What is Grey Zone Advertising?
Let’s continue the talk about advertising.
Advertising, as defined here, is a special branch of communication and not something different from it. Advertising can, and should, be treated with the barebones resources made available on this blog.
So, that is just what I will continue to do. I will also move back to the Danish telco project for this particular blog post.
The three companies I am investigating are TDC, Telenor and Telia. Why address telcos, you may ask? The answers to this question are simple. Here are a two of them: The area is highly prolific, and intensely competitive. That goes particularly for the Danish market since it is considered pretty mature and a rather small one. The three main companies mentioned are sweating for arguments to increase and/or to protect market shares.
Follow this link for more good reasons.
You may remember that I some time ago lay the foundation for a backbones bases view on advertising. I talked about Red Zone, Blue Zone and Grey Zone Advertising.
In this post will I will ask the question: What is Grey Zone Advertising? And I will try to answer it. At least indicate an answer.
I have suggested that we split advertising three ways: First there is Red Zone Advertising (Above the Line Advertising), secondly there is Blue Zone Advertising (Below the Line Advertising) and then barebones introduces a third form of advertising Grey Zone Advertising (Beyond the Lines Advertising).
These three forms exhausts the area. All company activities, in any form whatsoever, are activities within one or more of the three zones mentioned.
The first two zones are familiar to most dealing with advertising, but the third one is not. Normally activities that you find in the Grey Zone area would not be considered advertising at all. But it needs to be accepted as advertising as it is a type of activity that promotes services and products for a company just as strongly as Red Zone and Blue Zone Advertising do. In some cases Grey Zone messages may even contradict and overrule what is stated in Red and Blue Zone messages.
Let’s take the case of TDC CEO, Henrik Poulsen, who apparently acts as a Light Master in one of the company commercials from late 2009.(See this post). The commercial operates in two zones: The first zone is Red Zone. The second zone is Grey Zone. Let me explain: It operates in Red Zone since it obviously is a commercial for a specific TDC services. In addition it operates in Grey Zone since CEO, Henrik Poulsen, has chosen to cast himself as the Light Master standing on top of a ladder in the opening scene of the commercial. Casting himself in that role effects the basic message of the particular TDC service. The effect could be good for business, it could be neutral for business or it could be bad for business.
Let me take this a step further: If Henrik Poulsen is a person well perceived by the audience his appearance in the commercial may be taken as a sign of courage, playfulness, and youth and thereby effect the TDC service positively. On the other hand, if Henrik Poulsen is not well perceived his appearance might effect sales and image negatively.
Most likely the result here is zero since none would ever suspect the head of a company the size of Danish TDC to act as Light Master in one of his own commercial. And the scene is very brief, indeed. Could be that Henrik Poulsen will simply not be recognized as the CEO of one of the largest Danish companies: TDC.
You have ONE question. I sense that. Why do I want to call Grey Zone Advertising for advertising at all when it is not generally recognized as such? And what a good question that is. Once again the answer is simple: If you don’t label it as advertising you will tend to overlook the fact that is works like advertising for the company, their products and services. That’s why. You will most likely work out of focus, blindly. If that’s what you intend feel free to pick another name for it . Many do.
By the way: What on earth is Henrik Poulsen doing on top of that ladder in the first place?
All for now. Have a good weekend . TGIF.
For more posts in the telco project, visit telco basecamp.
March 5, 2010 - Posted by Knut Skjaerven | advertising, barebones communication, commercial, TDC, telco basecamp, telco project | above the line advertising, barebones communication, below the line advertising, beyond the lines advertising, blue zone advertising, grey zone, Grey Zone Message, Henrik Poulsen, Knut Skjærven, red zone advertising, TDC, TDC CEO Henrik Poulsen, Telenor, Telia
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Barebones Communication started in December 2007.
The idea was to make a blog about communication combining different resources like phenomenology, semiology, gestalt psychology, etcetera, and to show that different orientations worked well together.
I started adding a photograph to each post, and gradually the blog became oriented towards photography as an expression of visual communication.
In 2010 I made a blog solely based on photography. It became Berlin Black And White. Today is holds 470 images. The same month I started Phenomenology and Photography, as I found that was a particularly interesting area and one that there was scarcely any attention on.
I became interested in street photography and decided to develop that area in a living combination of photography and photographic theory. That is what I still do.
Barebones Communication became the mother blog for a series of specialized blogs as well as several social groups.
I call it THE BAREBONES PROJECT since everything is so closely linked to the inspiration you find in this blog. All of it has to do with phenomenology. Not in any scholarly fashion, but as the craft of photography. More specifically S T R E E T P H O T O G R A P H Y. I find that this type of spontaneous and documentary photography have a special kinship with phenomenology’s L I F E W O R L D.
I would like to think that I, as a photographer, E X E C U T E phenomenology. To me a mere scholarly interest in phenomenology can never be enough to fulfill the original intentions of phenomenology as, first and foremost, a practical, living philosophy. Phenomenology is not for reading. It is for D O I N G.
If you have an interest in how the theoretical platform are being developed into practical guidelines for street photography, you are welcome to follow the ongoing projects. I would be honoured if you did.
You will find all the activities listed in the link section of The Raw Material. I will keep it up to date.
Good luck with it.
Copenhagen, March 10, 2012.
Yes, I am impressed. Barebones Communication has largely been left unattended since mid 2010. It still runs incredibly well. The average views in 2111 were 68 a day, the same as in 2009. The most views on a single day were February 13, 2012 with 435 view.
Many thanks to all those who persistently use this blog. With this new introduction you have an opportunity to follow the many branches that has grown from it. Barebones Communication is still very much alive even if more goes on the sites that have sprung from it.
This year Barebones Communication with turn 100.000 visitors.
I really like your Venn representation of phenomenology
My name is Mary Edwards and I’m a doctoral student at the University of Florida studying educational technology. My cohort of doctoral students is creating resources pages using google groups and I’m designing a page about phenomenology and the phenomenological approach to research.
I really like your venn representation of phenomenology and request permission to add it to my page (image attached as a bitmap for your reference). Our google group site is limited to Ed Tech doc students and requires an administratively distributed password.
Thanks for your consideration.
Mary Edwards, MLIS
barebones’ Venn diagram
THANKS FOR VISITING
- 119,660 visitors so far
Picturing The Communication Process
- Barthes on Studium and Punctum in Photography.
- Barthes' Connotation Procedures 2: Pose.
- Denotation and Connotation
- phenomenology: what is intentionality?
- Barthes' Connotation Procedures 4: Photogenia.
- Szarkowski: Introduction.
- On Photography
- Notebook Brief: Gabi, Frank, Mia und Max T.
- Gestalt Factor: Past Experience or Habit.
- Ladies Here We Come.
What a great find!What a great find, I am a Communications student in Manchester UK, will pass you on.. Comment by okathleen | January 13, 2009.
JUANITO LOYOLA PERAN… on Phenomenological Method: 2. In… irene on Denotation and Connotatio… achergui on Lady in Red Knut Skjaerven on Barthes on Studium and Punctum… JP on Gestalt Factor: Similarit…