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Egyptians used papyrus to make marketing messages and posters. The advertising 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. Painting Wall or rock for commercial advertising is another manifestation of an ancient form of publicity, which is present today in many parts Asia, Africa and South America. The tradition of wall painting can be traced back to Indian rock paintings dating back to 4000 av. [4] History tells us that out of the outdoor advertising and billboards are the oldest forms of advertising.

As cities and towns Middle Ages began to grow, and the general public was unable to read signs that say today shoemaker, miller, tailor blacksmith or use an image associated with their work as a shoe, a dress, a hat, a clock, a diamond, a horse shoe, a candle or even a bag flour. Fruits and vegetables were sold in the town square on the backs of carts and wagons and their proprietors used street callers (town criers) to announce their location for the convenience of customers.

As education became an apparent need and reading as well as printing, the point of advertising expanded to include leaflets. In the 17th century advertisements started to appear in weekly newspapers in England. These print ads at the beginning were primarily used to promote books and newspapers, which became increasingly affordable with advances in printing and drugs, which were increasingly sought after as disease ravaged Europe. However, false advertising and so-called "quack" Advertising has become a problem, which ushered in the regulation of advertising content.

As the economy expanded during the 19th century, along with increased advertising. United States, the success of this advertising format eventually led to the growth of direct mail advertising.

In June 1836 the French newspaper La Presse was the first to include paid advertising in its pages, which allows him to lower its price, extend its readership and increase its profitability and the formula was soon copied by all titles. Around 1840, Volney Palmer established a precedent for advertising agencies in Boston. [5] Around the same time, in France, Charles-Louis Havas extended the services of his news agency, Havas include advertising brokerage, making it the first French group to organize. Initially, agencies were brokers for space advertising in newspapers. NW Ayer & Son was the first full-service agency to assume responsibility for advertising content. NW Ayer opened in 1869, and was located in Philadelphia. [5]

An advertisement 1895 for a product to gain weight.

At the turn of the century, there were some career choice for women in business, but advertising has been one of the few. Since women were responsible for most purchases in their household, advertisers and agencies recognized the value of women's knowledge in the creative process. In fact, the first American advertising to use Sexual sale was created by a woman – for a soap product. Although grown under current standards, the advertisement featured a couple with the message " skin you love to touch "[6].

In the early 1920s, the first radio stations were established by equipment manufacturers radio and retailers that offer programs in order to sell more radios to consumers. Over time, many non-profit organizations followed suit no time creating their own radio stations, including:. schools, clubs and civic groups [7] When the practice of mentoring programs has been popularized, each individual radio program was usually sponsored by a single company in exchange for a brief mention of the company at the beginning and Sponsored by the end of shows. However, owners of radio stations soon realized they could earn more money by selling sponsorship rights in the time allocated to small businesses through multiple emissions from its radio station rather than selling the sponsorship rights to single businesses per show.

A print advertisement for the issuance of the 1913 Encyclopædia Britannica

This practice was deferred to the television in the 1940s and early 1950s. A fierce battle took place between those seeking to commercialize the radio and people who argued that spectrum should be considered part of the House of Commons – for use only non-commercial and for the public good. The United Kingdom has pursued a public funding model for the BBC, originally a private company, the British Broadcasting Company, but incorporated as a public body by Royal Charter in 1927. In Canada, advocates like Graham Spry was also able to persuade the federal government to adopt a model of public financing, the creation of the CBC. However, the United States, the capitalist model prevailed with the passage of the Communications Act of 1934 which created the Federal Communications Commission [7]. To placate the socialists, the U.S. Congress did require commercial broadcasters to operate in "the interest of public utility and necessity" [8]. Public broadcasting exists United States today because of the 1967 Public Broadcasting Act that led to the Public Broadcasting and National Public Radio.

In early 1950, the DuMont Television Network launched the modern trend of selling advertisement time to multiple sponsors. Previously, DuMont had trouble to find sponsors for many of their programs and compensated by selling smaller blocks of advertising time to several businesses. This term has become the standard for the commercial television industry in the United States. However, it was still common practice to have single sponsor shows, such as time U.S. Steel. In some cases, the sponsors exercised great control over the content of the show – up to and including an advertising agency with in is writing the show. The single sponsor model is much less common now, a notable exception being the Hallmark Hall of Fame.

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

The late 1980s and early the 1990s saw the introduction of cable television and particularly MTV. Pioneer of the music video, MTV launches a new type of advertising: the air for consumers in the commercial, rather than it being a byproduct or afterthought. Such as cable and satellite TV has become increasingly prevalent, specialty channels emerged, including channels entirely devoted to advertising, such as QVC, Home Shopping Network, Canada and ShopTV.

Internet Marketing has opened new frontiers for advertisers and contributed to the dot-com 1990s. All companies operating only 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 online advertising by emphasizing contextually relevant ads discrete to help rather than overwhelm users. This led to a plethora of initiatives and a similar upward trend of interactive advertising.

The share of advertising spending relative to GDP has changed little across large changes in the media. For example, in United States in 1925, advertising in mainstream media were newspapers, magazines, signs on streetcars, and outdoor posters. Expenditure advertising as a share of GDP was about 2.9 percent. In 1998, television and radio had become major advertising media. Nonetheless, advertising spending as a percentage of GDP was slightly lower at about 2.4 percent [9].

An innovation recent publicity is "guerrilla marketing", which involve unusual approaches such as staged encounters in public places, gifts products such as cars that are covered with brand messages, and interactive advertising where the viewer can respond to some of the advertising message.Guerrilla Advertising is becoming increasingly popular with many companies. This type of advertising is innovative and unpredictable, causing consumers to buy the product or idea. This reflects an increasing trend of interactive and "embedded" ads, for example, product placement, having consumers vote through text messages, and various innovations utilizing social networking services like MySpace.

[Edit] Publicity of Public

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

public service advertising, non-commercial advertising, public interest advertising, cause marketing, and marketing office are different terms for (or aspects of) the use of advertising and marketing communications sophisticated techniques (usually associated with commercial enterprise) on behalf of non-commercial, public interest issues and initiatives.

United States, licensing of television and radio by the FCC is contingent on the radio station a certain amount of advertising from public service. To answer these requirements, many broadcast stations in America air the bulk of their public service announcements required during late night or early morning when the smallest percentage of viewers watching, leaving more time intervals during the day and shopping choices available to advertisers to pay high.

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 man directional pictured above A bus with an advertisement for GAP in Singapore. Buses and other vehicles are popular mediums for advertisers. Station DBAG Class 101 with announcements UNICEF at Ingolstadt main railway

Almost any media can be used for advertising. media advertising Salespeople can include wall paintings, billboards, street furniture components, printed flyers and rack cards, radio spots, cinema and television, web banners, mobile telephone screens, carts, web popups, skywriting, bus stop benches, billboards Rights, magazines, newspapers, town criers, sides of buses, banners attached or parts of aircraft ("Logojets") of flight advertisements on tray tables folder or storage bins, taxi doors, roof mounts and passenger screens, musical shows, subway platforms and trains, elastic bands on disposable diapers, the doors of bathroom stalls, stickers on apples in supermarkets, shopping cart handles (grabertising) the opening section of streaming audio and video, posters, and the backs of tickets and supermarket receipts. Any place an "identified" sponsor pays to deliver their message through a medium is advertising.

[Edit] TV

Main Television Advertising and music in advertising: Articles

The TV commercial is generally considered the most effective form of advertising in the mass market, as evidenced by the networks to high price of TV airtime charges TV advertising during popular events. The Super Bowl football game annually in the U.S. is known as the most important event of the television advertising. The average cost of a thirty-second TV spot during single this game has reached 3 million (in 2009).

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

Virtual ads may be inserted into regular television programming through computer graphics. It is generally inserted into otherwise blank backdrops [10] or used to replace local billboards that are not relevant to the public broadcasting distance [11]. More controversially, virtual billboards may be inserted into the background [12] where none not exist in real life. Virtual product placement is also possible. [13] [14]

[Edit] Info

Main article: Infomercial

An infomercial is a television advertisement in long format, usually five minutes or more. The word "infomercial" is a portmanteau of words "information" and "commercial". The main objective in an infomercial is to create an impulse purchase, so that the consumer sees the display, then buys the product immediately through the toll free telephone number advertised or website. Info-describe, display, and often demonstrate products and their characteristics, and often have evidence of consumers and industry professionals.

[Edit] Radio Advertising

Radio advertising is a form of advertising via radio.

Radio advertisements are broadcast radio waves in air a transmitter to an antenna and a thus to a receiving device. Airtime is purchased from a station or network in exchange for broadcast advertisements. While radio has the obvious limitation of being limited to sound, proponents of radio advertising often cite this as an advantage.

[Edit] Press advertising

advertising in the press describes advertising in printed media like a newspaper, magazine, newspaper or trade. This includes everything from media with a wide readership, as a major newspaper or national magazine, more targeted media such as newspapers and magazines specialized and highly specialized topics. A form of advertising in newspapers is classified advertising, which allows individuals or businesses buy an ad targeted to very low cost advertising a product or service.

[Edit] Online advertising

The Online advertising is a form of promotion that uses the Internet and World Wide Web in the stated aim of delivering marketing messages to attract customers. Of Examples of online advertising include contextual ads that appear on search engine results pages, banner ads, ads in the text, Rich Media Ads, Social network advertising, online classified advertising, advertising networks and marketing by e-mail, including spam e-mail.

[Edit] Billboard advertising

Billboards are large structures located in public places that display advertisements to pedestrians and motorists crossing. Most often, they are located on main roads with plenty of passing motor traffic and pedestrians, but they can be placed in any location with plenty of viewers, such as on transit vehicles and in stations, centers commercial or office buildings, and stadiums.

[Edit] mobile billboards

The newspaper announced its market RedEye Target, North Avenue Beach with a billboard boat on Lake Michigan.

movable panels are usually mounted on vehicle panels or digital displays. These can be dedicated to vehicles built solely for carrying advertisements along highways shortlisted by customers, they can also be specially equipped trucks or, in some cases, large banners strewn plans. The panels are often enlightened, some are backlit, and others using projectors. Some displays are static, while others change, for example, continuously or periodically rotating among a set of ads.

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

• Target Advertising
• On one day, and campaigns long-term
• Conventions
• Sporting events
• Store openings and other promotional events
• Big ads small business
• Other

[Edit] The in-store advertising

in-store advertising is an advertisement placed in a retail store. It involves placing a product in a visible location in a store, such as the eyes, extremities aisles and checkout counters nearby, eye-catching poster promoting a specific product, and advertising in places such as shopping carts and video screens store.

[Edit] Covert advertising

Main article: Product placement

surreptitious advertising, also known as guerrilla advertising is when a product or brand is embedded in entertainment and media. For example, in a movie, the character principal can use an item or other of a specific brand, like in the movie Minority Report where Tom Cruise's character John Anderton owner of a Nokia logo clearly written in the corner, 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 his Converse shoes several occasions, calling them "classics," because the film is set in the distant future. I, Robot and Spaceballs showcase futuristic cars also with Audi and Mercedes-Benz logos clearly displayed on the front of vehicles. Cadillac chose to advertise in the movie The Matrix Reloaded, which, because of numerous scenes in which Cadillac cars were used. Similarly, the placement of Products for Omega Watches, Ford, Vaio, BMW and Aston Martin are featured in recent James Bond films, Casino Royale in particular. In "Fantastic Four: Rise of the Silver Surfer ", the main transport vehicle displays a large logo on the Dodge. Before Blade Runner has some product placement more obvious, while the film stops to show a sign advertising Coca-Cola.

[Edit] Celebrities

Main article: Celebrity Branding

This type of advertising focuses on using the power of celebrity, fame, money, the popularity of obtaining recognition of their products and promoting stores or products. Advertisers often advertise their products, for example, when Celebrities share their favorite products or clothing by brands or designers. Celebrities are often involved in campaigns advertising such as TV commercials or print advertising specific products or general.

The use celebrity to endorse a brand can have its drawbacks, however. An error by a celebrity can be detrimental to public relations of a mark. For example, following his performance of eight gold medals at the 2008 Olympics in Beijing, China, swimmer Michael Phelps with contract Kellogg's has been arrested, like Kellogg's did not want to associate with him after he was photographed smoking marijuana.

[Edit] The media and advertising approaches

Increasingly, other media are overtaking many "traditional" media such as television, radio and newspapers due to a shift towards consumer internet usage for news and music as well as devices such as digital video recorders (DVRs) like TiVo.

Advertising on the World Wide Web is a phenomenon recent. Price of advertising space on the web are dependent on the "relevance" of the surrounding web content and the traffic the site receives.

The display Digital is fast becoming a major mass medium because of its ability to reach a larger audience for less money. Digital display also offer a unique opportunity to see the target audience where they are met by the community. Technology advances also helped to control the message on the display Digital with great precision, allowing relevant messages to the audience at a particular time and location which, in turn, gets more response advertising. The digital display is used successfully in supermarkets. [15] Another successful use of digital signage is home to places such as restaurants [16]. and shopping malls [17].

E-mail advertising is another recent phenomenon. No unsolicited bulk advertising e-mail known as spam email. Spam has been a problem for email users to for many years.

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

Unpaid advertising (also called "advertising advertising") can offer good exposure at minimal cost. Personal recommendations ("bring a friend," "sell"), spreading buzz, or achieving the feat to tie the game with a common name (in the United States, "Xerox" = "photocopier", "Kleenex" = tissue, "Vaseline" = Petroleum jelly, "Hoover" = vacuum cleaner, "Nintendo" (often used by those who are exposed to many video games) = Video games, and "Band-Aid" = adhesive bandage) – They may be regarded as the pinnacle of any advertising campaign. However, some companies oppose the use of their brand name to label an object. Equating a brand with a common noun also risks turning to this mark as a trademark in a generic form – into a generic term which means that its legal protection as a trademark is lost.

As the mobile phone has become a new mass medium in 1998 when the first paid downloadable content appeared on mobile phones in Finland it's only a matter of time until mobile advertising followed, also launched in Finland in 2000. In 2007, the value of advertising Mobile has reached 2.2 billion dollars and providers such as Admob delivered billions of mobile ads.

More advanced mobile ads include banner ads, coupons, Multimedia Messaging Service Camera and Video, advergames and various engagement marketing campaigns. A particular feature of driving mobile ads is the 2D Barcode, which replaces the need to make a seizure of Web addresses, and uses the camera feature of modern phones get instant access to web content. 83 percent of Japanese mobile phone users already are active users of 2D barcodes.

A new form of advertising that is growing rapidly is social network advertising. It's online advertising with an emphasis on networking sites office. This is a relatively immature market, but has shown great promise as advertisers are able to take advantage of demographic information the user has provided the social networking site. Friendertising is a more precise term of advertisements in which people are able to lead to More listings directly using the social networking service.

From time to time, The CW Television Network airs short programming breaks called "Wraps content "to advertise products of a single company during a break commercial complex. The CW pioneered" content envelope "and Some products featured were Herbal Essences, Crest, Guitar Hero II, CoverGirl, and recently Toyota.

Recently, it became a concept promoting new, "ARvertising" advertising technologies of augmented reality.

[Edit] Criticism of Advertising

Although advertising can be regarded as necessary for economic growth, it is not without social cost. Commercial email spam and other forms of spam have become so common that have become a major nuisance to users of these services, as well as being a financial burden on internet service providers [18]. Advertising is increasingly invading public spaces such as schools, some critics argue is a form of child exploitation. [19] Furthermore, advertising often uses psychological pressure (eg, appeal to feelings of inadequacy) on the target consumer, which can be harmful.

[Edit] Hyper-commercialism and commercial tidal wave

Criticism of Advertising is closely linked to media criticism and often interchangeable. They can refer to its audio-visual aspects (eg size of public spaces and waves), environmental aspects (eg pollution, oversized packaging, increased consumption), political aspects (eg dependence of the media, freedom of expression, censorship), finance (costs), ethical / moral / social issues (for example, influence subconscious, invasion of privacy, increased consumption and waste, target groups, some products, honesty) and Of course, a mixture thereof. Some issues can be subdivided and some may cover more than one category.

As advertising has become increasingly prevalent in modern Western societies, it is also increasingly criticized. A person can barely move in the public or to use a medium without being subjected to advertising. Advertising occupies public space and increasingly invades privacy people, many of whom consider it a nuisance. "It becomes more difficult to escape the publicity and the media. … The public space is increasingly turning into a giant billboard of products of all kinds. The aesthetic and political consequences can not yet be predicted. "[20] Hanno Rauterberg in the German newspaper" Die Zeit calls it advertising a new type of dictatorship that can not be missed [21].

Ad creep: "There are ads in schools, airport lounges, doctors offices, movie theaters, hospitals, gas stations, elevators, convenience stores, the Internet, on fruit, on ATM's, on garbage cans and countless other places. There are ads on the sandy beach and bathroom walls. [22] "One of the ironies of advertising in our time is that the increases commercialism, it makes it much harder for any particular advertiser to succeed, thus pushing the advertiser. Even harder "[23] In a decade in radio advertising climbed to nearly 18 minutes per hour or 19, on television in prime time until 1982 the standard was not more than 9.5 minutes per now, today is between 14 and 17 minutes. With the introduction of the shorter 15-second spot total ads rose even more spectacular. Ads are placed not only in breaks, but also eg in television during the baseball game itself. They flood Internet, a market growing by leaps and bounds.

Other growing markets are product placements'''' in entertainment programming and movies where it became common practice and advertising the products are placed virtuelle''''où retroactively to watch it again. Billboards on the product are virtually inserted into the Major League Baseball broadcasts and in the same way, Virtual street banners or logos are projected on a canopy entrance or sidewalk, for example, when the arrival of celebrities to Grammy Awards 2001. Advertising precedes the screening of films in cinemas, including "shorts" produced by rich companies such as Microsoft and DaimlerChrysler. "The biggest advertising agencies began to work actively to co-produce programs in cooperation with the most leading media companies "[24] the creation of Info-like entertainment.

Opponents equate the increasing volume of advertise with a "tidal wave" and restrict "containment" of the flood. Lasn, one of the harshest critics of the advertising on the international scene, sees advertising "the most widespread and toxic pollutants mental. From the moment your alarm clock rings the wee hours of the morning microjolts TV late at night pollution commercial flood into your brain at a rate of about 3,000 commercial messages a day. Each day, twelve billion ads, 3 million radio commercials and more than 200,000 television commercials are dumped North America's "collective unconscious. [25] During his life the average American watches three years of advertising on television [26].

More recent developments in video game products and content, special channels commercial patient in hospitals and public figures sporting temporary tattoos. One method that advertising is unrecognizable self-disant''marketing''guérilla spreading buzz around a new product in the target audiences. Cash-strapped cities of the United States will stop providing police cars for advertising [27]. A trend, especially in Germany, companies are buying the names of sports stadiums. Football Hamburg Volkspark first stage became AOL-Arena, then the HSH Nordbank Arena. The Neckarstadion Stuttgart became the Mercedes-Benz Arena, Westfalenstadion Dortmund is now 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 are arranged in rooms and exclusive product leased to a company. Düsseldorf same "multi-sensory" transit stop adventure equipped with loudspeakers and systems that spread the smell of detergent. Swatch projectors used to project messages on the Berlin TV Tower and the Victory Column, which was fined because it was done without a permit. The illegality was part of the plan and added the promotion [21].

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

For scientific communication and media economist Manfred Knoche, University of Salzburg, Austria, advertising is not simply a "necessary evil" but an "elixir of life necessary for the media sector, the economy and capitalism as a whole. Advertising and mass interest in Media create economic ideology. Knoche describes advertising for products and brands as "weapons producer in the competition for customers and commercial advertising, for example the automobile industry as a way to represent their collective interests against other groups, such as railways. In his articles for editorial and media programs, promote the general consumption, provide a "cost free "service to producers and sponsorship for a" means of payment widely used "in the advertisement [29]. Christopher Lasch argued that advertising leads to an overall increase of consumption in society, "Advertising is not used as advertising products to promote consumption as a way of life. "[30]

[Edit] Publicity and constitutional rights

Advertising is equated with freedom guaranteed by the Constitution of opinion and expression. [31] Therefore criticize the advertisement or any attempt to restrict or ban advertising is almost always regarded as an infringement of fundamental rights [citation needed] (First Amendment to the United States) met and answered and concentrated strength of the company and especially the world of advertising. "At present or in the near future, a number of cases are and will be working their way through the judicial system that would seek to prohibit any governmental regulation of … commercial speech (eg advertising or labeling food) on the ground that such regulation would be contrary to citizens and businesses' First Amendment rights to freedom of expression or press Free. "[32] An example of this debate is advertising for tobacco or alcohol, but also direct mail or leaflets (boxes mailbox clogged), advertising on the phone, the Internet and advertising to children. Various legal restrictions on spamming, Advertising on mobile phones to children, tobacco, alcohol were introduced by the United States, the EU and various other countries. Not only the business community resists restrictions on advertising. Advertising as a means of free expression has firmly established in the quotation of the company [West needed]. McChesney argues that the government deserves constant vigilance regarding these regulations, but it is certainly not the only undemocratic force in our society. … Corporations and the wealthy enjoy power just as huge as that enjoyed by nobles and royalty of feudal times "and" markets are not without neutral or value-not only do they tend to work for the benefit of those who have more money, but also by their very nature emphasize profit everything else …. So today, the debate is whether the labeling or advertising of food, or campaign contributions are speech … if the right to be protected by the First Amendment can be used effectively by a fraction of citizens and their exercise of these rights giving them undue political and undermines the capacity of the scale of citizens to exercise the same rights and / or constitutional rights, then it is not necessarily legitimately protected by the First Amendment. "Furthermore," those who have the capacity to engage in a free press are able to determine who can speak to the great mass of citizens who can not "[33]. Critics argue in turn that the privacy of publicity invaded what is a constitutional right. Because on the one hand, advertising invades privacy physically, on the other hand, it uses more and more relevant based on information disclosure of private information gathered without the knowledge or consent of consumers or target groups.

To Georg Franck Vienna University of Technology, advertising is part of what he calls "mental capital" [34], [35] taking a term (mental) which was used by groups involved in the mental environment, such as Adbusters. Franck mixtures economy "of attention with the culture of Christopher Lasch narcissm in capitalism mental [36] In his essay "Advertising at the Edge of the Apocalypse", written Sut Jhally, "20. Century advertising is the most powerful system of propaganda and supported in human history and its cumulative cultural, unless quickly verified, will be responsible for the destruction of the world as we know [37].

[Edit] The price of the attention and hidden costs

Advertising has grown into a company a billion dollars on which many depend. In 2006 391 billion dollars have been spent worldwide for advertising. In Germany, for example, the advertising industry contributes 1.5% of gross national income, figures for other developed countries are similar. [citation needed] Thus, advertising and growth are directly and causally related. Regarding Growth based economy can be blamed for the adverse lifestyle Rights (Tributary of the company) advertising must be considered under this aspect for its negative impact, because its main objective is to increase consumption. "The industry is accused to be one of the engines powering a convoluted economic system that promotes the production of mass consumption. "[38]

Attention and listening have become a new product for which a market developed. "The amount of attention that is absorbed by the media and redistributed in the competition for quotas and the range is not identical to the amount of attention, which is available in society. The total circulating in society is composed of attention exchanged between people themselves and the attention given to information media. Only the latter is homogenized by the quantitative measurement and that the latter takes on the character of an anonymous money. "[34] [35] Franck, any area of presentation that can guarantee a certain degree of attention as the works magnet for attention, for example, media which are actually intended for information and entertainment, culture and arts, public space etc. It is this attraction that is sold to the company advertising. The German Advertising Association said that in 2007 to 30.78 billion euros were 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 sector advertising. Revenues for Internet advertising doubled to nearly 1 billion euros from 2006 to 2007, giving the growth rate highest.

Spiegel Online reported that in the United States in 2008 for the first time more money was spent on Internet advertising (105.3 billion) and television (98.5 billion dollars). The highest amount spent in 2008 was still in print (147 billion). [40] For the same year, Welt Online has reported that the U.S. pharmaceutical industry spent almost double the amount of advertising ($ 57.7 billion) than it did on research (31.5 billion dollars). But Marc-Andre Gagnon und Joel Lexchin, York University, Toronto, believe that the actual expenditures for advertising are higher still, because all entries are recorded by research institutions [41]. Do not include indirect advertising campaigns, such as sales, rebates and discounts. Few consumers are aware that they are the ones who pay for every penny spent on public relations, advertising, discounts, etc. as they usually are packing included in the calculation of the price.

[Edit] Influence and packaging

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

The most important element of advertising is not information but the suggestion to use more or less associations, emotions (Appeal to emotion) and the players sleep in the sub-consciousness of people, such as libido, the herd instinct, desires, such as happiness, health, fitness, appearance, self-esteem, reputation, membership, social status, identity, adventure, distraction, reward, fear (fear appeal), such as illness, weakness, loneliness, need, uncertainty, security or prejudices, learned opinions and comfort. "Every human needs, relationships, and fears – in the depths of the human psyche – is a simple way to expansion of the universe of commodities under the force of modern marketing. With the rise of modern marketing, commercialism – the translation relations human commodity relations -. a phenomenon intrinsic to capitalism, has grown exponentially "in a cause-related marketing" [42] in which advertisers link their products to a worthy cause social boomed over the last ten years.

Advertising operates as a role model celebrities or popular characters and made a deliberate use of humor as well as combinations of colors, songs, names of certain terms. In total, these are factors of how it perceives itself and its self-esteem. In his description of "mental Franck capitalism", says, "the promise of consumption make someone irresistible is the ideal way of objects and symbols in subjective experience of a person. Obviously, in a society in which turnover of the attention moves to the front, consumption is driven by a self-esteem. Consequently, consumption becomes "work" on the attraction of a person. From the subjective point of view, this "work" opens fields of unexpected dimensions for advertising. Advertising takes the role of an advisor on life attraction. (…) The cult around his own attraction is what Christopher Lasch describes as "Culture of Narcissism." [35] [36]

For critics of the advertising of another serious problem is that "the long-term separation between advertising and editorial / creative side of media is in full collapse "and advertising is increasingly difficult to distinguish between news, information or entertainment. The borders between advertising and programming are becoming blurred. According to media companies all commercial involvement has no influence on the actual content of media, but as McChesney puts it, "this claim fails to pass even the laugh test even the most basic, it is as absurd. "[43]

Advertising draws "heavily on psychological theories about how to create topics, advertising and Marketing to take a "lighter shade psychological" (Miller and Rose, 1997, quoted in Thrift, 1999, p. 67). Increasingly, the emphasis in advertising is spent to provide "facts" information to the symbolic connotations of commodities, since the crucial cultural premise advertising is that the material be sold is never enough in itself. Even products that appeal to the most mundane of daily life must be imbued with qualities with symbolic meaning and culturally through the "magic system (Williams 1980) of advertising. In this way, and changing the context in which the advertisement appears, things "can be made to mean" anything "(McFall, 2002, p. 162) and the" same " things can be equipped with different meanings for different individuals and groups of people, offering mass produced visions of individualism. [1]

Before the advertisement is made, the market research institutions need to know and describe the group target accurately plan and implement advertising campaign and achieve the best possible results. A variety of Sciences directly to advertising and marketing, or is used to enhance its effects. Focus groups, psychologists and cultural anthropologists sont'''de''rigueur in marketing research [44]. Large amounts of data on individuals and their buying habits are collected, accumulated, gathered and analyzed using credit cards, bonus cards, raffles and Internet Surveys. With the increased precision of this provides a image behavior, desires and weaknesses of certain sections of a population with which the advertising can be used more selectively and effective. The advertising effectiveness is enhanced by the publicity-seeking. Universities, of course supported by companies and in cooperation with other disciplines (art above), mainly psychiatry, anthropology, neurology and behavioral sciences, are constantly in search of ever more refined methods, complex, subtle and insidious advertising more effective. "Neuromarketing is a controversial area commercialization of new medical technology that uses as functional magnetic resonance imaging (fMRI) – not to heal but to sell products. Advertising and marketing firms have long used the ideas and research methods of psychology in order to sell products, although sure. But today these practices are reaching epidemic levels, and with a complicity on the part of the profession of psychologist exceeds that of the past. The result is a huge advertising and marketing offensive that includes probably the largest project ever undertaken psychological. Yet this great enterprise has been largely ignored by the American Psychological Association. "[45] Robert McChesney called it" the greatest concerted attempt psychological manipulation in all human history. "[46]

[Edit] Dependence of the media and corporate censorship

Nearly all media are advertising media and many of them are exclusively in the media and advertising, except Public Service Broadcasting is privately owned. Their income is generated primarily through advertising, in the case of newspapers and magazines from 50 to 80%. public service broadcasting in certain countries may also depend heavily on advertising as a source of income (up to 40%) [47]. In the view of media criticism that spreads advertisements may not be independent, and the proportion of advertising, the more addictive. This dependence has "distinct implications for the nature of media content …. In the business press, the media are often called in exactly how they present themselves in their candid moments:. As a branch of the advertising industry "[48]

In addition, media private are increasingly the subject of mergers and concentration of ownership situation often becoming entangled and confused. This development, which Henry A. Giroux being called a "threat to the democratic culture" [49], by itself should suffice to all alarms sound in a democracy. Five or six agencies Advertising dominate the industry U.S. $ 400 billion globally.

Journalists "have long faced pressure to shape stories for advertisers and owners of costume …. the vast majority of television executives found "cooperative" in their news services in developing news to help "developing non-traditional revenue." [50] reports negative reactions may be avoided or influenced when advertisers threatened to cancel orders or just when there is a danger of such cancellation. dependence of the media and such a threat becomes true when there is a single dominant or very few major advertisers. The influence of advertisers is not only in terms of news or information on their own products or services, but extends to articles or do not show directly linked to them. To secure advertising revenues media must create the best "advertising medium". Another problem considered censorship by critics, is the refusal to accept the media advertisements that are not in their interest. A striking example was the refusal of television stations to run ads by Adbusters. Groups try to place advertisements and are rejected by the networks [51].

It is mainly rate hearing that decide the program of private radio and television companies. "Their business is to absorb as much attention as possible. The hit rate measures the attention of business media for the information provided. The attraction of this service is sold to the advertising firm "[35] and the rate hearing to determine the price he can charge for advertising.

Advertising agencies "determine the content of shows is part of everyday life in the U.S. since 1933. Procter & Gamble (P & G) …. a radio station offered a historical business decisions (now know as "barter"): the company will produce a show own "free" and save the radio station high costs for content production. Therefore, the company intends to broadcast its advertisements and, of course, its products placed in the show. Thus, the series "Ma Perkins was created that P & G Oxydol cleverly used to promote the brand of detergent to the forefront in the years and the drama is born … [52]

While critics essentially worry about the pervasive influence of economics on the media, there are also examples of foam exercise of influence. Society American Chrysler before its merger with Daimler-Benz had its agency, PentaCom, send a letter to numerous magazines, asking them to be sent, an overview all subjects before the next issue is published "to avoid potential conflicts." Chrysler most of all wanted to know if there would be items with "sexual, political or social" or content that could be considered "provocative or offensive. PentaCom Executive David Martin said: "Our reasoning is that anyone looking at $ 22,000 product that would surrounded by positive things. There is nothing positive about a article on child pornography. "[52] In another example, the" USA Network held high-level, off the record meetings with advertisers in 2000 for their to tell the system what type of content they wanted for programming for the U.S. to get their advertising. "[53] The television are created to meet the needs of advertising, for example, their distribution in the appropriate sections. Their drama is generally intended to end the suspense or leave a question unanswered to keep the viewer attached.

The movie system, at a time outside the direct influence of the entire marketing system is now fully integrated into strategies for licensing, tie-ins and product placements. The first function of many Hollywood films today is to help the sale of the immense accumulation of commodities. [54] The press has called the 2002 Bond film "Die Another Day", which includes 24 major promotional partners an "ad-venture" and noted that James Bond has been "permitted to sell" As has become common practice to place products in movies, he "self-implications for what types of films to attract product placement and what types of films will be more likely to have "[55].

Advertising and information are more increasingly difficult to distinguish from each other. "The borders between advertising and the media …. become increasingly blurred …. That August Fischer, President Board of Axel Springer publishing company considers a "partnership between the media and advertising activities" critics see as anything other than the infiltration of rights and journalistic freedoms. "According to RTL-executive Helmut Thoma" stations private should not and can not serve any mission, but only the goal of society is "the acceptance by the market advertising and viewer. Setting priorities in the order actually says everything about the "program design" by television private. "[52] Patrick Le Lay, former CEO of TF1, a private French television channel with a market share of 25 to 35% said: "There are several ways of talking about television, but from a business perspective, let's be realistic.: Fundamentally, the trade TF1, for example, to help Coca Cola to sell its product. (…) For an advertisement to be perceived viewer's brain must be at our disposal. The work of our programs is to make available, in other words, to distract, to relax and prepare it between two messages. It time is available human brain that we sell to Coca-Cola. "[56]

Because of these dependencies and a broad public debate on fundamental advertising and its influence on information and freedom of expression is difficult to obtain, at least by the usual media channels, otherwise it is sawing off the branch on which they sit. "The idea that the commercial basis of the media, journalism and communication could have worrying consequences for democracy is excluded from the range of legitimate debate "as" capitalism is off-limits as a subject of legitimate debate in American political culture [57].

A critique of the structural basis of American journalism was Upton Sinclair's novel The balance sheet of brass in which he emphasizes the influence owners, advertisers, public relations, and economic interests on the media. In his book "Our Master's Voice – Advertising Social ecologist James Rorty (1890-1973) wrote: "The mouth of the gargoyle is a speaker, fueled by interest in an industry with two billion, and behind that the interests of the whole enterprise, industry, finance. It is never silent, it drowns all other voices, and he does not suffer reproach, because this is not the voice of America? It is his request and to some extent, it a just claim …"[ 58]

He taught us to live, what to fear, which to be proud of, how to be beautiful, how be loved, how to be envied, how to succeed .. Is it any wonder that the American public tends increasingly to speak, think, feel in terms of this jabberwocky? The stimuli in the art, science, religion are gradually expelled to the periphery of American life to become marginal values, cultivated by marginal people on marginal time? "[59]

[Edit] The commercialization of culture and sport

Performances, exhibitions, shows, concerts, conventions and most other events can hardly take place without sponsorship. Arts and increasing shortage culture they buy the service of the attraction. Artists are ranked and paid according to the value of their art to commercial purposes. Companies promote renowned artists, so get exclusive rights in the global advertising campaigns. Broadway shows like "The Bohemian accessories presented overall commercial [60].

Advertising itself is widely regarded as a contribution to the culture. Advertising is an integrated fashion. On many pieces of clothing company logo design is the only or is an important part of it. There is little room left on the outside of the consumer economy, where culture and art can develop independently and where other values can be expressed. One last important sphere, the universities, is under pressure to open a business and its interests [61].

inflatable panel in front of a sports stadium

Competitive sports have become unthinkable without the sponsorship and there is a mutual dependency. High income from advertising is only possible with a comparable number of spectators and viewers. On the other hand, the poor performance of a team or sport results of less advertising revenue. Jürgen Hüther and Hans-Jörg Stiehler speak of "Sports / Media Complex which is a mixture complex media, agencies, managers, promoters of sporting events, etc. advertising with interest partly common and partly conflicting, but in any case with commercial interests. The media is probably the center of the stage, because it can provide the other parties involved in a commodity rare to find (potential) public attention. In sports, "the media are able to generate huge sales in both traffic and advertising. "[62]

"Sports sponsorship is recognized by the tobacco industry's advertising value. A newspaper industry tobacco in 1994 described the Formula One car as "The most powerful advertising space in the world." …. In a cohort study conducted in 22 schools school boys in England in 1994 and 1995 whose favorite sport television was the race car had a 12.8% risk of becoming regular smokers, against 7.0% of boys who did not follow racing. "[63]

No ticket sales, but the transmission rights, sponsorships and merchandising time constitute the largest portion of the proceeds of the sports association and sports club with the IOC (International Olympic Committee) to take the lead. The influence Media made many changes in sports, including the admission of "trend sports" new Olympics approach, changing distance competition, changes in rules, animation fans, the changes of sports facilities, worship of sports heroes who quickly put in place in advertising and corporate hospitality business because of their media value [64] and last but not least, the designation and renaming stadiums Sports, after large companies. "In sports fit into the logic of the media can contribute to the erosion of values such as equality opportunity or fairness, excessive demand on athletes by public pressure and operation of several or deception (doping, manipulation of results …). It is in the interest of media and sports to fight against this danger because the sports media can not function as long as the sport exists [64].

[Edit] occupancy and commercialization of public space

Each place has the potential visually perceptible advertising. Especially urban areas with their structures, but also landscapes for the tariffs are increasingly turning to media for publicity. Signs, posters, signs, flags have become key factors in the development in urban areas and their number continues to increase. "Outdoor advertising became inevitable. Traditional billboards and bus shelters have opened the door to more intrusive methods such as wrapped vehicles on the sides of buildings, electronic signs, kiosks, taxis, posters, bus sides, and more. Digital Technology are used on buildings to the poster wall urban "sports. In urban areas commercial content is placed before our eyes and our conscience every moment we are in the public space. The "Zeit" German newspaper called a new kind of dictatorship that we can not escape " [21]. Over time, this domination of the environment has become "natural" state. Thanks to the long-term commercial saturation, it is become understood by the public that advertising has the right to possess, occupy and control every inch of available space. The gradual normalization invasive advertising dulls the public's perception of their environment, strengthening a general attitude of powerlessness and creativity change, thus a cycle develops enabling advertisers to slowly and consistently increase the saturation of advertising with little or no public outcry. "[65]

The optical orientation massive changes to the advertising function of public spaces that are used by brands. urban landmarks are transformed into trademarks. The greatest pressure is exerted on fame and busiest public spaces that are as important to the identity a city (eg, Piccadilly Circus, Times Square, Alexanderplatz). Urban spaces are public goods and as such, they are subject to "protection environmental aesthetics, mainly through building regulations, heritage protection and landscape protection. "It is so As these spaces are being privatized. They are dotted with signs and posters, they are transformed in the media for advertising. "[34] [35]

[Edit] Socio-cultural: sexism, discrimination and stereotypes

"Advertising has a" public agenda setting " which is the ability, with huge sums of money to consumption as the only item on the agenda. In the battle for a share of the public awareness of this amounts to non-treatment (ignorance) of what is commercial and what is not announced. Advertising should be reflection of societal standards and give clear picture of the target market. Spheres without commerce and advertising in the service of the Muses and relaxation unanswered respect. [neutrality disputed] With the increase in advertising is comfortable force in the private sector so that the voice of commerce became the primary means of expression in society. "[66] critical Advertising see advertising as the leading light in our culture. Sut Jhally and James Twitchell go beyond considering advertising as a kind of religion and that advertising even replace religion as an institution key [67].

"Advertising Company (or the corporate media) is the largest project ever undertaken by the psychological human race. But For all this, its impact on us remains unknown and largely ignored. When I think about media influences on year, over the decades, I think these brainwashing experiments conducted by Dr. Ewen Cameron in a psychiatric hospital in Montreal in the 1950s (see MKULTRA). The idea of CIA-sponsored "deconstruction" experiments were fit subjects of conscious, unconscious or semi with a helmet, and flooding their brains with thousands of repetitive "driving" messages that alter their behavior over time …. Advertising aims to the same thing. "[25]

Advertising is particularly aimed at young people and children and reduced more and more young people to consumers. [49] Sut Jhally For it is not "surprising that something this central and with so much being spent on it should become a significant presence in social life. Indeed, commercial interests intend to maximize consumption of the immense accumulation of commodities have colonized more spaces of our culture. For example, almost all the media system (television and print) has been developed as a system delivery to retailers from its primary function is to produce public to sell to advertisers. The two advertisements it carries, and the content editorial that acts as a support for her, to celebrate the consumer society. The film system at a time outside the direct influence of the entire marketing system is now fully integrated into strategies for licensing tie-ins and placements products. The primary function of many Hollywood films today is to help the sale of the immense accumulation of commodities. As public funds are drained in the non-commercial, cultural, art galleries, museums and symphonies offer corporate sponsorship. "[54] In the same way made is the education system and advertising is increasingly entering schools and universities. Cities like New York, accept sponsorship of public playgrounds. "Even the pope has been sold … 4 day visit of the Pope in Mexico in 1999 … was sponsored by Frito-Lay and Pepsi. [68] The industry is accused of being one of the engines powering a convoluted economic system which favors mass production consumption. Since the effects of the measure of the social are concerned, it does not matter if the fuel consumption of advertising, but whose values, modes of behavior and assignments of meaning it spreads. Advertising is accused of misuse of language and ways of pop culture, movements protest and even subversive critique and not be afraid to offend and break taboos (eg, Benetton). This in turn leads to action cons, what Lasn in 2001 appelé''Jamming la''Jammers of the Jam. Anything goes. "This is a central issue in social science that people can be made to an appropriate design conditions and a great practical importance. For example, from a Many experimental psychological experiments, one can assume that people can be made to do everything they can, when the according to social status can be created. "[69]

Advertising often uses stereotypical gender roles of specific men and women reinforcing existing stereotypes and it has been criticized as "inadvertently or intentionally, even promoting sexism, racism, ageism and … At least, advertising often reinforces stereotypes based on recognizable "types" to tell stories in a single image or 30 frames a second time. "[38] The activities are described as typical male or female (stereotypes). In addition, people are reduced their sexuality or related to products and gender-specific qualities are exaggerated. men of sexualized female bodies, but also Furthermore, use of fire. In advertising, it is usually represented as being a woman

• servants, men and children who react demands and complaints of their relatives with a bad conscience and the promise of an immediate improvement (washing, food)
• a sex toy or for emotional self-assertion of men
• a technique totally helpless being (almost always male) who can manage a child-resistant operation
• women expert, but stereotype in the fields of fashion, cosmetics, food or medicine, most
• as ultra-thin, thin, and very skinny.
• do ground work for others, for example, serve coffee while a journalist interviews a politician [70]

Much of the advertising opportunities to promote products that relate to the "image of ideal body. "This is mainly for women, and in the past, this type of advertising was designed almost exclusively for women. Women in advertising are generally depicted as beautiful women who are healthy. This, however, is not the case for the average woman. Therefore, they give a negative message of body image of the average woman. Because of the media, girls and women who are overweight, and otherwise "normal" feel almost obligated to take care of themselves and stay in shape. They feel under pressure to maintain an acceptable body weight and take care of their health. Consequences of this are low self-esteem, eating disorders, self mutilation, and the operations of beauty for women who can not simply not bring himself to eat healthily or to the motivation to go to the gym. The European Parliament adopted a resolution in 2008 that advertising can not be discriminatory and degrading. This shows that politicians are increasingly concerned about the negative impacts of advertising. However, the benefits the overall health and fitness promotion are often overlooked. Men are also negatively portrayed as incompetent and the butt of all jokes in advertising.

[Edit] Children and adolescents as target groups

The children's market, where resistance advertising is the lowest, is "pioneering ad creep" [71]. "Children are among the most sophisticated observers of the ads. They can sing the jingles and identifying logos, and they often have strong views on products. What they do not generally include not, however, are the issues that underlie the way advertising works. The mass media are used not only to sell products but also ideas: how we should behave, what rules are important, that we must respect and we should value. "[72] Youth is more increasingly reduced to the role of a consumer. Not only the manufacturers of toys, candy, ice cream, breakfast cereals and sporting goods prefer to run their promotion to children and adolescents. For example, an advertisement for a breakfast cereal on a string for adults music is a gentle ballad, while on a channel aimed at children, the listing will even use a catchy jingle rock the same way

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La Mano Fria Art Exhibition | June 2008 | Tokyo Japan

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