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Lecture 6

Thorough Notes on Lecture 6

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Department
Sociology
Course Code
SOCC44H3
Professor
Ivanka Knezevic

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SOCC44H Media and SocietyMarch 04/11
Audience Research: Reception and Interpretation
Advertising
Advertising is (1) paid (2) non-personal (3) communication from (4) an identified sponsor using
(5) mass media to (6) influence an audience
It has to be paid. People who participate in it, or transmit it (news stations) are paid to do it
It's not directed to you or me personally, but to a large media audience
Somebody is transmitting a message to you telling you “this product is better than others,
or “this product will satisfy a certain need”
Has to be from an identified sponsor (obviously), they want you to know who they are
Obviously clairol will tell you that the cosmetics they want you to buy are from clairol
Advertising as a social problem for 2 reasons
Seen as manipulative and exploitative
manipulative: it manipulates peoples opinions into what to buy
You are supposed to make your own opinions on what to buy, but advertising interferes
with that process and tells you what to do
exploitative: it's basically trying to tell you to spend your money for the benefit of the
advertiser. Not because you genuinely need the latest iphone, but because apple wants your
money
For this reason, ethical requirement to make audience aware that it is exposed to advertising
audience must know clearly whether it is watching an advertisement
so this way, you know what the motive is
Clear delineation between advertising and other media content.
It is however, violated on rather frequent basis by, first of all, editorials
ex: Gloria Steinem article: She told you that advertisers wouldn't advertise in your
magazine if you didn't include hidden ads within the editorial content.
Ex: within a love story in the magazine one of the people could say “i was crossing
the river to see him when i forgot that i didn't shampoo my hair with dove
Violated by advertorials (Steinem), product placement and guerilla (stealth) marketing
advertorials: above example
product placement: (i know what this is)
guerilla (stealth) marketing: only works in large cities. Somebody approaches you (on the
street, in the bar) and tells you to purchase the product without telling you that they are
working for that company
typically used for products in the youth culture
“Determined detractors: critics of company/product/advertising practice who organize
public-relations action
Determined detractors: people who are very against advertising.
They can take action (for example) against certain products because they think are harmful
ex: cosmetics tested on animals
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Description
SOCC44H Media and Society March 0411 Audience Research: Reception and Interpretation Advertising Advertising is (1) paid (2) non-personal (3) communication from (4) an identified sponsor using (5) mass media to (6) influence an audience It has to be paid. People who participate in it, or transmit it (news stations) are paid to do it Its not directed to you or me personally, but to a large media audience Somebody is transmitting a message to you telling you this product is better than others, or this product will satisfy a certain need Has to be from an identified sponsor (obviously), they want you to know who they are Obviously clairol will tell you that the cosmetics they want you to buy are from clairol Advertising as a social problem for 2 reasons Seen as manipulative and exploitative manipulative: it manipulates peoples opinions into what to buy You are supposed to make your own opinions on what to buy, but advertising interferes with that process and tells you what to do exploitative: its basically trying to tell you to spend your money for the benefit of the advertiser. Not because you genuinely need the latest iphone, but because apple wants your money For this reason, ethical requirement to make audience aware that it is exposed to advertising audience m
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