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Advertising

This article explores the impact of advertising and commercial culture on various aspects of our lives, such as college football bowl games, sports facilities, TV advertising history, and persuasive techniques used in advertising. It also discusses critical issues in advertising, including the influence on children, health, and democracy.

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Advertising

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  1. Advertising and Commercial Culture

  2. Our increasingly sponsored lives • David Foster Wallace’s Infinite Jest • College football bowl games:

  3. Our increasingly sponsored lives • David Foster Wallace’s Infinite Jest • College football bowl games: • Nokia Sugar Bowl • Tostitos Fiesta Bowl • Fed Ex Orange Bowl • Chick-fil-A Peach Bowl

  4. Our increasingly sponsored lives • Sports facilities:

  5. Our increasingly sponsored lives • Sports facilities: • Coors Field (Denver) • United Center (Chicago) • Fleet Center (Boston) • Bank One Ballpark (Arizona) • McLeod Arena

  6. Our increasingly sponsored lives Where have you seen ads lately?

  7. TV: 1 hour prime time TV • 1988: 10:17 ads • 1998: 15:40 ads • 2004: 16:27 • 2005: 17:00 • 2007:

  8. Advertising History • 3000 B.C. - ancient Babylon, shop owners hung signs • U.S: early 1800s -- first ad agencies were space brokers. Bought newspaper space and resold it. • 1875: N.W. Ayer, first modern ad agency, Philadelphia.

  9. Advertising History • Late 1800s -- department stores and patent medicines as major advertisers. • Advertising invented “problems” that needed to be solved by products • E.g., Odor Oh No • AXE soap

  10. Radio: first ad, 1922 • Advertise to people in their living rooms • Targeted kids • Sell soap on soap operas

  11. Slogans • No More Tears (Johnson & Johnson) • Nobody Doesn’t Like Sara Lee (Sara Lee) • Nothin' says lovin' like somethin' from the oven (Pillsbury) • Once you pop, you can't stop! (Pringles) • M'm, M'm, Good! (Campbell's) • Quality is Job 1. (Ford) • Snap! Crackle! Pop! (Kellogg's Rice Krispies) • See the USA in your Chevrolet. (Chevrolet)

  12. Advertising Today • Influence of visual design: • 1960s-70s -- European design • 1980s --

  13. Advertising Today • Influence of visual design: • 1960s-70s -- European design • 1980s -- MTV -- changes visual style for TV ads, makes hit music part of advertising • 1990s --

  14. Advertising Today • Influence of visual design: • 1960s-70s -- European design • 1980s -- MTV -- changes visual style for TV ads, makes hit music part of advertising • 1990s -- the Internet • Google • Yahoo! • MSN

  15. Advertising Today Agencies • Mega Agencies -- • Omnicom: $6.7 billion (21.5 %) • WPP Group: $4.54 billion (14.6%) • Interpublic: $3.65 billion (11.7 %) • Publicis: $2.76 billion (8.9%) • GOOGle: $16.6 billion

  16. Advertising Today Agencies • Boutique Agencies -- like Wieden & Kennedy, Digital Kitchen, Peterson Milla Hooks

  17. Advertising Today • The Structure of Agencies • Market Research - VALS (SRI Business Consulting) • Creative Development • Media Selection • Account and Client Management

  18. Persuasive Techniques • Famous person testimonial • Plain folks • Snob appeal • Bandwagon effect • Hidden fear • Irritation • Unique selling proposition

  19. Persuasive Techniques • Association Principle -- associate product with a positive cultural image or value • Disassociation Corrolary • Liberation Marketing - product takes the language of rebellion, nonconformity

  20. Persuasive Techniques • Myth Analysis (Claude Levi-Strauss) • Narrative -- tells us a story • Binary Opposition - conflict • Resolution

  21. Critical Issues in Advertising 1) Children and advertising • Influence $500 billion in spending each year • Advertising in Schools • Channel One

  22. Critical Issues in Advertising 2) Health and Advertising • Eating Disorders • Tobacco • Alcohol • Prescription Drugs • Not advertised until 1997 • $4.7 billion in 2005 • FDA enforcement of misleading claims on the decline

  23. Critical Issues in Advertising Advertising and Democracy Broadcasters earned from political ads: 1996 -$400 million 2000 -$665 million 2004 -$1.6 billion 2008: $2.5 billion Campaign ads are about 10% of total revenue in those years. How does this affect broadcasters’ support for campaign finance reform?

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