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Advertising - Advertising and Society 11/8 Advertising and...

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Advertising and Society 11/8 Advertising and its Impacts on Society Straubhaar & LaRose, ch. 11 Kellner, “Advertising and Consumer Culture Key Questions Why are most media now supported by advertising? What is the impact of advertising on media content? How does advertising work to reach and convince people? Does advertising really convince people? How does advertising work to convince people? What is the effectiveness of advertising? What are the impacts of advertising on society? What are the differences in political and product advertising? How Advertising Works Common characteristics of advertising Repetition Style hyperbole, fantastic claims Ubiquity to catch consumers attention Grabbing your attention Novelty, sensationalism, shock value Imagining & constructing audience Ex. Univision constructing pan-Latino audience to find advertisers Advertising Appeals sex, affiliation, nurture, guidance, aggression, dominance, achievement, prominence, attention, autonomy, escape, safety, aesthetic sensations, satisfy curiosity, physiological needs Share of Major Media Ad Spending Advertising investment Pros of Advertising advertising helps make goods available and lowers prices Makes consumers aware of more types and kinds of goods Advertising makes people aware of new possible services, tools, recreation that make life better advertising can stimulate the purchase of a new product Ads incur less expense than other forms of sales
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Cons of Advertising
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