Tag Archives: advertising

A way to sell selling itself, redux

With the obligatory cynical caveats*, this two-hander article on online advertising at The Correspondent may be a shoo-in for this year’s Most Buried Lede award:

Marketers are often most successful at marketing their own marketing.

Ouch. Not exactly news, perhaps… but I guess it’s oddly reassuring to have your assumptions confirmed. (But also suspicious; hence the caveats.)

Also looks like a strong case for [organisational autopoeisis / black-boxing], with a side-serving of dysfunctional competition ideology:

… companies are not equipped to assess whether their ad spending actually makes money. It is in the best interest of a firm like eBay to know whether its campaigns are profitable, but not so for eBay’s marketing department.

Its own interest is in securing the largest possible budget, which is much easier if you can demonstrate that what you do actually works. Within the marketing department, TV, print and digital compete with each other to show who’s more important, a dynamic that hardly promotes honest reporting.

Capitalism, laydeezangennelmun, amirite? [conger-eel.gif]

To repeat a familiar saw for regular readers: always remember that the “con” in “con-man” is an abbreviation of “confidence”:

Lewis admitted that it’s not all bad. Decisions have to be made, somebody has to lay out a strategy, doubt must stop at some point. For that reason, companies hire overconfident people who act like they know what they cannot possibly know.

But of course, strong social constructionism is blasphemy, right? The idea that major foundational notions of how business works, or how economics and governance works, are just talked into being by fast-mouthed hustlers instinctively preying upon the Emperor’s New Clothes fallacy-plex? UNTHINKABLE.

[ * – Caveats: 1) as a qualitative investigation, this article has a pretty small n; furthermore, 2) the subtext that Farcebork et al are far less effective at manipulation than is currently believed is the sort of story that Farcebork et al might be very pleased to enable; however, 3) I struggle to credit Farcebork et al with a command of political dynamics sufficiently subtle to conceive and execute even a fairly crude psy-ops counterplay of that nature. ]

C̶h̶a̶r̶m̶ offensive

Will Davies on Bozo’s ascent:

Advertising, dating back to the late 19th century, brought a more scientific perspective to a similar challenge: how to produce an affective bond between a mass public and a product. A key difference is that advertising is primarily focused on the future (what will this product be like, what difference will it make to me and my life?) whereas nationalist communication is heavily focused on the past (great victories, sources of identity, origin myths). Nevertheless, the two became synthesised in the twentieth century with wartime efforts to boost ‘morale’, which aimed at increasing solidarity and enthusiasm (things that become increasingly important as warfare engages more non-combatants and involves aerial bombing).

[…]

The neoliberal era that followed the collapse of the Bretton Woods global monetary order generated additional types of psychological influence. The neoliberal political system and ideology emphasises that all situations are uncertain and competitive, and it is therefore up to all decision-makers – states, firms, investors, job-seekers, parents, students – to adopt a responsible, enterprising and flexible mentality, in approaching a fundamentally unknowable future. This makes impression management (especially impressions of the future) an essential technique at all scales of decision-making. Intuition and instinct become crucial cognitive tools, and targets for persuasion.

Worth reading the whole thing; not a cheerful piece, but then it’s a piece about the weaponisation of cheerfulness, so, yeah. The point about the futurity of advertising melding with the nostalgia of nationalism feels intuitively relevant to my own work, though I’m not quite sure yet where it fits; possibly as support for my minor-key riff about conservatism being distinguished by its utopias being located in the past rather than the future.

I’m still stunned by that Sun front page. Not that they’ve ever gone much beyond crude nursery-wall-mural appeals to a carefully nurtured demographic of subliterate manchildren… but even so it’s somehow shocking to be reminded of just how literally infantile the political discourse in this country still is.