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At least since 3000 B.C.
1860's - 1900's: technology for mass production and transportation of products and advertisements arrive at approximately the same time
1840's - Space brokers
1869 - First modern, full-service ad agency in US |
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First national brands mid-to-late 1800's. Important because:
1) Brand loyalty allows higher prices
2) Creates high demand necessary for production |
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| Encouraged by brands. The idea that two products are different even though they are not. |
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| Famous person testimonial |
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| PT - Celebrity statement about product to encourage consumers to buy it |
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| PT - Associates products with simplicity |
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| PT - "Everybody else is buying it, I should buy it too"-effect |
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| PT - Plays on consumers' insecurities (make up ads) |
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| PT - Annoying things are often remembered better |
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| PT - Associating a product with a positive value or idae |
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PT - Assigning people to abstract groups whose members are assumed to act like one entity
Early ads: negative stereotypes against minorities and women
Now: negative stereotypes against group disliked by target group |
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| PT - Ad voluntarily distributed by consumers |
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| Public relations definition |
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| "The total communication strategy conducted by a person, a government or an organization attempting to reach and persuade an audience to adopt a point of view.” |
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| Used stunts to create media attention |
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| PR specialists who try to influence the government to intervene directly on behalf of companies/businesses. |
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- Worked in one of the first PR firms in the US, then became an influential consultant
- He advised more openness with the press
- Good stories during bad times
- Putting executives in the public eye
- “truth” in advertising – Don’t lie! |
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- Nephew of Freud- was the first person to apply psychology to PR.
- Key part in the US propaganda effort in WW1
- First PR book author – “Crystallizing public opinion”
- Believed that the masses were irrational and needed to be controlled
- Termed the shaping of public opinion the “engineering of consent” |
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| Event which exists solely for media publicity, e.g. Boston Marathon, Super-bowl |
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| Showing or making it look like the mass is against something |
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| How media is constructed by demographical aspects |
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| How does the media function as a tool of persuasion. |
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| The hypodermic needle model |
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Aka. magic bullet/direct effects model
Media is a powerful force, that shoots its messages directly into our vulnerable brains – no defence
Widely discredited |
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| The minimal effects model |
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Aka. limited model.
Media is less powerful because consumers engage in
selective exposure and selective retention |
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| We don't engage in things we dislike |
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| We retain messages that confirm values and ideas that we already have |
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Most demonstrated effect of media.
Not telling us what to think, but what to think about |
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| Watching TV makes us believe that TV is an accurate depiction of real life |
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| The spiral of silence theory |
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| The idea that media silences controversial opinions by making those who have them fear social isolation |
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| Because of violent content on TV we think the world is more dangerous than it is |
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| Because justice is the usual outcome of conflicts on TV, we think that the world is more just than really |
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| Recognized press freedom by rejecting prior restraints |
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| FCC v. Pacifica Foundation |
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| Defined power of FCC over indecent broadcasted material |
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- Marked decline in motion picture censorship
Censorship of movies = restraint on freedom of speech. Movies like speech are now protected by the first amendment. |
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| Motion pictures considered business, not a form of expression - Therefore, censorship of movies if they contain inappropriate content |
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| Political, economic, military or cultural predominance of one state over others - E.g. US extends to Europe |
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| Celler-Kefauver Act of 1950 |
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Reformed and strengthened the Clayton Antitrust Act of 1914 which had amended the Sherman Antitrust Act of 1890
Gave the government the ability to prevent vertical mergers and conglomerate mergers, which could limit competition. |
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| Invented WWW at CERN in Switzerland |
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| Prosecutors cannot be sued for false statements |
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| Reporters cannot be sued for repeating false statements from prosecutors |
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| The Communications Act of 1934 |
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| Replaced FRC with FCC (Federal communication commission) |
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| All radio stations in the US must be licensed by government and seagoing vessels must monitor distress signals. |
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| FRC (Federal radio commission) is created to monitor and control radio activity in the US. |
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| Prevented vertical integration in the film industry |
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Supply chain of company is owned by the same company
E.g. coca cola owns bottling company, brewing company and store selling coke. |
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| Shared cultural experiences |
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