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Advertising, Advertising

Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries.

For these purposes, advertisements sometimes embed their persuasive message with factual information. Every major medium is used to deliver these messages, including television, radio, cinema, magazines, newspapers, video games, the Internet, carrier bags and billboards. Advertising is often placed by an advertising agency on behalf of a company or other organization.

Non-profit organizations are not typical advertising clients, and may rely on free modes of persuasion, such as public service announcements.

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 BCE. Bhatia (2000).

However, false advertising and so-called "quack" advertisements became a problem, which ushered in the regulation of advertising content.

Around 1840, Volney Palmer established a predecessor to advertising agencies in Boston.

In some instances the sponsors exercised great control over the content of the show - up 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 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.

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.

This advertising research methodology measures shifts in target market perceptions about the brand and product or service. These shifts in perception are plotted against the consumers levels of exposure to the companys advertisements and promotions. The purpose of Ad Tracking is generally to provide a measure of the combined effect of the media weight or spending level, the effectiveness of the media buy or targeting, and the quality of the advertising executions or creative.

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.

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 $3 million (as of 2009).

Prices of Web-based advertising space are dependent on the "relevance" of the surrounding web content and the traffic that the website receives.

By 2007 the value of mobile advertising had reached $2.2 billion and providers such as Admob delivered billions of mobile ads.

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.

A person can hardly move in the public sphere or use a medium without being subject to advertising. Advertising occupies public space and more and more invades the private sphere of people, many of which consider it a nuisance. It is becoming harder to escape from advertising and the media. Public space is increasingly turning into a gigantic billboard for products of all kind. The aesthetical and political consequences cannot yet be foreseen. Franck, Georg: konomie der Aufmerksamkeit. Ein Entwurf.

There are ads on beach sand and restroom walls. One of the ironies of advertising in our times is that as commercialism increases, it makes it that much more difficult for any particular advertiser to succeed, hence pushing the advertiser to even greater efforts. McChesney, Robert W. The Political Economy of Media: Enduring Issues, Emerging Dilemmas. Monthly Review Press, New York, (May 1, 2008), p. 266, ISBN 978-158367161-0 Within a decade advertising in radios climbed to nearly 18 or 19 minutes per hour; on prime-time television the standard until 1982 was no more than 9.5 minutes of advertising per hour, today its between 14 and 17 minutes. With the introduction of the shorter 15-second-spot the total amount of ads increased even more dramatically. Ads are not only placed in breaks but e. g. also into baseball telecasts during the game itself. They flood the internet, a market growing in leaps and bounds.

Product billboards are virtually inserted into Major League Baseball broadcasts and in the same manner, virtual street banners or logos are projected on an entry canopy or sidewalks, for example during the arrival of celebrities at the 2001 Grammy Awards. Advertising precedes the showing of films at cinemas including lavish film shorts produced by companies such as Microsoft or DaimlerChrysler. The largest advertising agencies have begun working aggressively to co-produce programming in conjunction with the largest media firms McChesney, Robert W. The Political Economy of Media: Enduring Issues, Emerging Dilemmas. Monthly Review Press, New York, (May 1, 2008), p. 272, ISBN 978-158367161-0 creating Infomercials resembling entertainment programming.

Lasn, Kalle in: Culture Jam: The Uncooling of America, William Morrow & Company; 1st edition (November 1999),ISBN 0688156568, ISBN 978-0688156565 In the course of his life the average American watches three years of advertising on television.

A method unrecognisable as advertising is so-called guerrilla marketing which is spreading buzz about a new product in target audiences. Cash-strapped U.S. cities do not shrink back from offering police cars for advertising. McChesney, Robert W. The Political Economy of Media: Enduring Issues, Emerging Dilemmas. Monthly Review Press, New York, (May 1, 2008), ISBN 978-158367161-0 A trend, especially in Germany, is companies buying the names of sports stadiums. The Hamburg soccer Volkspark stadium first became the AOL Arena and then the HSH Nordbank Arena. The Stuttgart Neckarstadion became the Mercedes-Benz Arena, the Dortmund Westfalenstadion now is the Signal Iduna Park. The former SkyDome in Toronto was renamed Rogers Centre.Other recent developments are, for example, that whole subway stations in Berlin are redesigned into product halls and exclusively leased to a company. Dsseldorf even has multi-sensorial adventure transit stops equipped with loudspeakers and systems that spread the smell of a detergent. Swatch used beamers to project messages on the Berlin TV-tower and Victory column, which was fined because it was done without a permit. The illegality was part of the scheme and added promotion.

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.

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.

Their income is predominantly generated through advertising; in the case of newspapers and magazines from 50 to 80%.

Media dependency and such a threat becomes very real when there is only one dominant or very few large advertisers. The influence of advertisers is not only in regard to news or information on their own products or services but expands to articles or shows not directly linked to them. In order to secure their advertising revenues the media has to create the best possible advertising environment.Another problem considered censorship by critics is the refusal of media to accept advertisements that are not in their interest. A striking example of this is the refusal of TV stations to broadcast ads by Adbusters. Groups try to place advertisements and are refused by networks.

Their business is to absorb as much attention as possible. The viewing rate measures the attention the media trades for the information offered. The service of this attraction is sold to the advertising business and the viewing rates determine the price that can be demanded for advertising.

The US company Chrysler, before it merged with Daimler Benz had its agency, PentaCom, send out a letter to numerous magazines, demanding them to send, an overview of all the topics before the next issue is published to avoid potential conflict. Chrysler most of all wanted to know, if there would be articles with sexual, political or social content or which could be seen as provocative or offensive. PentaCom executive David Martin said: Our reasoning is, that anyone looking at a 22.000 $ product would want it surrounded by positive things. There is nothing positive about an article on child pornography. In another example, the USA Network held top-level off-the-record meetings with advertisers in 2000 to let them tell the network what type of programming content they wanted in order for USA to get their advertising. McChesney, Robert W. The Political Economy of Media: Enduring Issues, Emerging Dilemmas. Monthly Review Press, New York, (May 1, 2008), p. 271, ISBN 978-158367161-0 Television shows are created to accommodate the needs for advertising, e. g. splitting them up in suitable sections. Their dramaturgy is typically designed to end in suspense or leave an unanswered question in order to keep the viewer attached.

The prime function of many Hollywood films today is to aid in the selling of the immense collection of commodities. Jhally, Sut. Advertising at the edge of the apocalypse: http://www.sutjhally.com/articles/advertisingattheed/ The press called the 2002 Bond film Die Another Day featuring 24 major promotional partners an ad-venture and noted that James Bond now has been licensed to sell As it has become standard practise to place products in motion pictures, it has self-evident implications for what types of films will attract product placements and what types of films will therefore be more likely to get made.

The borders between advertising and media . become more and more blurred. What August Fischer, chairman of the board of Axel Springer publishing company considers to be a proven partnership between the media and advertising business critics regard as nothing but the infiltration of journalistic duties and freedoms. According to RTL-executive Helmut Thoma private stations shall not and cannot serve any mission but only the goal of the company which is the acceptance by the advertising business and the viewer. The setting of priorities in this order actually says everything about the design of the programmes by private television. Patrick Le Lay, former managing director of TF1, a private French television channel with a market share of 25 to 35%, said: There are many ways to talk about television. But from the business point of view, lets be realistic: basically, the job of TF1 is, e. g. to help Coca Cola sell its product. () For an advertising message to be perceived the brain of the viewer must be at our disposal. The job of our programmes is to make it available, that is to say, to distract it, to relax it and get it ready between two messages. It is disposable human brain time that we sell to Coca Cola. Because of these dependencies a widespread and fundamental public debate about advertising and its influence on information and freedom of speech is difficult to obtain, at least through the usual media channels; otherwise these would saw off the branch they are sitting on. The notion that the commercial basis of media, journalism, and communication could have troubling implications for democracy is excluded from the range of legitimate debate just as capitalism is off-limits as a topic of legitimate debate in U.S. political 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.

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. McChesney, Robert W. The Political Economy of Media: Enduring Issues, Emerging Dilemmas. Monthly Review Press, New York, (May 1, 2008), p. 213, ISBN 978-158367161-0 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. Report of the Scientific Committee on Tobacco and Health, Prepared 20 March 1998 in: http://www.archive.official-documents.co.uk/document/doh/tobacco/part-4.htm 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 Hther, Jrgen and Stiehler, Hans-Jrg in: Merz, Zeitschrift fr Medien und Erziehung, Vol. 2006/6: merzWissenschaft - Sport und Medien, http://www.jff.de/merz/list.php?katid=3&heft_id=80 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.

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 taget 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. Eicke, Ulrich in: Die Werbelawine. Angriff auf unser Bewutsein. Mnchen, 1991 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. Stay Free Nr. 16, On Advertising, Summer 1999 "Corporate advertising (or is it 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.

Thus, the media put girls and women under high pressure to compare themselves with a propagated ideal beauty. Consequences of this are eating disorders, self mutilations, beauty operations etc. The EU parliament passed a resolution in 2008 that advertising may not be discriminating and degrading. This shows that politics is increasingly concerned about the negative aspects of advertising.

McChesney, Robert W. The Political Economy of Media: Enduring Issues, Emerging Dilemmas. Monthly Review Press, New York, (May 1, 2008), p. 269, ISBN 978-158367161-0 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. Eicke Ulrich u. Wolfram in: Medienkinder : Vom richtigen Umgang mit der Vielfalt, Knesebeck Mnchen, 1994, ISBN 3-926901-67-5 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. McChesney, Robert W. The Political Economy of Media: Enduring Issues, Emerging Dilemmas. Monthly Review Press (May 1, 2008), ISBN 978-1583671610 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 U.S. television watching.The global market for childrens licensed products was some 132 billion U.S. dollars in 2002.

The long term prize: Loyalty of the kid translates into a brand loyal adult customer YTV's 2007 Tween Report in: http://ontariondp.com/ban-advertising-aimed-children-under-13 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. Consumer Protection Act, R.S.Q., c. P-40.1, ss. 248-9 (see also: ss. 87-91 of the Consumer Protection Regulations, R.R.Q., 1981, c. P-40.1; and Application Guide for Sections 248 and 249 of the Qubec Consumer Protection Act (Advertising Intended for Children Under 13 Years of Age).

Such advertising aims to promote products by convincing those who will always believe. Redirection 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 USA failed with reference to the First Amendment. In Spain bans are also considered undemocratic.

In the U. S. the The Advertising Educational Foundation was created in 1983 supported by ad agencies, advertisers and media companies. It is the advertising industry's provider and distributor of educational content to enrich the understanding of advertising and its role in culture, society and the economy sponsored for example by American Airlines, Anheuser-Busch, Campbell Soup, Coca-Cola, Colgate-Palmolive, Walt Disney, Ford, General Foods, General Mills, Gillette, Heinz, Johnson & Johnson, Kellogg, Kraft, Nestle, Philip Morris, Quaker Oats, Nabisco, Schering, Sterling, Unilever, Warner Lambert, advertising agencies like Saatchi & Saatchi Compton and media companies like American Broadcasting Companies, CBS, Capital Cities Communications, Cox Enterprises, Forbes, Hearst, Meredith, The New York Times, RCA/NBC, Readers Digest, Time, Washington Post, just to mention a few.Canadian businesses established Concerned Children's Advertisers in 1990 to instill confidence in all relevant publics by actively demonstrating our commitment, concern, responsibility and respect for children.

This kind of tax would be a Pigovian tax in that it would act to reduce what is now increasingly seen as a public nuisance. Efforts to that end are gathering more momentum, with Arkansas and Maine considering bills to implement such a taxation. Florida enacted such a tax in 1987 but was forced to repeal it after six months, as a result of a concerted effort by national commercial interests, which withdrew planned conventions, causing major losses to the tourism industry, and cancelled advertising, causing a loss of 12 million dollars to the broadcast industry alone.

This debate was exacerbated by a report released by the Kaiser Family Foundation in February 2004 which suggested that food advertising, such as that for fast foods, targeting children was an important factor in the epidemic of childhood obesity in the United States.

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 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.

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 SUV. 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.

Source: Wikipedia > Advertising