This weekend I created a “media diary” to record all of the brands and logos that I come across on a daily basis. I wasn’t surprised by the high volume of media messages I came across, but I found it interesting how many I didn’t pay any attention to. I also found that the further from my house I got, the fewer brands or messages I paid attention to. Obviously the posters and logos that I have pinned to my bedroom walls are of interest to me. I’ll pay attention to any ads or messages that these brand are sharing because I know and like the product, and what they do is of interest to me. But as I moved away from the house towards campus and downtown, the less attention I paid to signs, billboards and logos that I wasn’t familiar with. Ellensburg has a lot of agricultural and auto repair shops. Both of which I have no interest or background in, so I found myself paying more attention to the music in my car rather than the logos passing my peripheral vision.
The time I spend online and on social media is the same way. My home page and favorites bar is tailored to my interests, and unless the pop-up or ad on the side of the screen has to do with my hobbies or interests there’s no way I’m clicking on it. The amount of logos online did surprise me a little bit, maybe because I tend to associate logos online with a program or user experience rather than a physical product. Growing up with a social media presence, email and cell phone makes me think that us 90’s babies are being exposed to more messages, brands and advertisements than anyone before us. In doing so we have each developed a system that allows us to sift through the massive amounts of information. Only brands that have done something more traditional advertising will win our attention.