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MadMen

01 Nov

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Volim jako tu seriju iz više razloga, koji se mogu svrstati u dve kategorije : patetični i konstruktivni.

U stvari sve današnje serije, manje više, možemo okarakterisati kao patetične i/ili konstruktivne. Ne, ne, nisu samo Dalas/Dinastija sapunice tj latinoameričke tj indijske tj turske serije nabijene patetikom. Istina prvo se u njima pojavila ta navala tragičnih emocija, pa su tako producenti svih žanrova shvatili da u tom grmu leži zec. I tako, danas, u stvari u svakom segmentu filmske industrije imamo po koju sekvencu gde je Ona nesrećno zaljubljena (nikada mi neće biti jasno kako te dve reči mogu zajedno), ili ne daj bože neku zapetljaniju fabulu sa trećim, četvrtim…desetim licem.

Da se razumemo, nisu nama tvorci tih serija poturili pod nos “suze i greh”, to je ono što publika traži. Pardon, što većina publike traži.Ali to bi zahtevalo jedan poseban post. Nego da se vratimo na MadMen.

Sve što servira marketing izaziva neke emocije, zbog kojih se vežemo ili ne, za odredjeni proizvod.To bi bio marketing u globalu. A uspešan marketing  je onaj koji nam servira konstruktivan razlog vezivanja za proizvod. To što ja volim retro scene, revolucionarne šezdesete i modu istih, to je ona patetika zbog koje imam blaženi smešak čim pritisnem play dugme i čujem A Beautiful Mine. To je onaj prvi utisak koji me upecao.

Ali ono što me zadržalo na udici nisu lepe krpice i dekor. Svašta nešto se tu nauči. Nekada se prodavalo ono što proizvodjač želi. Jednostavno, informacije o ponudjenom proizvodu su bile šture, da ne kažem nije ih bilo, osim onih koje su servirane od strane kreatora istog. Znali smo samo ono što su oni hteli da znamo. Moglo se lako manipulisati percepcijom. Jasno je da je danas situacija obrnuta. Informacije su svuda dostupne, povezani smo “k’o creva”. Činjenica je da se pre pojavi i prenese informacija na društvenim mrežama nego u bilo kojim drugim profesionalnim medijima. Sve je mnogo transparentnije. I potrošač sam traži providnost, jedva čekaju da vas ogole, i bogo moj kako se obraduju kad nadju nesto nepristojno.

Pa zašto se onda truditi prikriti (pokriti) se?  Zašto ne bi smo dali publici ono što traži, oslušnuli šta imju reći? Jer onda se on oseća bitnim, važnim,sujeta mu je zadovoljena. A i naš san miran.

Hajde onda da ta naša reklama u prvi plan ne stavlja boje i opšte narodno veselje, nego da im pokaže onaj deo “a šta ja imam od toga”. Davno je prošlo vreme kad je Lucky Strike bio “zdraviji od ostalih cigareta”.

Kad vidim u reklami kako se pregača umrlja istovremeno sa šest različitih soseva i ona skorela mrlja počne okretati u bubnju veš mašine, ne da neću da kupim deterdžent koji to opere, nego ću celoj skupini zvanoj “rodbina i prijatelji” da razglasim kako me taj deterdžent gleda sa TV-a u oči i laže.

I tako, htedoh samo preporučiti da gledate MadMen i učite kako se nekad prodavalo i kako danas ne treba tako prodavati.

 

 

 

 

I truly enjoy watching that series for  various reasons, that can be put in two categories : pathetic and constructive.

Actually,  all of today series can be, more or less, characterized as pathetic and/or constructive. No, no, it is not Dallas/Dynasty  that is latino-american that is Indian that is Turkish series the only ones full of pathetic scenes. Although that is where a rush of tragic emotions  appeared for the first time. And so producers of all the genres realized where the gold mine is. Following, today every segment of film industry has at least one sequence of She who is unlucky in love (will never understand how unlucky and love can stand together), or God forbid a plot with third, fourth…tenth character.

Just to make sure we are on the same page, the producers were not the ones who forced these “tears&sins”-plots under our noses, it is what the audience asked for. Sorry, most of the audience..But that should be a theme for a new post. So, let us get back to the MadMen.

Everything served by The Marketing are emotions, which make us or not hooked to the product. That would be usual or better to say basic marketing. But a Successful Marketing is the one that serves a constructive reason for attaching to a particular product. My love for retro, revolutionary sixties and fashion of that period, that is the tearjerker causing a smile on my face every time I push play button and hear A Beautiful Mine. That is a first impression that got me on the hook.

What kept me hanging there were not décor and pretty clothes. You can learn a lot there. Once upon a time manufacturers would sell what manufacturers wanted. It was simple, lack of information on a product and the ones that were available were generated by the manufacturers. So we new only what they wanted us to. Perception was easy to manipulate with. It is clear that today we have reversed situation. Information are available everywhere in any given moment to anyone.. The fact is that the info will appear and we forwarded faster at online social networks than trough any other media. Everything is more transparent. And the consumers themselves ask for the transparency. They can not wait to see you naked. Oh my, what a joy it is for them when they find something inappropriate there underneath!

Well then, why should we hide(cover) ourselves? Why would not we give the audience what they want, listen for a moment about their needs? Because that is when they feel important, their vanity is satisfied. And we sleep peacefully.

Let us instead of emphasizing the colors and tearjerkers put in foreground the part with “what’s in there for me?” . It has been a while since the Lucky Strike was “healthier than other cigarettes”.

When I see in a commercial apron with a ugliest hardcore stain ever spinning in a washer machine, not only that I am not going to buy the detergent which will wash that  stain, but I am going to let know the whole bunch of friends&family that that particular detergent can look me in the eyes from the TV screen and lye to me!

So, I just wanted to recommend you to watch MadMen and learn how it all started and how it should not be done today.

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2 Comments

Posted by on November 1, 2011 in Jesen

 

2 responses to “MadMen

  1. Pero Markovic

    November 1, 2011 at 8:22 pm

    Koja je poenta gledati/uciti nesto kako ne treba, uvijek je bolje obratno cak i kada nisu ti izvori na dohvat ruke.

     
  2. seasonofcooking

    November 1, 2011 at 9:03 pm

    U ovom slucaju npr podsetis se kako je to nekad izgledalo bez interneta i tako laganog pristupa i distribucije podataka/informacija kao što je danas.

     

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