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Sociology 2172A/B Study Guide - Ally Financial, Polo Shirt, Nevada Athletic Commission

Course Code
SOC 2172A/B
Gale Cassidy

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Advertising and Society
January 8th, 2013
3000-3500 ads a day before the Internet
“Advertising is a very considerable part of our total culture. It is not separable from
any of the other activities of our world”-Marshall McLuhan 68
“All advertising advertises advertising”- McLuhan
- Advertising is the most powerful force affecting people’s behaviour
- Does it create or reflect our culture?
- Concerned with many aspects of sociology, norms and behaviour
- Roles and status in society
- Social advertising changes behaviour ex. Smoking, MADD
- Certain images come with certain products
- Demographic determined by what products you buy
- Method/agent of social control: mechanism of society that get you to behave
a certain way, monitors behaviour (ex. Police, parents)
Why advertising is studied in Sociology
1. Distribution of resources (economic and social)
- Vast amount of money spent (ex. Superbowl)
2. Impact on society
- Ability to reach a broad audience
- Contributor to our cultural content
3. Agent of social control
- Creates vivid images of what our behaviour should be like
- What’s acceptable
- Roles
- What it means to be an adult in our society
- Reflects and creates culture
- Advertising represents a privileged form of discourse
Way of telling us what the world is all about
Holds a special prominence in our lives
Where did we use to get our information from (political, religious)
These influences still exist today but their moral authority has diminished
- Now we look to objects to say who we are and what role we play
A lot of our discourse is through objects
Get these messages through mass media
Public Opinion
- What has greater influence on society?
Schools 54%
Advertising 42%
- Most people are ambivalent towards advertising
- Most advertising is an insult to one’s intelligence
Yes 60%

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- Half the people asked say that you don’t need advertising for good products,
they will sell themselves
January 15th, 2013
Types of Advertising
Ambient advertising
- Intrusive ads in public places
- Most common form of advertising
- Marketers are seeking out new advertising vehicles
- Ad clutter: ads are everywhere, our environment is inundated with
advertising, cluttered with ambient ads
- Ad fatigue: exhausted by ads, ads have to stand out from the others similar
and different
- Criticisms within the industry
Bob Garfield: ‘environment pollutants’
Some worry there will be a backlash against advertising
In the 80s there were more unique types of advertising, but the technology
then was not as advanced
One company rented farmers cows
- Costs of traditional advertising are extremely high (TV)
- Internet useful to target a specific population
- Ex. Ad for gym, Louis Vuitton (created replicas of their bags instead of
construction), Nike bus shelter, bench, ESPN urinal, Plastic surgery cup,
coffee sewer
- Every private spot has been inundated with ads
- Social advertising
- Drunk driving ads
- Ex. Parking spot reserved for drunk drivers
- Some ads may imply that younger people are not very bright
- Flick off campaign
- Coffee maker in vending machineGet a job
- Advertising in the sky is useful but expensive
Readership is a little over 80%
Retention rate is 79.1%, recalling what the ad was about
Hardly any other medium is this effective
- Outer space
Capable of being recognized by a human being on he surface of the Earth
without the aid of a technological device
Pizza hut logo on the side of a Russian rocket 1st one
Banners on Mylar plastic, ads will appear to be as large as the moon
80% of Cokes products are sold outside the US
FAA has delayed this “advertisements could destroy the darkness of the
night sky, impede astronomical observations, adverse effect”
May be environmental concerns

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Stealth Endorsers
- Use or wear products in public appearances, interviews
- Ex. Tiger Woods as the Nike sponsor, Jeff Gordon for Pepsi
Never directly address the product, the general public has become cynical
so when they directly say it it’s less believable
- Use of celebrities to sell can be risky, have to put the product with someone
who is reputable
Brad Pitt for Chanel, most successful using a celebrity
- They become branded with the product
- Using celebrities to sell is not very effective
- Stealth endorsers are not promoting the product they just happen to be
wearing it/drinking it, etc.
Naming Rights
- Turning public spaces into commodities
- Ex. John Labbatt Centre/Budweiser Gardens, Rogers Centre
Pay a lot of money to have naming rights
- Problem with naming rights
May be a problem with a certain company naming a building
Ex. U of G rejecting the Molson Centre, Exeter pool
- a dating website for married people
Wants naming rights for Meadowlands after city of Phoenix wouldn’t play
Offered 10 mil to the airport, stadium
”Life is short have an affair”
Body Tattooing
- Offering space on bodies
- Most are not permanent
- People in the industry think it’s more of a fad that won’t catch on
- More sellers than buyers
- Best suited to more edgier companies, the youth market
- Build brand awareness rather than get out a specific message
- Ex. Save Martha
- A lot of the tattooing is done by online companies, woman doing it for son to go to school
San Francisco restaurant offered free lunch for life
- Tattooing on athletes
Nevada Athletic Commission (NAC) banned this: “If they want to advertise
on the trunks, it is fine with us. But we feel that the body is not meant to
1st reason: demeaning to the sport, 2nd: thought the ink may be unsafe, 3rd:
distracting to the judges
Boxers wanted temporary tattoos, paid between 5000-10000 depending
on how popular they were
Large amount of publicity from advertising
- Any kind of body tattooing would be suited to athletes who are lone athletes
(Running) rather than on a team
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