New media and marketing/advertising : Question 1

Consider theoretical perspectives in relation to the impact of new/digital media in your case study.

One of the main theortical perspective in relation to the impact of new media on marketing and advertising is the postmodern theory. new media has become so closely connected with society that society has become subsumed within the mass media ; society and the media has merged together to show us how we should live. " we only accept reality throught tv and other simulacra" , many of us believe that what the media potrays to us through print, e-media and broadcast is how we should live life , which automatically becomes our 'reality'.

Adidas uses advertising which focuses on using celebrity power, fame and poplarity to gain recognition for their product and promote specific products or stores. advertisers generally advertisers their products for eg when celebrities such as David beckham (brand ambassoder) share their favourite products or wear clothes by specific brands or designers. it increases popularity and the audience are more likely to go buy the product. adidas recent advert featuring celebrites such as estelle, snoop dog and missy elliot at a house party having fun at a house party wearing addidas clothing. this relates to the uses and gratification theory. it is an audience centered apporach. when audience seek out media, they are seeking in order to gratify a need. in this case the addidas advertisment (well known brand) featured celebrities, audience feel more knowledgeable, they feel that they can relate to these celebrities because they have witnessed it through media.

the way in which advertisiers advertise has changed throughout the years, adverts are shown through platforms such as television, radio, tv , magazines and newspapers. the most popular ones today are social networking sites such as facbook, twitter and youtube. institutions advetise on these sites , because most audiences are known to spend the majority of their time on the internet more specifically on social networking sites. it is said that uk internet uses spend 25% of their time on social networks. this has meant that online advertising has grew rapidly througuh the £4bn barrier. - guardian. many companies use twitter because they ofund that peopple wer not using their technology directly for advertisements, but rather to come in to a customer service relationship. "the more genuine and human an organisation looks, the better the relationship.