Advertising in Business

Advertising is an investment in your business, similar to other investments to improve and expand your business.
The return you receive depends on the planning and thought that precede the actual commitment and expenditure of advertising dollars. This Financial Guide is not intended to be an in-depth analysis of advertising principles and alternatives that is beyond its scope. Rather, it is intended only to provide a basic review to stimulate your thinking of how to develop an effective advertising program. Unless you are very familiar with the opportunities in this area, you should seek the advice of an advertising professional. The basic premise of an advertising plan requires you to thoroughly analyze the answers to key questions before you can make effective advertising decisions. There are four key questions to ask yourself: 1. What do I want my advertising to accomplish? 2. Whom should my advertising speak to? 3. What should my advertising say? 4. What advertising medium should I use? In the specific business situation, each question has any number of potential answers. As you think about each question do not accept any answer until you have considered and explored the full range of possibilities. What Do I Want My Advertising To Accomplish? The first step in developing your advertising plan is to specify your advertising goals. Be as precise as you can as to why you are advertising and what you want to achieve. Everyone wants advertising to increase business, but for your advertising plan to work it requires you to be more precise. Some possible goals for your advertising are: Increase awareness of your business. Attract competitors' customers. Increase the likelihood of keeping current customers and developing their loyalty. Generate immediate sales or sales leads. It is possible you may want your advertising to achieve all of these goals plus some others. What is important is that you prioritize your goals. Advertising works best when it is developed to meet one specific goal at a a time. Whom Should My Advertising Speak To? Once you determine your advertising goals you can then select the target audience for your message. Advertising that tries to reach "everyone" rarely succeeds. Successful advertising is written with a specific customer in mind. Try to picture the person you must reach in order to achieve your advertising goals. Try to describe your target consumers in each of the following: Demographics: such as gender, age, income, location of residence or business, etc. Behaviors: such as current awareness of your business; the products, services or vendors they currently use; loyalty to either you or your competitor's business, etc. Needs or desires: such as what benefits consumers look for, the basis on which they will decide whether to use your product or service, and how your business can fulfill those needs, etc. What Should My Advertising Say? Once you know who your target audience is and what they are looking for in terms of the product or service you offer, you can decide what your advertising will say. Advertising should always be written to communicate a message that will be seen as important
by your target customer. Your advertising should clearly and convincingly "speak" to your target audience, explaining the important benefits your product or service offers. In deciding how to discuss the major benefits of your product or service in your advertising keep "AIDA" in mind: attract Attention, hold Interest, arouse Desire and motivate Action. Where Should I Place My Advertising? Every month new advertising options become available. Beyond "traditional" media you can place ads in airports, on ski lifts and on televisions monitors in the front of grocery carts. Where you place your advertising should be guided by a simple principle: go where your target audience will have the highest likelihood of seeing or hearing it. Many advertising media work well to reach a diverse range of target consumers. There is no single medium inherently good or bad. A good medium for one product or service may be a poor medium for another. As you consider media choices look for one that fits your advertising goals, reaches your target efficiently and cost-effectively and is within your advertising budget. Based on these considerations, the following summarizes the relative advantages and disadvantages of the advertising media most frequently used by small businesses: Internet Marketing or Online Marketing Internet marketing, online marketing or emarketing are terms used for marketing your products or services over the Internet. Internet marketing is a great way to reach a wide, international audience at a relatively low cost. The nature of the medium allows consumers to find what they are looking for when they want, at their own convenience. It provides instant response and is very interactive. Internet marketing methods include search engine marketing, display advertising, email marketing, and interactive advertising, all completed through your website. Internet marketing can be very creative, cost effective and interactive. Television Television provides a means for reaching a great number of people in a short period of time. Small businesses will typically use either spot television or cable television. A spot television ad is placed on one station in one market. The number of target audience who see your ad depends upon how many viewers are tuned into the television station at a specific time. Cable advertising is placed either on a local cable television channel or on a cable network. The number of people reached by cable advertising depends upon the cable penetration and cable/channel program viewer ship in a given market. Beyond television's reach, an additional advantage is its ability to convey your message with sight, sound, and motion. The disadvantages of television advertising are: relatively higher cost both the terms of airtime and production, limited length of exposure, short airtime (making it difficult to present a complex or detailed message) and the clutter of many other ads. Television ads may require multiple exposures to achieve message retention and consumer action. Also, many commercials are considered intrusive, prompting viewers to switch channels to avoid them. Radio Radio, like television, has the ability to quickly reach a large number of consumers. The major advantage of radio lies in its ability to efficiently target narrowly defined segments of consumers. The vast array of radio program formats lets an advertiser gear ads to almost any target audience. Beyond this advantage, radio is commonly used by small businesses because it is relatively inexpensive (both in terms of airtime and production costs) and because deadlines for placing radio advertising are relatively short, providing an advertiser with increased flexibility. The
disadvantages of radio are: an advertiser is limited to an audio message so there is no visual product or service identification, ad clutter can be high and exposure to the message is short and fleeting. Finally, similar to television, multiple exposures may be required for message retention and consumer reaction. Also, listeners may change stations to avoid commercials. Newspapers Newspapers permit and advertiser to reach a large number of people within a specified geographic area. Newspaper advertising has several advantages for the small business. An advertiser has flexibility in terms of as size and placement within the newspaper. Exposure to the ad is not limited, so readers can take their time with your message. Short deadlines permit quick response to changing market conditions. Disadvantages of newspaper advertising include: Declining readership and market penetration Ad space can be expensive Clutter of competitive advertising and a relatively short lifespan (newspapers are typically read once, then discarded), thus requiring multiple insertions. Magazines Magazines provide an advertiser with the means to reach highly targeted audiences. Specific groups can be reached by placing as ad in a magazine whose editorial content specializes in topics of interest to that target. This is true both of consumer and business publications. Audiences can be reached by placing ads in magazines which have well-defined geographic, demographic or lifestyle focus. Beyond the ability to reach specific audiences, the advantage of magazines include: Relatively long ad life and repeated ad exposure (magazines are typically looked through several times before discard); Excellent reproduction quality and pass-along value. The disadvantages of magazines include: Long lead time Limited flexibility in terms of ad placement and format The potential for high costs in production and placement. Outdoor (Billboards) Outdoor advertising is typically used to reinforce or remind the consumer of the advertising messages communicated through other media. The advantages of outdoor advertising are: The ability to completely cover a market High levels of viewing frequency. The disadvantages of outdoor advertising are related to viewing time. Because target consumers are typically moving, an outdoor advertisement must communicate with a minimum of words. Messages must be simple, direct, and easily understood. Direct Mail Direct mail advertisers use targeted mailing lists to reach highly specialized audiences. In addition to low waste in ad exposure, direct mail provides an advertiser with great flexibility in the message presentation. The disadvantages of direct mail include: Relatively high cost per contact Obtaining updated, accurate mailing lists Difficulty in getting the audience's attention (direct mail is often considered "junk mail"). Yellow Pages The Yellow Pages are an advertising medium that share many of the strengths of other advertising media while at the same time avoiding some of the limitations or disadvantages. As
such, the Yellow Pages are best used to complement or extend the effects of advertising placed in other media. Like other media, the Yellow Pages permit an advertiser to select a well-defined geographic area, ranging from a neighborhood to an entire metropolitan area. The advantages of the Yellow Pages are: Once the geography is defined, an ad has permanence, i.e., the Yellow Pages are kept as a regular reference. They support your other advertising by providing a convenient way for consumers to contact sources and obtain information on the products or services they desire at the time they are ready to "take action." The Yellow pages are relatively low in cost in terms of both ad production and placement. The disadvantages of the Yellow Pages include: Lack of timeliness (ads can be changed only once per year and, as a result, there is no opportunity for "price advertising") Potential clutter in some classifications Not as much creative flexibility as other print media.
How to Cite this Page

MLA Citation: "Advertising." 123HelpMe.com. 27 Dec 2011 <http://www.123HelpMe.com/view.asp?id=163555>.
http://www.123helpme.com/advertising-view.asp?id=163555
Advertising Nowadays, advertising is a very big business. Very often is the major means of competing among firms. Furthermore, supporters of advertising claim that it brings specific benefits for consumers. First off all, they claim that advertising provide information to consumers about the quality or the availability of several products. This is very important for consumers because they do not waste time for searching (search costs). If we suppose, that consumers want to shop at the lowest price shop but, they do not know which is the store with the lowest prices, then they gather information by reading and watching advertisements and TV commercials respectively or by visiting several stores. This action of consumers makes prices to fall, but only if consumers have the appropriate information. Otherwise the prices may rise. Supporters of advertising also claim that advertising may encourage price competition among the firms, if prices feature significantly in the advertisement. In addition to this, by increasing sales through advertising, firms can gain economies of scale, which means that it will help to keep prices down. As we can understand information is very essential for consumers, not only because it lowers the prices, but also because it improves the quality of several products. The problem here is that it is unlikely for all the consumers to have perfect information. This means that the information is either imperfect or asymmetric. Imperfect information, as well as asymmetric information, lowers quality. Advertising may solve this problem in most cases. Consumers can gather information for several products through advertisements and because of this, producers must improve the quality of their products. But why firms advertise so much? As I noted above advertising increases consumers information. So we can suppose that a firm which advertise much, has high quality products. A very expensive advertising campaign is something like a signal to potential consumers, that the firm believes that its product has good quality. Furthermore the company believes that because of its good quality products, is going to make repeat sales for a long time in order to recoup the fixed costs of initial advertising. On the other hand, firms with poor quality products that know that consumers will soon discover they have been misled about quality, do not invest much in advertising. This is a very good source of information for consumers because in that way they can realize the difference between firms, which advertise much and firms which, do not advertise so much. It is one of the explanations of how advertising can improve consumers information about the quality of products. In addition to this, there are some goods that have to be used for a very long time before their quality can be established by the consumers. Consumers now have a lot to gain from truthful advertising, but lying advertisers could get away with it for quite a while. Lying advertising called and hit and run advertising as well. This is a real problem for producers who know that their products are good. The only thing that they can do in order to overcome this difficulty is to raise the stakes and commit a lot of money to advertising.
It is easy to understand here, that this can make sense only if they expect their product to be successful for a very long time, long enough for the consumers to find out that the product is really good. Furthermore, there are some goods that usually they are not going to be replaced for a decade or more (once-off purchase). The question that may arise here is how a consumer can discover the quality of such a good. In that occasion a producer who knows that his products are good, has no reason to advertise. So, as we can understand a willingness to advertise no longer signals that the product must be in high quality. To sum up we can say that it is very common for producers who produced high quality products to advertise. The table below- taken from Carlton and Perloff textbook 2nd edition -indicates spending in advertising of tobacco. Rank U.S advertising in 1990 ($ thousands) Advertising as a Percent of U.S sales American Brands 49 277,084 4.8 Philip Morris 2 2,210,233 6.1 Philip Morris as well as American Brands, are major tobacco companies. As we can from the table, Philip Morris spent a very large amount for advertising, equal to 6.1% of its U.S sales. As I noted above, advertising can improve consumers information the quality of several products. Consumers have the opportunity to collect information through any form of advertising in order to purchase only high quality goods. But is advertising always truthful and informative? The answer to this question is no. Advertising may sometimes be false and uninformative. Of course false advertising is illegal but firms can advertise in a false or a misleading manner for years. In order to stop this we can properly use Antifraud laws. Lets take an example to understand better what Antifraud laws are. Suppose that the law prohibits the misleading of the fabric content of clothing. If the law is always enforced, consumers believe that a clothing label is usually correct, thereby giving a manufacture an incentive to mislead. On the contrary, in the absence of any enforcement consumers do not trust clothing labels and as a result firms have little incentive to mislead. (Statement taken from Carlton and Perloff) The question that may arise here is if we have to enforce these laws or not. It is not so simple to answer this question. As I noted above we have to use Antifraud laws properly if we want to increase consumers information. This means that the optimal level of enforcement lies somewhere in the middle range between no enforcement at all and enforcement of those laws. Furthermore we can use Disclosure laws in order to stop misleading advertising. This set of laws require firms to reveal truthfully to consumers certain information about their products. It is quite easy then to understand that society would gain if uninformative or false information banned. Finally, we can say that skepticism by consumers discourages false or uninformative advertising. It is very important for the society to collect only the appropriate information about several products. In a world with informative advertising, goods are much better and producers as well as consumers gain more.
Bibliography: h Modern Industrial Organization 2nd edition Carlton & Perloff h The theory of Industrial Organization 5th edition Jean Tirole h Economics 5th edition Stanley Fischer & Rudiger Dornbusch h Positive Economics 8th edition Lipsey & Chrystal

http://www.123helpme.com/view.asp?id=47306
Promotion is the specific mix of advertising, personal selling, sales promotion, and public relations a company uses to pursue its advertising and marketing objectives. The objectives that are met by promoting are to move the target market through the following phases: Unawareness -> Awareness -> Beliefs/Knowledge -> Attitude -> Purchase Intention -> Purchase It is believed that consumers cannot skip over a phase, but they need to move through them. Promotion is used to move the target market from one phase to another to finally purchase. Current strategy The promotion strategy which currently uses by the company is the ABL method, advertising. This advertising approach communicates a uniform image of the company across Canada. It is true that this provides a universal image of the company to the consumers. In Quebec, where most of the residents are French-speaking, this company chose to use a direct translate of the advertising messages. However, this strategy might not communicate the messages well because the context of the messages in the ads carry a heavy weight age; therefore, a maximum exposure is needed here which means marketers have to put an effort when they think about the messages that they are going to advertise. The straight translation from English into French just doesnt work. Recommended strategy Today, most of going-global companies adopt a marketing strategy called adapted marketing mix. It is an International marketing strategy for adjusting the marketing-mix elements to each International target market, bearing more costs but hoping for a larger market share and return. The concept behind this is consumers in different countries have widely varied cultural backgrounds, needs and wants, spending power, product preferences, and shopping patterns. Because these differences are hard to change, most marketers adapt their products, prices, channels, and promotions to fit consumers desires in each country.[Globalization and localization:3 ] Marketing theory distinguishes between two main kinds of promotional strategy - "push" and "pull". Push In push marketing, you push your content or product towards the audience which may or may not be aware of it. In other words, push-marketing involves the active engagement of a target market through methods like advertising on relevant websites, email marketing and the practice of cold calling or emailing a prospect. In push-marketing, you largely focus on the features of your product or service and you seek a direct response from the targeted audience. They buy, dont buy or opt-in to your newsletter for more permission-based marketing. In a sense, pushmarketing often involves short-term strategies which involves specific event or time-based campaigns (Christmas deals, new membership offers). An initial push strategy for new product is useful because the brand/product is as yet unfamiliar to your target market. Actively engaging your peers by networking and pushing your best products are smart things to do because you dont have an audience that will do it for you. The biggest mistake you will make is to assume that potential consumers know about your products. When your products are completely new, it is difficult to obtain attention because readers and the media may be uncertain about your content or expertise. Push-marketing makes your brand pervasive and ubiquitous. It also helps you to acquire leads which you can convert into loyal supporters. Pull
Conversely, in a pull-marketing scenario, the customer pulls your content or product towards themselves, because they are interested in learning more about it. Pull-marketing largely involves the active development of a highly visible brand. Also, it focuses on the development of trust and perceived value. This encourages customers to actively seek you out, because they believe you can fulfil their needs. Methods commonly used include media interviews, conference speaking, syndication of your content and word of mouth. It focuses on building your business or personal brand. Your target market is more diffuse and not strictly defined by your actions: you dont email 20 targeted prospects; you generate publicity in order for endusers to find you naturally on their own. In this case, we suggest that Deluxe Foods, Ltd could perform the Push strategy to increase the sales. It is always a better way to push your own products to consumers than waiting for them to find u. It is that marketers have to find the touch-point, a way to reach consumers. In addition, the internet marketing has gone up so much within these last few years. Thus, setting up a domain on the Internet is a new prefers method in this era since it is an easier way to purchase products. Have a user-friendly web site designed and programmed, this way enables consumers to know more information on the Deluxe food. On the other hand, the company itself can promote in an additional way to different target market. In order to create a distinct promotion tool for Quebec province, we must do some research to find out what actually suits the local people. Quebecers are proud of their language and respond well to its clever and humorous use in ads.Jeux de mots" or "plays on words" are frequently used to appeal to Quebecers' love of both language and humor. Julie Snyder (1993). Therefore, the messages must convince the customers that this convenience food is a better choice than any other package food. Furthermore, colors in ads are changed sometimes to avoid taboos in other countries or to suit the local preferences. Like in this case, marketers may want to put in red & orange which reflect the Quebecers favourite color. The use of creative promotional material that reflects an appreciation for French Canadians' pride in their language and culture and depicts the celebration of life in French-speaking Quebec is most effective in reaching the consumer. There is a strategy named communication adaption, a global communication strategy of fully adapting advertising messages to local markets. Deluxe foods might want to adapt its ads to the French market if they want to stop the sales decline. For promoting the breakfast package food in Quebec where French consume little milk and eat little for breakfast (.., Deluxe Foods has to present the messages convince enough that breakfast is actually healthy and tasty. For people who need to rush in the morning, it is so convenient for them to take this staple food since they need only little time to prepare it. Above all, an event such as road show would be able to let Deluxe Foods, Ltd to promote its products. This will enable consumers to know that this certain product is existed. This method is also called below the line (BTL) way of promoting where it let consumers to feel that the products are there. They are physically present for the consumers to try. A principle lying under this method is guerrilla which is to influence you through the word-of-mouth. Moreover, enjoyment of life or "joie de vivre" is an important motivating factor for Quebecers, who consider them to be "bon vivants," loving to talk, eat, and socialize. Thus, this company could consider a promoting method through a sponsorship of the TV program, talk show featuring a discussion of topical issues that leads to the dinning table, which is popular among the Quebecers. Julie Snyder (1993). In addition to road show and talk show, an incentive provides to consumers would be another
idea. An instance such as people who manage to collect DELUXE words that would be provided inside the packages, are able to participate in the game contests and lucky draw provided in a food-fair creates by the Deluxe Foods, Ltd itself. Besides BTL, advertising which creates MASS awareness called ATL could be used to promote this convenient food. This method involves the traditional media advertising such as radio, TV, magazines are direct tools which can be used. A new ATL advertising which can be thought of is to advertise it in the public transport, where it would be a higher chance for consumers to notice on the products while they are travelling. It could be possible to create peoples awareness in a way when they are travelling back after work, most of people would be in a need for food. It is just to position this Deluxe staple food is so convenient, and yet healthy for them. Thus, this ATL advertisement would catch their attention.

http://www.123helpme.com/advertising-view.asp?id=166993
For this newspaper report I have selected two ads for trips to Greece in the Greek newspaper, the Orthodox Observer. The travel agencies here are "MARKOS TRAVEL SERVICE" and "PHAROS TRAVEL". Both ads offer trips to Greece with really good deals from all over the United States. "Markos Travel Service" offers non-stop flights on Jumbo 747 with Olympic Airways and says that it has unbelievable low rates from anywhere in the United States. The prices at "Markos Travel Service start from $289.00 the one way ticket which departs from New York (JFK) and arrives in Athens Greece, and the round trip ticket starts from $489.00. Now with "PHAROS TRAVEL" he has the one way ticket $299.00 and the round trip $498.00 plus tax (which usually the tax ranges between $40-60.00 .This travel agency ad tells us about the children's fare too and it also gives a 20% off discount to all corporate accounts with either domestic or international trips. It also deals with add on from all over the United States too and it actually gives us the prices to it. "MARKOS TRAVEL SERVICE" doesn't show these features in its ad not even for the children's price or the discount price. Another difference between the two is that "MARKOS TRAVEL SERVICE" has only one office in Connecticut but "PHAROS TRAVEL" has two locations, one in Manhattan and the other one in Astoria, which makes it much more easier to go too. Both of the travel agencies ads gives us a nation wide toll-free number so you can call them from wherever you are without you being charged. I consider the "PHAROS TRAVEL" ad much more effective than the "MARKOS SERVICE TRAVEL" because first of all "PHAROS TRAVEL" is much
more known and has many more years than "MARKOS SERVICE TRAVEL" in
business. Also because its ad has everything basically there about what you need to know, far more details and I can say more reasonable prices. "MARKOS TRAVEL SERVICE" may have on the add cheaper prices but when you call in and you ask them the total cost of your reservation they will add on to you basically $20-30.00 more on the taxes so they can make a profit. Also the "PHAROS"is much more plain than the ad for "MARKOS TRAVEL SERVICE" at least the second one has some features that catch your eye. This shows that an ad is a very important part of advertising of the company.

In Film Advertising Aims and Objectives Study Rationale: Effectiveness of In-Film Advertising Consumer Behavior and Advertisers Behavior towards In-film Advertising Exploring product placement opportunities offered by the mainstream Hollywood and Bollywood movies, by understanding their nature, the audiences they serve and benefits the industry aims at with respect to the placed product. Study Objective: To test the effectiveness of brand placement in movies both from the consumers and the advertisers perspective. To understand the advantages and the drawbacks faced by the producer as well as the advertiser. To understand the factors taken into consideration when placing an ad in a film by producers and advertisers To understand the importance of correct placement of the products in the films. Analyze the extent and nature of product placement as it presently occurs within the Hollywood and Bollywood movies.
Significance of study: The industry provides a significant opportunity for strategically planned brand placements, but there is little evidence of academic research in brand placements effectiveness or consumer attitudes within Bollywood cinema to-date. This research is aimed at providing an overview of current product placement research in Hollywood cinema with a view to examining the lessons that can be learnt by film producers and brand managers looking to formalize product placement strategy in Bollywood productions. Research Methodology: The method of research for this paper is a mix of data collection and quantitative analysis. The quantitative analysis would involve collection of statistical data available from the users and demographics details over a period of time, in this case November - December, 2007. In all questionnaires will be administered to 150 respondents. Methods of data collection will also include interviews with the marketers of different companies to gather information on their views on product placement in movies. Secondary data would include analysis from various movies and published articles. Limitations: Limited Sample Size Responses could subjective, hence it would be difficult to quantify Non response error Interpretation error EXECUTIVE SUMMARY The concept may not be new but it is definitely making its present felt with a lot of force lately. In Hollywood this practice has been a fairly old one. The best example would definitely be of James Bond. This series had so many products that it was actually dubbed as Ad film, right from Aston Martin, BMW, OMEGA to Reid and Taylor. Exactly when did this concept came in vogue in India is a little difficult to ascertain but movies like Kya Cool Hain Hum does stand out, right from the first song highlighting SPYKAR jeans to the presence of CCD coffee chain through out the movie. Another movie would be Hungama where Akshay Khanna is shown to be running a Videocon outlet. And who can forget Amitabh Bachchan as the owner of ARCHIES in Waqt, or Paresh Rawal mentioning DOMINOS in Phir Hera Pheri. In a very recent movie Lage Raho Munna Bhai we can see advertisements of products like Go Air, World Space and Indian oil, for once the advertisements are done in such a way that you dont find them unnecessary, but impossible to do without, the examples are endless. The reason this trend is spreading is that it is a win-win situation of all parties involved. The kind of coverage that Hindi movies give is probably only second to cricket. So this makes the sponsors happy. On the other hand it gives the producers breathing space as they recover at least a part of their money even before the movie releases. With the variety of movies that are churned out of BOLLYWOOD it ensures that no matter what is your product you can get a chance to advertise it in a movie.
It is not a very radical change; it is actually just a shift. Earlier you had companys advertising before a movie was screened. Now they have just taken it to the next step wherein they are now continuing it throughout the movie. With the kind of budgets today movies have, this concept of product placement in the movies is really a star performer. What this does is that, it not only secures the producers but also gives them a scope to experiment with much less apprehension and also allows them to spend in order to improve the overall quality of the movie. Product placement activities in Bollywood movies are being more extensively used because of their mass-market reach through a popular and influential medium. The power of celebrities, many with iconic and idol status, give greater credibility to brands and reinforce or establish positive associations. More importantly, product placements lasts longer than traditional advertising and have a greater opportunity for reinforcing their 'message' as consumers repeat their viewing of films. Bollywood has grown in a multidimensional manner, through its own brand of art, communication and stars. Films are seen in over 13, 000 cinema halls and by nearly 100 million filmgoers every week all over the world. As the Indian economy develops a global perspective, the Bollywood film industry needs to follow suit. More importantly, as Indian audiences become fragmented into class specific segments, marketers are faced with the more difficult task of communicating their brand messages; effective and well thought out product placement strategies appear to offer some solutions. IN-FILM ADVERTISING In-film Advertising is a promotional tactic used by marketers in which a real commercial brand is used in fictional or non-fictional media, and the presence of the product is a result of an economic exchange. When featuring a product is not part of an economic exchange, it is called a product plug. Brand placement appears in plays, film, television series, music videos, video games and books, and is a relatively new idea (first appearing in the 1980s). Product placement occurs with the inclusion of a brand's logo, or a favorable mention or appearance of a product. This is done without disclosure, and under the premise that it is a natural part of the work. Most major movie releases today contain brand placements. The most common form is movie and television placements and more recently computer and video games. Recently, Web 2.0 sites have experimented with in-site product placement as a revenue model. Product placement is a form of promotion in which advertisers insert branded products into programming in exchange for fees or other consideration. Product placement takes three basic forms: (1) visual, i.e., where a product, logo, or sign is shown; (2) auditory, i.e., where the product is mentioned; or (3) where the product is used or plays a role in the program. Although product placement has been used for decades, it has become much more prevalent in the past few years. "In-film Advertising", discusses in-movie placements. The technique helps promoting products through films or TV shows. In-film advertising is catching up in India as media spend increased from a mere Rs.8 cr to Rs.72 cr per annum within a decade. Effective product placement using In-film advertising depends on timing of introduction of the brand, linking the placement with some character in the story and supporting visual product placement with audio reinforcement. The successful integration of product placement within the film's storyline has a long history the first example being the yellow Rajdhoot bike used in Raj Kapoor's Bobby The concept may not be new but it is definitely making its present being felt with a lot of force
lately. In holly wood this practice has been a fairly old one. The best example would definitely be of James Bond. This series had so many products that it was actually dubbed as Ad film, right from Aston Martin, BMW, OMEGA to Reid and Taylor. Exactly when did this concept came in vogue in India is a little difficult to ascertain but movies like Kya Kool Hain Hum does stand out, right from the first song high lighting SPYKAR jeans to the presence of CCD coffee chain through out the movie. Another movie would be Hungama where Akshay Khanna is shown to be running a Videocon out let. And who can forget Amitabh Bachchan as the owner of ARCHIES in Waqt, or Paresh Rawal mentioning DOMINOS in Phir Hera Pheri. In a very recent movie lage Raho Munna Bhai we can see advertisements of products like Go air, World Space and Indian oil, for once the advertisements are done in such a way that you dont find them unnecessary, but impossible to do without, the examples are endless. The reason this trend is spreading is that it is a win-win situation of all parties involved. The kind of coverage that Hindi movies give is probably only second to cricket. So this makes the sponsors happy. On the other hand it gives the producers breathing space as they recover at least a part of their money even before the movie releases. With the variety of movies that are churned out of BOLLYWOOD it ensures that no matter what is your product you can get a chance to advertise it in a movie. It is not a very radical change; it is actually just a shift. Earlier you had companys advertising before a movie was screened. Now they have just taken it to the next step wherein they are now continuing it through out the movie. With the kind of budgets today movies have this concept of product placement in the movies is really a star performer. What this does, is that, it not only secures the producers but also gives them a scope to experiment with much less apprehension and also allows them to spend in order to improve the over all quality of the movie.

MLA Citation: "In Film Advertising Aims and Objectives." 123HelpMe.com. 27 Dec 2011 <http://www.123HelpMe.com/view.asp?id=165564>.
http://www.123helpme.com/in-film-advertising-aims-and-objectives-view.asp?id=165564
Effective Use of Humor in Magazine Advertising The purpose of a magazine advertisement is to attract the readers attention and hold it long enough for the reader to recognize and remember the name brand of the product being advertised. This is achieved, in many cases, by the use of a comedic image or phrase. These, hopefully, will cause the reader to sit up and look further into what just made him or her smile or even laugh. This technique is seen quite often in the pages of the latest issue of ArtByte magazine. ArtByte is a relative newcomer to the world of computer and technology-related magazines. It is aimed at the upper teen to lower thirties technologically-minded individual who has a somewhat wry sense of humor. Many of the ads in this magazine reflect the idea of
ArtByte being aimed at this demographic in their marketing techniques by adding humor to their advertisements. But they still make an attempt to appeal to the high-tech reader. This makes for an interesting balance of technologically-minded text and humorously-appealing imagery. Listen.com, for example, makes full use of this technique (15), as does Aquent talent agency (0,1). The former advertisement depicts a young man, with whom the reader is meant to identify, who apparently works at a diner as a short-order cook. But, as a sight gag, instead of flipping the burgers on the fryer in front of him, he has opted to pretend that he is a disk jockey (a symbol of the high-tech, modern popular culture) and act as if he were spinning and scratching the aforementioned burgers like records on a turntable. The accompanying text reads: "Theres music everywhere, if you know where to look." This makes for quite the funny image, but most likely only to those who would recognize just what he is doing (young, culturally aware, technologically minded individuals). The smaller text, just below the headline reveals that Listen.com is actually an online music database that allows the technologically able consumer to (the same demographic targeted by the rest of this magazine) to find and download MP3s, an internet-based music format. There are also digital videos, and links to other musicrelated websites. These features have become a mainstay of the modern internet users digital repertoire. These advertised features appeal almost instantly to anyone looking for a fast and easy way to access music and information via the internet. The second advertisement also makes use of humorous imagery, but of another sort. Placed by Aquent talent agency, this ad depicts a thirty-something man, sloppily dressed, with a somewhat apathetic expression on his face. The result is a perfect and quite humorous image of what would most likely be referred to as a "slacker." This ad, judging by its text, is aimed at the modern e-business employer. The main text, prepared in an intentionally sloppy manner, reads: "No one is perfect. Except on their resume." This advertisement recognizes and capitalizes on the human tendency to make ones self look better on a resume than could possibly be achieved in the real world. By implying that the "smart" employer will look deeper than the job hunters most likely biased resume, this advertisement suggests that if an employer does not use Aquents talent agents, he or she might end up with an employee such as the individual presented in the ad (whom we are made to assume is a poor worker and trouble maker). The small print of the second advertisement explains that Aquents talent agents "painstakingly evaluate" the many "creative, print production, and web design experts" in their trust. This supposedly ensures that the employers of Aquents "110% guaranteed" alumni will not be let down by the quality of work produced by their newfound employees. This seems to be a rather risky stance, but worth the chance if able to be proven. All in all, both these advertisements seem to target their audiences quite well. Their sometimes subtle, sometimes overt uses of humorous imagery were both well thought out and attention grabbing. Furthermore, the advertisers flex their ability to couple that sense of humor with intelligently written text that appeal to the readers more discriminating side. This serves the purpose of disallowing the reader to feel silly or juvenile in their decisions to examine these advertisements further. The technical references in the ads were designed to be interesting to the targeted technologically aware reader of this magazine, and it seems that the advertisers have succeeded with flying colors in this endeavor. Both these ads were composed quite well. And
they will, if they have not already, bring many new consumers to use and enjoy the services offered.
Works Cited Aquent Talent Agency advertisement. ArtByte. 3.1 May-June 2000. pp 0,1 Listen.com advertisement. ArtByte 3.1 May-June 2000. p 15

MLA Citation: "Effective Use of Humor in Magazine Advertising." 123HelpMe.com. 27 Dec 2011 <http://www.123HelpMe.com/view.asp?id=29510>.
Advertising, What Is It ?
51123 star_rating
---------------------------------Advertising, What Is It ?
Advertisements are methods used to commercialize a product or anything else, such as AA meetings, a garage sale, etc. Advertising is used mainly to influence specific audience or all audiences to buy the product. For example, my product is advertising Reebok and is concentrating on people who play American Football. The advertisement is using the testimonial* method to advertise Reebok. The purpose for advertising is to commercialize a product or anything else to a certain audience or to any audiences. Another purpose for advertising is to persuade people to buy the product so that you'll get more money. A third purpose is to make the company a bigger name by getting more buyers. For example, the purpose of my advertisement is to persuade any American Football players to buy Reebok. I think advertising is necessary in the point of view of a company owner.
Because for his company to prosper, he needs buyers, and without advertising he'll have less buyers which will slow down his company's growth. But in my opinion, I don't think advertising is necessary because we can live with less products. It might even be better with no advertisements because T.V shows and basketball games would be on continuously without any commercial interruptions. For example, my advertisement is advertising Reebok, but I don't need it, I can live with slippers or nothing at all; nevertheless, wearing a pair of Reebok shoe would be more comfortable. I think advertising is the right to choose. When something is advertised, it does not mean that you have to buy it, but it is giving you a choice. For example, my advertisement is trying to persuade me to buy Reebok, but it is just giving me one choice of my several choices of sportswear. Recently, I went in a chat room called "help", and asked for their opinion on advertising. I asked 17 different people, and 11 said advertising is foolish because it does nothing but interrupt sitcoms and games. The other 6 said, they don't mind all the advertising and that advertising is necessary because no games would be shown since no one would sponsor them without advertising.

MLA Citation: "Advertising, What Is It ?." 123HelpMe.com. 27 Dec 2011 <http://www.123HelpMe.com/view.asp?id=51123>.
Advertising Ethics
35426 star_rating
Rate This Paper: 1 2 3 4 5
Length: 2111 words (6 double-spaced pages) Rating: Red (FREE) ---------------------------------Advertising Ethics Dittrich, Liz Ph.D. About-face Facts on the Media. About Face. 1996-2004. This article talks about how advertising promotes the cultures current for body shape and site and the importance of beauty. It talks about womens magazines and how they include so many adds for weight loss and how many girls own Barbie dolls. The piece also talks about how all of these adds effect people and to what extent they effect people. The author of this piece is the director of Research and Outreach for About- Face and has a doctorate in Clinical Psychology. Based on those facts alone I feel that this piece is very credible and contains truthful information. Limitations of this piece include only having one side and not pertaining specifically to ethics in advertising. I will be able to utilize this piece mostly because it contains a lot of statistics and good information to help me in the angle I am going to take on how ethics in advertising affect women. This piece is very different from all of my sources because it does not pertain quite so directly to the topic I am writing on. (190) Heller, Lleland Dr. Advertising, Children, and Ethics. Professional Articles. 1990 http://www.drheller.com/april01.html This article talks about psychologists helping advertising companies to help the create effective advertisements that target children. The article asks if this is ethical. Psychologists also help these companies create educational toy advertisements, anti-drug advertisements, dont drink and drive advertisements, etc. So the article asks if you can really separate out all of the situations and make a statement that includes all of them. The main issue the article talks about is that people feel as though psychologists own that information and can use it as they please but that that is not the case at all. The article says that ultimately parents should be trained and able to say no because after all it is there responsibility. This piece is written by a doctor who seems to be well-know and who has treated a lot of patients. Dr. Leland Heller is the author of 2 books, specializes in treating the borderline personality disorder and has treated over 3000 people with this disorder. The intended audience of this piece is people who are accusing psychologist of using there knowledge unethically by giving it to advertisement companies and others who may be interested in the topic. Limitations of this piece are that it is not very long and does not provide a lot of factual information so it may be difficult for me to obtain facts to back up my argument. I will be able to use this article for my argument paper because it gives a specific issue that I can refer to when talking about my topic. It also argues an opposing side to my argument which I can use as information when arguing my side. This article is different form Advertising Law and Ethics in that it is much more specific and a little more personal. (298) James, E. Lincoln, Pratt, Cornelius B. A Factor Analysis of Advertising Practitioners' Perceptions of Advertising Ethics. Journal of Mass Media Ethics. 1994. This article talks about the perception of advertising ethics among 460 members of the American Advertising Federation. Areas that are talked about are analysis of members' perceptions,
Agencies' standards, Active public responsibility, Advertising claims, Agencies' social responsibility, Best predictor of the application of deontological ethics to troublesome situations in advertising. From January through August 1999, Cornelius B. Pratt was on a Fulbright teaching assignment in the Department of Mass Communication at the University of Zambia (UNZA) in southern Africa. The intended audience of this piece is students and professors as well as others interested in the topic. Limitations of this piece include the fact that the article is bias due to the fact that is based on perceptions also, that it may not be a strong back up for my argument. I can utilize this source for my paper because I will be able to see the perceptions of people directly in the business and understand their sides. This is very different from my other two sources but similar to Advertising, Children, and Ethics because it gives me information on the opposing side of my argument. (206) Jefkins, Frank William. Advertising. London: Financial Times Management, 2000. This book is all about advertising and all of the components connected with advertising. It contains all components such as advertising and the marketing function, the advertising department, types of advertising, the advertising agency, advertising media, sales promotion, sponsorship, direct mail and direct response, exhibitions copywriting layout and typography, printing processes, public relations, corporate advertising, corporate identity, advertising research, law and ethics of advertising, planning and executing an advertising campaign, the advertiser and the internet. This information is very credible because it is in a published book. The limitation of this piece is that it does not include information about advertising ethics. The intended audience for this piece is anyone researching and wondering about advertising. I will be able to utilize this piece by using information about advertising to give background and base information on my topic. Also, knowing about advertising will help strengthen my argument in advertising ethics. This piece is different from all of my other sources because it does not include anything about ethics. (177) Merrill, John C. Ethics and The Press. Canada: Hastings House Inc., 1975. This book talks about all types of media and advertising and the ethics that go along with them. The book includes information on forms of media like television, journalism, broadcasting, etc. The book starts out with history of the media and goes on with all sorts of different articles, stories and facts about the media and ethics. Also, the book talks about corrupt people in the media. The most important points made in this book are about how fair television should be and broadcasting freedom. This book contains a lot of different pieces written by different writers. I cannot decide if all of the information in all of the pieces are credible but a lot are written by well know Ph.D.s and writers. The intended audience is all of those involved or interested in the media. A limitation of this piece is that it includes mostly information about journalism but not so much about advertising. I will utilize this piece by comparing the media with advertisements and explain how they are both unethical. This piece is similar to a couple of others like Deciding What We Watch because it talks a lot about journalism and media. It is different from my other sources for the very same reason. (208) Richards, Jef I. Advertising Law and Ethics. About. 29 Nov. 2000 <http://advertising.about.com/gi/dynamic/offsite.htm>. This article Advertising Law and Ethics talks all about advertising and the issues that go along
with it. The article talks about current issues with advertising and the ethics that go along with advertising. It talks about the first amendment and its part in advertising. The article includes information on deception in advertising as well as information about unfairness in advertising. Lastly the article includes information on all types of advertising and the issues that go along with the different types such as subliminal appeals, tobacco and alcohol, children, privacy, trademark and copyrighting, sweepstakes, and political and telemarketing. This piece includes and bibliography as well as many links to other areas where information can be found. This article was put together by the advertising department at the University of Texas at Austin and written by Jef I. Richards, who is a Professor at the university with a Ph.D. in Mass Communications. This program has a great reputation and is one of the top programs in the country and a five minute story on the program was aired on Media TV. The intended audience of this piece is all people who are interested in finding out about or researching advertising ethics but do not have a great deal of background knowledge on the topic. Some limitations of this piece may be that it may have some bias in it which would affect the information received form the article. This article includes a lot of useful information and facts that could help back up my argument as well as inform me on the opposing argument so that I may successfully rebut that argument. (285)
Rubak, Josh. Ethics in Advertising. Rubak.Com. August 7, 2001. http://www.rubak.com/article.cfm?ID=13. This article talks about illegal advertising methods. First it talks about the bait and switch method where companies advertise one product at a great deal but when the customer arrives at the store and finds out they are all sold out and the is sold a lower quality item at the same price. The article also uses the example of pornography advertisement online. Pornography site advertise free picture and videos then the customer clicks on these links going through many links until they return to what they were originally looking for and are asked for a credit card number. This article also talks about where to dram the line in advertising. He talks about things such as stealing ad space, defacing property, gambling with peoples honor, etc. This piece is written by a man named Josh Rubak. I am not sure who he is but he seems to be well known and a business man. I think that this piece is very credible. The intended audience is most people, anyone who would be interested in reading the article. The article is straight forward and easy for almost anyone to read. A limitation of this piece could be lack of an opposing argument to strengthen the source. I can utilize this piece by using the specific information it provides about illegal actions companies use to advertise. This text is different from all of my others because it provides me with specific examples of ways that are used to unethically and illegally advertise. (251) Shaw, Collin. Deciding What We Watch. New York: Oxford University Press, 1999. This book has information about the definition of taste, decency, and media ethic in the UK and the USA. He talks about the different ways the countries view these different concepts. The book talks about the meaning of regulation in the different countries. This book also brings in the case
of children and how sex has changes since the sixties in advertisement. Also, this book includes information and ideas about news and reality programs and privacy along with language. This book is written by Colin Shaw, a former broadcasting executive for BBC and Independent Broadcasting Authority and has taught and the University of Pennsylvania. He has great access to information that would make his book credible. A limitation of this piece is that it does do not have any information on certain ethics of advertising. The intended audience for this book is probably people at college level and above. I plan to utilize this source by being able to compare the US advertising ethics with the UK in order to back up my argument. This source is similar to a couple of my other sources because it offers definitions and pertaining to advertising ethics but is different because it compares one nations ethics with anothers. (205) Author unknown. Direct-to-consumer advertising must be banned as part of FDA reform. NewsTraget.com. 2005. http://www.newstarget.com/003204.html This article talks about if it is right or not that companies are aloud to advertise prescription drugs. It says that it is not right for companies to advertise them because people who do not actually need them are asking their doctors for them. The companies claim that they are just educating consumers on these prescription drugs. But the author says that this cannot be true. The article points out that people who take prescription drugs arent healthier in the long run and so it should not be advertised to those who do not need them. The article says as government employees, they should be held to a higher standard of ethics and protecting the sanctity of human life, because they hold substantial power over that life. To make a point that, not only do the companies have the responsibility, but so does the government. The authority/author of this piece is unknown but it is on a credible news network. The intended audience is those who keep up with the news. A limitation of the piece is that it is not very specific to my topic. Although it is not specific to my piece, I will be able to utilize quotes and good information to back up portions of my argument. This text is mostly different from all of my other sources.

MLA Citation: "Advertising Ethics." 123HelpMe.com. 27 Dec 2011 <http://www.123HelpMe.com/view.asp?id=35426>.
Advertising Dissertation Paper

168309 star_rating
Rate This Paper: 1 2 3
4 5
Length: 1531 words (4.4 double-spaced pages) Rating: Red (FREE) ---------------------------------The purpose of this dissertation paper is to explain the ideologies behind advertisements, and to explain the uses of semiotic terms. Ads are deliberately constructed by companies, to connote certain things in order to appeal to their target audience as to sell their products. To understand these connotations it is necessary to deconstruct the ads. Three ads have been chosen for the brand Christian Dior for both fragrance and fashion in order to explore their meanings. The thriving, highly successful designer label Christian Dior opened its main house of couture in 1946 in Paris; by 1958 there were stores in over fifteen countries. Dior was said to have introduced a new look to the world by stressing femininity and elegance. Now Dior's designs and products are used even by A-list celebrities such as Charlize Theron. On a denotative level, advertisement number one consists of white and baby pink shades. The ad is dominated by the presence of a young woman kneeling amongst a variety of bags all in pink and white. The background is very plain and one can vaguely see what appears to be the outline of a bed and some pillows. The bags all have the same pattern and colours but are all different styles. There is also a small teddy with the same design between the woman's legs. The woman looks to be in her early twenties. She looks very seductive and sexy dressed only in her underwear, which is also in the pink and white colour scheme. She has medium brown, slightly messy hair. She is slim, tanned and beautiful. She appears to be on a bed, with the bags surrounding her. She is holding one to her chest and she has a pair of pink sunglasses in her briefs. She has a very seductive look on her face and is wearing little make-up, except for her eyes which have been lined with black eyeliner giving a smoky effect. The headline Dior, can easily be seen written in pink at the top right of the page in bold. There is also a list of stores at the bottom of the page. The layout of the ad is simple and not too cluttered. On a connotative level the models expression, her bed-head like hair and the way she is seated portray a seductive image, while the girly colour scheme and cute teddy imply innocence. The baby pink colour conveys a sweet and pretty likeness. The white in the ad represents purity and freshness. The mount of bags reflects the idea that females have an infatuation with fashion and shopping. The fact that the model is attractive and slender can enhance its appeal to women who are body conscious or feel inadequacy in their appearance; it also plays on the idea in today's society that image is everything. By placing a model in the ad who looks so appealing in and amongst the Dior range, is a clever marketing strategy which positions the reader to believe that the products will have the same effect on them. She is looking directly at the camera; this gives
the appearance that she is confident and secure. As a whole this ad suggests that these products are what you would wear if you are both flirtatious and feminine. In advertisement two a young woman is walking while carrying shopping bags and shoe boxes, as well as a black handbag. She is wearing a distinguished suit with matching heels. She is wearing tinted sunglasses and is looking to her left. In the background is a building, in front of it are footpaths and manicured plants. The main colours used in this ad are white and black. The heading Dior is easily seen at the top of the page in bold black lettering, directly beneath the woman are the words Christian Dior also in black. Ad three signifies the top half of a woman's trim and tanned body, she is looking over her shoulder and part of her face can be seen as a reflection. She is wearing navy blue, lacy underwear. On the bottom right of the ad is a perfume bottle. Directly beside it are the words Admit It'. Ad two connotes sophistication and style, the woman appears very confident and independent in the way she holds herself with such grace and dominance. The way she is dressed suggests that she may be a business woman which gives her a sophisticated aura and signifies that she is wealthy. The shopping bags and shoe boxes look like they are from an expensive store which also represents prosperity and that the woman has a high paying job. The main colours used in this ad are black and white which give a Parisian feel and could represent both the serious and fun side of the woman. The background looks like a posh area and the building would symbolize a mall, as the model appears to have just been shopping. She isn't looking into the camera which makes it seem like she thinks highly of herself. In terms of connotation ad three reflects a provocative, sensual image. The model looks scandalous and seductive. The words admit it' refer to the name of the perfume Addict', telling the readers to admit their addiction to the fragrance. The model looks free and daring, the fact that she is wet connotes the idea that she has just come out of a shower and the scent of this perfume has made her feel passionate and sexy and that she cant get enough of it. This ad promotes the idea that beauty has become more about pleasure and desire and less about striving for perfection. Women's bodies are no longer just about how they look but also about the way they feel. The fact that the model is hardly wearing any clothes suggests that even though perfume is invisible on the skin, the woman who wears it knows she is not completely naked. This image implies that if you wear this perfume your erotic side will be revealed. The navy blues and blacks represent the dark, mysterious side of addiction. The fact that only part of the models face can be seen in a reflection shows that her body is what is important in this ad, which expresses the belief that it is ones body that feels desire and addiction, not the mind. Intertextuality in Dior's ad campaign as a whole cleverly utilizes society's obsession with the desire of perfection and that many women have to look like the image displayed by celebrities and models. Advertisers have found products are easier to sell when viewed in a sensual way, for this reason today's products are designed to seduce as seen in ads one and three. The ads do not have any obvious metaphorical comparisons. However, through metonymy the handbags in ad one and the shopping bags and shoe boxes in ad two symbolise the entire shopping lovers' society. In ad three the models addiction refers to the feel the perfume will create for the user.
The cultural aspects of style, wealth and acceptability are cleverly foreshadowed in the advertisements. They are very trendy and in vogue with sexual innuendo. The brand Dior is expensive and so the cultural assumption is that if a product is expensive there is a guarantee of quality. The web address on the first ad stresses the modern, trendy, now' appeal of the product. Cultural ideology underpins these ads appealing to readers who value style and appearance. This ad is clearly aimed at young women, for the obvious reason that there are females in all three ads. It would be aimed at women who are girly and feminine but also like to feel sexy and attractive. They are aimed at a younger generation of females who are modern, value high fashion and who could be seeking confidence. People who are body-conscious and wish to have such figures could also be targeted as it could make them think that if they own these particular products they could look and feel just like the models in the ads. Alternatively women who have a strong self esteem and are confident and independent may relate to the ads aswell and, could therefore be targeted as they would want to have these products, in order to demonstrate that in their appearance. In conclusion, the use of semiotics plays a vital part in all advertising campaigns, in order to persuade the viewer that they need their product. To enhance the products selling power the ads have been made to appeal to certain emotions that the target audience may feel, so they can relate to the ad. All three ads are eye catching and the products are definitely brought to the readers' attention. Dior's campaigns have also started to explore new, or long forgotten dimensions, by tapping into the senses through interesting and playful textures and colours. These ads have successfully appealed to millions of women, whose fragrances and clothes they wear are not just a part of their routine but a self indulgence. http://www.bwgreyscale.com/ads/dior.html Accessed 19th February http://en.wikipedia.org/wiki/Christian_Dior Accessed 23rd February http://www.fragrancewholesale.com/somhisandbac6.html Accessed 27th February www.dior.com Accessed 1st March

MLA Citation: "Advertising Dissertation Paper." 123HelpMe.com. 27 Dec 2011 <http://www.123HelpMe.com/view.asp?id=168309>.
http://www.123helpme.com/advertising-dissertation-paper-view.asp?id=168309
Cigarette Advertising
39568 star_rating
Length: 2958 words (8.5 double-spaced pages) Rating: Red (FREE) ---------------------------------Cigarette Advertising Cigarette advertising restrictions do not have and intended effect, and despite that in many societies there is an increase in cigarette consumption. Only who is affected with those restrictions are the cigarette companies which are in danger of becoming a form of commercial censorship. However, I do not want to claim against consumer protection laws against false or misleading advertising claims. The end result of cigarette advertising restrictions and any other legal products leads to a limited choice, block of free flow of information, emasculate competition and canceling its benefits. Besides this it also penalizes the advertising media by starving them of revenue, and restrains commercial investments and employment. Not only that it endangered current investments, but it also places powers of censorship in the hands of selfcentered pressure groups or legislative committees, who have no commercial experience or responsibility to be able to exercise them. The intended effects of cigarette advertising restrictions also have harmful side effects. For example in Croatia for last couple of months on the television you could find commercials with detailed development of tumor on lounges and ruining of aortas. Theses commercials did nothing but discussed large number of population, and even non smokers couldnt look at the full add, while the smokers felt discriminated and exploited to society as disease and treat. There are also adds which offer 24-7 telephone lines for people who wish to quit smoking, and in these situations they were offering some pride winning rewards, which was a short term stimulant for people to quit smoking. How really can we think that people are that narrow minded that they will do what ever the media tells them to, and that they were not aware of their health risk before. People die of cancer caused by smoking, the tumor is painful and incurable; while on the other side many old people smoked almost all of their life and didnt face this huge health problem. Maybe the times changed, the cigarettes changed, but the immunity of ones organism depends from one person to another and how it will affect
somebody will vary among the society. It is a pleasure and risk just as getting on roller coaster, running too fast by the dangerous street, stealing vegetables from the neighbor since u might get a gun shot if they catch you, and many other human activities that are practiced in everyday life. If we want to talk about how many people one cigarette company killed, then we can also discuss such issues as Bushs attacks on innocent people and captives in Cuba, not to mention the permission to CIA for killing anybody they found menace to society. I will not go into political discussions whatsoever, I will only discuss under seven major headings about cigarette add restrictions, their harmful side-products, and the unfounded allegation against cigarette advertising. 1. Cigarette advertising has no significant effect on total consumption. Advertising is not aimed in increasing the total consumption. It is designed to influence brand preference and to help customers to choose a particular brand among many others. These advertisings are not encouraging people to smoke more cigarettes, but to smoke their cigarettes instead of other brands. Those who oppose smoking and advertising are non smokers use only arguments on the claim that these advertisings increase the total number of consumers. But would really a person after seeing add about Davidoff go and buy those cigarettes, especially if they dont smoke at all? Of course not, because people are not so easily influenced when it comes to their health and freedom of choice, which they certainly have. One of the most statistical studies on this subject was carried out by the Metro Consulting Group on the United Kingdom Market, which was studied from 1962 till 1969, and was broadly accepted among UK Department of Health and Social Security. It concluded that no evidence has been found of a significant association between total level of media advertising and total cigarettes sales. Professor Reinhold Bergler who was the head of the Institute of Psychology published his book Advertising and Cigarette Smoking in 1981, and in this book he examines two studies representing empirical evidence. The first study is conducted by J.L. Hamilton in 1975, who examines the effects of bans on broadcast advertising in 10 industrialized countries outside the iron curtain. According to his foundlings, the bans on advertising proved ineffective, and the theory about positive correlation between the volume of advertising and the volume of cigarette consumption is false. The second study is conducted by Eugene Levitt in 1977, the Director of Psychology at the Indiana University Medical School. He considered the results of media bans in 6 countries of the same category as those covered by Hamilton. The conclusion on this study is that imposing a ban on cigarette advertising - irrespective of the media forms to which it applies, and irrespective of the time it comes into force - is not an effective way of slowing down the rise in cigarette consumption, still less a means of producing a decline in consumption. In countries were the bans are operating, the consumption has increased more rapidly than in countries which have imposed even limited advertising restrictions. For example, tobacco consumption is growing faster in the Communist Eastern Bloc where no cigarette advertising at all has been permitted for years, than in the - "Free World", where there is still advertising although with certain media limitation in some countries. In the Eastern Bloc, excluding the
U.S.S.R. where supply problems have almost certainly depressed consumption, by the increase in cigarette consumption was 43% between 1970 and 1980, as against a 35% increase in the "Free World" over the same period. The most remarkable Eastern Bloc country increases, over those 10 years, were Bulgaria 74% (in the context of only a 5% population increase) Yugoslavia 71% and East Germany 58% (despite a marginal fall in population). Similar examples are to be found in other countries with total bans on cigarette advertising. For example, in Thailand, all advertising was banned in 1969, but cigarette consumption during the 1970's grew at over twice the average rate for the whole "Free World". 2. Cigarette advertising does not cause either adults or young people to start smoking. The second main argument used by the opponents of smoking against cigarette advertising is that it causes both adults and young people to start smoking. The industry regards smoking as an adult custom, which adults may choose based on maturity and informed freedom of choice. The industry maintains that its advertising is not a factor in leading anyone to start smoking. Following facts support this view. For example, studies carried out in 196718 and 1973 by the National Health and Medical Research Council in Australia examined this allegation and concluded that no empirical research has been able to show that aggregate brand advertising leads to greater tobacco consumption. Nor has anything been found to suggest that advertising entices non-smokers, young people in particular, into becoming smokers. It follows, therefore, that there can be no evidence showing that a ban on advertising would result in reduced tobacco consumption and fewer new smokers." Even the director of the United States Office of Smoking and Health stated "It is quite correct, on one hand, not to make ads the criminal in terms of why teenagers, for example, take up smoking. Advertising is certainly not the criminal." While studying smoking habits in American teenagers Galllup also found that advertising was not among the reasons given for beginning to smoke. Indeed, all the research work so far done, much of it by bodies opposed to the tobacco industry, has failed to prove that advertising induces young people to smoke, nor is there proof that advertising has the power to start people smoking. The reasons why people start smoking are complex, and mostly concerned with the individual's psychology, background and social context. People starts to smoke because of internal and external factors which have to do with the kind of person he or she is, with the example of parents and friends and with social influences exerted by peer groups. It is also clear that the conclusion of serious responsible researchers is that advertising plays no significant role in initiating the use of tobacco products. 3. Censorship, through advertising bans, denies the principle of free choice and full-product information. The principles of individual choice and individual responsibility for one's own actions are fundamental to any free society. Hand-in-hand with those principles go freedom of speech, freedom of action and freedom to select one's own style of living - providing that one stays within the law. Of these principles the freedom of individual choice, as related to the consumer, is of course particularly threatened by bans or restrictions on cigarette advertising.
Opponents of smoking have argued that a ban on advertising would convincingly express government disapproval of smoking and that this in itself would lead people not to do it. The fallacy of this argument is clearly shown by the evidence quoted in the first section of this paper, that advertising has no significant effect on total consumption. It is obvious therefore, that people are determined to exercise their right to choose to smoke, despite advertising bans and their supposed implication of government disapproval. Indeed the very fact that "authority" disapproves of something is for some people a reason to try it. Faced with this situation opponents of smoking fall back at times on the argument that smoking is not merely an individual responsibility, because it may lead to illness which must be treated at public expense. The argument is of course totally unsustainable because practically everything we eat, drink or do has been accused of causing disease which must be treated at public expense. Why then should smokers be singled out for special discrimination? The argument also implies that populations are incapable of looking after them and unfit to make their own decisions, in consequence of which they must be subjected to a form of censorship. Arthur Hettich in the American Business and Society Review wrote: "It is our feeling, therefore, that prohibiting cigarette advertising would be a violation of the rights of a legal segment of American business and; more important, a violation of our readers right to choose. Should we prohibit automobile advertising from our pages because hundreds of thousands of people are maimed or killed each year from car accidents? Do you feel that we should prohibit liquor advertising because alcoholism has reached epidemic proportion in this country? The reasonable answer is, I think, that our readers are highly intelligent people who are able to make up their own minds on these questions.") For consumers, however resolved they may be to preserve their freedom of choice, advertising bans are a menace because they deny them the right to be informed of all the factors which might influence that choice. Smokers are thus underprivileged of information on available brands, new brands, prices, tobacco qualities and, perhaps most important of all, new product innovations and developments - and the main and most efficient means of imparting this information is advertising. The European Association of Advertising Agencies' memorandum on Cigarette Advertising in June 1978, made some telling points on the assistance to the smoker arising from the provision of such information in countries where cigarette advertising exists, as opposed to the lack of it particularly information on product development - in Eastern Europe where cigarette advertising totally banned. It said: "This resulted, for example, predominance of the filter-tipped type of cigarette in most countries where advertising is allowed. The market share of filter cigarettes in those countries is 85% to 90%. In Eastern Europe, however, it is well below 50%. Moreover, advertising has helped support consumer demand for lighter brands as shown, for instance, by the development of the German cigarette market. Within twenty years the contents of condensate and nicotine in the overall German cigarette market was reduced by more than 50%." Finally, the referendum held in Switzerland in recent years on the question of whether or not cigarette and alcohol advertising should be banned, evoked the following comment. It was from Dr. Raymond Broger, Member of the Swiss Parliament and President of the Swiss Advertising Federation, which summarizes admirably what has been said in this section on the two principles referred to in its title: "The*Swiss Parliament and the Government recommended the people of this country to reject', the postulated ban on advertising. Our people followed this
advice and I consider this to be a wise decision. Once again the Swiss people have declared themselves as being in favor of self-responsibility and freedom for the individual, and at the same time in favor of the right of the people to seek and obtain information through the advertising media. They have therefore according to their tradition, spoken out against state interference in those matters where such interference is neither effective nor appropriate." 4. Censorship, through advertising bans, restricts competition and inflicts economic damage. Advertising bans deprive society, individuals and companies, of benefits which they stand to enjoy under a relatively free and unrestricted economic system. A system of many tobacco brands competing vigorously through advertising does bring with it distinct benefits. These all stem from the fact that a manufacturer, who is free to advertise, will always be energized by the possibility of winning more market share by developing new, more acceptable product types, to suit current tastes, preferences and income levels, which he can bring through advertising to the attention of the consumer. Without advertising, however, there is little or no motivation for the manufacturer to invest in any product innovation. The opponents of smoking: who advocate advertising bans, seem easily to forget this when they favor the swing to filter cigarettes and advocate even greater reduction in deliveries of 'tar' and nicotine. They ignore the fact that brands of these types derived from product innovation in response to changing consumer preferences, and that advertising for these new products enabled consumers to become aware of them. From this awareness grew a trend towards these types to CD which manufacturers have responded around the world. But such a trend, seen by many consumers to be beneficial to them, has to date made little progress in the countries of the Communist Eastern Bloc, where all advertising is banned. In those countries the filter penetration in 1980 of the market was estimated to average 43%, compared with an equivalent figure of 86% in the "Free World". In the same countries low delivery cigarettes - 15 mg of 'tar' or below - have an insignificant share of the market, whereas already such products account for over 20% of consumption in the whole "Free World". To take two notable examples, in the U.S.A. the figure is 48% to 50% and in West Germany it is nearer 70%. A further benefit that advertising bans eliminate, is the cost-lowering effect of advertising. As a Netherlands study conducted by the Steering Group of the Dutch Advertising Association pointed out: "In all, advertising has a cost lowering effect, which, if competition is adequate. is passed on to the consumer as a price advantage. Advertising forces companies to make competitive offers which the consumer can verify. Advertising therefore acts both on lowering prices and increasing quality." In short, competition provides the incentive; advertising provides the means; consumers derive the benefits. Take out advertising, and both motivation and benefits disappear. 5. Cigarette advertising has not created and does not create a climate of acceptability for smoking Smoking is seen as acceptable for. two primary reasons. Firstly, is is part of the established social fabric and people have been smoking for centuries, since long before advertising began. Secondly, smoking products are widely and legally offered for sale. Limiting or banning advertising would not change either of those facts and only anti smoking zealots would suggest that smokers should be disliked or that smoking should be made illegal. Smoking is acceptable because it has been accepted by many individuals as an enjoyable activity
Tobacco advertising is a result of that acceptance, not a cause. 6. Advertising does not manipulate the consumer Critics of advertising, including the opponents of smoking, often view it as a manipulative force, used by advertisers to create consumer wants. This is incorrect, h6wever, as the' decision-making power lies not with the advertiser but with the consumer. Consumer purchasing choices are decisions purposefully made by the individual, rather than involuntary responses to a manipulative force. Those who believe advertising to be manipulative take a rather unflattering view of the consumer as being weak-willed and without a mind of his own. The well known United States Social Observer and newspaper columnist, George Will, suggests that those intellectuals who regard the masses as sheep and themselves as shepherds maintain this view Consumers are not sheep, as some researchers have reminded advertisers. For example in his book "The Intellectual and the Market Place" Professor George Stigler contended: "The advertising industry has no sovereign power to bend men's will - we are not children who blindly follow the last announcer's instructions to rush to the store for soap. Moreover, advertising itself is a completely neutral instrument, and lends itself to the dissemination of highly contradictory desires." According to the experts mentioned above and many other distinguished writers in this field, advertising is not a manipulative force. Conclusion How come in the US, where younger than 18 can not buy cigarettes and younger than 21 can not buy alcohol, they have higher numbers of youth smoking and drinking than in any other countries, where those laws rarely exist. It is in our nature to do small illegal things, and it even pushes us towards it as toward a forbidden fruit.

MLA Citation: "Cigarette Advertising." 123HelpMe.com. 27 Dec 2011 <http://www.123HelpMe.com/view.asp?id=39568>.
Advertising essay
155168 star_rating
Rate This Paper: 1 2
3 4 5
Length: 759 words (2.2 double-spaced pages) Rating: Red (FREE) ---------------------------------Advertising Advertising is a process and mechanism usually used by some people or some companies trying to sell us products, services and others using different ways of publishing to attract their own customer advertising is an important source of income In some developed countries such as United States, where the advertisers job is based on media (Newspapers, Television, magazines, radio) used to push people to drive thru their own The advertisers use media to get people to use their products, Points at issue are: _How ads are developed _How the world of advertising touch our life and our community. Long time ago, the advertising mechanism appeared in newspapers. The advertisers tried to find their customers. Advertising mechanism appeared for the first time in newspapers, letters and fax? Were the advertisers trying to catch people by telling them a lot about their products or services, what they are ways to use them and what benefits we get? This process staying in progress, most of advertisers become more powerful day after other using different ways such as TV, magazines, Internet? Advertising has been moved from one person doing it to big companies of advertising around the world and affecting a numerous number of them. Today businesses are usually based on advertising, especially in e-commerce, where these companies use technology provided by the Internet to sharing and letting customers know about their products. This is the way used by huge cartels attracting and having their own customers. The 20-century represents a very interesting issue where a part of sciences and stilling ahead a studies in the most important university around the world being a major implicating a different specializations such as, business management, advertising, business management..Became involved in economic world. Today, advertising is provided by e-commerce the most powerful way to attract customers. These developments push the ads companies to spend billions of dollars of in advertising campaigns, internet, TV, magazines , newspapers, ?trying to sell us their different kinds of products and services. Advertising moves today anywhere, anytime, in homes, in our life, in every things we use
It Touches our minds, our eyes, anything we think about it. All of these affect our lives, everyone becoming like a robot directed by advertisers and publishers. Companies expose a huge numbers of products & services using different ways of competition among them. Thus, these products appears in different slogans, different colors, different shapes? instead of: any kind of soap (DOVE) . The production of these soap come out in different label different colors ,different covers , & different smells. This series of soap touch different kinds of people who are different generations and genders. All of these are the same but people found it very difficult trying to be helped in what they want and what to try to find. These companies are very big cheaters trying to move people senses in different ways. Lets take perfumes, such as Calvin Klein, or other brands. Two to five? producers around the world provided all of these perfumes, but people found all the perfumes dissimilar. What?s happening: different label, names, colors, odors and prices. In reality are the same things in support of producers. Today, globalization makes advertising easier. All countries had been touched, civilization, traditions of different societies such as, most big companies provide fast foods and all civilizations have been touched by big companies such as McDonald?s These foods are different from traditional food right there. people took a long time for people to try these foods and accept them or other things such as Coca Cola. Today most countries accept American fast foods in their own plates and Usually became very interesting in their ordinary lives. Another important product is coffee. The most important brands are Nescafe and Maxwell House. People around the world buy the first one and others buy the second one why? Because each brand touches different consumers at time they accept a kind of that. In reality these two brands merge into the same producer company. Thus, they are the same kind of coffee exactly but a different slogan, different label, name, and different exterior cover have exposed each one. These represent the big and famous war of advertising campaigns affecting world life and society. Conclusion: Finally, advertising became a very interesting subject in our life changing our traditions Involving in our community trying to sell a huge numbers of products by touching in specialty teenagers and attract them. A massive competition has been in issue among these companies spending billions of dollars to realize their personal targets by changing people?s lives

MLA Citation: "Advertising essay." 123HelpMe.com. 27 Dec 2011 <http://www.123HelpMe.com/view.asp?id=155168>.
http://www.123helpme.com/advertising-essay-view.asp?id=155168
Subliminal Advertising
87520 star_rating
Length: 1709 words (4.9 double-spaced pages) Rating: Red (FREE) ---------------------------------Subliminal advertising: A collective term for public announcements designed to promote the sale of specific commodities or services while being integrated below the threshold of perception or awareness.
To sell products, merchants consciously use subliminal advertising as a basis for general consumerism. This seems like an unnecessary task, but when taken into consideration all the people, who have expressed their disbelief in its effectiveness, it is obvious to see how vital and necessary such a task commands. Through this, corporations must take on new strategies and methods of persuasion and justification. The importance is that advertisers rely on a trust relationship with consumers in order to successfully subliminally sell products. In other words, those who don't believe in subliminal advertising, are its likely victims. The effect of subliminal advertising on the individual and the culture has been influenced and promoted by many different elements. Let it be magazines, newspapers or radio; but the most prominent in this field is television. Television advertising influences the choices we make, perhaps more so than anyone cares to believe. It may not be so obvious, but even teachers face competition with advertising. Television stations, for example, have some four billion dollars a year from industry to spend on programming for the same students that teachers face. Nicholas Johnson, a former Federal Communications Commission Commissioner from 1966 to 1973 writes that television is diametrically opposed to almost everything a teacher tries to do: TV tells them that the only thing necessary to give them all the joys in life and the values that are important is the acquisition of yet another product. TV is telling them to sit still and don't think.
TV is telling them that they are to be treated as a mass. He writes that it is extremely important to understand this force in our society if a teacher is to deal with it. He writes the most important thing to know is that advertising is a business. Johnson continues: It is the business of selling. But what it is in the business of selling is you and your students. You are the product being sold. Who are you being sold to? You're being sold to an advertiser. It is the advertiser who is the consumer in this equation. The advertiser is buying you. The advertiser is buying you from the broadcaster. And why the advertiser is buying you is because he wants you to look at his message; his billboard, his magazine ad, and in this instance, his TV commercial. But in any study of advertising and advertising effects it is difficult to agree on what are clearly examples of advertising and what are clearly not. This is more difficult to do than it seems. Television is an excellent example of why this is so difficult in their attempt to influence purchasing decisions. He writes that the sole purpose of the television programs between the commercials is to act as an attention getting device. The scripts are written to build tension before the commercial to hold the viewer's attention during the commercial. He writes that once they have that attention, ... what is the advertiser trying to sell you? Products? No. He's trying to sell you a religion. What is it? It's the philosophy known as materialism. If you watch television closely, you'll see that there's no real difference between the programs and the commercials. Indeed, if you turn on a television set you often can't tell what it is that you've just turned on. Is it a commercial or a program? Suppose you tune into a Hawaiian beach scene. All right, there's a big hotel in the background and palm trees and there's this brand new car on the beach and this couple strolling across the beach. Now you don't know whether that's going to turn out to be a scene of one of these cops-and-robbers programs or whether it's a commercial. It is even more important to note, however, that you don't know what it's going to be a commercial for. That's because every commercial is a commercial for all products. Most of us are aware of the huge amount of sophisticated research generated by the advertising industry to refine its persuasion techniques. We even feel comfortable admidst our advertisement-plagued society. Although subliminal advertising may be effective, the most difficult factor is relaying the message to possible consumers. Such advertising techniques include flash messaging, buzz words, celebrity endorsements, emotion targeting, fear and the ohso common bandwagon method. Flash messaging is a common technique where a viewer is influenced by quick images and messages for a very short period of time. The subconscious registers this almost like it never occurred. All of this is pleasing to the eye; flashy colour, or a picture with a sexual innuendo. Another factor would be KISS (Keep It Sweet & Simple). All of these affect the success of the ad and the final result for the product at hand. A more cunning way to influence the buyer is to target your emotions. To question yourself is most successful for an advertiser. Although seeing sick hungry children living in a run down village in some 3rd world country may lead to your donating money, there are some ethics involved in purposely tampering with ones emotions. Through all of this, this method of persuasion is most effective.
A technique usually described as using buzz words is found more in prints than on television or radio. If we are scrolling through a newspaper and we see an exciting flashy word, our eyes tend to draw towards it. Companies are entirely aware of this, so that is why they flash words on their ads like, "FREE," "NEW," "HURRY." Something about these words makes the reader want to see what the fuss is all about, and to read the company's ad. Not always will there be "buzz words" embedded into the ad that look flashy. They may not have any significant meaning, but they are added in and seem successful in relaying the message. Words like, homemade, improved, 100%, tasty, and the list goes on Endorsements by celebrities have through the years lost their edge and have mostly looked down upon the endorser. Michael Jordan is selling you Gatorade, Jerry Seinfeld is backing up American Express, and Paul Reiser wants you to use AT&T. The purpose is to subliminally give the product traits that it never even deserves, like wealth, fame, and success. When Michael Jordan is seen drinking Gatorade and then going for a 360-slam dunk, the company wants you to think that you as well are capable of the same feats. Besides the less obvious, there is simply the fact that a company wants a famous celebrity to present a product, rather than some common person. "Everybody else is doing it, so why aren't you?" Using the bandwagon technique for many already established corporations has been quite successful. Companies that have already achieved marvelous success will start using advertisements, suggesting it is second nature to buy the product. As if it had such a high demand rate that without it, life would be dysfunctional. For instance, the new saying from McDonald's is, "Did somebody say McDonald's? There is so much behind that quote than what it actually says. It gives you the idea that they are the best, the tastiest, and the most popular, without really even telling you without being up front about it. McDonald's knows that they are successful, so they do not need some cheap gimmick to sell their food, all they have to do is be there, and the people will flock.
The Fear technique, where they inform the consumer that not purchasing a certain product will be disastrous on your own self. This technique targets the most primitive emotion; fear. Mostly used on people that are uncomfortable with their self, insecure and believe that they need some personal improving. The most known method would be the BEFORE/AFTER scene, where there is a comparison between an obviously terrible picture and a beautified picture. As Nicholas Johnson indicated, TV sells the great religion known as materialism (p.157). In the media, product acquisition and consumption equate to good health, success, exultation, enchantment, moral righteousness, ethical certainty, trust, faith, superiority, coolness, freedom, liberty, self-esteem, confidence, democracy, etc; quite simply, the most any human could ever hope to attain and more. And ownership is only part of the equationconsumption of the product counts more; and, the acquisition of the product counts even more manifestly. In fact, to attain an even greater sense of good health, success, high standards, moral righteousness, ethical certainty, coolness, self-esteem, confidence, fulfillment, meaning, and absolute purposefulness in life. A person needs only to borrow the money or charge the purchase
The subliminal advertising effect is probably the most difficult aspect of any study of advertising. The extent of this influence probably cannot be measured. Many components can be analyzed to discover possible effects on human attitudes and behavior, but none can be for certain. We need to divide the concept advertising into small parts or components in order to analyze that effect. Possible narrow components include: non-verbal communication by models in television commercials, speech tones and its effect in radio commercials, or subliminal words and/or symbols in magazine advertisements
Our way of life involves a lot more than anyone wants to believe. The need for developing individual awareness of the power of advertising is increasing, but it seems that what we consciously perceive of our world is constantly decreasing. The brain has to sort through the overwhelming amount of sensory input data and consciously acknowledge only what it deems important or necessary for our immediate survival. Oftentimes our defense mechanisms even keep us from consciously acknowledging data that is necessary for our survival such as piercing through to the message conveyed in subliminal advertising. Even as we are aware of the nature of perceiving, subliminal symbols and/or words in magazine advertisements are difficult to recognize when first attempted. Wilson Key has written, "As a culture, North America might well be described as one enormous, complex, magnificent, self-service, subliminal massage parlor." In short, the effect that advertising (whatever this concept might include) has on human buying attitudes and behavior is of almost incomprehensible complexity.

MLA Citation: "Subliminal Advertising." 123HelpMe.com. 27 Dec 2011 <http://www.123HelpMe.com/view.asp?id=87520>.
The Politics of Advertising

15464 star_rating
Length: 1158 words (3.3 double-spaced pages) Rating: Red (FREE) ----------------------------------
The Politics of Advertising
America has become the epitome of the free enterprise ideal. Mass production, mass media, mass promotion. Efficiency and economic choices have become so central to American culture that the very fabric of who we are is determined by it. This difference in culture from the rest of the world is readily visible in the way in which American corporations do business: with a focus on efficiency and quantity as opposed to refinement and quality. Advertising, the mass promotion of mass produced products, has become the primary mode of communication and
education in today's world. The result of a continued drive, at every level, for more material wealth, mass promotion has evolved into an art that invades every sector of American life and affects the way in which television and print media, as well as film and politics are run. These structures help to shape the way in which we all live our lives, and to shape the way in which American culture has and will evolve.
Advertising-the art of "selling it"-pervades America's various industries, and helps to shape the way in which basic institutions many assume to be unbiased operate. Many assume that the influence of advertising is obvious in television, and it is perhaps this assumption that makes the in fact very subtle but complete influence of advertising on television media so dramatic. Television commercials are indeed rather obvious on the surface, but their influence runs much deeper than the 30 second slot allotted them in between scheduled programs. In fact, one news manager for a television station said that regular television programs are just there to fill the blank space between the commercials. For example, televisions companies spend hundreds of millions of dollars broadcasting sports events. Their revenue returns to them in the form of ad space, without which the television company would not have the revenue with which to broadcast the sports event. Even more surprising, however, is that without this advertising revenue, the sports even itself would be unable to continue. More money is raised selling the broadcasting rights to a television company-which in turn sells TV time to advertisers-than sports fans could possibly contribute through ticket sales.
Television and print-media news are similarly affected. Advertising determines which stories a newspaper or local news channel is likely to use as lead stories. The reason for this is viewership/readership. Because advertisers are willing to pay more for ad space on a TV program or in a newspaper or magazine that has a larger number of viewers, there is the incentive for news media both on television and in print to lead with stories that are the most tantalizing and shocking, even if they do not truly represent the state of affairs overall. Thus the adage, "If it bleeds, it leads..."
Mass promotion and advertising also displays itself more blatantly in the form of film media. Advertising in this media would seem the most limited, given that people are only at a film a relatively few hours, however, though the advertising seems to be indirect, film advertising is one of the most effective forms available. By tying products into the appeal of characters from films, product advertisers are able to increase the duration of exposure to promotion many times the length of the film itself. The association of kids films with fast-food products is particularly effective in that it not only builds up exposure to a particular product endorsement, but also because children develop strong brand loyalties that enhance long-term profits.
Perhaps the most subtle form of mass promotion is in politics. While it is obvious to many that political advertisements endorsing one or another candidate during an election are biased and meant to influence one's opinions about the candidate in question, it is not clear to everyone that the advertising mentality has changed the way in which the entire political process is run. Television ads are merely the tip of the iceberg when it comes to the political process. Everything in a campaign from the candidate himself on down to policies and party platforms are all dependant on the "selling-it" mentality. Politicians and their campaign managers know that they must appeal to the general public as a product to a consumer, and so today candidates who speak eloquently, dress well, interact well with public figures, and adapt well to public life and attention are elected to office, sometimes over rivals who would have been more morally upright, more well-rounded, and better suited to the post.
This mass promotion of consumer goods-from politics on down to television commercials-has dramatically changed the way in which Americans live their daily lives and run this great experiment in democracy we call the United States of America. Americans have become consumers at every level: As the wealthiest five percent of the world's population, Americans consume more man-made and natural resources than any other nation, mostly because we are a "throw-away" society. Commercialism has changed from mere product awareness to mass promotion-show consumers a reason why what they had before, though it still serves its purpose, is not enough, and why they need the latest and greatest product. Consumerism affects how Americans live their lives in other ways than mere product-consumption, though. Materialism drives Americans to be consumers rather than producers when it comes to selfidentity and the kinds of make-up and clothing one wears, the kind of car one drives, and the kind food and drink one consumes carry great meaning.
Meaning, values, and priorities are conveyed through commercials as well, and American culture has been greatly affected by commercial values. People in America chose to embrace images and icons, trying to become more like those images by buying into the products they endorse. Americans compare themselves constantly to the images projected on television and in fact desire to become like those images. It is this mentality that lead Pope John Paul II to say that American culture is "a culture of death"-one which is based upon the material consumption of goods, instead of the inward development of character, for the determination of self.
The end result of a mass promotional society is one in which the political process, family life, and individual development are tied together under the influence of mass media. Basic social institutions such as news and communications (i.e. television and print media), entertainment, and politics are influenced and in fact driven by the promotion of products and services. The end result of a mass promotional society is one which lacks identity because it is always searching and comparing itself to the surface images and values presented by advertisements; one which is wasteful and weak, lacking moral strength and contentment; and one which is a culture of death,
not knowing itself or others and therefore being unable to participate in the shaping of the future, but merely choosing from options presented before its non-creative members.

MLA Citation: "The Politics of Advertising." 123HelpMe.com. 27 Dec 2011 <http://www.123HelpMe.com/view.asp?id=15464>.
Sex In Advertising
167261 star_rating
Length: 1807 words (5.2 double-spaced pages) Rating: Red (FREE) ---------------------------------Incomplete - Sex In Advertising Introduction Sex in advertising has been the theme of much 20th Century American Advertising. It seems like all we see these days are advertisements which use the human body and sexuality to sell all kinds of products from food and cars to colognes and exercise equipment. It is virtually impossible to tune into any type of media they days and not encounter some type of an ad which uses sexuality to sell it's product. Most of the time sexuality and the use of the product in a real world setting is irrelevant, but for centuries if sexual connotation is put upon the use of a certain product then the product has been a
success in the market place. In the following pages we will be analyzing an ad for Robert Lee Morris Watches, placed in Harper's Bazzar, which uses the concept of "sex" to sell it's watches. For a copy of the ad please refer to the end of this report. We will be applying the basic Principles of Advertising to help use critique this ad. Objectives and Mission The objectives of any company using the concept of using "Sex" in it's advertising campaigns are clear. The company wants to appeal to the conscious level of the target market to sell it's product. The company wants to appeal to the consumer who appreciates his/her sexuality and will spend a few extra dollars to look especially sexy. The mission of this type of advertising is to convince the target market that the product, in this case a watch, is essential to their need and want to be seductive and portray that image to his/her fellow peers. Consumer Analysis Before any company decides what kind of an ad will be used to represent their company and their product, they will need to consider their target consumer. The advertising agency will need to take personal influences and environmental forces into consideration. While choosing a type of ad, it is very important that the advertiser take marketing stimuli into consideration, these stimuli include: demographic factors, cultural/social influences, and reference groups. The advertiser needs to understand the perceptions, motives, needs, personalities, lifestyles, and attitudes of their target market. In this ad, it is obvious that the advertiser is trying to appeal to the fashion conscious woman in her 20's or 30's with a moderately high income level who could spend a few extra dollars for the sake of being fashionable. The ad is placed in a high class fashion magazine which shares the company's target market. Finally, consumer analysis can be thought of the most important of the Principles of Advertising. If an ad is positioned to appeal to the interests of anyone but the target market, then the ad would simply be a waste of precious time and resources. Advertising Effectiveness Advertising effectiveness is a measure to see how effective the advertisement is on consumer recognition and intentions on buying a certain product. There are two kinds of classifications of advertising effectiveness. The first is the communication effects and the second is sales effectiveness. The Robert Lee Morris Watches uses the second type, sales effectiveness. Sales effectiveness measures the impact of advertisement on sales. There are three types of sales effectiveness a company can use. They are inquiry testing,
direct response and market testing. Robert Lee Morris Watches uses the inquiry test method. We know that they use this method because they offer a toll free phone in the upper left hand corner of the advertisement. The ad does not offer a lot of content in regard to words. They want the consumer to call them and tell them what they think about the ad and to inquire about additional information. Creative Strategy & Creative Appeals The "big idea" for a creative strategy in regards to the concept of sexual appeal in advertisement is virtually to attract the attention and maintain the visual process of the incoming information. Sex in advertisement grabs the attention of a sexual attitude of behavior for the targeted audience. The "love/sex" creative appeal directly impacts the emotions leading to a change in attitude or behavior of the targeted audience. Sexual appeal may be displayed by using naked bodies, illustrative emphasis on attractive body parts, and romantic or intimate moments for selling a hopeful image to the target market. The image of sexual feelings, therefore, lead audiences to believe that the purchase of the product will lead to fulfillment of being part of that romantic moment. Four components make up the focus for the creative side of advertising. First of all, the "Big Idea" is the starting point and it is important because it is what the audience looks at. The idea must be created to grab the attention of the audience and differentiate the product from other related products in a magazine ad. The "Big Idea" can jump out of the ad, leading the audience to an illusion of "wow" (product image) for purchase and increase in sales. In the magazine ad chosen, the big idea presents the Robert Lee Morris Watch by using a lady's naked waist and having her wear the watch on her wrist as she tries to cover up her private body part. Robert Lee Morris ad does not present the display of the watch to the audience in a surrounding that a watch would normally be involved in. the idea of wearing a watch while unclothed is irrelevant to a watch wearing purpose. The ad dresses the watch displayed on her wrist by making it visually inviting for the audience to recognize product, create an image of the watch and brand name, and positioning the ad in an environment for the upper class consumer. The ad is placed in Harper's Bazzar to appeal to the more fashion wise and image conscious shoppers who are usually earning a substantial amount of income to dress for this image. The creative process designs the ad's originality for product differentiation. Using the concept of sex in advertisement is very common in the advertising industry for all media types. The magazine ad must create a powerful impact on the audience, which the Robert Lee Morris ad does. The ad's creative process uses demonstration to present the product and brand name, unique selling proposition which focus on the correlated attributes between the beauty of the watch and the beauty of the woman, resonance by printing an ad that makes you think about the ad, and image by the unity of layout and
positioning of the ad. Layout Strategy The particular layout strategy in this ad is to use a large photograph and a few words to grab the reader's attention. The photograph primarily accomplishes this with its sexual design. The words Robert Lee Morris Watches are strongly supported by the picture. The idea is that the lady has nothing on but she still is wearing the watch. Now, it may seem that only these elements are what make the ad appealing, but there are other qualities that participate in the overall appearance of the ad. These certain qualities are referred to as layout qualities. The layout qualities most pertinent to this ad are balance, contrast, proportion and gaze motion. The balance of an ad pertains to the placement of elements on a page. Formal balance is when the elements are evenly placed on a page and informal balance is when the elements are unevenly placed on a page. The elements in this ad are the photograph of the woman wearing the watch and the words used to designate a brand of watch. By observing the article one could tell that the strategy here is to use informal balance, because the elements are not completely centered on the page. For example, the woman in the photograph is standing at an angle which makes the left and right borders completely different. The left border is a curvaceous hip while the right border is more linear, with the woman's hand reaching straight down. Another example of informal balance in this ad is the placement of "Robert Lee Morris Watches." The phrase is not centered, instead it is placed on the right portion of the ad. There is on other phrase to counter it on the left side. The informal balance of this article may seem like it is a bad thing, because the elements are not evenly dispersed, however, informal balance is what makes the ad appealing. The contrast of the ad deals with it's shape and color. It there is any shape that could be used to describe this ad, it would be the shape of an "S." by looking at the left side of the ad, the woman's hip is a mirror image of the letter "S." The color also plays an important role because readers envision the ad to be a real naked person wearing a watch, by virtue of the actual color of a woman being used. The color is not exaggerated as to project a sense of fantasy. The actual color projects a real person and therefore makes the ad more concrete and believable. The proportion of this ad is key. The entire page is encompassed by the photograph of the woman. The picture lies in the background while the words are in the foreground. By using this approach the picture and the words can be viewed separately. It can be seen from big (woman's picture) to small (Robert Lee Morris Watches). Gaze motion is another quality of layout that plays an important role in this ad. Gaze motion has to do with how a person' eyes move through an ad. This particular would be referred to as an S-gaze, because a person's eye moves through the ad in the shape of an "S." This is very evident on the left side of the ad where the woman's hip is shaped like an S. With S-gaze a reader may
start at the torso, follow it down to the curvaceous hip, which leads directly to this most sexual part. Message Strategy The message strategy is the strategy used by advertisers to convey the idea of the advertisement. The message strategy consists of the selling premise and execution. The selling premise is the sales logic behind an advertising message. It can be a claim, benefit, promise, reason why or a unique selling proposition. The selling premise that our ad, Robert Lee Morris Watches uses is a unique selling proposition, which is sex appeal. It is not a unique selling position in the sense that on one has ever used sex appeal before. It is unique considering what they are selling, which is watches. The use of an almost completely nude woman to sell a watch is unique. The other element of message strategy is execution. Execution is the form taken by the finished ad. The execution of the ad was done very well and accomplished what they set out to do. When considering the message strategy one must decide if they want the ad to be on the conscious level, being able to perceive the message, or subconscious, being below the consciousness of the senses. Our ad uses the conscious level, more specifically, the sight. The advertisers want the consumer to see the partial

MLA Citation: "Sex In Advertising." 123HelpMe.com. 27 Dec 2011 <http://www.123HelpMe.com/view.asp?id=167261>.
http://www.123helpme.com/sex-in-advertising-view.asp?id=167261

Advertising in Business

Uploaded by

Document Information

Original Description:

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Advertising in Business

Uploaded by

Copyright:

Available Formats

Advertising is an investment in your business, similar to other investments to improve and expand your business.

How to Cite this Page

How to Cite this Page

How to Cite this Page

How to Cite this Page

How to Cite this Page

How to Cite this Page

How to Cite this Page

Rate This Paper: 1 2 3 4 5

How to Cite this Page

Advertising Dissertation Paper

Rate This Paper: 1 2 3

How to Cite this Page

Rate This Paper: 1 2 3 4 5

How to Cite this Page

Rate This Paper: 1 2

How to Cite this Page

Rate This Paper: 1 2 3 4 5

How to Cite this Page

The Politics of Advertising

Rate This Paper: 1 2 3 4 5

The Politics of Advertising

How to Cite this Page

Rate This Paper: 1 2 3 4 5

How to Cite this Page

You might also like