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fashion police grammys

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

1895 An ad for a product weight gain.

At the turn of the century, there were few career choices for women in business, however, advertising was one of the few. Because women were responsible for most of the purchase made at home, advertisers and agencies recognized the value of women's intuition in the creative process. In fact, advertising skin you love to play "[6].

In the 1920s, radio stations were established first by the manufacturers of 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, each radio program was usually sponsored individual by a single company for a brief mention of the company's name at the beginning and end of the sponsored shows. However, the owners of the radio station soon found realized they could make more money by selling sponsorship rights petty assignments to companies across multiple broadcasts of radio stations, rather than selling the sponsorship rights to single businesses per show.

A Print the notice of the issuance of the Encyclopedia Britannica 1913 people who argue that radio spectrum should be considered as part of the commons - to be used only for non-commercial and 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 Royal Charter in 1927. In Canada, advocates like Graham Spry were also able to convince the federal government to adopt a public funding model, building Canadian Broadcasting Corporation. However, in the United States, the capitalist model imposed with the approval of the Communications Act of 1934, which created the Commission FCC. [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 time of several 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, including The United States Steel Hour. In some cases 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 into a modern approach which creativity was allowed to shine, producing unexpected messages that made advertisements more tempting to the eyes of consumers. The Volkswagen ad campaign-with headlines as "Think Small" and "Lemon" (which is used to describe the appearance of the car)-ushered in the era of modern advertising by promoting a "position" or "unique selling proposition" designed to associate each brand with a specific idea or mind reader the viewer. This period of American advertising is called the Creative Revolution and its archetype was William Bernbach who helped create the revolutionary Volkswagen ads 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 cable television and particularly MTV. Pioneering the concept of the music video, MTV ushered in a new type of advertising: the consumer tunes in the advertisement, rather than a byproduct or afterthought. In cable television and satellite became increasingly common, thematic channels emerged, including channels entirely devoted to advertising, such as QVC, Home Shopping Network, ShopTV and Canada.

Marketing through Internet has opened new frontiers for advertisers and contributed to the "dotcom" boom of the 1990s. companies operating in 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, started a change in online 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 leading advertising medium, however, advertising spending as a percentage of GDP was slightly lower-about 2.4 percent. [9]

A recent innovation is advertising "guerrilla marketing", which involve unusual approaches such as step 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 advertising is becoming advertising message.Guerrilla 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 trend increasingly interactive and "embedded" ads, such as via product placement, consumers are voting via text messages and several innovations use of social networking services like MySpace.

[Edit advertising] Public

The same procedure advertising techniques used 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 able to reach and motivate a broad audience. "Advertising justifies its existence when used in the public interest - is too powerful tool for exclusive use 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 sophisticated communications advertising and marketing techniques (for usually associated with commercial enterprise) on behalf of noncommercial, public interest issues and initiatives.

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

Public service announcements peaked during 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. Media Commercial advertising can include wall paintings, billboards, street furniture, printed brochures and rack cards, radio, cinema and television ads, banners, mobile phone screens, shopping carts, web popups, skywriting, bus stop benches, human billboards, 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 in diapers disposable bathroom door stalls, stickers on apples in supermarkets, shopping cart handles (grabertising), the first section of 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 Products: TV commercial and music in advertising

The TV commercial is considered general format of mass market advertising market, as reflected in the prices of high-TV networks charge for commercial broadcast television during popular events. The party annual football Super Bowl in the United States is known as the most important advertising festival on television. The average cost of a thirty-second television ad just relate to the product.

Virtual advertising can be inserted into regular television programming through computer graphics. Usually inserted into otherwise blank backdrops [10] or used to replace local billboards that are not relevant to the audience of the media at a distance. [11] More controversially, virtual billboards may 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 a portmanteau of 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 buys the product via phone phone announced free and its website. Infomercials describe, display and often demonstrate products and their features, and usually have testimonials from consumers and professionals industry.

[Edit] Radio advertising

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

ad radio radio waves are emitted into the air from a transmitter to an antenna and a receiver in this way a device. Airtime is purchased from a station or network in exchange for forwarding commercial. 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 media with a broad readership base, as one of the major national newspapers and magazines, the most narrowly targeted as local newspapers and periodicals in highly specialized topics. A form of advertising in the press classified advertising, which allows individuals or private companies for 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 the Internet and World Wide Web ads, Rich Media ads, advertising for social networks, online classifieds, advertising networks and email marketing, including e-mail spam.

[Edit] Billboard advertising

Billboards are large structures located in public places display advertisements to the approval of pedestrians and motorists. Very often, are located on the main roads with a lot of pass in shopping centers or office buildings, and stadiums.

[Edit advertising] mobile billboard

The advertised daily 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

In-store advertising is an advertisement 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 Promotion 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 several Converse shoes Reloaded, as a result contained many scenes in which Cadillac cars were used. Similarly, product placement Omega watches, Ford, VAIO, BMW cars Aston Martin are featured in recent James Bond film "Casino Royale" in particular. In "Fantastic Four: Rise of the Silver Surfer ", the main transport vehicle shows great Dodge logo on the front. Blade Runner includes some of the most obvious placement product, 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 get credit for promoting specific products and stores or products. Advertisers tend to advertise their products, for example, when celebrities share their favorite products or specific brands clothing designers. Celebrities involved often in advertising 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 bad for public relations of a mark. For example, after execution of eight medals gold at the 2008 Olympics in Beijing, China, swimmer Michael Phelps contract with Kellogg's was closed, as Kellogg's did not want to associate with him after being photographed smoking marijuana.

[Edit] Media and advertising approaches

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

Advertising on the World Wide Web is a phenomenon recent. Prices based advertising on the Web depend on 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. Communication Digital also offers a unique opportunity to see the target audience are reached in the middle. Technology advances also made possible to control the message Digital communication is being used successfully 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 for 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 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 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, besides being a financial burden on 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 prevalent in modern Western societies, is also increasingly criticized. A person can hardly move in the public sphere or the use of half without being advertised. Advertising is increasingly concerned at a giant billboard products of all kinds. The aesthetic and political consequences can not yet foresee. "[20] Hanno Rauterberg in the German newspaper 'Die Zeit 'calls for the publicity of a new type of dictatorship that we can not escape. [21]

Ad creep: "There are ads in schools, airport lounges, Garbage and countless other places. There are ads on beach sand and walls of the bathrooms. [22] "One of the ironies of our time advertising is that with increasing commercialism, which makes it much more difficult for any individual advertiser to succeed, therefore, pushing the poster even the most important efforts. "[23] In a decade in radio advertising amounted to about 18 or 19 minutes per hour in primetime television to the standard 1982 there were over 9.5 minutes of advertising per hour, today is between 14 and 17 minutes. With the introduction of shorter than 15 seconds the ground the total amount of ads even more dramatic increase. The ads are placed not only in the pauses, but also eg baseball broadcasts during the game itself. Flooded the Internet, a market growing by leaps and bounds.

Other growth markets include product placement in programming'''' entertainment and films where it has become standard practice and advertising the products arrive retroactively virtual''''donde in re-run shows. billboards products are virtually inserted into the Major League Baseball broadcasts in the same way, the flags or insignia virtual Street are projected onto a flag or sidewalks input, such as during the arrival of celebrities in the 2001 Grammy Awards. Advertising precedes the showing of films Shorts in cinemas including lavish "produced by companies like Microsoft and DaimlerChrysler." The biggest advertising agencies have begun working aggressively to co-produce programming in conjunction with larger companies media "[24] the creation of programming like infomercials entertainment.

Opponents considers advertising "the most prevalent mental toxic pollutants. From the moment your alarm clock sounds 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 messages Marketing 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 "North American unconscious. [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 Austria, advertising is not simply a "necessary evil" but "a necessary elixir for life" for the business of media, economics and capitalism as a whole. Advertising and mass media interest in creating economic ideology. Knoche describes the product and brand advertising as "weapons producer in the competition for customers and commercial advertising, for example, the automotive industry as a means to collectively represent their interests against other groups, such as companies train. In his editorials and opinion programs in the media, consumer promotion in general, provide a "no cost" 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 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 synonymous with freedom guaranteed by the Constitution of opinion and expression. [31] Therefore to criticize the advertising 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. "Today or in the near future, any number of cases are and will work its way through the court system seeking to prohibit any government regulation of ... commercial speech (for such as 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 with children, free expression is 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. ... The corporations and the wealthy enjoy a power almost as large as that enjoyed by the lords and royalty of feudal times "and" markets are not value free or neutral, not only tend to work the benefit of people with more money, but also by their nature focus on profit above all else .... So now the debate is over whether advertising or labeling of food, or contributions to the campaign speech ... if the rights to be protected by the First Amendment can only be effective in the service of a fraction of citizenship and the exercise of these rights gives undue power policy and undermines the ability of the balance of the public to exercise those rights and / or constitutional rights, then it is not necessarily legitimate protected by the First Amendment. "Moreover," those who have the ability to participate in the free press 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 right constitutional. Because on the one hand, advertising invades the privacy of physics, on the other hand, is used increasingly important, information-based communication with assembled private information without the knowledge or consent of consumers or targeted groups.

To 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 related to the 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, "Sut Jhally writes: 20. century advertising is the most powerful and sustained system of propaganda in human history and cultural impact accrued, unless quickly checked, will be responsible for the destruction of the world as we know [37].

[Edit] The price of care worldwide publicity. In Germany, for example, the advertising industry represents 1.5% of gross national income, the figures for other developed countries are similar. [citation needed] Therefore, advertising and growth are direct and causal relationship. On the growth based economy 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 their main objective increase consumption. "The industry is accused of being one of the driving power of a complex economic system of mass production, which 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 in society. The amount total circulating in society is composed of care exchanged between the people and the attention devoted to media reports. Only the latter is homogenized by quantitative measurement and only the latter assumes the character of a coin anonymous. "[34] [35] According to Franck, any presentation surface that can guarantee a degree of care that works 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. In 2002 there were 360,000 people employed in the business advertising. Revenues from Internet advertising has doubled to almost 1 billion euros from 2006 to 2007, giving the highest rates of growth.

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

[Edit] Influence and air

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

The most important element of advertising is not information but the use of the suggestion about making associations, emotions (appeal to emotion) and inactive units 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, distraction, reward, fears (fear appeal), such as illness, weaknesses, 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 of commodities under the strain of modern marketing. With the rise to prominence of modern marketing, commercialism - the translation of human relationships in commercial relationships - even a phenomenon intrinsic to capitalism, has expanded exponentially. "[42] 'cause-related marketing" in which advertisers link their product with a noble social cause has boomed in the last decade.

Advertising exploits the role model celebrities or popular characters 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, " use the promise of making the irresistible is the ideal form of objects and symbols in the subjective experience of a person. Obviously, in a society in which care revenue goes to the front, the consumer is drawn to self-esteem. As a result, the consumer becomes a "job" the lure of a person. From the subjective point of view, this "work" camps opening unexpected dimensions for advertising. Advertisement assumes the role of an adviser to life on appeal. (...) The cult around the attraction itself is what Christopher Lasch described as a "culture of narcissism." "[35] [36]

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

Advertising draws "heavily on theories psychological about how to create themes, allowing advertising and marketing to take a "more clearly psychological tinge '(Miller and Rose, commodity, as the fundamental premise of the advertising culture is that the material in the sale is not in itself sufficient. Even goods that provides the everyday needs of everyday 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 "you can do in the sense of" anything "" (McFall, 2002, p. 162) and the "same" things can be equipped with different meanings for different individuals and groups of people, offering visions produced series of individualism. [1]

Before advertising is done, the market research institutions need to understand and describe the target group exactly to plan and implement advertising campaign and to achieve the best possible results. A complete series 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]. Large amounts of data about people and their buying habits are collected, accumulated, aggregated and analyzed with the help of credit cards, bonus cards, Internet sweepstakes and surveys. With this increased accuracy provides an overview of the behaviors, desires and weaknesses of certain sectors of a population in which ad can 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 behavioral sciences, are constantly searching methods increasingly refined, sophisticated, subtle and cunning to make advertising more effective. "Neuromarketing is a controversial new marketing field which uses medical technologies such as functional magnetic resonance imaging (fMRI) - not to cure, but to sell products. Advertising and marketing companies have used for long time, 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 huge advertising and marketing attack that includes undoubtedly the biggest project ever undertaken individual psychological. However, this great company is still ignored by the American Psychological Association. "[45] with the exception of public service broadcasting are privately owned. Your income is generated primarily through advertising, in the case of newspapers and magazines 50 to 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 greater proportion of advertising, the greater the dependency. This the way they present in their moments of frankness as a branch of the advertising industry. "[48]

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

"Journalists have long faced pressure to shape stories to advertisers and owners costume .... the vast majority of executives in the television news departments found their "cooperative" in shaping the news to help in the "non-traditional revenue development." [50] reporting negative and unwanted influence can be prevented or when advertisers threatened to cancel orders or just when there is no danger of such cancellation. Media and dependency as a threat becomes real when there is only one dominant or very few major advertisers. The influence of advertisers not only with respect to news or information about their products or services but expands to articles advertising. Another problem seen by critics of censorship is the refusal of the media not to accept ads that are not 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 the 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. The rate measures to see the attention of the media to the offices of the information provided. The service of this attraction is sold to the advertising business "[35] and the index audience determine the price that may be required for advertising.

"Advertising companies determine the content of shows has been part of everyday life own program to produce a "free" and save the radio station the high cost of content production. Therefore, the company wants its ads expansion and, of course, their products placed on the show. Thus, the series' Ma Perkins was created, which P & G used skillfully to promote Oxydol, the leading brand years in detergents and soap operas 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 U.S. Chrysler company, before it was merged with Daimler Benz its Office, Pentacom, sent a letter to numerous magazines, demanding to be sent, an overview of all issues before the next edition is published in "avoid the potential conflict. "Chrysler, in particular, wanted to know if there would be items with" sexual, political or social "or that the content could be seen as "provocative or offensive. Pentacom executive David Martin said:" Our argument is that anyone looking for products to $ 22,000 would want around things positive. There is nothing positive about an article on child pornography. "[52] In another example," USA Network held top-level, off the record "meetings" with advertisers in 2000 to tell them what the network's content type of programming they wanted to United States for advertising. "[53] TV programs are created to meet the needs of advertising, for example, divide them into appropriate sections. His drama is typically designed to complete 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 marketing system in many Hollywood films today is to assist in the sale of the immense collection of commodities. [54] The press called the 2002 Bond film "Die Another Day "with 24 major partners to promote an" ad-'y company said that James Bond has now been "licensed to sell" "As has become standard practice of placing products in movies," has obvious implications for what kind of films attract placement product and what kind of films will therefore be more likely to get done "[55].

The publicity and information are increasingly difficult distinguish from each other. "The borders between advertising and the media .... They become more and more diffuse in August .... I Fischer, chairman of Axel Springer publishing company as a "proven association between the media and advertising business," which critics regard as nothing more that 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. The establishment of priorities in this order in fact says it all on "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 work, for example, Coca Cola to help sell your product. (...) For an advertising message is perceived viewer's brain must be at our disposal. The work of our programs is to make it available, that is, to distract, relax and be ready between the two messages. It is time available to sell the human brain Coca Cola. "[56]

Because of these dependencies a wide public and critical debate on advertising and its influence on information and freedom of expression is difficult to obtain, at least through the channels of traditional media, otherwise this will cut the branch they are sitting. "The idea the commercial basis of the media, journalism and communication could have disturbing implications for democracy is excluded from the book "Our Master's Voice - Advertising "social ecologist James Rorty (1890-1973) wrote:" The mouth of the gargoyle is a speaker, driven by vested interests 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 commodification of culture and sports

Performances, exhibitions, shows, concerts, conventions and more events can hardly 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 his art for commercial purposes. Corporations to promote renowned artists, so get exclusive rights in global advertising campaigns. Broadway shows such as "outstanding commercial support La Bohème 'As a whole [60].

Advertising itself is widely regarded as a contribution to culture. Advertising is integrated fashion. In many parts 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 alternative, where the values can be expressed. A final important area, the universities, a strong pressure to open for business and interests [61].

inflatable billboard in front of a sports stadium

Competitive sports have become unthinkable without the 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 the results of the advertising revenue less. Jürgen Hans-Jörg Huth and Stiehl speak of a 'Sports / Media Complex is a complicated mix of media, agencies, managers, promoters, sports, advertising etc, with partially common and partially divergent interests, but in any case with commercial common interests. Media communication allegedly at the center of the stage, because 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 car traffic as 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 12.8% risk of becoming regular smokers compared with 7.0% of the boys who did not follow motor racing. "[63]

It is not for sale tickets, but transmission influence the media brought many changes in sports including the entry of new sports trend "in the Games Olympic distances alteration of competition, the rule changes, animation of the spectators, sports facilities changes, the cult of heroes sports down quickly in advertising and entertainment business for its media value [64] and last but not least, the name and the change of name sports stadiums after corporations. "In the sports setting on the logic of the media can contribute to erosion values such as equality of opportunity or equity, to excessive demands on athletes through public pressure and multiple exploitation or deception (Doping, manipulation of results ...). It is in the interest of the media and sport to combat this danger because the sports media communication 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. Signs, posters, billboards, banners have become decisive factors in 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, posters, side buses, and more. Digital technologies are used in buildings for sport "urban sample of the 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" called it a new type of dictatorship that we can not escape. " [21] Over time, this domination of the surrounding area has become the "natural" state. invasive advertising dulls the public's perception of its environment, re-enforcement of a general attitude of powerlessness toward creativity and change, thus a cycle develops enabling advertisers to slowly and steadily increasing the saturation Advertising with little or no public outcry. "[65]

The massive change orientation advertising perspective the role of public spaces that are used by the marks. urban landmarks become brands. The increased pressure exerted on the popularity and highly frequented public spaces that 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 "protection aesthetic environment, mainly through building regulations, heritage protection and landscape protection. "It is in this capacity [35]

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

"Advertising has an agenda" function adjustment "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, 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 clear the target market. Areas without commerce and advertising that serves the Muses and relaxation are meaningless. [Neutrality disputed] With the increased strength advertising fits in the private sector so that the voice level of trade becomes the dominant form of expression in society. "[66] Advertising critics see advertising as a leading light in our culture. Sut Jhally and James Twitchell go beyond advertising as a kind of religion and even replaces advertising religion as a key institution [67].

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

Advertising is particularly aimed at young people and children, and shrinking more young consumers. [49] For Sut Jhally is not "surprising that something so central and so spent, he should become a major presence in social life. Indeed, commercial interests intended to maximize consumption of the immense collection of 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 that performs as well as the drafting issue that acts as a support for it, celebrate the consumer society. The home theater system at once outside the influence direct marketing system larger, is fully integrated into it through strategies licensing tie-ins and placement product. The main function of many Hollywood movies today is to assist in the sale of the immense collection of commodities. Since public funds should go to schools and universities penetrating. Cities like New York, accepting sponsors for public playgrounds. "Even the Pope has sold ... The 4-day pope visits to Mexico 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 securities, 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 represented as typical male or female (stereotypes). In addition people are reduced to their sexuality or

• servants 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)
• a game emotional or sexual toy for men's self-assertion
• a totally disoriented be (almost always men) who can only manage a child-resistant operation
• experienced woman, but the stereotype of the fields of fashion, cosmetics, food or medicine again
• as ultra thin and stylish, and very thin.
• doing ground work for others, such as pouring coffee, while a journalist interviews a politician [70]

Much of advertising deals with the promotion of products corresponding to the body image ideal. This is mainly directed toward 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, give a negative message of body image of the average woman. Because of the media, girls and women who are overweight, and otherwise "normal" I feel almost obliged 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 so we decided we did not eat well or have the motivation to go to the gym. The EU Parliament passed a resolution in 2008 that advertising can not be discriminatory and degrading. This shows that politicians are increasingly concerned about the negative impacts of advertising. However, the benefits of health promotion and status physical are often overlooked. Men are also negatively portrayed as incompetent and the butt of every joke in advertising.

[Edit] Children and adolescents as target groups

The market for children, where resistance is weaker advertising, is the pioneer "for the ad creep." [71] "Children are among the most sophisticated observers of the ads. They can sing the jingles and identifying logos, and often have strong feelings about products. What we generally do not understand, however, are the underlying issues of 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 the manufacturers of toys, candy, ice cream, breakfast foods and sporting goods prefer to target their promotion children and adolescents. For example, an advertisement for a breakfast cereal in a canal aimed at adults will have the music which is a soft ballad, while in a channel aimed at children, the same ad using a catchy jingle rock the same way

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