FFC 603 Chapter 1: FFC603 - Week 1 - Readings (2)
Document Summary
Week 1 - negative & positive effects of advertising. The future role of advertising and its professionals in society is considered using media theory and the production perspective on advertising as work. The integration of media theory and a production studies framework allows for a peek behind the curtain of advertising as work. Potentially fostering respect for what those in advertising do to make it work, while at the same time opening up the field for a critical appraisal of its roles and responsibilities in society. The future of advertising as media work, is that it has a choice to use the contemporary challenges as opportunities to embrace a more critical, ethical, and socially responsible role in this world. The majority of products and services promoted and sold to us through advertising forever remain unquestioned. Media are to us as water is to fish.