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Uncanny In Advertising

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Advertising messages that increased parallel to increasing competition resulted in attempts of the target audience at evading/avoiding these messages. Target audience that have become used to classical forms of advertising for which it is claimed that they no longer give attention (Balasubramanran et al, 2006; Dark and Ritchie, 2007) are now known in accordance with the expressions of Rutherdford (1994) as “bored of” or even “angry at” advertising. However, advertisers and advertising agencies did not waste time in finding ways to reach this bored and angry target audience via new forms of advertising. This whole set of strategies and tactics for the new forms “blurred” the borders of advertising. Undoubtedly, it was not only the “target audience …show more content…

In this case, it is possible to put forth that advertising exhibits an “uncanny” manner. The uncanny of advertising stems from its “unfamiliar”, “extraordinary” new stances that it borrows from guerrilla tactics. Here, the sides of guerrilla advertising once again act as if. “…the weak use guerrilla tactics against the strategies of the powerful, they make sudden attacks to their texts or structures, they continuously use tricks that will mislead the system” (Fiske, 1996: 32) . Nufer (2013: 5) states that guerrilla advertising applications which suspend the monotony of daily life and advertising by incorporating different emotions from fear to fun are located in a grey zone in between what is legal and what is not, what is ethical and what is not since it violates …show more content…

Graffiti as an urban art form is either tried to be ruled out by urban management due to the justification that it occupies public space without any authorization or it is tried to be used for the efforts of transforming the cultural capital into economic capital. Guerrilla advertising by Coca-Cola in the form of stencil graffiti on the streets of New Orleans and most prominently on the sidewalks of the French Quarter which is one of the historical areas of the city were banned by the municipality during the NCAA men 's basketball championship in April 2012 sponsored by Coca-Cola itself (McCarty, 2012). Again, the sticker guerrilla advertising placed on Madison Avenue sidewalks by Sony Corporation in July 2011 were removed by the authorities due to the excuse that they were not legal (Foderaro, 2011). In addition, despite the fact that municipalities use advertising as a source of income, it can be stated that an understanding of ad-free cities is becoming popular with the support of “anti-advertising” and “environmentalist” tendencies. The “Clean City Law” enacted by Sao Paola municipality of Brazil in 2006, banning of billboards in 2009 in states of Vermont, Maine, Hawaii and Alaska in the United States of America, banning of street advertising by the Grenoble Municipality of France in 2014 and the decision to plant trees in their place (Mandawi,

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