CMNS 247 Lecture Notes - Lecture 11: Web Banner, Online Advertising, Earned Media
5 Nov 2017
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Document Summary
Hit hard by global downturn: when markets hit a bad patch, industry follows. Challenges to public relations: used to have much more direct control over public relations for doing things like political work, social engineering work, propaganda work, etc. How is advertising changing: invention of modern advertising. Ads emerge when reading and newspapers become common: consumer goods, ads/newspapers/media outlet, literacy. This creates the audience commodity (dallas smythe: there is a market for eyeballs" (audience attention, eyeballs" become a commodity. People must do the work" of consuming media for the commodity to exist. Therefore, commercial media appropriates out leisure time. Period of time in which american firms are creating lots of commercial goods (running shoes, blenders, etc. ); wanted to export consumer products into other parts of the world, hence so much advertising. Advertising spots alongside shows that feature products and create the all-american lifestyle .
