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.