Media communications
-Technology is applying knowledge to create tools; Media are all of the tools of communication. A medium is the specific tool used to communicate.
-Most people think of media at large as the culture industry including the internet, film, television and magazines. The term media is also associated with the press and journalism.
-Media communication can be very specific, such as a text message between two people, it can also be limited by language or values to a narrow audience, or it can be very general as in mass media, which is intended for a public audience. For business, media is important to how the business functions and how it relates to others.
-Internal business communications: “Organizational Communication,” is an important category in business studies. It considers how people relate as well as the steps for proposals, meetings, information technology/intranet. See:http://www.morebusiness.com/running_your_business/businessbits/Internal-Communication-Strategie.br
Public relations, press releases and communication with the press
Marketing, strategic direct and mass communication to consumers
Advertising, strategic paid communication to the general public, to gain new consumers
Business to Business relations, in international business this requires several languages
Global media communications
-With globalization, there is an increasing trend for businesses to communicate to global employees, and global consumers. The same trend is evident in news journailsm.
Interpreting global media communication:
1-What is the form of the message? not only its media such as email, but also the form of the characters, as in language or digital coding. These aspects will tell you if you are capable to receive the message.
2-What is the “mode of address”? Look for specific cues or direction to a receiver, is it casual? Is it intended for many (important with email!)
3-What is the content? Is it explanatory, convincing etc, what is the intention?
4-Finally you will want to consider motive and values communicated, especially with mass media if it is conservative or liberal, or pushing a particular agenda
Ex-You can find very specific national media like the newspaper Liberation in France which is simply French but also liberal. Arte is a bi-national, French-German TV channel that tries to reach regional liberal audiences. The BBC is an example that aims for a global audience but is only for English speaker. Al Jazeera is a new agency in the Middle East that also aims to be global but only reaches those people speaking Arabic.
Advertising
Mad Men, AMC, 2008-Advertising is paid communication of a product and message for a public audience.
-Most major companies hire outside advertising agencies to create their ads. Top advertising agencies are mostly owned by international corporations such as Omnicon (owns BBDO, TBWA others), WPP (owns Olgivy & Mather, Young & Rubicam, others) Interpublic (McCann Ericson), Publicis France (Saatchi & Saatchi, Leo Burnett) and many more.
-In the 1950’s audiences were still naïve and advertising was a new business. By the 1960's, the American advertising industry was concentrated in New York on Madison Avenue where they were known for big expense accounts, afternoon Martinis and “big ideas.” The TV show Mad Men is based on this period.
-The 1969 film "Putney Swope" written and directed by Robert Downey Sr. showed a man taking over an advertising company with indulgent practices.
-In general, advertising is now considered a creative workplace since there are many artists and designers involved.
-Advertising is essential to capitalism use value and mythical value. You can see anadvertisement is selling a product and myth.
Appeal to basic needs (food, health) – Whole Foods
Appeal to aesthetics and augmented needs (beauty, status) - L’Oreal
Appeal to fear/safety (being rejected by others, guarantee) – Volvo, Fed Ex
Traditional values (family, home, nationalism) – Ford, Ralph Lauren
Bandwagon, everyone is doing it! – Coca-cola
Cute kids, youth culture – Lacoste, Pepsi
Anti-culture – Doc Martens
Gendered attractions - Axe
Star power - Nike
Cartoons & characters –Met Life Snoopy, Geico
Gobal responsibility and being green – Kindle e-book
Global advertising
Companies sometimes assume that what works in their home country will work in another country. They take the same product, same advertising campaign, even the same brand names and packaging. The result in many cases is failure. One solution is a wordless logo. Companies can also take on global missions to enhance their products, like the RED Campaign with Gap.
Coca Cola and the global commercial
Benetton and global print advertisements
The advertising philosophy of United Colors of Benetton is based on owner Luciano Benetton's belief that 'communication should not be commissioned from outside the company, but conceived from within its heart.' From the beginning in the 1960’s the company has emphasized “colors” of yarns but in the 1980’s is became the colors of multi-culturalism and now the company supports global issues. They have used magazine print ads to publicize specific issues such as AIDS, oil spills, death penalties, barbed wire and soldiers at war in Bosnia, Yugoslavia and Africa. In 2003, the advertising campaign highlighted the problem of hunger, which is still the greatest humanitarian emergency around the world even though it has, to all intents and purposes, been forgotten by the media and the general public. The hunger campaign involved a partnership with the United Nations.
The clothes of Bosnian soilder, Benetton, February 1994
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