Chapter 11: Advertising and the Commercial Culture.

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Presentation transcript:

Chapter 11: Advertising and the Commercial Culture

Some guiding questions zHow did advertising develop? zHow did advertising help transform America into a consumer society? zWhat are some persuasive advertising techniques? zWhat is the role of advertising in a democratic society?

ADVERTISING IS PERVASIVE Has American life become too commercialized? What do you think?

What has been the CULTURAL and SOCIAL IMPACT of advertising on 20th-century American society?

Social and Cultural Transformations zShift from agrarian, small-town life to urban, consumer-driven lives zAssociated with capitalist economic system zBoth creates and satisfies our desires and needs as consumers zUndergirds all our mass media industries

“Ads are the economic glue that holds the media together.” zHow did it come to be this way? zWas it inevitable? zHow does advertising affect our lives?

EARLY DEVELOPMENTS IN ADVERTISING z First advertising agencies z Trademarks and packaging z Patent medicines and department stores z Large manufacturers

Advertising and Social Change zHow did advertising contribute to major social changes in America?

Advertising’s role in social change z Influenced shift to consumer-driven society z Promoted technological advances z Encouraged economic growth by increasing sales z Recognized women as primary decision-makers about consuming

EARLY REGULATION OF ADVERTISING zBetter Business Bureau (1913) zAudit Bureau of Circulation (1914) zFederal Trade Commission (1914) zAmerican Association of Advertising Agencies (1917)

AMERICAN ADVERTISING TODAY zEarly ads were slogan-driven, oriented around words. zToday, there is an increasing influence of visual design. zWhat advertisements do you feel are memorable and effective?

THE MEGA-AGENCY IN ADVERTISING zWorldwide regional offices zProvide advertising and PR services zOften have radio and TV production studios zWhat are some concerns about the power of mega- agencies?

STRUCTURE OF AD AGENCIES zMARKET RESEARCH zCREATIVE DEVELOPMENT zMEDIA SELECTION zACCOUNT SERVICES

Market Research zDemographics zPsychographics zValues and Lifestyles (VALS)

CREATIVE DEVELOPMENT OF ADS zAds as a commercial art form zWriters and artists zScripts, storyboards, graphics, music, images

PERSUASIVE TECHNIQUES in ADVERTISIN G

CONVENTIONAL PERSUASIVE STRATEGIES zFamous-person testimonial zPlain-folks pitch zSnob-appeal approach zBandwagon effect zHidden-fear appeal zIrritation advertising

THE ASSOCIATION PRINCIPLE zTo associate a product with a cultural value or image that has a positive connotation zOpposite principle: the DISSOCIATION strategy

MYTH ANALYSIS Myth analysis provides insights into how ads “tell stories” that are important to our society.

Common mythical elements zAds as mini-Narratives, with characters, settings and plots. zPlots involve Conflict between characters or social values. zConflicts 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 zChildren and Advertising zAdvertising in Schools zHealth and Advertising

Do You think there should be regulations placed on advertising?

Who regulates or monitors advertising? Who protects the consumer? zState and federal legislation zOversight “watchdog” agencies zProfessional organizations

ADVERTISING AND THE INTERNET zBanner ads zPaid positive reviews, weighted search engine results zAffiliate referrals (links) zDirect marketing based upon personal data collected on web sites

ADVERTISING AND DEMOCRACY zWhat are some major issues in political advertising? zWhat role does, and should, advertising play in a democratic society?