Japanese Poster

How to make a Chinese and Japanese superstition presentation?

See, my class is doing presentations and my topic is Chinese and Japanese superstitions. I need to find a way to present this to my class without using a poster or a powerpoint. They are not allowed. Is there any other way to present Chinese and Japanese superstitions to a class?

Do you have group members to help you out with or is this an individual presentation? If you have people to help you with, I suggest doing a video re-enacting scenarios that depict the practices.

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Egyptians used papyrus to make sales messages and wall posters. Commercial messages 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. Wall or rock painting advertising Trade is another manifestation of an ancient advertising form, which is present today in many parts of Asia, Africa and South America. The tradition of mural paintings date back to Indian rock art dating back to 4000 BC. [4] History tells us that outside the home, and billboards are the oldest forms of advertising.

As towns and cities of the Middle Ages began to grow, and the general public was unable to read the signs now say shoemaker, miller, blacksmith, tailor or use an image associated with your business as a beginning, a suit, a hat, a watch, a diamond, a horse shoe, a candle or even a bag of flour. Fruits and vegetables were sold in the city square on the back of cars and wagons and their proprietors used street call (criers) to announce their whereabouts the convenience of customers.

As education became an apparent need and reading as well as printing, advertising developed extended to include handbills. In the 17th century advertisements started to appear in weekly newspapers in England. These early print advertisements were used mainly to promote books and newspapers, which became increasingly affordable with advances in printing and medicines, which were increasingly sought after as disease ravaged Europe. However, false advertising and so-called "healers" advertisements became a problem, which ushered in the regulation of advertising content.

As the economy expanded during the 19th century, advertising grew alongside. In the U.S., the success of this advertising format eventually led the growth of advertising by mail order.

In June 1836, the French daily La Presse, was the first to include paid advertising in its pages, allowing it 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 predecessor to advertising agencies in Boston. [5] For the same time, in France, Charles-Louis Havas expanded its services news agency, Havas to brokerage include advertising, which is the first French group to organize. At first, they were agents of the advertising space in newspapers. NW Ayer & Son was the service brokers to take responsibility for advertising content. NW Ayer opened in 1869, and was in Philadelphia [5].

A 1895 advertisement for a weight gain product.

At the turn of the century, there were few career options for women in business, however, advertising was one of the few. Since that women were responsible for most of the purchase made at home, advertisers and agencies recognized the value of women's intuition in the creative process. In fact, the first American advertising to use a sexual sell was created by a woman – for a soap product. Although tame by today's standards, the advertisement appears a couple with the message "The skin you love to touch" [6].

In the 1920s, it established the first radio stations by manufacturers radio equipment and retailers that offer programs in order to sell more radios to consumers. Over time, many non-profit organizations followed suit in creating their own radio stations, and included: schools, clubs and civic groups. [7] When the practice of sponsoring programs was popularized, each individual's radio program was usually sponsored by one company in exchange for a brief mention of the business' name at the beginning and end of the sponsored shows. However, radio station owners soon realized he could make more money by selling sponsorship rights in the allocation of time to multiple small businesses through its radio broadcasts of radio, rather than selling the sponsorship rights to single businesses per show.

A Print the ad for the 1913 edition of the Encyclopaedia Britannica

This practice was brought to television in the late 1940s and early 1950s. A fierce battle was fought between those seeking to market the radio and people who argued that spectrum should be considered as part of the commons — to be used only for noncommercial purposes and for the public good. The United Kingdom is a model of public funding of the BBC, originally a private company, British Broadcasting Company, but incorporated as a public body by Royal Charter in 1927. In Canada, advocates like Graham Spry also were able to convince the federal government to adopt a model of public funding, the creation of the Canadian Broadcasting Corporation. However, in 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. The Congress made that commercial broadcasters to operate in the "public interest, convenience and necessity." [8] Public broadcasting now exists in the United States due to the Broadcasting Public Act 1967 which led to the Public Broadcasting Service and National Public Radio.

In the 1950s, the DuMont television network began the trend Modern selling advertising time to multiple sponsors. Previously, DuMont had trouble finding sponsors for many of their programs and compensated by the sale small blocks of advertising time for several companies. This eventually became the industry standard for commercial television in the United States. Without But it was still common practice for single sponsor shows, such as The United States Steel Hour. In some instances the sponsors exercised great control over the content sample – up to and including the advertising agency's own reality, writing the program. The single sponsor model is much less common now, a notable exception is the Hall of Fame Hallmark.

The 1960s saw advertising becomes a modern approach in which creativity was allowed to shine, producing unexpected messages that made advertisements more tempting to the eyes of consumers. The Volkswagen ad campaign with headlines such as "Think Small" and "Lemon" (used to describe the appearance of the car)-ushered in the era of modern advertising by promoting a "position" or "proposal USP "designed to associate each brand with a specific idea in the reader or viewer's mind. This period of American advertising is called the creative revolution and its archetype was William Bernbach who helped create the revolutionary Volkswagen ads among others. Some of the most creative and long-standing dates American advertising during this period.

Late 1980s and early 1990s saw the introduction of cable television and particularly MTV. Pioneered the concept the music video, MTV announced a new type of advertising: the songs of consumers in the advertisement, rather than a product or last minute. In cable television and satellite became increasingly common, specialty channels emerged, including channels entirely devoted to advertising, such as QVC, Home Shopping Network, and ShopTV Canada.

Marketing via the Internet opens new frontiers for advertisers and contributed to the "dot-com" boom of the 1990s. All enterprises operated solely on advertising revenue, offering everything from coupons to free Internet access. At the turn of the 21st century, a number websites including search engine Google, started a change in the line, emphasizing contextual advertising relevant, unobtrusive ads intended to help, rather than inundate, users. This has led to a plethora of similar efforts and an increasing trend of interactive advertising.

The percentage of advertising spending relative to GDP has changed little across large changes in the media. For example, in the U.S. in 1925, media advertising were the major newspapers, magazines, signs on streetcars, and outdoor signage. Advertising spending as a percentage of GDP was about 2.9 percent. In 1998, television and radio had become the means of advertising. However, advertising spending as a percentage of GDP was slightly lower-about 2.4 percent. [9]

A recent innovation is the advertising of "guerrilla marketing", which involve unusual approaches such as staging events in places public, raffle items such as cars that are covered with brand messages and interactive advertising where the viewer can respond to become part of the advertising message.Guerrilla advertising is becoming increasingly popular with a lot of companies. This type of advertising is unpredictable and innovative, which makes consumers to buy the product or idea. This reflects an increasing trend of interactive and "embedded" ads, and through product placement, with voting consumers through text messages, and a number of innovations using social networking services like MySpace.

[edit] Public Service Announcements

Advertising techniques that used to promote commercial products and services can be used to inform, educate and motivate the public about non-trade concerns such as HIV / AIDS, political ideology, energy conservation and deforestation.

Advertising, in its absence commercial appearance is a powerful educational tool capable of reaching and motivating large audiences. "Advertising justifies its existence when used in the public interest – Is too powerful tool that can only be used for commercial purposes. "- Howard Gossage attributed to David Ogilvy.

PSAs, no commercial advertising of public interest, cause marketing advertising and social marketing are different terms for the points (or from) the use sophisticated advertising and marketing communication techniques (usually associated with commercial enterprise) on behalf of non-commercial, public interest issues and initiatives.

In the U.S., licensing of television and radio by the FCC relies on the broadcasting station of a certain amount public service announcements. To meet these requirements, many radio stations in America air the bulk of its public service announcements required for night or early morning when the smallest percentage of viewers are watching, leaving more days and time slots available for the first commercial high – advertisers pay.

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 pictured above A bus with an advertisement for GAP in Singapore. Buses and other vehicles are popular media for advertisers. DBAG Class 101 with UNICEF ads at Ingolstadt main railway train

Virtually any medium can be used for advertising. Advertising in the commercial media can include wall paintings, billboards, components street furniture, printing flyers and information cards, radio, cinema and television ads, web banners, mobile phone screens, trolleys purchase web popups, skywriting, bus stop benches, human billboards, magazines, newspapers, town criers, sides of buses, banners attached or parts of aircraft ( "logojets"), in advertisements supporting flight trays or storage bins above, taxi doors, roof mounts and screens passenger, music shows, subway platforms and trains, elastic bands on disposable diapers, the doors of the bathroom posts, stickers on apples in supermarkets, shopping cart handles (grabertising), the first section of audio and video, posters, and the rear entrance to the event and the receipts from supermarkets. Any place an "identified" sponsor pays to deliver their message through a medium is advertising.

[edit] Television

Main Products: TV commercial and music in advertising

The TV commercial is generally considered more mass effective form of advertising available, as reflected in the networks of the high cost of TV airtime charge for the popular television business. The game annual Super Bowl football in the United States known as the biggest event on television advertising. The average cost of only thirty-second television during this game has come to the U.S. $ 3 million (from 2009).

Most television commercials offer a song or melody before listeners refer to the product.

Virtual advertising can be inserted into regular television programming through computer graphics. Usually introduced otherwise blank backdrops [10] or used to replace local billboards that are not relevant to the remote broadcast audience. [11] More controversial, virtual posters can be inserted at the bottom [12] where none exist in real life. Virtual product placement is also possible. [13] [14]

[edit] Infomercials

Main article: Infomercial

A long-form infomercial is commercial television, usually five minutes or more. The word "infomercial" is an acronym for the words "information" and "commercial". The main objective in a commercial is to create an impulse purchase, so that the consumer believes that the presentation and then immediately buys the product through the figure announced phone number Free or website. Infomercials describe, display and often demonstrate products and their characteristics, and typically have testimonials from consumers and professionals industry.

[edit] Radio advertising

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

Radio ads are emitted as radio waves into the air from a transmitter to an antenna and a thus to a receiving device. Airtime is purchased from a station or network in exchange for forward commercials. While radio has the obvious limitation of being restricted to sounds, proponents of radio advertising often cite this as an advantage.

[edit] Press advertising

Press advertising describes the printed media such as newspapers, magazines, or trade magazine. This covers everything from the media with a broad readership base, as a national newspaper or magazine, to more targeted media such as newspapers local and specialized magazines in very specialized. One form of advertising in the press is classified advertising, which allows individuals or companies to purchase a small highly targeted ad for a low advertising fee for a product or service.

[edit] Online advertising

Online advertising is a form of promotion using the Internet and World Wide Web for the express purpose of delivering marketing messages to attract customers. Examples of online advertising include contextual ads that appear in the pages of search engine results, banner ads, the text of ads, rich media ads, advertising on social networks online classified ads, advertising networks and e-mail marketing, including e-mail spam.

[edit] Billboard advertising

The Fences are large structures in public places display advertisements to the approval of pedestrians and motorists. Very often, are located on the main roads with a lot of passing motorists and pedestrians, however, can be placed anywhere with lots of spectators, as in public transport vehicles and in stations, in shopping malls or office buildings, and stadiums.

[edit] mobile billboards

The newspaper RedEye announced to their target market on North Avenue Beach with a sign sailboat on Lake Michigan.

Mobile Billboards are generally mounted on the vehicle fences or screens digital. These can be engaged only in vehicles built to carry advertisements along the routes of pre-selected by customers, can also be specially equipped trucks or, in some cases, large posters scattered from airplanes. The posters are bright, an enlightened being, and others who use light bulbs. Some displays are static sign, while others change, for example, continuously or periodically rotating among a set of ads.

Mobile Screens are used for various situations in metropolitan areas worldwide, including:

• Target advertising
• In one day, and campaigns Long-term
• Conventions
• Sporting Events
• The store openings and similar events to promote
• Large ads Smaller companies
• Other

[edit] In advertising the store

In-store advertising is placed in a retail store. It includes placing a product in conspicuous places in a tent like to eye level, at the ends of aisles and boxes nearby, shows striking promoting a specific product, and advertising in places such as shopping carts and on video screens in the store.

[edit] Advertising covert

Main article: Product placement

Surreptitious advertising, also known as guerilla advertising is when a product or brand is embedded in entertainment and media. For example, in a film, the main character can use an item or other brand determined, as in the movie Minority Report where Tom Cruise's character John Anderton owns a phone with the Nokia logo clearly written in the top corner, or his watch engraved with the Bulgari logo. Another example of advertising in film is in I, Robot, where the main character of played by Will Smith mentions his Converse shoes several times, calling them "classics," because the film is set in a distant future. I, Robot and Spaceballs also showcase futuristic cars with the Audi and Mercedes-Benz logos clearly in the front of vehicles. Cadillac chose to advertise in the movie The Matrix Reloaded, which as a result contained many scenes that were used the Cadillac. Similarly, product placement, Omega watches, Ford, Vaio, BMW and Aston Martin cars are featured in recent James Bond films, especially Casino Royale. In "Fantastic Four: Rise of the Silver Surfer", the main transport vehicle logo shows a large part of the Dodge. Front Blade Runner includes some of the more obvious product placement, the entire film pauses to show a sign of Coca-Cola.

[edit] Celebrities

Main Articles: Celebrity brand

This type of advertising focuses on the use of celebrity, fame, money, popularity of obtaining recognition of their products and promote specific stores or products. Marketers usually advertise their products, for example, when celebrities share their favorite products, or use of specific brands or clothing designers. Celebrities are often involved in advertising campaigns, as television commercials or print media to advertise products specific or general.

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

[edit] Media and approaches advertising

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

Advertising on the World Wide Web is a recent phenomenon. Prices based on Web advertising space are dependent on the "relevance" Site content of the surroundings and the traffic that site receives.

Digital communication is destined to become a mass medium importance due their ability to reach a wider audience for less money. Digital signage also offer the unique ability to see the target audience in their achievement in the middle. Technology advances also made it possible to control the message digital signature, with great precision, allowing messages to be of interest to the public target at any time and place to turn, get more response from advertising. Digital communications are being used successfully in supermarkets. [15] Another successful use of digital signage is the hospitality in places like restaurants [16]. and shopping centers [17].

E-mail advertising is another recent phenomenon. Unsolicited bulk e-mail advertising is known as "spam email. Spam has been a problem for email users for many years.

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

Unpaid Advertising (also called "public advertising") can provide good exposure at minimal cost. Personal recommendations ( "bring a friend", "sell"), spreading buzz, or achieving the feat of equating a brand with a common name (in the United States, "Xerox" = "photocopier" "Kleenex" = tissue, "Vaseline" = petroleum jelly, "Hoover" = vacuum cleaner, "Nintendo" (often used by people exposed for many video games) = video games, and "priest" = adhesive bandage) – these can be regarded as the top of any advertising campaign. However, some companies oppose the use of its brand name to label an object. Equating a brand with a common noun also risks turning that brand into a trademark genericized – making it a generic term which means that its legal protection as a trademark is lost.

As the mobile phone became the new media in 1998 when the first paid downloadable content appeared on mobile phones in Finland, which was only a matter of time until mobile advertising followed, also for the first time in Finland, in 2000. In 2007 the value of mobile advertising had reached 2.2 billion U.S. dollars and AdMob suppliers and delivered billions of mobile ads.

More advanced mobile ads include banner ads, coupons, Multimedia Messaging Service image and video messages, advergames and various marketing campaigns to compromise. A particular feature driving mobile ads is the code 2D bar that replaces the need for any typing of web addresses, and uses the camera feature of modern phones to access immediately to web content. The 83 percent of Japanese mobile phone users already are active users of 2D barcodes.

A new form of advertising which is growing rapidly is social network advertising. Who is online advertising with a focus on social networking sites. This is a relatively immature market, but has shown great promise as advertisers are able to take advantage of demographic information of the user has provided the social networking site. Friendertising is a more accurate term in advertising that people are able to direct advertisements to others, directly through social networking service.

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

Recently, there appeared a new concept of promotion, "ARvertising" advertising on Augmented Reality technology.

[edit] Criticism of advertising

While advertising can be seen as necessary for economic growth is not without social costs. Unsolicited commercial messages and other forms of spam have become so prevalent as to have become a major nuisance to users of these services and a financial burden on Internet service providers. [18] Advertising is increasingly invading public spaces such as schools, which critics say is a form of child exploitation. [19] Furthermore, advertising often uses psychological pressure (eg, appealing to feelings of failure) in consumer intent, which can be harmful.

[edit] Hyper-commercialism and commercial wave

The criticism of advertising is closely related to the criticism of the media and often interchangeable. They may relate to aspects of your audio-visual (eg crowding public spaces and radio waves), environmental (eg pollution, large packagings, the increase in consumption), political aspects (eg dependence on the media, freedom of expression, censorship), financial (expense), ethics / moral / social issues (eg subconscious influencing the invasion of privacy, increased consumption and waste, the target groups, some products, honesty) and, of course, a mixture thereof. Some aspects can be further 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 not move in the public sphere or the use of a medium without being advertised. Advertisement occupies public space increasingly invading the privacy of individuals, many of whom consider it a nuisance. "It is increasingly difficult to escape the publicity and the media. … Public space is becoming a giant billboard for the products of all kinds. The aesthetic and political consequences even can not be foreseen. "[20] Hanno Rauterberg in the German newspaper" Die Zeit calls for the publicity of a new kind of dictatorship can not escape. [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 machines in the garbage cans and countless other places. There are ads on beach sand and walls of bathrooms. "[22]" One of the ironies of advertising in our times is that with increasing commercialization, makes it much more difficult for any particular advertiser to succeed, therefore pushing the poster even more effort. "[23] Within a decade of radio advertising rose nearly 18 or 19 minutes per hour, on television in prime time until 1982 the standard was more than 9.5 minutes of advertising per hour, today is between 14 and 17 minutes. With the introduction of smaller 15-second total quantity of ads even more dramatic increase. The ads not only put in pauses, but also eg baseball broadcasts during the game itself. They flood the Internet, a market growing by leaps and bounds.

Other growing markets are the placement ''product''in entertainment programming and films where the practice has become standard and virtual advertising'','', where products get placed retroactively to rerun shows. Billboards products are virtually inserted in Major League Baseball and the emissions from the Similarly, virtual street banners or logos projected on a vault entry or sidewalks, for example, during the arrival of celebrities at the Grammy Awards in 2001. Advertising precedes the showing of films in cinemas including luxury 'shorts' produced by companies like Microsoft and DaimlerChrysler. "The older advertising agencies have begun to work vigorously to co-produce programming in relation to larger firms media "[24] the creation of infomercials like entertainment programs.

Opponents equate the increasing amount of publicity with a "tidal wave" and restrictions "prey" of the flood. Kalle Lasn, one of the harshest critics of advertising on the international scene, believes that advertising " the most frequent and mental toxic pollutants. From the moment the alarm sounds radio in the morning until late evening TV microjolts pollution commercial flood your brain at a rate of about 3,000 marketing messages per day. Every day an estimated twelve billion ads display, 3 million ad more than 200,000 radio and television commercials are dumped into the collective unconscious. "[25 North] In the course of her life watches U.S. average of three years of advertising on television [26].

More recent developments are the products that incorporate video games in its content, special trade channels in patient hospitals and public figures sporting temporary tattoos. Unrecognizable as a method of advertising is called marketing guerrilla''''que is spreading "buzz" about a new product in the target. Cash-strapped U.S. cities not backward to provide police cars advertising. [27] A trend, especially in Germany, the companies buying the names of sports stadiums. Football Volkspark Hamburg became the AOL Arena first and then the HSH Nordbank Arena. The Stuttgart Neckarstadion became the Mercedes-Benz Arena, Dortmund's Westfalenstadion, now is the Signal Iduna Park. The former Skydome in Toronto was renamed the Rogers Center. Other recent developments are, for example, that all underground stations in Berlin in chambers have been redesigned product and exclusively leased to a company. Düsseldorf even has "multisensory" adventure transit stops equipped with loudspeakers and systems that spread the odor of a detergent. Swatch projectors used to project messages on the television tower in Berlin and the Victory Column that was fined because it was done without a permit. The illegality was part of the promotion plan and added [21].

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

For the scientist and the media communication Manfred Knoche economist at the University of Salzburg, Austria, advertising is not simply a "necessary evil" but an "elixir of life necessary 'to the business of media, economics and capitalism as a whole. Advertising and economic interests of mass media to create ideology. Knoche describes the advertising of products and brands as "weapons of producers in the competition for customers and commercial advertising, for example, by the automotive industry as a means to collectively represent their interests against other groups, such as railway companies. In his editorials and opinion of programs in the media, consumer promotion in general, offer a "free" service for producers and sponsors of a "means of payment widely used in advertising. [29] Christopher Lasch argues that advertising leads to an overall increase of consumption in society," Advertising does not work much to advertise products as to promote consumption as a way of life. "[30]

[edit] Publicity and constitutional rights

Advertising is equated with the constitutionally guaranteed freedom of opinion and expression. [31] Therefore to criticize an advertisement or any attempt to restrict or prohibit the advertising is almost always considered as an attack on fundamental rights [citation needed] (the First Amendment in the U.S.) and meets the combined and concentrates the resilience of business and especially the advertising community. "At present or in the near future, any number of cases and goes to work their way through the judicial system seeking to prohibit any governmental regulation of … commercial speech (eg advertising or labeling of food) on the basis that such regulation would violate citizens 'and businesses' First Amendment rights to freedom of expression or press freedom. "[32] An example of this debate is the advertising of snuff or alcohol, but also direct mail or flyers (blocked mailboxes), advertising on the phone, online and advertising to children. Various legal restrictions on spam, advertising on mobile phones, compared with children, snuff, alcohol has been introduced by U.S., EU and other countries. Not only the business community resists the advertising restrictions. Advertising as a medium of free expression has been established firmly in Western society [citation needed]. McChesney said that the government deserves constant vigilance when it comes to such regulations, but certainly is not "the only anti-democratic force in our society. … corporations and the wealthy enjoy a power as great as that offered by the lords and royalty feudal "and" the markets are not value free or neutral, but not only tend to work on behalf of those who have more money, but also by their nature focus on profits above all else …. Therefore, the debate today is whether advertising or labeling of food, or contributions to the campaign speaks … whether the right to be protected by the First Amendment can only be effectively used for a fraction of the citizenry, and the exercise of these rights gives undue political power and weakens the balance of the public to exercise those rights and / or constitutional rights, it is not necessarily legitimate protected by the First Amendment. "Furthermore," those who have the ability to participate in the freedom of the press are able to determine who speaks to the great mass of citizens who can not. "[33] Critics argue in turn, the publicity that privacy is a constitutional right. Because on the one hand, the publicity from physical intimacy, on the other, is used increasingly relevant, information-based communication with the private data collected without the knowledge or consent of consumers or targeted groups.

For Georg Franck at Vienna University of Technology advertising is part of what he calls "capitalism mental ", [34] [35], having a term (mental), which has been used by stakeholders in the mental environment, such as Adbusters. Mixtures of Franck Economy "Care" with Christopher Lasch's culture of capitalism narcissm in mind: [36] In his essay "Advertising at the edge of the Apocalypse" Sut Jhally writes. "20 century advertising is the most powerful and sustained system of propaganda in human history and its cumulative cultural effects, unless quickly controlled, will destroy the world as we know [37].

[edit] The cost of care and the hidden costs

Advertising has become a multimillion dollar business in which many depend. In 2006 391 billion U.S. dollars was spent worldwide on advertising. In Germany, for example, the advertising industry represents 1.5% of gross national income, figures for other developed countries are similar. [edit] For Therefore, advertising and growth are directly and causally related. As a growth-based economy can be blamed for damaging human lifestyle (affluent society) The advertising has to be considered in this aspect in connection with its negative impact, as its main objective is to increase consumption. "The industry is accused of being one of the engines powering a convoluted economic system of mass production, which promotes consumption. "[38]

Attention and care have become a new product for which a developed market. "The amount of attention that is absorbed by the media and redistributed competition for fees and the scope is not identical to the amount of attention, which is available in society. The total amount circulating in the society is composed the attention of exchange between people, and the attention given to the media. Only the latter is homogenized by the quantitative measurement and only the latter acquires the character of a coin in anonymity. "[34] [35] According to Franck, any presentation surface that can guarantee a degree of attention as the works magnet for attention, for example, the media are really meant for information and entertainment, culture and the arts, public space and so is the attraction that is sold to the advertising company. The German Advertising Association said that in 2007 30.78 million was spent 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 advertising business. Revenues from Internet advertising nearly doubled to 1 billion euros from 2006 to 2007, giving the highest growth rates.

Spiegel Online reported that in the U.S. in 2008 for the first time more money was spent on Internet advertising (U.S. $ 105.3 million) that on TV (98.5 million U.S. dollars). The largest amount spent in 2008 was still in print (147 million U.S. dollars). [40] For that same year, Welt Online reported that the U.S. pharmaceutical industry spends almost double the amount on advertising (57.7 million) than it did in research ($ 31.5 million). But Marc-André Gagnon und Joel Lexchin of York University, Toronto, estimated that actual expenditures for advertising are greater Moreover, because not all posts are recorded by the research institutions. [41] Not including indirect advertising campaigns, such as sales, rebates and price reductions. Few consumers are aware of the fact that they are paying for every penny spent for public relations, advertising, sales, packaging etc., since they are typically included in the calculation of prices.

[edit] Influence and packaging

McDonald's advertising in Via di Propaganda Rome, Italy

The most important element of advertising is not information but the suggestion about making use of associations, emotions (appeal appeal to emotion) and inactive units in the sub-consciousness of people, such as sexual desire, herd instinct, desires, and as happiness, health, fitness, appearance, self esteem, reputation, membership, social status, identity, adventure, distraction, reward, fears (appeal appeal to fear), such as sickness, weakness, loneliness, need, uncertainty, security or prejudice, learned views and amenities. "All human needs, relationships, and fears – the depths of the human psyche – become mere means for the expansion of the universe of commodities in the force of modern marketing. With the rise to prominence of modern marketing, commercialism – the translation of human relations in business relations – While it is a phenomenon intrinsic to capitalism, has expanded exponentially. "[42] For related marketing" on the advertisers link their product to a social cause worthy has boomed over the last decade.

Advertising exploits the role model celebrities and popular figures and makes deliberate use of humor, and associations with the color, melodies, names of certain terms. Together, these are factors in how you perceive yourself and self-worth. In his description of "mental Franck capitalism," he says, "the promise of consumption to make someone irresistible is the ideal form of objects and symbols in subjective experience of a person. Obviously, in a society in which income of attention moves to the foreground, smoking was extracted from the self-esteem. As a result, consumption becomes in the "work" in the attraction of a person. From the subjective point of view, this "work" camps opening unexpected dimensions for advertising. Advertising takes the role of a councilor in attracting life. (…) The cult around the attraction itself is what Christopher Lasch described as "culture narcissism "." [35] [36]

To critics of advertising Another serious problem is that "the long notion of separation between advertising and editorial / creative aspects of the media quickly crumble and advertising is increasingly difficult to differentiate from news and information or entertainment. The boundaries between advertising and programming are becoming blurred. According to the companies of media of all this commercial involvement has no bearing on the actual content of the media, but as McChesney puts it, "this statement fails the test laughter, even more basic, that is so absurd. "[43]

The advertising is based "largely on the psychological theories about how create themes, allowing advertising and marketing to make a dye "more clearly psychological (Miller and Rose 1997, cited in Thrift, 1999, p. 67). Each Again, the emphasis in advertising has grown from providing "objective information" to the symbolic connotations of commodities, since the fundamental cultural premise of advertising is that the material object of the sale itself is never enough. Even the basics for the provision of needs most mundane of daily life must be imbued with symbolic qualities and culturally endowed meanings through the "magic system (Williams, 1980) of advertising. In this way, and to alter the context in which ads appear, things "you can do in the sense of" anything "" (McFall, 2002, p. 162) and the "same" things can be endowed with different meanings for different individuals and groups of individuals, offering mass produced visions individualism. "[1]

Prior to advertising, market research institutions have to know and accurately describe the target group in planning and implement the advertising campaign and to achieve the best possible results. A whole range of sciences directly related to advertising and marketing, or used to enhance its effects. Focus groups, psychologists and cultural anthropologists are'' 'de rigueur''' in research market "[44]. huge amounts of data about people and their buying habits are collected, accumulated, aggregated and analyzed with the help of credit cards, bonuses, raffles and monitoring the Internet. With increasing accuracy of this supply an image of behavior, desires and weaknesses in certain sectors of a population with the announcement that can be used more selectively and effectively. The advertising effectiveness is improved through the investigation of advertising. Universities, of course with the support of companies and in cooperation with other disciplines (previous article), mainly psychiatry, anthropology, neurology and behavioral sciences, are constantly seeking ways of becoming more refined, sophisticated, subtle and clever to make advertising more effective. "Neuromarketing is a field new issue of marketing which uses medical technologies such as functional magnetic resonance imaging (fMRI) – not to cure, but to sell products. Companies advertising and marketing have long used the ideas and research methods of psychology to sell products, of course. However, these practices today are reaching epidemic levels, and with the complicity of the psychological profession that exceeds that of the past. The result is a huge advertising and offensive marketing program that includes, without doubt the largest project ever undertaken individual psychological. However, this large enterprise is largely ignored by the American Psychological Association. "[45] Robert McChesney calls" the greatest concerted attempt at psychological manipulation in all of human history. "[46]

[edit] Dependence on media and corporate censorship

Almost all media are the media and advertising many are only the media and advertising, with the exception of public service broadcasting are privately owned. Their incomes are generated primarily through advertising, in the case of newspapers and magazines from 50 to 80%. Public service broadcasting in some countries also rely heavily on advertising as a source of income (up to 40%) [47]. According to critics of any media publicity which extends can be independent and the greater the proportion of advertising, the greater the dependency. This dependence has "different implications for the nature of the contents of the means …. In the business press, the media often refer to exactly how they present themselves in their moments of truth: as a branch of industry advertising. "[48]

In addition, private media are increasingly subject to mergers and concentration of ownership to situations often tangled and opaque. This development, Henry A. Giroux calls a "current threat to the democratic culture", [49] itself should be sufficient for all alarms sound in a democracy. five or six advertising agencies dominate the 400 billion U.S. $ worldwide industry.

"The Journalists have long faced pressure to shape stories to advertisers and owners of costume …. the vast majority of executives in the television station found their news departments 'cooperative' in shaping the news to help "non-traditional revenue development." [50] the negative reporting can prevent unwanted or biased when advertisers threatened to cancel orders or simply when no danger of cancellation this type. The dependence of media and becomes a very real threat when there is only one dominant large advertisers or very few. The influence of advertisers not only regarding news or information about their products or services, but extends to articles or programs that are not directly linked to they. In order to ensure their advertising revenue in the media for creating the best possible 'advertising environment. " Another issue considered by the Critics of censorship is the refusal of the media to accept ads that are not of interest. A notable example of this is the refusal of TV stations to transmit Adbusters ads. Groups try to place the ads and are rejected by the networks [51].

It is mainly dependent on the audience, which will decide the program on radio and television. "Your business is to absorb as much attention as possible. The rate of visualization of measures to care professions media to the information provided. The attraction of this service is sold to the advertising business "[35] and the ratings to determine the price which may be required to advertise.

"Advertising companies determine the content of the sample has been part of everyday life in U.S. since 1933. Procter & Gamble (P & G) …. radio station offers a history-making trade (now known as "barter"): the firm could produce a performance characteristic of "free" and save the radio station of the high cost of content production. Therefore, the company wants its ads expansion and, of course, their products placed on the show. Thus, the series "Ma Perkins was created, in which P & G cleverly used to promote Oxydo, the leading detergent brand in the years and the soap opera was born … "[52]

While critics basically concerned with the subtle economic influence in the media, there are also examples of blunt exercise of influence. U.S. The Chrysler Corporation before it merged with Daimler Benz had his agency, Pentacom sent a letter to numerous magazines, demanding to send a summary of all the issues before the next edition is published in "avoid potential conflicts. "Chrysler, in particular, wanted to know if there would be articles with" sexual, political or social content or could be seen as provocative or offensive. " Pentacom executive David Martin said: "Our motivation is that all those who seek a product of $ 22,000 would which is surrounded by positive things. There is nothing positive about an article on child pornography. "[52] In another example, the Network of U.S. held high level, off the record of meetings with advertisers in 2000 to read what kind of network programming content in order they wanted U.S. to get your advertising. "[53] TV programs are created to meet the needs of advertising, for example, divide them into appropriate sections. The drama is typically designed to end on hold or leave a question unanswered, to keep the viewer attached.

The movie system, in a timeout the direct influence of the wider marketing system is now fully integrated in it through strategies licensing tie-ins and product placement. The first function of many Hollywood movies today is assistance in selling the vast collection of products. [54] The press called 2002 Bond film "Die Another Day ', with 24 promotional partners a great ad-venture" and noted that James Bond "now was" to license to sell ' "As has become standard practice to place products in movies," has obvious implications for what kind of films attract product placement and what kind of films will therefore be more likely to be "[55].

Advertising and information are becoming increasingly difficult to distinguish from each other. "The borders between advertising and the media …. More and more blurred in August …. What Fischer, chairman of the Editorial Board of Axel Springer as a "proven association between the media and advertising business' critics as nothing more than the infiltration of journalistic duties and freedoms. "According to RTL-executive Helmut Thoma" private channels and you can not serve to any mission, but only the company's goal, which is the "acceptance by the advertising business and the spectator." Prioritization in that order, in reality says everything about the "design of private television." [52] Patrick Le Lay, former managing director of TF1, a private chain French television, with a market share of 25 to 35%, said: "There are many ways of talking about television. But from a business standpoint, let's be realistic: Basically, the work of TF1, for example, to help Coca-Cola to sell your product. (…) For an advertising message is perceived viewer's brain must be on our provision. The work of our programs is to make it available, ie to entertain, to relax and have him fit between the two messages. It's available time human brain that we sell to Coca Cola. "[56]

Because of these dependencies for a broad public debate on the fundamental and advertising and its influence on information and freedom of expression is difficult to obtain, at least by the usual means of communication channels, otherwise these are cutting the branch you are sitting. "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 "and" capitalism is out of bounds as a topic of legitimate debate in U.S. culture policy "[57].

One of the first base of the Structural Funds of U.S. journalism Upton Sinclair was with her novel The Brass Check in highlighting the influence of owners, advertisers, public relations, and economic interests on the media. In his book "Our Master's Voice – Advertisement" social ecologist James Rorty (1890-1973) wrote, "the gargoyle's mouth is a loudspeaker, driven by the interests of two billion dollars, and the reverse of that vested interests business as a whole, industry, finance. It is never silent, it drowns all other voices, and does not suffer reproach, because it is the voice of America? That is his claim and, to some extent is a just demand …"[ 58]

He taught us how to live, what to fear, which to be proud of, how to be beautiful, how to be loved, how to be envied, how to be successful .. No wonder that the American population tends increasingly to speak, think, feel, terms of the Jabberwocky? That the stimuli of art, science, religion, are progressively expelled to the periphery of American life to become values marginal cultivated by marginal people in marginal weather? "[59]

[edit] The commercialization of culture and sport

Performances, exhibitions, shows, concerts, conventions and most unlikely events can occur without sponsors. The arts and culture of the increasing lack buying the service of the attraction. Artists are classified and paid according to the value of his art for commercial purposes. Companies promote the featured artists, so get exclusive rights in global advertising campaigns. Broadway shows such as "recommended accessories La Bohème 'business as a whole [60].

Advertising itself is widely regarded as a contribution to culture. The advertising is part of fashion. In many pieces of clothing company logo is the design or only an important part of it. There is only little space left out of the consumer economy in which culture and art can be developed independently and where alternative values may be expressed. An important area past, universities, strong pressure by the opening of businesses and their interests [61].

Inflatable Billboard in front of a sports stadium

Competitive sports have become unthinkable without the sponsorship and there is a mutual dependency. High-income, advertising is only possible with a comparable number of viewers or readers. Moreover, the poor performance of a team or an athlete in the results less advertising revenue. Jürgen Huth, Hans-Jörg Stiehler speak of a 'sports / media complex, which is a complicated mix of media media, agencies, managers, promoters, sports, etc. with partially common advertising and partly divergent interests, but in any case, with interest common trade. The media is supposed to center stage as they can provide the other parties involved with a scarce resource, ie, (potential) of public attention. In sports, "the media are able to generate huge sales in both circulation and advertising." [62]

"The sports sponsorship industry is known for the snuff to be valuable publicity. An industry journal in 1994 described Snuff 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, children whose favorite sport was motor racing television had a 12.8% risk of becoming regular smokers compared with 7.0% of children who did not follow motor racing. "[63]

No ticket sales, but the transfer of rights, sponsorship and merchandising, meanwhile, are the major part of the sports associations and the income of a sports club with the IOC (International Olympic Committee), taking the lead. The influence of the media brought many changes in sports including the admission of new sports "trend" in the Olympics, the alteration of the distances of competition, changes in norms, animation viewers, changes in the sports facilities, the sports hero worship that quickly sets in advertising and Business entertainment value of their media [64] and last but not least, the naming and renaming of sports stadiums after large firms. "In sports setting on the logic of the media can contribute to the erosion of values such as equality of opportunity or of equity, to the excessive demands athletes through public pressure and multiple exploitation or cheating (doping, manipulation results …). It is in the interest of the media and sport to combat this danger, because the sports media can only work if the sport exists [64].

[edit] The occupation and the commercialization of public space

Visually perceptible Each place has a great potential for advertising. Especially in urban areas with its structures, but also in view of the landscapes through rates are becoming more and more media for advertising. Signs, posters, billboards, banners have become decisive factors in the urban aspect and the number is increasing. "Outdoor advertising has become inevitable. Traditional billboards and transit shelters have opened the way for more pervasive methods, such as vehicles involved, the sides of buildings, electronic signs, kiosks, taxis, billboards, sides of buses, and more. Digital technologies are used in buildings for sport "Which shows the city wall. In urban areas commercial content is placed before our eyes and in our consciousness every moment we are in the public space. The German newspaper "Zeit" called it a new kind of dictatorship can not escape. " [21] Over time, this domination of the surrounding has become the "natural" state. Through long-term commercial saturation, it was implicitly understood by the public that advertising has the right to own, occupy and control every inch of available space. The normalization constant of invasive advertising dulls the public's perception of its environment, re-enforcing a general attitude of powerlessness toward creativity and change, thus a cycle develops enabling advertisers to slowly and steadily increased saturation advertising with little or no public outcry. "[65]

The mass optical orientation toward changing the role of advertising spaces public that are used by the marks. City landmarks become brands. The increased pressure exerted on fame and highly frequented public spaces, which are also important to the identity of a city (eg, Piccadilly Circus, Times Square, Alexanderplatz). Urban spaces are public goods and in this capacity that are being "aesthetic environmental protection, mainly through building regulations, heritage protection and landscape protection. "It is in this capacity that these spaces are being privatized. They are dotted with signs and signals, was remodeled in the media for publicity." [34] [35]

[edit] Socio-cultural: sexism, discrimination and stereotyping

"Advertising has an" agenda adjustment function, which is the capacity, with large sums of money, to put the consumer as the sole item on the agenda. In the battle for a part of consciousness public, this amounts to no treatment (ignorant) of what is commercial and what is not advertised to. The advertising should reflect the norms of society and give clear the target market. Areas without commerce and advertising the service of the Muses and relaxation are still not respected. [Neutrality disputed] With increasing strength advertising is done at home in the private sector so that the voice level of trade becomes the dominant form of expression in society. "[66] critical Advertising see advertising as the principal in our culture. Sut Jhally and James Twitchell go beyond advertising as a kind of religion, and which replaces advertising, even religion as a key institution [67].

"The advertising business (or business circles) is the largest individual psychological project ever undertaken by mankind. Yet for all that, their impact on us remains unknown and largely ignored. When I think of the influence of the media over years, decades, I think of brainwashing experiments conducted by Dr. Ewen Cameron in a psychiatric hospital in Montreal in the 1950s (see the MKULTRA). The idea of CIA-sponsored "depatterning" experiments was to equip conscious, unconscious or semiconscious patients with headphones, and flooding their brains with thousands of repetitive driving "message that alter their behavior over time …. The advertising aims to do the same. "[25]

Advertising is particularly aimed at young people and children and increasingly reduced for young consumers. [49] For Sut Jhally is not "surprising that something so central and so spent on it should become a major presence in social life. Indeed, commercial interests intended to maximize consumption of the immense collection of commodities have colonized more and more space in our culture. For example, almost the entire media system (television and print) has been developed as a delivery system vendors, whose main function is to produce for public sale to advertisers. Both the advertising leading and the drafting issue that acts as a support for it, celebrate the consumer society. The movie system, once outside the influence Direct wider marketing system is now fully integrated in it through strategies licensing tie-ins and Placement product. The main function of many Hollywood movies today is helpful in selling the vast collection of products. As drain public funds from the non-market cultural, art galleries, museums and symphonies offer for corporate sponsorship. "[54] In the same way out is the education system and advertising is increasingly penetrating the schools and universities. Cities like New York, accepting sponsors for public playgrounds. "Even the Pope has been marketed … 4 The Pope's visit to Mexico in 1999 … was sponsored by Frito-Lay and PepsiCo. [68] The industry is accused of being one of the engines powering a convoluted economic system of mass production, which promotes consumption. With regard to the social concerns that no matter whether the fuel consumption of advertising, but that the values, patterns of behavior and allocations which means that it spreads. Advertising is accused of hijacking the language and pop culture media, protest movements and even subversive criticism and scandal and not shying away from breaking the taboo (eg Benetton). This, in turn, leads to combat action, Kalle Lasn in 2001 llamada''la interference of the Jammers Jam.'' Anything goes. "It's a social center, scientific matter what people can do to make proper design and conditions of great practical importance. For example, a large number of experimental psychology experiments, one can assume that the people can do to do everything they can, when according to social status can be created. "[69]

Advertising often uses stereotypes gender-specific roles of men and women reinforce existing clichés and has been criticized as "inadvertently or intentionally promote sexism, racism and ageism … At least, advertising often reinforces stereotypes by resorting to recognize the "types" in order to tell stories in one image or 30 frames per second time. "[38] The activities are presented as typical male or female (stereotypes). In addition people are reduced to their sexuality or equated with commodities and gender specific qualities are exaggerated. Sexual female bodies, but increasingly men, serve as receptors of the eyes. In advertising in general is a woman who is represented as

• Officials of men and children who react to demands and grievances of their loved ones with a bad conscience and the promise of immediate improvements (cleaning, maintenance)
• a toy of a sexual or emotional game for self-affirmation of men
• technically a being totally clueless (almost always men) who can only manage a child-resistant operation
• expert on women, but the stereotype of the fields of fashion, cosmetics, foods or most of medicine,
• as ultra-thin, thin, and very thin.
• doing ground work for others, for example, serve coffee while a reporter interview a politician [70]

Much of advertising deals with the promotion of products belonging to the "ideal body image." This is mainly directed towards women, and in the past, this type of advertising was limited almost exclusively to women. Women in ads are generally portrayed as beautiful women who are in good condition health. This, however, is not the case for the average woman. Therefore, give a negative message of body image of the average woman. Because of the media, the girls and women who are overweight, and otherwise "normal" I feel almost obligated to look after themselves and keep fit. They are high pressure to maintain acceptable body weight and their health care. The consequences of this are low self-esteem, eating disorders, self mutilation, and operations of beauty for women who simply do not dare to eat healthy or motivation for the gym. The European Parliament adopted a resolution in 2008 that the advertising should not be discriminatory and degrading. This demonstrates that politicians are increasingly concerned about the negative impacts of advertising. However, the benefits of promoting health and fitness, are often overlooked. Men are also portrayed negatively as incompetent and the butt of every joke in advertising.

[edit] Children and adolescents as target groups

Children's market, where resistance to advertising is weaker is the "pioneering ad creep." [71] "Children are among the most sophisticated observers of the ads. You can sing the jingles and identifying logos, and often have strong feelings about products. What in general do not understand, however, are the underlying issues of how advertising works. The media are not only used for sell products, but also ideas: how to behave, what rules are important, we must respect and what we value. "[72] The youth is increasingly further reduced to the role of a consumer. Not only the manufacturers of toys, candy, ice cream, breakfast food and sports goods prefer to target their promotion children and adolescents. For example, an ad for breakfast cereal in a canal aimed at adults will have the music that is a soft ballad, while in a canal aimed children, the same ad uses a catchy rock Jingle in the same way

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