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Advertising is the widespread and readily sponsored contribution of goods, services, or ideas through any medium of public communication.

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Introduction

Advertising Advertising is the widespread and readily sponsored contribution of goods, services, or ideas through any medium of public communication. The primary marketing media include newspaper, magazines, television, radio, and direct mail. Those who support advertising say that it is meant to sell products, not create values, and that it furthers product improvement through competition. Those who don't support advertising claim that it causes false values and persuade people to buy things they neither need or want. So what is the importance of advertising to the media? What are the major effects of advertising on society at large? What sorts of changes are needed? Understanding society and mass media is crucial in understanding advertising. Advertising comes in other forms besides those of the electronic medium. The use of billboards, posters, printed bulletins are cheaper and are more commonly used for advertising. There are even more unusual forms of advertising such as blimps and planes with banners attached. Advertising is only limited by the imagination. One of the typical forms of advertising is a magazine. There are hundreds of varieties of magazines so an ad stands a good chance of being seen by a wide variety of people. ...read more.

Middle

The best of these analyses is the "Propaganda Model" expounded in Manufacturing Consent. Chomsky and Herman's "propaganda model" of the media gives a set of five "filters" that act to screen the news and other material disseminated by the media. These "filters" result in a media that reflects elite viewpoints and interests and mobilises "support for the special interests that dominate the state and private activity." These "filters" are: (1) the size, concentrated ownership, owner wealth, and profit orientation of the dominant mass-media firms; (2) advertising as the primary income source of the media; (3) the reliance of the media on information provided by government, business, and "experts" funded and approved by these primary sources and agents of power; (4) "flak" (negative response to a media report) as a means of disciplining the media; and (5) "anti-communism" as a national religion and control mechanism. At the turn of the century, advertising was informational. It told you that a product existed and told you where it could be found. If it made a claim, it was either outrageous (This will cure everything!) ...read more.

Conclusion

On the other hand, advertising also can be negative. Currently, over $900 million per year is spent on beer and wine advertising. Since 1960, per capita consumption of beer and wine has increased by 50%. Since being banned from T.V. advertising, the tobacco industry has creativily financed the print media to the extent of $3.27 billion per year. "Joe Camel" is as recognizable to 6-year-olds as the logo used by the Disney Channel. Alcohol and tobacco both are detrimental to the health of people to this planet. Yet, alcohol and tobacco companies are some of the richest companies in the world which mislead people with their advertising. There is no secret that alcohol contributes to different illnesses, and nicotine contributes heavily to lung cancer among smokers. Advertising has a major social effect on our society. It creates an affluent, interesting lifestyle for their advertisements. They sell the lifestyle and then sell the product. People think if they buy products, they will somehow become richer. Overconsumption is a negative aspect of advertising. On the other hand, advertising for the right cause is positive to society as a whole. What is sad about advertising, is the fact that it will never go away, and that it is now part of our culture. ...read more.

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