ADVERTISINGAND SOCIETY – FEBRUARY 14
CHAPTER 3 (CONT’D) + MIDTERM INFO
Reread pages 24-52.
30 multiple choice, 50 minutes.
Read the PowerPoint presentations!
Look at the website for practise questions
The section of Sex andAdvertising not on the midterm
Ads capture culture
BUT, culture is and arena of dispute.
• They are part of normative debate
o Eg. Superbowl Coca-Cola ad.
- America - polarized?
Creating dichotomies –
Straight vs gay,
North vs. South,
Left vs. Right (in government).
- Structural and symbolic conditions
Eg. Car ownership
Symbolically, car = “Freedom and Power”
Structurally, physical distance of workplace and residence.
- Advertising is part of a much larger meaning system - (mass media)
Tools and production are removed from us, as well as time.
• All of this affects the motivation and management system.
- Rating System (1987)
Influences political and economic factors.
Ratings themselves are an agreed upon illusion/myth/falsehood.
• They are produced so the network can negotiate with advertisers on a rate.
• Basis of finance for TV
• Those in the profession recognise that the numbers are highly flawed
Not representative of general population at all.
- Capitalism is akin to illusion/religion/theology
It is hidden within the cloak of rationality
Underneath, we find humanity - errors, myths, irrationality.
- However flawed ratings may be, they are accepted.
- Value (set my modern mass media)
Textbook Marxist view – trying to fit the modern economy into the theory – gap in time leaves this
flawed. “Mass media not characterized