CMN 2173 Lecture Notes - Lecture 1: Consumer Behaviour, Cultural Imperialism, Consumerism

• School: University of Ottawa
• Department: Communication
• Course: CMN 2173
• Professor: Dina Salha

Document Summary

Advertising is a type of propaganda, and propaganda uses advertising (the lines are blurred), advertising is becoming more like propaganda. Advertising: a mass contact strategy, has an economic end, appeals to psychological needs (eg. a need to be loved), relies on a mutual satisfaction between the consumer and the advertiser. Advertising as propaganda: advertising sells values and ideologies (capitalism and consumerism) Advertising has a lot of power over the content of the media (ie. some companies do not want their products shown in certain scenes or ways in films or shows) Advertising and marketing is the planning and execution of a concept, but with pricing, promotion, and distribution, it creates an exchange which satisfies individual and organizational objectives and needs. Consumer behaviour and advertising are linked (advertising researches and plans on how to address the audience, using what will sell the product)