http://cultureby.com/2005/12/transmedia_bran_1.html This Blog Sits At the Intersection of Anthropology and Economics Wed, 17 Mar 2010 08:10:58 -0400 http://wordpress.org/?v=2.8.6 hourly 1 http://cultureby.com/2005/12/transmedia_bran_1.html/comment-page-1#comment-5060 steve Fri, 09 Dec 2005 23:36:12 +0000 http://grantmccracken.com/cco/http:/grantmccracken/page-title#comment-5060 <p>Great post. I think your point about not wanting to crowd the customer's imagination too much with narrative is well-taken. There are a few drawbacks with over-narrativizing (ugh) an ad image: a) Not everyone in the target audience likes the same stories and meanings. To choose is then to exclude. b) The brand promise or characteristics may need to change over time, and it could be awkward to modify the preexisting narrative. c) There is something appealing, and in some cases glamorous, about a shallow or "flat" presentation. Think about the Camel cigarette girls--you don't get any backstory and can therefore free-associate about sex and fun without being reminded of the costs of sex and fun (especially the lung cancer aspects). Or, if you are the kind of person who likes to make up elaborate mental fantasies, you can use the clothing and historic period cues to do that. </p> Great post. I think your point about not wanting to crowd the customer's imagination too much with narrative is well-taken. There are a few drawbacks with over-narrativizing (ugh) an ad image: a) Not everyone in the target audience likes the same stories and meanings. To choose is then to exclude. b) The brand promise or characteristics may need to change over time, and it could be awkward to modify the preexisting narrative. c) There is something appealing, and in some cases glamorous, about a shallow or "flat" presentation. Think about the Camel cigarette girls–you don't get any backstory and can therefore free-associate about sex and fun without being reminded of the costs of sex and fun (especially the lung cancer aspects). Or, if you are the kind of person who likes to make up elaborate mental fantasies, you can use the clothing and historic period cues to do that.

]]> http://cultureby.com/2005/12/transmedia_bran_1.html/comment-page-1#comment-5059 Grant Thu, 08 Dec 2005 19:48:08 +0000 http://grantmccracken.com/cco/http:/grantmccracken/page-title#comment-5059 <p>Ole Olson, thank you, sir. Changing it now. Grant</p> Ole Olson, thank you, sir. Changing it now. Grant

]]> http://cultureby.com/2005/12/transmedia_bran_1.html/comment-page-1#comment-5058 ole olson Thu, 08 Dec 2005 18:14:22 +0000 http://grantmccracken.com/cco/http:/grantmccracken/page-title#comment-5058 <p>Perdue = chickens<br /> Purdue = Big 10<br /> </p> Perdue = chickens
Purdue = Big 10

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