27 February, 2010
Private News as Public Propoganda
Over past months, a drama has unfolded in the international scene. China historically has been fiercly opposed to a Taiwanese declaration of indepdence from China. When the U.S. sold military technology to Taiwan for Taiwanese national defence, mainly to defend itself from Chinese attack, China lashed out with threats and demands - not only its government, but its media.
An article displayed on Sina News yesterday was titled “New York Times: America sells new F-16s to Taiwan, Sino-American relations trapped in new difficult period”.
Firstly, the new article was released by Chinese propaganda website Taiwan Net, which creates the illusion of being from Taiwan. Secondly, the Chinese government heavily monitors Sina News to enforce traditional “self-censoring”, as Sina.com is the most widely viewed online and influential infotainment portal in China. Thirdly, the actual New York Times headline reads “U.S. Approval of Taiwan Arms Sales Angers China”, not mentioning anything about a “trap” or proactive U.S. state involvement.
Former Taiwanese President Chen Shui-bian inspects a Bush F-16 sale to Taiwan.
The content of the article, presented as a hard news story, is more shocking, revealing the extent to which the government’s words are fed into the media.
The subhead, reads: America will soon pay the price for selling fighters to Taiwan. I would consider this quite to be a substantial warning, and not one from a Taiwan Net staff writer.
The lede uses the narrative, “In the face of abnormally extreme condemnation of China”, followed by the news agency’s paraphrase of a Chinese military spokesperson’s press release “requesting America to speak solemnly and proceed cautiously… to avoid damaging the development of peace”.
Now that the tone has been set, the next sentence unleashes the Chinese government’s official press release in the guise of an article’s narrative: “China has long made it clear that it/we will halt Sino-American military exchanges and embargo US enterprises selling to Taiwan”.
The next line says that “Chinese officials and the media offered intense resistance…with the threat of selling US bonds as revenge being proposed”. The media, a collection of TV, radio, and internet content providers, should not be a body that itself resists foreign policy actions, let alone be proudly acknowledging its own resistance, if the media was not merely an arm of government public relations and press-release offices. The next line declares that, citing a Carter-era Act, “China has sovereignty over Taiwan” and that “China can use military force to prevent official separation”. The next line justifies the Chinese government’s opposition to arms sales, followed by a proverb describing the American role in the situation: “the maker of the problem must be involved in the solution”, implying that the US must stop the arms sale.
The following paragraphs ramble on about an opinion discussing how the sale is a “tempest” in bilateral relations, and how a professor at an obscure Hong Kong University said that American leaders need to heed rising nationalistic confidence of the Chinese people – a clear subtle propagandistic attempt at motivating Chinese readers to align this issue with national pride and strengthen the support of the government’s resistance against America.
This article does not follow the upside-down pyramid format of information presentation, like that of the New York Times article. It merely builds a case justifying Chinese opposition to the US sale, spending only the lede discussing the actual sale. The news article spends most paragraphs broadcasting Chinese government threats and responses to U.S. action, as if the piece was an argumentative essay written by the Premier himself - clearly, the propoganda model at work in a private media outlet.
Sina Article
Backstory
We often take for granted the great coverage of the extreme winter weather that has flooded our TV and computer screens in past months; behind the coverage is a team of reporters, placing themselves in the chaos of a storm so they can both show and tell the story. Here is CNN's Reynolds Wolf showing you the workings of a weatherman and his crew beyond the lens.
So often the drama of the story is lost in the reporting, but here Mary Rogers drops you on the front lines where no telecaster's voice interrupts the reality of the situation, taking you where real photographers venture to capture the footage that normally blinks for mere seconds behind an anchor's report. These reporters live in these battles with the soldiers, and endure the soldier's life between conflict.
2:35 into the video, CNN reporter Atia Abawi and camerawoman Mary Rogers give a glimpse into life as an embedded correspondent in Afghanistan, presented by Michael Holmes on CNN's backstory.
This is not so much a blog post as a minor ephiphany about where all the media that I view so often actually comes from: that outside of newsroom discussions or film sets, this is the only 'where and how' the media content of the real world reaches audiences; that on-set journalism where 'you see for yourself' is all that tethers all of us to the reality of any situation in a media landscape saturated with artificial and abstracted reality.
21 February, 2010
VW does it again.
"When you get into a Volkswagen, it gets into you" - classic
16 February, 2010
(+) and (-) Branding
Politicians, like products, are being sold to a voting political consumers; the advertisements try to promote a party's or candidate's own political product, or destroy the others'. Advertising has become increasingly focused on promoting a brand image or brand idea, rather than a product's specific quality. Like commercial brand-marketing, political brand-imaging such as Obama's "change" brand, is an extremely influencial weapon to influence public opinion; even to this day in the minds of most Americans, the word "change" still forms an immediate mental connection with the Obama brand.
Since 2008, anti-Barack Obama and Sarah Palin marketing schemes have become prime examples of negative branding in the political sphere, launched by those intending to emerge stronger or aligned with the political battle of the presidential campaigns.
Barack Obama
John McCain's television commericial advertising against opponent Barack Obama focused primarily on a single theme: bad policy judgement and inexperience means that he is not ready to lead, that the Obama-brand is a risky one.
This John McCain campaign advertisement questions Obama's judgement about the Iranian nuclear and military threat, which the video claims Obama to be underestimating. The example of his percieved judgement about Iran comes to the conlcusion that Obama is "dangerously unprepared to be president".
The following three advertisements continue to market the Obama as "risk". These videos reinforce the Obama "risk" brand image by reinforcing the idea that he is 'not ready to lead'.
The McCain TV ad 'Mum' discusses Obama's lack of leadership in the Senate, and portraying an Obama presidency as "a risk your family can't afford".
'Painful' disparages Obama's economic policy record and "promises", ending with the line "not ready to lead" that McCain hopes will reinforce the "risky" image of the Obama-brand.
The following video questions Obama's judgment concerning the use of our military, claiming that his policy decisions are "risking lives", reinforcing the idea that Obama is "not ready to lead".
John McCain
A brand-image that Obama, through similar TV-advertising, pushed upon McCain is that of "the same" - the idea that McCain continues the politics of the last eight years: that the McCain brand = Bush.
Obama's TV ad 'Original' questions the validity of the a McCain brand-image “Maverick” by tying McCain’s policies with that of Bush, beginning with his voting record, perceived corporatism, and ending with a picture of McCain alongside Bush. The ad is effective at introducing a sub-idea about corporate-favoritism, while reinforcing the brand image “More of the Same”.
Obama's television advertisement 'Don't Know Much' features quotes of McCain and a song about his percieved lack of knowledge about certain issues. The advertisement subtly links McCain and Bush through their supposed economic incomprehension and ideological similarities, the latter shown through voting record similarities: undermining both Obama's despised predecessor Bush and opponent McCain.
This Obama TV advertisement exposes McCain's actions to oppose federal intervention in the education system, which is portrayed to see contradictory to Obama's philosophy that education is important. More importantly, this Obama marketing campaign says McCain will give money to special interests, tying McCain to Bush, ending with the iconic McCain-Bush photo and the line "we can't afford more of the same".
The Obama marketing campaign effectively promotes both the McCain brand image "Bush" and a Bush image of corruption, thus tying McCain's "Bush" brand to corruption.
Sarah Palin
During the campaign, the media marketed an image about Govenor Sarah Palin, McCain's running mate in 2008, establishing her as "stupid". Comedies by Saturday Night Live, the leftist New York comedy show, played a major role in promoting this brand image.
The skit features Sarah Palin at the first vice-presidential debates evading questions, making awkward comments, and using unsophisticated language. The character of Palin is portrayed as being completely oblivious and primitive.
The next skit presents Sarah Palin in her interview with CBS's Katie Couric, mocking Palin's performance by highlighting and dramatizing instances demonstrating a lack of coherency, evasion of questions, and poor understanding. The effect of this skit in shaping the brand image was so powerful that many Americans today still believe that the real Palin said the quote from this skit: "I can see Russia from my house".
The Weekend Update comedy part of SNL enforces the Palin image of stupidity by claiming that she is unable to use punctuation.
Obama's TV ad against McCain and Palin, titled 'His Choice', is built entirely on the left marketed Palin image of stupidity. Asserting that John McCain will substitute his supposed lack of understanding about economics with Palin, the advertisement makes an effective sarcastic satire of the weakness of the McCain-Palin ticket that only makes sense if the audience was affected by the "stupid"-branded marketing campaign against Palin; clearly, by the fact that this advertisement was aired nationally, Obama's campaign believed so. In some ways, this advertisement further promotes the image that Palin has a poor understanding of economics (which may be true), and ensures that the whole Republican ticket, especially Palin, is marketed as unsophisticated/stupid.
14 February, 2010
Das Auto
The car. The people's car.
Volkswagen started an American love affair with its bigger-than-life vehicle icons, arguably placing itself deeper into the hearts of Americans than any other automobile brand in the past half century. Ontop of the Volkswagen name, VW's German tagline sums up the brand's essence:
Aus Liebe zum Automobil: For love of the automobile.
VW, with its advertisement agency Doyle Dane Bernbach, set out to market the Volkswagen as the producer of the family car.
Volkswagen was founded during Germany's Nationalist-Socialist revival as the brain child of Adolf Hitler, with the intention of creating a 'People's Car' of Europe. Hitler sought out Ferdinand Porsche, designer of the 'Car for Everybody' projects for two motorcyle manufacturers, agreed to create the "people's car" in 1934. Hitler demanded that the car be able to carry two adults and three children (the ideal German family) at 100 km/h through a savings scheme at 990 Reichsmark, about the price of a small motorcycle. The state sponsored car was promoted with the marketing tagline:
Fünf Mark die Woche musst Du sparen, willst Du im eigenen Wagen fahren — "Save five Marks a week, if you want to drive your own car"
The central volkswagen value of affordability for the average German or European created the image of Volkswagen as a brandname for the common man.
The VW after the war focused on fuel efficiency, reliability, ease of use, cheap repairs and parts. The focus on the Volkwagen's economic efficiency became their general branding image applied on many different models of cars.
This ad from the early 1960s emphasizes the economic efficiency of repairs, while trying to encourage female/family use of the car. Volkswagen tried to reframe its brand in the 1950s as a brand for all people, reaching out to couples and families. While trying to make the high seats of the VW Bus more short-person and skirt friendly, VW marketing pushed the idea that "a VW can and should be loved by women" - specifically in this ad, mothers.
This brand shaping did not stop in the United States; VWs across the world were marketed as the car for for anyone, for everyone. The very first point introduced in this Brazilian Portugese ad essentially says that 'the six doors of the VW bus are used by people of all walks of life in Brasil'; promoting the idea that the VW is a car of all people - the cornerstone of a very succesful pre-1995 brand-marketing direction.
Drivers Wanted
After brand marketing slowdown in the 1980s, Volkswagen began its driver-oriented brand marketing campaign in the 1995, defined by the slogan: Drivers Wanted. Commercial favorites such as Sunday Afternoon and Milky Way pushed this branding image into widespread public view.
An advertising firm executive director, at the Terry O'Malley 2004 lecture series in marketing and advertising, said that the Volkswagen brand is positioned to be thought of as one-of-a-kind, likable, fun to drive, and affordable in this campaign, appealing to qualities driver's seek in a car, embodied completely in this campaign. It is colloquial enough to be include everyone while still edgy enough to imply a VW driver's simple love of driving.
In this 90s ad, without even showing a car, VW portays its brand as being about the individal behind the wheel. The advertisement 'Sunday Afternoon', or 'Da Da Da' tried to elaborate on a Volkswagen's ability to cater to its driver's needs, while building a personal connection between the fun-loving drivers of the VW and potential VW drivers/consumers.
Many of Volkswagen's most loyal followers cite the popular 1999 'Milky Way' or 'Pink Moon' ad as the hook which captured their heart. The commercial's romantic focus on the people of the Volkswagen, being taken by their car on a dream-like journey through the night, reinforced their appeal as a driver oriented brand.
As a testament to the popularity of the advertisement, Volkswagen experienced record sales in 2000. The ad's featured song 'Pink Moon' (1972) by Nick Drake lept to 5th place on Amazon.com's music sales chart; Nick Drake record sales surpassed his 30 year sales total in the one month following the ad's release.
“German Engineered Car” is an age old brand tag used heavily by Mercedes, BMW, and even Audi in their brand image promotion. Neeraj Garg, director of Volkswagen Passenger Cars, said in an interview:
A German engineered car stands for things like innovative technology, safety, stability and sturdiness. Our biggest differentiation is that we make this technology accessible across all our products thereby ensuring it touches our customers in every segment...The Volkswagen brand is an icon and all our products speak for themselves.
Das Auto
An official VW marketing release said:
Volkswagen makes their innovations available to everyone...
Both the [VW] Beetle and Golf brought mobility to millions of people and thereby defined their respective eras...
VW announced their new Das Auto ("the car") marketing campaign in 2008, reiterating Volkswagen's past, present, and future role of being the car of the American people. Part of this campaign involves building upon Volkswagen's marketing of nostalgia.
Volkswagen today attempts to appeal to the baby-boom generation, ageing consumers who grew up in an era defined by the classic Volkswagen Beetle and Bus.
This volkswagen ad not only features the VW Bus from the 1960s, but the same advertising format and style as the old VW advertisements. More importantly, the advertisement seeks to form an emotional connection between the older adult population and the VW brand today.
Marketing the new Beetle as a car with "less flower, more power", Volkswagen says nothing about the product relative to products in today's car market. However, volkswagen does present the new beetle as a continuation of the classic and beloved 1950s beetle, in the same pictoral style as an old Volkswagen ad - branding itself as the producer who continues the legacy of the consumer's past.
The 1952 Gene Kelly Singing in the Rain, complete with the old city backdrop and 50s fasion, modernized with robot dance moves and a new, sleek VW Golf, supports VW's brand image of the "improved original" that baby-boomers once loved.
The face of the whole Das Auto campaign is the 1962 iconic, talking black beetle called Max. Tim Ellis, director of marketing for VW of America, says that "through him, we will reconnect with American consumers and let them know how Volkswagen understands and responds to what the people want.” The idea, reflected in the below online ad, reaffirmed the old VW brand essence of "of the people"; a long-time brand close to the hearts of Americans.
"Find out what else the people want..." says it all: The Das Auto campaign reinforces VW's time old image as the brand of the driver, of the people.
One Volkswagen owner said "people love VW because they can look down their noses at Toyota and Chevrolet owners, knowing they paid about the same and got a real driver’s car."
From pop. culture icons such as Herbie the Love Bug, to the memories of love and rebellion in the "Hippie Van", Volkswagen's brand has been built decade upon decade. VW to all Americans, is of the people, for the driver, by those who fell in love.
http://en.wikipedia.org/wiki/Nick_Drake
http://economictimes.indiatimes.com/features/brand-equity/The-Volkswagen-brand-is-an-icon/articleshow/4961910.cms
http://www.metamagazin.com/mm06/mm06_volkswagen_en.html
http://www.brandchannel.com/view_comments.asp?dc_id=44
http://www.inquisitr.com/27290/wives-and-beatles-never-a-good-combination/
http://www.topspeed.com/cars/car-news/volkswagen-launched-das-auto-campaign-ar55062.html
http://crudefutures.typepad.com/crude_futures/2009/05/index.html
http://www.ehow.com/facts_4966661_history-volkswagen-brand.html
http://media.www.brockpress.com/media/storage/paper384/news/2004/03/23/Features/Volkswagen.And.Pop.Culture.Branding-639165.shtml
http://www.aircooledads.com/web%20page/spanish/sw62.6.htm>
12 February, 2010
Toyota and Bribes?
http://www.cnn.com/video/#/video/us/2010/02/11/am.feyerick.toyota.feds.cnn?hpt=C2
09 February, 2010
Suicide
Shout fests like this on CNN Headline News after a discussion of Sarah Palin's hand scribbles may be one reason why. Somehow, the need to spend airtime discussing celebrity slips and arguing about 'whether you met Reagan or not' is more newsworthy, more important, more relevant to our lives than war, government, and the state of the market.
Journalists covering more important issues have every right to be frustrated with cable networks that feature these news stories or opinion on the air before theirs'.
06 February, 2010
Andover Advertising
Walls, windows, magazine stands, everything imaginable, become a giant billboard for dozens of loose colorful paper poster ads lumped around and on top of each other, fluttering with every person's passing and door opening, sporting the smiling faces of candidates and their compadres as you walk by.
They are a spectacular display of creativity, wit, and spectacle. Funny, original, and colorful, these advertising clumps make people stop in groups at their feet to read, or even more so, respond to their bright pictures and bold text.
Advertising in American history evolved from an industry strategizing the promotion of a product, to the promotion a brand, to the promotion of an abstract idea associated with a brand. The American advertising landscape is shaped by combinations of all three: there are the ads which highlight product qualities (cost being one of them), and those that do not even feature the product.
What is the Andover market like?
Essentially, candidates are products being ruthlessly marketed to the hearts and minds of a vote-flaunting consumer. In the first round, 18 potential candidate products compete in the Andover market and the 12 most popular products qualify for the next round of market exposure. All candidates are 11th graders appealing to consumers from all four grades.
The ad campaign trying to sell these candidate products must appeal to the most, the best. What is the Andover's presidential advertising landscape?
All ads are presented on Letter or Tabloid size paper. Some use only text, but most use both text and pictures to varying degrees.
Carl Hardin's white posters blast "Vote for Hardin" in bold black text. This is equivalent to advertisements that say "Buy X", merely revealing the existence of a product.
Some posters advertise product qualities and characteristics. Dan Aronov highlighted a specific campaign platform issue of his in each poster, beside a picture of him doing something about the problem.
Mackay and Jackie Lender advertise themselves as being tied into a bigger idea of popularity, but nonetheless, the product itself is still being marketed, not the idea of a Mackay Presidency.
Other posters market the candidate or their platform as a brand image, tied to a greater idea. Cleveland's poster uses a play-on-words and fantastical picture to brand her campaign as a source of hope and possibility.
Jeremy Hutton aligns defines himself as an on-the-move, pro-active, problem-solving, adventurous candidate in his posters, emphasized by the cheesy idioms/catchphrases and outdoor sports pictures. Everything about Jeremy is branded as active.
The advertising landscape at Andover combine the many strategies of media advertising: spreading awareness about a product, highlighting positive characteristics about a product, tying a product to an idea, and promoting an entire, specific brand image surrounding the candidate and potential presidency. Whether conciously aware or not, Andover students think like marketeers: they understand the different methods of influencing/appealing to consumers and can remarket something normal as extraordinary using those methods.
02 February, 2010
What could be more important than war?
The article claims that "coverage of the war in Iraq has been massively scaled back this year...CBS News no longer stations a single full-time correspondent in Iraq, where some 150,000 United States troops are deployed."
Another article said: In January of 2009, Iraq accounted for only 1.25% of news stories in the US. Partly, news organisations are turning their focus from Iraq to Afghanistan. But even so, Afghanistan currently accounts for just 2% of news coverage. The economic crisis, by contrast, accounted for 47% of coverage two weeks ago, according to the most recent Pew report.
Chief foreign correspondent for CBS discusses American reluctance to hear about our troops and mission overseas.
Several months went by in 2008 without the sound of a bombing echoing through Baghdad. Somehow sadly, this trend, reflective of the decreased violent activity in Iraq, is reducing coverage.
A Pew Center Study showed that "the reduction in violence on the ground that began late last year has coincided with a significant decrease in coverage from the war zone as well." Anita McNaught, a correspondent for the Fox News Channel said “The violence itself is not the story anymore." John Hindertaker, writer of the Power Line blog, winner Time Magazine's Blog of the Year, says:
"One wonders, though, whether the change may be due in part to the fact that network executives are more excited about publicizing apparent failure in Iraq than success there."
The only reporting from Iraq in recent months has been about Iraqi elections and American troop redeployment or restructuring. Breaking news headlines of carbombings and suicide attacks have become a thing of the past.
After a peak of news coverage about the surge, with violence fading and Bush leaving, the interventions have become less important to American politics. New events, such as the fiancial meltdown, reccession, and 2008 presidential campaigns, have become more newsworthy for Americans and have displaced war coverage. In the first three months of 2008, coverage of the presidential campaigns was covered 11 times more on national television than the situations in both Iraq and Afghanistan. Americans now have more "important" things to fill their airtime with.
The blogosphere's response to the New York Times article and phenomenon either laments the tragedy or conspiracy of American media corporations. The tragedy or conspiracy is not that they have failed us, intentionally or not. The tragedy is that they conspire to capture as many restless eyeballs for as long as they can. Issue awareness A.D.D. of the American public means that our mission overseas, if not politically important (like during presidential election years), is boring to us.
Media companies do cater to us viewers, but they do have the power to shape what we become excited about.
http://www.journalism.org/node/10365