Lecture 19Neoliberal or pro market viewConsumers are rational and maximize their self interestRecognize wants, evaluates before purchasingAdvertising aids consumer in purchasing decisionsRegulations are unnecessaryBecause market will regulate itselfAds re not as important as disposable income in determining purchases (limited effects thesis)Ex privatizing water- nestle CEO2. reform of pro-regulation viewfocuses on social welfareadvertising is wasteful, creates false wants, promotes materialismads ‘buy’ consumer loyalty, which benefits larger companies and hinders market competitionadvertiser demands, not viewer demands, determine media contentstate should play a central role in regulating ads3. Critical or anti-consumption viewadvertising is central to advancing capitalismconcerned with the rise of conglomerationconsumers should live with “voluntary simplicity”you should not engage in these types of purchasing and you are a rational buyeradvocates for culture jammingculture jamminggroups that co-opt advertisers’ tactics to promote anti-consumerist messagesactivists who coopt advertisers’ tactics to promote anti- consumerist messagesmimic ad genres and spectaclestend to focus on hyper-consumptionJoe chemo instead of Joe camelabsolute impotence- absolute vodkaRonald McDonald with “grease” over his mouthShell and “birds are like sponges.. for oil! Lets drill!”The yes menSynopsisBuy responsible productsBe part of social movementPay attention international trade organizationsReclaim public spaces (ie: turkey gezi park)Participate in consumer movementsBuy nothing day, shift your shoppingResponsible ads/PRWrite strong storiesListen to people involved with your brandLearn from interactions with all peopleRespond respectfullyJAMS 214 1st EditionLecture 19Neoliberal or pro market view- Consumers are rational and maximize their self interesto Recognize wants, evaluates before purchasingo Advertising aids consumer in purchasing decisions- Regulations are unnecessaryo Because market will regulate itself- Ads re not as important as disposable income in determining purchases (limited effects thesis)o Ex privatizing water- nestle CEO 2. reform of pro-regulation view- focuses on social welfareo advertising is wasteful, creates false wants, promotes materialismo ads ‘buy’ consumer loyalty, which benefits larger companies and hinders market competition- advertiser demands, not viewer demands, determine media content- state should play a central role in regulating ads 3. Critical or anti-consumption view- advertising is central to advancing capitalismo concerned with the rise of conglomeration- consumers should live with “voluntary simplicity”o you should not engage in these types of purchasing and you are a rational buyer- advocates for culture jamming culture jamming- groups that co-opt advertisers’ tactics to promote anti-consumerist messagesThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.- activists who coopt advertisers’ tactics to promote anti- consumerist messageso mimic ad genres and spectacles tend to focus on hyper-consumption- Joe chemo instead of Joe camel- absolute impotence- absolute vodka- Ronald McDonald with “grease” over his mouth- Shell and “birds are like sponges.. for oil! Lets drill!”- The yes men Synopsis- Buy responsible products- Be part of social movement- Pay attention international trade organizations- Reclaim public spaces (ie: turkey gezi park)- Participate in consumer movements- Buy nothing day, shift your shopping Responsible ads/PR- Write strong stories- Listen to people involved with your brand- Learn from interactions with all people- Respond