Week 2 Flashcards

1
Q

What does medium is the message mean?

A

Focusing on the form not the content. looks at how the medium shapes our social world and social interactions.
like how weve gone from newspapers to radio to tv to smartphones and how this has changed the way we interact.

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2
Q

what does it mean that we used to VALUE LANGUAGE

A

things like love letter writing used to be considered an art, but now if someone sends a long message its a red flag, when years ago it was a sign of love.

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3
Q

Medis is a tool for wha tin society?

A

Its a tool that shapes the way we interact.

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4
Q

When did advertising first become a thing?

A

Advertising began around 3000 BC during the Ancient Types

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5
Q

What did advertising look like during the Ancient Times.

A

What we see during this time is the development of symbols and town criers who yell out advertisments.
the first advertisement was a stepping stone on the road in the shape of a foot and a heart where the foot pointed in the direction of the Brothel.
A lot of symbols were used during this time because many people were iliterate.

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6
Q

What was advertising like in the Dark Ages and whats the biggest difference from this time period to the ancient times.

A

The biggest difference was the invention of the printing press.
More easily copy newspapers, books and give em out to the public
because of PP mass communication and mass media is made possible in society
The biggest thing PP did was spread religious doctine and thats what it was used for most predominantly
Very simple, no symbols, just in writing.

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7
Q

What did advertising look like in the modern age?

A

During the modern age their concern was selling a new world
“new worlds” were being discovered through colonialism. during this time they were trying to advertise about the new world trying to get people to leave everything they knew to move to the new americas.
they falsely promised a grand new world and a new way of life.
during this time Humans (african american slaves) would be sold in advertisements.

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8
Q

What did Advertising Look like during the Industrial Revolution and what do we see the emergence of?

A

During this time ads become more of a art form and start taking off.
people were moving from the country to live in cities and work in factories. no more serfdom, you are now resposnible for finding a place to live and pay rent.
there was a lot of growth, innovation, invention and creation during this time.
the main advertising forms were newspapers, magazine, brochures, pamphlets, posters, billboards.
and we see the emergence of Advertising Agecies

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9
Q

What were the 3 functions of Advertising Agencies?

A

In late 1800s they start to gain popularity.
1. The middle man: setting up campaigns and executing them. “media buying”
2. creativity: pushing the limits of creative arts and technologies, all other art forms benefitted from this creativity.
3. Research: advertising agencies as early market researhcers.
a. during this time sociology was also developing, we didnt know about popualations or demographics. and ads became part of this development of statistics, whos buying what and why?

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10
Q

What are the two types of research? And why do advertisers care?

A

Demographic and Psychological.
They want to look at how can you manipulate people using what they know about psych to buy their products.

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11
Q

What is Market Segmentation?

A

Target market as being segmented in groups along lines like gender, ethncity, race, or class level.
basically whos buying the product and how do we best market our products to reach those groups?

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12
Q

What began developing during the industrial age? and what was huge to sell during this time?

A

The ideas of a brand.
Medicines were huge during this time, a lot of advertising was happening right on the prodcut.

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13
Q

What is a hard sell vs soft sell advertisement?

A

Hard Sell: Deceptive, products will fix everything!
Soft Sell: Honest, This product will fix one thign or make it better.

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14
Q

What did advertisers find was the problem with hard sell.

A

They found that if they kept selling the idea of hardsell all youre going to have id disappointed customers.

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15
Q

What else other than the idea of a brand began to emerge during the Industrial Revolution?

A

The idea of a brand Spokespersom
They were reliant on stereotypes (think of aunt jemima)

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16
Q

How were white people represented in juxtapose to POCs

A

Whites were represented in a nice beautiful way and POC’s in a more derrogatorive way.

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17
Q

What used to be one of the most racist advertising venues?

A

Soap used to be, idea of washing off the black.
think of the use of artistic detail, white people very detailed made to look human while POCS sometimes didnt even have distinguishable facial features.

18
Q

What was advertising like in the Roaring 20s? and what type of advertising was introduced during this time?

A

Radio was introduced to the piblic
Advertisments for the first time were being played in peoples homes. this changed the way we interacted and became a medium we can listen to together and share.

19
Q

During the 20s what does the modernizaiton of the American home mean?

A

The idea of automation and modernization to make housewives lives easier. like focusing on how much easier fridges and ovens are going to make things for the housewife.

20
Q

When was credit introduced?

A

It was introduced during the 20s, you can borrow from the bank and spend more money.

21
Q

As a result of introducing credit in the 20s what next big era emerged?

A

The next big era was the depression of the 30s.
So much money was lent out that the economy crashed.

22
Q

As a result of the Economic Crash what did advertisers do?

A

They turned back to their strategy of Hardsell, their strategies for advertising was
focusing on low cost or saving money and selling producst that will soothe insercurities.

23
Q

What did advertising look like during WWII

A

We saw the first TV ad during this time
and a lot of PROPAGANDA.

24
Q

What is propagands?

A

The effort to manipulate other peoples beliefs attitudes or actions through symbols.
trying to do a campain to impact way people think or believe about certain situations.

25
Q

What did propagands look like during the world wars

A

Full of pro war propaganda, their goal was to make the propagands pretty, colourful, realistic images that people would want to look at

26
Q

What did Advertising look like in the Fab 50s

A

The whole idea was to Sell the American Dream
they wanted to sell the idea that we live in a great society, they were going back into the ideas of the 20s where they wanted to bathe inthe luxury of stuff they can buy

27
Q

During the Fab 50s what were the new ways to cash in through the customer? (3)

A
  1. Desing new and existing products
    a. Advertisments for fridges, selling them in all different colours when before you only had one option, products with new features, special designs for collers
  2. pricing and credit increases?
  3. Planned Obsolecence.
    a. idea when you buy something that after a couple of years it will break and you will need a new one, think of Iphones.
28
Q

Who got fed up with the american dream being sold and why?

A

People of colour got fed up with the lie because they didnt fit into the idea of the american dream.
the post war economic boom that happened during this time was only beneficial for white and middle class while people of colour were left behind.

29
Q

What is counter culture? during the Civil rights and the 60s

A

Rebellion against the societal norms and values of the white and middle class
people wanted to be able to express themselves
generational divides, use of psychedelic drugs.
because of counter culture advertisers started selling it in the 60s and 70s in order to adapt with society.
when society starts to change advertising follows right behind.

30
Q

What do we see in the 70s?

A

We see the feminist movement
the idea of alternative/punk women being sold
business women being shown
people of different colour starting to get representation.

31
Q

what did ads look like in the 90s and 90s

A

Tvs became more significant to advertisers
Expansion of channels, by the 80s there were hundrers of different tv channels
because of that they could furtheruse market segmentation
selling thigns based on the group you fall into
like MTV for young people.

32
Q

What was the shift with the portrayal of women during the 80s and 90s
and what was the paradox with it?

A

Women portrayed as business professionals
women being portrayed as doing a lot for their families and needing our help
the paradox was that “you need to buy a bunch of thigns to fix your problems, jk you dont need us you are a strong independent woman.

33
Q

Going into the 90s what was the shift?

A

The Shift was that sex sells.
Before any sort of nudity in ads was not accepted and taboo.
but during this time we see fashion begin to make hypersexual advertisements that led to objectification .

34
Q

What was advertising like in the 2000s

A

A lot of social, political , and environmental messaging.

35
Q

What is Advocacy Advertising?

A

Non profits using advertising to spread messages

36
Q

What is institutional Advertising? and whats an example

A

Connects a business, corporation or government to a social class, environmental or political cause
Like nike taking on social issues to connect and build trust with consumers and selling a fake image of their company.

37
Q

What is Hybritism?

A

Combining Advocacy and Institutional Advocacy.

38
Q

What is post modernism

A

Rejecting the grand and meta narratives of the past. it is seeing how the entire world can exist with great diversity of ideas, thoughts and behaviours

39
Q

What does modern advertising look lile

A

Paternal, judgmental, imposing

40
Q

What does post modern advertising look like?

A

Funny understanding friendly
fast pased
altruistic and promises utopia