COMN 1000 Lecture Notes - Lecture 10: Intertextuality, Market Segmentation, Media Consumption
2 Apr 2017
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Document Summary
Commercial culture, advertising and identity: semiotics and advertising: reading ads, stereotyping and advertising, consumption and identity, advertising and dominant ideologies. The political economy of advertising: capitalism and the problem of realization. Early advertising: creating consumers: early fears over advertising. Alternate models of media funding: anxiety and desire: creating problems, producing solutions. Ad agencies and the advertising industry: from ad buying to full service agencies. Departments: account management, media research and buying, creative, market research: media organizations, regulation of advertising. Deregulation and the child and youth market: advertising and new media. Producing the consumer audience: ratings and the construction of the audience. Lifestyle clusters: selling stereotypes: consumption and identity. Advertising and the audience as commodity: media consumption as work, pricing audiences, impacts of the advertising model. From teens to tweens: youth as market segments: the invention of childhood, the teenager, effects research and vulnerable" youth. 1980s: deregulation, character licensing and market segmentation: mass markets and specialty markets, the strawberry shortcake revolution.
