ADPR 3100 1nd Edition Lecture28Outline of Previous LectureI. Examples of legal and ethical issuesII. What are ethical issues?III. Legal issues vs. ethical issuesIV. “moral myopia”Outline of Current Lecture I. The expanding agencyII. Appealing to communitiesIII. Crowd-sourced advertisingIV. CategoriesCurrent Lecture- the current situationo producer-led paradigm to consumer-led paradigm manufacturing and design marketing styles of advertisingo watch digital media, more changes in advertising in agency structure the changes in the market are not just innovative content creative collaborationeveryone can contribute- fan communities and user productionso communities and identificationThese 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. people feel so passionately about their brands (sports teams, clothes, etc. they’re hardcore fans) fan communities are basically the reason behind identities community: the label of the act of making an identity a way for people to be wrapped up in the sense of themselves intimate part of who you are personal identity (“who am i”) group identity (“i identify with them”) its a social thing you identify by your community ex: facebook groups fan community in social media  “let’s break a guinness world record” “a million strong for stephen colbert” “i dont care how comfortable crocs are you look like a dumbass”o early forms identities/communities from a choice. seem to be naturaldon’t have a choice over membership family, clan, nationality, race, ethnicity religious converts identification partisans  identification with political party or program  modern fans people began to identify more with pop culture and become fans of different things middle class, leisure time, consumer culture, and mass media sports fans baseball and football fans  modern: media fans silent film era valentino  fans killed themselves when he died modern: sponsored. entry of advertising (started to think they could profit off all of the fan communities since people were so crazy over them) radio: Tom Mix Ralston straight shooters targeted at kids show sponsored by Ralston-purina write in for special comic books toys and novelties television: mickey mouse club trekkies for star trek are an example frank sinatra had a huge fan base; elvis also fans for the beatles michael jacksons death modern: popular culture beatles fans talking about how they won't give up their tickets for anythingo market→ finished ads→ agency.- categories:o competition contest people send in finished ads and the advertiser chooses the best, the winner typically gets some amount of money o collaboration unit not a contest, doesn’t pit user against user; allows being in the user base to collaborate so people can build upon a share ideas rather than sit there and compete the client oversees this process and gives input on what they think the best decisions would beo working independently not an open collaboration, pick the campaign you want to work on, download creative brief and are given a time limit on when to have it done by; also a cash prizeo competition MOFILM-made primarily for people that want to grab finished video ads; alsocompetition with time frame- crowd sourced advertising o visitors and spoils power to brand power to the peopleo competitive participationo client judge o paid for results as well as for reputational score of community o giant hydra mass collaboration unit management team coordinates crowdsourced creative collaborate to develop ideas client oversees process; chooses besto zooppa people powered brand energy worked independently  compete for awards from client from staffo mofilm craft finished video ads helping aspiring filmmakers create videos for big brands and social causes  competition client judgeso relevance vs. creativity relevance assured-have members of your target market in the ad Doritos “crash the super bowl” contest much more limited resources and time than people working for an agency; they don't have access to the same things predictable direction for them, creatively speaking; they have less opportunities because they don't have the same things as people working foragencies; contests steers the ads in a very predictable direction; more common ads mimesis story-cute little story about people doing this and that; really predictable single ads-they’re not trying to come up with a campaign, just one ado challenging the agency harnessing the work of fan communities-doing a lot of creative work becauseit can be really powerful demand for greater cost-effectiveness-makes it cheaper because they’re not actually doing the ads, people are enabled by public digital network-engagement of