CMN 1160: Lecture # March 6 2012h
Various thoughts on advertising:
D. Ogilvy: “I do not regard advertising as entertainment or an art form, but as a medium of information.
When I write an advertisement, I don’t want you to tell me that you find it creative , I wan you to find it so
interesting that you buy the product.”
William O’Barr: “Advertising is a form of mythmaking” (storytelling▯ advertising engage the consumers
with the narratives that particular brand creates)
Williams: “Advertising it the official art of the capitalist system and advertising is the magic system.”
Ellul: “Advertising is a form of technique.”
Berger: “Advertising is communication and manipulation.”
Advertising and the rise of consumer society:
shift from traditional to modern society
shift from a village setting to an urban setting with industrialization of production and systemization of time.
Raymond Williams’ and the history of advertising:
1. Tracing the institutionalization and systemization of persuasion, from something specific as grabbing
individuals attention to an institution of consumption. [When did advertising become a big business?]
2. Contextualization, back to changes in society.
3. Observing changes in methods, that fit in the context of changing organization.
just txt, small ads, how much it costs, no pictures
start of illustration, uses more adjectives to describe job
1900’s: more sophisticated advertisements
particular shift associating and idea [wealthy lifestyle] with the product [car], start of branding.
False advertising ex: “pipe smokers live longer”, products that were sold to cure everything, every
sickness, one medicine cures all.
About Women: The Case of advertising
Economic: sell product/commodity
To make public (Habermas)
Habermas: “to make public” relies on the assumption that facts will be made public for the application of
reason by the public and for the public good/