Jenkins writes that "Coca-Cola sees itself less as a soft drink bottler and more as an entertainment company that actively shapes as well as sponsors sporting events, concerts, movies, and television series" (69). Coca-Cola sells us not only their products, but also plays a part in shaping the way we think. They are essentially creating a mother culture induced by the trend of media convergence.
I read a BBC News article recently, titled "Six Ads That Changed the Way You Think". The article mentions how Coca-Cola was a key player in creating the fat, jolly, red-suited, and white-bearded Santa we know today. Even Coca-Cola boasts their culture-shaping power on their website with the history of Santa Claus. Many individuals even think that the inspiration for Santa's red suit came from Coca-Cola's reddish drink color. Nonetheless, this image of Santa Claus has become the status quo representation not only in the United States but also in the rest of the world. Media convergence, access to information and entertainment, and market forces permeates our lives today, affecting both, and being affected by culture.
I read a BBC News article recently, titled "Six Ads That Changed the Way You Think". The article mentions how Coca-Cola was a key player in creating the fat, jolly, red-suited, and white-bearded Santa we know today. Even Coca-Cola boasts their culture-shaping power on their website with the history of Santa Claus. Many individuals even think that the inspiration for Santa's red suit came from Coca-Cola's reddish drink color. Nonetheless, this image of Santa Claus has become the status quo representation not only in the United States but also in the rest of the world. Media convergence, access to information and entertainment, and market forces permeates our lives today, affecting both, and being affected by culture.
Another interesting notion of how media affects advertising is the idea of product placements. In the world of TiVo, DVR, and home recorders, viewers are now fast forwarding through the commercials of their taped television programs. However, this new strategy does not come without its criticisms. Jenkins mentions that "viewers are mor accepting of product placement in reality programming than in any other genre (they are least comfortable with product placements in drama, news, and children's programming" (88). The writers of the NBC television series 30 Rock, takes this sentiment and places a humorous spin to it. Tina Fey's character, Liz Lemon, who plays a head writer on the show, often pokes fun at product placement. The show may even be the ultimate product placement ad in itself, as it fictionalizes and often satires the it's own network and parent company, General Electric.
30 Rock in a way is a comedic synecdoche, in which the show represents a small humorous part of television network life of the real world. Characters on the show often break the fourth wall and wink at the camera (audience) or even takes not of their own shameless plug of their parent company or products placed on the show. I find it fascinating the writer's creative spin on product placement sentiment, turning it into comedy rather than the generally negative views on such an advertising strategy. It seems to be working for 30 Rock, winning Emmys and Golden Globes year after year, with millions of viewers and product impressions with each airing of an episode.
30 Rock in a way is a comedic synecdoche, in which the show represents a small humorous part of television network life of the real world. Characters on the show often break the fourth wall and wink at the camera (audience) or even takes not of their own shameless plug of their parent company or products placed on the show. I find it fascinating the writer's creative spin on product placement sentiment, turning it into comedy rather than the generally negative views on such an advertising strategy. It seems to be working for 30 Rock, winning Emmys and Golden Globes year after year, with millions of viewers and product impressions with each airing of an episode.
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ReplyDeleteI think your point about the influence of Coca-Cola is a valid and particularly relevant one. I doubt anyone expected to hear "Coca-Cola" and "television series" in the same sentence when the company was established in 1886. Big corporations had massive clout before convergence culture came about, and media convergence has helped strengthen their grasp on consumers even more. Even if media convergence has allowed consumers to interact and influence companies to some extent, it's like fighting fire with a Super Soaker: even if you can salvage anything, the flames are already fully-fledged and have infiltrated every space your house. For all practical purposes, it feels impossible to avoid the impact and sway of market forces.
However, I totally agree with your comments about 30 Rock in that it represents a miniature of the real world. I think their product placement strategy finds a natural fit in their goofy, satirical show. Not only does it make advertising bearable, but even funny at times.
I personally think that product placement as a way to shape media/advertising is still in it's infancy, and will continue to evolve as entertainment continues to evolve as well. It seems like most advertisers are just using potential product placement in the same way they used old ad spots, never really stopping to think "is this an appropriate use for my product?"
ReplyDeleteFor instance, look at video game product placement. In some games, product placement is horribly out of place (ex.: items being anachronistic to the setting), but the fact that they're still there shows a disconnect between the advertiser and the media it's represented in; they simply don't understand that it doesn't -belong- there.
One example I can think of is the game "Alan Wake", where the main character uses flashlights to weaken enemies before killing them. Energizer paid to have Alan's batteries all be their brand, but this somewhat backfired, with many gamers saying that if their batteries were as bad as "Alan Wake" made them seem, they'd be well served to avoid them. If nothing else, this gaffe shows that despite ads influencing popular culture in the past, the unpredictability of interactive media may soon turn the tables.
It truly is amazing the way 30 rock is able to ride every line of what is and is not acceptable to produce. Just how much can Tina Fey push the limit of being the television production company's mirror? This show seems to embody a transgressive space, a fissure within the fabric of television production.
ReplyDeleteIts amazing the way a television show is able to continue to get itself reproduced that mocks its own production company. But then again who knows what the production of the show itself is actually really like?