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To make Egyptian papyrus to sales messages and wall posters. Advertising messages and political campaign ads have been in the ruins of ancient Pompeii and found Arabia. Lost and found advertising on papyrus was common in ancient Greece and ancient Rome. Wall or rock painting for commercial advertising is another manifestation an old form of advertising, which is still present in many parts of Asia, Africa and South America. The tradition of wall painting can be attributed to Indian Rock Carvings that date back to 4000 BC. [4] History tells us that includes out-of-home advertising and posters of the oldest forms of advertising.

As cities of the Middle Ages began to grow, and the general population was not able to read to indicate that today would say, shoemakers, millers, tailors, or Smith would be a picture with their trade as a boat, a suit, a hat, a clock, a diamond, a horse associated with use of shoe, a candle or a sack of flour. Fruit and vegetables were sold in the town square from the backs of carts and wagons and their proprietors used street caller (caller), known for their whereabouts the convenience of customers.

Education was to appear as required and develops reading, as well as printing, advertising, expanded to include handbills. In the 17th Century advertisements began to appear in weekly newspapers in England. These early print advertisements were used mainly to promote books and newspapers, which always more affordable to with the progress made in the press and medicines, which were increasingly sought after as disease ravaged Europe. Appeared, however, false advertising and so-called "quack" Indicate a problem, initiated in the regulation of advertising.

As the economy in the 19 Century advanced, grew up next to the advertisement. In the United States, the Success of this advertising format eventually led to the growth of mail order advertising.

In June 1836 French newspaper La Presse was the first The paid advertising included in the pages so that they lower the price to expand their readership and increase its profitability and the formula was soon copied by all titles. To 1840 Volney Palmer established a predecessor to advertising agencies in Boston. [5] Around the same time in France, Charles-Louis Havas extended the services of his news agency Havas Advertising to a brokerage are, so that it organize the French first group. First, the agencies were brokers for advertisement space in newspapers. NW Ayer & Sun was the first full-service advertising agency assume the responsibility of content. NW Ayer opened in 1869 and was in Philadelphia. [5]

A 1895 Advertisement on a product weight gain.

At the turn of the century there were few career choices for women in the economy, but the advertising was one of the few. Since women were for most of the shopping in their household, advertisers and agencies blamed the value realized the intuition of women during the creative process. In Sale deed, the first American use of sexual advertising was created by a woman – for a soap product. Although tame by today's standards, the advertisement featured a couple with the message "Do you love to touch the skin." [6]

In the early 1920s, the first radio stations were established by radio equipment manufacturers and retailers, the programs that are offered to more radios in sales to consumers. Over time, many non-profit organizations followed in setting their own radio – stations that include: schools, clubs and civic groups. [7] When the practice of sponsoring programs became popular, each individual radio program was usually sponsored by a single company in exchange for a brief mention of the company's "name at the beginning and end of the sponsored shows. However, radio stations Owners soon realized they could make more money by selling sponsorship in small time allocations to multiple businesses in their radio broadcasts, rather than the Sale of rights for the sponsorship of individual companies per show.

A print advertising in 1913 edition of the Encyclopaedia Britannica

This practice was carried over television in the late 1940s and early 1950s. A fierce battle was between the parties involved to market the radio and people who argued that the radio frequencies are a part of the commons should be considered – not only be used, commercial, and fought for the public good. The United Kingdom pursued a public funding model for the BBC, originally a private company, the British Broadcasting Company, but as a public institution incorporated by Royal Charter in 1927. In Canada, advocates like Graham Spry was also able to convince the federal government, public financing To incorporate the model, whereby the Canadian Broadcasting Corporation. However, in the United States sat down with the capitalist model, the adoption of the Communications Act of 1934, the Federal Communications Commission created. [7] To the socialists, to appease the U.S. Congress required commercial stations in the "public interest, Serve convenience and necessity. "[8] Public service broadcasting is now available in the United States for the 1967 Public Service Broadcasting Law The Public Broadcasting and National Public Radio conducted.

In the early 1950s, the DuMont Television Network, the modern trend began to sell Advertising time to multiple sponsors. Previously DuMont trouble finding sponsors for many of its programs and by selling smaller blocks of advertising time to several businesses had be compensated. Eventually became the standard for the commercial television industry in the United States. However, it was still a common practice in some Sponsor who shows such as The United States Steel Hour. In some instances the sponsors exercised great influence on the content of the show – up to and including the advertising agency in a letter The show actually. The single sponsor model is much less common now, a notable exception being the Hallmark Hall of Fame.

The 1960s saw advertising In a modern approach in which creativity was allowed to change brightness and therefore unexpected messages that made advertisements more tempting to the eyes of consumers. The Volkswagen campaign with such headlines as "Think Small" and "Lemon" (which were used to describe the appearance of the car)-ushered in the era of modern advertising associate by promoting a "position" or "unique selling proposition" for each brand with a particular idea in the reader or viewer designed to mind. This period of American advertising as a Creative Revolution and the example of William Bernbach who helped the revolutionary Volkswagen ads among others. Some of the most creative and long-standing American advertising dates from this period.

The late 1980s and early 1990s saw the introduction of the Cable television and particularly MTV. Pioneering the concept of the music video, MTV brought in a new type of advertising: the consumer tunes in the message, and it is not a byproduct or secondary. As cable and satellite TV are increasingly common, specialty channels emerged, including channels entirely for advertising purposes to serve as QVC, Home Shopping Network, ShopTV and Canada.

Marketing on the Internet opened new frontiers for advertisers and contributed to the "dot-com boom the 1990s. The whole enterprise will be operated solely on 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, started a change in the line – advertising by emphasizing contextually relevant, unobtrusive ads intended to help rather than overwhelm the user. This has led to a number of similar efforts and led to an increasing trend of interactive advertising.

The share of advertising spending in relation to GDP has changed little over large changes in the media. For example, in the U.S. in 1925, the major media were newspapers, magazines, Signs on streetcars, and outdoor posters. Advertising expenditure as a share of GDP to around 2.9 percent. By 1998, television and radio have become major advertising media. However, advertising expenditure slightly lower as a share of GDP, was about 2.4 percent. [9]

A recent advertising innovation is "guerrilla marketing" that involve unusual Approaches such as staged encounters in public places, giveaways of products such as cars, which are covered with brand messages, and interactive advertising where the viewer Responding to a part of advertising message.Guerrilla advertising is becoming increasingly popular in the business. This type of advertising is unpredictable and innovative, the causes consumers to buy the product or idea. This reflects an increasing trend of interactive and "embedded" ads, such as via product placement, consumer with voting via text messaging and various innovations using social networking services like MySpace.

[Edit] Public service advertising

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

Advertising, in its non-commercial guise, is a powerful pedagogical tool able to reach and motivate a large audience. "Advertising justifies its existence when they are used in the public interest – It is too powerful tool to use solely for commercial purposes. "- Howard Gossage attributed to David Ogilvy.

Public Service Advertising, non-commercial advertising, public interest advertising, cause marketing and social marketing are different terms for (or aspects) for the application complex advertising and marketing communications techniques (generally associated with commercial enterprise) on behalf of non-commercial, public interest issues and initiatives.

Dependent in the United States, the granting of television and radio licenses by the FCC is, the station broadcast a certain amount of public service Advertising. To meet these requirements, many broadcast stations in America air the bulk of their required Public Service Announcements in the late Evening or early morning if you can see the smallest share of the audience, leaving more day and prime time slots are available for commercial high-paying advertisers.

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

[Edit] Types of advertising

Paying people to hold signs is one of the oldest forms of advertising, as with this Human directional image 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 every medium used for advertising will. Commercial advertising media can include wall paintings, billboards, street furniture components, printed flyers and preparers, radio, cinema and television advertisements, Web banners, displays of mobile phones, shopping carts, web popups, skywriting, bus stop benches human posters, magazines, newspapers, criers, sides of buses, banners or pages built aircraft ( "LogoJet") has, in-flight seat-back ads on tray tables or overhead storage bins, cab, doors, roof and side screens is rising, Musical stage shows, subway stations and trains, elastic bands on disposable diapers, the doors of bathroom stalls, stickers on apples in supermarkets, shopping cart handles (grabertising), the first section with audio and video streaming, posters, and the backs of event tickets and supermarket receipts. Any place an "identified" sponsor pay to their message through a medium, advertising is delivered.

[Edit] Television

Mainly products: television advertising and music in the Advertisement

The TV commercial is generally considered the most effective mass-market advertising format, as it expresses are the high prices TV networks charge for commercial airtime during popular TV events. The annual Super Bowl football game in the United States as the most prominent advertising on television known. The average cost of zweiunddreißigter a single TV spot in this game has reached U.S. $ 3 million (in 2009).

The majority of television commercials feature a song or jingle that listeners soon relate to the product.

Virtual advertising may be used by computer graphics into regular television programs. There is usually no more added empty set scenes [10] to local or billboards, which are not relevant, replace the remote broadcast audience. [11] More controversially, allowing virtual Billboards are inserted into the background [12] where there are none in real life. Virtual product placement is also possible. [13] [14]

[Edit] Infomercials

Main article: Infomercial

An infomercial is a long-format TV spot, usually five minutes or longer. The word "infomercial" is a word from the words "information" & "commercial". The main objective in an infomercial is to create an impulse purchase, so that the consumer sees the presentation and then immediately buys the product through advertising toll-free number or Web site. Infomercials represent, describe and demonstrate many products and their properties, and together statements from consumers and industry professionals have.

[Edit] Radio Advertising

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

Radio ads will be as radio waves to the air emitted from a transmitter to an antenna, and thus to a receiving Device. Airtime is purchased from a station or network in exchange for airing the advertisement. While radio has reduced the apparent restriction to sound, often proponents of radio advertising that this is an advantage.

[Edit] advertisements in the press

Advertisements in the press describes Advertising in a print medium, like a newspaper, magazine or periodical. This includes everything from the media, with a very wide readership, as a major national newspaper or a magazine that closely targeted media such as local newspapers and journals on very specialized topics. One form of press advertising classified advertising to private individuals or companies can a small, tightly targeted ad for a low purchase price and fees for advertising a product or a service.

[Edit] Online Advertising

Online advertising is a form of promotion that uses the Internet and World Wide Web expression for the purpose of providing other marketing messages to customers attract. Examples of online advertising are contextually targeted ads based on the results pages of search engines, banner ads appear in text – ads, rich media ads, Social network advertising, online classified advertising, advertising networks and e-mail marketing, including e-mail spam.

[Edit] Billboard Advertising

Billboards are large structures in public places, the displays of passing pedestrians and motorists display is located. In most cases, they are on the main unit is streets with a large amount of transfer motor and pedestrian traffic, but they can in any place with large amounts of viewers, such as on mass transit vehicles and in stations, marketed in malls or office buildings will be in the stadiums.

[Edit] Mobile billboard advertising

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

Mobile posters are normally vehicle mounted screens or digital displays. This may be on their own vehicles exclusively for carrying advertisements along routes through preselected customers is integrated, it can also be specially equipped trucks or in some cases, large banners of levels covered. The billboards are often set on fire, some with backlight and other concerned headlights. Some billboard displays are static while others change, for example, continuously or at regular Rotating basis among a series of ads.

Mobile displays are used for various situations in metropolitan areas around the world, including:

• Advertising target
• Daily, and long-term campaigns
• Congresses
• Sports
• Store openings and similar Promotional Events
• Large displays of smaller companies
• Other

[Edit] In-store advertising

In-store advertising advertising of any kind is housed in a retail store. It includes the placement of a product in visible locations in a store, for example, at eye level, at the ends of Corridors and near cash registers, eye-catching displays promoting a particular product, and advertisements in places such as shopping carts and in-store video displays.

[Edit] Surreptitious

Main article: Product placement

Surreptitious advertising, which is also known as guerilla advertising when a product or brand embedded in the media and entertainment industry. For example, in a movie, the main character is an element or another of a particular trade mark, as in the film Minority Report in which Tom Cruise has the character, John Anderton, a cell phone with the Nokia logo clearly written in the upper corner, or the clock with the Bulgari Logo engraved. Another example of advertising in film is in I, Robot, where main character played by Will Smith mentions his Converse shoes several times and called them "classics," because the film is far in the future. I, Robot and Spaceballs also showcase futuristic cars clearly shown with the Audi and Mercedes-Benz logo on the front of the vehicles. Cadillac decided to advertise in the movie The Matrix Reloaded, which as a result contained many scenes in which Cadillac cars were used. Also product placement for Omega Watches, Ford, Vaio, BMW and Aston Martin cars featured in recent James Bond films, notably Casino Royale. In "Fantastic Four: Rise Of The Silver Surfer", shows the main means of transport a large Dodge logo on the front. Blade Runner contains some of the more obvious product placement, no longer show the whole movie, a Coca-Cola billboard.

[Edit] Celebrities

Mainly products: Celebrity Branding

This type of advertising with celebrities is focused on power, fame, money, popularity, gain recognition for its products and to promote specific businesses or products. Advertisers often promote their products, for example, if their celebrities Favorite equity products, or wear clothes by specific brand or designer. Celebrities are often involved in promotional campaigns such as television or print ads to specific or general To advertise products.

The use of celebrities to connect to a brand can have its drawbacks, however. A mistake by a celebrity can be detrimental to The publicity of a brand. For example, after his performance of eight gold medals at the 2008 Olympics in Beijing, China, swimmer Michael Phelps' contract Kellogg's has been completed, such as Kellogg's does not want to associate with him after he was photographed smoking marijuana.

[Edit] Media and Advertising Concepts

Increasingly, other media are overtaking many of the "traditional" media such as television, radio and newspaper because of a shift in the direction Consumers using the Internet for news and music as well as devices such as digital video recorders (DVRs) like TiVo.

Advertising on the World Wide Web is a new phenomenon. Prices of Web-based advertising space located on the "relevance" of the surrounding web content-dependent and the traffic, which is replaced on the site.

Digital signage is ready to reach an important mass media for their ability to a larger audience for less money. Digital signage also offer the unique Possibility of the target audience when they see achieved through the medium. Technology advances made it possible to control the message on digital signage with much precision, so that the messages should be considered relevant to the audience at a particular time and place, which in turn is more response from advertising. Digital signage is successful in supermarkets used. [15] Another successful use of digital signage is hospitality in places such as restaurants. [16] and shopping centers. [17]

E-mail advertising is a Another new phenomenon. Unsolicited bulk e-mail advertising is known as "e-mail spam." Spam is a problem for the e-mail users for himself many years.

Some companies have suggested that by sending messages or company logos on the side of booster rockets and the International Space Station. There is disagreement about the effectiveness of subliminal advertising (see mind control), and) the pervasiveness of mass messages (see propaganda.

Unpaid advertising (also known as "advertising advertising"), can provide good exposure at minimal cost. Personal recommendations ( "Bring a Friend", "sell"), spreading buzz, or achieving feat of equating a brand with a common noun (in the United States, "Xerox" = "photocopier", "Kleenex" = tissue, "Vaseline" = petroleum jelly, "Hoover" = vacuum cleaner, "Nintendo" (these are often exposed to many video games) = video games and "Band-Aid" =) Patch – these can be used as the culmination of a campaign to be seen. However, some companies oppose the use of its mark to identify an object. Equating a brand with a common noun also risks turning that brand into a genericized brand – make it a generic term which means that when the legal protection of brand is lost.

Since the phone was a new mass media in 1998 when the first paid downloadable content appeared on mobile phones in Finland, it was only a Matter of time until mobile advertising will be respected, the first in Finland in 2000 launched. By 2007 the value of mobile advertising was U.S. $ 2.2 billion, and vendors such as AdMob delivered billions of mobile ads reach.

More advanced mobile ads are banner ads, coupons, multimedia messaging service, picture and video messages, advergames Commitment and various marketing campaigns. A particular feature driving mobile ads is the 2D barcode that the need for any input of web addresses is not replaced, and used to win the camera feature of modern phones, immediate access to Web content. 83 percent of Japanese mobile users are already active users of 2D barcodes.

A new Form of advertising that is rapidly growing social network advertising. It's online advertising with a focus on social networking sites. This is a relatively immature market, but it has a promise as advertisers are able to take advantage of demographic information about the user is shown, the social networking website made available. Friendertising is Advertising accurate term, in which people are able to direct advertising to other directly via social network service.

From time to time, The CW Television airs Network programming short breaks called "Content Wraps," a product of the company during an entire commercial break on. The CW pioneered "content wraps" and Some products featured were Herbal Essences, Crest, Guitar Hero II, Cover Girl, and recently Toyota.

Recently, a new promotional concept, "appeared ARvertising" Advertising on augmented reality technology.

[Edit] Criticism of Advertising

While advertising may be necessary for economic development be seen, it is not without social costs. Unsolicited commercial e-mail and other forms of spam are so common as to have become a major burden for the users of this Services and a financial burden on internet service providers [18]. Advertising is increasingly in public places such as schools, which some critics argue, is a form of exploitation of children. [19] In addition, advertising often used psychological pressure (eg, relying on feelings of inadequacy) on the intended consumers, which can be harmful.

[Edit] Hyper-commerce and the commercial tide

Criticism of advertising is closely related to the Criticism of the media and often interchangeably linked. You can overload on their audio-visual aspects (eg of public spaces and ether), environmental aspects (eg pollution, excessive packaging, increasing the consumption), political aspects (eg, media addiction, freedom of expression, censorship), financial issues) (cost, ethical and moral influence and social aspects (eg, sub-conscious, invasion of privacy, increased consumption and waste, target groups, specific products, honesty) and, of course, a mixture thereof. Some aspects can be further divided, and some may cover more than one category.

As advertising has become increasingly in modern Western societies, it is also increasingly criticized. A person can hardly move in the public or use a medium without the advertising. Advertisement take public space and more and more invades the privacy of people, many of whom consider it a nuisance. "It is becoming increasingly difficult, from advertising and escape the media. … The public space is becoming a huge billboard for products of all kinds are the aesthetic and political consequences to be seen. "[20] Hanno Rauterberg in the German newspaper "Die Zeit 'calls on advertising a new kind of dictatorship, can not be missed [21].

Ad creep, "It ads in schools, airports, doctors' offices, cinemas, hospitals, gas stations, elevators, convenience stores are on the Internet, on fruit, on ATM machines, on garbage cans and countless other places. There are ads on the beach sand and toilet walls. "Is [22]" It is an irony of advertising in our time, which increases as commerce, it makes it even more difficult for a particular provider to be successful, therefore, urged the advertiser to even greater efforts. "[23] Within a Decade in radio advertising rose to almost 18 or 19 minutes per hour on prime time television was the norm until 1982, not more than 9.5 minutes of advertising per hour, today there are between 14 and 17 minutes. With the introduction of the shorter 15-second spot increased the total amount of the ads even more dramatic. The ads will be placed not only in breaks, but eg also in baseball broadcasts during the game itself. They flood the Internet, a market is growing by leaps and bounds.

Other growth markets include product placements'''' in entertainment programs and in movies, where it is now a common practice retrospectively and virtual advertising in which products get'''', displays placed in repetition. Size and billboards are practically in Major League Baseball broadcasts and pasted in the same way virtual streets are text links, or Banner projected to have an entry canopy or sidewalks, for example, the arrival of celebrities at the 2001 Grammy Awards. Advertising is the screening of films in cinemas, including the elaborate "film shorts" produced by companies like Microsoft and DaimlerChrysler. "The biggest advertising agencies have begun to aggressively co-produce programming in conjunction with the largest media companies "[24] the creation of infomercials like entertainment programs.

Opponents equate the growing crowd advertising with a "tidal wave" and restrictions associated with the "containment" of the flood. Kalle Lasn, one of the sharpest critics of advertising on the international stage, believes advertising "sounds the most widespread and toxic pollutants, the spiritual. From that moment on your radio alarm in the morning until In the early morning hours of late-night TV commercial microjolts pollution flood into your brain, amounting to some 3,000 advertising messages per day. Every day an estimated twelve o'clock Billion display ads, 3 million radio commercials, and more than 200,000 TV commercials are dumped into the collective unconscious. "[25 North America's] During the course of his life average American watches three years of advertising on television [26].

More recent developments are video games contained in the products of their content, special economic Channels patients in hospitals and public life, sporting temporary tattoos. A method of recognition, advertising is the so-called guerrilla marketing'''', the distribution is "buzz" about a new product to target audiences. Cash-strapped U.S. cities to offer not shrink again police car for advertising. [27] Trend, particularly in Germany, companies buy the names of sports stadiums. The Hamburg People's Park Soccer Stadium was the first time, the AOL Arena, the HSH Nordbank Arena. The Stuttgart Neckar Stadium was the Mercedes-Benz-Arena, Dortmund's Westfalen Stadium is now the Signal Iduna Park. The former SkyDome in Toronto was renamed Rogers Center. Other recent developments are, for example, that all metro stations in Berlin are reviewed in product development and rents rooms exclusively to one company. Dusseldorf is also "multi-sensory" Transit stop adventure and equipped with speakers, spreading the smell of detergent. Swatch projector to send messages on the Berlin TV Tower and the Victory Column, The project has demonstrated a fine because they conducted without a permit. The illegality was part of the scheme and promote added [21].

It is standard business management knowledge, that advertising is a pillar, if not "the" pillar of growth-oriented free capitalist economy. "Advertising is a part of the bone marrow of Corporate capitalism can not function. "[28]" The contemporary capitalism and could not exist, the global production networks, as without To do advertising. "[1]

For communication scholars and media economist Manfred Knoche at the University of Salzburg, Austria, advertising is not simply a "necessary evil" but a "necessary elixir of life" for the media companies, the economy and capitalism as a whole. To create advertising and mass media, ideology, economic interests. Knoche describes the advertising of products and brands as "weapons of the producer in the competition for customers and trade advertising, such as the automotive industry, as a means to share their interests against other groups, like the train companies represented. In his opinion editorial Contributions and support programs in the media consumption in general a "free" services to producers and sponsorship for a "much-used Payment "in advertising. [29] Christopher Lasch argued that advertising leads to an overall increase in consumption in the society" Advertising serves not so advertise much on promoting products in terms of consumption as a way of life. "[30]

[Edit] Advertising and constitutional rights

Advertising is equated with the constitutionally guaranteed freedom of expression and speech. [31] Therefore, advertising or criticize any attempt to restrict or prohibit advertising almost always as an attack on the fundamental rights [edit] (First Amendment in the U.S.) and meets the combined and concentrated resistance of the economy and especially the advertising community. "At the time, or in the near future, any number of cases and will make their way through the court would try to prohibit any state regulation of commercial … Speech (eg advertising or labeling of food) on the grounds that the regulation would violate citizens and businesses, First "amendment Rights to free speech and free press. "[32] An example of this debate is the advertising of tobacco or alcohol, but also advertising by mail or airman (blocked mail boxes), advertising on mobile phones, the Internet and advertising to children. Various legal restrictions on spam, advertising on mobile phones Addressing children, tobacco, alcohol imported from the U.S., EU and other countries. Not only the economy defends restrictions on advertising. Advertising as Means of free expression has been firmly established in Western society [Citation needed]. McChesney argues that the government is a constant Vigilance deserve when it comes to such arrangements, but it's certainly not "the only anti-democratic force in our society. … Enjoy working groups and the rich a power as well as the immense enjoyed by the lords and royalty of feudal times, "and" The markets are not value free or neutral, they tend not to only for the benefit of the people with the most money, but also emphasize their nature to profit above all else …. So today is the debate over whether advertising or labeling of food, or campaign contributions are … Speech, if his rights protected by the First Amendment too, can use only a fraction of the citizens be, and their exercise of these rights gives them undue political power and undermine the ability of the balance of the citizens the same rights and / or constitutional Exercise any right, then it is not necessarily right protected by the First Amendment. "Furthermore," those with the capacity in the free Engage the press, are determined in the situation, who can speak, the great mass of citizens, and who is not. "[33] Critics argue that penetrates the advertising of privacy is a fundamental right. For on the one hand, advertising physically invades privacy, on the other side uses it increasingly relevant information based communication together with private information without your knowledge or consent of consumers or target audiences.

For Georg Franck at the Technical University of Vienna, advertising is part of what he called "mental capitalism" [34] [35] under a concept (mental), concerns the group with the intellectual environment that has been used as Adbusters. Franck combines the economy of attention "to cultural critic Christopher Lasch in the mental narcissm of capitalism: [36] In his essay" Advertising on the edge of the apocalypse "Says Sut Jhally '20 Century advertising is the powerful and sustained system of propaganda in the history of mankind and its cumulative cultural effects, have because it was quickly verified, will be responsible for the destruction of the world as we know it. [37]

[Edit] The price for attention and hidden costs

Advertising has grown into a billion-dollar business, in which many depend. Issued in 2006 391 billion dollars worldwide advertising. Bears In Germany, for example, the advertising industry 1.5% of gross national income, the figures for other developed countries are similar. [Edit] Thus, promotion and growth is directly and causally linked. As far as a growing economy can be blamed (an affluent society) for the harmful human life Advertising is in this aspect in connection with its negative effects are considered, since their main purpose is to increase consumption. "The industry is one of the defendants Motors turn a convoluted economic mass production, which promotes consumption. "[38]

Respect and attention to have a new product for a market develops. "The amount of attention that is distributed through the media and included in the competition for rates and to conclude is not identical to that much attention, that the Company is available. The total amount of attention in the society to circulate among the people themselves and exchange of information on the media's attention. Only the latter is homogenized by means of quantitative measurement and only the latter assumes the character of an anonymous currency. "[34] [35] According to Franck, each surface of the presentation, to a certain degree of attention works as a magnet for the attention of Guarantee, such as media, which really for information and entertainment, arts and culture, public Space, etc. It is this attraction that is sold by the advertising industry, are meant. The German Advertising Association said that by the year 2007 30.78 billion for the advertising been issued in Germany, [39] 26% in the newspapers, on television 21%, 15% email and 15% in magazines. In 2002, there were 360.000 people in the advertising industry operates. Revenues for Internet advertising doubled to almost 1 billion euros from 2006 to 2007, where he experienced the highest growth.

Spiegel Online reports that in the U.S. issued in 2008 for the first time, more money for advertising on the Internet (105.3 billion U.S. dollars) than television (98.5 billion U.S. dollars) was. The largest amount in 2008 was not spent in the print media (147 billion U.S. dollars). [40] from the same year, World Online reports that the U.S. pharmaceutical industry is almost twice as much for Advertising output () 57.7 billion, as it is) to research (31.5 billion U.S. dollars. But Marc-André Gagnon and Joel Lexchin of York University, Toronto, estimate that the actual expenditure on advertising are even higher because not all entries are recorded by the research. [41] This does not include indirect advertising Campaigns such as sales, discounts and rebates. Few consumers are aware of the fact that they pay for every cent of public relations, advertising, discounts, Packaging, etc. used, since they usually get involved in the pricing.

[Edit] influence and conditioning

Advertisement for McDonald's on the Via di Propaganda, Rome, Italy

The most important element of advertising is unable to provide details but proposed more or less use of associations, of emotions (appeal to emotion), and then in the sub-dormant conscience of the people, like sex, for example, the herd instinct, of desires, and as luck, health, fitness, Appearance, self-esteem, reputation, membership, social status, identity, romance, distraction, reward, fears (fear appeal to), such as illness, weakness, Loneliness, misery, insecurity, security or prejudice, learned opinions, and comfort. "All human needs, relationships and fears – the deepest depths the human psyche – are only a means for the expansion of the commodity universe under the force of modern marketing. With the rise to prominence of modern marketing, commerce – the translation human relations, commercial relations – if also a phenomenon essential for capitalism to expand exponentially. "[42] 'cause marketing' the advertisers link their products to some worthy social cause has evolved over the past decade, a boom.

Advertising utilizes the exemplary role of celebrities and popular Figures and makes judicious use of humor as well as associations with colors, melodies, certain names and terms. Taken together, these factors in how to recognize themselves are and their own self-worth. In his description of "intellectual capitalism", says Franck, "the promise of consumption makes someone irresistible is the ideal Way, objects and symbols used in the subjective experience of a person. Obviously, in a society moving in the revenue of the attention in the foreground, is the use of a sense of self drawn. As a result of consumption "shall work" to attract a person. From the subjective point of view of this "work" opens up areas of unexpected dimensions for Advertising. Advertising plays the role of a lifetime council in matters of attraction. (…) The cult of his own attraction is what Christopher Lasch as a "culture of narcissism." "[35] [36]

For advertising critic is another serious problem that "the long-term separation between advertising and editorial / Creative sides of media is rapidly disintegrating, "and advertising is becoming increasingly difficult, except for news, information and entertainment to tell. The boundaries between Advertising and programming have become blurred. According to media reports, all companies in this commercial involvement has no impact on current media content, but as McChesney puts it, "There are not giggling this claim even the most basic test, it is absurd." [43]

Advertising makes "strongly influenced by psychological theories take on creating themes, so that advertising and marketing on a "clear psychological Painting" (Miller and Rose, 1997, cited in Thrift, 1999, p. 67). In Increasingly, the focus in advertising is on the provision of "material" information to the symbolic significance of commodities as the key cultural premise of advertising is that the material object that is never in itself enough to sell. Even the supply of raw materials for the most mundane necessities of daily Food must comply with symbolic qualities and culturally endowed meanings to be fulfilled on the 'magic system (Williams, 1980) of advertising. In this way, and by Change the context, appears in the advertisement, may be doing things "as" almost everything "(McFall, 2002, p. 162) and the "same" things can be determined with different meanings for different individuals and groups will be provided by people and thereby offer the standard produced visions of individualism. "[1]

Is made before the advertising, market research companies need to know and accurately describe the target group, To achieve planning and implementation of advertising campaign and the best possible results. A whole range of sciences directly related to advertising and marketing, or is used to its effects to improve. Focus groups, psychologists and anthropologists are'' 'de rigueur''' in market research. "[44] Vast amounts of Data on individuals and their buying habits are gathered, collected, aggregated and analyzed using credit cards, loyalty cards, lotteries and Internet measurement. With increasing This provides an accurate picture of the behavior, desires and weaknesses of certain parts of the population, can use the advertising more targeted and effective use. Efficiency advertising will be improved by advertising research. Universities, of course, supported by industry and in collaboration with other disciplines (see above), psychiatry in particular, Anthropology, neurology and behavioral sciences, constantly refined on the search for ever more sophisticated, subtle and cunning ways to make advertising more effective. "Neuromarketing is a controversial new field of marketing, medical technology, such as functional magnetic resonance imaging used to cure (fMRI) – not to, but to sell products. Advertising and marketing companies have long claimed that the research findings and methods of psychology to sell products, of course. But today these practices are to reach epidemic Levels and with the consent of the part of the psychological profession that is higher than the past. The result is a huge advertising and marketing, including assault, that probably the greatest psychological project ever undertaken. Remains of this great company largely ignored by the American Psychological Association. "[45] Robert McChesney calls it "the greatest concerted attempt at psychological manipulation of the history of mankind." [46]

[Edit] dependence the media and corporate censorship

Almost all media advertising, and many of them are only media and advertising, with the exception of public service Broadcasting is privately owned. Your income is generated primarily through advertising, in the case of newspapers and magazines from 50 to 80%. Public service broadcasting in some countries may also rely heavily on advertising as a source of income (up to 40%) [47]. According to the critics no media that can be independent and spread ads the higher the proportion of advertising, the higher the dependence. This dependence has "significant implications for the type of media content …. In the business press, the media are often called in exactly the way they present themselves in their honest moments: as a branch of the advertising industry. "[48]

In addition, The private media are increasingly becoming the subject of mergers and concentration of the ownership situations often entangled and obscure. This development, which calls Henry A. Giroux one "ongoing threat to the democratic culture should be" [49] is sufficient to all alarms sound in a democracy. Five or six advertising agencies dominate this 400 billion U.S. dollars global industry.

"Journalists have long exposed to pressure to adapt stories to advertisers and owners form the vast majority …. The TV station executives found their news departments "cooperate" in shaping the news does not help in "traditional revenue the development. "[50] Negative and adverse reporting can be prevented or affected when advertisers threatened to cancel orders, or simply if there is a risk of such termination. Media dependency and such a threat is very real, if only one dominant or only a few large customers. The influence of advertisers is not only in terms of news and information about their own products or services, but expanded to include articles or shows are not directly connected with them. Their Securing advertising revenue of the media has to create the best "advertising environment". Another issue was censorship of critics is the refusal of the media on ads do not accept in their interest. A striking example is the refusal of TV stations to broadcast ads from Adbusters. Groups are trying to place ads and rejected by networks. [51]

It is recorded in the first place, the audience, which decide on the program in the private radio and television business. "You Business it is to absorb as much attention as possible. The indicator measures the attention of the media trades for the information provided. The service of this Attraction the advertising is "selling [35] and the ad rates determine the price that may be required for the advertisement.

"Advertising companies establishing content shows is part of daily life in the United States since 1933. Procter & Gamble (P & G) …. provided a radio station, the story makes the trade (now know, ) as the "exchange": The company would produce its own program for "free" and save the radio station of the high cost of producing content. Therefore, the company would want to spread its advertising and, of course, placed its products in the consignment. Thus, the series "Ma Perkins" has been created The P & G used Oxydol sent to foster, birth, the leading brand in the wash – years and the soap opera was … "[52]

While critics basically take care of the subtle influence of industry on the media, there are also examples of blunt interference. The U.S. company Chrysler before the merger with Daimler-Benz had his agency Pentacom, send a letter to several newspapers, they have asked to send an overview of all the issues before the next edition will be published to avoid "potential conflict". Chrysler mainly wanted to know whether it would be articles with "sexual, political or social" Content and could be considered "provocative or offensive." Pentacom executive David Martin said: "We argue that everyone looks $ 22,000 to a product they want, surrounded by positive things. There is nothing positive about an article on child pornography. "[52] In another example, let the "USA Network instead of top-level off-the-record" meetings with advertisers in 2000, telling them the network, what type of program content they wanted, order for the U.S. to get their advertising. "[53] TV broadcasts are to accommodate the needs of advertising, such as sharing them in appropriate sections. Their Dramaturgy is generally leave for voltage end, or an unanswered question in order to keep the viewer attached.

The movie system, at a time outside the direct influence of other marketing system is now fully included in it by the strategies of licensing, tie-ins and integrated product placement. The primary responsibility Function of many Hollywood movies today is in the marketing of the huge collection of raw material assistance. [54] The press called the 2002 Bond film "Die Another Day" with 24 major Advertisers – Partners an "ad-venture'und noted that James Bond is now Licensed To Sell" "Just as it has become standard practice to Products place in motion pictures, it has "of course implications for the types of films will win product placement and what types of films are therefore more likely to make to leave. "[55]

Advertising and information are increasingly difficult to distinguish from each other. "The boundaries between advertising and the media …. Take more and more blurred …. What August Fischer, CEO of Axel Springer considers itself as a "good partnership between the media and advertisers view" Critics than nothing, but the intrusion of journalistic duties and freedoms. "According to RTL CEO Helmut Thoma" private channels and can not as a mission but only the goal of the company that the "acquisition by the advertising industry and the viewer. The setting of priorities in that order, actually says all about the "design of the programs of private television." [52] Patrick Le Lay, former CEO of TF1, a private French television channel with a market share of 25 to 35%, said: "There are many ways to talk television. But from the perspective of the economy, let's be realistic: Basically, the task sale of TF1, for example, Coca-Cola to help their product. (…) Shall be provided for an advertising message, the brain of the viewer must be available to us. The task our programs to make available, in other words, to distract them, relax and prepare it between two messages. It is available human brain time we sell to Coca-Cola. "[56]

Because of these dependencies, a public wide-spread and profound debate about advertising and its influence to information and freedom of expression is difficult to obtain, saw off at least through the usual media channels, this would otherwise be the branch they are sitting. "The Notion that the commercial basis, journalism and communications could take care have implications for democracy, is excluded from the realm of legitimate debate "just as" Capitalism is off-limits as a topic of legitimate debate in American political culture "[57].

One of the first critics of the structural American journalism was based on Upton Sinclair and his novel, The Brass Check, in which he emphasizes the influence of owners, advertisers, public relations, and economic interests through the media. In his book, "Our Master's Voice – advertising" social ecologist James Rorty (wrote 1890-1973): "The mouth is a gargoyle Speaker, the interest in powered a two-billion-dollar industry, and back, that the interests of the company as a whole, the industry and the financial sector. It is never stops, she will drown all other voices, and it brooks no criticism, because it is not the voice of America? That is his claim, and partly it is a just demand …"[ 58]

She has taught us how to live, what to fear, which to be proud of how beautiful, how to be loved, envied how to how to be successful .. Is it any wonder that the American people increasingly tend to talk, think, feel in relation to this nonsense? That the charms of art, science, Religion will become progressively excluded to the periphery of American life marginal values that cultivated by marginal people on marginal time? "[59]

[Edit] The commercialization of culture and sport

Performances, exhibitions, shows, concerts, conferences, and most other events can hardly be without sponsorship. The increasing lack of art and culture, which they purchase the service of the attraction. The artists are gradual and based on the value of their art is to be paid for any commercial purpose. Promoting corporate world-famous artists, so get exclusive rights in the global advertising campaign. Broadway shows like "La Boheme" presented commercial props in its nature. [60]

Advertising itself is widely regarded as a contribution to culture. Advertising is integrated into fashion. Many garments the company's logo is the only design and is an important part of it. There is little room outside of the consumption economy, develop independently in the arts and culture and can where alternative values may be expressed on the left. A final important area, the universities, is open under severe pressure for companies and their interests. [61]

Inflatable billboard in front of a sports stadium

Competitive sports have become unthinkable without sponsorship and there is a mutual dependency. High income advertising is only possible with a comparable number of viewers or readers. On the other hand, the poor performance of a team or an athlete's results in less advertising revenue. Jürgen Huether and Hans-Joerg Stiehler speak of a "sports / media complex, which is a complicated mixture of media, agencies, managers, sports promoters, advertising etc., with partly common and partly conflicting interests in any case, but with common business interests. The media is probably at the center, because it also the other parties involved with a rare commodity supply, namely, (potential) public attention. In sports and the media are in a position to huge sales in the To generate traffic and advertising. "[62]

"Sports sponsorship will be recognized by the tobacco industry valuable advertising. The tobacco industry magazine in 1994 described in the Formula One car as "The most powerful advertising space in the world." …. In a cohort study conducted in 22 secondary schools in England in 1994 and 1995 boys, their favorite TV sport was motor racing had a 12.8% risk of becoming regular smokers as compared to 7.0% of the boys who do not follow racing. "[63]

Not the sale of tickets, but broadcasting rights, sponsorship and merchandising in the meantime, make the majority of sports clubs and sports club revenues with the IOC (International Olympic Committee) takes the lead. The influence of the media brought many changes in the sport, including the Integrating new "trend sports" in the Olympic Games, the change in the distance competition, regulatory changes, entertainment of spectators changes sports facilities, the cult of sports heroes who can quickly find themselves in advertisements and other media events because of their value [64] and last but not least, the designation and renaming of stadiums for big companies. "In the sport setting in the logic of the media can contribute to the erosion of values such as equality or fairness, excessive demands on athletes by public pressure and multiple use or fraud (doping, manipulation of the results …). It is in the best interest Media and Sport to meet this danger, as the media, sport can only work as long as sports are. [64]

[Edit] Occupation and commercialization of public Space

Any visually perceptible space has the potential for advertising. Above all, through urban areas with their structures, but also landscapes in the eyes tariffs are increasingly in the media for advertising. Become signs, posters, placards, are crucial factors in the urban appearance, and their numbers are still on flags the rise. "Outdoor advertising has become unavoidable. Traditional billboards and transit shelters have opened the way for more widespread methods, such as wound Abandoned vehicles, walls of buildings, electronic signs, kiosks, taxis, billboards, sides of buses and more. Digital technologies for buildings on the sport uses shows urban wall. In urban areas commercial content is placed in our eyes and into our consciousness every moment we are in the public Room. The German newspaper Die Zeit called it a new kind of dictatorship, that one can not escape. " [21] Over the years, this domination of the environment to the "natural" state. Due to the long-term commercial saturation, it will be automatically by the public that has the advertising have the right to to occupy and understood the control of every inch of available space. The steady normalization of invasive advertising disturbs the public perception of the environment, Strengthening a general attitude of powerlessness in the face of creativity and change, therefore, developed a cycle, enabling advertisers to slowly and consistently Saturation of advertising with little or no increase in public outcry. "[65]

The massive visual orientation of advertising, the function of public spaces that are used by brands. Urban sites have become trademarks. The highest pressure is exerted on fame and busy public spaces and for the identity of a major city (such as Piccadilly Circus, Times Square, Alexander Square). Urban spaces are public goods As such, they are under "aesthetic environment, particularly by building regulations, conservation and landscape protection. "It is in this capacity, that these areas are now being privatized. They are peppered with posters and signs, they will be redesigned in the media for advertising. "[34] [35]

[Edit] Socio-cultural issues: sexism, discrimination and prejudice

"Advertising has an" agenda-setting function ", which is the ability to handle huge Sums of money, consumption as the only item on the agenda. In the fight for a share of the public conscience, these amounts non-) treatment (ignorance, what does not of commercial and what is not advertised. Advertising should reflect the society norms and a clear picture of the target market. Balls without trading and advertising the service of the Muses and relaxation stay, with no respect. [neutrality disputed] With the increasing power of advertising does well in the private sphere, so that the voice of the trade of dominant mode of expression in society. "[See 66] advertising critics in the advertising, the flagship in our culture. Sut Jhally and James Twitchell go through the consideration of advertising as a kind of religion and advertising replaced religion as an important institution. [67]

Corporate advertising (or commercial media) is the largest psychological project ever undertaken by mankind. But for all that remains unknown and their impact on us largely ignored. When I think The influence of the media for years, decades, I think of the brainwashing experiments of Dr. Ewen Cameron in a psychiatric hospital in Montreal, conducted the 1950 (see MKULTRA). The idea of the CIA-backed "depatterning 'experiments was to outfit conscious, unconscious or semi patients with headphones, and flood their brains with thousands of repeating "Go" messages, to modify their behavior over time …. Advertising aims to do the same. "[25]

Advertising is primarily aimed at young people and children and young people are more and more reduced consumer. [49] For Sut Jhally is not "somewhat surprising that this central and with so much on it should become a significant presence in social life is consumed. In fact, the business interests intent on maximizing consumption of the vast collection of goods have colonized more and more of the spaces of our culture. For example, almost the entire media system (television and print has been) as a Dispensing system for advertisers to their main task is to produce the public for sale to advertisers developed. Both the advertising it carries, and the editorial matter Which is a support for him to celebrate the consumer society. The movie system, at a time outside the direct influence of other marketing system, now in full This integrated through the strategies of licensing, tie-ins and product placements. The main task of many Hollywood movies today is in the marketing of the huge collection of goods Aid. Since public funds are drained from the non-commercial cultural sector, art galleries, museums and symphonies bid for corporate sponsorship. "[54] Similarly, the effect is the education and promotion is becoming more pervasive schools and universities. Cities like New York, accepting sponsors for public Playgrounds. "Even the Pope has been commercialized … The Pope's 4-day visit to Mexico … 1999 was sponsored by Frito-Lay and PepsiCo. [68] The industry is considered one of the engines power a convoluted economic mass production, which promotes've consumption. Regarding the social effects are concerned, it plays not matter whether propagated by advertising fuel consumption, but the values, behavior and tasks is important. Advertising is charged with the language of the kidnapping and the means breaking the pop culture of protest movements, and even subversive criticism and not to shock from fear and taboos (eg Benetton). This in turn suggests counteraction, Kalle Lasn, which in 2001 als''Jamming the Jam of misery''. Anything goes. "It is a central social-scientific question of what people are made to by appropriate design of the policy may do, and of great practical importance. For example, from a large number of experimental psychological experiments can be assumed will do that will make people get what they are capable, if that can be created by social conditions. "[69]

Advertisement often uses stereotypical gender roles of men and women, the strengthening of the existing stereotypes and it has a "inadvertently or even intentionally promoting Sexism, racism and ageism criticized … At least advertising often reinforces stereotypes recognized by the "types" to stories in a single To tell picture or 30 seconds time frame. "[38] The activities are presented as typical male or female (stereotypes). In addition, its people Sexuality or be reduced in goods and gender-specific properties are identified exaggerated. Sexualized female body, but also increasingly Men to serve as an eye catcher. In advertising, it is usually depicted a woman, as if such

• Servants of the men and children, the response to the demands Complaints and wash their loved ones with a bad conscience and the promise for immediate improvement (and food)
• sexual or emotional play toys for self-assertion of human
• a technically completely clueless (is able to manage almost always male), holding that only a child
• female expert, but stereotypes from fashion, cosmetics, food, or on the best medicine
• as an ultra-thin, tall and very thin.
• This ground-work for others, such as coffee, while a journalist interviews politicians [70]

A large part of advertising is to promote of products that relate to the "ideal body image." This is aimed primarily at women, and in the past, this form of advertising was almost exclusively targeted at women. Women in advertising are shown in the rule, as good-looking women who are in good health. However, this is not the case, the average woman. Therefore, they send a negative signal of the body image to the average woman. Because of the media, girls and women who are overweight, and otherwise "normal" I feel almost obligated to care for themselves and stay fit. They feel under pressure to an acceptable body weight and keep taking care of their Health. Consequences of this are low self-esteem, eating disorders, self mutilation, beauty and operations for the women who simply do not have bring themselves to eat right or get the motivation to go to the gym. The EU Parliament adopted a resolution in 2008 that advertising is not discriminatory and demeaning. This shows that politicians are increasingly concerned about the negative effects of advertising. However, the benefits of promoting the general health and fitness are often overlooked. Men are also negative as incompetent and displayed the butt of every joke in the advertising.

[Edit] Children and young people as target group

Market of children, is where the resistance to advertising at its weakest, is the "Pioneer of ad creep." [71] "Children are among the most demanding observers of ads. You can sing the jingles and identification of the Logos, and they often have strong feelings about products. What they do not understand a rule, however, are the problems The underlying how advertising works. Mass media are used not only to sell goods but also ideas on how we should behave, what rules are important, we should respect and what we value. "[72] Young people are increasingly reduced to the role of consumers. Not only the manufacturers of toys, candy, ice cream, Breakfast foods and sporting goods prefer to target their support for children and adolescents. For example, an ad for a cereal is on a channel for adults shall have music that is a soft ballad, while on a channel for children, the same ad using a catchy rock jingle of the same, so

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