proposal assignment --2 topics 150 words for each ( due in 5 hours)

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CMNS 130 Advertising

Ying-Fen Huang

Housekeeping

•  Group presentation starts next week

Automobile advertising in the early 20th century

1889 1890

What is Advertising?

q “System of communication through which goods and services are brought to the attention of the general public” (Raymond Williams, 1997)

q Advertising as a “Magic System” (Raymond Williams)

q Advertising as a “promotional culture” (Wernick, 1991)

Four Roles of Advertising q To gain audience’s attention through

entertainment

q  https://www.youtube.com/watch?v=sDf751c1yiA

q To establish an image or personality for product https://www.youtube.com/watch?v=WFNXwor69-U

q To entice new customers to try the product or service

q To reassure existing customers

Advertising and “Needs”

q Advertising artificially creates “needs” in order to encourage consumption

q These “needs” are social constructions adjusted to serve capitalist industries.

q Audiences act as consumers of both advertising and products, and have been used as bait for obtaining more advertising investment. (Breton and Proulx, 1993)

Advertising as a Main Source of Media Revenue

q Advertising is the economic engine of the entire communication system

q Advertisers buy advertising time from Networks to get access to Audiences

q This is ‘audited’ by rating companies like Nielsen or BBM in Canada

q How much they buy and when they buy are determined by their target audiences

q In digital age: Google – doesn’t commodify the attention time of the users but the keywords binding to advertisers – social media algorithms

The Critical Perspective

q Advertising creates false consciousness q Creating demands, desires and consumption habits.

q Contributes to the standardization of cultural products and standardizing the consumer.

q Fuels the “dominant ideology” of capitalism: consumption!!!

q As a “transmission belt” of capitalism. q Audience Commodity: audience as a commodity

manufactured by media (Dallas Smythe)

•  Advertising and the end of the world – video.

•  https://thoughtmaybe.com/advertising-and- the-end-of-the-world/

•  (watch the first 25 minutes)