Some guiding questions
How did advertising develop?How did advertising help transform
America into a consumer society?What are some persuasive
advertising techniques?What is the role of advertising in a
democratic society?
Social and Cultural Transformations
shift from agrarian, small-town life to urban, consumer-driven lives
associated with capitalist economic system
both creates and satisfies our desires and needs as consumers
undergirds all our mass media industries
“Ads are the economic glue that holds the media together.”
How did it come to be this way?
Was it inevitable?How does advertising
affect our lives?
Early Developments in Advertising
first advertising agenciestrademarks and packagingpatent medicines and
department storeslarge manufacturers
Role of advertising in social change
influenced shift to consumer-driven society
promoted technological advancesencouraged economic growth by
increasing salesrecognized women as primary
decision-makers about consuming
Early regulation of advertising
Better Business Bureau (1913)Audit Bureau of Circulation
(1914)Federal Trade Commission (1914)American Association of
Advertising Agencies (1917)
AMERICAN ADVERTISING TODAYearly ads were slogan-driven,
oriented around wordsgrowing influence of visual designWhat advertisements do you
feel are memorable and effective?
The Mega-Agency in Advertising
worldwide regional officesprovide advertising and PR servicesoften have radio and TV production
studiosWhat are some concerns about the
power of mega-agencies?
CREATIVE DEVELOPMENT of ADS
ads as a commercial art form
writers and artistsscripts, storyboards,
graphics, music, images
Conventional Persuasive Strategies
famous-person testimonial
plain-folks pitchsnob-appeal approachbandwagon effecthidden-fear appealirritation advertising
The ASSOCIATION Principle
to associate a product with a cultural value or image that has a positive connotation
opposite principle: the DISSOCIATION strategy
MYTH ANALYSIS
Myth analysis provides insights into how ads “tell stories” that are important to our society
Common mythical elements
ads as mini-NARRATIVES, with characters, settings and plots
plots involve CONFLICT between characters or social values
conflicts are negotiated or RESOLVED by using or purchasing the advertised product
COMMERCIAL SPEECH and the REGULATION of ADVERTISING
Does the First Amendment apply to commercial speech -- that is, any print or broadcast expression for which a fee is charged?
CRITICAL ISSUES IN ADVERTISING
Children and Advertising
Advertising in SchoolsHealth and
Advertising
Who regulates or monitors advertising? Who protects the consumer?
State and federal legislationOversight “watchdog”
agencies Professional organizations
Advertising and the Internet
banner adspaid positive reviews, weighted
search engine resultsaffiliate referrals (links)direct marketing based upon
personal data collected on web sites
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