Macy's March...

As discussed in class, vertical integration is a powerful tool used by media. I observed this during the Macy’s Day Parade. Primarily in the relationship to the floats in the parade, as well as the commercials that came on during the break. I found myself wondering if they had actually taken a commercial break, or if the balloon was still on the screen.
Of course, I do not mean that literally. I can tell the difference between a commercial and ‘programming’. But what happens when the programming has become an advertisement in itself? That is clearly what has happened in the Macy’s Day parade and I believe it is working to the advantage of everyone involved.
The first profit-eer is Macy’s itself. This department store carries all of the products featured during commercials AND featured characters and bands in the floats. So, as viewers gather in front of the television for some pre-dining entertainment while the turkey cooks, they’re receiving prompting to purchase items that can be found in the sponsor’s store.
Secondly, advertising is found not only in the commercials, but throughout the program. Each float features a product, like the Pillsbury dough boy. And if the float has no commercial theme, they slap an up and coming artist who is preparing a new album release in the coming holiday season. So, it is clear that the advertising is taking place on multiple levels.
Lastly, the commercials reflect the very same products that are featured on the floats as well as products that Macy’s themselves feature. It is essentially some large Macy’s fetish. Self-gratifying and vertically integrated. So next time you’re watching featured programming, just remember who’s sponsoring it and how many advertisements you spot.