1. 5/22/2015MIT3214 terms/concepts1 Key Terms/Concepts MIT3214g

2. 5/22/2015MIT3214 terms/concepts2 Criticisms of Advertising 1. Liberal (economic) 2. Neo-Liberal (K. Galbraith; V. Packard) 3. Marxist

3. 5/22/2015MIT3214 terms/concepts3 Liberal Critique of Advertising Economic Functions 1. Wasteful Inefficient unnecessary cost to goods inter-brand competition

4. 5/22/2015MIT3214 terms/concepts4 Liberal Critique 1. Monopoly/Oligopoly Power: 1. protect brand leaders 2. entrance barriers 3. impede market forces 4. raise prices

5. 5/22/2015MIT3214 terms/concepts5 Challenges to Liberal Critique 1. Research (Pope, Nicosia) 1. Ad. beneficial from ec. Point? 2. monopoly critique/ barriers to competition? 1. low A. spending (tobacco) 2. high A. spending (auto, fast-food)

6. 5/22/2015MIT3214 terms/concepts6 Social Democratic Critique (Neo-Liberal) 1. Modern Ad./oligopoly 2. Realization 1. 2nd Industrial Revolution 2. market-control 3. system of commercial persuasion 4. A: simple notices to core of modern capitalism

7. 5/22/2015MIT3214 terms/concepts7 Social Democratic Critique 1. Manipulative: ‘false needs’, excess consumption 2. Reification 1. social/personal needs met w/ goods 2. consumption as happiness

8. 5/22/2015MIT3214 terms/concepts8 Social Democratic critique 1. J. K. Galbraith, Affluent Society (1958) 2. firm main decision-maker 3. A. serve producer via consumer demand 4. state planning for social needs 5. “social welfare capitalism” 6. toothpaste brands/hospital beds

9. 5/22/2015MIT3214 terms/concepts9 Marxist Critique 1. A. vital to modern capitalism 2. Oligopoly capitalism 3. Realization (Historical Explanation)

10. 5/22/2015MIT3214 terms/concepts10 Marxist Critique (R. Williams) A. as “Magic System” “System” Oligopoly Capitalism Realization “Official Art” Commercial Media

11. 5/22/2015MIT3214 terms/concepts11 Williams: Magic System “Magic” 1. goods into signifiers 2. validate object via social/ personal meanings 3. “Not materialist enough” 4. people as users; people as consumers 5. use value/exchange value

12. 5/22/2015MIT3214 terms/concepts12 Use ValueExchange Value 1. Needs/uses 2. Material/tangible 3. essential 4. transparency 5. Labor-time 6. Natural 7. Incomparable 8. Objects of utility 1. Wants/desires 2. Abstract 3. artificial 4. mystification 5. Money system 6. Socially constructed 7. Logic of equivalency 8. Commodity fetishism

13. 5/22/2015MIT3214 terms/concepts13 Commodity Fetishism (Marx) 1. Production severed from consumption 2. Goods reveal (social communication) 3. Goods conceal (social relations production) 4. Fetishism: appearance of things masks who/how made Columbia Bicycles; Karastan; Bacardi

14. 5/22/2015MIT3214 terms/concepts14 Product-As-Information 1. Marxist ideal 2. product as focus of ad 3. utility/quality/price/user benefits 4. limited reference to user 5. “rational” product description 6. Historical overview

15. 5/22/2015MIT3214 terms/concepts15 Marxism/Ad/False-Real Needs 1. A. --false needs/otherwise not develop 2. False Needs 1. superimposed on individual 2. Marcuse: people “not free” determine real needs 3. Real Needs? Examples 1. problematic

16. 5/22/2015MIT3214 terms/concepts16 Neo-Liberal: False Needs 1. A. not create false needs; exploit existing needs 2. target vulnerable psychological areas

17. 5/22/2015MIT3214 terms/concepts17 Hierarchy of Needs

18. 5/22/2015MIT3214 terms/concepts18 Reification satisfy social/personal needs w/ purchases A. cultural function: consumption produces happiness, self- fulfillment, self-actualization, etc.

19. 5/22/2015MIT3214 terms/concepts19 Marxist: A. as Social Control/Ideology 1. Non-collapse of capitalism 2. Define self as consumer, not worker 3. Consumption where exercise control 4. Ideological manipulation of capitalism 5. A. & world without social conflict

20. 5/22/2015MIT3214 terms/concepts20 Defences of Advertising 1. Rational Information Seeker/Consumer Sovereignty 2. Marketing Concept 3. Myth of Manipulation 4. History: Wholesaler-Manufacturer Power Struggle 5. Advertising as Art and Symbolism

21. 5/22/2015MIT3214 terms/concepts21 Consumer Sovereignty 1. Consumers influence production 2. C. creates wants/needs 1. little ad influence 3. C: knowledgeable, informed 4. A. as Information 5. Advertiser mantra

22. 5/22/2015MIT3214 terms/concepts22 Marketing Concept 1. A. match products to pre-existing needs/wants 2. From “selling” to “marketing” paradigm 1. 4 Ps 3. Rational consumer; responsible producer 4. Efficiency of marketing economy

23. 5/22/2015MIT3214 terms/concepts23 Manipulation Myth 1. Limitations of Advertising/Promotion 1. Lack ability to manipulate 2. Market research little predictive power 2. Tap into/Accelerate trends, not create new 3. Ad clutter

24. 5/22/2015MIT3214 terms/concepts24 Historiography 1. Marxist: “Realization” 2. Manufacturer/Wholesaler- Retailer Power Struggle 1. Branding/DTC ads 2. Higher prices, less price competition 3. Ivory Soap vs. Soap X

25. 5/22/2015MIT3214 terms/concepts25 A. as Art/Symbolism 1. A. as popular art 2. think abstractly 3. Symbolism/goods as age-old human need 4. “Want/desire symbolism of A.”

26. Constructing Consumers (Aldridge) 5/22/2015MIT3214 terms/concepts26 Dominated Dominant Instrumental Expressive Consumer Victim Cultural Dupe Rational Actor Communicator