newhousesu com 107 communications and society #nh1074ward - ch. 10 slideshow
DESCRIPTION
#NH1074Ward COM 107 is the Communications and Society class at the S.I. Newhouse School of Public Communications taught by DR4WARDTRANSCRIPT
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Advertising and Commercial
Culture
Chapter 10
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Early Developments in American Advertising
• Advertising used in antiquity• 1704: First newspaper ads in America• Most U.S. magazines had advertising by mid-1800s.• Earliest ad agencies were newspaper space brokers.
• Bought newspaper space, sold it to merchants
• N.W. Ayer established the first “modern” U.S. ad agency in 1869.
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Advertising in the 1800s
• Manufacturers realized consumers would ask for their products specifically if they were distinctive, associated with quality.
• Advertising let manufacturers establish
“brand recognition” for their products.
• 19th-century ads created the impression of significant differences among products.
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Advertising in the 1800s (cont.)
• By the end of the 1800s, half the ads were for patent medicines or department stores.
• Many patent medicines
were dangerous
and/or fraudulent.• Problem led to advertising self-policing.
• Federal Food and Drug Act
1906
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Promoting Social Change and Dictating Values
• Powerful ads changed American life.
• Transition from producer-directed society to consumer-driven society
• Promoted new technological advances that made life easier
• Mad Men - The Carousel (Higher Quality)
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Promoting Social Change and Dictating Values
• Ads were accused of inciting Consumer need for unnecessary products.
• Began to use advertising’s power for social good• Ad Council founded in the 1940s
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Early Ad Regulation
• Agencies created to self-regulate the ad industry:• The Better Business Bureau• Audit Bureau of Circulation• American Association of Advertising Agencies (AAAA)
• Subliminal advertising• Hidden or disguised visual messages in films and
television programs• No more effective than regular ads
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Types of Advertising Agencies
• Top 4 mega-agencies • WPP• Omnicom• Publicis• Interpublic
• Boutique agencies• Often founded by designers and graphic artists
empowered by visual revolution of the 1960s• Peterson Milla Hooks: one of the biggest boutique
agencies in America
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Figure 10.1Global Revenue for the World’s Four Largest
Agencies
(in Billions of Dollars)
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Figure 10.2Where the Advertising Dollars Went, 2009
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The Structure of Advertising Agencies
• Market research assesses the behaviors and attitudes of consumers toward particular products.
• Types of market research• Demographics• Psychographics• Focus groups• Values and Lifestyles (VALS)
• See Fig. 10.3 on p. 331
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The Structure of Advertising Agencies (cont.)
• Creative development• Writers and artists outline rough sketch of ads.
• Media selection• Media buyers choose and purchase the types of media
best suited to carry a client’s ad and reach the target audience.
• Account services• Account executives are responsible for bringing in new
business and managing the accounts of established clients.
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Trends in Online Advertising
• Pop-up ads, pop-under ads, flash multimedia ads, and interstitials popular today
• Fastest-growing segment of ad industry
• Advertisers target individuals by tracking ad impressions, click-throughs.• Build profiles for consumers based on this information
• Social networking sites provide advertisers with a wealth of data.
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Persuasive Techniques in Contemporary Advertising
• Famous-person testimonial• Plain-folks pitch• Snob-appeal approach• Bandwagon effect• Hidden-fear appeal• Irritation advertising
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The Association Principle
• Product associated with some cultural icon or value
• Used in most consumer ads
• Responding to consumer backlash, major corporations present products as though from smaller, independent companies.
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Advertising as Myth
• Three common mythical elements found in many types of ads:• Mini-stories
• Stories involving conflicts
• Conflicts are negotiated or resolved by end of ad, usually by applying or purchasing product.
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Product Placement• Placing ads in movies, TV shows, comic books, video
games• Starbucks on Morning Joe (MSNBC)• Audi in Iron Man 2
• Should the FCC mandate that the public be warned about product placement on television?
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Commercial Speech and Regulating Advertising
• Political speech is protected under the First Amendment. (FIRST AMENDMENT – SPEECH & PRESS) • Lobbying (PR)• Political campaigns
• Commercial speech is far more proscribed by case law.• Fee-based communications• Intended to cause money exchange
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Critical Issues in Advertising
• The heavy promotion of toys, sugary cereals to children
• Advertising in schools• Health
• Eating disorders• Tobacco• Alcohol• Prescription drugs
• Puffery• Ads featuring hyperbole and exaggeration
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Alternative Voices• The Truth, a national youth smoking prevention campaign,
works to deconstruct the images that have long been associated with cigarette ads. • Recognized by 80% of teens• By 2007, ranked in the Top 10 “most memorable teen brands”
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Advertising’s Role in Politics
• Since the 1950s, politicians have mimicked advertising techniques in order to get elected.
• Broadcasters have long opposed providing free time for political campaigns and issues, since political advertising is big business for television stations.
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The Future of Advertising
• Commercialism has generated cultural feedback that is often critical of advertising’s pervasiveness.
• Still, the growth of the industry has not diminished.
• Public maintains uneasy relationship with advertising.