Ecologia

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Ecology of Everyday life - Modern Consumer Society |
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Spanish Government Institutional Advertising through IDAE Institute Advertising |
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Carlos Vacas
Andres Chaparro
Amaia del Olmo

OUTLINE

* Introduction

* Modern consumer society
* Historical background
* Main characteristics

* Introduction about IDAE
* Objectives* Review of IDAE advertising, how they are related to the consumer society
* Citizen awareness
* The brand
* The Campaign
* The message of the spot

* Personal conclusions

* References

INTRODUCTION

The consumer society is directly related to the world of advertising and propaganda. As is well known by all, the main difference between them lies inthe ideological character of the propaganda against advertising. There are many examples throughout history when speaking of propaganda, as was the case in Nazi Germany or the USSR.
In this case, so our work is intended to link the world of institutional advertising with consumer society in Spain by concerning about the energy save. Our intention is to show how the government serves itself theclassic tools of the advertising for its own benefit. Although not a proper case for propaganda, to analyze the levels of propaganda would move away from the main purpose of this work, we see how the government faces a problem of consumer society, the waste energy and it does through media.
For this purpose, we selected one of the most notorious campaigns in this regard in our country: Saveenergy. The campaign dates from the late 2008 and employed the players of the Spanish selection team who had recently risen to the top of Europe.
The work is divided into two distinct parts. The first one in which we talk slightly about the history of consumer society, how it emerges and evolves, and its main features. The second part of the work deals with the presentation of the IDAE (Institutefor Diversification and Energy Saving) and analysis of the campaign itself and also the problems they want to deal and approach the objectives. Putting these two parties together we see how the environmental issue is part of the agenda of a government and how it enters into the capitalist market rules to reach its audience (Spanish society) through some famous people (a classic use ofadvertising) that in this case are the highly visible football players in the Spanish society.
Finally, we conclude the work with a reference to the conclusions we have come to.

MODERN CONSUMER SOCIETY

* HISTORICAL BACKGROUND

The so-called consumer society, appeared as a result of mass production of goods (activated by Taylorism and Fordism), which revealed that it was easier to make theproducts we sell, so the corporate effort shifted to the market (advertising, marketing, purchase, etc...)
This model based on the so-called "roaring Twenties" stretched, with a prolonged period of economic depression, until around 1970, began what some call, Third Industrial Revolution, the revolution in microelectronics, the automation and information technology, made possible by new media, robots andcomputers.
Specifically, it was after the Second World War in the '50s, when production became very important, contributing to increased needs, among other reasons, because the demands of the capitalist development led to a situation in which consumer demand should be both encouraged and guided, in a market in constant expansion and qualitative transformation internal structural change as aresult of production of primitive capitalism where the consumer can call neo-capitalism.
In post-industrial society, economic growth is linked mainly to the need to conquer new markets (which attaches very special importance to the advertising). It is a society that consumers need more workers, from where also the rising importance of leisure industries that exploits the increasing leisure time of...