exam 1 study note - 1. How critics and defenders of...

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1. How critics and defenders of advertising view consumer culture (Pollay & Holbrook articles) 1) UNESCO report Regarded as a form of communication, it (advertising) has been criticized for playing on emotions, simplifying real human situations into stereotypes, exploiting anxieties, and employing techniques of intensive persuasion that amount to manipulation. Many social critics have stated that advertising is essentially concerned with exalting the materialistic virtues of consumption by exploiting achievement drives and emulative anxieties, employing tactics of hidden manipulation, playing on emotions, maximizing appeal and minimizing information, trivializing, eliminating objective considerations, contriving illogical situations, and generally reducing men, women, and children to the role of irrational consumer. 2) Pollay: Advertising as a “distorted mirror”—critiques of advertising A) Pervasive a) Ubiquitous ads b) Product placement in films c) John Berger on “publicity” B) Repetitive a) Priming: the activation of ideas through recent, frequent, and relevant stimuli. b) Stimuli: key words, catch-phrases, images, jingles c) Like priming a gas pump d) Useful with inattentive audiences. (i) Head On (ii) Lady Schick (iii) 7-UP C) Professionally developed a) Frank Luntz focus group from PBS Frontline : “ The Persuaders b) “Finding key words that work” D) Anomic: delivered to audience increasingly cynical and detached from traditional sources of cultural influence (families, churches, schools). (Mass Society Critique) “The consequence of extreme cynicism, the rejection or doubt of all offered values, is the normlessness known as anomie. This faithless position trusts no one and no word. Without a reliance on words and a faith in truth, we lack the mortar of social cohesion. Without trustworthy communication, there is no communion, no community, only an aggregation of increasingly isolated individuals, alone in the mass” (Pollay 29). E) Unintended Social Consequences: values that advertising reinforces (explanation see Pollay, figure 2) a) Materialism b) Cynicism c) Irrationality d) Selfishness e) Anxiety f) Social competitiveness g) Powerlessness
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h) Loss of self-respect 3) Holbrook: response to the conventional wisdom of advertising A) Mass vs. Segmented Audiences (98) a) Not a monolithic institution. b) Acknowledges diversity of audience segments: Demographics & psychographics c) Appeals to unique and new values and identities B) Popular vs. High Culture (99) a) Do ads debase high culture? b) Are ads unique artforms ? (advertising may be very artful) C) Manipulation vs. Reflection of Values (100) a) Do ads create demand or respond to it? D)
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This note was uploaded on 02/05/2012 for the course ADV 865 taught by Professor Dr.thomashove during the Spring '11 term at Michigan State University.

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exam 1 study note - 1. How critics and defenders of...

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