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Ideologies of space

In: Marketing in Context

Author

Listed:
  • Chris Hackley

Abstract

Packaging, product labeling, press, PR and print advertising, branded content, advertorial, Out Of Home (OOH) displays, TV and cinema advertising, viral videos, and many other media can carry marketing signs. These signs have a powerful semiotic potential that can reach deeply into our subjective experience. Our experiential worlds are populated with marketing signs as the scene props, if you will, of our lives. The mise-en-scéne analogy, though, relates to these communications in terms of the arrangement of a scene for a static viewer. The audience of the mise-en-scéne in a living room or a movie theatre usually views the scene from only one perspective, and its engagement with the scene is visual and aural, enhanced by a bit of creative imagination. The “director” of marketing may have control over just a few elements of that scene, but as Bernays calculated in his product placement initiative in New York’s Easter Parade, the art lies in choosing the decisive elements, in an infl uential context, to achieve the desired effect.

Suggested Citation

  • Chris Hackley, 2013. "Ideologies of space," Palgrave Macmillan Books, in: Marketing in Context, chapter 0, pages 89-114, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-29711-2_4
    DOI: 10.1057/9781137297112_4
    as

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