ADVERTISINGAND SOCIETY – FEB 4
- CHAPTER 3 (p. 64 – 71, p. 90 – 93)
- HowAdvertising Works (PowerPoint Presentation)
- Power in marketplace – founded in part within media and politics
This developed mostly within the 20 century.
When behaviourism emerged.
• Tended to treat humans as robots/animals
• Stimulus creates a reaction
Defines (in a post-modern context) awareness
“I know that you know that I know”.
- Mechanistic/Behaviouristic Techniques
Evade technique of control – move and counter move
Counter move not taken into consideration
- Omnipotent power of media
“Media is not that powerful”
Center of power tend to be hidden
• Corporations responding to consumers – hiding power.
o Ideological ploy of denying power.
- Resistance – but not to consumption or lifestyle (Lazarsfeld)
- Ideology (Marxist)
Media is like an iron cage; the audience (viewed as being like children) must be protected.
- Advertising has a strong theme of relationship – what is lacking in social life.
Tells us it is not available elsewhere, but this isn’t true.
- Active audience theory (Fiske – 1980’s)
All-powerful vs. not-powerful
Audience is ‘allocated’power to reinterpret, whereas before just seen as receptors of
information given to them. p. 67
- System of capitalism recreates itself through media.
- We (the audience) are ‘labouring’ when we watch ads on TV
Consumption of advertising whilst ‘off the clock’.
- Mass media produces audiences for advertising.
- Civilization based on epistemology
“One meaning guaranteed by God.”
• The One
Through encounter of “one truth”, we encounter higher truth via God.
- There is no “one to one” connection.
The modern age is one of uncertainty.
- Blurring vs lack thereof
Between message content of commercials and message of pro