Sunday, February 27, 2011
This clip is from Extreme Makeover: Home Edition. The crew meets the family they will be helping.
These types of shows used emotional stories to relate to the viewer. After WWII, America decided it was time to go back to family values and traditions. The family was the central part of American life. With such stories, like the ones used in Queen for a Day, the viewers could relate one way or another. Even if viewers were never in that situation, they could hear a tragic story and want to go out and buy a merchandise to prevent themselves from getting into that same predicament. In 1964, George Katona named America a “mass consumption society,” meaning the economy depended on the purchases of goods.
This clip is from the 1950s TV show Queen for a Day. The contestant is telling the audience about her difficult situation for her and her family.
The article goes on to describe how many of these shows were aired during the day, when most housewives watched TV. Women who didn’t work and stayed at home were the main target for these types of show. Many appliances and home products were used to appeal to these women.
With the introduction of social programs, such as Medicare and welfare benefits, popular shows that helped out contestants quickly diminished. Since many programs were put into place to help struggling Americans, it seemed as if these types of television shows were becoming less and less popular with viewers.
1. Why do you think shows like Supernanny and Extreme Makeover: Home Edition emerged on the television scene in the mid 2000s?
2. How do you think products and prizes displayed in these types of shows have changed? How is Extreme Makeover: Home Edition different from Queen for a Day in how they mention name brand products?
Monday, February 21, 2011
I Used this because on "Tool Time" they are always advertising the products made by the shows sponsor. Even though it isn't a true television show, it does advertise great examples of product integration and consumer education. If you have ever seen the audience of the show "Tool Time", it is typically all men, so a big sales push on the show is to appeal to the "Man-ly" side of them to buy this equipment that is made for "Real Men"
Here we see Oprah behind the scenes as she chooses her "Favorite Things" to talk about on the Oprah Winfrey show. For those unfamiliar with the ways of Queen Oprah, the Favorite Things show is awesome because the audience members get ridiculous amounts of free stuff (such as cars) and pretty much every product she features becomes insanely popular and sells out everywhere immediately. This has been christened the "Oprah effect."
Before my mom and I sold our lingerie store, we carried La Perla sweat pants. These were $100 sweats. Women would come in all the time and say "Ooh I saw this on Oprah's Favorite Things!" Thank you Oprah for compelling women to buy fantastically comfortable yet pricey sweats.
This youtube video is a clip from Extreme Makeover (home edition). Although extreme makeovers main purpose or focal points is to help the people in need, there are still quite of few products that are quietly advertised throughout the show. One key thing that sells is donations from citizens throughout the U.S. or even companies as well. One company that Ive heard this show mention alot about is CVS pharmacy and all the donations they give. Even though this show does the idea of a particular product, there product is the idea of "help us help someone in need."
The author mentioned that one of the aspects that kept the Americans stable through the Depression was the design of suburban space. The suburban homes were meant to reduce the “urban clutter” and “purify communal spaces”. This sense of organization and conformation was a strong appeal to the female audience, attracting them to this sense of brining the home together. This advertising for a television set is promoting strong family values, while travelling within the comfort of your own home.
This clip shows the physical appeal of having a television set in your living space.
What are the advertisements for television sets that you have seen recently? How do they appeal to the consumer?
What has changed? Why?
Sunday, February 20, 2011
Wednesday, February 16, 2011
Wednesday, February 16, 2011
Inger L. Stole, “Televised Consumption: Women, Advertisers, and the Early Television Daytime Industry”
Article Blog by Julianna Salman
Stole focuses on the role of advertising as a funding system for television in the early 1950s, and how women were the target audience for most advertisers and broadcasters during early daytime television and the shift from radio adverting to television. She describes this through using the example of NBC’s 1950s program Home, a daytime show broadcasted every weekday between 1954 and 1957. Home is used to explore how advertisers and broadcast networks were integrated to appeal to a new consumer. Early TV programming and scheduling hoped to appeal to housewives and influence their consumption habits through new advertising techniques such as “magazine advertising” and cross promotion.
By offering daytime programming that emphasized the lifestyle of the traditional homemaker, broadcasters hoped that women would regard daytime TV as instrumental in making housekeeping more efficient and as an aid in bringing about a higher standard of living. Advertisers found homemaking shows as a potential way to maximize commercial sales through television.
The following is a short segment from an episode of Home, with Arlene Francis
Home “offered its viewers a staple menu of cooking, beauty, gardening, homemaking, child-rearing, and shopping,” to attract an audience that was able to identify itself with the consumption of up-scale women. It was able to have this sense of exclusivity and prestige, to its target audience, that differentiated it from local daytime programming, and daytime soap operas and game shows. The show was hosted by Arlene Francis, a “self-declared anti-feminist” and “ordinary housewife”, who held traditional opinions about gender roles. These daytime programs had to emphasize women’s roles as housewives and mothers because it was in these capacities that women bought more products. However, the show wasn’t performing as well as the network had hoped. It lost viewer attention and wasn’t entertaining. It was also mostly unsuccessful because advertisers were not in tune with and did not reflect the concerns of their desired audience.
Today, advertisers still try to promote their products, primarily to women. Home was striving to promote domestic perfection through their products because they believed that was the best market to attract more consumers. Even today women are told, through programs and advertising, perfection is the only way to be successful. Networks such as Lifetime operate on behalf of women and successfully promotes itself with a mission to “serve women’s interests”.
The following clip from The Rachel Ray Show is a modern day example of a daytime show targeted for female viewership with product endorsements
What are some other programs you can think of that target a particular audience?
How has advertising in television programming changed from the mid 20th century to today?
Tuesday, February 15, 2011
Wednesday, February 9, 2011
Wednesday, February 2, 2011
Jennifer Scanlon, “Advertising Women: The J. Walter Thompson Company Women’s Editorial Department.”
Article Blog by Sterling Warren-Hepburn
Scanlon delves into the world of the women behind the advertisements in women’s magazines during the early twentieth century; specifically the women of the J. Walter Thompson agency, which was the most successful advertising agency in the United States at that time. The agency had a uniquely progressive stance on women in the workplace and provided great opportunities to the women employed there; even establishing a department run by women specifically geared to create advertising aimed toward female consumers.
Helen Lansdowne Resor (who we discussed Monday in class) was one of J. Walter Thompson’s female employees that made a name for herself during her time at the agency. She was the first person to use sex appeal in ads (very subtly) as a way to market products. This was found to be an incredibly successful marketing tool.
Two examples of Helen's ads:
A recent ad (also for soap) that shows that we still use sex appeal to sell things (sorry this is huge!):
Scanlon states that the women who worked in the department were “independent, resourceful, confident, and often feminist.” Most of them were middle to upper-middle class, and well educated. The women viewed their audience as complex and not easy to categorize. They did not think there was one "composite female" for them to sell things to. However, Scanlon describes a disconnect between these working women and their audience. Advertising was aimed toward the typical “housewife,” whose daily lives were very different from the lives of the women working in advertising at the agency. Scanlon also makes the point that the women found in the ads were more glamorous and idealized depictions of housewives, rather than being representative of what the audience of housewives was actually like.
Helen Resor developed the concept of using sex appeal in advertising. Why do you think this is an effective strategy?
Do you believe women are still emphasized as being the main consumers in our society (as opposed to men?) Why or why not?
Medicine and Madison Avenue
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