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Advertising and Commercial Culture Chapter 11 “(A)dvertising has long played a prominent role in contemporary life….As big players like Google take advantage of … technological advances, the advertising business itself is evolving. Only time will reveal what direction this major support system for mass media industries will take in the future.” Culture Influenced by Ads Advertising comes in many forms Ads are often seen as intruding on life Classified ads to giant highway billboards Fast-forward through TV commercials Block pop-up ads on Web browsers Advertising is in most media Economic glue that holds media together Early History of Advertising Industrial Revolution Newspaper space brokers Linked villages, towns, cities together Merchants advertised in newspapers, magazines Bought newspaper space, sold it to merchants First “modern” U.S. ad agency Established in 1869 by N. W. Ayer Worked for advertisers not newspapers Wrote, produced, placed ads Early History of Advertising (cont.) Retail stores Patent medicine Branding changes price-setting model Advertisers begin developing industry codes in reaction to public outcry over patent medicines outrageous claims. Department stores Chain stores lure away customers, fuel growth of large-scale consumer culture Ads Transform American Society Stimulate consumer demand for more products, creating new markets Make people hungry for new technologies that will make life easier and better Influence American values, such as what defines a “good” wife Early Regulation Efforts Better Business Bureau Federal Trade Commission (FTC) Monitored deceptive advertising Monitored ad abuses Audit Bureau of Circulation (ABC) Monitored circulation figures to decrease fraud Early Regulation Efforts (cont.) War Advertising Council Organized World War II bond sales, blood donor drives, and rationing of scarce goods Became Ad Council after war Produces pro bono public service announcements National Association of Broadcasters Banned use of subliminal ads Demonstrated willingness of industry to selfregulate Subliminal Advertising Disguised visual messages in TV ads Registered in subconscious mind Fooled people to buy unnecessary products Banned in 1958 Research has proven them to be no more effective than regular ads Evolution of Advertising from 1950s to Today Visual design Becomes integral to ads beginning in 1960s Inspired by European designers, TV, video Ad Agencies Mega-agencies offer full range of services PR ,ads, radio and TV production. Examples: Omnicom, WPP, and Publicis Boutique agencies More personal service to limited clients, more creative Ad Agency Structure Account Planning develops strategy Market Research assesses consumer behavior Creative Development is nerve center Teams of writers and artists create ads Media Buying selects media for clients Includes demographics, psychographics, focus groups, VALS strategy Finds media best suited to product, consumer Account Management brings in business Manage relationships with clients Internet alters ad landscape Rise of Web Advertising How Online Ads Work Agencies track impressions, gather information Mobile phones, tablets allow ads for specific locations Advertising Invades Social Media Banner ads displayed on Web pages Provide data on consumers and a venue for ads Web Advertising’s Growing Power Web companies buy agencies, become brokers Persuasive Techniques in Advertising Famous-person testimonial Product endorsed by famous person Plain-folks pitch Product associated with simplicity Serena Williams spokeswoman for Nike Example: GE “Imagination at work” Snob appeal Product use will maintain or elevate status Persuasive Techniques in Advertising (cont.) Bandwagon effect Everyone is using the product Hidden-fear appeal Plays on consumers’ insecurity Example: “America’s favorite” Example: fear of personal hygiene problems Irritation Creates brand recognition by being annoying Example: “UNBELIEVABLE BARGAINS!” Association Principle Product associated with some cultural icon or value Patriotism after 9/11 “Green,” “real,” or “natural” products The “Marlboro man” Product sometimes linked with stereotyped caricatures Men as idiots who cannot cook, do laundry Telling Stories Many ads contain elements of myths Mini-drama featuring characters, settings, plots Character experiences conflict Conflict resolved by end of ad as result of product purchase Example: GEICO cavemen Product Placement Placing ads in movies, TV shows, comic books, video games Burger King in Iron Man Diet Snapple on 30 Rock Watchdog organizations calling for consumer alerts about product placement FTC rejected FCC unresponsive Regulation Concerns Advertising is commercial speech First Amendment unclear on rights to protection Critics demand regulation for destructive ads Ads for unhealthy products Dangerous behaviors Medications Influence of ads unclear Up to 90% of new products fail despite ads Concerns over ads persist Targeting Children and Teens Children influence family spending Children’s Television Act of 1990 Prompted in part by Action for Children’s Television (ACT) Networks mandated to provide some educational content Hard to enforce, little impact Ads invade schools Channel One and others find loopholes Problems Blamed on Ads Anorexia among girls and women Widespread obesity in U.S. Ads feature unnaturally thin women Ads hawk corn-syrup-laden soft drinks, fast food, junk food, etc. Smoking promotion Ads previously targeted kids with cartoons (Joe Camel) Problems Blamed on Ads (cont.) Drinking promotion Ads target minorities Snoop Dogg Ads link drinking to power, romance, sexual prowess, or athletic skill Prescription drug promotion Ads market drugs directly to consumer Creating consumer demand Spreading limited or false information Watchdog Organizations Commercial Alert American Legacy Foundation Checks commercialism Challenges marketing tactics allowing corporate intrusion into civic life The “Truth” project FTC Plays investigative role in substantiating ad claims Imposes monetary civil penalties Advertising in a Democratic Society Political Ads Advertising maintains its hold Ad techniques used to “sell” candidates Less affluent candidates can’t compete Issues can’t be explained in short TV commercial Sustains media business model Consumers enjoy, accept advertising We need to understand its benefits and costs to our country