The Gruen Transfer: The paradoxical ritual of advertisers exposing advertising

Nicholas Carah, Sven Brodmerkel

Research output: Contribution to journalArticleResearchpeer-review

Abstract

Popular representations of the advertising industry are marked by both celebrations of its creativity and criticisms of its manipulative or ideological role in the consumer society. One long-standing aspect of this ambivalence is the creation and popularity of ‘confessional’ accounts published by the industry’s leading practitioners. The highly successful Australian television programme The Gruen Transfer is a contemporary articulation of advertising professionals offering an ‘insider’ view and critique of advertising to the public. This article critically examines the first three seasons (2008–2010) of The Gruen Transfer in order to analyse how advertising professionals on the programme offer the public the opportunity to understand how advertising ‘works on them’. We analyse the practices of ‘exposing’ advertising The Gruen Transfer panellists employ and consider how these practices of exposure are part of the work of managing advertising. We argue that the panellists’ narrative of exposure celebrates rather than critiques the role of advertising in society. By claiming the space where such a debate might be facilitated The Gruen Transfer stabilizes advertising as a mechanism for creating brand value.
Original languageEnglish
Pages (from-to)345-360
Number of pages16
JournalInteraction: Studies in Communication and Culture
Volume3
Issue number3
DOIs
Publication statusPublished - 2012

Fingerprint

religious behavior
advertising industry
consumer society
television program
ambivalence
popularity
creativity
criticism
narrative
Values

Cite this

@article{44e6ea7700774ba8ba0fa8f27f54bd18,
title = "The Gruen Transfer: The paradoxical ritual of advertisers exposing advertising",
abstract = "Popular representations of the advertising industry are marked by both celebrations of its creativity and criticisms of its manipulative or ideological role in the consumer society. One long-standing aspect of this ambivalence is the creation and popularity of ‘confessional’ accounts published by the industry’s leading practitioners. The highly successful Australian television programme The Gruen Transfer is a contemporary articulation of advertising professionals offering an ‘insider’ view and critique of advertising to the public. This article critically examines the first three seasons (2008–2010) of The Gruen Transfer in order to analyse how advertising professionals on the programme offer the public the opportunity to understand how advertising ‘works on them’. We analyse the practices of ‘exposing’ advertising The Gruen Transfer panellists employ and consider how these practices of exposure are part of the work of managing advertising. We argue that the panellists’ narrative of exposure celebrates rather than critiques the role of advertising in society. By claiming the space where such a debate might be facilitated The Gruen Transfer stabilizes advertising as a mechanism for creating brand value.",
author = "Nicholas Carah and Sven Brodmerkel",
year = "2012",
doi = "10.1386/iscc.3.3.345_1",
language = "English",
volume = "3",
pages = "345--360",
journal = "Interaction: Studies in Communication and Culture",
issn = "1757-2681",
publisher = "Intellect Ltd",
number = "3",

}

The Gruen Transfer : The paradoxical ritual of advertisers exposing advertising. / Carah, Nicholas; Brodmerkel, Sven.

In: Interaction: Studies in Communication and Culture, Vol. 3, No. 3, 2012, p. 345-360.

Research output: Contribution to journalArticleResearchpeer-review

TY - JOUR

T1 - The Gruen Transfer

T2 - The paradoxical ritual of advertisers exposing advertising

AU - Carah, Nicholas

AU - Brodmerkel, Sven

PY - 2012

Y1 - 2012

N2 - Popular representations of the advertising industry are marked by both celebrations of its creativity and criticisms of its manipulative or ideological role in the consumer society. One long-standing aspect of this ambivalence is the creation and popularity of ‘confessional’ accounts published by the industry’s leading practitioners. The highly successful Australian television programme The Gruen Transfer is a contemporary articulation of advertising professionals offering an ‘insider’ view and critique of advertising to the public. This article critically examines the first three seasons (2008–2010) of The Gruen Transfer in order to analyse how advertising professionals on the programme offer the public the opportunity to understand how advertising ‘works on them’. We analyse the practices of ‘exposing’ advertising The Gruen Transfer panellists employ and consider how these practices of exposure are part of the work of managing advertising. We argue that the panellists’ narrative of exposure celebrates rather than critiques the role of advertising in society. By claiming the space where such a debate might be facilitated The Gruen Transfer stabilizes advertising as a mechanism for creating brand value.

AB - Popular representations of the advertising industry are marked by both celebrations of its creativity and criticisms of its manipulative or ideological role in the consumer society. One long-standing aspect of this ambivalence is the creation and popularity of ‘confessional’ accounts published by the industry’s leading practitioners. The highly successful Australian television programme The Gruen Transfer is a contemporary articulation of advertising professionals offering an ‘insider’ view and critique of advertising to the public. This article critically examines the first three seasons (2008–2010) of The Gruen Transfer in order to analyse how advertising professionals on the programme offer the public the opportunity to understand how advertising ‘works on them’. We analyse the practices of ‘exposing’ advertising The Gruen Transfer panellists employ and consider how these practices of exposure are part of the work of managing advertising. We argue that the panellists’ narrative of exposure celebrates rather than critiques the role of advertising in society. By claiming the space where such a debate might be facilitated The Gruen Transfer stabilizes advertising as a mechanism for creating brand value.

U2 - 10.1386/iscc.3.3.345_1

DO - 10.1386/iscc.3.3.345_1

M3 - Article

VL - 3

SP - 345

EP - 360

JO - Interaction: Studies in Communication and Culture

JF - Interaction: Studies in Communication and Culture

SN - 1757-2681

IS - 3

ER -