We've officially been university graduates for three weeks now.
We ended with a 4.0 GPA for the semester, and graduated Magna Cum Laude. It was a pretty cool feeling walking across that stage wearing an honors medal. It felt like we finally got something we deserved.
The last half of the final semester we churned out about nine papers of varying lengths. It's unlikely the bulk of them will end up here for you to read like in previous semesters because they weren't all gems. It being the final semester, and due to the reading and writing load being so heavy (it was another heavy credit load semester at 17 credits counting the internship - full-time is 12 credits - plus an additional part time job), and a smashed laptop closing in on "zero hour", a few of the papers didn't receive the best effort possible.
The following is a paper for an independent readings and study course. As a reflection paper, it is much more informal than most of the papers written over the last couple of years. It is meant to demonstrate that the text was not only read but understood and reflects thoughts, ideas, and viewpoints inspired by the reading.The book was merely an okay read and very broad, but it did provide some base material for what could be further papers should grad school be a thing in the future. Jury is still out on that decision.
For the summer it's back to painting and a third year of gardening, and next week is a much anticipated two week vacation in Toronto Canada to really kick off the summer.
Enjoy the Reflection, should you choose to read it. As always comments and debate are welcome. Feel free to leave a message and/or read some of the other stuff around here. :-)
Marketing Is Culture
Reflections on ‘Age of Persuasion: How Marketing Ate Our Culture’ by Terry O’Reilly and Mike Tennant
Reflections on ‘Age of Persuasion: How Marketing Ate Our Culture’ by Terry O’Reilly and Mike Tennant
O’Reilly and Tennant determine immediately that “we live in an age of persuasion, where
people’s wants, wishes, whims, pleas, brands, offers, enticements, truths, petitions, and
propaganda swirl in a ceaseless, growing multimedia firestorm of sales messages.”(1) These sales
messages add to the overall mass of information that one is subjected to each day, but these
messages also add to the culture, if not create culture. This is a contrary view to that of O’Reilly
and Tennant who seem to be hold a stance that it is in fact not adding to culture, but consuming
our culture.
First, trying to separate marketing from culture in a way that can explain how it is
consuming our culture is futile. Marketing has existed for easily 3000 years, from the time
someone could articulate the benefits of one product over another using “public criers”. There is
even indication that print advertisements existed during those times. (2) Marketing has persisted
alongside culture for ages.
Advertising and marketing are part of culture. They are influential forces which not only
are inspired by changes in society, but also reinforce and reflects those changes “Advertising is
the great mirror of society”. (3) While unsavory for many to accept, marketing is information which
imbues “cultural materials” into society (4) thereby becoming culture. As O’Reilly and Tennant
state, when “marketing seeps into feature films, arts, popular music, and even literature, it
changes the relationship between the arts and audiences.”(5)
Cultural Mediums and Advertising
However, this intermix of art and cultural information, and marketing, is nothing new for
a 21st Century heavily influenced by the growth of branded and marketed entertainment via the
internet. Cultural mediums have always been influenced by advertising and marketing, and in
some cases owe their existence to them. Going back to the time of the first newspapers and
magazines, marketing was often the saving grace of publications, providing the funding required
to keep them in business.
Looking to the 20th Century we can see Warhol with Campbell Soup and Coke from the
60s and the influence marketing had on the development of pop art. The pop art movement
added to the art world, it did not consume it, or eliminate new movements. Art, like marketing, is
always evolving with changes in society. Even in the 80s Lucky Strikes became a constant for all
of Stephen King’s characters that smoked. Theses examples may not have been marketing
directly, or even on purpose, but they were no doubt influential in the relationship between the
medium and the audience, creating associations that have become part of culture.
Radio, film and television entertainment, on the other hand, owe much of their existence
to marketing ventures. Sponsored content was a staple of radio and television, and companies
would solely sponsor entire shows, such as Ovaltine’s Little Orphan Annie (radio), and The
Colgate Comedy Hour and Kraft Television Theatre (television). Even lesser known is the first
product placement in films, dating back to the 1920s a mere thirty years into the life of the art 6
medium. In fact, without advertising and marketing there would have been very little newspaper,
magazine, radio, and television entertainment. Even today advertising and marketing are
essential to the culture of entertainment; social media and the internet depend heavily on the
industry for the ability to provide services and entertainment for free or at low cost. These
mediums, like their predecessors, are integral to the evolution and development of culture.
Further, marketing is essential to their livelihood, thereby helping maintain and influence culture.
Not only does advertising and marketing influence culture, but in some ways it
theoretically inspires democracy, particularly via the internet. As O’Reilly and Tennant confirm,
“[...] a great characteristic of the Internet [is] the fact that it levels the playing field. Everyone has
access, [...] everyone can be heard.”(7) They cite YouTube as a prime example, a “great enabler [it
is] the first hugely democratic mass medium, where any one person could speak to millions if
[IF] her idea was big enough to resonate with the masses in cyberspace.”(8) Without marketing and
advertising there is no way to maintain the platform without heavy usage fees paid for by the
consumer, which would limit access severely, and therefore not be a catalyst to democracy.
Additionally, the internet has reanimated branded advertising, imbuing society with
opportunities to become part of marketing culture.
Branded Marketing and Culture
Perhaps the second most interesting concept of The Age of Persuasion is branded
marketing, which has become a huge complex strategy. As earlier stated, the marriage of
marketing and art is changing relationships between art and audience. What marketing is also
doing is change relationships between brands and consumer, attempting to forge “genuine,
longterm relationships” by seeking to “invest genuine personality in their brand [...] invest[ing]
time, [and] finding meaningful ways to engage customers”.(9) They breathe life into a brand,
becoming what a consumer feels, forging emotional attachments. (10)
One way in which they breathe life into a brand is through stars or personalities who
sometimes themselves are the brand (11) (Think Kim Kardashian) or become an icon. By using
films and their stars, musicians and their music to “influence fashions [and] drive sales” they
create demand and “persuade their audiences to accept their personal messages and viewpoints.”(12)
This branded and marketed entertainment personifies lifestyles, it is about creating a bonds
with consumers (13) while “being what people enjoy and still delivering branding”. Therefore
branded entertainment is about informing and influencing culture through embedded messages
delivered by “trusted” messengers it is about being the culture through icons and “allow[ing]
customers to makes a statement about who they are”. (14)
Out of Touch?
O’Reilly and Tennant say that in “[...] the living, growing, allencompassing and
relatively modern culture of persuasion” marketers are vying to “take up lodging in some corner
of your mind”.(15) They seem oddly out of touch with the long cultural history of marketing, as
well as the evolution of the acceptance of marketing in today's modern networked society,
particularly among youth.
They claim that youth are “becoming increasingly immune to the conventional marketing
messages” and that “they hunker down in front of their computers, putting up fences that most
marketers haven’t yet learned to scale”.(16) However, there is indication that youth is accepting of
target marketing methods because it leads to advertisements that are more tailored to them, and
therefore more relevant and interesting. Some research indicates that trust and value based
approaches work in marketing to youth.(17) Returning to the concepts of branded entertainment,
we can understand one way in which marketers create trust among youth audiences.
According to O’Reilly and Tennant, “the larger the audience an advertiser strives to
reach, the harder it becomes to forge meaningful relationships with each individual customer”(18)
however, they seem to discount that through niche marketing and target marketing these
relationships can be created, which implies an analogous relationship which would in turn create
a more significant impact for the message at hand.
Due largely in part to the development of mobile technology the relationship between
brand and consumers are evolving.(19) Another way marketers create trusting relationships with
youth audience is through the creation of social media stars who have established relationships
with their followers.(20) As O’Reilly and Tennant state, “the blunt realities of marketing to young
people are causing vast changes in language and tone of advertising. As their attention shifts
from mass media to smaller, online social networks, they’re sharing information and opinions
about products, brands and fashions”.(21)
state, when “marketing seeps into feature films, arts, popular music, and even literature, it
changes the relationship between the arts and audiences.”(5)
Cultural Mediums and Advertising
However, this intermix of art and cultural information, and marketing, is nothing new for
a 21st Century heavily influenced by the growth of branded and marketed entertainment via the
internet. Cultural mediums have always been influenced by advertising and marketing, and in
some cases owe their existence to them. Going back to the time of the first newspapers and
magazines, marketing was often the saving grace of publications, providing the funding required
to keep them in business.
Looking to the 20th Century we can see Warhol with Campbell Soup and Coke from the
60s and the influence marketing had on the development of pop art. The pop art movement
added to the art world, it did not consume it, or eliminate new movements. Art, like marketing, is
always evolving with changes in society. Even in the 80s Lucky Strikes became a constant for all
of Stephen King’s characters that smoked. Theses examples may not have been marketing
directly, or even on purpose, but they were no doubt influential in the relationship between the
medium and the audience, creating associations that have become part of culture.
Radio, film and television entertainment, on the other hand, owe much of their existence
to marketing ventures. Sponsored content was a staple of radio and television, and companies
would solely sponsor entire shows, such as Ovaltine’s Little Orphan Annie (radio), and The
Colgate Comedy Hour and Kraft Television Theatre (television). Even lesser known is the first
product placement in films, dating back to the 1920s a mere thirty years into the life of the art 6
medium. In fact, without advertising and marketing there would have been very little newspaper,
magazine, radio, and television entertainment. Even today advertising and marketing are
essential to the culture of entertainment; social media and the internet depend heavily on the
industry for the ability to provide services and entertainment for free or at low cost. These
mediums, like their predecessors, are integral to the evolution and development of culture.
Further, marketing is essential to their livelihood, thereby helping maintain and influence culture.
Not only does advertising and marketing influence culture, but in some ways it
theoretically inspires democracy, particularly via the internet. As O’Reilly and Tennant confirm,
“[...] a great characteristic of the Internet [is] the fact that it levels the playing field. Everyone has
access, [...] everyone can be heard.”(7) They cite YouTube as a prime example, a “great enabler [it
is] the first hugely democratic mass medium, where any one person could speak to millions if
[IF] her idea was big enough to resonate with the masses in cyberspace.”(8) Without marketing and
advertising there is no way to maintain the platform without heavy usage fees paid for by the
consumer, which would limit access severely, and therefore not be a catalyst to democracy.
Additionally, the internet has reanimated branded advertising, imbuing society with
opportunities to become part of marketing culture.
Branded Marketing and Culture
Perhaps the second most interesting concept of The Age of Persuasion is branded
marketing, which has become a huge complex strategy. As earlier stated, the marriage of
marketing and art is changing relationships between art and audience. What marketing is also
doing is change relationships between brands and consumer, attempting to forge “genuine,
longterm relationships” by seeking to “invest genuine personality in their brand [...] invest[ing]
time, [and] finding meaningful ways to engage customers”.(9) They breathe life into a brand,
becoming what a consumer feels, forging emotional attachments. (10)
One way in which they breathe life into a brand is through stars or personalities who
sometimes themselves are the brand (11) (Think Kim Kardashian) or become an icon. By using
films and their stars, musicians and their music to “influence fashions [and] drive sales” they
create demand and “persuade their audiences to accept their personal messages and viewpoints.”(12)
This branded and marketed entertainment personifies lifestyles, it is about creating a bonds
with consumers (13) while “being what people enjoy and still delivering branding”. Therefore
branded entertainment is about informing and influencing culture through embedded messages
delivered by “trusted” messengers it is about being the culture through icons and “allow[ing]
customers to makes a statement about who they are”. (14)
Out of Touch?
O’Reilly and Tennant say that in “[...] the living, growing, allencompassing and
relatively modern culture of persuasion” marketers are vying to “take up lodging in some corner
of your mind”.(15) They seem oddly out of touch with the long cultural history of marketing, as
well as the evolution of the acceptance of marketing in today's modern networked society,
particularly among youth.
They claim that youth are “becoming increasingly immune to the conventional marketing
messages” and that “they hunker down in front of their computers, putting up fences that most
marketers haven’t yet learned to scale”.(16) However, there is indication that youth is accepting of
target marketing methods because it leads to advertisements that are more tailored to them, and
therefore more relevant and interesting. Some research indicates that trust and value based
approaches work in marketing to youth.(17) Returning to the concepts of branded entertainment,
we can understand one way in which marketers create trust among youth audiences.
According to O’Reilly and Tennant, “the larger the audience an advertiser strives to
reach, the harder it becomes to forge meaningful relationships with each individual customer”(18)
however, they seem to discount that through niche marketing and target marketing these
relationships can be created, which implies an analogous relationship which would in turn create
a more significant impact for the message at hand.
Due largely in part to the development of mobile technology the relationship between
brand and consumers are evolving.(19) Another way marketers create trusting relationships with
youth audience is through the creation of social media stars who have established relationships
with their followers.(20) As O’Reilly and Tennant state, “the blunt realities of marketing to young
people are causing vast changes in language and tone of advertising. As their attention shifts
from mass media to smaller, online social networks, they’re sharing information and opinions
about products, brands and fashions”.(21)
Conclusion
There are so many different topics in The Age of Persuasion, each of which could be
granted an essay of its own. For instance, the influence of marketing and the internet on the
consumer as a channel and the branded self (22); the power shift taking place between traditional
media and new media (23); the empowerment of consumers in the new two way communication
environment relationship with advertisers (24) and advertising as an art (25) all of these topics would
be worthy of further research.
granted an essay of its own. For instance, the influence of marketing and the internet on the
consumer as a channel and the branded self (22); the power shift taking place between traditional
media and new media (23); the empowerment of consumers in the new two way communication
environment relationship with advertisers (24) and advertising as an art (25) all of these topics would
be worthy of further research.
However, while plentiful in potential research topics, The Age of Persuasion: How
Marketing Ate Our Culture was far too broad and failed to accomplish what the title implies it
set out to do: explain how marketing ate our culture. What is did accomplish is providing a
wealth of examples on how marketing and advertising has contributed to the growth of our
culture and will continue to do so as it regurgitates the messages of society.
--------------------------------------------------------------------------------------------------------------------
Citations:
1 Reilly, Terry Edward, and Mike Tennant. The Age of Persuasion: How Marketing Ate Our Culture. Berkeley, Calif.: Counterpoint. 2009. xiii
Marketing Ate Our Culture was far too broad and failed to accomplish what the title implies it
set out to do: explain how marketing ate our culture. What is did accomplish is providing a
wealth of examples on how marketing and advertising has contributed to the growth of our
culture and will continue to do so as it regurgitates the messages of society.
--------------------------------------------------------------------------------------------------------------------
Citations:
1 Reilly, Terry Edward, and Mike Tennant. The Age of Persuasion: How Marketing Ate Our Culture. Berkeley, Calif.: Counterpoint. 2009. xiii
2 "Advertisement | Promotion." Encyclopedia Britannica Online. Accessed 2015.
3 Reilly, Terry Edward, and Mike Tennant. The Age of Persuasion: How Marketing Ate Our Culture. Berkeley, Calif.: Counterpoint. 2009. 162
4 Bartholomew, Mark. "Advertising and Social Identity." Buffalo Law Review 58 (2010): 93176.
3 Reilly, Terry Edward, and Mike Tennant. The Age of Persuasion: How Marketing Ate Our Culture. Berkeley, Calif.: Counterpoint. 2009. 162
4 Bartholomew, Mark. "Advertising and Social Identity." Buffalo Law Review 58 (2010): 93176.
5 Reilly, Terry Edward, and Mike Tennant. The Age of Persuasion: How Marketing Ate Our Culture. Berkeley, Calif.: Counterpoint. 2009. 161
6 According to a lecture in Advertising and Society (Spring 2015) Red Crown gasoline was the first instance of product placement in the 1920 film The Garage
7 Reilly, Terry Edward, and Mike Tennant. The Age of Persuasion: How Marketing Ate Our Culture. Berkeley, Calif.: Counterpoint. 2009. 100
8 Reilly, Terry Edward, and Mike Tennant. The Age of Persuasion: How Marketing Ate Our Culture. Berkeley, Calif.: Counterpoint. 2009. 116
9 Reilly, Terry Edward, and Mike Tennant. The Age of Persuasion: How Marketing Ate Our Culture. Berkeley, Calif.: Counterpoint. 2009. 268.
10 Reilly, Terry Edward, and Mike Tennant. The Age of Persuasion: How Marketing Ate Our Culture. Berkeley, Calif.: Counterpoint. 2009. 187.
11 Reilly, Terry Edward, and Mike Tennant. The Age of Persuasion: How Marketing Ate Our Culture. Berkeley, Calif.: Counterpoint. 2009. 224.
12 Reilly, Terry Edward, and Mike Tennant. The Age of Persuasion: How Marketing Ate Our Culture. Berkeley, Calif.: Counterpoint. 2009. 149
13 Reilly, Terry Edward, and Mike Tennant. The Age of Persuasion: How Marketing Ate Our Culture. Berkeley, Calif.: Counterpoint. 2009. 221.
14 Reilly, Terry Edward, and Mike Tennant. The Age of Persuasion: How Marketing Ate Our Culture. Berkeley, Calif.: Counterpoint. 2009. 196.
15 Reilly, Terry Edward, and Mike Tennant. The Age of Persuasion: How Marketing Ate Our Culture. Berkeley, Calif.: Counterpoint. 2009. xv, 118.
16 Reilly, Terry Edward, and Mike Tennant. The Age of Persuasion: How Marketing Ate Our Culture. Berkeley, Calif.: Counterpoint. 2009. 77.
17 Sultan, Fareena, Andrew J. Rohm, and Tao (Tony) Gao. "Factors Influencing Consumer Acceptance Of Mobile Marketing: A TwoCountry Study Of Youth Markets." Journal of Interactive Marketing 23 (2015): 30820.
18 Reilly, Terry Edward, and Mike Tennant. The Age of Persuasion: How Marketing Ate Our Culture. Berkeley, Calif.: Counterpoint. 2009. 117.
19 Sultan, Fareena, Andrew J. Rohm, and Tao (Tony) Gao. "Factors Influencing Consumer Acceptance Of Mobile Marketing: A TwoCountry Study Of Youth Markets." Journal of Interactive Marketing 23 (2015): 30820.
20 Sloane, Garett. "Meet the Man Who Unlocked the Secrets of Mobile Marketing." AdWeek. September 14, 2014. Accessed 2015.
21 Reilly, Terry Edward, and Mike Tennant. The Age of Persuasion: How Marketing Ate Our Culture. Berkeley, Calif.: Counterpoint. 2009. 95.
22 Reilly, Terry Edward, and Mike Tennant. The Age of Persuasion: How Marketing Ate Our Culture. Berkeley, Calif.: Counterpoint. 2009. 108.
23 Reilly, Terry Edward, and Mike Tennant. The Age of Persuasion: How Marketing Ate Our Culture. Berkeley, Calif.: Counterpoint. 2009. 100101.
24 Reilly, Terry Edward, and Mike Tennant. The Age of Persuasion: How Marketing Ate Our Culture. Berkeley, Calif.: Counterpoint. 2009. 104.
25 Reilly, Terry Edward, and Mike Tennant. The Age of Persuasion: How Marketing Ate Our Culture. Berkeley, Calif.: Counterpoint. 2009. 35.
Bibliography:
"Advertisement | Promotion." Encyclopedia Britannica Online. Accessed 2015.
Bartholomew, Mark. "Advertising and Social Identity." Buffalo Law Review 58 (2010): 93176.
Reilly, Terry Edward, and Mike Tennant. The Age of Persuasion: How Marketing Ate Our Culture. Berkeley, Calif.: Counterpoint. 2009.
Sloane, Garett. "Meet the Man Who Unlocked the Secrets of Mobile Marketing." AdWeek. September 14, 2014. Accessed 2015.
Sultan, Fareena, Andrew J. Rohm, and Tao (Tony) Gao. "Factors Influencing Consumer Acceptance Of Mobile Marketing: A TwoCountry Study Of Youth Markets." Journal of Interactive Marketing 23 (2015)
6 According to a lecture in Advertising and Society (Spring 2015) Red Crown gasoline was the first instance of product placement in the 1920 film The Garage
7 Reilly, Terry Edward, and Mike Tennant. The Age of Persuasion: How Marketing Ate Our Culture. Berkeley, Calif.: Counterpoint. 2009. 100
8 Reilly, Terry Edward, and Mike Tennant. The Age of Persuasion: How Marketing Ate Our Culture. Berkeley, Calif.: Counterpoint. 2009. 116
9 Reilly, Terry Edward, and Mike Tennant. The Age of Persuasion: How Marketing Ate Our Culture. Berkeley, Calif.: Counterpoint. 2009. 268.
10 Reilly, Terry Edward, and Mike Tennant. The Age of Persuasion: How Marketing Ate Our Culture. Berkeley, Calif.: Counterpoint. 2009. 187.
11 Reilly, Terry Edward, and Mike Tennant. The Age of Persuasion: How Marketing Ate Our Culture. Berkeley, Calif.: Counterpoint. 2009. 224.
12 Reilly, Terry Edward, and Mike Tennant. The Age of Persuasion: How Marketing Ate Our Culture. Berkeley, Calif.: Counterpoint. 2009. 149
13 Reilly, Terry Edward, and Mike Tennant. The Age of Persuasion: How Marketing Ate Our Culture. Berkeley, Calif.: Counterpoint. 2009. 221.
14 Reilly, Terry Edward, and Mike Tennant. The Age of Persuasion: How Marketing Ate Our Culture. Berkeley, Calif.: Counterpoint. 2009. 196.
15 Reilly, Terry Edward, and Mike Tennant. The Age of Persuasion: How Marketing Ate Our Culture. Berkeley, Calif.: Counterpoint. 2009. xv, 118.
16 Reilly, Terry Edward, and Mike Tennant. The Age of Persuasion: How Marketing Ate Our Culture. Berkeley, Calif.: Counterpoint. 2009. 77.
17 Sultan, Fareena, Andrew J. Rohm, and Tao (Tony) Gao. "Factors Influencing Consumer Acceptance Of Mobile Marketing: A TwoCountry Study Of Youth Markets." Journal of Interactive Marketing 23 (2015): 30820.
18 Reilly, Terry Edward, and Mike Tennant. The Age of Persuasion: How Marketing Ate Our Culture. Berkeley, Calif.: Counterpoint. 2009. 117.
19 Sultan, Fareena, Andrew J. Rohm, and Tao (Tony) Gao. "Factors Influencing Consumer Acceptance Of Mobile Marketing: A TwoCountry Study Of Youth Markets." Journal of Interactive Marketing 23 (2015): 30820.
20 Sloane, Garett. "Meet the Man Who Unlocked the Secrets of Mobile Marketing." AdWeek. September 14, 2014. Accessed 2015.
21 Reilly, Terry Edward, and Mike Tennant. The Age of Persuasion: How Marketing Ate Our Culture. Berkeley, Calif.: Counterpoint. 2009. 95.
22 Reilly, Terry Edward, and Mike Tennant. The Age of Persuasion: How Marketing Ate Our Culture. Berkeley, Calif.: Counterpoint. 2009. 108.
23 Reilly, Terry Edward, and Mike Tennant. The Age of Persuasion: How Marketing Ate Our Culture. Berkeley, Calif.: Counterpoint. 2009. 100101.
24 Reilly, Terry Edward, and Mike Tennant. The Age of Persuasion: How Marketing Ate Our Culture. Berkeley, Calif.: Counterpoint. 2009. 104.
25 Reilly, Terry Edward, and Mike Tennant. The Age of Persuasion: How Marketing Ate Our Culture. Berkeley, Calif.: Counterpoint. 2009. 35.
Bibliography:
"Advertisement | Promotion." Encyclopedia Britannica Online. Accessed 2015.
Bartholomew, Mark. "Advertising and Social Identity." Buffalo Law Review 58 (2010): 93176.
Reilly, Terry Edward, and Mike Tennant. The Age of Persuasion: How Marketing Ate Our Culture. Berkeley, Calif.: Counterpoint. 2009.
Sloane, Garett. "Meet the Man Who Unlocked the Secrets of Mobile Marketing." AdWeek. September 14, 2014. Accessed 2015.
Sultan, Fareena, Andrew J. Rohm, and Tao (Tony) Gao. "Factors Influencing Consumer Acceptance Of Mobile Marketing: A TwoCountry Study Of Youth Markets." Journal of Interactive Marketing 23 (2015)
