1. Advertising is a strategic _________________ and a _____________________________________
Advertising is a strategic business tool and a cultural teacher
2. an appreciation of the value and necessity of a strong commitment to professional ______________ and ________________
2. an appreciation of the value and necessity of a strong commitment to professional ethics and diversity
3. Think of ourselves as ______________________ rather than ______________________
3. Think of ourselves as professionals rather than practitioners
Advertising as a cultural teacher - Vehicle of ________________________
Advertising as a cultural teacher - Vehicle of social communication|||||----->values, beliefs, attitudes, behaviors
Advertising as a cultural teacher- advertising has unintended ____________________________
Advertising as a cultural teacher- advertising has unintended *social consequences
3. When thinking of ourselves as professionals rather than practitioners...there is a _______________________"profession recognition is a societally granted privilege...
3. When thinking of ourselves as professionals rather than practitioners...there is a moral obligation- there is a greater recognition of/sensitivity to the social impact of advertising work - thus an on-going reflection about our work and the contemporary social, economic, regulatory and ethical issues surrounding advertising practice
What are the 3 other key themes? -----> complicate (enrich) our understanding of advertising
4. Familiarity with current issues, events, concerns through both practical and social lenses5. Ability to communicate knowledgeably and confidently about advertising's broader institutional roles 6. Importance of exercising agency
What is advertising? - Q stems from my perception advertising is perceived to be integral, but at the same time tangential a tendency to either give __________________________________________[or]view it as trivial,_______________________________
What is advertising? - Q stems from my perception advertising is perceived to be integral, but at the same time tangential tendency to either give advertising and inordinate amount of power[or]view it as trivial, "just advertising" having little or no power
5 Stages of Transmission Model of Communication
- Who says what, to whom, through what media, with what effect?
Transmission Model of CommunicationCommunication is __________________________ does to ________________________
Communication is something someone does to someone else
Cultural Studies Model of communication views communication as the _______________________________________
Cultural Studies Model of communication views communication as the shared construction of meaning
Viewing communication through this lens (model), there is no reason to question power relationships; the goal is to make media/advertising work better.
transmission model of communication
Transmission Model of Communication
- linear process of transmitting knowledge, information and ideas - social scientific/behaviorist method - short-term, measurable effects on individuals - goal = to make media/advertising work better. ------> Viewing communication through this lens, there is no reason to question power relationships;
Cultural Studies Model
-an on-going conversation (happening all the time) -shared construction of meaning ------> in which ideologies are negotiated, re-negotiated, transformed and maintained. - long term social-cultural impact
Hegemony
ruling or dominant in a political or social context.
Deuze media as ____________________ run underneath, through, in the background of social structures.
media as infrastructures run underneath, through, in the background of social structures.
Deuze: Media as infrastructures Outlining the profound role media play in everyday life in terms of their existence as____________________, __________________, and social _______________________________
Outlining the profound role media play in everyday life in terms of their existence as artifacts, activities, and social arrangements
Deuze: Media as infrastructures Media Artifacts
Media are everywhere
Deuze: Media as Infrastructures Media as Activities
Media are what we do "the more we use media, the less likely we are to be deliberate about it
Deuze: Media as Infrastructures Media as Arrangements
We live in media organizational forms that develop around those devices and practices
Given advertising's reliance on media to tell its stories, and people's everyday lives playing out within those same media, the moment these worlds collide provides and excellent starting point for futuristic exploration.framework allows for a peek behind the curtain of advertising as work, potentially fostering respect for what those in adver- tising do to make it work, while at the same time opening up the field for a critical appraisal of its roles and responsibilities in society.product
Deuze
brand
a name, term, symbol, design, or combination thereof that identifies a seller's products and differentiates them from competitors' products
Classical Liberalists
1. Carey - market information 2. Norris - market power4. Sandage - inform and persuade 7. Holbrook - ad. reflects values
Neo-Liberalists
1. Deuze - ethical call for social responsibility 2. Potter - social control w/o social responsibility3. Pollay - persuasive intent and design
Shudson
advertising as capital realism both a shaper and a mirror
Market Power
views ad as a persuasive communications tool that marketers use to make consumers less sensitive to price- decreases price sensitivity - increases firms market power - believes ad is capable of changing consumers tastes and building brand loyalty o brand loyal customers = not price sensitive=> Developing brand loyalty o Once firm is able to differentiate its products through ad expenditures, firm gains the ability to increase its prices,o subsequently increasing profit and reducing competition
Market Competition
regards ad as informative in nature - provides the consumer with info on brands, prices, and quality thus increasing buyer knowledge, reducing buyers search cost, and reducing total costs to society transacting business. - this information will...o increase price sensitivityo lower prices ando stimulates competition among firms --> reduce monopoly power- allows new products to easily enter marketplaceServes consumers by...o increase price sensitivityo increasing variety o lowering prices
Who is the Critical Economist? What is his positioning on Economics?
Norris ---> market competition believes received history is socially constructed and grossly oversimplified
What are the two economic models?
Market power - product differentiation through image-based associations- brand loyalty = consumer less price sensitive- loyalty, ad, acts as barriers to entry (hard to enter market) Market Competition - agrees with Adam Smith's invisible hand
What are the three perspectives on Branding
1. Critical Economist (Norris)2. Celebratory marketer 3. Social Critic (Klein