THE FUTURE OF MONEY Bernard A. Lietaer - library.uniteddiversity ...

series of tied in products simultaneously. Avis Rent-A-Car, BMW,
Smimoft vodka, Visa international and Heineken have all announced
tie-in promotions. For instance, panels of the 007 star will grace
point-of-sales displays wherever Heineken beer is sold; and in the
film, 007's BMW smashes spectacularly into a Heineken beer truck.
· 'Virtual Advertising', the use of digital computer images which
are inserted in TV scenes, started in sports events (e.g. a giant Cola ad
appears live in the middle of the playing court), but have now spread
to entertainment programming as well. It enables an Evian bottle to
be placed on a table, or a fashion retailer's shopping bag in a hotel
lobby, where none were at the moment of the original shoots. These
ads in live programming are more impactful than those in the breaks,
because 'people pay more, attention during the show than during a
commercial and because the inserted ads can be changed for different
reruns and markets. This makes the debate over the colouring of old
black-and-white movies look quite quaint.
· The Academy of Arts and Television - the organisation that hands
out the Emmy awards - decided in 1997 to add a new 'Best
Commercial' category. After all, the most talented people in the
industry and a lot mom money go into producing TV ads than into
the programmes themselves. On the other hand, Dr Marty Rossman,
director of the Academy of Guided Images, which has pioneered the
use of imagery for medical purposes, claims that advertising should
be considered 'pollution for the imagination'. He says that the use
and abuse of the most powerful images to make people feel
incomplete has enormous consequences in social and health costs.
The most powerful archetypes, from the female body to subliminal
colour combinations, are quite effective at selling products, but at
what psychological cost?
Unlike other species, over at least the last 300,000 years, humans
have evolved a genetically built-in need to ponder and celebrate the