Advertising
Egyptians used papyrus to make sales messages and wall posters. Commercial messages and political campaign displays have been found in ruins of Pompeii and ancient Arabia. Lost and found advertising on papyrus was common in ancient Greece and ancient Rome. Wall or rock painting for commercial advertising is another manifestation of an ancient advertising form, which is present to this day in many parts of Asia, Africa and South America. The tradition of wall painting can be traced back to Indian rock art paintings that date back to 4000 BC [4]. History tells us that the Out-of-home advertising and billboards are the oldest forms of advertising.
As towns and cities in the Middle Ages began to grow and the general population was unable to read signs that today would say shoemaker, miller, tailor or blacksmith would use a picture in their trade as a boot, a suit, a hat, a watch, a diamond, a horse shoe, a candle or even a bag of flour. Fruits and vegetables were sold in the town square from the backs of cars and trucks and their owners used street call (Town Crier) to announce their homes for the convenience of customers.
As education became an apparent need and reading as well as printers, developed advertising expanded to include handbills. In the 17th century advertisements started to appear in magazines in England. These early commercials were used primarily to promote books and newspapers, which became increasingly affordable with the progress of the printing press, and medicines, which were increasingly sought after as disease ravaged Europe. But false advertising and so-called "quack" advertisements became a problem that started in the regulation of advertising.
As the economy grew during the 19th century, advertising grew together. In the U.S. the success of this advertising format eventually led to the growth in mail-order advertising.
In June 1836, the daily newspaper La Presse was the French and first to include paid advertising in its pages, making it possible to lower its price, extend its readership and increase its profitability and the formula was quickly copied by all titles. Around 1840 Volney Palmer established a predecessor to advertising agencies in Boston. [5] Around the same time in France, Extended Charles-Louis Havas himself of his news agency, Havas to include advertising, brokerage, making it the first French group to organize. Initially, agencies, brokers for ad space in newspapers. NW Ayer & Son was the first full-service agency to assume responsibility for advertising content. NW Ayer opened in 1869 and was located in Philadelphia. [5]
A 1895 advertisement for a weight gain product.
At the turn of the century, there were few career choices for women in business, but advertising was a of the few. Since women were responsible for the majority of purchases made in their household, advertisers and agencies recognized the value of women's insight into the creative process. Actual is the first American advertising uses a sexual sell was created by a woman – for a soap product. Although tame by today's standards, the advertisement featured a couple with the message "The skin you love to touch "[6].
In the early 1920s became the first radio station established by radio equipment manufacturers and retailers who offered programs in order to sell more radios to consumers. As time passed, followed the many non-profit organizations tropics to create their own radio stations, and included: schools, clubs and civic groups. [7] When the practice of sponsoring programs were widespread, they were each radio program usually sponsored by a single company in exchange for a brief mention of the company 'Name at the beginning and end of the sponsored shows. But radio station owners soon realized they could make more money by selling sponsorship rights in small time allocations to multiple businesses throughout their radio station's broadcasts, rather than selling the sponsorship rights to single businesses per show.
A print advertisement for 1913 issue of the Encyclopædia Britannica
This practice was transferred to television in the late 1940s and early 1950s. A fierce battle was fought between those seeking to market the radio and people who argued that spectrum should be considered as a part of the commons – to be used non-commercially and for the benefit of the public. The United Kingdom followed a public funding model for the BBC, originally a private company, the British Broadcasting Company, but is included as a public body by Royal Charter in 1927. In Canada, advocates like Graham Spry also able to persuade the federal government to adopt a public funding model create Canadian Broadcasting Corporation. But in the U.S., the capitalist model prevailed with the passage of the Communications Act of 1934 which created the Federal Communications Commission. [7] In order to placate the socialists, the U.S. Congress required commercial broadcasters to operate in "public interest, convenience and necessity". [8] Public Broadcasting now exist in the USA in 1967 Public Broadcasting action that led to the Public Broadcasting Service and National Public Radio.
In the early 1950s DuMont Television Network began the modern trend to sell advertising time to multiple sponsors. Earlier DuMont had trouble finding sponsors for many of their programs and compensated by selling smaller blocks of advertising time to several businesses. This eventually became standard for the commercial television industry in the U.S.. But it was still a common practice to have single sponsor shows, such as U.S. Steel Hour. In some instances sponsors exercised great control over the content of the show – up to and including having one's advertising agency actually writing the show. Internal sponsor model is much less common now a notable exception being the Hallmark Hall of Fame.
The 1960s saw advertising transform itself into a modern approach where creativity was allowed to shine, producing unexpected messages that made advertisements more tempting to consumers' eyes. Volkswagen ad campaign features such headlines "Think Small "and" Lemon "(which was used to describe the appearance of the car)-ushered in an era of modern advertising by promoting a" position "or" unique selling proposition "designed to associate each brand with a specific idea in the reader or viewer's mind. This period of American advertising is called Creative Revolution and its basic form was William Bernbach who helped create the revolutionary Volkswagen ads among others. Some of the most creative and long-standing American advertising dates to this period.
Late 1980s and early 1990s were introduced by cable television and particularly MTV. Pioneering the concept of music video, MTV ushered in a new type of advertising: consumer melodies in the advertising message, rather than as a byproduct or afterthought. As cable and satellite television became increasingly prevalent, specialty channels emerged, including channels exclusively devoted to advertising, such as QVC, Home Shopping Network, and ShopTV Canada.
Marketing through the Internet opened new frontiers for advertisers and contributed to "dot com" boom of the 1990s. Whole companies that operated solely on advertising revenue, offering everything from coupons to free Internet access. At the turn to the 21 century, a number of websites including search engine Google, started a change in online advertising by emphasizing contextually relevant, unobtrusive ads to help rather than overwhelm users. This has led to a plethora of similar efforts and an increasing trend of interactive advertising.
The share of advertising spending relative to GDP has changed little across large changes in the media. For example, in the U.S. in 1925, the main advertising media were newspapers, magazines, signs on tram and outdoor posters. Advertising spending as a share of GDP was around 2.9 percent. In 1998, television and radio have larger advertising media. Nonetheless, advertising spending as a share of GDP was slightly lower around 2.4 percent. [9]
A recent advertising innovation is "guerrilla marketing", which involve unusual approaches such as staged meetings in public places, giveaways of products such as cars that are covered with brand messages and interactive advertising where the viewer can respond to become part of an advertising message.Guerrilla advertisement become increasingly popular with a lot of companies. This type of advertising is unpredictable and innovative, allowing consumers to buy the product or idea. This reflects a growing trend of interactive and "embedded" ads, through product placement, having consumers vote for SMS messages, and various innovations using social networking services such as MySpace.
[Edit] Public service advertising
The same advertising techniques used to promote commercial goods and services can be used to inform, educate and motivate the public about non commercial issues such as HIV / AIDS, political ideology, energy conservation and deforestation.
Advertising, in its non-commercial figure, is a powerful educational tool capable of reaching and motivating large audiences. "Advertising justifies its existence when used in the public interest – It is too powerful a tool to use solely for commercial purposes. "- Attributed to Howard Gossage by David Ogilvy.
Public service advertising non-commercial advertising, public interest advertising, cause marketing and social marketing are different terms for (or aspects of) the use of sophisticated advertising and marketing communications techniques (generally associated with commercial enterprise) on behalf of non-profit, public interest issues and initiatives.
In the U.S., the issue of television and radio licensed by the FCC is contingent upon station broadcasting a certain amount of public service advertisements. To meet these requirements, many TV stations in the U.S. air most of their demands on public service announcements in late night or early morning when the smallest percentage of viewers can see, leaving more day and prime time commercial slots available for high-paying advertisers.
Public service advertising reached its height during World Wars I and II under the direction of several governments.
[Edit] Types of advertising
Paying people to hold signs is one of the oldest forms of advertising, as with this Human directional pictured above, a bus with an advertisement for GAP in Singapore. Buses and other vehicles are popular media for advertisers. A DBAG Class 101 with UNICEF ads at Ingolstadt main railway station
Almost all media can be used for advertising. Advertising media can include wall paintings, billboards, street furniture components, printed flyers and rack cards, radio, film and television commercials, web banners, mobile phone screens, shopping carts, web popups, skywriting, bus stop benches, human billboards, magazines, newspapers, town Crier, sides of buses, banners attached to or pages of airplanes (logojets ") in-flight advertisements on the back tray tables or overhead storage bins, taxicab doors, roof mounts and passenger screens, musical stage shows, subway platforms and trains, elastic bands on disposable diapers, doors of bathroom stalls, stickers on apples in supermarkets, shopping cart handles (grabertising), opening section of streaming audio and video, posters, and the backs of event tickets and supermarket receipts. Any place an "identified" sponsor pays to deliver their message through a medium is advertising.
[Edit] TV
Main articles: television advertising and music in advertising
Television advertising is generally regarded as the most effective mass-market advertising format, as evidenced by the high prices TV networks charge for commercial airtime in the popular TV events. The annual Super Bowl football game in the U.S. is known as the most prominent advertising event on television. The average price for a single thirty-second TV spot in this game has reached U.S. $ 3 million (in 2009).
Most of TV commercials have a song or jingle that listeners soon relate to the product.
Virtual advertisements may be inserted into regular television programming through computer graphics. It is typically inserted into otherwise blank backdrops [10] or used to replace local billboards that are not relevant to the remote broadcast audience. [11] More controversially, virtual billboards may be inserted into the background [12] where none exist in real life. Virtual product placement is also possible. [13] [14]
[Edit] infomercials
Main article: infomercial
An infomercial is a long-format television advertising, typically five minutes or longer. The word "infomercial" is a portmanteau of the words "information" & "commercial". The main goal of an infomercial is to create an impulse purchase, so the consumer viewing the presentation and then immediately purchase the product through the advertised toll-free number or website. Infomercials describe, display and often demonstrate products and their characteristics and commonly have testimonials from consumers and professionals.
[Edit] Radio advertising
Radio advertising is a form of advertising media through radio.
Radio commercials are broadcast as radio waves in the atmosphere from a transmitter to an antenna and a thus to a receiving device. Airtime is purchased from a station or network in exchange for airing commercials. While radio has the obvious limitation of being limited to sound, proponents of radio advertising often mention this as an advantage.
[Edit] Press advertising
Press advertising describes advertising in printed media such as a newspaper, magazine or trade journal. This includes everything from media with a very broad readership base, such as a large nationwide newspaper or magazine, to more targeted media such as local newspapers and trade journals on very specialized topics. One form of advertising in the press classified advertising, which allows individuals or companies to purchase a small, narrowly-targeted ad for a low fee advertises a product or a service.
[Edit] Online Advertising
Online advertising is a form of promotion that uses the Internet and World Wide Web to express to deliver marketing messages to attract customers. Examples of online advertising include contextual ads that appear on search engine results pages, banner ads, in text ads, rich media ads Social network advertising, online classified advertising, advertising networks and e-mail marketing, including e-mail spam.
[Edit] Billboard advertising
Billboards are large structures located in public places that show advertisements to pass pedestrians and motorists. Usually they are located on the main roads with a large amount passing motor and pedestrian traffic, but they can be placed anywhere with plenty of viewers, such as on mass transit vehicles and stations, in shopping centers or office buildings and stadiums.
[Edit] Mobile billboard advertising
Red Eye newspaper advertising for his audience at North Avenue Beach with a sailboat billboard on Lake Michigan.
Mobile billboards are generally vehicle mounted signs or digital displays. These can be on dedicated vehicles built exclusively for carrying advertisements along roads preselected by clients, they can also be specially equipped to load trucks or in some cases large banners scattered from airplanes. The billboards are often lit, some are backlit, and others involved spotlights. Some billboard displays are static, while other changes For example, rotating continuously or intermittently among a series of advertisements.
Mobile displays are used for various situations in metropolitan areas worldwide, including:
- Target advertising
- One day, and long-term campaigns
- Conventions
- Sports
- Store Openings and similar promotional events
- Big advertisements from smaller companies
- Other
[Edit] In store advertising
In-store advertisement is an advertisement placed in a store. This includes placement of a product in visible locations in a store, which at eye level at the foot of the corridors and near checkout counters, conspicuous displays promoting a specific product, and advertising in such places as shopping carts and in-store video displays.
[Edit] Covert advertising
Main article: Product Placement
Covert advertising, also known as guerrilla advertising, is when a product or brand is embedded in entertainment and media. For example, in a movie, the protagonist can use an item or other of a particular brand, as in the movie Minority Report where Tom Cruise's character John Anderton owns a phone with Nokia logo clearly written in the upper corner, or his watch engraved with the Bulgari logo. Another example of advertising in film is in I, Robot, where main character played by Will Smith mentions his Converse shoes several times, calling them "classics," because the film is set far in the future. I, Robot and Space Balls also showcase futuristic cars with Audi and Mercedes-Benz logos clearly displayed on the front of vehicles. Cadillac chose to advertise in the movie The Matrix Reloaded, which as a result contained many scenes in which Cadillac cars were used. Similarly, product placement for Omega Watches, Ford, VAIO, BMW and Aston Martin cars presented in the latest James Bond movie, especially Casino Royale. In "Fantastic Four: Rise of the Silver Surfer", the main mode of transport, shows a large Dodge logo on the front. Blade Runner includes some of the most obvious product placement throughout the film stops to show a Coca-Cola billboard.
[Edit] Celebrities
Main article: Celebrity branding
This type of advertising focuses on using celebrity power, fame, money, popularity to gain recognition for their products and promote specific stores or products. Advertisers often advertise their products, for example, when celebrities share their favorite products or wear clothes with specific brands or designers. Celebrities are often involved in advertising campaigns such as television or print advertisements for advertise specific or general products.
The use of celebrities to endorse a brand can have its drawbacks, however. An error by a celebrity can be detrimental for public relations of a fire. For example, following his performance at eight gold medals at the 2008 Olympic Games in Beijing, China, swimmer Michael Phelps' contract with Kellogg's was interrupted when Kellogg's did not want to associate with him after he was photographed smoking marijuana.
[Edit] Media and advertising methods
Increasingly other media overtaking many of the "traditional" media such as television, radio and newspapers due to a shift towards consumer use of Internet for news and music and devices like digital video recorders (DVR's) as TiVo.
Advertising on the World Wide Web is a new phenomenon. Prices of Web-based advertising space are dependent of "relevance" of the surrounding web content and the traffic the site receives.
Digital signage is ready to be a major mass media because of its ability to reach larger audiences for less money. Digital signage also offer a unique ability to see the audience, where they reached medium. Technology advances have also made it possible to control the message about digital signage with greater precision, so the messages are relevant to the audience at any given time and place, again, get more response from advertising. Digital signage has been successfully employed in supermarkets. [15] Another successful use of digital signage in hospitality places such as restaurants [16]. and shopping centers. [17]
E-mail advertising is another recent phenomenon. Unsolicited E-mail advertising is known as "email spam". Spam is a problem for email users for many years.
Some companies have proposed placing messages or company logos on the side of booster rockets and the International ISS. Controversy exists regarding the effectiveness of subliminal advertising (see mind control), and the pervasiveness of mass messages (see propaganda).
Unpaid advertising (also called "promotional advertising") can provide good exposure at minimal cost. Personal recommendations ("bring a friend", "sell it") spreading buzz, or achieving the feat to equate a brand with a common noun (in the U.S., "Xerox" = "photocopier", "Kleenex" = Tissue, "Vaseline" = petroleum jelly, "Hoover" = vacuum cleaner, "Nintendo" (often used by those exposed to many video games) = videogames and "Band-Aid" = adhesive bandage) – these can be seen as the pinnacle of any advertising campaign. However, some companies oppose the use of their brand to label an object. Page Quiet a fire with a common noun also risks making the brand in a genericized mark – making it a generic term which means that the legal protection as a trademark is lost.
Since the mobile phone became a new mass media in 1998 when the first paid downloadable content appeared on mobile phones in Finland, it was only a matter of time until mobile advertising followed, also first launched in Finland in 2000. In 2007 value of mobile advertising had reached $ 2.2 billion and providers as admob delivered billions of mobile ads.
More advanced mobile ads include banner ads coupons, Multimedia Messaging Service picture and video messaging, advergame and various engagement marketing campaigns. A particular feature driving mobile ads is the 2D Barcode, which replaces need to do something to write Web addresses, and uses the camera feature of modern phones to get instant access to web content. 83 percent of Japanese mobile phone users already are active users of 2D barcodes.
A new form of advertising that is growing rapidly is social network advertising. The online advertising with a focus on social networking sites. This is a relatively immature market, but it has shown a lot of promise as advertisers can take advantage of the demographic information the user has been provided by social networking site. Friendertising is a more accurate term advertising, where people are able to direct advertising to others directly through social networking service.
From time to time, The CW Television Network airs short programming period breaks called "Content wraps" that advertise a company's product in an entire commercial break. The CW pioneered "Content wraps" and some selected products were Herbal Essences, Crest, Guitar Hero II, Cover Girl, and recently Toyota.
Recently there appeared a new promotion concept, "ARvertising" advertisements on Augmented Reality technology.
[Edit] Criticism of Advertising
While advertising can be seen as necessary for economic growth, it is not without social costs. Unsolicited commercial e-mail and other forms of spam have become so widespread as to have become a major inconvenience to users of these services, as well as being a financial burden for ISPs [18]. Advertising is increasingly invading public spaces such as schools, as some critics argue is a form of child exploitation. [19] Furthermore, advertising often use psychological pressure (eg, appeals to feelings of inadequacy) of the intended consumer which can be harmful.
[Edit] Hyper-commercialism and the commercial tsunami
Criticism of advertising is closely related to criticism of the media and often interchangeable. They may refer to its audio-visual aspects (eg cluttering the public realm and radio waves), environmental aspects (eg pollution, over-size packaging, increased consumption), political aspects (eg, media reliance, freedom of expression, censorship), financial aspects (costs), ethical / moral / social aspects (Eg sub-conscious influence, invasion of privacy, increased consumption and waste, focus groups, some products, honesty) and of course, a combination thereof. Some aspects can be further divided, and some may cover more than one category.
As advertising has become increasingly prevalent in modern Western society, it is also increasingly criticized. A person can hardly move in the public domain, or use a media without being subject to advertising. Advertising occupies public space and more and more invades privacy people, many of whom consider it a nuisance. "It becomes harder to escape from advertising and media. … Public spaces are increasingly entering into a gigantic billboard for goods of all kinds. The aesthetic and political implications can not yet be predicted. "[20] Hanno Rauterberg in the German newspaper" Die Zeit "invites advertising a new kind of dictatorship that can not be escaped [21].
Ad creep: "There are ads in schools, airport lounges, doctors offices, cinemas, hospitals, gas stations, elevators, convenience stores, the Internet, on fruit at ATMs, on garbage cans and countless other places. There are ads on beach sand and toilet walls. "[22] "One of the irony in advertising in our time is that as commercialism increases, it makes it that much harder for a particular advertiser to succeed and therefore pushes the advertiser harder. "[23] Within a decade in radio advertising rose to almost 18 or 19 minutes per hour on prime-time television standard until 1982 was not more than 9.5 minutes of advertising per hour, it is now between 14 and 17 minutes. With the introduction of the shorter 15-second commercials, the total amount of ads increased even more dramatically. Ads are not only be inserted in breaks, but eg also in baseball telecasts during the game. They flood the Internet, a market growing by leaps and bounds.
Other growing markeder''produkt locations''in entertainment programming and movies, where it has been common practice og''virtuel advertisement''in which products get placed into force with retroactive run shows. Product billboards are broadly deployed in Major League Baseball broadcasts and in the same way, virtual street banners or logos projected at a solution canopy or sidewalks, for example during the arrival of celebrities at the 2001 Grammy Awards. Advertising prior to viewing the film in cinemas including lavish 'movie shorts "produced by companies like Microsoft or DaimlerChrysler." The biggest advertising agencies have begun to work aggressively to co-produce programming to with major media companies "[24] Creating infomercials similar entertainment programming.
Opponents equate the increasing number of advertisements with "tsunami" and restrictions on "containment" of flooding. Kalle Lasne, one of the most prominent critics of advertising on the international scene, does advertising "the most prevalent and toxic of mental pollutants. From the moment your radio alarm sounds in the morning till the wee hours of late night TV microjolts of commercial pollution flood into your brain with a rate of about 3,000 marketing messages a day. Each day an estimated twelve billion display ads, 3 million radio commercials and more than 200,000 TV commercials are dumped into North America's collective unconscious. "[25] During his life the average American watches three years advertising on television. [26]
More recent developments are video games contain products in their content, special economic patient channels in hospitals and public figures sporting temporary tattoos. A method unrecognizable advertising såkaldte''guerilla marketing'', which is spreading 'buzz' about a new product of audiences. Cash-strapped U.S. cities do not shrink from offering police vehicles for advertising. [27] A trend, especially in Germany, the companies buying the names of sports arenas. Hamburg football Volkspark stadium first became AOL Arena and then HSH Nordbank Arena. The Stuttgart Neckarstadion was Mercedes-Benz Arena, Dortmund Westphalia Stadium is now Signal Iduna Park. The former SkyDome in Toronto was renamed Rogers Centre. Other recent developments are, for example, that the entire subway stations in Berlin are redesigned in the product pools and exclusively leased to a company. Düsseldorf themselves "multi-sensory 'adventure transit stops equipped with speakers and systems that spread the scent of a detergent. Swatch is used projectors to project messages on the Berlin TV tower and Victory Column that was fined because it was done without permission. The illegality was a part of the scheme and added promotion [21].
It is standard business management knowledge, advertising is a pillar, if not "the" pillar of the growth-oriented free capitalist economy. "Advertising is a part of the bone marrow of corporate capitalism." [28] "Contemporary capitalism could not function and global production networks are not could exist as they do without advertising. "[1]
For communication scientist and media economist Manfred Knoche, University of Salzburg, Austria advertising is not just a 'necessary evil' but a 'necessary elixir of life "for the media industry, economy and capitalism as a whole. Advertising and mass media economic interests create ideology. Knoche describes advertising of products and brands as' manufacturer's weapon in the competition for customers and commercial advertising, for example by automotive industry, as a means to collectively represent their interests in relation to other groups, such as train companies. In his opinion editorial articles and programs in the media promote consumption generally constitutes a 'cost free' service to producers and sponsors as a "widely used means of payment 'in advertisements [29]. Christopher Lasch argues that advertising leads to an overall increase in consumption in society "Advertising serves not so much to advertise products as to promote consumption as a way of life." [30]
[Edit] Advertising and constitutional rights
Advertising is equated with the constitutional freedom of expression and speech. [31] Therefore, critical advertising or any attempt to restrict or prohibit advertising is almost always considered to be an attack on fundamental rights [edit] (First Amendment in the U.S.) and meet the combined and concentrated opposition from industry and especially the advertising community. "Today or in the near future, any number of cases and will work their way through the justice system that would seek to prohibit any state regulation of … commercial speech (such as advertising or labeling of food) on the ground that such regulation would violate citizens 'and companies' First Amendment right to free speech or free press. "[32] An example of this debate is the advertising of tobacco or alcohol, but also advertising through the mail or leaflets (clogged mailboxes), advertising on the phone, internet and advertising to children. Various legal restrictions for spamming, advertising on mobile phones, aimed at children, tobacco, alcohol has been introduced by U.S., EU and various other countries. Not only industry resists restrictions on advertising. Advertising as a means of expression has firmly established itself in western society [citation needed]. McChesney argues that the government deserves constant vigilance when it comes to such provisions, but it is certainly not "the only anti-democratic force in our society. … Corporations and the wealthy have an impact as enormous as applied to the lords and royalty of feudal times "and" markets are not value-free or neutral, they not only tend to work to assist them with the most money, but also by their nature, emphasize profit over everything else …. Therefore day debate is over whether advertising or food labels, or campaign contribution is … whose right to be protected by the First Amendment can only be effectively employed by a fraction of its citizens and their exercise of these rights gives them undue political power and undermining the possibility for the remainder of citizens to exercise the same rights and / or constitutional rights, then it is not necessarily legally protected by the first amendment. "Moreover," those with the capacity to engage in the free press is able to determine who can speak to the great mass of citizens who can not "[33]. Critics argue again that advertising invades privacy, which is a constitutional right. For on the one hand, advertising physically invades privacy On the other hand, it is increasingly using appropriate computer-based communication with the private data collected without knowledge or consent of consumers or audiences.
For George Franck Vienna University of Technology, advertising is part of what he calls "mental capitalism", by [34] [35] a term (psychological) which have been used by groups dealing with mental environment, such as Adbusters. Franck mixes "Economy of Attention" by Christopher Lasch's Culture narcissm in mental capitalism: [36] In his essay "Advertising at the Edge of the Apocalypse," Sut Jhally writes: "20th century advertising is the most powerful and sustained system of propaganda of human history and its cumulative cultural effects, unless quickly checked, will be responsible for destroying the world as we know it. [37]
[Edit] Price of attention and hidden costs
Advertising has evolved into one billion-dollar business, which many depend. In 2006 391 trillion U.S. dollars were spent worldwide on advertising. In Germany for example the advertising industry contributes 1.5% of gross national income, figures for other developed countries are similar. [Edit] Thus, advertising and growth is directly and causally linked. For a growth-based economy can be blamed for the adverse human life (welfare) advertising must be seen in this aspect of its negative consequences, because its main purpose is to increase consumption. "The industry is accused of being one of the engines powering a convoluted economic mass production system which promotes consumption. "[38]
Attention and awareness has become a new product if a market develops. "The amount of attention that is absorbed by the media and redeployed in the competition for quotas and achieve, is not identical to the amount of attention that exist in society. The total amount in circulation in society consists of the attention that is exchanged between the people and the attention that the media information. Only the latter is homogenized by quantitative measurement and only the latter takes the character of an anonymous currency. "[34] [35] According to Franck, a surface of the presentation, which can guarantee a certain degree of attention works magnet for attention, such media are actually meant for information and entertainment, culture and art, public space etc. It is this attraction which is sold to advertisers. The German Advertising states that in 2007, 30.78 billion was spent on advertising in Germany, [39] 26% in newspapers, 21% of TV, 15% via mail and 15% in magazines. In 2002 there were 360,000 people employed in the advertising industry. Internet advertising revenue doubled to almost 1 billion euros from 2006 to 2007, gives the highest growth rates.
Spiegel-Online reported that in the U.S. in 2008 for the first time more money was spent on advertising on the internet (105.3 trillion U.S. dollars) than on television (98.5 billion U.S. dollars). The largest volume in 2008 was still used in the print media (147 billion U.S. dollars). [40] For the same year, Welt-Online reported that the U.S. pharmaceutical industry spent nearly twice as much on advertising (57.7 billion U.S. dollars) than it did on research (31.5 billion dollars). But Marc-André Gagnon und Joel Lexchin of York University, Toronto, estimates that the actual cost of advertising is higher still, because not all items are registered research institutions. [41] Not included are indirect promotions such as sales, discounts and price reductions. Few consumers are aware that they are the ones who pay for every cent spent on public relations, advertising, discounts, packaging, etc. as they usually are included in the price calculation.
[Edit] Effect and conditioning
Commercials for McDonald's on Via di Propaganda, Rome, Italy
The most important element in advertising is not information but the proposal more or less makes use of associations, emotions (appeal to emotion) and drives dormant in the sub-conscience people, such as sex, gregariousness, of desire, such as happiness, health, fitness, appearance, self-esteem, reputation, belonging, social status, identity, adventure, distraction, reward, for fear (appeal to fear), such illness, weakness, loneliness, need, insecurity, security or prejudice, learned opinions and comfort. "All human needs, relationships, and fear – the deepest recesses of the human psyche – become mere means for expanding the product universe under the force of modern marketing. With the rise to prominence of modern marketing, commercialization – the translation of human relations into commodity market relations – even a phenomenon inherent in capitalism, has grown exponentially. "[42] 'Cause-related marketing ", where advertisers link their products to some worthy social cause has boomed in the last decade.
Advertising exploiting model role of celebrities and popular figures and makes deliberate use of humor, and associations with colors, melodies, certain names and terms. Altogether these factors on how to perceive themselves self and one's self-esteem. In his description of "emotional capitalism 'Franck says," the promise of consumption makes someone irresistible is the ideal way to objects and symbols into a person's subjective experience. Clearly in a society where revenue attention moves to the fore, consumption designed by the same self-esteem. As a result, consumption will "work" on a person's attraction. From the subjective point of view, this "work" opens up areas of unexpected dimensions of advertising. Advertising assume the role of a Life Councillor in matters of attraction. (…) The cult around its own attraction is what Christopher Lasch describes as' cultural narcissism '. "[35] [36]
For advertising critics second serious problem is that "the longstanding notion of separation between advertising and editorial / creative sides of media is rapidly crumbling, "and advertising is still hard to tell apart from news, information or entertainment. The boundaries between advertising and programming is becoming blurred. According to media companies all this commercial involvement has no impact on the actual media content, but as McChesney puts it, "this claim failed to pass even the most basic giggle test, it's so unfair. "[43]
Advertising draws "heavily on psychological theories about how you create professional, so advertising and marketing to take on a "more clear psychological edge" (Miller and Rose, 1997, cited in Thrift, 1999, p. 67). Increasingly, the emphasis in advertising has changed from providing 'factual' information to the symbolic connotations of commodities, since the crucial cultural condition for advertising is that the material object that is sold is never in itself enough. Although the raw materials on the most mundane necessities of daily life must be imbued symbolic qualities and culturally endowed meanings via the 'Magic system (Williams, 1980) advertising. In this way, and by changing the context in which advertising is displayed thing 'can be made to mean "just about anything" (McFall, 2002, p. 162) and' same 'things can be equipped with different intended meanings for different individuals and groups of people, thus offering mass produced visions of individualism. "[1]
Before advertising is done, market research organizations must know and describe the target for precise plan and implement advertising campaign and to achieve the best possible results. A whole range of sciences directly relate to advertising marketing and or used to enhance its effects. Focus groups, psychologists and cultural anthropologists er'''de rigueur''' in marketing research ". [44] massive amounts of data about individuals and their buying habits are collected, accumulated, aggregated and analyzed using the credit card bonus cards, sweepstakes, and Internet measurement. With increasing accuracy that delivers a picture of the behavior, desires and weaknesses of certain parts of a population advertisement can be employed more selectively and effectively. The effectiveness of advertising is better advertising research. Universities, of course, supported by industry and in collaboration with other disciplines (p. above), mainly psychiatry, anthropology, neurology and behavioral sciences, is constantly in search of ever more refined, sophisticated, subtle and cunning ways to make advertising more effective. "Neuro-Marketing is a controversial new field of marketing which uses medical technologies such as functional Magnetic Resonance Imaging (fMRI) – not to heal but to sell products. Advertising and marketing firms have long used insights and research methods in psychology in order to sell products, of course. But today these practices are reaching epidemic levels, and with a complicity on the part of the psychological profession that exceeds that of the past. The result is a huge advertising and marketing onslaught that comprises, arguably, the largest single psychological project ever undertaken. But this large enterprise is largely ignored by the American Psychological Association. "[45] Robert McChesney calls it" the greatest concerted attempt at psychological manipulation throughout human history. "[46]
[Edit] Dependence on media and corporate censorship
Almost all mass media advertising media and many of them are purely advertising media and with the exception of Public Service Broadcasting is privately owned. Their income is mainly generated through advertising in newspapers and magazines from 50 to 80%. Public service broadcasting in some countries may also greatly depend on advertising as a source of income (up to 40%) [47],. In view of critics, no media spreads advertising can be employed, and the higher proportion of advertising, the greater dependence. This dependence has "different implications for the nature of media content …. In the business press, the media often mentioned in exactly the way they present themselves in their honest moments: as a branch of the advertising industry. "[48]
In addition, the private media is increasingly subject to mergers and concentration of ownership situations often become entangled and opaque. This development, by Henry A. Giroux calls an "ongoing threat to the democratic culture" should be [49] itself is enough to sound all alarms in a democracy. Five or six advertising agencies dominates this 400 billion dollar global industry.
"Journalists have long suffered pressure to shape stories to suit advertisers and owners …. The vast majority of TV station managers took their news departments 'cooperative' in shaping the news to help non-traditional revenue development. "[50] Negative Junk and reporting can be prevented or affected when advertisers threatened to cancel orders or simply when there is a danger of such a cancellation. Media dependence and such a threat becomes very real when there is only one dominant or very few large advertisers. The influence of advertisers is not only for news or information about their own products or services, but extends to articles or studies do not directly associated with them. In order to ensure their advertising media to create the best possible »Advertise environment '. Another problem considered censorship by critics, the refusal of the media to accept advertising that is not in their interest. A striking example of this is the refusal of broadcasters to broadcast ads by Adbusters. Groups trying to place advertisements and are rejected by network. [51]
It is primarily audience who decides on the program in the private radio and television activities. "Their business is to absorb as much attention as possible. Viewing rate measures of attention in the media about the information offered. Service of this attraction is sold to the advertising business "[35] and the audience determine the price that may be required for advertising.
"Advertising companies determining the content of the show has been a part of daily life in the U.S. since 1933. Procter & Gamble (P & G) …. offered a radio station a commercial breakthrough (today known as "barter"): the company would produce its own show for "free" and save the radio station high cost of production of content. Therefore the company wants its advertisements spread and of course, placed its products in the show. Thus, the series 'Ma Perkins' was created, as P & G skilfully used to promote Oxydol, the leading detergent brand in those years, and Soap opera was born … "[52]
While critics virtually worry about the subtle influence of the economy in the media, there are also examples of blunt exertion of influence. The U.S. company Chrysler before it merged with Daimler Benz had his agency, PentaCom, send a letter to numerous magazines, demanding them to send a list of all the topics before the next question are published to "avoid potential conflict." Chrysler most of all wanted to know if there were articles with "sexual, political or social" content, or as may be seen as "provocative or offensive." PentaCom executive David Martin said: "Our reasoning is that someone looking at a $ 22,000 product would have it surrounded by positive things. There is nothing positive about an article on child pornography. "[52] In another example," USA Network held high, off-the-record meetings with advertisers in 2000 to let them tell the network what type of programming content they want for America to have their advertisements. "[53] TV Shows created to address the need for advertising, for example, divide them up into suitable sections. Their dramaturgy is typically designed to end the tension or leave an unanswered question to keep the viewer attached.
The film system at once without direct influence of the wider marketing system is now fully integrated into the strategies through licensing, tie-ins and product placements. The main function of many Hollywood films today is to support sales of the immense collection of commodities. [54] The press called the 2002 Bond movie "Die Another Day 'offers 24 major promotional partners an ad-venture" and noted that Bond "has become" a license to sell " As has been common practice to place products in movies, it "has an obvious impact on what types of movies will attract product placement and what types of films will therefore be more likely to have made "[55].
Advertising and information is increasingly difficult to distinguish from each other. "The boundaries between advertising and media …. Becoming increasingly blurred …. In August Fischer, chairman of the board of Axel Springer publishing house deemed a 'proven partnership between the media and advertising industries' critics regard as nothing but an infiltration of journalistic duties and freedoms. "According to RTL executive Helmut Thoma" private stations and can not earn any mission, but only goal for the company, there is acceptance of advertising industry and viewer. Setting priorities in this order actually says everything about 'Design of programs on private television. "[52] Patrick Le Lay, former CEO of TF1, a private French television channel with a market share of 25 to 35% said: "There are many ways to talk about television. But from the business perspective, let's be realistic: basically, is a task for TF1, for example to help Coca Cola to sell its product. (…) In an advertising message to be perceived as the brain of the viewer must at our disposal. The job of our programs is to make it accessible, that is, to distract it, to relax it and get it ready between two messages. It is the availability of human brain time that we sell to Coca Cola. "[56]
Because of these dependencies in a widespread and fundamental public debate about advertising and its influence on information and expression is difficult to achieve at least by the usual media channels, otherwise they would saw off the branch they sit on. "The idea that the commercial basis of media, journalism and communication could have worrying implications for democracy are excluded from the range of legitimate debate "and" Capitalism is off-limits as a topic of legitimate debate in American political culture "[57].
An early critic of the structural basis of American journalism was Upton Sinclair in his novel Brass Check, which he stresses the influence owners, advertisers, public relations, and economic interests in the media. In his book "Our Master's Voice – Advertising" social ecologist James Rorty (1890-1973) wrote: "Gargoyle mouth is a loudspeaker, driven by interest from a two-billion dollar industry, and back of the special interests of the company as a whole, of industry funding. It is never silent, it drowns all other voices, and it suffers no rebuke, for it is not America vote? It is its contention, and to some degree it is a truly claim …"[ 58]
It has taught us how to live, what to be afraid of what to be proud of how we can be beautiful, how to be loved, how to be envied, how to be a success .. Is it something that the American people an increasing tendency to speak think, feel in terms of this jabberwocky? The stimuli for art, science, religion is gradually expelled to the periphery of American life to be marginal values that cultivated of marginal people on marginal time? "[59]
[Edit] commercialization of culture and sport
Performances, exhibitions, shows, concerts, conventions and most other events can hardly happen without sponsorship. The growing shortage arts and culture, they buy the service attractive. Artists are sorted and paid according to their artistic value for commercial purposes. Companies promoting celebrity artists therefore have exclusive rights in the global advertising campaigns. Broadway shows, like 'La Bohème' featured commercial props in his sets. [60]
Advertising itself is extensively regarded as a contribution to culture. Advertising is integrated into fashion. In many pieces of clothing company logo is the only design or is an important part of it. There is little room left without consumption economy, culture and art can develop independently, and where alternative values may be expressed. One last important area universities are under intense pressure to open up for business and its interests. [61]
Inflatable billboard in front of a sports stadium
Competitive sports have been inconceivable without sponsorship, and there is a mutual dependency. High income with advertising is only possible with an equal number of spectators or viewers. On the other hand, the poor performance of a team or an athlete results in less advertising revenue. Jürgen Huth, Hans-Jörg Stiehle talk about a 'Sport / Media Complex, which is a complicated mix of media, agencies, managers, sports promoters, advertising, etc., partly common and partly conflicting interests, but in all cases with common commercial interests. The media is probably at the center, because it may give the other parties involved with a rare product, namely the (potential) public attention. Sport in "the media is able to generate huge sales in both circulation and advertising." [62]
"Sports sponsorship is recognized by the tobacco industry to be valuable advertising. A tobacco industry magazine in 1994 described the Formula One car as" the most powerful advertising space in the world ". …. In a cohort study conducted in 22 secondary schools in England in 1994 and 1995 boys whose favorite TV sport was racing had a 12.8% risk of becoming regular smokers, compared with 7.0% of boys who do not follow racing. "[63]
Not selling tickets, but transmission rights, sponsorship and merchandising meanwhile constitute the largest part of the sports association and sports club's revenues with the IOC (International Olympic Committee) in tip. Under the influence of the media brought many changes in the sport, including the admission of new 'trend sport' in the Olympics, disruption of competition distances changes in the rules of animation fans, changes of sports facilities, worship of sports heroes, who quickly establishes itself in advertising and entertainment business because of their media value [64] and last but not least, the naming and renaming of sports stadiums after major companies. "In sports adapting to the logic of the media can contribute to an erosion of values such as equity or fairness, that unfair demands on athletes through public pressure and more exploitation or deception (doping, manipulation of results …). It is in the very interest of the media and sport to counter this danger, because the media sports can only work as long as the sport exists. [64]
[Edit] occupation and commercialization of public space
Each visually perceptible site has potential for advertising. Especially with their urban structures but also landscapes in sight through ticket prices are increasingly becoming media for advertising. Signs, posters, billboards, flags have been decisive factors in the urban appearance and their number is still increasing. "Outdoor advertising has become unavoidable. Traditional billboards and transit shelters have cleared the way for more radical methods such as packed vehicles, sides of buildings, electronic signage, kiosks, taxis, posters, sides of buses, and more. Digital technologies used on buildings for sport "Urban wall screens. In urban areas commercial content is placed in our sight and into our consciousness every moment we are in the public sphere. The German newspaper Zeit 'Called it a new kind of dictatorship, that one can not escape. [21] Over time, this dominion over the environment becomes the "natural" state. Through long-term commercial saturation, it was implicitly understood by the public that advertising has the right to own, occupy and control every inch of available space. The steady normalization of invasive advertising dulls the public's perception of their surroundings, which will be reinforced by a general attitude impotence creativity and change, and thus a cycle develops gives advertisers to slowly and continuously increasing saturation of advertising with little or no public outcry. "[65]
The massive optical orientation of advertising changing function of public space exploited by brands. Urban landmark has been transformed into marks. The highest pressure known and heavily visited public spaces; which also are important for identity in a city (eg Piccadilly Circus, Times Square, Alexander Platz). Byrum are public commodities and as such they are subject to the "aesthetic environmental protection ", mainly through building regulations, heritage protection and landscape protection." It is in this capacity that these places are now being privatized. They are packed with billboards and signs, they are transformed into media advertising. "[34] [35]
[Edit] Socio-cultural issues: sexism, discrimination and prejudices
"Advertising has an" agenda setting function, which is the ability, with vast sums of money to put consumption as the sole item. In the fight for a share of the conscience that amount to non-treatment (ignorance) of what is not commercial and what is not advertised. Advertising should reflect community standards and give a clear picture of the target market. Area outside commerce and advertising serving muses and relaxation remain without respect. [Neutrality disputed] With increasing force advertising does well in the private sphere so that vote trading is the dominant way of expressing in society. "[66] Advertising critics see advertisements as the leading light in our culture. Sut Jhally and James Twitchell go beyond considering advertising as a kind of religion, and that advertising even replace religion as an important institution. [67]
Corporate advertising (or commercial media) are the largest single psychological project ever undertaken by the human race. But all that its impact on us remains unknown and largely ignored. When I think of media influence years, decades, I believe in them, brainwashing experiments conducted by Dr. Ewen Cameron in a Montreal psychiatric hospital in 1950 (see MKULTRA). The idea of CIA-sponsored "depatterning" experiments was to outfit conscious unconscious or semi-conscious subjects with headphones and flooding their brains with thousands of repetitive "run" messages that can change their behavior over time …. Advertising aims to do the same. "[25]
Advertising is aimed specifically at young people and children, and increasingly reduces young people to consumers. [49] For Sut Jhally is not "surprising that something this central and with so much being spent on it should become an important presence in social life. Indeed, commercial interests intent on maximizing the use of the immense collection of commodities has colonized more and more of the spaces in our culture. For example almost the entire media system (television and print) has been developed as a delivery system for marketers its primary function is to produce audience for sale to advertisers. Both advertisements it carries, as well as the editorial field, which acts as a support for it, celebrate consumer society. The film system at once without direct influence of the wider marketing system is now fully integrated into the strategies through licensing, tie-ins and product placements. The primary function of many Hollywood movies today is that support the sale of the huge collection of raw materials. As public funds drained from the non-profit cultural sector, [art galleries, museums and symphonies offer corporate sponsorship. "54] At the same place way is education and publicity are increasingly penetrating schools and universities. Cities like New York, accepting sponsors for the public playgrounds. "Even the pope has been marketed … Pope's 4-day visit to Mexico in … 1999 was sponsored by Frito-Lay and PepsiCo. [68] The industry is accused of being one of the engines powering a convoluted economic mass production system which promotes consumption. Regarding social effects are concerned it does not matter whether advertising fuel consumption, but as values, behavior patterns and allocations of view it is disseminated. Advertising is accused of hijacking the language and means of pop culture, protest movements and even subversive criticism and not shy away from scandalizing and breaking taboos (such as Benneton). This in turn encourages counterclaim what Kalle Lasne in 2001 opfordrede''blokering Jam of the jammers.'' Anything goes. "It is a key social-scientific issues, what people can be done to make a suitable design conditions and of great practical importance. For example it from a variety of experimental psychology experiments can be assumed that people can be made to do something they are capable of when According to the social condition can be created. "[69]
Advertisements often use stereotypical gender roles for men and women that reinforce existing stereotypes, and it has been criticized as "accidental or even intentionally promoting sexism, racism and ageism … At very least, advertising often reinforces stereotypes by drawing on recognizable "type" to tell stories in a single image or 30 seconds time frame. "[38] The activities are depicted as typical male or female (stereotyping). Besides humans are reduced to their sexuality or treated as commodities and gender-specific qualities are exaggerated. Sexualized female bodies, but increasingly also men, to serve as an eye catcher. In advertising it is usually a woman who is depicted as
- servants of men and children, responding to the demands and complaints about their loved ones with a bad conscience and promise for immediate improvement (washing, food)
- a sexual or emotional play toys for self-affirmation of men
- a technically completely clueless is (almost always men) who can only handle a child-resistant operation
- female expert, but from stereotypical of fashion, cosmetics, food or at best medicine
- as ultra-thin, sleek and very thin.
- makes the soil work for others, such as serving coffee, while a journalist interviews a politician [70]
Much of the advertising deals with promotion of products relating the "ideal body image." It is mainly targeted at women, and in the past had this type of advertising directed almost exclusively against women. Women in advertising is generally portrayed as good-looking women who are in good health. This is not the case for the average woman. Therefore gives a negative message of body image to the average woman. Because of the media, girls and women who are overweight, and otherwise "normal" feels almost obliged to take care of themselves and keep fit. They feel under high pressure to maintain an acceptable body weight and take care of their health. The implications of this are low self-esteem, eating disorders, self mutilation and beauty operations for the women who just can not bring himself eating right or getting the motivation to go to the gym. EU parliament adopted a resolution in 2008 that advertising not discriminatory and degrading. This shows that politicians are increasingly concerned about the negative effects of advertising. But are the benefits of promoting overall health and fitness often overlooked. Men are also negatively portrayed as incompetent and the butt of every joke in advertising.
[Edit] Children and young people
The children in the market, where opposition to weak advertising is the "pioneer of ad creep." [71] "Kids are among the most sophisticated observers of the ads. They can sing jingles and identifying logos, and they often have strong feelings about products. What they generally do not understand is the issues that underlie how advertising works. Mass media are used not only to sell goods but also ideas: how we should behave, what rules are important, we should respect and what we should value. "[72] Youth are increasingly reduced to the role of consumer. Not only makers of toys, candy, ice cream, breakfast food and sports articles prefers to target their marketing at children and adolescents. For example, an ad for a breakfast cereal in a canal aimed at adults have music that is a soft ballad that refers to a channel aimed at children, the same ad using a catchy rock jingle for the same, so
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