Sociology 2172A/B Chapter Notes -Commercial Broadcasting, Canadian Newspaper Association, Media Buying
11 Feb 2013
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Document Summary
Advertising: refers to a system of communication through which goods and services are brought to the attention of the general public. Insinuated it self into every medium of communication (intended for mass persuasion: operates in a capitalist economy (media serve advertiser before public, most media outlet needs to be sponsored) Reach highest number of potential consumers at the lowest cost possible. Advertisers do not need the mass media: can publicize through other methods, puts pressure on mass media to increase their value to advertisers. Every media outlet tries to produce an audience sought by advertisers. Modern advertising is integrated with the mass media: started with the first newspaper published in canada. Increase productivity of canadian industry (producing and shipping, not selling) Bridged the gap between manufacturers and the public by opening a channel of communication between them. Printing trade industrialized (lithography allow designs or trademarks reproduction)
