21 april - media class

  • Announcements:

    • Journalism and Media Economics lectures are available on Brightspace.
    • Slides related to the magazine lecture will be posted, but are limited.
    • Reminder to work on presentations and PR lessons for maximum benefit.

  • Advertising Overview:

    • Advertising is a longstanding practice; its history dates back to ancient civilizations (e.g., Egypt, Greece).
    • Early advertisements resembled announcements and lacked emotional appeal.
    • Modern advertising aims to sell not just products but also feelings and emotions.

  • Historical Context of Advertising in the U.S.:

    • Advertising evolved with the advent of newspapers where space was sold to businesses directly.
    • Initially, businesses often reneged on agreements, causing financial strain on newspapers.
    • Valmy Palmer:
    • A key figure who introduced the concept of the space broker to resolve payment issues in advertising.
    • Palmer offered upfront payment to newspapers, receiving discounts, and increasing efficiency in ad space sales.

  • Development of Advertising Agencies:

    • N.W. Ayer & Son:
    • Founded by Aiden Aire, who relied on his father's credibility.
    • This agency shifted focus from merely brokering space to crafting narratives that evoke emotions in campaigns.
    • The emergence of brand identity helped differentiate products in consumers' minds, leading to greater brand loyalty.

  • Concept of Branding:

    • Consumers look for distinctive products associated with quality.
    • Advertisers have been crucial in getting consumers to recognize and request specific brands by name.
    • Example: Campbell’s Soup created a distinct imagery and identity for its products.
    • Advertising can exaggerate product differences, affecting consumer perceptions—often seen in luxury brands where production costs are low compared to retail price.

  • Implications of Advertising:

    • Advertising shapes consumer behaviors and encourages certain purchasing decisions.
    • It promotes economic growth and technological advances, transitioning from a producer-oriented to a consumer-oriented society.
    • There was initial hesitance towards new technologies, echoing current discussions surrounding AIs and their impacts.

  • Influence on Social Change:

    • Direct link between advertising and societal shifts, as it drives economic activity and influences consumer culture.
    • Ads have historically targeted women, often reflecting a male gaze perspective—leading to biased representations and unrealistic beauty standards.
    • Representation is crucial; without adequate portrayal, advertisements perpetuate stereotypes and inaccuracies about various demographics.

  • Historical Issues in Advertising:

    • Problems such as false advertising have existed, leading to regulations like those introduced by the FDA due to misleading product claims.
    • Legal cases arise from perceived deception in ads, e.g., the Red Bull lawsuit which highlighted exaggerated health benefit claims.

  • Future of Advertising and Technology:

    • Augmented reality and e-commerce are reshaping how products are marketed today, emphasizing immersive experiences for consumers.
    • Companies continue to weave narratives around technological advancements, appealing to consumers' desires for progress and modernity.

  • Reflection and Conclusion:

    • Advertising continues to evolve and influence consumer behavior significantly.
    • It's critical to analyze the strategies used in ads and how they affect perceptions of products and overall consumer culture.
    • The lecture concluded with an emphasis on understanding both historic and contemporary power dynamics in advertising and the significance of representation in media.