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Lecture 4: Age of Persuasion I: It’s an Ad, Ad, Ad, Ad World

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Communication Studies
COMM 1101
Chris Russill

Lecture 4: Age of Persuasion I: It’s an Ad, Ad, Ad, Ad World  Might need to come up with a new definition of media o Form of representation of reality (content) o How does the media represent the world to us? What gets shown, what doesn’t? o In terms of how it delivers content to the consumer  Need to think of media in terms of how it sells audiences to advertisers  The environment in which we consume media o Movies theatres, trailers and posters, others ads everywhere o Brand integration within film o Exposed up to 50-80 ads in approximately a 2 hour period  YouTube: ad blocking is a myth  Paid product placements within TV shows or movies  Paid advertising in comics and novels  Channel branding: add a logo to a video  Perimeter ads in sports stadium; events somehow related to those companies  Events/experiences become branded by advertising  Sometimes entire content of a show can be worked around a product  Artists’ music videos, tours, merchandise, etc.  It’s not that ads are good or bad, it’s about the manipulation of children into buying something  Parents are more likely to buy a product if a child persists/nags  Advertising today is honed by psychologists that try to manipulate children into buying; different from psychologists who help develop developmentally friendly toys  Build that relationship with them while they’re younger, you have them when you’re older o Is this ethical?  Philosophy of utility o Fashionable consumption, not mindless consumption  Sense of value = how many created wants  Difficult to do a reading of a media text to find a message with value, a message trying to sell you something, or the difference between an ad or educational show  Some people can’t decode media texts in the same way that educated people can  Online: personalization of ads, target you directly based on aspects of your lifestyle, religion, age, gender, etc.  “At least in terms of revenue generation, Google’s core business isn’t facilitating searches, it’s selling advertising space – or rather, selling our attention to advertisers and managing both the price it charges for access to our attention and the relative visibility of those advertisements.” – The Googlization of Everything  In the Google model, Google is the firm, but the product is the audience, and the client is the advertisers who bids for our attention  Google provides information to viewers it seeks; while doing this, it’s collecting personal information about your search, the results you click on, and the creative content you provide to them when you upload something o They sell that data and information to advertisers  AdWords: auction style, highest bidder gets the highest point on the margin in your Google search  People who have sites pay to have their result high on the list  If you do the same search in two different areas, then the results won’t be the same; i.e. Ottawa and Toronto differences (IP address and previous searches) o Contextual advertising  Connotations of Nokia ad: Nokia gives us connections to the real world, the future is Nokia, the future is community (face-to-face with phones)  “It was the end of something. It was the beginning of everything.” o Signifie
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