Comments on: Advertising and its new anthropological content

By: MHB

MHB — Sat, 29 Mar 2008 17:41:40 +0000

what’s wonderful about the AT&T ad is that it provides access points for millions of consumers. If s/he hears a phone salutation that rings true, the consumer can place themselves in the AT&T spot. While the Verizon spot taps into the idea of generational dissonance, something that cuts across all cultures, methinks that the ad may not travel as far. That said, it also comes down to my personal taste, I like ‘real’ people in ‘real’ moments (answering the phone) moreso than real people in hyperbolic scenarios (heaps of slang said with a wink)

By: Michael Powell

Michael Powell — Thu, 20 Mar 2008 12:54:48 +0000

Well, being an anthropologist, I’d like to have us take credit for this and many other well-deserved trends, but what this style of funny rather makes me think of is Seinfeld. Seinfeld humor is all about a critique and hyperbole of everyday life, the mundane, the truly boring routine made extravagant and ridiculous. Another genius behind that style of comedy right now is Larry David. In a way, those guys are careful observers of everyday life, just like ethnographers.

By: Natasha Estey

Natasha Estey — Thu, 20 Mar 2008 11:46:31 +0000

You hit the nail on the head: an anthropological approach to creative, effectively mining contemporary culture. Some advertising out there these days seems to strike a chord. “They get it” is my response. They must have done some ethnographic research is my afterthought. I recall a recent MacDonald’s ad that simply reveals all the different ways people interact with (read consume) a Big Mac. I saw myself in one of those images – adding extra ketchup to my hamburger before turning it upside down and contemplatively, pleasurably taking that first bite. They “understand” me is how that ad made me feel. They tapped in to something. You articulated what that “something” is very well in this post. Thanks!