Decolonising Advertising through content creation, broadcast on social media, to inspire social transformation

I argue that Advertising in Mexico is a means employed by the ruling class in order to colonize Mexican society. It re-enforces a colonial thinking that started to be imposed five centuries ago by invaders of what is currently called the nation state of Mexico. My argument is based on a theoretical framework that maps the history of key concepts such as Post-colonisation and Decolonization. Anzaldua and Drussel’s definition of colonization from a Latin American point of view, and Mignolo’s observations on decolonization through ‘delinking knowledge’ are applied to advertising to reveal how this field can possibly be decolonized. The basis of the practice part of my PhD by Practice that is discussed in this article are theories of Detournement and Guerrilla semiotics. An important part of the strategy for this practice is using social media to search for solutions that can be reflected back at Mexican citizens in order to inspire a social transformation within the advertising industry

Advertising Tools and Techniques Appropriated to Construct the Global Brand Mr. Clean

As a knowledge worker for over twenty-five years in the advertising system, I created branded communications on behalf of corporations. Using my marketing experience coupled with research into techniques and methods appropriated by the advertising industry I will demonstrate how the creators of brand messaging use advertising tools & techniques to express branded concepts. In this paper I will examine how and why brand meaning is constructed and shared through the appropriation of advertising tools and techniques in contemporary messaging. First, I will define the concept of “brand”, and its significance. Here, I intend to measure significance in light of the capitalist system (in which it is regulated) characteristic elements. Then I will describe semiotic theory to demonstrate how it can be applied to branded advertising messages. After presenting a history of the Proctor and Gamble manufactured Mr. Clean brand, I will expound the tools and techniques applied to create this global commodity, and how these delivery systems provide the product brand meaning, through signs broadcast to consumers by way of: logos, packaging and advertising messages transmitted through mass media. Thus leading to an increase of sales, that is integral for corporations to grow within the capitalist system

Balenciaga’s controversial new campaign and the long history of ‘shockvertising’

One technique used to achieve that goal is “shockvertising” – an advert that “deliberately, rather than inadvertently, startles and offends its audience by violating norms for social values and personal ideals”. Fashion brands such as Benetton, Calvin Klein and FCUK have all created shocking ads resulting in free media coverage that benefited the brand and those associated with it. This article argues that the fashion brand Balenciaga and those that associate with the brand can also profit from 'shockvertising

The world according to Dave Trott: An interview

Considered one of the UK’s advertising’s ‘inspiring minds’ (History of Advertising Trust, 2018) creative director, copywriter and author Dave Trott has worked on iconic campaigns for the likes of Toshiba, Holsten Pils, Ariston and Pepsi and with agencies including Gold Greenlees Trott, Bainsfair Sharkey Trott, Walsh Trott Chick Smith and latterly The Gate. As well as consumer product campaigns, Trott has also addressed social issues via advertising, notably on malaria and cancelling third world debt, championing challenging conventional thinking in doing so. A believer in using shock tactics, standing out and treating the consumer intelligently with bold and simple creative ideas he is the author of four books (2009, 2013, 2015, 2019). For WPCC’s issue on ‘Advertising for the Human Good’ issue editor Carl W. Jones asked Trott to consider the potential of advertising for the human good with wide-ranging answers given on major questions: should advertising have such a role?; is university education a hinderance to creativity; and whether much of advertising can be considered ‘pollution’

Advertising and the Way Forward

In this editorial for WPCC’s special issue on ‘Advertising for the Human Good’ editor Carl Jones outlines a few milestones demonstrating advertising’s potential via mass media for motivating progressive behaviours in the public. Matching cor-porate social responsibility ideals and reflecting the social concerns of millennial consumers and audiences is becoming increasingly important for brands and even governments. Whilst existing publications in academic and professional literature raise concerns over the links between capitalist consumerism and advertising, articles in this issue highlight different examples of practice or approach that have the poten-tial to motivate progressive behaviours in various cultures. These include ambient advertising, neuroscience, brands’ cause donations, decolonisation and social mod-elling on the one hand, and anti-racism, recycling, sustainable tourism and choice of advertising talent, on the other. This editorial observes how the evolved practice of advertising can work within different ideologies, with the objective of generating advertising for the human good but also how change may need to come from within advertising and society generally as attitudes change over time

Brands may support Black Lives Matter, but advertising still needs to decolonise

Advertising often contains secondary messaging reflecting colonial-era thinking

Why is the new British Army advert actually a communication success?

Whilst the new British Army advert has widely been criticised for being ‘too politically correct’ and being inefficient in helping to solve ‘the Army’s recruiting crisis’, Carl Jones described the new advert as modern and inclusive. In his article, Carl explained that the British Army attempted to broaden their recruitment horizons by rejecting old stereotypes, usually found in typical army recruitment ads, and by creating awareness of an inclusive ‘new British Army’ which could appeal to new types of target audience. He said: “The message creates awareness of the ‘new British Army’ by using insights to challenge the stereotype of the Army being unfriendly to people who would not be conventionally seen as soldiers and appeal to different sexualities, ethnicities and faiths.

Modern seawater acidification: The response of foraminifera to high-CO<inf>2</inf> conditions in the Mediterranean Sea

The seas around the island of Ischia (Italy) have a lowered pH as a result of volcanic gas vents that emit carbon dioxide from the sea floor at ambient seawater temperatures. These areas of acidified seawater provide natural laboratories in which to study the long-term biological response to rising CO2 levels. Benthic foraminifera (single-celled protists) are particularly interesting as they have short life histories, are environmentally sensitive and have an excellent fossil record. Here, we examine changes in foraminiferal assemblages along pH gradients at CO2 vents on the coast of Ischia and show that the foraminiferal distribution, diversity and nature of the fauna change markedly in the living assemblages as pH decreases. © 2010 Geological Society of London

Reproductive Performance of Chickens as Influenced by Antibiotics in the Diet

Many workers have reported on the failure of antibiotic supplementation to improve the performance of hens already in high egg production. On the other hand, reports have appeared which indicated that under similar conditions the antibiotics have favorably affected the performances of laying pullets. The experiments of this study were designed to make it possible to determine effects of supplementation with antibiotics as well as to compare various feeding systems

Fiber depolymerization

Depolymerization is, by definition, a crucial process in the reversible assembly of various biopolymers. It may also be an important factor in the pathology of sickle cell disease. If sickle hemoglobin fibers fail to depolymerize fully during passage through the lungs then they will reintroduce aggregates into the systemic circulation and eliminate or shorten the protective delay (nucleation) time for the subsequent growth of fibers. We study how depolymerization depends on the rates of end- and side-depolymerization, kend and kside, which are, respectively, the rates at which fiber length is lost at each end and the rate at which new breaks appear per unit fiber length. We present both an analytic mean field theory and supporting simulations showing that the characteristic fiber depolymerization time View the MathML source depends on both rates, but not on the fiber length L, in a large intermediate regime 1 much less-than ksideL2/kend much less-than (L/d)2, with d the fiber diameter. We present new experimental data which confirms that both mechanisms are important and shows how the rate of side depolymerization depends strongly on the concentration of CO, acting as a proxy for oxygen. Our theory remains rather general and could be applied to the depolymerization of an entire class of linear aggregates, not just sickle hemoglobin fibers