While the sponsoring class kills the planet, here is an example of the self-serious childishness their marketing minions are up to on their behalf.
Corporate capitalism means an ever-expanding marketing race between its major firms, which in turn means the ceaseless, progressive, radical commodification and commercialization of human cultures.
Here is one apt indicator of this entirely predictable, if politically unmentioned, trend:
Mars, Incorporated, which makes profits from selling candy and pet supplies and services, wants you to see yourself as a hero of human civilization for keeping a pet dog. Of course they do!
In the process, you are asked to forget that George Washington was a major slave-owner, a fact that rather overshadows whatever love he may have had for dogs, and that it was certainly not snowing on October 4 in Germantown, which is a suburb of Philadelphia. Ah, but in the ongoing reign of Patriotic Correctness, it was always snowing on our ragtag tepeed pure-of-heart Heroes, wasn’t it?
“Follow the flattery,” says Leslie Savan.
“How strong, deep, or sustaining,” wondered Robert Heilbroner, “can be the values of a civilization that generates a ceaseless flow of half-truths and careful deceptions?”
In the year 2017, in a world that needs to solve its problems of runway wealth maldistribution/population growth, ecological non-sustainability, and politico-military chaos, what are the leading lights of corporate capitalist innovation worrying about and working on? This, per Advertising Age:
“This is a unique moment in the ad industry,” Mr. Joe Marchese said. “If we don’t work together, ad-free models will continue to proliferate.”
“We are trying to figure out how to create new models that transfer attention more efficiently,” said Fox TV marketer David Levy.
“We know there is a need to lower the ad load because we inundated consumers and they are now tuning out and blocking,” said Helen Lin, president-digital investment and partnership, Publicis Media U.S. “When you increase the number of ads, your lift potential is reduced. We know we have to do something before consumers completely block out.”
Lovely, ain’t it?
Capitalism thrives, as classically observed by by economist Joseph Schumpeter, on “creative destruction.” Naomi Klein has commented on how the system’s love of wreckage includes things like war, natural disasters, and anthropogenic ecological crises.
Witness, this week, the shipment of more BudWater, the latest effort of beer oligopoly AB InBev, the current manifestation of the former Anheuser-Busch corporation, at “creating marketing magic in difficult times.” Does anybody believe that this firm, which so ostentatiously played the 911 card, is shipping Florida a few trucks of water for altruistic reasons? Dollars to donuts (this is admittedly a bit of a dated quip) the national ads are already being filmed, if Hurricane Matthew does its part and creates enough newsworthy suffering.
Teads.tv, aptly near in several senses to Turds.tv, has the chutzpah to vocalize corporate capitalist dogma without a shred of shame. According to these hawkers, not only is the present content of the mass media in the United States “great,” but only through the current system of advertising-based production and distribution could we get any content at all. Take a look:
Beneath this amazing video, Teads tries to complain about public ignorance and ingratitude:
According to Teads research, 68% of consumers underestimate the amount of revenue that advertising contributes to media sites. The tendency to devalue the significance of ads might relate to the fact that many display and video units are designed without regard for the user-experience. Such units are interruptive to online activities, and too many of them can severely compromise a website’s look and appeal. To avoid these types of ads, many users have installed ad blockers—a move that removes frustrating online ads, but also cuts off the revenue that online content producers need to keep publishing great content.
Of course, the other way to read that 68% number is as evidence of overclass success at keeping the nature of its totalitarianism out of the public eye. Are folks ungrateful for capitalism’s great media gifts, or do capitalists want nothing to do with public consideration and supervision of basic media policies and practices? When people learn the facts about “the significance of ads,” do they get happy, or pissed off?
TCT suggests that the Teadsters may have swallowed their own bullshit a bit too deeply. As more seasoned and mature overclass forces know all too well, when it comes to the core institutional facts about big business marketing, an informed public would be an irate public.
As for the supposedly advertiser-desired open and honest debate of how our media works and the universe of alternatives, TCT says bring it on.
And while we’re at it, anybody want to make the video for “Imagine the Future if Advertisers Continue to Rule”? It ain’t a pretty picture.