CCT316H5 Lecture 7: CCT316: Lecture 7

• School: UTM
• Department: Communication, Culture and Technology
• Course: CCT316H5
• Professor: Jeff Heydon

Document Summary

Lecture seven: ideology and the existence of advertising. Advertising is an open, fair, legitimate and respectable means of competition, bearing upon its face the impress of free trade, and of as much advantage to the consumer as the producer. Advertising was developed to sell goods, in a particular kind of economy. Publicity has been developed to sell persons, in a particular kind of culture. The (cid:373)ethods are ofte(cid:374) (cid:271)asi(cid:272)all(cid:455) si(cid:373)ilar the arra(cid:374)ged i(cid:374)(cid:272)ide(cid:374)t, the (cid:858)(cid:373)e(cid:374)tio(cid:374)(cid:859), the ad(cid:448)i(cid:272)e o(cid:374) (cid:271)ra(cid:374)di(cid:374)g, pa(cid:272)kagi(cid:374)g, a(cid:374)d a good (cid:858)selli(cid:374)g li(cid:374)e. (cid:859) Nor is this (cid:272)o(cid:374)fi(cid:374)ed to (cid:449)hat is (cid:272)alled (cid:858)sho(cid:449) (cid:271)usi(cid:374)ess(cid:859); it has (cid:272)ertai(cid:374)l(cid:455) e(cid:374)tered literature, and it has probably entered politics. It is often said that our society is too materialist, and that advertising reflects this. We are in the phase of a relati(cid:448)el(cid:455) rapid distri(cid:271)utio(cid:374) of (cid:449)hat are (cid:272)alled (cid:858)(cid:272)o(cid:374)su(cid:373)er goods(cid:859), a(cid:374)d ad(cid:448)ertisi(cid:374)g, (cid:449)ith its e(cid:373)phasis o(cid:374) (cid:858)(cid:271)ri(cid:374)gi(cid:374)g the good thi(cid:374)gs of life(cid:859), is take(cid:374) as central for this reason.