 Ideologies of spaceChris Hackley Chapter Chapter 4 in Marketing in Context, 2013, pp 89-114 from Palgrave Macmillan Abstract: Abstract Packaging, product labeling, press, PR and print advertising, branded content, advertorial, Out Of Home (OOH) displays, TV and cinema advertising, viral videos, and many other media can carry marketing signs. These signs have a powerful semiotic potential that can reach deeply into our subjective experience. Our experiential worlds are populated with marketing signs as the scene props, if you will, of our lives. The mise-en-scéne analogy, though, relates to these communications in terms of the arrangement of a scene for a static viewer. The audience of the mise-en-scéne in a living room or a movie theatre usually views the scene from only one perspective, and its engagement with the scene is visual and aural, enhanced by a bit of creative imagination. The “director” of marketing may have control over just a few elements of that scene, but as Bernays calculated in his product placement initiative in New York’s Easter Parade, the art lies in choosing the decisive elements, in an infl uential context, to achieve the desired effect. Keywords: Urban Space; Cultural Critique; Fashion Brand; Marketing Sign; Alcohol Marketing (search for similar items in EconPapers) There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-29711-2_4 Ordering information: This item can be ordered from Access Statistics for this chapter More chapters in Palgrave Macmillan Books from Palgrave Macmillan |
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