Advertising and Society Flashcards
ADV decisions
control budget/creative but no control over environment or economy, society, and politics
ADV dilemmas
economic, social, ethical, legal contexts
Ethic context
influence attitudes and behaviors, variety of publics, themselves
What do economist say historically
wasteful materialism and creates monopolies
what do economist say today
stimulate economy, provides direct funding, createds demand, promotes competition, lowers costs of providing information
Traditional economic theory: the “rational” consumer
motivated by rational self interest
Utility theory of consumer behavior
rationally acquire the greatest amount of statisfaction and avoid dissatisfaction - emotional motivation
law of supply and demand
purchase more when price goes lower and, less when it goes up
how economist debate ADV
what to buy - info, adv is cost effective, lower cost by production by increase on total demand price, price of products
Generic products
people who are insensitive to price
adv and economic climate
limits puchasing
cultural relativism
society judged by its own values
social context - criticisms of adv and pr
products promoted, the process and the content
7 sins of advertising
too intrusive, invades privacy, creates desire, monopolistic tool, feeds on stereotypes, merchants of evil, designed to deceive
too intrusive
mobile phones and internet pop ups, some ads are TMI
invades privacy
junk mail and in places it shouldn?t be
invents desire to buy in adults and children
makes products more important, just excites consumers - but CANT invent desire
a monopolistic tool
big advertisers stifle competition from smaller advertisers - competition intensifies
feeds on stereotypes
women as sex objects, misrepresent elderly, underrepresents minorities, plays on insecurities
merchant of evils
controversial products that are possibly self destructive/harmful
designed to deceive
exaggeration - puffery..we are the best, you can trust us
Cigarette Advertising
banned in broadcast and restricted in all media
Alcohol advertising
highly regulated, excessive drinking, abusive
