Happiness This Way

Advertising

The Egyptians used the papyrus for sales messages and posters. Commercial messages and political campaign displays have been found in the ruins of Pompeii and ancient Arabia. Lost and found advertising on papyrus was common in ancient Greece and ancient Rome. Mural painting or rock commercial advertising is another manifestation of an ancient advertising form, which is present today in many parts of Asia, Africa and South America. The tradition of mural painting paintings date back to India cave dating back to 4000 BC C. [4]. History tells us that out of home advertising and billboards are the oldest forms of advertising.

As people and cities of the Middle Ages began to grow, and the general populace was unable to read the signs now say shoemaker, miller, blacksmith, tailor or would use an image associated his trade as a beginning, a dress, a hat, a watch, a diamond, a horse shoe, a candle or even a bag of flour. Fruits and vegetables were sold in the Square the city from the back of trucks and carts and their owners use called street (peddlers) to announce their whereabouts for the convenience of customers.

Post that education became an apparent need and reading as well as printing, advertising developed expanded to include handbills. The advertisements century 17 began to appear in weekly newspapers in England. These early print advertisements were used mainly to promote books and newspapers, which became increasingly affordable with advances in printing, and medications that are increasingly sought after disease ravaged Europe. However, false advertising and the so-called "quack" advertisements became a problem, which ushered in the regulation of advertising content.

As economy expanded during the 19th century, advertising grew alongside. In the United States, the success of this advertising format eventually led to growth advertising by mail.

In June 1836, the French newspaper "La Presse" was the first to include paid advertising in its pages, allowing it to lower its prices, broaden its readership and increase its profitability and the formula was quickly copied by all titles. Around 1840, Volney Palmer created a predecessor to Boston advertising agency. [5] For the same time, in France, Charles-Louis Havas expanded its services news agency, Havas brokerage to include advertising, which is the first French group to organize. At first, agencies were agents of advertising space in newspapers. NW Ayer and Son was the first full-service agency to assume responsibility for advertising content. NW Ayer opened in 1869, and was in Philadelphia [5].

1895 An ad for a product of the weight gain.

At the turn of the century, there were few career choices for women in business, however, advertising was a of the few. Since women were responsible for most of the purchase made at home, advertisers and agencies recognized the value of women's intuition in the process creative. In fact, the first American advertising to use a sexual sell was created by a woman – a soap product. Although tame by today's standards, the ad appears a couple with the message "The skin you love to play" [6].

In the 1920s, radio stations were established first by manufacturers radio equipment and retailers that offer programs in order to sell more radios to consumers. Over time, many nonprofit organizations as well in creating their own radio stations, and included: schools, clubs and civic groups. [7] When the practice of sponsoring programs became popular, every radio show individual usually sponsored by one company for a brief mention of the company's name at the beginning and end of the sponsored shows. However, owners of the radio station soon realized they could make more money by selling sponsorship rights petty assignments to companies over emissions multiple radio stations, rather than selling the sponsorship rights to single businesses per show.

A Print the announcement of the 1913 emission Encyclopedia Britannica

This practice was carried on television in the late 1940s and early 1950s. A fierce battle was fought between those trying to sell the radio and people who argue that radio spectrum should be considered as part of the commons – to be used only for non-commercial and for the public good. The United Kingdom is a model of public financing for the BBC, originally a private company, the British Broadcasting Company, incorporated as a public body by Royal Charter in 1927. In Canada, advocates like Graham Spry were also able to convince the federal government to adopt a funding model public, the creation of the Canadian Broadcasting Corporation. However, in the United States, the capitalist model imposed with the approval of the Communications Act of 1934, that created the Federal Communications Commission. [7] To placate the socialists, the U.S. Congress required commercial broadcasters to operate in the "public interest, convenience and necessity. "[8] The public service that exists today in the U.S. due to the 1967 Public Broadcasting Act that led to the Public Broadcasting Service and National Public Radio.

In the 1950s, the DuMont Television Network began the modern trend of selling advertisement time to multiple sponsors. Previously, 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 the industry standard for commercial television in the United States. However, it remained a common practice for single sponsor shows, such as The United States Steel Hour. In some instances the sponsors exercised great control over the content of the sample – up to and including having an advertising agency actually writing the show. The single sponsor model is much less prevalent now, a notable exception is the Hall of Fame Hallmark.

The 1960s saw advertising transform a modern approach in which creativity was allowed to shine, producing unexpected messages that made advertisements more tempting to the eyes of consumers. The Volkswagen ad of the campaign, with headlines such as "Think Small" and "Lemon" (which is used to describe the appearance of the car)-ushered in the era of advertising modern by promoting a "position" or "unique selling proposition" designed to associate each brand with a specific idea the reader or viewer's mind. This period of American advertising is called the Creative Revolution and its archetype was William Bernbach who helped create the ads for Volkswagen revolutionary among others. Some of the most creative advertising dates and long-standing of America in this period.

The 1980s and early 1990s saw the introduction of cable television and particularly MTV. Pioneering the concept of the music video, MTV ushered in a new type of advertising: the melodies consumer in the advertisement, rather than a byproduct or afterthought. In cable television and satellite became each increasingly common, thematic channels emerged, including channels entirely devoted to advertising, such as QVC, Home Shopping Network, ShopTV and Canada.

Marketing on the Internet has opened new frontiers for advertisers and contributed to the "dotcom" boom of the 1990s. operating companies more than all the advertising revenue, offering everything from coupons to free Internet access. At the turn of the 21st century, a number of websites including search engine Google, launched an online exchange with an emphasis on contextual advertising relevant, unobtrusive ads intended to help, rather than inundate, users. This has led a plethora of similar initiatives and an increasing trend of interactive advertising.

The proportion 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, posters streetcars, and outdoor posters. Advertising spending as a percentage of GDP was about 2.9 percent. In 1998, television and radio had become the major advertising media. However, advertising spending as a percentage of GDP was slightly lower-about 2.4 percent. [9]

A recent innovation advertising is "guerrilla marketing", which involve unusual approaches such as step meetings in public places, giveaways of products such as cars that covered with brand messages, and interactive advertising where the viewer can respond to become part of the advertising message.Guerrilla advertising is becoming increasingly popular with a lot of companies. This type of advertising is unpredictable and innovative, which makes consumers buy the product or idea. This reflects a growing trend of interactive and "embedded" ads, such as via product placement, consumers are voting via text messages and use a number of innovations of social networking services like MySpace.

[Edit advertising] Public

The same procedure used advertising techniques to promote commercial products and services can be used to inform, educate and motivate the public about non-trade issues such as HIV / AIDS, political ideology, energy conservation and deforestation.

Advertising, in its non-commercial version, is a powerful educational tool capable of reaching and motivating to a wide audience. "Advertising justifies its existence when used in the public interest – is too powerful tool to use solely for commercial purposes. "- Attributed to Howard Gossage by David Ogilvy.

Public service announcements, advertising noncommercial, public interest advertising, cause marketing, and social marketing are different terms (or aspects of) the use of advertising and marketing sophisticated communications techniques (generally associated with commercial enterprise) on behalf of noncommercial, public interest issues and initiatives.

In the United States, the licensing of radio and television by the FCC is contingent upon a certain amount of radio public service announcements. To meet these requirements, many radio stations in the largest American air part of its public service announcements require overnight or early morning when the smallest percentage of viewers are watching, leaving more time slots days and the first commercially available for high-paying advertisers.

Public service announcements 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

Virtually any environment can be used for advertising. The commercial media Advertising can include wall paintings, billboards, street furniture, printed brochures and rack cards, radio, cinema and television ads, banners, screen phones mobile, shopping carts, web popups, skywriting, bus benches, billboards human, magazines, newspapers, town criers, sides of buses, banners attached to or aircraft parts ("logojets"), advertisements in flight tray tables or overhead compartments backup storage, taxi doors, roof mounts and passenger screens, musical stage shows, subway platforms and trains, elastic bands on disposable diapers, door posts Bathroom, stickers on apples in supermarkets, shopping cart handles (grabertising), the first section of audio and video, posters, and the backs of event tickets and grocery receipts. Any place an "identified" sponsor pays to deliver their message through a medium is advertising.

[Edit] TV

Main Products: TV commercial and music in advertising

The TV commercial is generally considered mass-market format advertising market, as reflected in the prices of high-TV networks charge for commercial broadcast television during popular events. The annual football match in the Super Bowl United States is known as the festival's most successful advertising on television. The average cost of a thirty-second television spot in this game alone has reached 3 million U.S. $ (In 2009).

Most television commercials feature a song or jingle that listeners soon relate to the product.

Virtual advertising can be inserted into regular television programming through computer graphics. Usually inserted into otherwise curtains white [10] or used to replace local billboards that are not relevant to the audience of the media at a distance. [11] More controversially, billboards Virtual can be inserted at the bottom [12] where none exist in real life. Virtual product placement is also possible. [13] [14]

[Edit infomercials]

Main article: Infomercial

An infomercial is a television commercial long-form, usually five minutes or more. The word "infomercial" is an acronym for the words "information" and "commercial." The main objective in an infomercial is to create an impulse purchase, so that the consumer believes that a presentation and immediately purchase the product through the advertised toll-free telephone number and website. Infomercials describe, often show and demonstrate products and their features, and usually have testimonials from consumers and industry professionals.

[Edit] radio advertising

Radio advertising is a form of advertising through the medium of radio.

radio ads radio waves are emitted into the air from a transmitter to a receiver antenna and a thus a device. Airtime is purchased from a station or network in exchange for broadcast advertisements. While radio has the obvious limitation of being restricted to sounds, proponents of radio advertising often cite this as an advantage.

[Edit] Media Advertising

Press advertising describes advertising in print media such as newspapers, magazines, or trade journal. This covers everything from the media with a broad readership base, as one of the major national newspapers and magazines, the most narrowly targeted as local newspapers and magazines specializing in niche topics. A form of advertising in the press classified advertising, which allows individuals or private companies for the purchase of an advertisement, either specifically for a low rate of advertising a product or service.

[Edit] Online advertising

Online advertising is a form of promotion that uses Internet and World Wide Web with the express purpose of delivering marketing messages to attract customers. Examples of online advertising include contextual ads that appear in the pages of search engine results, banner advertisements, the text ads, rich media ads, advertising, social networks, online classifieds, advertising networks and e-mail marketing, including e-mail spam.

[Edit] Billboard advertising

Billboards are large structures located in public places display advertisements passing pedestrians and motorists. Very often, are located on the main roads with lots of passing motor and pedestrian traffic, however, can be placed anywhere with large numbers of spectators, as in public transport vehicles and in stations in shopping centers or office buildings, and stadiums.

[Edit advertising] mobile billboard

The newspaper advertised to RedEye your target market in the North Avenue Beach with a billboard boat on Lake Michigan.

mobile billboards are usually installed in a vehicle fences or digital displays. These can be dedicated to vehicles built to carry advertisements along the routes of pre-selected by customers, can also be trucks specially equipped or in some cases, large posters scattered from airplanes. The fences have been lit, and some are backlit, and others who use lights. Some displays poster are static while others change, for example, continuously or periodically rotating among a set of ads.

Mobile displays are used for various situations in metropolitan areas worldwide, including:

• Target advertising
• In one day, and long-term campaigns
• Conventions
• Sporting Events
• Store openings and similar promotional events
• Great advertising for companies small
• Others

[Edit] Publicity Stores

Advertise in-store advertising is placed in a retail store. It involves placing a product in a store in conspicuous places, like at eye level, at the ends of aisles and counters near the box, shows striking a specific product promotion, and advertising in places such as shopping carts and video screens in stores.

[Edit] Surreptitious advertising

Main article: Product placement

surreptitious advertising, also known as guerilla advertising is when a product or brand is embedded in entertainment and media. For example, in a movie, the main character can use an element or another of a particular brand, like in the movie Minority Report where Tom Cruise's character John Anderton owns a phone with the Nokia logo clearly written on the top, 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 shoes Converse on several occasions, which he described as "classical" because the film is set in the distant future. I, Robot and Spaceballs also showcase futuristic cars with the Audi and Mercedes-Benz logos clearly displayed on the front of vehicles. Cadillac chose to advertise in the movie The Matrix Reloaded, as a result contained many scenes in which Cadillac cars were used. Similarly, product placement Omega watches, Ford, VAIO, BMW and Aston Martin cars are featured in recent James Bond film, "Casino Royale "in particular. In" Fantastic Four: Rise of the Silver Surfer ", the main transport vehicle displays a large logo on the Dodge front. Blade Runner includes some of the most obvious product placement, the entire movie stops to display a poster of Coca-Cola.

[Edit Celebs]

Main article: Celebrity brand

This type of advertising focuses on using the power of celebrity, fame, money, popularity to gain recognition for their products and promote specific stores or products. Advertisers tend to advertise their products, for example, when celebrities share your favorite products or wear specific brands or designers. Celebrities are often involved in advertising campaigns such as television or print ads to publicize specific products or general.

The use of celebrities to support a brand can have its drawbacks, however. An error of a celebrity can be detrimental to public relations of a mark. For example, after execution of eight gold medals at the 2008 Olympics in Beijing, China, swimmer Michael agreement Phelps to Kellogg's was closed, like Kellogg's would not associate with him after he was photographed smoking marijuana.

[Edit] Media and advertising approaches

Increasingly, other media are overtaking many of the "traditional" media as television, radio and newspapers due to a shift to the consumer using the Internet for news and music as well as devices like computers digital video recording (DVR) like TiVo.

Advertising on the World Wide Web is a recent phenomenon. Prices based advertising on the Web depend of the "importance" of web content in the vicinity and traffic to the website.

Digital communication is about to become an important means of communication because of its ability to reach a wider audience for less money. Digital communications also provide a unique opportunity to see the target audience are reached in the middle. Technology advances also made possible to control the message digital signature, with great precision, allowing messages to be relevant to the target audience at any given time and place that in turn get more response from advertising. Digital communication is being employed success in supermarkets. [15] Another successful use of digital signature entertainment in places such as restaurants [16]. and shopping centers [17].

E-mail advertising is another recent phenomenon. unsolicited bulk e-mail advertising is known as "e-mail spam." Spam has been a problem for email users mail for many years.

Some companies have proposed to place messages or corporate logos on the side of booster rockets and the International Space Station. There is controversy about the effectiveness of subliminal advertising (see mind control), and the pervasiveness of mass messages (see propaganda).

advertising without pay (also called "advertising advertising), can provide good exposure at minimal cost. Personal recommendations ("bring a friend, "" sell "), spreading rumors, or achieving the feat of equating a brand with a common name (in the United States," Xerox " = "Photocopier", "Kleenex" = tissue, "Vaseline" = petroleum jelly, "Hoover" = vacuum cleaner, "Nintendo" (Often used by people exposed to many video games) = video games, and "Band-Aid" = adhesive bandage) – these can be seen as the pinnacle of any advertising campaign. However, some companies oppose the use of its brand name to identify an object. Equating a brand with a common name also the risk of turning that brand into a genericized trademark – turning it into a generic term which means that its legal protection as a trademark is lost.

As the mobile phone became a new media in 1998 when the first paid downloadable content appeared on mobile phones in Finland, was only a matter of time until mobile advertising followed, also for the first time in Finland in 2000. For 2007 the value of advertising Mobile had reached 2.2 billion U.S. dollars and providers and out of the billions of mobile ads AdMob.

More mobile ads advanced include banner ads, coupons, multimedia messaging and picture messaging service video, advergames and various engagement marketing campaigns. A feature particular driving mobile ads is the 2D Barcode, which replaces the need to do any typing of web addresses, and uses the Camera modern phones for immediate access to web content. 83 percent of Japanese mobile phone users already are active users of codes 2D bar.

A new form of advertising that is growing rapidly is social network advertising. It is online advertising with a focus on sites social networks. This is a relatively immature market, but has shown great promise as advertisers are able to take advantage of the demographic information of the user provided the social networking site. Friendertising is a more accurate term advertising that people are able to direct to others directly through social network service.

From time to time, The CW Television Network airs short programming breaks called "content wraps," to announce products of a company during an entire commercial break. The CW pioneered "content wraps" and some featured products were Herbal Essences, Crest, Guitar Hero II CoverGirl, and recently Toyota.

Recently, there appeared a new concept of promotion, "ARvertising" advertising Reality technology Increased.

[Edit] Criticism of advertising

While advertising can be seen as necessary for economic growth is not free of social costs. Unsolicited commercial messages and other forms of spam have become so frequent that have become a major nuisance to users of these services, addition to being a financial burden for Internet service providers. [18] Advertising is increasingly invading public spaces such as schools, which some critics argue is a form of child exploitation. [19] In addition, advertising will often use psychological pressure (eg, appealing to feelings of inadequacy) intended for the consumer, which can be harmful.

[Edit] Hyper-commercialism and commercial tidal wave

The criticism of advertising is closely linked to the criticism of the media and often interchangeable. You can refer to audio-visual aspects (eg, saturating the public spaces and radio), environmental aspects (eg, pollution, packaging size, the increased consumption), political aspects (for example, dependence on the media, freedom of expression, censorship), financial (expenses), ethical / moral / social issues (for example, sub-conscious influence, invasion of privacy, increase consumption and waste, the target groups, some products, honestly) and, of course, a mixture thereof. Some aspects are further subdivided and some may cover more than one category.

As advertising is becoming more prevalent in modern Western societies, it is also increasingly criticized. A person can hardly move in the public sphere or the use of half without being advertised. Advertising occupies public space and increasingly invading the privacy of individuals, many of whom consider it a nuisance. "It is increasingly difficult to escape advertising and media. … Public space is becoming a giant billboard products of all kinds. The aesthetic and political consequences can not yet foresee. "[20] Hanno Rauterberg the German newspaper 'Die Zeit' calls for the publicity of a new type of dictatorship that can not escape [21].

Ad creep: "There are ads in schools, airport lounges, doctors offices, movie theaters, hospitals, gas stations, elevators, convenience stores, the Internet, on fruit, at ATMs in the garbage cans and countless other places. There are ads on beach sand and walls the restrooms. [22] "One of the ironies of advertising in our times is that with increasing commercialism, which makes it much more difficult for any individual advertiser to succeed, therefore, pushing the poster even greater efforts. "[23] In a decade of advertising in radios amounted to about 18 or 19 minutes per hour in primetime television standard until 1982 there were over 9.5 minutes of advertising per hour, today is between 14 and 17 minutes. With the introduction of 15 seconds shorter than the total field of the ads even more dramatic increase. The ads are placed not only breaks, but eg also in the transmission of baseball during the game itself. It is flooding the Internet, a growing market by leaps and bounds.

Others growth markets are''product placement''in entertainment programming and films where it has become a standard practice and advertising the products arrive virtual''''donde retroactively re-run shows. billboards products are virtually inserted into the Major League Baseball broadcasts in the same way, virtual flags or insignia of the street is projected on an entrance pavilion or sidewalks, for example during the arrival of celebrities in the 2001 Grammy Awards. Advertising precedes the showing of films in cinemas, including films prodigal "Produced by companies like Microsoft and DaimlerChrysler." The biggest advertising agencies have begun to work aggressively to co-produce programming in conjunction with larger companies media "[24] the creation of entertainment programming like infomercials.

Those equate opposing the growing amount of advertising in a "tidal wave" and restrictions "prey" of the flood. Kalle Lasn, one of the critical more open to advertising on the international scene, believes that advertising "the most prevalent mental toxic pollutants. From the time your radio alarm goes off in the morning to the wee hours of television microjolts late night commercial pollution flooding in his brain at a rate of about 3,000 marketing messages per day. Every day an estimated twelve billion display ads, 3 million radio commercials and more than 200,000 television commercials are dumped into collective unconscious of North America. [25] In the course of his life, the average American watches three years of advertising on television [26].

More recent developments are the games that incorporate products into its content, special channels commercial patients in hospitals and public figures sports temporary tattoos. Unrecognizable as a method of advertising is llamada''''marketing guerrilla is spreading 'buzz' about a new product in the target. U.S. Cities Cash-strapped back not provide police cars for advertising. [27] A trend, especially in Germany, the companies buying the names of sports stadiums. Hamburg Football Volkspark first stage became the AOL Arena and then the SAS Nordbank Arena. The Neckarstadion Stuttgart became the Mercedes-Benz Arena, Dortmund Westfalenstadion now is the Signal Iduna Park. The former SkyDome in Toronto was renamed the Rogers Centre. Other events recent ones, for example, that the underground stations in Berlin all have been redesigned rooms and exclusive product to rent to a company. Düsseldorf even has "Multi-sensory" adventure transit stops equipped with speakers and systems that spread the smell of detergent. Swatch uses spotlights to project messages in the TV tower Berlin Victory Column, which was fined because it was done without permission. The illegal scheme was part of the promotion and added [21].

We all know business management standard that advertising is a mainstay, if not "the pillar" of growth-oriented free capitalist economy. "Advertising is part of the bone marrow of corporate capitalism." [28] "Contemporary capitalism could not function and global production networks could not exist as they do without advertising. [1]

For scientific communication and media Manfred Knoche economist at the University of Salzburg, Austria, advertising is not simply a "necessary evil" but "a necessary elixir for life" for the business of media, economy and capitalism as a whole. Advertising and mass media interest in creating economic ideology. Knoche describes the advertising of products and brands as "weapons producer competition for customers and commercial advertising, for example, the automotive industry as a means to collectively represent their interests against other groups, such as railway companies. In his editorials and opinion programs in the media, the promotion of consumption in general, provide a "cost free" services to producers and sponsors of a "means of payment widely used 'in advertising. [29] Christopher Lasch argues that advertising leads to an overall increase of consumption in society, "Advertising serves not so much to advertise products as to promote consumption as a way of life." [30]

[Edit] Publicity and constitutional rights

Advertising is synonymous with freedom guaranteed by the Constitution of opinion and expression. [31] So to criticize an advertisement or any attempt to restrict or prohibit the advertising is almost always regarded as an attack on fundamental rights [citation needed] (First Amendment in the U.S.) and meets the combined and concentrated the strength of the company and especially the advertising community. "At present or future Next, any number of cases are and will work its way through the court system seeking to prohibit any government regulation of … speech commercial (eg advertising or labeling of food) on the basis that such regulation would violate citizens and corporate First Amendment rights to freedom of expression or press freedom. "[32] An example of this debate is the advertising of snuff or alcohol, but also direct mail or flyers (covered mailboxes), advertising in the phone, internet and advertising to children. Several legal restrictions on spam, advertising on mobile phones, compared children, the snuff, alcohol has been introduced by the U.S., EU and other countries. Not only the business community resists the advertising restrictions. The advertising as a means of free expression has been firmly established in society [citation West] Required. McChesney argues that the government deserves constant vigilance when it comes to such regulations, but certainly not "the only anti-democratic force in our society. … Corporations and the rich enjoy an almost as large as that enjoyed by the lords and royalty of feudal times "and" markets are not value free or neutral, not only tended to work for the benefit of people with more money, but also by their nature focus on profit above all else …. Therefore, today the debate advertising is whether or labeling of food, or campaign contributions speech … if the rights to be protected by the First Amendment can only be effective in the service a fraction of the citizenry, and the exercise of these rights gives undue power policy and undermines the ability of the balance of the citizenry to exercise the same rights and / or constitutional rights, it is not necessarily legitimate protected by the First Amendment. "Moreover," those who have the ability to participate in the press Free is able to determine who can speak to the great mass of citizens who can not. "[33] Critics argue in turn that advertising invades privacy is a constitutional right. Because on the one hand, advertising physically invade the privacy of the other, is used increasingly important, based on information communication with private data assembled without the knowledge or consent of consumers or targeted groups.

For Georg Franck Vienna University of Technology Advertising is part of what he calls "mental capital" [34] [35], taking one term (mental), which has been used by groups linked to the environment mental environment, such as Adbusters. Franck mixed economy "care" with Christopher Lasch's culture under capitalism narcissm mental [36] In his essay " Advertising on the edge of the Apocalypse, "writes Sut Jhally: 20. century advertising is the most powerful and sustained system of propaganda and human history cumulative cultural effects, unless quickly checked, will be responsible for the destruction of the world as we know [37].

[Edit] The price of care and the hidden costs

Advertising has become a multibillion dollar business in which many depend. In 2006 391 billion U.S. was spent worldwide on advertising. In Germany, for example, the advertising industry represents 1.5% of gross national income, the figures for other developed countries countries are similar. [citation needed] Therefore, advertising and growth are direct and causal relationship. As for the economy growth based can be blamed for the harmful form of human life (Society of abundance) Advertising must be considered in this aspect in relation to its negative impact, since its main objective is to increase consumption. "The industry is accused of being one of the driving power of a complex economic system of mass production promotes consumption. [38]

The attention and care have become a new product for which a developed market. "The amount of attention that is absorbed by the media and distributed in the competition for the fees and the scope is not identical to the amount of attention, which is available on the society. The total amount circulating in the society is composed of care exchanged between the people and the attention devoted to media reports. Only the latter homogenized by quantitative measurement and only the latter assumes the character of a coin anonymous. "[34] [35] According to Franck, any surface presentation that can guarantee a degree of care that operates magnet for attention, for example, media that are actually meant for information and entertainment, culture and the arts, public space etc is this attraction that sells the advertising business. The German Advertising stated that in 2007 were 30.78 billion euros spent on advertising in Germany, [39] 26% in newspapers, on television 21%, 15% by mail and 15% in magazines. In 2002 there were 360,000 people employed in the advertising business. Revenues from Internet advertising has doubled to almost one billion euros from 2006-2007, giving the highest rates of growth.

Spiegel Online reported that in the U.S. in 2008 for the first time that more money was spent for online advertising (U.S. $ 105.3 million) on TV (98.5 million U.S. dollars). The largest amount spent in 2008 is still in print (147 million U.S. dollars). [40] For the same year, Welt-Online reported that the U.S. pharmaceutical industry spent almost twice the amount on advertising (57.7 billion) than it did in the research ($ 31.5 million). However, Marc-André Gagnon und Joel Lexchin York University, Toronto, estimated actual expenditures for advertising are even greater because not all posts are recorded by the research institutions. [41] Not including campaigns of indirect advertising, such as sales, rebates and price reductions. Few consumers are aware of the fact that they are paying for every cent spent for relations public, advertising, discounts, packages, etc., as normally be included in the calculation of the price.

[Edit] Influence and air

Advertising McDonald's in the Via di Propaganda, Rome, Italy

The most important element of advertising is not information but the use of the suggestion, more or less making associations, emotions (appeal to emotion) and inactive records in the sub-consciousness of people, such as sexual desire, herd instinct, desires, such as happiness, health, fitness, appearance, self-esteem, reputation, membership, social status, identity, adventure, entertainment, the reward, fears (fear appeal), as sickness, weakness, loneliness, need, uncertainty, security or prejudice, learned views and amenities. "All human needs, relationships, and fears – the depths of the human psyche – become mere means for the expansion of the universe commodity under the strain of modern marketing. With the rise to prominence of modern marketing, commercialism – the translation of human relations in the relations business – even a phenomenon intrinsic to capitalism, has expanded exponentially. "[42] 'cause-related marketing' that connect advertisers product with a noble social cause has boomed over the last decade.

Advertising exploits the role model celebrities or famous people and makes deliberate use of humor as well as partnerships with the color, melodies, certain names and terms. In total, these are factors of how one is perceived and self-worth. In his description of "mental capitalism" Franck says, "the promise of making the irresistible consumption is the ideal way of objects and symbols on experience a person's subjective. Obviously, in a society where attention income is ahead, the consumer is drawn to self-esteem. As a result, the consumer becomes in "work" in the attraction of a person. From the subjective point of view, this "work" camps opening unexpected dimensions for advertising. Advertising assumes the role of a counselor in attracting life. (…) The cult around one's attraction is what Christopher Lasch described as a "culture of narcissism. "[35] [36]

For critics of advertising Another serious problem is that 'long concept of separation between advertising and editorial / creative sides of the media is collapsing rapidly "and advertising is increasingly difficult to differentiate from news, information or entertainment. the boundaries between advertising and programming are becoming blurred. In accordance with the commercial media companies this participation has no influence on the actual content of media, but as McChesney puts it, "this statement can not pass the test, even the most basic laugh is so absurd." [43]

Advertising draws "heavily on psychological theories about how to create themes, allowing advertising and marketing assume a "more clearly psychological tinge '(Miller and Rose, 1997, quoted in Thrift, 1999, p. 67). Increasingly, the emphasis in advertising has gone to provide "facts" information to the symbolic connotations of commodities, because the fundamental premise of the advertising culture is that the material subject of the sale is not in itself sufficient. Even goods that provides the daily necessities of daily life must be imbued with symbolic qualities and culturally endowed meanings through the "magic system (Williams, 1980) of advertising. In this way, and by altering the context in which prompts, things "can be made in the sense of" anything "'(McFall, 2002, p. 162) and the" same "things can be endowed with meaning different for different individuals and groups of individuals, offering mass produced visions of individualism. [1]

Before advertising is done, the institutions market research need to understand and describe the group to plan and implement exactly the publicity campaign and to achieve the best possible results. A series Full of science directly across the advertising and marketing, or used to enhance its effects. Focus groups, psychologists and cultural anthropologists son'''''de rigorous market research "[44]. A lot of data about people and their buying habits are collected, accumulated, aggregated and analyzed with the help Credit cards, bonus cards, sweepstakes and surveys online. With this increased accuracy provides an overview of the behaviors, desires and weaknesses certain sectors of a population that announcement may be used more selectively and effectively. The effectiveness of advertising is improved by advertising research. Universities, of course with the support of companies and in cooperation with other disciplines (s. above), especially psychiatry, anthropology, neurology and science behavior, are constantly seeking ways of becoming more refined, sophisticated, subtle and cunning to make advertising more effective. "Neuromarketing is a controversial new field of marketing which uses medical technologies such as functional magnetic resonance imaging (fMRI) – not to cure, but to sell products. Advertising and marketing firms have long used the ideas and research methods of psychology 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 enormous publicity and marketing attack that includes, without doubt, the biggest project ever undertaken individual psychological. However, this great company is still ignored by the American Psychological Association. "[45] Robert McChesney calls" the greatest concerted attempt at psychological manipulation in human history. "[46]

[Edit] The dependence of the media and corporate censorship

Almost all media are advertising media and many of them are exclusively media and advertising, with the exception of public service broadcasting are privately owned. Your income is generated predominantly through advertising in newspapers and magazines where 50-80%. public service broadcasting in some countries may also rely heavily on advertising as a source of income (up to 40%) [47]. According to critics of the media that spreads without ads can be independent and a higher proportion advertising, the greater the dependency. This dependence has "different implications for the nature of media content …. In the business press, the media often refer to exactly the way they present in their moments of frankness as a branch of the advertising industry. "[48]

In addition, media private communications are increasingly subject to mergers and concentration of ownership often entangling situations and opaque. This development, Henry A. Giroux a course called "threat to democratic culture", [49] itself should be enough to sound all alarms in a democracy. Five or six agencies dominate advertising industry U.S. $ 400 billion U.S. world.

"Journalists have long faced pressure to shape the stories to advertisers and owners in a suit …. the vast majority of executives in the television news departments found their "cooperative" in shaping the news to help the "non-traditional revenue development." [50] reporting a negative and unwanted can be prevented or influence when advertisers threatened to cancel orders or just when there is no danger of such cancellation. Media and dependency as a threat becomes when there is only one real dominant or very few major advertisers. The influence of advertisers not only with respect to news or information about their own products or services but expands to articles or programs that are not directly linked to them. In order to secure advertising revenue in the media have to create the best conditions' advertising environment. Another problem seen by critics of censorship is the refusal of the media not to accept advertisements that are of interest. A notable example of this is refusing to broadcast television ads by Adbusters. Groups of trying to place ads and are rejected by networks [51].

It is mainly the potential audience that will decide the program on radio and television. "Your business is to absorb as much attention as possible. Rate measures to see the attention of the media to the offices of the information provided. The service for this attraction sold the advertising business "[35] and the ratings determine the price that may be required for advertising.

"Advertising companies determine the content of shows has been part of everyday life in the U.S. since 1933. Procter & Gamble (P & G) …. offers a music radio station that makes history (Now known as "barter"): the company could produce own program of "free" and save the radio station high production costs content. Therefore, the company wants to expand its advertising and, of course, their products placed on the show. Thus, the series' Ma Perkins was created, P & G Oxydol skilfully used to promote the brand leader in detergents years and the soap opera was born … "[52]

While critics Basically, worry about the subtle influence of the economy in the media, there are also examples of blunt exercise any influence. The company Chrysler USA, before it merged with Daimler Benz had its Office Pentacom, send a letter to numerous magazines, demanding to be sent, an overview of all issues before the next edition is published in "to avoid potential conflict." Chrysler, above all, wanted to know if there were articles with "sexual or social policy "or that the content could be seen as provocative or offensive. Pentacom executive David Martin said: "Our argument is that any seeker products to $ 22,000 would like surrounded by positive things. There is nothing positive about an article on child pornography. "[52] In another example, the Network of U.S. held top-level-off the record "meetings with advertisers in 2000 to tell them what type of content network programming they wanted to United States for advertising. [53] TV programs are created to meet the needs of advertising, for example, divide in appropriate sections. His drama is typically designed to end on hold or leave a question unanswered to keep the viewer attached.

The home theater system at a time outside the direct influence of the wider marketing system, is fully integrated into it through strategies licensing tie-ins and product placement. The prime function of many Hollywood films today is to assist in the sale of the vast collection commodity. [54] The press called the 2002 Bond film "Die Another Day 'with 24 major partners to promote a" firm ad-'y James Bond said, "now has been" fully licensed "As has become standard practice of placing products in films," has obvious implications for what kind of films attract product placement and what kind of films will therefore be more likely to get done "[55].

The publicity and information are increasingly difficult to distinguish from each other. "The borders between advertising and the media …. The become more and more blurred …. The August Fischer, board chairman of the Axel Springer publishing company as a "proven association between the media and advertising business, "which critics as nothing more than the infiltration of the rights and journalistic freedoms." According to RTL-executive Helmut Thoma "private channels can not and will not serve any mission, but only the company's goal is the" acceptance by the advertising business and the viewer. Setting priorities in this order in fact says everything about the "program design" private television. "[52] Patrick Le Lay, former managing director of TF1, private French television channel, with a market share of 25 to 35%, said: "There are many ways of talking about television. But from a business standpoint, let's be realistic: basically, TF1's job is, for example, Coca Cola to help sell your product. (…) For an advertising message that the viewer's brain perceives to be available to us. The work of our programs is to make it available, that is, to distract, relax and have it ready between the two messages. Human brain is time available to sell to Coca Cola. "[56]

Because of these dependencies a broad public debate and fundamental on advertising and its influence on information and freedom of expression is difficult to obtain, at least through the channels of traditional media; otherwise these are cutting the branch you are sitting. "The idea that the commercial basis of the media, journalism and communication could have disturbing implications for democracy lies outside the range of legitimate debate "and" capitalism is out of bounds as a topic of debate legitimate U.S. culture political "[57].

In the early critics of the basic structure of U.S. journalism Upton Sinclair was with her novel The Brass Check that highlights the influence of owners, advertisers, public relations, and economic interests of the media. In its book "Our Master's Voice – Advertising" social ecology James Rorty (1890-1973) wrote: "The mouth of the gargoyle is a speaker, powered by the vested interests of an industry that moves two billion, and the back of the vested interests of business as a whole, industry, finance. Is never silent, that drowns all other voices, and does not suffer reproach, because it is the voice of America? That's his claim and, to some extent is a just claim …"[ 58]

It has taught us how to live, what to fear, which to be proud of, how to be beautiful, how loved, how to be envied, how to succeed .. No wonder the American population tends increasingly to speak, think and feel in terms of the Jabberwocky? That the service of art, science and religion are progressively expelled to the periphery of American life to become marginal values, cultivated by marginal people in marginal time? "[59]

[Edit] The commercialization of culture and sport

Performances, exhibitions, shows, concerts, conventions and other events more difficult can take place without sponsorship. The growing arts and culture need to buy the service of the attraction. Artists are classified and paid according to the value of their art for commercial. Corporations promote the well-known artists, so get exclusive rights in global advertising campaigns. Broadway shows such as "Featured commercial support of La Bohème 'as a whole [60].

Advertising itself is widely regarded as a contribution to culture. Advertising is integrated fashion. In many pieces of clothing company logo or design is only one important part of it. There is very little space left out of the consumer economy, where culture and art can be developed independently and alternatively, where the values can be expressed. A final important area, the universities, a strong pressure to open for business and their interests [61].

inflatable billboard in front of a sports stadium

Competitive sports have become unthinkable without sponsorship and there is a mutual dependence. Higher advertising revenue is only possible with a comparable number of viewers or readers. On the other hand, the poor performance of a team or an athlete on the results of less advertising revenue. Jürgen Hans-Jörg Huth and Stiehl speak of a 'Sports / Media Complex is a complicated mixture media, agencies, managers, promoters, sports, advertising etc, with partly common and partly conflicting interests, but in any case with the common interests commercial. The media is supposed to center stage as it can provide the other parties involved, with a scarce resource, namely, (potential) public attention. In sports, "the media are able to generate huge sales in both circulation and advertising." [62]

"Sports sponsorship is recognized by the advertising industry to be worth snuff. A diary Snuff Industry in 1994 described the Formula One car as "the most powerful advertising space in the world." …. In a cohort study in 22 secondary schools in England in 1994 and 1995 children whose favorite sport was racing television had a 12.8% risk of becoming regular smokers compared with 7.0% of the boys who did not follow motor racing. "[63]

It is not the sale of tickets, but the transmission rights, sponsorship and merchandising, meanwhile, are most sports associations and sports club revenues with the IOC (International Olympic Committee) to the head. The influence of the media brought many changes sports including entry of new sports trend "in the Olympics, the alteration of the distances of competition, the rule changes, animation of the spectators, the changes of sports facilities, worship of sports heroes that quickly sets in advertising and entertainment business value media [64] and last but not least, the naming and renaming of sports stadiums after corporations. "In sports setting on the logic of the media can contribute to the erosion of values such as equality of opportunity or equity, to excessive demands athletes through public pressure and multiple exploitation or cheating (doping, manipulation of results …). It is in the interest of the media and sport to combat this danger because the sports media can only work as long as there is a sport [64].

[Edit] Occupation and the commercialization of public space

Visually perceptible Each place has a great potential for advertising. Especially in urban areas with its structures, but also in view of landscapes through rates are increasingly becoming media for advertising. Signals posters, billboards, banners have become decisive factors in the urban appearance and their number continues to rise. "Outdoor advertising has become inevitable. Traditional billboards and transit shelters have paved the way for more widespread methods, such as vehicles involved, the sides of buildings, electronic signs, kiosks, taxis, billboards, sides of buses, and more. Digital technologies are used in buildings for sport "urban sample wall. In urban areas commercial content is placed in our eyes and in our consciousness at every moment we are in the public space. The German press, "Zeit" he called a new type of "dictatorship you can not escape." [21] With time, this domination of the surrounding area has become the "natural" state. Through long-term commercial saturation, it has become implicitly understood by the public that advertising has the right to own, occupy and control every inch of available space. The normalization constant of invasive advertising dulls the public's perception of their environment, re-enforcement of a general attitude of powerlessness toward creativity and change, which develops a cycle enable advertisers to slowly and steadily increasing saturation of advertising with little or no public outcry. "[65]

The massive change orientation advertising perspective the role of public spaces that are used by brands. become urban landmarks brands. The increased pressure exerted on the popularity and highly frequented public spaces are also important for the identity of a city (eg, Piccadilly Circus, Times Square, Alexanderplatz). Urban spaces are public property and in this capacity subject to "environmental protection aesthetic" mainly through building regulations, heritage protection and landscape protection. "It is in this capacity that these spaces are being privatized. They are dotted with signs and signals, was remodeled in the media for publicity. "[34] [35]

[Edit] socio-cultural issues: sexism, discrimination and stereotypes

"Advertising has an agenda" adjustment function "which is the capacity, with large sums of money, to put the consumer as a single point on the agenda. In the battle for a share of public awareness, which is equivalent to non-treatment (Ignorance) of everything that is not commercial and what is not advertised for. Advertising should be a reflection of societal norms and give a clear idea of the target market. Free trade areas and advertising that serves the Muses and relaxation are meaningless. [neutrality disputed] With the increase in the strength of advertising fits in the private sector area so that the voice of the trade becomes the dominant form of expression in society. "[66] Advertising advertising critics see as leading light in our culture. Sut Jhally and James Twitchell go beyond advertising as a kind of religion and advertising that even replaces religion as a key institution [67].

"The advertising business (or business circles) is the largest single project ever undertaken by the psychological human race. However, for all that, its impact on us remains unknown and largely ignored. When I think of media influence over, for decades, I think in the experiments brainwashing conducted by Dr. Ewen Cameron, a Montreal psychiatric hospital in the 1950s (see MKULTRA). The idea of the CIA-sponsored "deprogramming" experiments was to equip conscious, unconscious or semiconscious issues with the headphones, and flooding their brains with thousands of repetitive "driving" messages that might alter their behavior over time …. Advertising aims to do the same. "[25]

Advertising is targeted especially at youth and children and increasingly reduces young people to consumers. [49] For Sut Jhally is not "surprising that something so central and so was spent it must become a presence in social life. Indeed, commercial interests intended to maximize the use of the vast collection of products commodities have increasingly colonized spaces of our culture. For example, almost the whole system of media (television and print) has been developed as a delivery system for sellers, whose main function is to produce for sale to the public for advertisers. Both advertising by and the question of wording that acts as a support for it, celebrate the consumer society. The home theater system at a time outside the direct influence of the system broader market, is now fully integrated into it through strategies licensing tie-ins and product placement. The function leading many Hollywood films today is to assist in the sale of the immense collection of commodities. Given that public funds should go to the cultural sector non-commercial art galleries, museums and symphonies offer corporate sponsorship. "[54] In the same way out is the system of education and publicity is increasingly penetrating schools and universities. Cities like New York, accepting sponsors for public playgrounds. "Even the Pope has been marketed … The Pope's visit to Mexico four days in 1999 … was sponsored by Frito-Lay and PepsiCo. [68] The industry is accused of being one of the driving power of a complicated economic system of mass production, which promotes consumption. As regards the social impact of advertising does not matter if fuel consumption, but the values patterns of behavior and assignments of which means that it spreads. Advertising is accused of hijacking the language and popular culture media, protest movements and even subversive criticism and not shy away from scandal and break taboos (eg, Benetton). This in turn urges action against him, in 2001 llamado''Jamming Kalle Lasn La''Jammers Jam. Anything goes. "It is a central question the social sciences what people can do through the proper design conditions and practical importance. For example, a large number of experimental psychology experiments can be assumed, that people can do to make what they are able, when according to social status can be created. "[69]

Advertising often uses gender-specific stereotype roles of men and women are reinforced clichés and has been criticized as "inadvertently or intentionally to promote sexism, racism, age discrimination and … At least, advertising often reinforces stereotypes on the basis of recognizing the "types" to tell stories in a single image or 30 frames per second time. [38] The activities are presented as typical male or female (stereotypes). In addition people are reduced to their sexuality or equated to commodities and gender-specific qualities are exaggerated. Men sexualized female bodies, but also increasingly serve as striking. In advertising in general is a woman who was being represented as

• servants of men and children who react to the demands and grievances of their loved ones with a bad conscience and the promise of immediate improvements (washing, food)
• emotional or sexual play toy for the affirmation of men
• technique totally clueless to be (almost always men) who can only manage a child-resistant operation
• experienced woman, but stereotypes of the field of fashion, cosmetics, food or medicine again
• as ultra thin and stylish, and very thin.
• doing ground work for others, for example, serving coffee, while a reporter interview a politician [70]

Much of advertising deals with the promotion of products corresponds to the body image ideal. This is mainly directed towards women, and in the past, this type of advertising was directed almost exclusively to women. Women in advertising in general portrayed as beautiful women who are in good health. This, however, is not for the average woman. Therefore, given a message negative body image of the average woman. Because of the media, girls and women who are overweight, and otherwise "normal" I feel almost bound to take care of themselves and keep fit. They are high pressure to maintain an acceptable body weight and take care of your health. The consequences of this are low self-esteem, eating disorders, self-mutilation, and operations of beauty for women and we decided we did not eat well or have the motivation to go to the gym. The parliament of the EU adopted a resolution in 2008 that advertising can not be discriminatory and degrading. This shows that politicians are increasingly concerned about the negative impacts advertising. However, the benefits of promoting health and fitness are often overlooked. Men are also portrayed negatively as incompetent and the butt of every joke in advertising.

[Edit] Children and adolescents as target groups

the children's market, where resistance the advertising is weaker, is the pioneer "for flow of ads." [71] "Children are among the most sophisticated observers advertisements. They can sing the jingles and identifying logos, and often have strong feelings about the products. What we generally do not understand, however, are the issues behind how advertising works. The media are not only used to sell products, but also ideas: how to behave, what rules are important, we must respect and what we should value. "[72] Youth is increasingly reduced to the role of a consumer. not only manufacturers toys, candy, ice cream, breakfast foods and sporting goods prefer to target your promotion to children and adolescents. For example, an advertisement for a cereal breakfast in a canal aimed at adults will have the music which is a soft ballad, while in a canal aimed at children, the same ad using a catchy rock jingle in the same way

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