Download Advertising and Society: An Introduction by Carol J. Pardun PDF

By Carol J. Pardun

Now revised and up to date to mirror the effect of rising applied sciences, this new version of Advertising and Society: Controversies and Consequences examines the evolution of advertisements and its impression on society.

  • Expanded with 5 new chapters protecting the influence of rising applied sciences, together with the evolution of Direct to client (DTC) pharmaceutical advertisements; product placement in a variety of media; and the turning out to be intrusiveness of web marketing
  • Explores a wide diversity of themes together with alcohol, tobacco, and intercourse in ads; the professionals and cons of adverse political ads; advergrames; and using stereotypes
  • Examines the impression of advertisements via its unique ‘point/counterpoint’ structure –designed to spark dialogue and aid scholars comprehend the complexities of the problems being presented
  • Lends titanic readability to the topic, uniquely balancing feedback and perform inside of one text
  • Includes chapter-level overviews and summaries of the subject heritage and key concerns, besides student-friendly gains comparable to rules for papers and questions for discussion

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Sample text

One way to understand Levitt’s observation is to recognize that problems constitute demand. What marketers Advertising to Children 33 do is respond to demand. If problems change, demand changes. When demand changes, marketers change. Regulations are hard to put in place and harder still to enforce. Business lobbies will fight against the imposition of stricter regulations and businesses themselves will push the envelope with ways to operate within the law while still marketing aggressively to children.

Even if the food industry wanted to be helpful, efforts can backfire. ” What’s an advertiser to do? It looks like there are plenty of people on both sides of the issue who have some ideas. It’s about protecting a vulnerable group that can’t protect itself. It’s about preserving a free market society. It’s about recognizing that a free market comes with responsibility. It’s about allowing parents to decide how they want their children to behave. It’s about kids being rewarded – and, some would argue, respected – for having opinions.

The 2012 movie The Lorax, for example, is based on a Dr. Seuss book. It’s an animated movie, so it must be for kids. But, reportedly, over 70 advertisers were involved in the movie including very grown-up products like Mazda and Whole Foods. What about Harry Potter and the Deathly Hallows, Part 2, which was released in 2011 and earned over $90 million on its opening day? Clearly, movies and many other forms of children’s entertainment are big, big business. Fourth, there is an additional economic issue.

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