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ADVERTISING ADVERTISING Background

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ADVERTISING ADVERTISING Background Powered By Docstoc
					ADVERTISING
Background/Basics
 Industry organized in 1920s
 Type of “mass persuasion”
 Industry needed to “move the goods”
 Reflects a shift from production to
  consumption
 From “ethnic communities” to
  “consumption communities”
Advertising Premises:
 From   informational to transformational
 Market now can satisfy needs and
  wants; people need “guidance”
 “life as it ought to be, not as it is”
 Modern superior to tradition
Film: the Ad and the Ego
 1. Advertising is system of “education”,
  of socialization
 2. Ads part of our environment—appear
  to be “natural”
 3. Ads are selling Concepts (of the
  beautiful, the desirable, the idea that
  products can fulfill our needs)
Ad and the Ego (continued)
 4. Ads sell values (security, peace of
  mind, standing out, consumerism, etc)
 5. Ads based on premises: happiness
  can be bought, products offer instant
  solutions to our problems
6. The psychology of ads:
 Create a sense of discontent,
  inadequacy
 “you are not ok, you need help”
 You need to stand out to be ok
 Promote images of male and female
 Products (services) are our salvation
7. Ads appeal to the non-
rational
 Based   on a World War 1 model of
  propaganda
 The truth or falsity cannot be measured
 Use of symbols that prevail in the
  culture
 Use of visual images rather than words
 The camera doesn’t lie
8. Advertising appeals to the
Dream Life of the Culture
 What  do people really want? (friends,
  social relationships, a family life, a
  meaningful work life, leisure that one is
  in control of…)
 Advertising tries to convince us that we
  can have these through product
  ownership (commodity possession)
9. Transformation of Self
 Advertising   tries to convince us that the
  self can be transformed, changed,
  through products
 Based on the belief in magic and the
  belief in technology
 Ads allow entry into “magical world”
10 Advertising & responsibility
 Promotes  ecological irresponsibility,
  because based on premeditated waste
 Consumerism become an “erotic
  spectacle” that does not address the
  impacts—social or environmental
11. Monopoly of cultural
             space
 Advertising  is everywhere
 A type of privileged discourse

				
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posted:5/3/2012
language:English
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