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FEBRUARY 14 (CHAPTER 3 + SEX IN ADVERTISING).docx

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Department
Communication
Course
CMN2173
Professor
Michael Strangelove
Semester
Winter

Description
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 - Inclusivity  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)  Modern condition:  Tools and production are removed from us, as well as time. • All of this affects the motivation and management system. - Rating System (1987)  Seems objective  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. p. 115 - However flawed ratings may be, they are accepted. p. 121 - 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
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