Advertising

The Egyptians used the papyrus for sales messages and posters. Commercial messages and political campaign displays have been found in the ruins of Pompeii and ancient Arabia. Lost and found advertising on papyrus was common in ancient Greece and ancient Rome. mural painting or rock commercial advertising is another manifestation of an ancient advertising form, which is present today in many parts of Asia, Africa and South America. The tradition of mural painting paintings date back to India cave dating back to 4000 BC C. [4]. History tells us that out of home advertising and billboards are the oldest forms of advertising.

As people and cities of the Middle Ages began to grow, and the general populace was unable to read the signs now say shoemaker, miller, blacksmith, tailor or would use an image associated his trade as a beginning, a dress, a hat, a watch, a diamond, a horse shoe, a candle or even a bag of flour. Fruits and vegetables were sold in the Square the city from the back of trucks and carts and their owners use called street (peddlers) to announce their whereabouts for the convenience of customers.

Post that education became an apparent need and reading as well as printing, advertising developed expanded to include handbills. The advertisements century 17 began to appear in weekly newspapers in England. These early print advertisements were used mainly to promote books and newspapers, which became increasingly affordable with advances in printing, and medications that are increasingly sought after disease ravaged Europe. However, false advertising and the so-called "quack" advertisements became a problem, which ushered in the regulation of advertising content.

As economy expanded during the 19th century, advertising grew alongside. In the United States, the success of this advertising format eventually led to growth advertising by mail.

In June 1836, the French daily La Presse was the first to include paid advertising in its pages, allowing you lower prices, broaden its readership and increase its profitability and the formula was quickly copied by all titles. Around 1840, Volney Palmer established a predecessor to advertising agencies in Boston. [5] For the same time, in France, Charles-Louis Havas expanded its services news agency, Havas to include brokerage advertising, which is the first French group to organize. At first, agencies were agents of advertising space in newspapers. NW Ayer & Son was the first Full service agency to assume responsibility for advertising content. NW Ayer opened in 1869, and was in Philadelphia [5].

1895 An announcement for a product of the weight gain.

At the turn of the century, there were few career choices for women in business, however, advertising was one of the few. Since women were responsible for most of the purchase made at home, advertisers and agencies recognized the value of women's intuition in the creative process. In fact, the first American advertising to use a sexual sell was created by a woman – a soap product. Although tame by today's standards, the ad featured a pair with the message "The skin you love to play" [6].

In the 1920s, radio stations were established first by equipment manufacturers radio and retailers that offer programs in order to sell more radios to consumers. Over time, many nonprofit organizations as well in creating their own radio stations, and included: schools, clubs and civic groups. [7] When the practice of sponsoring programs became popular, each program of radio at individual general was sponsored by a single company for a brief mention of the company name at the beginning and end of the sponsored shows. However, owners radio station soon realized they could make more money by selling sponsorship rights petty assignments to companies throughout their emissions multiple radio stations, rather than selling the sponsorship rights to single businesses per show.

A Print the announcement of the 1913 emission Encyclopedia Britannica

This practice was carried on television in the late 1940s and early 1950s. A fierce battle was fought between those trying to sell the radio and people who argue that radio spectrum should be considered as part of the commons – to be used only for non-commercial and for the public good. The United Kingdom is a model of public financing for the BBC, originally a private company, the British Broadcasting Company, incorporated as a public body by Royal Charter in 1927. In Canada, advocates like Graham Spry were also able to convince the federal government to adopt a funding model public, the creation of the Canadian Broadcasting Corporation. However, in the United States, the capitalist model imposed with the approval of the Communications Act of 1934, that created the Federal Communications Commission. [7] To placate the socialists, the U.S. Congress required commercial broadcasters to operate in the "public interest, convenience and necessity. "[8] The public service that exists today in the U.S. due to the 1967 Public Broadcasting Act that led to the Public Broadcasting Service and National Public Radio.

In the 1950s, the DuMont Television Network began the modern trend of selling advertisement time to multiple sponsors. Previously, DuMont had trouble finding sponsors for many of their programs and compensated by selling smaller blocks of advertising time to several businesses. This eventually became the industry standard for commercial television in the United States. However, it remained a common practice for single sponsor shows, such as The United States Steel Hour. In some instances the sponsors exercised great control over the content of the sample – up to and including having an advertising agency actually writing the show. The single sponsor model is much less prevalent now, a notable exception is the Hall of Fame Hallmark.

The 1960s saw advertising transform a modern approach in which creativity was allowed to shine, producing unexpected messages that made advertisements more tempting to the eyes of consumers. The Volkswagen ad of the campaign, with headlines such as "Think Small" and "Lemon" (which is used to describe the appearance of the car)-ushered in the era of advertising modern by promoting a "position" or "unique selling proposition" designed to associate each brand with a specific idea the reader or viewer's mind. This period of American advertising is called creative revolution and its archetype was William Bernbach who helped create the ads for Volkswagen revolutionary among others. Some of the most creative advertising dates and long-standing of America in this period.

The 1980s and early 1990s saw the introduction of cable television and particularly MTV. Pioneering the concept of the music video, MTV ushered in a new type of advertising: the melodies consumer in the advertisement, rather than a byproduct or afterthought. In cable television and satellite became each increasingly common, thematic channels emerged, including channels entirely devoted to advertising, such as QVC, Home Shopping Network, ShopTV and Canada.

Marketing on the Internet has opened new frontiers for advertisers and contributed to the "dotcom" boom of the 1990s. operating companies more than all the advertising revenue, offering everything from coupons to free Internet access. At the turn of the 21st century, a number of websites including search engine Google, launched an online exchange with an emphasis on contextual advertising relevant, unobtrusive ads intended to help, rather than inundate, users. This has led a plethora of similar initiatives and an increasing trend of interactive advertising.

The proportion of advertising spending relative to GDP has changed little across large changes in the media. For example, in the U.S. in 1925 the main advertising media were the newspapers, magazines, posters streetcars, and outdoor posters. Advertising spending as a percentage of GDP was about 2.9 percent. In 1998, television and radio had become the major advertising media. However, advertising spending as a percentage of GDP was slightly lower-about 2.4 percent. [9]

A recent innovation advertising is "guerrilla marketing", which involve unusual approaches such as step meetings in public places, giveaways of products such as cars that covered with brand messages, and interactive advertising where the viewer can respond to become part of the advertising message.Guerrilla advertising is becoming increasingly popular with a lot of companies. This type of advertising is unpredictable and innovative, which makes consumers buy the product or idea. This reflects a growing trend of interactive and "embedded" ads, such as via product placement, consumers are voting via text messages and use a number of innovations of social networking services like MySpace.

[Edit advertising] Public

The same procedure used advertising techniques to promote commercial products and services can be used to inform, educate and motivate the public about non-trade issues such as HIV / AIDS, political ideology, energy conservation and deforestation.

Advertising, in its non-commercial version, is a powerful educational tool capable of reaching and motivating to a wide audience. "Advertising justifies its existence when used in the public interest – is too powerful tool to use solely for commercial purposes. "- Attributed to Howard Gossage by David Ogilvy.

Public service announcements, advertising noncommercial, public interest advertising, cause marketing, and social marketing are different terms (or aspects of) the use of advertising and marketing sophisticated communications techniques (generally associated with commercial enterprise) on behalf of noncommercial, public interest issues and initiatives.

In the United States, the licensing of radio and television by the FCC is contingent upon a certain amount of radio public service announcements. To meet these requirements, many radio stations in the largest American air part of their public services requires ads at night or early morning when the smallest percentage of viewers are watching, leaving more time slots days and the first commercially available for high-paying advertisers.

Public service announcements reached its height during World Wars I and II, under the direction of several governments.

[Edit] Types of advertising

Paying people to hold signs one of the oldest forms of advertising, as with this Human directional pictured above a bus with an advertisement for GAP in Singapore. Buses and other vehicles are popular media for advertisers. A DBAG Class 101 with UNICEF ads at Ingolstadt main railway station

Virtually any environment can be used for advertising. The commercial media Advertising may include wall paintings, billboards, street furniture, printed brochures and rack cards, radio, cinema and television ads, banners, phone screens mobile, shopping carts, web popups, skywriting, bus benches, billboards human, magazines, newspapers, town criers, sides of buses, banners attached to or aircraft parts ("logojets"), advertisements in flight tray tables or overhead compartments backup storage, taxi doors, roof mounts and passenger screens, musical stage shows, subway platforms and trains, elastic bands on disposable diapers, door posts Bathroom, stickers on apples in supermarkets, shopping cart handles (grabertising), the first section of audio and video, posters, and the backs of event tickets and grocery receipts. Any place an "identified" sponsor pays to deliver their message through a medium is advertising.

[Edit] TV

Main Products: TV commercial and music in advertising

The TV commercial is generally considered mass-market format advertising market, as reflected in the prices of high-TV networks charge for commercial broadcast television during popular events. The annual football match in the Super Bowl United States is known as the festival's most successful advertising on television. The average cost of a thirty-second television spot in this game alone has reached 3 million U.S. $ (In 2009).

Most television commercials feature a song or jingle that listeners soon relate to the product.

Virtual advertising can be inserted into regular television programming through computer graphics. Usually inserted into otherwise curtains white [10] or used to replace local billboards that are not relevant to the audience of the media at a distance. [11] More controversially, billboards Virtual can be inserted at the bottom [12] where none exist in real life. Virtual product placement is also possible. [13] [14]

[Edit infomercials]

Main article: Infomercial

An infomercial is a television commercial long-form, usually five minutes or more. The word "infomercial" is an acronym for the words "information" and "commercial." The main objective in an infomercial is to create an impulse purchase, so that the consumer believes that a presentation and immediately buys the product through the advertised toll-free telephone number and website. Infomercials describe, often show and demonstrate products and their features, and usually have testimonials from consumers and industry professionals.

[Edit] radio advertising

Radio advertising is a form of advertising through the medium of radio.

radio ads radio waves are emitted into the air from a transmitter to a receiver antenna and a thus a device. Airtime is purchased from a station or network in exchange for broadcast commercials. While radio has the limitation obvious being restricted to sounds, proponents of radio advertising often cite this as an advantage.

[Edit] Media Advertising

Press advertising describes advertising in print media such as newspapers, magazines, or trade journal. This covers everything from the media with a readership base very wide, as one of the major national newspapers and magazines, the most narrowly targeted as local newspapers and magazines on issues highly specialized. A form of advertising in the press classified advertising, which allows individuals or private companies for the purchase of an advertisement, either specifically for low rate of advertising a product or service.

[Edit] Online advertising

Online advertising is a form of promotion that uses the Internet and the World Wide Web with the express purpose of delivering marketing messages to attract customers. Examples of online advertising include contextual ads on pages of search engine results, banner ads, the text ads, rich media ads, advertising for social networks, online classifieds, advertising networks and email marketing, including e-mail spam.

[Edit] Billboard advertising

Billboards are large structures located in public places display advertisements to the approval of pedestrians and motorists. Very often, are located on the main roads with a lot of pass motor and pedestrian traffic, however, can be placed anywhere with large numbers of spectators, as in public transport vehicles and in stations in shopping centers or office buildings, and stadiums.

[Edit advertising] mobile billboard

The newspaper advertised to RedEye your target market in the North Avenue Beach with a billboard boat on Lake Michigan.

mobile billboards are usually installed in a vehicle fences or digital displays. These can be dedicated to vehicles built to carry advertisements along the routes of pre-selected by customers, can also be trucks specially equipped or in some cases, large posters scattered from airplanes. The fences have been lit, and some are backlit, and others who use lights. Some displays poster are static while others change, for example, continuously or periodically rotating among a set of ads.

Mobile displays are used for various situations in metropolitan areas worldwide, including:

• Target advertising
• In one day, and long-term campaigns
• Conventions
• Sporting Events
• Store openings and similar promotional events
• Great advertising for companies small
• Others

[Edit] Publicity Stores

In-store advertising is an advertisement placed in a retail store. It involves placing a product in a store in conspicuous places, like at eye level, at the ends of aisles and counters near the box, shows striking a specific product promotion, and advertising in places such as shopping carts and video screens in stores.

[Edit] Surreptitious advertising

Main article: Product placement

surreptitious advertising, also known as guerilla advertising is when a product or brand is embedded in entertainment and media. For example, in a movie, the main character can use an element or another of a particular brand, like in the movie "Minority Report, where Tom Cruise's character John Anderton owns a phone with the Nokia logo clearly written on the top, or his watch engraved with the Bulgari logo. Another example of advertising in film is in I, Robot, where main character played by Will Smith mentions shoes Converse on several occasions, calling them "classics" because the film is set in the distant future. I, Robot and Spaceballs also showcase futuristic cars with the Audi and Mercedes-Benz logos clearly displayed on the front of vehicles. Cadillac chose to advertise in the movie The Matrix Reloaded, as a result contained many scenes in which Cadillac cars were used. Similarly, product placement Omega watches, Ford, VAIO, BMW and Aston Martin cars are featured in recent James Bond film, "Casino Royale "in particular. In" Fantastic Four: Rise of the Silver Surfer ", the main transport vehicle displays a large logo on the Dodge front. Blade Runner includes some of the most obvious product placement, the entire movie stops to display a poster of Coca-Cola.

[Edit Celebs]

Main article: Celebrity brand

This type of advertising focuses on using the power of celebrity, fame, money, popularity to gain recognition for their products and promote specific stores or products. Advertisers tend to advertise their products, for example, when celebrities share your favorite products or wear specific brands or designers. Celebrities are often involved in advertising campaigns such as television or print ads to publicize specific products or general.

The use of celebrities to support a brand can have its drawbacks, however. An error of a celebrity can be detrimental to public relations of a mark. For example, after execution of eight gold medals at the 2008 Olympics in Beijing, China, swimmer Michael agreement Phelps to Kellogg's was closed, like Kellogg's would not associate with him after he was photographed smoking marijuana.

[Edit] Media and advertising approaches

Increasingly, other media are overtaking many of the "traditional" media such as television, radio and newspaper due to a consumer shift towards the use of the Internet for news and music as well equipment and devices such as digital video recording (DVR) like TiVo.

Advertising on the World Wide Web is a recent phenomenon. Prices for advertising space Web-based depend on the "importance" of web content in the vicinity and traffic to the website.

Digital communication is about to become an important means of communication because of its ability to reach a wider audience for less money. Digital communication also offer the unique ability to see the target audience are reached in the middle. Technology advances also made it possible to control the digital signature message, with much precision, which allows messages to be relevant to the target audience in every time and place which in turn, gets more response from advertising. Digital communication is being successfully used in supermarkets. [15] Another successful use of digital signature entertainment in places such as restaurants [16]. and shopping centers [17].

E-mail advertising is another recent phenomenon. unsolicited bulk e-mail advertising is known as "e-mail spam." Spam has been a problem for email users for years.

Some companies have proposed to place messages or corporate logos on the side of booster rockets and the International Space Station. There is controversy about the effectiveness of subliminal advertising (see mind control), and the pervasiveness of mass messages (see propaganda).

Unpaid advertising (also called "advertising advertising), can provide good exposure at minimal cost. Recommendations personal ("bring a friend," "sell"), spreading rumors, or achieving the feat of equating a brand with a common name (in the U.S. "Xerox" = "photocopier", "Kleenex" = tissue, "Vaseline" = petroleum jelly, "Hoover" cleaner = Empty, "Nintendo" (often used by people prone to many video games) = video games, and "Band-Aid" = adhesive bandage) – These can be seen as the pinnacle of any advertising campaign. However, some companies oppose the use of its brand name to identify an object. Equating a brand with a common name also risks turning that brand into a genericized trademark – turning it into a generic term which means your legal protection as a trademark is lost.

As the mobile phone became a new media in 1998 when the first downloadable content paid appeared on mobile phones in Finland, was only a matter of time until mobile advertising followed, also for the first time in Finland 2000. For 2007 the value of mobile advertising had reached 2.2 billion U.S. dollars and providers and out of the billions of mobile ads AdMob.

More advanced mobile ads include banner ads, coupons, multimedia messaging and picture messaging service, video games and various announcements engagement marketing campaigns. A particular feature driving mobile ads is the 2D Barcode, which replaces the need to make any typing web addresses, and uses the camera feature of modern phones for immediate access to web content. 83 percent of Japanese users Mobile phones are now active users of 2D barcodes.

A new form of advertising is rapidly growing advertising network social. It is online advertising with a focus on social networking sites. This is a relatively immature market, but has shown great promise as advertisers are able to to take advantage of the demographic information of the user has provided the social networking site. Friendertising is a more accurate term advertising people they can direct toward others directly through social networking service.

From time to time, The CW Television Network broadcasts programming Short breaks called "content wraps," to advertise products of a company during an entire commercial break. The CW pioneered "content wraps" and Some featured products were Herbal Essences, Crest, Guitar Hero II, CoverGirl, and recently Toyota.

Recently, there appeared a new concept of promotion, "ARvertising" advertising on Augmented Reality technology.

[Edit] Criticism of advertising

While advertising can be seen as necessary for economic growth is not without social costs. Unsolicited commercial messages and other forms of spam have become so frequent that have become a major nuisance to users of these services, besides being a financial burden on Internet service providers. [18] The advertising is becoming After invading public spaces such as schools, which some critics argue is a form of child exploitation. [19] In addition, advertising is often used psychological pressure (eg, appealing to feelings of inadequacy) on the consumer goes, which can be harmful.

[Edit] Hyper-commercialism and commercial tidal wave

The criticism of advertising is closely linked to the criticism of the media and often interchangeable. You can refer to audio-visual aspects (eg, saturating the public spaces and radio), environmental aspects (eg, pollution, packaging large, the increase in consumption), political aspects (eg, dependence on the media, freedom of expression, censorship) financial aspects (costs), ethical / moral / social issues (for example, that sub-conscious influence, invasion of privacy, increase consumption and waste target groups, some products, honesty) and, of course, a mixture thereof. Some aspects can be further subdivided and some may cover more than a category.

As advertising is becoming more prevalent in modern Western societies, it is also increasingly criticized. A person can hardly move in the public sphere or the use of a means, not subject to advertising. Advertising occupies public space and increasingly invading the privacy of individuals, many which they consider a nuisance. "It is increasingly difficult to escape the publicity and the media. … Public space is increasingly on a billboard Giant products of all kinds. The political and aesthetic consequences can not yet foreseen. "[20] Hanno Rauterberg the German newspaper" Die Zeit 'calls advertising a new kind of dictatorship can not escape. [21]

Ad creep: "There are ads in schools, airport lounges, doctors offices, movie theaters, hospitals, gas stations, elevators, convenience stores, the Internet, on fruit, at ATMs in the garbage cans and countless elsewhere. There are ads on beach sand and walls of the bathrooms. [22] "One of the ironies of advertising in our times is that with increasing mercantilism, which makes it much more difficult for any individual advertiser to succeed, therefore, pushing the poster even more efforts important. "[23] In a decade in radio advertising amounted to about 18 or 19 minutes per hour in primetime television standard until 1982 there were over 9.5 minutes of advertising per hour, today is between 14 and 17 minutes. With the introduction of shorter than 15 seconds the ground the total amount of ads have increased more spectacular. The ads are placed not only in the pauses, but also eg baseball broadcasts during the game itself. It is flooding the Internet, a market growing by leaps and bounds.

Other growing markets are the''product placement''in entertainment programming and in the movies where it has become standard practice and advertising the products arrive virtual''''donde retroactively Entertainment rerun. billboards products are virtually inserted into the Major League Baseball broadcasts in the same way, virtual flags or insignia of the street projected onto an entrance hall or sidewalks, for example during the arrival of celebrities in the 2001 Grammy Awards. Advertising precedes the showing of films in cinemas including lavish films "produced by companies like Microsoft and DaimlerChrysler." The biggest advertising agencies have begun to work aggressively to co-produce programming in conjunction with larger companies media "[24] the creation of entertainment programming like infomercials.

Opponents equate the increasing amount of advertising in a "tidal wave" and restrictions "prey" of the flood. Kalle Lasn, one of the most outspoken critics of advertising on the international scene, believes that advertising "the most prevalent mental toxic pollutants. From the moment your alarm clock rings in the morning to the wee hours of television microjolts late night commercial pollution flooding in your brain at a rate of about 3,000 marketing messages per day. Every day an estimated twelve billion display ads, 3 million radio commercials and more than 200,000 ads TV is discharged into the collective unconscious of North America. [25] In the course of his life, the average American watches three years of advertising in television [26].

More recent developments are the games that incorporate products into its content, special channels commercial patients in hospitals and public figures sporting temporary tattoos. A method of advertising is unrecognizable as the guerrilla llamada''''marketing being spreading 'buzz' about a new product in the target. U.S. Cities Cash-strapped back not provide police cars for advertising. [27] A trend, especially in Germany, the companies buying the names of sports stadiums. Hamburg's soccer stadium became the first Volkspark on AOL SAS Arena and then the Nordbank Arena. The Stuttgart Neckarstadion became the Mercedes-Benz Arena, Dortmund Westfalenstadion now is the Signal Iduna Park. The former SkyDome in Toronto was renamed the Rogers Centre. Other recent developments are, for example, that all underground stations in Berlin have been redesigned rooms and exclusive product to rent a company. Düsseldorf even has "multi-sensory" adventure transit stops equipped with speakers and systems that spread the smell of detergent. Swatch projectors used to project messages on the TV tower Berlin Victory Column, which was fined because it was done without permission. The illegality was part of the scheme promotion and added [21].

We all know business management standard that advertising is a mainstay, if not "the pillar" of growth oriented free capitalist economy. "Advertising is part of the bone marrow of corporate capitalism." [28] "Contemporary capitalism could not function and global production networks could not exist as they do without advertising. [1]

For scientific communication and media Manfred Knoche economist at the University of Salzburg, Austria, advertising is not simply a "necessary evil" but "a necessary elixir for life 'for business of the media, the economy and capitalism as a whole. Advertising and mass media interest in creating economic ideology. Knoche describes advertising product and brand as "weapons producer in the competition for customers and commercial advertising, for example, the automotive industry as a means to represent collectively their interests against other groups, such as railway companies. In his articles and op-ed programs in the media, the promotion of consumption in general, provide a "cost free" services to producers and sponsors of a "means of payment widely used 'in advertising. [29] Christopher Lasch argues that advertising leads to an overall increase of consumption in society, "Advertising serves not so much to advertise products as to promote consumption as a way of life. "[30]

[Edit] Publicity and constitutional rights

Advertising is synonymous with freedom guaranteed by the Constitution of opinion and expression. [31] Therefore to criticize an advertisement or any attempt to restrict or prohibit the advertising is almost always considered a attack on fundamental rights [citation needed] (First Amendment in the U.S.) and meets the combined and concentrated the strength of the company and in particular the advertising community. "Today or in the near future, any number of cases are and will work its way through the courts system seek to prohibit any government regulation … commercial speech (eg, advertising or labeling of food) on the basis that such regulation violates citizens and corporate First Amendment right to freedom of expression or press freedom. "[32] An example of this debate is the advertising of snuff or alcohol but also direct mail or flyers (covered mailboxes), advertising on the phone, internet and advertising to children. Several legal restrictions for spam, advertising on mobile phones, compared with children, snuff, alcohol has been introduced by the U.S., EU and other countries. Not only the business community resists the advertising restrictions. Advertising as a means of free expression has been firmly established in society [citation West] Required. McChesney argues that the government deserves constant vigilance when it comes to such regulations, but certainly not "the only anti-democratic force in our society. … The corporations and the wealthy enjoy a power almost as great as that enjoyed by the lords and royalty of feudal times "and" markets are not value free or neutral, not only tend to work on behalf of people with more money, but also by their nature focus on profit above all else …. Therefore, today the debate is whether advertising or labeling of food, campaign contributions, and speaking … if the rights to be protected by the First Amendment only service can be effective at a fraction of the citizenry, and the exercise of these rights gives undue power policy and undermines the ability of the scales of citizenship to exercise the same rights and / or constitutional rights, it is not necessarily legitimate protected by the First Amendment. "Moreover," those who have the ability to participate in the free press is able to determine who can speak to the great mass of citizens who can not. "[33] Critics argue turn that advertising invades privacy is a constitutional right. Because on the one hand, advertising invades the privacy of physics, on the other hand, is used increasingly important, information-based communication with the private data assembled without the knowledge or consent of consumers or targeted groups.

Georg Franck Vienna University of Technology of advertising is part of what he calls "mental capital" [34] [35], taking one term (mental), which has been used groups related to the mental environment, such as Adbusters. Franck mixed economy "care" with Christopher Lasch's culture under capitalism narcissm mental [36] In his essay "Advertising at the edge of the Apocalypse," Sut Jhally writes. "20 century advertising is the most powerful and sustained propaganda in human history and its cumulative cultural effects, unless quickly checked, will be responsible for the destruction of the world as we know [37].

[Edit] The cost of care and the hidden costs

Advertising has become a multibillion dollar business in which many depend. In 2006 391 billion USD was spent worldwide on advertising. In Germany, for example, the advertising industry represents 1.5% of gross national income; figures for other developed countries are similar. [citation needed] Therefore, advertising and growth are direct and causal relationship. On the growth based economy can be blamed for the harmful form of human life (Society of abundance) Advertising must be considered in this aspect ratio with its negative impact, since their main objective is to increase consumption. "The industry is accused of being one of the driving power of a complex economic system mass production which promotes consumption. [38]

The care and attention have become a new product for a developed market. "The amount of attention that is absorbed by the media and distributed in the competition for the fees and the scope is not identical to the amount of attention, which is available in society. The total amount circulating in the society is composed of care exchanged between the people and the attention devoted to media reports. Only the latter is homogenized by the quantitative measurement and only the latter assumes the character of a coin anonymous. "[34] [35] According to Franck, filing any surface that can guarantee a degree of care that operates magnet for attention, for example, media that are actually meant for information and entertainment, culture and the arts, public space etc is this attraction that sells the advertising business. The German Advertising stated that in 2007 were 30.78 billion euros spent on advertising in Germany, [39] 26% in newspapers, on television 21%, 15% by mail and 15% in magazines. In 2002 there were 360,000 people employed in the advertising business. Revenues from Internet advertising has doubled to almost one billion euros from 2006-2007, giving the highest rates of growth.

Spiegel Online reported that in the U.S. in 2008 for the first time spent more money on advertising Internet (U.S. $ 105.3 billion) on TV (98.5 billion U.S. dollars). The largest amount spent in 2008 is still in the media print ($ 147 million U.S.). [40] For the same year, Welt-Online reported that the U.S. pharmaceutical industry spent almost twice the amount advertising (57.7 million) than it did in the research ($ 31.5 million). However, Marc-André Gagnon und Joel Lexchin University York, Toronto, estimated that actual expenditures for advertising are even greater because not all posts are recorded by the research institutions. [41] Not including indirect advertising campaigns, such as sales, rebates and price reductions. Few consumers are aware of the fact that they are paying for every cent spent public relations, advertising, discounts, packages, etc., as normally be included in the calculation of the price.

[Edit] Influence and air

McDonald's advertising in the Via di Propaganda, Rome, Italy

The most important element of advertising is not information but the use of suggestion, about making partnerships, emotions (appeal to emotion) and inactive units in the sub-consciousness of people, such as sexual desire, herd instinct, desires, such as happiness, health, fitness, appearance, self-esteem, reputation, membership, social status, identity, adventure, distraction, reward, fears (fear appeal), such as sickness, weakness, loneliness, need, uncertainty, security or prejudice, learned views and amenities. "All human needs, relationships, and fears – the depths of the human psyche – become mere means for expansion the universe of commodities under the strain of modern marketing. With the rise to prominence of modern marketing, commercialism – the translation of human relations in commercial relationships – even a phenomenon intrinsic to capitalism, has expanded exponentially. "[42] 'cause-related marketing' in which advertisers link their product with a noble social cause has boomed over the last decade.

Advertising exploits the role model celebrities or characters popular and makes deliberate use of humor as well as partnerships with the color, melodies, certain names and terms. In total, these are factors of how one is perceived and self-worth. In his description of "mental capitalism" Franck says, "the promise of making the irresistible consumption is the ideal way of objects and symbols in the subjective experience of a person. Obviously, in a society where attention income is ahead, consumption is drawn to self-esteem. As a result, consumption becomes "work" in the attraction of a person. From the subjective point of view, this "work" camps opening unexpected dimensions for advertising. Advertisement assumes the role of an adviser to life on appeal. (…) The cult around one's attraction is what Christopher Lasch described as "culture of narcissism. "[35] [36]

For critics of advertising Another serious problem is that 'long concept of separation between advertising and editorial / creative side of the media is collapsing rapidly "and advertising is increasingly difficult to differentiate between news, information or entertainment. the boundaries between advertising and programming are becoming blurred. In accordance with the commercial media companies this participation has no influence on the actual content of the media, but as McChesney puts it, "this statement can not pass the test, even laugh more basic is so absurd. "[43]

Advertising draws "heavily on psychological theories about how to create themes, allowing advertising and marketing to take a "more clearly psychological tinge '(Miller and Rose, 1997, quoted in Thrift, 1999, p. 67). Increasingly, the emphasis in advertising has grown from providing "facts" information to the symbolic connotations of commodities, because the fundamental premise of the cultural advertising is that the material in the sale is not in itself sufficient. Even goods that provides the daily necessities of daily life must be characterized by endowed with symbolic qualities and cultural meanings through the "magic system (Williams, 1980) of advertising. In this way, and by altering the context that prompts, things "you can do in the sense of" anything "'(McFall, 2002, p. 162) and the" same "things can be endowed with different meanings for different individuals and groups of individuals, offering mass produced visions of individualism. [1]

Before advertising is done, the market research institutions need to understand and describe the group to plan and implement exactly the publicity campaign and to achieve the best possible results. A complete series of science directly across the advertising and marketing, or used to enhance its effects. Focus groups, psychologists and anthropologists son'''''de cultural rigorous market research "[44]. A lot of data about people and their habits Cart is collected, accumulated, aggregated and analyzed with the help of credit cards, bonus cards, sweepstakes and surveys online. With this increased accuracy provides an overview of the behaviors, desires and weaknesses of certain sectors of a population in which notice may be used more selectively and effectively. The effectiveness advertising is improved by advertising research. Universities, of course with the support of companies and in cooperation with other disciplines (s. above) especially psychiatry, anthropology, neurology and behavioral sciences, are constantly seeking ways of becoming more refined, sophisticated, subtle and cunning to make advertising more effective. "Neuromarketing is a controversial new field of marketing which uses medical technologies such as MRI functional magnetic imaging (fMRI) – not to cure, but to sell products. Advertising and marketing firms have long used the ideas and research methods psychology in order to sell products, of course. But today these practices are reaching epidemic levels, and with a complicity part of the psychological profession that exceeds that of the past. The result is a huge advertising and marketing program that includes attack, undoubtedly the biggest project ever undertaken psychological individual. However, this great company is still ignored by the American Psychological Association. "[45] Robert McChesney calls" the largest effort concerted psychological manipulation in all of human history. "[46]

[Edit] The dependence of the media and corporate censorship

Almost all media are advertising media and many of them are exclusively media and advertising, with the exception of broadcasting public services are privately owned. Your income is generated primarily through advertising in newspapers and magazines where 50-80%. public service broadcasting in some countries may also rely heavily on advertising as a source of income (up to 40%) [47]. According to critics of the media that propagates without ads can be independent and greater proportion of advertising, the greater the dependency. This dependence has "different implications for the nature the content of the media …. In the business press, the media often refer to exactly the way they present in their moments of frankness as a branch of the advertising industry. "[48]

In addition, private media are increasingly subject to mergers and concentration property often entangling situations and opaque. This development, Henry A. Giroux calls an ongoing "threat to democratic culture", [49] itself it should be sufficient to sound all alarms in a democracy. Five or six advertising agencies dominate the industry 400 billion U.S. $ world.

"Journalists have long faced pressure to shape stories to advertisers and owners in a suit …. the vast majority of executives television news departments found their "cooperative" in shaping the news to assist with "non-traditional revenue development." [50] reporting negative and unwanted influence can be prevented or when advertisers threatened to cancel orders or just when there is no danger of such cancellation. Media and dependency as a threat becomes real when there is only one dominant, or very few large advertisers. The influence of advertisers not only in regard to news or information about their own products or services but expands to articles or programs that are not directly linked to them. In order to secure advertising revenue in the media has to create the best conditions' advertising environment. Another problem seen by critics Censorship is the refusal of the media not to accept ads that are not of interest. A notable example of this is the refusal of broadcasters to Adbusters transmit notices. Groups of trying to place ads and are rejected by the networks [51].

It is mainly the ratings to decide the program on radio and television. "Your business is to absorb as much attention as possible. The rate measures to see the attention of the media for the offices of the information provided. The service of this attraction is sold to the advertising business "[35] and the ratings determine the price that can be demand for advertising.

"Advertising companies determine the content of the sample has been part of everyday life in the U.S. since 1933. Procter & Gamble (P & G) …. offers a commercial radio station that makes history (now known as "exchange"): the company could produce a program itself "free" and save the radio station the high cost of content production. Therefore, the company wants to spread his business and, of course, their products placed on the show. Thus, the series' Ma Perkins was created, which P & G used skillfully to promote Oxydol, the leading brand in the soap detergents years and was born … "[52]

While critics basically worry about the subtle influence of the economy in the media, there are examples of exercise roma any influence. The U.S. Chrysler company, before it merged with Daimler Benz had its Office Pentacom, send a letter to numerous magazines, demanding to send, an overview of all issues before the next edition is published in "to avoid potential conflict." Chrysler, above all, wanted to know if you have items with "sexual, political or social" or that the content could be seen as provocative or offensive. Pentacom executive David Martin said: "Our reasoning is that anyone looking for products to $ 22,000 would like surrounded by positive things. There is nothing positive about an article on pornography child. "[52] In another example," USA Network held top-level, off the record, "meetings with advertisers in 2000 to tell them what the content network type of programming they wanted to United States for advertising. [53] TV programs are created to meet the advertising needs, for example, divide them into appropriate sections. His drama is typically designed to end on hold or leave a question unanswered to to keep the viewer attached.

The home theater system at a time outside the direct influence of the wider marketing system, is fully integrated into it through strategies licensing tie-ins and product placement. The prime function of many Hollywood movies today is to assist in the sale of the immense collection of commodities. [54] The press called the 2002 Bond film "Die Another Day" with 24 major promotional partners an "ad-'y company said that James Bond has now been" fully licensed "As has become in standard practice of placing products in movies, "has obvious implications for what kind of films attract product placement and what type of films will therefore be more likely to get done "[55].

The publicity and information are increasingly difficult to distinguish from each other. "The borders between advertising and the media …. They become more and more diffuse in August …. I Fischer, chairman of the board of Axel Springer publishing company considered an "association observed between the media and advertising business," which critics as nothing more than the infiltration rights and journalistic freedoms. "According to RTL-executive Helmut Thoma" private channels can not and will not serve any mission, but only the target of the company is "acceptance by the advertising business and the viewer. The establishment of priorities in this order in fact says everything about the" design of programs for television. "[52] Patrick Le Lay, former managing director of TF1, private French television channel, with a market share of 25 to 35% said: "There are many ways to talk about television. But from a business standpoint, let's be realistic: basically, TF1's job is, for example, Coca Cola to help sell your product. (…) For an advertising message is perceived viewer's brain must be at our disposal. The work of our programs is to When available, ie, to distract, relax and be ready between the two messages. It is time available in the human brain that we sell to Coca Cola. "[56]

Because of these dependencies a wide public and critical debate on advertising and its influence on information and freedom of expression is difficult to obtain at least through the channels of traditional media, otherwise this will cut the branch they are sitting. "The idea that the commercial basis of the mass communication, journalism and communication could have disturbing implications for democracy lies outside the range of legitimate debate "and" capitalism is out of bounds as a topic of legitimate debate in the U.S. culture political "[57].

In the early critics of the structure base of U.S. journalism Upton Sinclair was with her novel The Brass Check, which features the influence of owners, advertisers, public relations, and interests economics of the media. In his book "Our Master's Voice – Advertising" social ecologist James Rorty (1890-1973) wrote: " gargoyle's mouth is a loudspeaker, driven by the vested interests of an industry that moves two billion, and the back of the vested interests of business as a whole industry, finance. It is never silent, it drowns all other voices, and does not suffer reproach, because it is the voice of America? That is their claim and, to some measure is a just claim …"[ 58]

It has taught us how to live, what to fear, which to be proud of, how to be beautiful, how to be loved how to be envied, how to succeed .. No wonder the American population tends increasingly to speak, think and feel in terms of the Jabberwocky? That the service of art, science and religion, are progressively expelled to the periphery of American life to become marginal values, cultivated by marginal people in marginal time? "[59]

[Edit] The commercialization of culture and sport

Performances, exhibitions, shows, concerts, More conventions and other events can hardly take place without sponsorship. The growing arts and culture need to buy the service of the attraction. Artists are classified and paid according to the value of his art for commercial purposes. Corporations promote the well-known artists, so get the exclusive rights of publicity campaigns global. Broadway shows such as "outstanding commercial support La Bohème 'as a whole [60].

Advertising itself is widely regarded as a contribution to culture. Advertising is integrated fashion. In many pieces of clothing company logo or design is only one important part of it. There is very little space left out of the consumer economy, where culture and art can be developed independently and alternatively, where the values can be expressed. A last major area, universities, strong pressure to open for business and their interests [61].

inflatable billboard in front of a sports stadium

Competitive sports have become unthinkable without the sponsorship and there is a mutual dependence. Higher advertising revenue is only possible with a comparable number of viewers or readers. On the other hand, the poor performance of a team or an athlete on the results of the advertising revenue less. Jürgen Hans-Jörg Huth and talk Stiehl a 'Sports / Media Complex is a complicated mix of media, agencies, managers, promoters, sports, advertising etc, with partially common and partially divergent interests, but in any case with commercial common interests. The media is supposed to center stage as it can provide other parties involved, in a rare commodity, namely, (potential) public attention. In sports, "the media are able to generate huge sales, both circulation and advertising. "[62]

"Sports sponsorship is recognized by the advertising industry to be worth snuff. A newspaper Snuff Industry in 1994 Formula One car described as "The most powerful advertising space in the world." …. In a prospective cohort study in 22 secondary schools in England in 1994 and 1995 children whose favorite sport was racing television had a 12.8% risk of becoming regular smokers compared with 7.0% of the boys who did not follow motor racing. "[63]

It is not the sale of tickets, but transmission rights, sponsorship and merchandising, meanwhile, make up the majority of sports associations and sports club revenues with the IOC (International Olympic Committee) to the head. The influence of the media brought many changes in sports including the entry of new trend sports "in the Olympic Games, alteration of the distances of competition, the rule changes, animation of the spectators, sports facilities changes, the cult of sporting heroes down quickly in advertising and entertainment business for its media value [64] and last but not least, the name and the change of name sports stadiums after corporations. "In the sports setting on the logic of the media can contribute to erosion values such as equality of opportunity or equity, to excessive demands on athletes through public pressure and multiple exploitation or deception (Doping, manipulation of results …). It is in the interest of the media and sport to combat this danger because the sports media communication can only work as long as there is a sport [64].

[Edit] Occupation and the commercialization of public space

Visually perceptible Each place has a great potential for advertising. Especially in urban areas with its structures, but also in view of landscapes through rates are increasingly becoming media for advertising. Signs, posters, billboards, banners have become decisive factors in urban appearance and their number continues to rise. "Outdoor advertising has become inevitable. Traditional billboards and transit shelters have paved the way for more widespread methods, such as vehicles involved, the sides of buildings, electronic signs, kiosks, taxis, posters, side buses, and more. Digital technologies are used in buildings for sport "urban sample of the wall. In urban areas commercial content is placed in our eyes and in our consciousness at every moment we are in the public space. The German press, "Zeit" called it a new type of dictatorship that we can not escape. " [21] Over time, this domination of the surrounding area has become the "natural" state. Through long-term commercial saturation, it has become implicitly understood by the public that advertising has the right to own, occupy and control every inch of available space. The normalization constant advertising invasive dulls the public's perception of their environment, re-enforcement of a general attitude of powerlessness toward creativity and change, which develops a cycle enable Advertisers slow and steady increase in the saturation of advertising with little or no public outcry. "[65]

The massive change orientation Advertising optic function of public spaces that are used by the marks. urban landmarks become brands. The increased pressure exerted on the popularity and Too often, public spaces are also important for the identity of a city (eg, Piccadilly Circus, Times Square, Alexanderplatz). Spaces urban public goods and in this capacity subject to "protection of the aesthetic environment, mainly through building regulations protection of heritage and landscape protection. "It is in this capacity that these spaces are being privatized. They are dotted with signs and signals, It was remodeled in the media for publicity. "[34] [35]

[Edit] socio-cultural issues: sexism, discrimination and stereotypes

"Advertising has an agenda" adjustment function "which is the capacity, with large sums of money, to put the sole consumption item on the agenda. In the battle for a share of public awareness, which is equivalent to no treatment (ignorance) of everything that is not commercial and which are not advertised for. Advertising should be a reflection of societal norms and give a clear idea of the target market. Areas without commerce and advertising that serves the Muses and relaxation are meaningless. [neutrality disputed] With the increase in the strength of advertising fits in the private sector so that the voice level of trade becomes how dominant expression in society. "[66] Advertising advertising critics see as leading light in our culture. Sut Jhally and James Twitchell go beyond advertising as a kind of religion and advertising that even replaces religion as a key institution [67].

"The advertising business (Or the commercial media) is the largest single project ever undertaken by the psychological human race. But for all that, its impact on us remains unknown and largely ignored. When I think of media influence over, for decades, I think of brainwashing experiments conducted by Dr. Ewen Cameron, in a psychiatric hospital in Montreal in the 1950s (see MKULTRA). The idea of the CIA-sponsored "deprogramming" experiments was to equip conscious, unconscious or semiconscious issues with the headphones, and flooding their brains with thousands of repetitive "drive", messages that could alter their behavior with time …. Advertising aims to do the same. "[25]

Advertising is particularly aimed at young people and children and reduces increasingly young consumers. [49] For Sut Jhally is not "surprising that something so central and so spent, he should become an important presence in social life. Indeed, commercial interests intended to maximize the use of the immense collection of commodities have colonized more and more space in our culture. For example, almost the whole system of media (television and print) has been developed as a system delivery to the vendors, whose main function is to produce for sale to the public for advertisers. Both advertising by, and the question wording serving as a support for it, celebrate the consumer society. The home theater system at a time outside the direct influence of the wider marketing system, is fully integrated into it through strategies licensing tie-ins and product placement. The main function of many films Hollywood today is to assist in the sale of the immense collection of commodities. Given that public funds should go to non-commercial cultural sector, galleries art museums and symphonies offer corporate sponsorship. "[54] In the same way out is the system of education and advertising is more and more schools penetrating and universities. Cities like New York, accepting sponsors for public playgrounds. "Even the Pope has sold … The Pope's visit four days Mexico in 1999 … was sponsored by Frito-Lay and PepsiCo. [68] The industry is accused of being one of the driving power of a complex economic system of production that promotes mass consumption. As regards the social impact of advertising does not matter if fuel consumption, but that the values, behavior patterns and disposals what it means to be propagated. Advertising is accused of hijacking the language and popular culture media, protest movements and even subversive and not shy away from criticism to shock and break taboos (eg, Benetton). This in turn urges action against him, in 2001 llamado''Jamming Kalle Lasn la''Jammers Jam. Anything goes. "It is a central question the social sciences what people can do through the proper design of the conditions and of great practical importance. For example, a large number of experimental psychology experiments can be assumed, that people can do to do everything they can, when according to the condition social can be created. "[69]

Advertising often uses gender-specific stereotype roles of men and women are reinforced clichés existing and has been criticized as "inadvertently or intentionally to promote sexism, racism, age discrimination and … At least, advertising often reinforces stereotypes on the basis of recognizing the "types" to tell stories in a single image or 30 frames per second. [38] Activities are represented as typical male or female (stereotypes). In addition people are reduced to their sexuality or equated with commodities and gender specific qualities are exaggerated. Men sexualized female bodies, but increasingly also serve as striking. In advertising it is usually a woman who was being represented as

• servants of men and children who react to the demands and grievances of their loved ones with a bad conscience and the promise of immediate improvements (washing, food)
• emotional or sexual play toy for the affirmation of men
• a totally disoriented be (almost always men) who only can be given a child-resistant operation
• experienced woman, but the stereotype of the fields of fashion, cosmetics, food or medicine again
• as ultra thin and stylish, and very thin.
• doing ground work for others, such as pouring coffee, while a journalist interviews a politician [70]

Much of advertising deals with the promotion of products corresponding to the body image ideal. This is mainly directed towards women, and in the past, this type of advertising was directed almost exclusively to women. Women in advertising in general portrayed as beautiful women who are in good health. This, however, is not for the average woman. Therefore, give a negative message of body image of the average woman. Because of the media, girls and women who are overweight, and otherwise "normal" I feel almost obliged to take care of themselves and stay in shape. They are high pressure to maintain an acceptable body weight and take care of your health. The consequences of this are low self-esteem, eating disorders, self-mutilation, and operations of beauty for women and can not bring themselves to eat well or have the motivation to go to the gym. The EU Parliament passed a resolution in 2008 that the advertising should not be discriminatory and degrading. This shows that politicians are increasingly concerned about the negative impacts of advertising. However, the benefits promotion of health and fitness are often overlooked. Men are also negatively portrayed as incompetent and the butt of every joke in advertising.

[Edit] Children and adolescents as target groups

The market for children, where resistance to advertising is weaker is the pioneer "for the ad creep." [71] "Children are among the most sophisticated observers of the ads. They can sing the jingles and identifying logos, and often have strong feelings about the products. What we generally do not understand, however, are the underlying issues of how advertising works. The media are not only used to sell products, but also ideas: how to behave, what rules are important, we must respect and what we should value. "[72] The youth is increasingly reduced to the role of a consumer. Not only the manufacturers of toys, candy, ice cream, food for Breakfast and sporting goods prefer to aim their promotion to children and adolescents. For example, an advertisement for a breakfast cereal in a canal aimed at adults will the music is a soft ballad, while a channel aimed at children, the same ad using a catchy jingle rock the same way

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