chapter 11

chapter 11 - Corporations put ads on fruit ads all over the...

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“Corporations put ads on fruit, ads all over the schools, ads on Corporations put ads on fruit, ads all over the schools, ads on cars, ads on clothes. The only place you can ’t find ads is t find ads is where they belong: on politicians. –Molly Molly Ivins Ivins , syndicated columnist, 2000 • The relationship between advertising and its symbols is more complicated than sponsorship agreements and sellouts to corporations. • Millions of people happily purchase and don clothing decorated with Nike swooshes, soft drink logos, NFL sports team symbols, university names, Disney characters, or the clothing’s designer name. Others delight in a McDonald’s jingle or Geico’s lizard ads or admire the daring design of Calvin Klein print ads. • Advertising can be an annoying, even oppressive, intrusion into our lives, but it also seems to have become a “natural” part of our popular culture’s landscape. • Today, ads are scattered everywhere—and they are multiplying. Chameleon-like, advertising adapts to most media forms. At local theaters and on rented DVDs, advertisements now precede the latest Hollywood movies. • Today, ads are scattered everywhere—and they are multiplying. Chameleon-like, advertising adapts to most media forms. – At local theaters and on rented DVDs, advertisements now precede the latest Hollywood movies.
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• Ads take up more than half the space in most daily newspapers and consumer magazines. • They are inserted into trade books and textbooks. • They clutter Web sites on the Internet. They fill our mailboxes and wallpaper the buses we ride. • Dotting the nation’s highways, billboards promote fast-food and hotel chains while neon signs announce the names of stores along major streets and strip malls. • According to the Food Marketing Institute, the typical supermarket’s shelves are filled with thirty thousand to fifty thousand different brand-name packages, each functioning like miniature billboards. • Without consumer advertisements, mass communication industries would cease to function in their present forms. • Advertising is the economic glue that holds most media industries together. – Yet despite advertising’s importance to the economy, many of us remain skeptical about its impact on American life. Early Developments in American Early Developments in American Advertising • The earliest media ads were in the form of handbills, posters, and broadsides (long newsprint-quality posters). • English booksellers printed brochures and bills announcing new publications as early as the 1470s, when posters advertising religious books were tacked on church doors. • In 1622, print ads imitating the oral style of
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chapter 11 - Corporations put ads on fruit ads all over the...

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