How does a blatant lying in TV commercials like Joe Isuzu's manic claims create public trust in a product or a company? How does a company associated with a disaster, Exxon or Du Pont for example, restore its reputation? What is the real story behind the rendering of the now infamous Joe Camel? And what is the deeper meaning of living in an ad, ad, ad world?For a decade, journalist Leslie Savan has been exposing the techniques used by advertisers to push products and pump up corporate images. In the lively essays in this collection, Savan penetrates beneath the slick surfaces of specific ads and marketing campaigns to show how they reflect and shape consumer desires. Savan's interviews with ad agencies and corporate clients along with her insightful analyses of influential TV sports reveal how successful advertising works. Ads do more than command attention. They are signposts to the political, cultural, and social trends that infiltrate the individual consumer's psyche.Think of the products associated with corporate mascots the drum-beating bunny, the cereal-pushing tiger, the doughboy that have become pop culture icons. Think cool. Think of the clothing manufacturer that uses multiracial imagery. Think progressive. Buy their worldview, buy their product. When virtually every product can be associate with some positive self-image, we are subtly refashioned into the advertiser's concept of a good citizen. Like it or not, we lead "the sponsored life." Leslie Savan is the advertising columnist for "The Village Voice" and was twice a finalist for the Pulitzer Prize in criticism.
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Book Description
Editorial Reviews
From Publishers Weekly
"Virtually all of modern experience now has a sponsor," proclaims advertising critic Savan. This excellent compilation culled from eight years of work writing for the Village Voice amounts to a guided tour of the eponymous "sponsored life," during which an individual encounters an estimated 16,000 ads daily. Savan straps one ad compaign after another to her lab table and dissects each with humor, insight and a healthy dose of rage. From Joe Camel's phallic face to the weapons manufacturing behind G.E.'s "we bring good things to life" campaign, no tactic used to rope in consumers escapes Savan's eye. Fresh and often caustic, her writing is replete with antigens to Madison Avenue's seductions: "Irony is a leaky condom," she says, warning elsewhere that "the promotional is political." What makes her criticism so effective is Savan's uneasy self-awareness as she softens toward seemingly progressive pitches (such as Benetton's) or recoils from the latest catchphrases. Savan puts advertising in its cultural context, examining the links between image building and corporate operations in politics, economics and the military. Twice a finalist for a Pulitizer, Savan is an exemplary journalist and critic. This thoughtful collection will appeal to anyone concerned with how ads work, what they're hiding and why they have such a hold on us.
Copyright 1994 Reed Business Information, Inc.
Copyright 1994 Reed Business Information, Inc.
From Kirkus Reviews
Almost as funny as it is infuriating, this is an impressive collection of pieces about the impact of advertising on American society. Savan, the advertising columnist for the Village Voice (where most of these pieces originally appeared) aims to illuminate the mechanics and psychological ploys routinely used by advertisers to manipulate the public into buying anything and everything. Whether ads are hocking hair products, dog food, or luxury sedans, the goal is the same--to recreate the viewer ``in the ad's image.'' To this end, advertisers invest billions of dollars in market research designed to plumb consumers' psyches. Guilt and fear are particularly effective in targeting women, who are still the primary purchasers and users of household cleaners; kids respond well to images of anti-authoritarianism and nonconformity; and everyone falls for flattery, including the too-hip-and-wise-to-be- fooled Generation Xers (just make sure the ad is ironic and cynical enough to let them know that you know they can't be fooled). Savan illustrates how little ads have to do with reality (e.g., the link they imply between self-image and soda or cigarette brands). Not satisfied with merely getting us to purchase products, Madison Avenue strives to control the very beliefs and desires that make us human. Nothing is sacrosanct: Historical moments such as the dismantling of the Berlin Wall are incorporated into lightbulb commercials; and even the one force that traditionally has battled materialism--religion, often of the New Age variety, symbolized by images of sky and clouds--is co-opted into convincing consumers that buying certain products will exorcise their guilty consciences. As a counterbalance, Savan offers advice on how to read the true messages of ads (follow the flattery, calculate style-to-information ratio, etc.). Though inevitably such a collection is sometimes redundant, this is an indispensable guide for anyone who wants to better understand how advertising presses our buttons while convincing us that we are in control. (Photos, not seen) -- Copyright ©1994, Kirkus Associates, LP. All rights reserved.
--This text refers to the
Hardcover
edition.
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2 of 2 people found the following review helpful:
5.0 out of 5 stars
extremely helpful and informative,
This review is from: The Sponsored Life: Ads, TV, and American Culture (Culture And The Moving Image) (Paperback)
I used this book as one of the sources for my MA thesis. So it was very helpful and informative. It is a popular book for studying advertising and product placement.
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Inside This Book
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Key Phrases - Statistically Improbable Phrases (SIPs):
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smooth character, moral mission, sponsored life, new traditionalism Key Phrases - Capitalized Phrases (CAPs): (learn more)
The Sponsored Life, Rolling Stone, New York, American Express, George Bush, Diet Coke, South African, Eastern Europe, Wall Street, Miller Lite, Hal Riney, Range Rover, Bubble Tape, Pizza Hut, Red Cross, British Airways, Burger King, Bugle Boy, Berlin Wall, Ronald Reagan, Channel One, Third World, John Hancock, Oil of Olay, Rock Rolls Over Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Surprise Me!
smooth character, moral mission, sponsored life, new traditionalism Key Phrases - Capitalized Phrases (CAPs): (learn more)
The Sponsored Life, Rolling Stone, New York, American Express, George Bush, Diet Coke, South African, Eastern Europe, Wall Street, Miller Lite, Hal Riney, Range Rover, Bubble Tape, Pizza Hut, Red Cross, British Airways, Burger King, Bugle Boy, Berlin Wall, Ronald Reagan, Channel One, Third World, John Hancock, Oil of Olay, Rock Rolls Over Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Surprise Me!
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