Class Notes (1,100,000)
CA (620,000)
Western (60,000)
SOC (3,000)
Lecture 1

Sociology 2172A/B Lecture Notes - Lecture 1: Consumerism


Department
Sociology
Course Code
SOC 2172A/B
Professor
Gale Cassidy
Lecture
1

This preview shows pages 1-3. to view the full 9 pages of the document.
Sociology2172BAdvertisingandSociety
January11/2016
HistoryofAdvertising
AccordingtoSinger(1994)
divided8differentperiodsofhistoryofAdvertising,
needtoknowthedifferentperiodandwhathappens
1.PreliteratePeriod:3000400BC
technologyisanysortoftoolyou'reusingsuchasscrewdriversand
pens
questionsonexams:thekeythingsthathappenedintheperiods
Literacylevelswerereallylowandsomuchofcommunicationwas
basedonsymbolssuchashieroglyphs
advertisingisaboutconvincingandchangingpeople'sminds
1200BC:paintedorcarvedmessagesonstones
wantedtoannouncesomethingthenyouwouldseemessages
carvedthroughsymbols
Lotsofbiblicaleventsandideologiesandreligiouspeoplewouldteach
literacy,perfectionswerefirsttocomeupwithalphabet
6
th
centuryBC:towncriersthemostcommonformofadvertising
throughallofhistoryisthetowncrieroralsoknownasoral
advertising
reallyexpensive
mightbegrouchy
prettytransient,notasolidandcommittedadvertising
OntheProSide:hecouldgoeverywheretogetthemessage
across
oraladvertisingissignificant
2.ClassicalPeriod:400BC–100AD
Literacyisbeginningtospreadmore
StreetAdvertising:Merchantswouldadvertisebusinessandproducts
mostpeoplewouldhaveiconicindicators:theywouldtellpeople
throughusingsymbols,picturesandslogansforthosethatdidn't
knowhowtoreadorwrite
importanteventsorservices
personalclassifiedadvertising:suchaslostpossessionsincludingif
yourslave,orwiferanaway.Ifyourpetsoranimalstockran
away.
Stilltowncrierismostfrequent
3.MiddleAges:100AD1400AD
Youwouldn'trequireeducationifyouwereaworker
Literacystilllimitedtocertaingroups
Creationoftrademarks:awaytoavoidfaultyproducts
4.LateMiddleAges:14001600
TheyweretryingtogetpeopletocometonorthAmerica,andsothey
wouldproduceabrochuretogetpeopletocomethere.Convincing
peoplewasdifficult.Theycameupwithbrochures,asitwaschalkfull

Only pages 1-3 are available for preview. Some parts have been intentionally blurred.

ofstatementspromisingsuchthingsascopelessamountsof
resourcesandgreatenvironment.
Butreallyitwasn'tlikethisandthebuyersweren'treallygettingthe
stuffpromised
firstcaseofmassfalseadvertising
Towncrieralsoknownasbellman:Aformoforaladvertising.
Thereisaverysignificantinvention:ThePrintingPress
lotsofhistorianssaythattheprintingpressisoneofthemostlife
changinginventionstocommunication
Forthefirsttimeyoucouldrecordandbuildoneducationyoucanget
massamountsofinformationouttopeople
actuallyinventedin1501byaChineseman
Gutenberg,1450cameupwiththemodernprintingpress,largeand
movabletype
Hedevelopedthisprintingpresswhichmadeitpopular
LiteracyandPosters:Asmanymorepeoplethatcouldreadorwrite,
theprintingpresshelpeddevelopedthis.
1480firstposterarulebookforpriests.Booksaboutplants.
Cityofficialstrytogetoutmessagesandasyouhavethesemore
peoplebecomeliterate
Nowcanpromoteservicesandproducts
Postersalotaboutevents
5.EarlyMassMediaPeriod:16001900
early1800splacardthatpeoplewouldholdup
relyingmoreonprintthenoraladvertising
developmentofanewadvertisingmedium
Periodicals–thenewadvertisingmedium
anyprintedmaterialthatispublishedinadailytimeorcontinued
time
Printingisgettingmoreadvanced,gettingcheaperandfaster
newspaperwasnotmassproduced
1
st
knownnewspaperad–bookaboutplants
Germany
nowmenworkandwomenstayathome,kidshavenothingtodo,
sohavetostarteducatingthem.Sotherearelotsofadsfor
universityandgoingtoschoolespeciallyhandsonaskidsstart
learningaboutthis.
Adsforuniversityzoosandreligiousgroups
Secondhalfof16
th
century:anabundanceofhealthads
becomesmoreofanissueaswellashygiene
adsforhealthproducts–curesandremedies
alotofalcoholwasused
therewasnorestrictiononfalseadvertising,
Classifiedandpersonalads
helpwanted,lostorstolenitemsorjobads
greaterlevelsofliteracybegintoflourish
InCanadain1752

Only pages 1-3 are available for preview. Some parts have been intentionally blurred.

1
st
newspaperadinHalifaxGazette
Adsforgrocery,ajobprinterandatutor
6.20
th
centurymassmedia:19001920
43citiesthathavemorethanonenewspaper
TheGreatTransitions
Westarttohavethingssuchassteampoweredprintingpress,can
printthousandsofpagesoftextsandhadalotbetterandfaster
printing.Aswellashavingbetterquality
ProfessionalizationoftheAdvertisingIndustry
nowyouhaveanofficialindustryforadvertising
itbecomesalegitimatecareerchoice
CodesOfEthicsisestablished
1
st
CanadianJournal
AgeofSocialInsecurities
Smellypopulation
hygienewasn'tpartofthegeneralpopulace
sonowifyoudidn'tuseacertainproductfortoothbrushesthen
youwillbeoutcastedoryouwillhavetoworryaboutsomething
ifyouwanttobesuccessfulorpopular:stillhappenstoday
AdvertisingandWar
recruitpeopleandgointoarmedforces
peopletogoin,advertisingusedtoinformpeoplenottotalkabout
stuff
7
th
centuryBeginningofElectronicAdvertising1920sand1980s
beginningoftelevisionera
televisionabletogettoamessagetomillionsallatonce
nowyoucanactuallyseerealpeopleandcolor
advertisingcreatedthe“consumer”
insteadofjustadvertisingandblurtedoutpopulacetogeneral
populace,thestarthirepeopleforscientificadvertisement
Scientificadvertising
JohnB.Watson
soyoustartdoingmoresensibleadvertisingandunderstandthe
consumerspsyche
marketersthoughtthattheycanmanipulateandgointoconsumer
psyche
everyoneusedmarkresearchthiswouldhelpthemgiveadtospecific
groups
focusgroupsareusedalottofindoutthereactionstotheproduct
andsometimestheywouldtailoradvertisingtomanipulatethe
messagetotheirbodylanguage
Improvedmediatechnology
createdrealism
Thisisbasicallythetelevisionage
peoplebecomemoreindividualistic,lesscommunityinvolvedand
morematerialistic
8.InformationSociety
You're Reading a Preview

Unlock to view full version