• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

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

Extracts from this document...


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.


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.


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.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our GCSE Marketing section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related GCSE Marketing essays

  1. Marked by a teacher

    Women in advertising from The 1920’s to the present day

    4 star(s)

    The woman is portrayed as enjoying doing the housework and when the person purchases the product they too can enjoy doing the housework. During the period of the advert women were portrayed as being able to have a job but the majority were still in the house unemployed and cooking and cleaning.

  2. Analysing Coca-Cola advertising.

    This advert has many aspects to it. It has 23 scenes and only lasts 23 seconds so each scene lasts only on average 1 second. Most of the shots in the advert that contain people are mid-shots whereas the shots that contain the Coke bottle are extreme close-ups to make the bottle look bigger and more desirable.

  1. How do advertising images persuade us to consume?

    People will then consume these products in order to achieve these ideals. Adverts also "use anxiety to sell products by suggesting to consumers the ways in which they may be not only inadequate but potentially endangered or weakened without a particular product" (Sturken and Cartwright: 216).

  2. Research an existing business in your local area and produce questionnaires to be distributed. ...

    start Date finish Regulations I will research into any legal regulations that I have to comply with. 22/11/99 1/12/99 Insurance I will research into any types insurance that a business needs 15/12/99 23/12/99 Employment I will research into any employment laws, and how I will recruit.

  1. Examine some of the ways that television advertising has developed since the 1950's.

    the characters use unsubtle emotive language, such as "splendid" and when they describe the product as "purity itself". The expectations of the audience are quite low as the advert explains everything rather than allowing the audience to figure things out themselves.

  2. Describe a range of covert advertising techniques. Why do advertisers use these techniques to ...

    Some may argue that product placement is too anonymous to have a significant effect on its audience, and is far too discreet to allow a change of image.

  1. A Study of Advertising.

    The clever use of the exclamation mark in the word 'play', (it replaces the letter l) as well as the word 'exclamation' being part of the product name is well thought out and adds a sense of fun and humour to the advert.

  2. The role that advertising plays in the world today.

    The two adverts I have chosen are Orange, a phone tariff company and this is from the magazine Zoo Weekly. The other advert is by Virgin Mobile, the phone tariff company and I have taken this advert from the magazine Nuts.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work