural
• Used to identify ‘in’ and ‘out ‘ groups
• Create ideal role models
• stereotyping
• Psychological
• Behavioral: induce a buy
• Attitudinal: like the product/associate with attributes—lifestyle appeals
• Cognitive: recognize, evaluate what is needed
• Political
• Political advertising is more often using conventional ad appeals ( celebrity/spectacle positioning )