COLEGIUL NAIONAL DRAGO-VOD

PROFIL : MATEMATIC-INFORMATIC BILINGV ENGLEZ

ATESTAT LA LIMBA ENGLEZ

COORDONATOR :

ABSOLVENT :

Prof. Bornea Vasile

ofron Renata Carina

MAY 2010

Advertising

A Coca-Cola ad from the 1890s

Advertising is a form of communication intended to persuade an audience (viewers, readers or
listeners) to take some action. It includes the name of a product or service and how that product
or service could benefit the consumer, to persuade potential customers to purchase or to consume
that particular brand. Modern advertising developed with the rise of mass production in the late
19th and early 20th centuries.
Commercial advertisers often seek to generate increased consumption of their products or
services through branding, which involves the repetition of an image or product name in an effort
to associate related qualities with the brand in the minds of consumers. Different types of media
can be used to deliver these messages, including traditional media such as newspapers,
magazines, television, radio, outdoor or direct mail; or new media such as websites and text
messages. Advertising may be placed by an advertising agency on behalf of a company or other
organization.
Non-commerical advertisers that spend money to advertise items other than a consumer product
or service include political parties, interest groups, religious organizations and governmental
agencies. Nonprofit organizations may rely on free modes of persuasion, such as a public service
announcement.
In 2007, spending on advertising was estimated at more than $150 billion in the United States
and $385 billion worldwide.

Contents

1 History
o 1.1 Public service advertising

2 Types of advertising
o 2.1 Television

2.1.1 Infomercials

o 2.2 Radio advertising

o 2.3 Press advertising
o 2.4 Online advertising
o 2.5 Billboard advertising

2.5.1 Mobile billboard advertising

o 2.6 In-store advertising

o 2.7 Covert advertising
o 2.8 Celebrities

3 Media and advertising approaches

4 Criticism of advertising
o 4.1 Advertising and constitutional rights
o 4.2 The price of attention and hidden costs
o 4.3 Influencing and conditioning
o 4.4 The commercialisation of culture and sports
o 4.5 Occupation and commercialisation of public space

o 4.6 Socio-cultural aspects: sexism, discrimination and stereotyping

o 4.7 Children and adolescents as target groups

5 Regulation

6 Future
o 6.1 Global advertising
o 6.2 Trends

7 Advertising research

8 Bibliography
o 8.1 General
o 8.2 Advertising critics

9 External links

History

Edo period advertising flyer from 1806 for a traditional medicine called Kinseitan
Egyptians used papyrus to make sales messages and wall 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. Wall or rock
painting for commercial advertising is another manifestation of an ancient advertising form,
which is present to this day in many parts of Asia, Africa, and South America. The tradition of
wall painting can be traced back to Indian rock art paintings that date back to 4000 BC. History
tells us that Out-of-home advertising and billboards are the oldest forms of advertising.
As the towns and cities of the Middle Ages began to grow, and the general populace was unable
to read, signs that today would say cobbler, miller, tailor or blacksmith would use an image
associated with their trade such as a boot, a suit, a hat, a clock, a diamond, a horse shoe, a candle
or even a bag of flour. Fruits and vegetables were sold in the city square from the backs of carts
and wagons and their proprietors used street callers (town criers) to announce their whereabouts
for the convenience of the customers.
As education became an apparent need and reading, as well as printing, developed advertising
expanded to include handbills. In the 17th century advertisements started 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 the printing press; and
medicines, which were increasingly sought after as disease ravaged Europe. However, false
advertising and so-called "quack" advertisements became a problem, which ushered in the
regulation of advertising content.
As the economy expanded during the 19th century, advertising grew alongside. In the United
States, the success of this advertising format eventually led to the growth of mail-order
advertising.

In June 1836, French newspaper La Presse was the first to include paid advertising in its pages,
allowing it to lower its price, extend its readership and increase its profitability and the formula
was soon copied by all titles. Around 1840, Volney Palmer established a predecessor to
advertising agencies in Boston. Around the same time, in France, Charles-Louis Havas extended
the services of his news agency, Havas to include advertisement brokerage, making it the first
French group to organize. At first, agencies were brokers for advertisement space in newspapers.
N. W. Ayer & Son was the first full-service agency to assume responsibility for advertising
content. N.W. Ayer opened in 1869, and was located in Philadelphia.

An 1895 advertisement for a weight gain product.

At the turn of the century, there were few career choices for women in business; however,
advertising was one of the few. Since women were responsible for most of the purchasing done
in their household, advertisers and agencies recognized the value of women's insight during the
creative process. In fact, the first American advertising to use a sexual sell was created by a
woman for a soap product. Although tame by today's standards, the advertisement featured a
couple with the message "The skin you love to touch".In the early 1920s, the first radio stations
were established by radio equipment manufacturers and retailers who offered programs in order
to sell more radios to consumers. As time passed, many non-profit organizations followed suit in

setting up their own radio stations, and included: schools, clubs and civic groups. When the
practice of sponsoring programs was popularised, each individual radio program was usually
sponsored by a single business in exchange for a brief mention of the business' name at the
beginning and end of the sponsored shows. However, radio station owners soon realised they
could earn more money by selling sponsorship rights in small time allocations to multiple
businesses throughout their radio station's broadcasts, rather than selling the sponsorship rights to
single businesses per show.

A print advertisement for the 1913 issue of the Encyclopdia Britannica

This practice was carried over to television in the late 1940s and early 1950s. A fierce battle was
fought between those seeking to commercialise the radio and people who argued that the radio
spectrum should be considered a part of the commons to be used only non-commercially and
for the public good. The United Kingdom pursued a public funding model for the BBC,
originally a private company, the British Broadcasting Company, but incorporated as a public
body by Royal Charter in 1927. In Canada, advocates like Graham Spry were likewise able to
persuade the federal government to adopt a public funding model, creating the Canadian
Broadcasting Corporation. However, in the United States, the capitalist model prevailed with the
passage of the Communications Act of 1934 which created the Federal Communications
Commission. To placate the socialists, the U.S. Congress did require commercial broadcasters to
operate in the "public interest, convenience, and necessity". Public broadcasting now exists in the
United States due to the 1967 Public Broadcasting Act which led to the Public Broadcasting
Service and National Public Radio.
In the early 1950s, the DuMont Television Network began the modern practice 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 standard for the commercial television industry in the
United States. However, it was still a common practice to have single sponsor shows, such as
The United States Steel Hour. In some instances the sponsors exercised great control over the
content of the showup to and including having one's advertising agency actually writing the
show. The single sponsor model is much less prevalent now, a notable exception being the
Hallmark Hall of Fame.
The 1960s saw advertising transform into a modern approach in which creativity was allowed to
shine, producing unexpected messages that made advertisements more tempting to consumers'
eyes. The Volkswagen ad campaignfeaturing such headlines as "Think Small" and "Lemon"

(which were 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 in 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
revolutionary Volkswagen ads among others. Some of the most creative and long-standing
American advertising dates to this period.
The late 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
consumer tunes in for the advertising message, rather than it being a by-product or afterthought.
As cable and satellite television became increasingly prevalent, specialty channels emerged,
including channels entirely devoted to advertising, such as QVC, Home Shopping Network, and
ShopTV Canada.
Marketing through the Internet opened new frontiers for advertisers and contributed to the "dotcom" boom of the 1990s. Entire corporations operated solely on advertising revenue, offering
everything from coupons to free Internet access. At the turn of the 21st century, a number of
websites including the search engine Google, started a change in online advertising by
emphasizing contextually relevant, unobtrusive ads intended to help, rather than inundate, users.
This has led to a plethora of similar efforts and an increasing trend of interactive advertising.
The share of advertising spending relative to GDP has changed little across large changes in
media. For example, in the US in 1925, the main advertising media were newspapers, magazines,
signs on streetcars, and outdoor posters. Advertising spending as a share of GDP was about 2.9
percent. By 1998, television and radio had become major advertising media. Nonetheless,
advertising spending as a share of GDP was slightly lowerabout 2.4 percent.
A recent advertising innovation is "guerrilla marketing", which involve unusual approaches such
as staged encounters 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 the
advertising message.Guerrilla advertising is becoming increasing more popular with a lot of
companies. This type of advertising is unpredictable and innovative, which causes consumers to
buy the product or idea. This reflects an increasing trend of interactive and "embedded" ads, such
as via product placement, having consumers vote through text messages, and various innovations
utilizing social network services such as MySpace.
Public service advertising
The same advertising techniques used to promote commercial goods and services can be used to
inform, educate and motivate the public about non-commercial issues, such as HIV/AIDS,
political ideology, energy conservation and deforestation.
Advertising, in its non-commercial guise, is a powerful educational tool capable of reaching and
motivating large audiences. "Advertising justifies its existence when used in the public interest
it is much too powerful a tool to use solely for commercial purposes." Attributed to Howard
Gossage by David Ogilvy.

Public service advertising, non-commercial advertising, public interest advertising, cause

marketing, and social marketing are different terms for (or aspects of) the use of sophisticated
advertising and marketing communications techniques (generally associated with commercial
enterprise) on behalf of non-commercial, public interest issues and initiatives.
In the United States, the granting of television and radio licenses by the FCC is contingent upon
the station broadcasting a certain amount of public service advertising. To meet these
requirements, many broadcast stations in America air the bulk of their required public service
announcements during the late night or early morning when the smallest percentage of viewers
are watching, leaving more day and prime time commercial slots available for high-paying
advertisers.
Public service advertising reached its height during World Wars I and II under the direction of
several governments.
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
mediums for advertisers.

A DBAG Class 101 with UNICEF ads at Ingolstadt main railway station
Virtually any medium can be used for advertising. Commercial advertising media can include
wall paintings, billboards, street furniture components, printed flyers and rack cards, radio,
cinema and television adverts, web banners, mobile telephone screens, shopping carts, web
popups, skywriting, bus stop benches, human billboards, magazines, newspapers, town criers,
sides of buses, banners attached to or sides of airplanes ("logojets"), in-flight advertisements on
seatback tray tables or overhead storage bins, taxicab doors, roof mounts and passenger screens,
musical stage shows, subway platforms and trains, elastic bands on disposable diapers,doors of
bathroom stalls,stickers on apples in supermarkets, shopping cart handles (grabertising), the
opening section of streaming audio and video, posters, and the backs of event tickets and
supermarket receipts. Any place an "identified" sponsor pays to deliver their message through a
medium is advertising.
Television
The TV commercial is generally considered the most effective mass-market advertising format,
as is reflected by the high prices TV networks charge for commercial airtime during popular TV
events. The annual Super Bowl football game in the United States is known as the most
prominent advertising event on television. The average cost of a single thirty-second TV spot
during this game has reached US$3 million (as of 2009).
The majority of television commercials feature a song or jingle that listeners soon relate to the
product.
Virtual advertisements may be inserted into regular television programming through computer
graphics. It is typically inserted into otherwise blank backdrops or used to replace local
billboards that are not relevant to the remote broadcast audience. More controversially, virtual
billboards may be inserted into the background where none exist in real-life. This technique is
especially used in televised sporting events Virtual product placement is also possible.
The USA's first television advertisement was broadcast July 1, 1941. The watchmaker Bulova
paid $4 for a placement on New York station WNBT before a baseball game between the
Brooklyn Dodgers and Philadelphia Phillies. The 10-second spot displayed a picture of a clock
superimposed on a map of the United States, accompanied by the voice-over "America runs on
Bulova time."

The first TV ad broadcast in the UK was on ITV on 21 September 1955, advertising Gibbs S.R
Toothpaste

Infomercials
An infomercial is a long-format television commercial, typically five minutes or longer. The
word "infomercial" is a portmanteau of the words "information" & "commercial". The main
objective in an infomercial is to create an impulse purchase, so that the consumer sees the
presentation and then immediately buys the product through the advertised toll-free telephone
number or website. Infomercials describe, display, and often demonstrate products and their
features, and commonly have testimonials from consumers and industry professionals.

Radio advertising
Radio advertising is a form of advertising via the medium of radio.
Radio advertisements are broadcasted as radio waves to the air from a transmitter to an antenna
and a thus to a receiving device. Airtime is purchased from a station or network in exchange for
airing the commercials. While radio has the obvious limitation of being restricted to sound,
proponents of radio advertising often cite this as an advantage.
Press advertising
Press advertising describes advertising in a printed medium such as a newspaper, magazine, or
trade journal. This encompasses everything from media with a very broad readership base, such
as a major national newspaper or magazine, to more narrowly targeted media such as local
newspapers and trade journals on very specialized topics. A form of press advertising is
classified advertising, which allows private individuals or companies to purchase a small,
narrowly targeted ad for a low fee advertising a product or service.
Online advertising
Online advertising is a form of promotion that uses the Internet and World Wide Web for the
expressed purpose of delivering marketing messages to attract customers. Examples of online
advertising include contextual ads that appear on search engine results pages, banner ads, in text

ads, Rich Media Ads, Social network advertising, online classified advertising, advertising
networks and e-mail marketing, including e-mail spam.
Billboard advertising
Billboards are large structures located in public places which display advertisements to passing
pedestrians and motorists. Most often, they are located on main roads with a large amount of
passing motor and pedestrian traffic; however, they can be placed in any location with large
amounts of viewers, such as on mass transit vehicles and in stations, in shopping malls or office
buildings, and in stadiums.

Mobile billboard advertising

The RedEye newspaper advertised to its target market at North Avenue Beach with a sailboat
billboard on Lake Michigan.
Mobile billboards are generally vehicle mounted billboards or digital screens. These can be on
dedicated vehicles built solely for carrying advertisements along routes preselected by clients,
they can also be specially-equipped cargo trucks or, in some cases, large banners strewn from
planes. The billboards are often lighted; some being backlit, and others employing spotlights.
Some billboard displays are static, while others change; for example, continuously or
periodically rotating among a set of advertisements.
Mobile displays are used for various situations in metropolitan areas throughout the world,
including:

Target advertising

One-day, and long-term campaigns

Conventions

Sporting events

Store openings and similar promotional events

Big advertisements from smaller companies

Others

In-store advertising
In-store advertising is any advertisement placed in a retail store. It includes placement of a
product in visible locations in a store, such as at eye level, at the ends of aisles and near checkout
counters, eye-catching displays promoting a specific product, and advertisements in such places
as shopping carts and in-store video displays.
Covert advertising
Covert advertising, also known as guerrilla advertising, is when a product or brand is embedded
in entertainment and media. For example, in a film, the main character can use an item or other
of a definite brand, as in the movie Minority Report, where Tom Cruise's character John
Anderton owns a phone with the Nokia logo clearly written in the top corner, or his watch
engraved with the Bulgari logo. Another example of advertising in film is in I, Robot, where
main character played by Will Smith mentions his Converse shoes several times, calling them
"classics," because the film is set far in the future. I, Robot and Spaceballs also showcase
futuristic cars with the Audi and Mercedes-Benz logos clearly displayed on the front of the
vehicles. Cadillac chose to advertise in the movie The Matrix Reloaded, which as a result
contained many scenes in which Cadillac cars were used. Similarly, product placement for
Omega Watches, Ford, VAIO, BMW and Aston Martin cars are featured in recent James Bond
films, most notably Casino Royale. In "Fantastic Four: Rise of the Silver Surfer", the main
transport vehicle shows a large Dodge logo on the front. Blade Runner includes some of the most
obvious product placement; the whole film stops to show a Coca-Cola billboard.
Celebrities
This type of advertising focuses upon using celebrity power, fame, money, popularity to gain
recognition for their products and promote specific stores or products. Advertisers often advertise
their products, for example, when celebrities share their favorite products or wear clothes by
specific brands or designers. Celebrities are often involved in advertising campaigns such as
television or print adverts to advertise specific or general products.

The use of celebrities to endorse a brand can have its downsides, however. One mistake by a
celebrity can be detrimental to the public relations of a brand. For example, following his
performance of eight gold medals at the 2008 Olympic Games in Beijing, China, swimmer
Michael Phelps' contract with Kellogg's was terminated, as Kellogg's did not want to associate
with him after he was photographed smoking marijuana.
Media and advertising approaches
Increasingly, other media are overtaking many of the "traditional" media such as television, radio
and newspaper because of a shift toward consumer's usage of the Internet for news and music as
well as devices like digital video recorders (DVRs) such as TiVo.
Advertising on the World Wide Web is a recent phenomenon. Prices of Web-based advertising
space are dependent on the "relevance" of the surrounding web content and the traffic that the
website receives.
Digital signage is poised to become a major mass media because of its ability to reach larger
audiences for less money. Digital signage also offer the unique ability to see the target audience
where they are reached by the medium. Technology advances has also made it possible to control
the message on digital signage with much precision, enabling the messages to be relevant to the
target audience at any given time and location which in turn, gets more response from the
advertising. Digital signage is being successfully employed in supermarkets.Another successful
use of digital signage is in hospitality locations such as restaurants and malls.
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 many years.
Some companies have proposed placing messages or corporate logos on the side of booster
rockets and the International Space Station. Controversy exists on the effectiveness of subliminal
advertising (see mind control), and the pervasiveness of mass messages (see propaganda).
Unpaid advertising (also called "publicity advertising"), can provide good exposure at minimal
cost. Personal recommendations ("bring a friend", "sell it"), spreading buzz, or achieving the feat
of equating a brand with a common noun (in the United States, "Xerox" = "photocopier",
"Kleenex" = tissue, "Vaseline" = petroleum jelly, "Hoover" = vacuum cleaner, "Nintendo" (often
used by those 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 their brand name to label an object. Equating a brand with a
common noun also risks 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 mass media in 1998 when the first paid downloadable
content appeared on mobile phones in Finland, it was only a matter of time until mobile
advertising followed, also first launched in Finland in 2000. By 2007 the value of mobile
advertising had reached $2.2 billion and providers such as Admob delivered billions of mobile
ads.

More advanced mobile ads include banner ads, coupons, Multimedia Messaging Service picture
and video messages, advergames and various engagement marketing campaigns. A particular
feature driving mobile ads is the 2D Barcode, which replaces the need to do any typing of web
addresses, and uses the camera feature of modern phones to gain immediate access to web
content. 83 percent of Japanese mobile phone users already are active users of 2D barcodes.
A new form of advertising that is growing rapidly is social network advertising. It is online
advertising with a focus on social networking sites. This is a relatively immature market, but it
has shown a lot of promise as advertisers are able to take advantage of the demographic
information the user has provided to the social networking site. Friendertising is a more precise
advertising term in which people are able to direct advertisements toward others directly using
social network service.
From time to time, The CW Television Network airs short programming breaks called "Content
Wraps," to advertise one company's product during an entire commercial break. The CW
pioneered "content wraps" and some products featured were Herbal Essences, Crest, Guitar Hero
II, CoverGirl, and recently Toyota.
Recently, there appeared a new promotion concept, "ARvertising", advertising on Augmented
Reality technology.
Criticism of advertising
While advertising can be seen as necessary for economic growth, it is not without social costs.
Unsolicited Commercial Email and other forms of spam have become so prevalent as to have
become a major nuisance to users of these services, as well as being a financial burden on
internet service providers. Advertising is increasingly invading public spaces, such as schools,
which some critics argue is a form of child exploitation. In addition, advertising frequently uses
psychological pressure (for example, appealing to feelings of inadequacy) on the intended
consumer, which may be harmful.
Advertising and constitutional rights
Advertising is equated with constitutionally guaranteed freedom of opinion and speech.
Therefore criticizing advertising or any attempt to restrict or ban advertising is almost always
considered to be an attack on fundamental rights (First Amendment in the US) and meets the
combined and concentrated resistance of the business and especially the advertising community.
Currently or in the near future, any number of cases are and will be working their way through
the court system that would seek to prohibit any government regulation of ... commercial speech
(e.g. advertising or food labelling) on the grounds that such regulation would violate citizens
and corporations First Amendment rights to free speech or free press. An example for this
debate is advertising for tobacco or alcohol but also advertising by mail or fliers (clogged mail
boxes), advertising on the phone, in the internet and advertising for children. Various legal
restrictions concerning spamming, advertising on mobile phones, addressing children, tobacco,
alcohol have been introduced by the US, the EU and various other countries. Not only the
business community resists restrictions of advertising. Advertising as a means of free expression

has firmly established itself in western society. McChesney argues, that the government deserves
constant vigilance when it comes to such regulations, but that it is certainly not the only
antidemocratic force in our society. ...corporations and the wealthy enjoy a power every bit as
immense as that enjoyed by the lords and royalty of feudal times and markets are not valuefree or neutral; they not only tend to work to the advantage of those with the most money, but
they also by their very nature emphasize profit over all else.Hence, today the debate is over
whether advertising or food labelling, or campaign contributions are speech...if the rights to be
protected by the First Amendment can only be effectively employed by a fraction of the
citizenry, and their exercise of these rights gives them undue political power and undermines the
ability of the balance of the citizenry to exercise the same rights and/or constitutional rights, then
it is not necessarily legitimately protected by the First Amendment. In addition, those with the
capacity to engage in free press are in a position to determine who can speak to the great mass of
citizens and who cannot. Critics in turn argue, that advertising invades privacy which is a
constitutional right. For, on the one hand, advertising physically invades privacy, on the other, it
increasingly uses relevant, information-based communication with private data assembled
without the knowledge or consent of consumers or target groups.

The price of attention and hidden costs

Advertising has developed into a billion-dollar business on which many depend. In 2006 391
billion US dollars were spent worldwide for advertising. In Germany, for example, the
advertising industry contributes 1.5% of the gross national income; the figures for other
developed countries are similar. Thus, advertising and growth are directly and causally linked. As
far as a growth based economy can be blamed for the harmful human lifestyle (affluent society)
advertising has to be considered in this aspect concerning its negative impact, because its main
purpose is to raise consumption. The industry is accused of being one of the engines powering a
convoluted economic mass production system which promotes consumption.
Attention and attentiveness have become a new commodity for which a market developed. The
amount of attention that is absorbed by the media and redistributed in the competition for quotas
and reach is not identical with the amount of attention, that is available in society. The total
amount circulating in society is made up of the attention exchanged among the people
themselves and the attention given to media information. Only the latter is homogenised by
quantitative measuring and only the latter takes on the character of an anonymous currency.
According to Franck, any surface of presentation that can guarantee a certain degree of
attentiveness works as magnet for attention, e. g. media which are actually meant for information
and entertainment, culture and the arts, public space etc. It is this attraction which is sold to the
advertising business. The German Advertising Association stated that in 2007 30.78 billion Euros
were spent on advertising in Germany, 26% in newspapers, 21% on television, 15% by mail and
15% in magazines. In 2002 there were 360.000 people employed in the advertising business. The

internet revenues for advertising doubled to almost 1 billion Euros from 2006 to 2007, giving it
the highest growth rates.
Spiegel-Online reported that in the US in 2008 for the first time more money was spent for
advertising on internet (105.3 billion US dollars) than on television (98.5 billion US dollars). The
largest amount in 2008 was still spent in the print media (147 billion US dollars). For that same
year, Welt-Online reported that the US pharmaceutical industry spent almost double the amount
on advertising (57.7 billion dollars) than it did on research (31.5 billion dollars). But Marc-Andr
Gagnon und Joel Lexchin of York University, Toronto, estimate that the actual expenses for
advertising are higher yet, because not all entries are recorded by the research institutions. Not
included are indirect advertising campaigns such as sales, rebates and price reductions. Few
consumers are aware of the fact that they are the ones paying for every cent spent for public
relations, advertisements, rebates, packaging etc. since they ordinarily get included in the price
calculation

Influencing and conditioning

Advertising for McDonald's on the Via di Propaganda, Rome, Italy

The most important element of advertising is not information but suggestion more or less making
use of associations, emotions (appeal to emotion) and drives dormant in the sub-conscience of
people, such as sex drive, herd instinct, of desires, such as happiness, health, fitness, appearance,
self-esteem, reputation, belonging, social status, identity, adventure, distraction, reward, of fears
(appeal to fear), such as illness, weaknesses, loneliness, need, uncertainty, security or of
prejudices, learned opinions and comforts. All human needs, relationships, and fears the

deepest recesses of the human psyche become mere means for the expansion of the commodity
universe under the force of modern marketing. With the rise to prominence of modern marketing,
commercialism the translation of human relations into commodity relations although a
phenomenon intrinsic to capitalism, has expanded exponentially. Cause-related marketing in
which advertisers link their product to some worthy social cause has boomed over the past
decade.
Advertising exploits the model role of celebrities or popular figures and makes deliberate use of
humour as well as of associations with colour, tunes, certain names and terms. Altogether, these
are factors of how one perceives himself and ones self-worth. In his description of mental
capitalism Franck says, the promise of consumption making someone irresistible is the ideal
way of objects and symbols into a persons subjective experience. Evidently, in a society in
which revenue of attention moves to the fore, consumption is drawn by ones self-esteem. As a
result, consumption becomes work on a persons attraction. From the subjective point of view,
this work opens fields of unexpected dimensions for advertising. Advertising takes on the role
of a life councillor in matters of attraction. () The cult around ones own attraction is what
Christopher Lasch described as Culture of Narcissism.
For advertising critics another serious problem is that the long standing notion of separation
between advertising and editorial/creative sides of media is rapidly crumbling and advertising is
increasingly hard to tell apart from news, information or entertainment. The boundaries between
advertising and programming are becoming blurred. According to the media firms all this
commercial involvement has no influence over actual media content, but, as McChesney puts it,
this claim fails to pass even the most basic giggle test, it is so preposterous.
Advertising draws heavily on psychological theories about how to create subjects, enabling
advertising and marketing to take on a more clearly psychological tinge (Miller and Rose,
1997, cited in Thrift, 1999, p. 67). Increasingly, the emphasis in advertising has switched from
providing factual information to the symbolic connotations of commodities, since the crucial
cultural premise of advertising is that the material object being sold is never in itself enough.
Even those commodities providing for the most mundane necessities of daily life must be
imbued with symbolic qualities and culturally endowed meanings via the magic system
(Williams, 1980) of advertising. In this way and by altering the context in which advertisements
appear, things can be made to mean "just about anything" (McFall, 2002, p.162) and the same
things can be endowed with different intended meanings for different individuals and groups of
people, thereby offering mass produced visions of individualism.
The commercialisation of culture and sports
Performances, exhibitions, shows, concerts, conventions and most other events can hardly take
place without sponsoring. The increasing lack arts and culture they buy the service of attraction.
Artists are graded and paid according to their arts value for commercial purposes. Corporations
promote renown artists, therefore getting exclusive rights in global advertising campaigns.
Broadway shows, like La Bohme featured commercial props in its set.

Advertising itself is extensively considered to be a contribution to culture. Advertising is

integrated into fashion. On many pieces of clothing the company logo is the only design or is an
important part of it. There is only little room left outside the consumption economy, in which
culture and art can develop independently and where alternative values can be expressed. A last
important sphere, the universities, is under strong pressure to open up for business and its
interests.

Inflatable billboard in front of a sports stadium

Competitive sports have become unthinkable without sponsoring and there is a mutual
dependency. High income with advertising is only possible with a comparable number of
spectators or viewers. On the other hand, the poor performance of a team or a sportsman results
in less advertising revenues. Jrgen Hther and Hans-Jrg Stiehler talk about a Sports/Media
Complex which is a complicated mix of media, agencies, managers, sports promoters,
advertising etc. with partially common and partially diverging interests but in any case with
common commercial interests. The media presumably is at centre stage because it can supply the
other parties involved with a rare commodity, namely (potential) public attention. In sports the
media are able to generate enormous sales in both circulation and advertising.
Sports sponsorship is acknowledged by the tobacco industry to be valuable advertising. A
Tobacco Industry journal in 1994 described the Formula One car as The most powerful
advertising space in the world. . In a cohort study carried out in 22 secondary schools in
England in 1994 and 1995 boys whose favourite television sport was motor racing had a 12.8%
risk of becoming regular smokers compared to 7.0% of boys who did not follow motor racing.
Not the sale of tickets but transmission rights, sponsoring and merchandising in the meantime
make up the largest part of sports associations and sports clubs revenues with the IOC
(International Olympic Committee) taking the lead. The influence of the media brought many
changes in sports including the admittance of new trend sports into the Olympic Games, the
alteration of competition distances, changes of rules, animation of spectators, changes of sports
facilities, the cult of sports heroes who quickly establish themselves in the advertising and
entertaining business because of their media value and last but not least, the naming and
renaming of sport stadiums after big companies. In sports adjustment into the logic of the media
can contribute to the erosion of values such as equal chances or fairness, to excessive demands
on athletes through public pressure and multiple exploitation or to deceit (doping, manipulation

of results ). It is in the very interest of the media and sports to counter this danger because
media sports can only work as long as sport exists.
Occupation and commercialisation of public space
Every visually perceptible place has potential for advertising. Especially urban areas with their
structures but also landscapes in sight of through fares are more and more turning into media for
advertisements. Signs, posters, billboards, flags have become decisive factors in the urban
appearance and their numbers are still on the increase. Outdoor advertising has become
unavoidable. Traditional billboards and transit shelters have cleared the way for more pervasive
methods such as wrapped vehicles, sides of buildings, electronic signs, kiosks, taxis, posters,
sides of buses, and more. Digital technologies are used on buildings to sport urban wall
displays. In urban areas commercial content is placed in our sight and into our consciousness
every moment we are in public space. The German Newspaper Zeit called it a new kind of
dictatorship that one cannot escape. Over time, this domination of the surroundings 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 steady normalization of invasive advertising dulls the publics perception of
their surroundings, re-enforcing a general attitude of powerlessness toward creativity and
change, thus a cycle develops enabling advertisers to slowly and consistently increase the
saturation of advertising with little or no public outcry.
The massive optical orientation toward advertising changes the function of public spaces which
are utilised by brands. Urban landmarks are turned into trademarks. The highest pressure is
exerted on renown and highly frequented public spaces which are also important for the identity
of a city (e.g. Piccadilly Circus, Times Square, Alexanderplatz). Urban spaces are public
commodities and in this capacity they are subject to aesthetical environment protection, mainly
through building regulations, heritage protection and landscape protection. It is in this capacity
that these spaces are now being privatised. They are peppered with billboards and signs, they are
remodelled into media for advertising.

Socio-cultural aspects: sexism, discrimination and stereotyping

Advertising has an agenda setting function which is the ability, with huge sums of money, to
put consumption as the only item on the agenda. In the battle for a share of the public conscience
this amounts to non-treatment (ignorance) of whatever is not commercial and whatever is not
advertised for. Advertising should be reflection of society norms and give clear picture of target
market. Spheres without commerce and advertising serving the muses and relaxation remain
without respect.With increasing force advertising makes itself comfortable in the private sphere
so that the voice of commerce becomes the dominant way of expression in society. Advertising
critics see advertising as the leading light in our culture. Sut Jhally and James Twitchell go
beyond considering advertising as kind of religion and that advertising even replaces religion as
a key institution.

"Corporate advertising (or commercial media) is the largest single psychological project ever
undertaken by the human race. Yet for all of that, its impact on us remains unknown and largely
ignored. When I think of the medias influence over years, over decades, I think of those
brainwashing experiments conducted by Dr. Ewen Cameron in a Montreal psychiatric hospital in
the 1950s (see MKULTRA). The idea of the CIA-sponsored "depatterning" experiments was to
outfit conscious, unconscious or semiconscious subjects with headphones, and flood their brains
with thousands of repetitive "driving" messages that would alter their behaviour over
time.Advertising aims to do the same thing."
Advertising is especially aimed at young people and children and it increasingly reduces young
people to consumers. For Sut Jhally it is not surprising that something this central and with so
much being expended on it should become an important presence in social life. Indeed,
commercial interests intent on maximizing the consumption of the immense collection of
commodities have colonized more and more of the spaces of our culture. For instance, almost the
entire media system (television and print) has been developed as a delivery system for marketers
its prime function is to produce audiences for sale to advertisers. Both the advertisements it
carries, as well as the editorial matter that acts as a support for it, celebrate the consumer society.
The movie system, at one time outside the direct influence of the broader marketing system, is
now fully integrated into it through the strategies of licensing, tie-ins and product placements.
The prime function of many Hollywood films today is to aid in the selling of the immense
collection of commodities. As public funds are drained from the non-commercial cultural sector,
art galleries, museums and symphonies bid for corporate sponsorship. In the same way effected
is the education system and advertising is increasingly penetrating schools and universities.
Cities, such as New York, accept sponsors for public playgrounds. Even the pope has been
commercialized The popes 4-day visit to Mexico in 1999 was sponsored by Frito-Lay and
PepsiCo. The industry is accused of being one of the engines powering a convoluted economic
mass production system which promotes consumption. As far as social effects are concerned it
does not matter whether advertising fuels consumption but which values, patterns of behaviour
and assignments of meaning it propagates. Advertising is accused of hijacking the language and
means of pop culture, of protest movements and even of subversive criticism and does not shy
away from scandalizing and breaking taboos (e.g. Benneton). This in turn incites counter action,
what Kalle Lasn in 2001 called Jamming the Jam of the Jammers. Anything goes. It is a
central social-scientific question what people can be made to do by suitable design of conditions
and of great practical importance. For example, from a great number of experimental
psychological experiments it can be assumed, that people can be made to do anything they are
capable of, when the according social condition can be created.
Advertising often uses stereotype gender specific roles of men and women reinforcing existing
clichs and it has been criticized as inadvertently or even intentionally promoting sexism,
racism, and ageism At very least, advertising often reinforces stereotypes by drawing on
recognizable "types" in order to tell stories in a single image or 30 second time frame. Activities
are depicted as typical male or female (stereotyping). In addition people are reduced to their
sexuality or equated with commodities and gender specific qualities are exaggerated. Sexualized
female bodies, but increasingly also males, serve as eye-catchers. In advertising it is usually a
woman being depicted as

servants of men and children that react to the demands and complaints of their loved ones
with a bad conscience and the promise for immediate improvement (wash, food)

a sexual or emotional play toy for the self-affirmation of men

a technically totally clueless being (almost always male) that can only manage a
childproof operation

female expert, but stereotype from the fields of fashion, cosmetics, food or at the most,
medicine

as ultra thin, slim, and very skinny.

doing ground-work for others, e.g. serving coffee while a journalist interviews a
politician

A large portion of advertising deals with promotion of products that pertain to the "ideal body
image." This is mainly targeted toward women, and, in the past, this type of advertising was
aimed nearly exclusively at women. Women in advertisements are generally portrayed as goodlooking women who are in good health. This, however, is not the case of the average woman.
Consequently, they give a negative message of body image to the average woman. Because of
the media, girls and women who are overweight, and otherwise "normal" feel almost obligated to
take care of themselves and stay fit. They feel under high pressure to maintain an acceptable
bodyweight and take care of their health. Consequences of this are low self-esteem,eating
disorders, self mutilations, and beauty operations for those women that just cannot bring
themselves eat right or get the motivation to go to the gym. The EU parliament passed a
resolution in 2008 that advertising may not be discriminating and degrading. This shows that
politicians are increasingly concerned about the negative impacts of advertising. However, the
benefits of promoting overall health and fitness are often overlooked. Men are also negatively
portrayed as incompetent and the butt of every joke in advertising.
Children and adolescents as target groups
The childrens market, where resistance to advertising is weakest, is the pioneer for ad creep.
Kids are among the most sophisticated observers of ads. They can sing the jingles and identify
the logos, and they often have strong feelings about products. What they generally don't
understand, however, are the issues that underlie how advertising works. Mass media are used
not only to sell goods but also ideas: how we should behave, what rules are important, who we
should respect and what we should value. Youth is increasingly reduced to the role of a
consumer. Not only the makers of toys, sweets, ice cream, breakfast food and sport articles prefer
to aim their promotion at children and adolescents. For example, an ad for a breakfast cereal on a
channel aimed at adults will have music that is a soft ballad, whereas on a channel aimed at
children, the same ad will use a catchy rock jingle of the same song to aim at kids. Advertising
for other products preferably uses media with which they can also reach the next generation of
consumers. Key advertising messages exploit the emerging independence of young people.
Cigarettes, for example, are used as a fashion accessory and appeal to young women. Other

influences on young people include the linking of sporting heroes and smoking through sports
sponsorship, the use of cigarettes by popular characters in television programmes and cigarette
promotions. Research suggests that young people are aware of the most heavily advertised
cigarette brands.
Product placements show up everywhere, and children aren't exempt. Far from it. The animated
film, Foodfight, had thousands of products and character icons from the familiar (items) in a
grocery store. Children's books also feature branded items and characters, and millions of them
have snack foods as lead characters. Business is interested in children and adolescents because
of their buying power and because of their influence on the shopping habits of their parents. As
they are easier to influence they are especially targeted by the advertising business. The
marketing industry is facing increased pressure over claimed links between exposure to food
advertising and a range of social problems, especially growing obesity levels. In 2001,
childrens programming accounted for over 20% of all US television watching. The global
market for childrens licensed products was some 132 billion US dollars in 2002.Advertisers
target children because, e.g. in Canada, they represent three distinct markets:
1. Primary Purchasers ($2.9 billion annually)
2. Future Consumers (Brand-loyal adults)
3. Purchase Influencers ($20 billion annually)
Kids will carry forward brand expectations, whether positive, negative, or indifferent. Kids are
already accustomed to being catered to as consumers. The long term prize: Loyalty of the kid
translates into a brand loyal adult customer
The average Canadian child sees 350,000 TV commercials before graduating from high school,
spends nearly as much time watching TV as attending classes. In 1980 the Canadian province of
Qubec banned advertising for children under age 13. In upholding the consititutional validity
of the Quebec Consumer Protection Act restrictions on advertising to children under age 13 (in
the case of a challenge by a toy company) the Court held: ...advertising directed at young
children is per se manipulative. Such advertising aims to promote products by convincing those
who will always believe. Norway (ads directed at children under age 12), and Sweden
(television ads aimed at children under age 12) also have legislated broad bans on advertising to
children, during child programmes any kind of advertising is forbidden in Sweden, Denmark,
Austria and Flemish Belgium. In Greece there is no advertising for kids products from 7 to 22 h.
An attempt to restrict advertising directed at children in the US failed with reference to the First
Amendment. In Spain bans are also considered undemocratic.
Regulation
In the US many communities believe that many forms of outdoor advertising blight the public
realm. As long ago as the 1960s in the US there were attempts to ban billboard advertising in the
open countryside. Cities such as So Paulo have introduced an outright banwith London also
having specific legislation to control unlawful displays.

There have been increasing efforts to protect the public interest by regulating the content and the
influence of advertising. Some examples are: the ban on television tobacco advertising imposed
in many countries, and the total ban of advertising to children under 12 imposed by the Swedish
government in 1991. Though that regulation continues in effect for broadcasts originating within
the country, it has been weakened by the European Court of Justice, which had found that
Sweden was obliged to accept foreign programming, including those from neighboring countries
or via satellite.
In Europe and elsewhere, there is a vigorous debate on whether (or how much) advertising to
children should be regulated. This debate was exacerbated by a report released by the Kaiser
Family Foundation in February 2004 which suggested fast food advertising that targets children
was an important factor in the epidemic of childhood obesity in the United States.
In New Zealand, South Africa, Canada, and many European countries, the advertising industry
operates a system of self-regulation. Advertisers, advertising agencies and the media agree on a
code of advertising standards that they attempt to uphold. The general aim of such codes is to
ensure that any advertising is 'legal, decent, honest and truthful'. Some self-regulatory
organizations are funded by the industry, but remain independent, with the intent of upholding
the standards or codes like the Advertising Standards Authority in the UK.
In the UK most forms of outdoor advertising such as the display of billboards is regulated by the
UK Town and County Planning system. Currently the display of an advertisement without
consent from the Planning Authority is a criminal offense liable to a fine of 2,500 per offence.
All of the major outdoor billboard companies in the UK have convictions of this nature.
Future
Global advertising
Advertising has gone through five major stages of development: domestic, export, international,
multi-national, and global. For global advertisers, there are four, potentially competing, business
objectives that must be balanced when developing worldwide advertising: building a brand while
speaking with one voice, developing economies of scale in the creative process, maximising
local effectiveness of ads, and increasing the companys speed of implementation. Born from the
evolutionary stages of global marketing are the three primary and fundamentally different
approaches to the development of global advertising executions: exporting executions, producing
local executions, and importing ideas that travel.
Advertising research is key to determining the success of an ad in any country or region. The
ability to identify which elements and/or moments of an ad that contributes to its success is how
economies of scale are maximised. Once one knows what works in an ad, that idea or ideas can
be imported by any other market. Market research measures, such as Flow of Attention, Flow of
Emotion and branding moments provide insight into what is working in an ad in any country or
region because the measures are based on the visual, not verbal, elements of the ad.
Trends

With the dawn of the Internet came many new advertising opportunities. Popup, Flash, banner,
Popunder, advergaming, and email advertisements (the last often being a form of spam) are now
commonplace.
In the last three quarters of 2009 mobile and internet advertising grew by 18.1% and 9.2%
respectively. Older media advertising saw declines: -10.1% (TV), -11.7% (radio), -14.8%
(magazines) and -18.7% (newspapers ).
The ability to record shows on digital video recorders (such as TiVo) allow users to record the
programs for later viewing, enabling them to fast forward through commercials. Additionally, as
more seasons of pre-recorded box sets are offered for sale of television programs; fewer people
watch the shows on TV. However, the fact that these sets are sold, means the company will
receive additional profits from the sales of these sets. To counter this effect, many advertisers
have opted for product placement on TV shows like Survivor.
Particularly since the rise of "entertaining" advertising, some people may like an advertisement
enough to wish to watch it later or show a friend. In general, the advertising community has not
yet made this easy, although some have used the Internet to widely distribute their ads to anyone
willing to see or hear them.
Another significant trend regarding future of advertising is the growing importance of the niche
market using niche or targeted ads. Also brought about by the Internet and the theory of The
Long Tail, advertisers will have an increasing ability to reach specific audiences. In the past, the
most efficient way to deliver a message was to blanket the largest mass market audience
possible. However, usage tracking, customer profiles and the growing popularity of niche content
brought about by everything from blogs to social networking sites, provide advertisers with
audiences that are smaller but much better defined, leading to ads that are more relevant to
viewers and more effective for companies' marketing products. Among others, Comcast
Spotlight is one such advertiser employing this method in their video on demand menus. These
advertisements are targeted to a specific group and can be viewed by anyone wishing to find out
more about a particular business or practice at any time, right from their home. This causes the
viewer to become proactive and actually choose what advertisements they want to view.
In the realm of advertising agencies, continued industry diversification has seen observers note
that big global clients don't need big global agencies any more. This trend is reflected by the
growth of non-traditional agencies in various global markets, such as Canadian business TAXI
and SMART in Australia and has been referred to as "a revolution in the ad world".
In freelance advertising, companies hold public competitions to create ads for their product, the
best one of which is chosen for widespread distribution with a prize given to the winner(s).
During the 2007 Super Bowl, PepsiCo held such a contest for the creation of a 30-second
television ad for the Doritos brand of chips, offering a cash prize to the winner. Chevrolet held a
similar competition for their Tahoe line of SUVs. This type of advertising, however, is still in its
infancy. It may ultimately decrease the importance of advertising agencies by creating a niche for
independent freelancers.

Advertising education has become widely popular with bachelor, master and doctorate degrees
becoming available in the emphasis. A surge in advertising interest is typically attributed to the
strong relationship advertising plays in cultural and technological changes, such as the advance
of online social networking. A unique model for teaching advertising is the student-run
advertising agency, where advertising students create campaigns for real companies.[111]
Organizations such as American Advertising Federation and AdU Network partner established
companies with students to create these campaigns.
Advertising research
Advertising research is a specialized form of research that works to improve the effectiveness
and efficiency of advertising. It entails numerous forms of research which employ different
methodologies. Advertising research includes pre-testing (also known as copy testing) and posttesting of ads and/or campaignspre-testing is done before an ad airs to gauge how well it will
perform and post-testing is done after an ad airs to determine the in-market impact of the ad or
campaign on the consumer. Continuous ad tracking and the Communicus System are competing
examples of post-testing advertising research types.

Bibliography

Bhatia, Tej K. 2000. Advertising in Rural India: Language, Marketing Communication,

and Consumerism. Institute for the Study of Languages and Cultures of Asia and Africa.
Tokyo University of Foreign Studies. Tokyo Press: Japan. ISBN 4-87297-782-3

Arthur Richards, Kent US (2008) Teacher, Pirate, renaissance man

Clark, Eric, "The Want Makers", Viking, 1988. ISBN 0340320281

Cook, Guy (2001 2nd edition) "The Discourse of Advertising", London: Routledge, ISBN
0-415-23455-7

Graydon, Shari (2003) "Made You Look - How Advertising Works and Why You Should
Know", Toronto: Annick Press, ISBN 1-55037-814-7

Johnson, J. Douglas, "Advertising Today", Chicago: Science Research Associates, 1978.

ISBN 0-574-19355-3

Kleppner, Otto, "Advertising Procedure", Englewood Cliffs, N.J., Prentice-Hall, 1966.

Kotabe, Masaki and Kristiaan Helsen, Global Marketing Management, 3rd Edition, John
Wiley & Sopns, Inc, publishers, Copyright 2004, ISBN 0-471-23062-6

Laermer, Richard; Simmons, Mark, Punk Marketing, New York : Harper Collins, 2007.
ISBN 978-0-06-115110-1 (Review of the book by Marilyn Scrizzi, in Journal of
Consumer Marketing 24(7), 2007)

Lears, Jackson, Fables of Abundance: A Cultural History of Advertising in America,

Basic Books, 1995, ISBN 0465090753

Leon, Jose Luis (1996) "Los effectos de la publicidad". Barcelona: Ariel, ISBN 84-3441266-7

Leon, Jose Luis (2001) "Mitoanlisis de la publicidad". Barcelona. Ariel, ISBN 84-3441285-3

McFall, Liz, Advertising: A Cultural Economy, Thousand Oaks, CA: Sage Publications
Inc., 2004. ISBN 0-7619-4255-6

Mulvihill, Donald F., "Marketing Research for the Small Company", Journal of
Marketing, Vol. 16, No. 2, Oct., 1951, pp. 179183.

Packard, Vance, The Hidden Persuaders, New York, D. McKay Co., 1957.

Petley, Julian (2002) "Advertising". North Mankato, Minnesota: Smart Apple Media,
ISBN 1-58340-255-1

Young, Charles E., The Advertising Handbook, Ideas in Flight, Seattle, WA April 2005,
ISBN 0-9765574-0-1

Wernick, Andrew (1991) "Promotional Culture: Advertising, Ideology and Symbolic

Expression (Theory, Culture & Society S.)", London: Sage Publications Ltd, ISBN 08039-8390-5