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305 110110advertising

305 110110advertising - advertising 305 Advertising and...

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Unformatted text preview: advertising 305 Advertising and Society Reading -- Kellner, “Advertising and Consumer Culture” • 11/10 Second test - 1 p.m. in the UTC classroom • Remember, studying the powerpoint slides is a good start, but: – At least one question on every reading, more on textbook – At least one question on each lecture, some NOT on slides – At least one question on each film Key Questions • Why are most media now supported by advertising? • What is the impact of advertising on media content? • Does advertising really work to convince people? • What are the impacts of advertising on society? 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 Advertising Advertising Advertising Advertising Appeals – sex, affiliation, – nurture, guidance, – aggression, dominance, – achievement, prominence, attention, – autonomy, escape, – safety, – aesthetic sensations, – satisfy curiosity, – physiological needs Product Placement • Embedded marketing of products as part of content of film or television shows Advertising investment 19.6 3.8 Politics of Advertising: Aspiration...
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305 110110advertising - advertising 305 Advertising and...

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