COMM 122 Lecture 10: October 15th
16 Mar 2016
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Document Summary
Advertising started on the radio in the 20"s. Was an invasion of privacy getting you to buy something. Shape our culture and values and how we see the world. Tv advertising still over 90% but % down. Retransmission fee = increase our rates so they can pay the local stations. Networks now see affiliates get money from networks; networks now have to pay advertisers. Inventory - total ad time available to sell. Scatter market (leftovers) - can be v valuable. Makegoods (adjustments) - reduces scatter market; network offers the more makegoods they offer, the more in the scatter market (?) Through 1800"s, confined to certain sections of newspaper. Late 1800"s - started playing with text, making headlines bigger and playing with words following headlines -- no images or graphics. New modes of production required new modes of consumption. Post war boom made the consumer market explode. People started buying machines and vacuum cleaners; department stores; medicines.
