Workshop : Disassemble the Marketing
Popular marketing for the popular market
Who is rising your child?
Rising a consumidiot.
Parenting a consumisiot
Marketing self-defense
Our children are targeted?
Sunday, October 16, 2011
Unsorted thoughts
This is NOT an anti.... Project
The problem not the advertisement or the marketing.
The problem is that they can be and sometimes are used on a dangerous ways, so children need too be prepared.
There is a place for advertisements in the modern society when it draws attention for real values related of work, comfort, entertainment, safety and healths... even in politics, but there it called propaganda or public relations.
Similarly to the traffic on the road : The cars are dangerous, but by being careful, we can stay safe. Don't need to ban the cars.
On individual level impossible to cope
For a single person, or a family alone unable to resist to the huge pressures of advertisements and make wise choices. The current economic crisis is the vitness of this. The liberated credit system with a sophisticated marketing methods created the biggest debts of human history. Our children growing into this world without any warning.
Using many examples, images
To explain different sides of getting protected, we need to use "images" often more than one.
Like examples of the traffic, or vaccination. Because people are different, some images work better for one group, some other images for others.
Emotional chanels
To develop the "immunising" methods, have to use the same emotional chanels like the advertisements.
The "common sense" and the intellectual approach most of the time does not work.
Passing down values
Traditionally the main values were passed down from generation to generation from parents to children in a clear form. This process seems to be broken, because the younger genereations getting their valued mainly from the media ( TV, magazines, internet, street posters, etc) which are highly manipulated for economic purposes.
Parents Associations.
To have the widest public, have to contact as many Parents Associations as possible, and send to them a letter, asking support for the project. That means, to introduce the "immunisation" project to the schools or kindergartens teachers and get it accepted in the education program.
The program should cover the children between 3 and 14
Have to have a word for parents, who already "give up" and they tend to follow trends. Most of them do that because it is easier, not out of decision. have to find a form to present the ideas to them on the way it not results in rejection straight on.
Internet
The education system so far completly ignore the internet usage, and the Facebook likes, absolutely giving no guidance for that.
Media and Sports in general
Most of the media and sport events as we know them, are a surface to carry advertisements. The children have to aware of this
For the excersises
The problem not the advertisement or the marketing.
The problem is that they can be and sometimes are used on a dangerous ways, so children need too be prepared.
There is a place for advertisements in the modern society when it draws attention for real values related of work, comfort, entertainment, safety and healths... even in politics, but there it called propaganda or public relations.
Similarly to the traffic on the road : The cars are dangerous, but by being careful, we can stay safe. Don't need to ban the cars.
On individual level impossible to cope
For a single person, or a family alone unable to resist to the huge pressures of advertisements and make wise choices. The current economic crisis is the vitness of this. The liberated credit system with a sophisticated marketing methods created the biggest debts of human history. Our children growing into this world without any warning.
Using many examples, images
To explain different sides of getting protected, we need to use "images" often more than one.
Like examples of the traffic, or vaccination. Because people are different, some images work better for one group, some other images for others.
Emotional chanels
To develop the "immunising" methods, have to use the same emotional chanels like the advertisements.
The "common sense" and the intellectual approach most of the time does not work.
Passing down values
Traditionally the main values were passed down from generation to generation from parents to children in a clear form. This process seems to be broken, because the younger genereations getting their valued mainly from the media ( TV, magazines, internet, street posters, etc) which are highly manipulated for economic purposes.
Parents Associations.
To have the widest public, have to contact as many Parents Associations as possible, and send to them a letter, asking support for the project. That means, to introduce the "immunisation" project to the schools or kindergartens teachers and get it accepted in the education program.
The program should cover the children between 3 and 14
Have to have a word for parents, who already "give up" and they tend to follow trends. Most of them do that because it is easier, not out of decision. have to find a form to present the ideas to them on the way it not results in rejection straight on.
Internet
The education system so far completly ignore the internet usage, and the Facebook likes, absolutely giving no guidance for that.
Media and Sports in general
Most of the media and sport events as we know them, are a surface to carry advertisements. The children have to aware of this
For the excersises
- What is a brand? Why necessary
- What is a mark? What are the differences ?
Saturday, October 15, 2011
Expert issues
The marketing technics often use sublime effects on the subconsciece.( bright colors, using children, animals, emotional messages)
An easy method will be necessary to bring them to the conscience level, to spot the "unlifelike" effects, not connected figures ( cartoon characters on the muesli, etc)
My theory is that almost anyone feels that something is "not right" around some advertisements, but they can not find words to describe the fenomen, so actually nobody talks about it. So the problem stays on the individual level. Most of the people understand the basic terminology of politics, sport or fashion, so they can have opinion, they can discuss, argue about them, and having certain freedom in theese areas. This is not the case about marketing. It is is necessary to create a verbal environment to be able to express thoughts in this field. This is the first step to develop a conscience of the nature of the advertisements around us.
An easy method will be necessary to bring them to the conscience level, to spot the "unlifelike" effects, not connected figures ( cartoon characters on the muesli, etc)
My theory is that almost anyone feels that something is "not right" around some advertisements, but they can not find words to describe the fenomen, so actually nobody talks about it. So the problem stays on the individual level. Most of the people understand the basic terminology of politics, sport or fashion, so they can have opinion, they can discuss, argue about them, and having certain freedom in theese areas. This is not the case about marketing. It is is necessary to create a verbal environment to be able to express thoughts in this field. This is the first step to develop a conscience of the nature of the advertisements around us.
Friday, October 14, 2011
Relevant links / sources
Pediatrics
http://pediatrics.aappublications.org/content/118/6/2563.full
Children as consumers
http://www.globalissues.org/article/237/children-as-consumers
Statistics
http://www.focusonthefamily.com/entertainment/mediawise/advertising-and-kids/statistics.aspx
Marketing to kids
http://www.cbsnews.com/stories/2007/05/14/fyi/main2798401.shtml
Richard Semler:
Maverick
E. Aronson, A. R. Pratkanis:
Age of Propaganda - The Everyday Use and Abuse of Persuasion
Adam Curtis/BBC:
The century of self
The story of stuff:
http://www.storyofstuff.com/film.php
Naomi KLEIN:
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