Tags: capitalism, consumption/consumerism, corporations, culture, economic sociology, marketing/brands, marx/marxism, media, theory, apple, commodity fetishism, emotional branding, enchantment, 00 to 05 mins
Year: 1998; 2008; 2011 Length: 0:30 Access: YouTube (clip 1; clip 2; clip 3) Summary: Branding plays an increasingly important role in contemporary capitalism. Marketing industry experts describe a brand as a vision, a vocabulary, a story, and most importantly, a promise, which consumers experience through ads and products. One form of this is emotional branding, and in his book named for this approach, Marc Gobé argues that understanding emotional needs and desires, particularly the desire for emotional fulfillment, is imperative for corporate success today. Consumers unknowingly experience emotional branding throughout Apple’s wildly successful marketing. Based on a content analysis of more than 200 Apple TV ads (1984-2013), Gabriela Hybel and I found various expression of Apples’ emotional branding. They inspire feelings of happiness and excitement with playful and whimsical depictions of products and their users. This trend can be traced to the early days of the iMac, as seen in an ad (clip 1) from 1998. A 2008 iPod Nano ad (clip 2) combined playful imagery and song. In a more recent commercial (clip 3), actress and singer Zooey Deschanel, known for her “quirky” demeanor, performs a playful spin on the utility of Siri. Commercials like these — playful, whimsical, and backed by upbeat music — associate these same feelings with Apple products. They suggest that Apple products are connected to happiness, enjoyment, and a carefree approach to life. In George Ritzer’s words, they “enchant a disenchanted world.” They open up a happy, carefree, playful world for us, removed from the troubles of our lives and the implications of our consumer choices. Importantly, for Apple, the enchanting nature of these ads and the brand image cultivated by them act as a Marxian fetish: they obscure the social and economic relations, and the conditions of production that bring consumer goods to us. Now more than ever, Apple depends on the strength of its brand power to eclipse the mistreatment and exploitation of workers in its supply chain, and the injustice it has done to the American public by skirting the majority of its corporate taxes. For additional analyses of Apple’s commercials, see how they promote sentimentality, cool youthfulness, and the promise of social mobility. Note: this post was adapted from Dr. Cole’s original blog post at SocImages. Submitted By: Nicki Lisa Cole, PhD
3 Comments
Catherine Robert
11/4/2013 07:45:38 am
Nous vivons dans un monde capitaliste où nous sommes tous, sans exceptions, aliénés. La publicité et les médias font en sorte que nous consommons énormément plus que ce que l’ont devrait. Plus que nous gagnons de l’argent, plus que l’ont dépense. C’est un grand cercle vicieux dans lequel nous sommes perdus. Le professionnel de la publicité on peut bien dire que c’est Apple, car ils mettent des milliards pour présenter toutes les nouvelles technologies qui peuvent bien sortir. Non seulement ils mettent une «petite musique qui nous fait rêver», mais en plus de cela ils ajoutent des couleurs vives pour attirer notre œil. Ils nous présentent ce que selon eux est la conception du bonheur, ils ajoutent de l’émotion pour faire en sorte que ce qu’on achète c’est de l’amour, mais en réalité c’est un vulgaire bout de plastique avec des circuits à l’intérieur.
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