Behavior - the way in which a person behaves in response
During this lecture, we looked at the commercialization of propaganda and advertising; focusing on campaigns that communicate with their audience and interact with them in a way that feels personal to the audience.
Edward Bernays was a pioneer whom, whilst propaganda was very much associated with the Nazi regime, developed a new name (public relations) for it and made it very much commercial. Himself, along with his uncle, Sigmund Freud, were able to create and make advertising more friendlier to the general public.
Our lecture looked at how advertising can be used to communicate to the audience - we focused on Charles Dana Gibson, an illustrator responsible for propaganda posters for World War 2, using meaning and graphic design to create a poster that would be much more relate-able to the audience. This marketing was used over the years for many campaigns, making it a much more interactive service than traditional branding, which is reflected on Bertha Hunt and the tobacco campaign that was associated with women's rights. Whilst this nearly back-fired, it was a way of the brand expanding their audience.
"They want to use you as an asset to their promotion"
Nike: Find Your Greatness.
The idea behind these campaigns was to make us consider who were designing for, and to focus on our audience - when associated with our current work, it made us look more at who are target audience would be for our project, how we want them to feel and why people feel how they do. I feel these adverts were able to capture this and reach out to normal people, which some adverts/campaigns - such as London 2012 - failed to do.
