Comments on: Transmedia: branding’s next new thing? (Part Two) http://cultureby.com/2005/12/transmedia_bran_1.html This Blog Sits At the Intersection of Anthropology and Economics Thu, 17 May 2012 21:10:32 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Convergence Culture Consortium (C3@MIT) http://cultureby.com/2005/12/transmedia_bran_1.html/comment-page-1#comment-5431 Convergence Culture Consortium (C3@MIT) Mon, 08 Jan 2007 09:01:54 +0000 http://localhost/wp_culture/?p=805#comment-5431 <strong>(Not) Interesting Brand Communities? Fans of the Quotidian</strong> To revisit another piece I wrote for the C3 Weekly Update (the initial piece appeared in our internal newsletter last February), I am interested in the variety of fan sites dedicated to the more commonplace brands and the brand communities... (Not) Interesting Brand Communities? Fans of the Quotidian

To revisit another piece I wrote for the C3 Weekly Update (the initial piece appeared in our internal newsletter last February), I am interested in the variety of fan sites dedicated to the more commonplace brands and the brand communities…

]]> By: steve http://cultureby.com/2005/12/transmedia_bran_1.html/comment-page-1#comment-5430 steve Fri, 09 Dec 2005 19:36:12 +0000 http://localhost/wp_culture/?p=805#comment-5430 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. 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.

]]> By: Grant http://cultureby.com/2005/12/transmedia_bran_1.html/comment-page-1#comment-5429 Grant Thu, 08 Dec 2005 15:48:08 +0000 http://localhost/wp_culture/?p=805#comment-5429 Ole Olson, thank you, sir. Changing it now. Grant Ole Olson, thank you, sir. Changing it now. Grant

]]> By: ole olson http://cultureby.com/2005/12/transmedia_bran_1.html/comment-page-1#comment-5428 ole olson Thu, 08 Dec 2005 14:14:22 +0000 http://localhost/wp_culture/?p=805#comment-5428 Perdue = chickens Purdue = Big 10 Perdue = chickens
Purdue = Big 10

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