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Lecture

CMN 1160 lecture March 5th .docx

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Department
Communication
Course
CMN1160
Professor
Dina Salha
Semester
Winter

Description
CMN 2180: 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:   3 Strategies’:  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. 1700: just txt, small ads, how much it costs, no pictures 1800s: 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/no 
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