You know, just when I think I can’t get any more frustrated with how idiotic the entire universe seems to be when it comes to teh intarnetz, I run across this. Dior: “OH NOEZ! OUR ADVERTISEMENTS ARE BEING SEEN BY MORE PEOPLE THAN WE INTENDED, FOR A LONGER PERIOD OF TIME THAN WE INTENDED, AND WE AREN’T PAYING FOR IT! FUCK!!!! THIS IS SO BAD!!! WE NEED TO TAKE LEGAL ACTION!!!”
Only possible comment:
Snark aside, this isn’t even an issue of copyright or artistic license — the only thing I could possibly understand if the companies were frustrated if these were not approved and “final” ads and they somehow “distort” brand integrity? If anything, one would think that perhaps the magazine would be frustrated that the blog’s circulation of ad campaign images on “untrustworthy” and “unprofessional” blogs was somehow damaging the exclusivity of the ad buy and might somehow threaten their ability to charge totally inflated exorbitant prices for ad placements. When I was 16, I definitely used to buy magazines just to tear out the Juergen Teller Marc Jacobs ads to put on my wall, and whether or not kids are now printing the crappy JPGs off TFS or their blogs or whatever before the magazines come out seems to damage nobody other than the magazine. Who are already pretty damaged. Yet it’s the advertisers throwing a hissy fit?
It’s not like music, where you can debate whether the MP3 is the advertisement (for a show, merch, brand, etc) or the product (something with value) — we are talking about promotional images here, images which serve no function other than to promote a brand and encourage purchase of the items photographed, images which are meant to be seen by as many people as humanly possible because, in theory, more impressions —> more purchases.
Especially considering all the recent hoopla about how in fashion, an editorial blog placement/endorsement has more effect on retail than a billboard or Vogue ad spread, it’s seriously nothing short of stunning that any brand on the planet would get that up in arms about not having to pay for more effective, longer-running advertising for free.