Social Contract

Social Contract

We give brands our attention in exchange for something we find valuable. 

Each brand needs awareness to sell, so they need customers’ attention.  In generally speaking, all brands are active and audiences are passive, it brings the companies or agencies to think hard in order to find ways how they could create the brand awareness and draw people’s attention.

For example, companies or sponsorships will bring events to town.  Last year the World EXPO took place in Shanghai, to bring the attention to audiences, Coke Company offered free cokes for the visitors to EXPO.  The visitors were from all over the world and it was a good decision to make this strategy happen. 

Online advertising becomes more and more popular nowadays.  Younger generations tend to use Internet more.  High fashion and electronically brands are using online advertising increasingly.  For instance, PRADA just released fall/winter 2010 fashion show around the same time with live on TV.