Cybernetics

In an interview with the Kanas City Star, Howard Luke Gossage quoted 'it is not only wrong to attempt to influence an audience without involving it, but it is unethical and dishonest.' Gossage theory of advertising was rarely to influence an audience to buy something, however was a method of interacting with them to build a rapport with his audience. By doing this he would receive feedback which he could translate and use towards his future campaign ideas. Gossage's approach was to use media to connect to his audience, however did this to start a conversation with them, rather than directly talk to them. However Gossage was years ahead of his time which meant he had to wait months before he could receive any feedback from the audience, which limited his time to create his next campaign. This was due to the lack of technology during Gossage's time, however the development of the internet and social media sites has benefitted cybernetics and pushed the model forward.

The creation of the internet and social medias sites such as Youtube, Facebook and other internet based communication sites has opened up the door for audiences to get involved at the click of a button. This means advertisers can receive quick and direct feedback from people all around the world in seconds.

A hunter shoots a bear link

An example of cybernetic advertising is the Tipp-Ex advert - 'A hunter shoots a bear, which is shown in a link above  This advert consists of two huntsman camping in the woods, when a large bear catches them by surprise by walking into their campsite. The huntsmen in shot who was initially brushing his teeth before the bear intruded, leaps towards his rifle and aims it in the direction of this large animal. This is then followed by a bombardment of panic from the other huntsman that desperately urges his fellow huntsman to shoot the bear. The huntsman with his rifle pointed at bear nervously refuses by repeatedly responding 'I can't, I can't.' The ad then finishes with the two options appearing on the screen for the viewer to chose from, 'shoot the bear' or don't shoot the bear.' Which ever option the viewer clicks on, takes them to a new video link in which the huntsman with the rifle again refuses to shoot the bear and takes a large Tipp-Ex roller and erases the word shoot from the title 'a huntsman shoots a bear.' The huntsman then says 'help me re-write this story, type anything you want with your keyboard and enjoy.' This then gives the audience the opportunity to fill in the gap that 'shoot' once was to anything they want, such as kiss, fight, marry etc. In which a follow up video will appear to fit the ending the audience has personally written.

This advert stood out to me because it was one of the first clear-cut interactive adverts I had seen that gives the audience the opportunity to depict the ending. By empowering the
audience to decide the adverts ending, promotes the chance for feedback from the audience to be provided in the Youtube comments below. This is also generates word of mouth for the viewers to talk about their own personal experiences with each other and discuss different endings that they have created. This advert represents cybernetics from the interaction aspect and the feedback opportunities the ad offers.