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December 1, 2008

“purpose-ideas are articulated via social objects, not messages”

6 Comments

[Close-up of Desert­Ma­nahat­tan. India Ink on Can­vas… gor­geous. Click on image to enlarge etc.]
Let me say it one more time: “Purpose-Ideas are arti­cu­la­ted via Social Objects, not Mes­sa­ges.“

Click on the links in the above sen­tence to see what I’m tal­king about [espe­cially Link Num­ber Three].
Mark Earls says the future of adver­ti­sing is not in mes­sa­ges. Which means if you’re currently in adver­ti­sing, you’ll be asking your­self, what IS the post-message future? At the moment, you get paid to craft mes­sa­ges. So what will you craft in their place?
Short ans­wer: Social Ges­tu­res.
As I’m fond of repea­ting, Social Ges­tu­res beget Social Objects.
Exactly.

Tags: Desertmanhattan, Mark Earls, Purpose Idea, Social Gestures, social Objects

6 Responses to ““purpose-ideas are articulated via social objects, not messages””

1. Linda - P O N O R says:

   December 1, 2008 at 2:27 PM

   4x8ft… Well…That’s two squa­res side by side and/or defi­ni­tely some kinda lands­cape — curious to see where this takes you next… (Your calli­graphy is fascinating.)
2. KAPITEL says:

   December 1, 2008 at 3:16 PM

   …here‘s hoping then or pre­su­ming the­re­fore that your Stormhoek bill­board is slap bang in the middle of nowhere, beyond the hori­zon, a long hike from the high­way and avai­la­ble for vie­wing to no one but pis­mi­res, ter­mi­tes, eagles and pas­sing ban­do­le­ros.
   We‘re too far away to sten­cil it up with bubo­nic rats unfor­tu­na­tely but if we could we would.
3. Isabel Parlett says:

   December 1, 2008 at 6:39 PM

   very inte­res­ting.
   I am curious how you define mes­sage — it seems in this case you mean “manu­fac­tu­red feel-good soun­ding load of b.s. used in mar­ke­ting.“
   Whe­reas I think of mes­sage as “dee­pest, most pro­found con­cepts and ideas you are here to share.“
   Hmmm, one of us needs a new word.
   Isabel
4. Bill Sanders says:

   December 1, 2008 at 11:52 PM

   Fee­ling late to the party, but I’m now engros­sed in “Wel­come to the Crea­tive Age — Bana­nas, Busi­ness and the Death of Mar­ke­ting.” Thanks for the reco…great food for thought.
5. Patrick says:

   December 4, 2008 at 3:25 PM

   Hey Hugh,
   I think the Hawthorn effect does a great job in explai­ning the scien­ti­fic rea­sons behind the bene­fits of Social objects. This article explains it..
   http://netpromoter.typepad.com/paul_marsden/2007/03/nps_and_adverti.html
6. Patrick says:

   December 4, 2008 at 3:29 PM

   And this one does a even bet­ter job:
   http://netpromoter.typepad.com/paul_marsden/2007/03/nps_and_adverti.html