yadooG samohT is Thomas Gooday backwards.


Home alone…
January 10, 2008, 5:59 pm
Filed under: Dissertation, Research

I got back to Bournemouth yesterday and i have my house to myself until the weekend, and I hope to do as much on my dissertation as possible. Im not setting any particular goals, but i intend to stick to my new years resolution wholeheartedly 9-6.

I got up early this morning and completed reading “Advertising Today” and to my surprise the final two chapters were probably the most interesting to me, in a dissertation sense anyway. The conclusion deals with guerrilla advertising and the possible future of the industry. However i am well aware that the book was written in 2001, so some of the prediction have already been realised. It was interesting that most of the predictions made in 2001 have actually materialized….such as online advertising becoming more prominent and the concept of 360 degree branding also becoming extremely popular.

Also today i have picked up reading “No Logo” by Naomi Klein which has also introduced some interesting ideas, my favourite being:

This is an extreme case of alternative advertising but nevertheless companies seem to be adopting more and more radical ideas to promote their brand or product. Nike is just one of these corporations that has used such radical approaches

“We were sitting around the office one day and we said, “What if we took Kenyan runners and transferred their skills to cross-country skiing””(Mark Bossardet, 1995, citied Klein, 2000, 53)

Kenyan runners have become synonymous with long distance running events since the 1968 Olympics. “Nike found its test-tube subjects in two mid-level runners, Phillip Boit and Henry Bitok. (Klein, 2000, 53) To complete the feat Nike spent $250, 000 for training in Finland and paid the runners (if we can call them that) a salary, alongside custom designed uniforms (Klein, 2000, 53), which of course was emblazoned with the Nike swoosh. This publicity stunt was all commissioned to raise awareness, and that it did, but is this taking advertising to a new extreme level in order to penetrate our personal space, by tugging at the heart strings of the audience?

Phillip Boit and Henry Bitok

Your thoughts…..

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