Examples of mass market
Denigratory advertising examples
In advertising, brands are equated with gods and trends with religions. But consumerism, which has its origins in the capitalist economic model, has also given rise to advertising techniques such as Ambush Marketing, which can be considered as a type of guerrilla marketing (low-cost and impactful advertising), and whose impact has provoked numerous criticisms within the advertising field. In this article we tell you all about what Ambush Marketing is and examples of how to carry it out.
Another example is the case of Carlsberg beers, which made an ad in which they filled a movie theater with men who looked like bikers and tough guys, leaving only two seats free. When the couples entered, not all of them dared to sit down in front of such a panorama. If they did, the whole room applauded them and gave them a beer of the brand.
The cases we have mentioned of American Express, as well as Burger King or Axe, are an example of indirect Ambush Marketing, because they simply refer to or subtly suggest an event or viral phenomenon, without being official sponsors (zero cost).
The authors warn that fans do more than just produce DIY (Do It Yourself) content: the forms of participation are varied and heterogeneous. User participation, in short, cannot be limited to the "resistant" view, as it admits at least two conceptions: the corporate-business and the political-participatory. The border between cultural industry and fan production is porous: contents come and go, actors on both sides negotiate/contract and tensions may end up in temporary cooperation agreements.
In this no-man's land, hybrid figures emerge such as vloggers, super-users who build successful professional careers on social networks, or company-user complicities (for example, the BBC managed to restore the audio of old Dr. Who episodes thanks to cassettes contributed by fans). Jenkins, Green and Ford devote a few pages to describing the culture of collecting and the boom in retro fashion -for example, steampunk or retrogaming-. Here, too, contradictions with the interests of the culture industry emerge:
Mass tourism advantages and disadvantages
During the 2016/2017 academic year he was selected to enjoy an internal Research Staff Training Aid granted by the UMH and, currently, he is part of the Department of Social and Human Sciences of the UMH thanks to a University Teacher Training Aid granted by the Ministry of Education, Culture and Sport in the 2016 call.
He teaches hours in the subjects of Journalistic Writing and Language and Techniques of Print Journalism in the Degree in Journalism at the UMH, and has been coordinator of the Content Module and tutor of Master's Thesis of the Master's Degree in Innovation in Journalism at the UMH.
José Antonio González Alba has a degree in Journalism from the University of Seville, a postgraduate degree in Business and Institutional Communication from the same Faculty, a Master in Management and Innovation and Communication from the University of Cadiz and a Master in Innovation in Journalism from the Miguel Hernández University of Elche.
Boczkowski, P. J. and Mitchelstein, E. (2017). Scholarship on Online Journalism: Roads Traveled and Pathways Ahead. In: Boczkowski, P. J. and Anderson, C. W. (Eds.), Remaking the News. Essays on the Future of Journalism Scholarship in the Digital Age (pp. 15-26). Cambridge, Massachusetts (USA): MIT Press.
Ambush marketing examples
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Some companies make raw cookie and brownie dough that can be eaten and sold in stores. These products are made with thermally processed flour and pasteurized or eggless eggs. Read the label carefully to make sure the dough can be eaten without baking or cooking.
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