ADVERTISING

1
Chapter 11

• ADVERTISING
• and
• Commercial Culture

2
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?

3
ADVERTISING IS PERVASIVE

• Has American life become too commercialized?
• What do you think?

4
What has been the CULTURAL and SOCIAL IMPACT of
advertising on 20th-century American society?
5
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

6
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?

7
Early Developments in Advertising

• first advertising agencies
• trademarks and packaging
• patent medicines and department stores
• large manufacturers

8
Advertising and Social Change

• How did advertising contribute to major social
  changes in America?

9
Role of advertising in social change

• influenced shift to consumer-driven society
• promoted technological advances
• encouraged economic growth by increasing sales
• recognized women as primary decision-makers about
  consuming

10
Early regulation of advertising

• Better Business Bureau (1913)
• Audit Bureau of Circulation (1914)
• Federal Trade Commission (1914)
• American Association of Advertising Agencies
  (1917)

11
AMERICAN ADVERTISING TODAY

• early ads were slogan-driven, oriented around
  words
• growing influence of visual design
• What advertisements do you feel are memorable and
  effective?

12
The Mega-Agency in Advertising

• worldwide regional offices
• provide advertising and PR services
• often have radio and TV production studios
• What are some concerns about the power of
  mega-agencies?

13
STRUCTURE OF AD AGENCIES

• MARKET RESEARCH
• CREATIVE DEVELOPMENT
• MEDIA SELECTION
• ACCOUNT SERVICES

14
Market Research

• Demographics
• Psychographics
• Values and Lifestyles (VALS)

15
CREATIVE DEVELOPMENT of ADS

• ads as a commercial art form
• writers and artists
• scripts, storyboards, graphics, music, images

16

• PERSUASIVE TECHNIQUES in ADVERTISING

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Conventional Persuasive Strategies

• famous-person testimonial
• plain-folks pitch
• snob-appeal approach
• bandwagon effect
• hidden-fear appeal
• irritation advertising

18
The ASSOCIATION Principle

• to associate a product with a cultural value or
  image that has a positive connotation
• opposite principle the DISSOCIATION strategy

19
MYTH ANALYSIS

• Myth analysis provides insights into how ads
  tell stories that are important to our society

20
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

21
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?

22
CRITICAL ISSUES IN ADVERTISING

• Children and Advertising
• Advertising in Schools
• Health and Advertising

23

• Do YOU think there should be regulations placed
  on advertising?

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Who regulates or monitors advertising? Who
protects the consumer?

• State and federal legislation
• Oversight watchdog agencies
• Professional organizations

25
Advertising and the Internet

• banner ads
• paid positive reviews, weighted search engine
  results
• affiliate referrals (links)
• direct marketing based upon personal data
  collected on web sites

26
ADVERTISING AND DEMOCRACY

• What are some major issues in political
  advertising?
• What role does, and should, advertising play in a
  democratic society?