CMN 2173 Study Guide - Final Guide: Media Consumption, Consumer Behaviour, Semiotics

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Document Summary

Like advertising is a mass contact strategy, it is ideological but has political ends. And appeals not to psychological needs but to fear and warnings: advertising appeals to psychological needs of belonging and love to fit in with the rest of society, products can allude to an idea of success. It informs and instructs and satisfies the needs of the propagandist (benefits the initiator of the message as opposed to the receiver. The lines between advertising a propaganda are increasingly blurring. Advertising is now embedded in the programs we watch (i. e. ad placements) as opposed to an in your face advertisement (traditional advertisement) In india, discussing sexual acts or the use of condoms is considered taboo: advertisers had to understand the culture and value systems in india (including the below the surface/underlying values of the society) Introducing an idea into a culture where the topic is considered controversial.

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