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'Television advertisements and sponsorship do more than merely reflect dominant ideologies, they also reflect ideological changes in society.' With reference to specific examples, discuss how you think this is true.

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Introduction

'Television advertisements and sponsorship do more than merely reflect dominant ideologies, they also reflect ideological changes in society.' With reference to specific examples, discuss how you think this is true. THURSDAY 15th MARCH In the early days, advertising was seen as a portrayal of information about products via the media. This has changed. People want emotion not product -branding provides for this. Companies know this as they sell brands before products. But what is a brand? People want to aspire to the branding web of values and standards and ideals. BRANDING - set of values & image - people aspire to these tangible values. Seems to bring power/influence over others -street credit - money-flash - standards How much power does the advertising industry have? Advertisers inject billions of pounds in an attempt to persuade us that their product is better or trendier than those of their rivals. The question of how much impact their efforts have upon us is a controversial one. By promoting products that are not needed, advertising encourages greed and envy, according to the critics. It helps create a wasteful society in which goods are thrown out long before they are worn out. Defenders of advertising say that ads are not that powerful. They do not create a need; they simply extend choice. The changes in representations of families (row -not white, perfect), female equality, peer pressure, children want the latest 'gear', consumer pressure - some people shop around for the best ...read more.

Middle

Many people believe that if the words and images carried by the media can influence the way we spend out money, they must also influence other aspects of our behaviour and the way we think. These days, the younger generation have more of an influence than ever before. American Demographic magazine estimated that in 1994, children and young people in the USA aged 3-17 would have a spending power of $50.4 billion. Publicity is always about the future buyer. It offers them an image of themselves made glamorous by the product or opportunity it is trying to sell. The image then makes him envious of himself as he might be. The spectator-buyers are meant to envy themselves, as they will become if they buy the product. They're meant to imagine themselves transformed by the product into an object of envy, which will then justify them loving themselves. The purpose of publicity is to make the spectator marginally dissatisfied with their present way of life. Not with the way of life of society, but with their own within it. It suggest that if they buy what it is offering, their way of life will become better. It offers them an improved alternative to what they really are. All publicity works upon anxiety. The sum of everything is money; to get money is to overcome anxiety. Alternatively, the anxiety on which publicity plays is the fear that having nothing, you will be nothing. ...read more.

Conclusion

The Opium advertisement caused uproar amongst feminists and divided them. It showed a naked Sophie Dhal, accompanied only by a worn pair of black stilettos, lying across a velvet spread whilst she was touching her nipple. Some argued the ad, which appeared on billboards as well as magazines and newspapers, was a provocative representation of female beauty and art. Others degraded it by saying it was demeaning against women and the female form should not be spread across posters so that young, impressionable people have no respect for them - they will then see women as objects and not people (some parents do not teach their children enough about things such as respect and equality- they leave it up to the media to teach them, and when controversy arises - they're the first ones up to complain). People objected it as art and labelled it as porn, which in turn caused media coverage, which is a form of publicity, which is just as effective as the original advertisements. These changes are not the product of advertising; advertisers never take the lead. But they have- more or less willingly - accommodated themselves to change. Indeed, crude calculations of self-interest have dictated that they must adapt, or lose customers - as they would be seen as losing touch with them. (D.Lipsey, New Society, 1987). Thus, by losing touch with their consumers means losing customers, which would make spending billions each year on advertising would go to waste, which would be such a shame, wouldn't it? ...read more.

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