Exam Preparation Notes on Media, Culture, and Advertising

Final Exam Information

• The final exam will be held in person, and it's essential for all students to communicate this information to their classmates.

Cultural Influence on Media and Advertising

• Advertising is deeply intertwined with culture, affecting and being affected by the way we perceive the world.
• Advertising employs representation that shapes how we understand ourselves and others.
• Intent doesn’t always correlate with impact; creators may not intend to perpetuate stereotypes, but the societal effects can be significant.

Stereotypes in Advertising

• Stereotypes in advertising do not reflect the entirety of the represented groups.
• Addressing the socio implications of such representations is crucial.
• The example of Aunt Jemima illustrates the problematic representations related to historical contexts, particularly the mammy stereotype that emerged post-Civil War.
• Suggested Reading: "Slavery in a Box" by M. M. Manning discusses these stereotypes in detail.

Historical Context of Stereotypes

• The mammy stereotype was created during the era of Jim Crow, portraying African American women as happy servants.
• This stereotype continues to evolve in modern media and can manifest in various forms of entertainment today.
• Historical context is vital for understanding the media representation of different groups and the resulting socio-political effects.

Construct of Gender in Advertising

• Gender roles are constructed historically and culturally, with advertisements perpetuating traditional notions of masculinity (toughness, risk-taking) and femininity (objectification, appearance).
• Excessive ideals in advertisement can lead to broader societal issues surrounding identity and mental health.

Consumer Culture and Advertising

• Advertising blurs the lines between wants and needs, creating a consumer culture that prioritizes desires over necessities.
• Advertisements utilize emotional storytelling and public relations strategies to connect with consumers.

Regulatory Bodies

• The Federal Trade Commission (FTC) oversight allows consumers to be informed about advertisements' credibility, much like the FDA does for food and drugs.
• Ethical guidelines in advertising are shaped by groups like the American Association of Advertising Agencies (AAAA).

Subliminal vs. Subtle Advertising

• Subliminal advertising is meant to be unrecognizable; it doesn't effectively influence consumer behavior.
• Subtle advertising is more about crafting messages to resonate with the audience without being overtly promotional.

Impact of the Internet on Advertising

• The rise of digital platforms introduces target advertising, enabling firms to tailor their ads based on vast consumer data.
• Traditional advertising relied on general media ratings; today, companies utilize detailed user data for precision marketing.

Advertising Agencies and Structure

• Agencies are categorized as mega agencies and boutique agencies, with varying levels of specialization and approach to creativity.
• The breakdown of advertising functions includes:
• Accounting: Financial management.
• Account Management: Client and stakeholder liaison.
• Account Planning: Strategy development.
• Market Research: Understanding target demographics.
• Creative Development: Crafting the advertisement itself.
• Media Coordination: Managing where advertisements appear.

Advertising Tactics

• Techniques like saturation advertising emphasize ubiquity rather than focused targeting.
• Media planners determine the best platforms for ads based on target audiences and product suitability.

Types of Advertising Messages

• Famous Person Testimonial: A celebrity endorses a product directly.
• Association Principle: Elicits emotion by associating the product with desirable celebrities or symbols without direct endorsement.

Conclusion

• The advertising industry is constantly evolving and requires a blend of creativity, historical knowledge, and data analysis to achieve success in reaching target audiences and shaping societal norms.