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The Egyptians used the papyrus for sales messages and posters. advertising and political campaign displays have been found in the ruins of Pompeii and ancient Arabia. Matching advertising on papyrus was common in ancient Greece and ancient Rome. mural or advertising commercial rock is another manifestation of an ancient form of advertising, which is present today in many parts Asia, Africa and South America. The tradition of painting murals dating from India cave dating from 4000 BC C. [4]. History tells us that on the home and advertising billboards are the oldest forms of advertising.

As people and cities of the Middle Ages began to grow, and the general population could not read the signs now say shoemaker, miller, blacksmith, tailor or would use a image associated his job as a beginning, a dress, a hat, a watch, a diamond, a horseshoe, a candle or even a bag of flour. Fruits and vegetables were sold in the City Square from the back of trucks and carts and their owners use called street (peddlers) to announce their comings and goings for the convenience of customers.

Post that education has become an apparent need and reading as well as printing, advertising point expanded to include handbills. Century 17 ads began to appear in weekly newspapers in England. These advertisements printed at the beginning were used mainly to promote books and newspapers, which became increasingly affordable with advances in printing, and drugs which are increasingly sought after disease ravaged Europe. However, false advertising and the so-called "quack" advertisements became a problem, which ushered in the regulation of advertising content.

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

In June 1836, the French daily La Presse was the first to include paid advertising in its pages, allowing you to lower prices, more its readership and increase its profitability and the formula was quickly copied by all titles. Around 1840, Volney Palmer established a precedent agencies Advertising in Boston. [5] For the same time, in France, Charles-Louis Havas agency has expanded its news services, Havas advertising include brokerage, What is the first French group to organize. Initially, organizations were agents of the advertising space in newspapers. NW Ayer & Son is the first service agency to assume full responsibility for the content of advertising. NW Ayer opened in 1869, and was in Philadelphia [5].

A 1895 ad for a product weight gain.

At the turn of the century, there were few career choices of women in business, however, Advertising was one of the few. Because women were responsible for most purchases made at home, advertisers and agencies have recognized the value of the intuition of women in the creative process. In fact, advertising U.S. first use a sexual sell was created by a woman - a product of soap. Although grown under current standards, the advertisement featured a couple with the message "The skin you love to play" [6].

In the 1920s, radio stations were first established by radio equipment manufacturers and retailers offer programs in order to sell more radios to consumers. Over time, many non-profit organizations and to create their own stations radio, and included: schools, clubs and civic groups. [7] In the practice of sponsoring programs became popular, each program is usually sponsored radio person by a single company for a brief mention of the name of the company at the beginning and end of shows sponsored. However, owners of the station radio soon discovered they could earn more money by selling sponsorship rights for small assignments to companies across multiple programs radio stations, rather than selling the sponsorship rights to single businesses per show.

A printed version of the notice of the issue Encyclopedia Britannica 1913

This practice was carried on television in the 1940s and early 1950s. A fierce battle took place between those who seek to sell the radio and people who claim that the spectrum should be considered as part of the House of Commons - to be used only for non-commercial and public good. The United Kingdom is a model of public financing for the BBC, originally a private company, the British Broadcasting Company, incorporated as a public Royal Charter in 1927. In Canada, advocates like Graham Spry also managed to convince the federal government to adopt a model of public financing, strengthening the Company Radio-Canada. However, the United States, the capitalist model imposed with the approval of the Communications Act of 1934, which established the Commission FCC. [7] To placate the socialists, the U.S. Congress held commercial broadcasters to operate in the public interest, convenience and necessity. " [8] The public service that exists today in the U.S. because of the 1967 law on public broadcasting that led to public service broadcasting and National Public Radio.

In the 1950s, the Dumont Television Network began the modern trend of selling advertisement time to multiple sponsors. Previously, Dumont had trouble finding sponsors for many of their programs and compensated by selling smaller blocks of advertising time to several businesses. This term has become the industry standard for commercial television in the United States. However, it remained a common practice for single sponsor shows, including United States Steel Hour. In some cases, the authors exercised great control over the content of the sample - up to and including having a advertising agency actually writing the show. The single sponsor model is much less prevalent now, a notable exception is the Hall of Fame Hallmark.

The 1960s saw advertising transform into a modern approach in which creativity was allowed to shine, producing unexpected messages that made advertisements more tempting to the eyes of consumers. The advertising campaign for Volkswagen, with titles like "Think Small" and "Lemon" (Which is 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 mind reader or the viewer. This period of American advertising is called creative revolution and its archetype was William Bernbach who helped create the revolutionary Volkswagen ads among others. Some dates the most creative advertising and longtime America at this time.

The 1980s and early 1990s saw the introduction of cable television and particularly MTV. A pioneer of the concept of music videos, MTV launches a new type of advertising: the consumer tunes in advertising, rather than a byproduct or afterthought. In the cable TV and satellite became more and most common channels emerged, including channels entirely devoted to advertising, such as QVC, Home Shopping Network, ShopTV and Canada.

Marketing through the Internet has opened new frontiers for advertisers and contributed to the dotcom boom of the 1990s. Companies operating in over all advertising revenue, offering everything from coupons to free Internet access. At the turn of the 21st century, a number of websites including search engines Google, started a new line with a focus on contextual advertising relevant ads, discreet to help rather than overwhelm the users. This led to a plethora of similar initiatives and increasing trend of interactive advertising.

The proportion of advertising expenditure relative to GDP has changed little major change in the media. For example, the United States in 1925, advertising in major media have been newspapers, magazines, signs on streetcars, and outdoor advertising. Advertising expenditures as a percentage of GDP was approximately 2.9 percent. In 1998, television and radio had become major advertising medium. However, advertising spending as a percentage of GDP has been slightly lower, about 2.4 percent. [9]

A recent innovation is the advertising "Guerilla Marketing", which involve unusual approaches such as step meetings in public places, giveaways of products such as cars that are covered by brand messages and advertising interactive where the audience can respond to become part of the advertising message.Guerrilla advertising is increasingly popular with a large number of companies. This type of advertising is unpredictable and innovative, which makes consumers buy the product or idea. This reflects a growing trend of interactive and "embedded" advertisements, and product placement, consumers are voting via text messages and a number of innovations through social networking services as MySpace.

[Edit advertising audience]

The same procedure was used advertising techniques to promote products and services trade can be used to inform, educate and motivate the public on non-trade issues such as HIV / AIDS, energy conservation, political ideology, and deforestation.

Advertising, in its non-commercial version, is a powerful educational tool capable of reaching and motivate the general public. "The Advertising justifies its existence when used in the public interest - is too powerful a tool for use solely for commercial purposes. "- Attributed to Howard Gossage by David Ogilvy.

PSAs, advertising noncommercial the public service advertising, cause marketing and social marketing are different terms (or aspects of) the use of advertising and marketing of sophisticated communications (generally associated with commercial enterprise) on behalf of non-trade issues public initiatives.

In the U.S., the licensing of radio and television by the FCC is subject to a certain station number of PSAs. To meet these needs, several radio stations in America air the bulk of their services requires public announcements during the night or early morning when the smallest percentage of viewers watching, leaving more time slots and days of time the first commercially available for high-paying advertisers.

PSAs peaked during two 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 advertising, that directional man pictured above bus advertisement for GAP in Singapore. Buses and other vehicles are popular media for advertisers. A DBAG Class 101 with UNICEF ads at Ingolstadt main railway station

Almost any environment can be used for advertising. advertising in commercial media can include wall paintings, panels, furniture parts Urbain, brochures and cards of support, radio, film and television, banners, mobile telephone screens, carts, web popups, skywriting, bus benches, signage rights, magazines, newspapers, town criers, sides of buses, banners attached or aircraft parts (Logojets "), advertising on in-flight tray tables or overhead compartments backup storage, taxi doors, roof mounts and passenger screens, musical, subway platforms and trains, elastic bands on disposable diapers, stalls door bathroom, the stickers on apples in supermarkets, shopping cart handles (grabertising), the first section of the audio and video, posters, and the back of tickets for events and supermarket revenues. Any place an "identified" sponsor pays to deliver their message through a medium is advertising.

[Edit] TV

Main products: TV commercial and music in advertising

The TV spot is generally considered as market size market mass advertising, as evidenced by the network pricing High Quality burden TV commercials television during popular events. The annual football game of the Super Bowl in the United States is known as the festival of the most important advertising television. The average cost of a TV spot thirty-second in this game alone has reached U.S. $ 3 million (in 2009).

Most Television commercials have a song or jingle that listeners soon relate to the product.

Virtual advertising may be inserted the regular television programming through computer graphics. Usually inserted into otherwise blank backdrops [10] or to replace billboards premises which are not relevant to the public media remote. [11] More controversially, virtual billboards may be inserted to [12 Netherlands], where none exist in real life. Virtual product placement is also possible. [13] [14]

[Infomercials Edit]

Main article: Infomercial

An infomercial is a television commercial long-term, usually five minutes or more. The word "infomercial" is a portmanteau of the words "information" and "commercial". The main objective in an infomercial is to create a purchase pulse, so that the consumer believes that the presentation and immediately purchase the product via the telephone Toll announced and the website. Infomercials describe, display and often demonstrate products and their characteristics, and generally have evidence consumers and industry professionals.

[Edit] on the radio

Radio advertising is a form of advertising through radio.

radio waves radio ads are emitted into the air from a transmitter to an antenna and a receiver in this way a device. Time air is purchased from a station or network in exchange for advertisements broadcast. While radio has the obvious weakness of just sounds, the defenders of Radio advertising often cite this as an advantage.

[Edit] Advertising Media

Press advertising described in print advertising such as newspapers, magazines or journals. This covers everything from the press with a large audience base, as a major newspapers and national magazines, the most tightly focused as local newspapers and periodicals on specialized topics. A form of advertising in press classified advertising, which allows individuals or private companies for the purchase of an advertisement, either specifically for low levels of advertising for a product or a service.

[Edit] Online advertising

Online advertising is a form of promotion uses the Internet and World Wide Web for the express purpose of providing marketing messages to attract customers. Examples of online advertising Contextual Ads on the results pages of search engine, banner ads, text ads, rich media advertisements, advertising, social networks, online classifieds, advertising networks and e-mail marketing, including spam e-mail.

[Edit] billboard

Billboards are large structures in public places to display advertisements approval of pedestrians and motorists. Often are located on main roads with lots of vehicle and pedestrian passage, however, can be placed anywhere with a large number of spectators, as in public transport vehicles and in stations, in shopping centers or office buildings, and stadiums.

[Edit ad] panel mobile

The RedEye newspaper advertising to your target market on the North Avenue Beach with a boat display on the lake Michigan.

movable panels are usually installed in a vehicle or fences digital displays. These can be in dedicated vehicles built to carry advertisements along the routes of pre-selected by customers, can also be equipped truck or, in some cases, large posters scattered throughout the aircraft. The fences were lit, and some are backlit, and other which use lights. Some cartel screens are static, while other changes, for example, continuously or periodically rotating among a set of ads.

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

• the Advertising target
• In one day, and long term campaigns
• Conventions
• Sporting Events
• opening shops and other promotional events
• Great advertising for small businesses
• Other

[Edit Stores Advertising]

in-store advertising is an advertisement placed in a retail store. It involves placing a product in locations far seen in a store, such as eye height, the ends of aisles and counters near the area, said the removal of a product promotion specific, and advertising in places such as shopping carts and video screens in stores.

[Edit] Surreptitious advertising

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 element or another of a particular brand, like in the movie Minority Report where Tom Cruise character John Anderton owns a phone with the Nokia logo clearly written on top, 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 Converse shoes several times, which described as "classical" because the film is set in the distant future. I, Robot and Spaceballs also present some futuristic cars with the Audi and Mercedes-Benz logos clearly displayed on the front of vehicles. Cadillac chose to advertise in the movie The Matrix Reloaded, the sequel contains many scenes in which Cadillac cars were used. Also, look at the product placement Omega, Ford, Vaio, BMW and Aston Martin are featured in recent James Bond film "Casino Royale" in particular. In "Fantastic Four: Rise of the Silver Surfer ", the main transport vehicle shows great Dodge logo on the front. Blade Runner has some of the investment product most obvious while the film stops to display a poster for Coca-Cola.

[Edit Celebrities]

Main article: Celebrity Brand

This type of advertising focuses on the use of the power of celebrity, fame, money, popularity obtain recognition of their products and some stores in the promotion or product. Advertisers tend to advertise their products, for example, when celebrities share their favorite products or specific brands of clothing and designers. Celebrities are often involved in advertising campaigns such as television or print ads to publicize specific products or general.

Using celebrities in support of a brand can have its drawbacks, however. An error of a celebrity can be bad for public relations of a mark. For example, after execution of eight gold medals at the 2008 Olympics in Beijing, China, the swimmer Michael Phelps contract with Kellogg's has been closed like Kellogg's would not be associated with him smoking marijuana after being photographed.

[Edit] media and approaches advertisement

Whenever In addition, other media are overtaking many "traditional" media such as television, radio and newspapers due to a change for the consumer using the Internet for news and music devices such as computers and recording digital video (DVR) like TiVo.

The advertising on the World Wide Web is a recent phenomenon. Advertising prices based on the Web depends importance "of web content and traffic around the site.

digital communication is becoming an important means of communication because of its ability to reach a larger audience for less money. Digital communications also provide a unique opportunity to see the target audience is reached middle. Advances in technology also helped to control the message digital signature, with great precision, allowing messages to be relevant to the target audience of each and when to turn, you get more response from advertising. digital communication is used successfully in supermarkets. [15] Another successful use of digital signature entertainment in public places such as restaurants [16]. and shopping centers [17].

Advertising E-mail is another recent phenomenon. unsolicited bulk e-mail advertising is known as "e-mail spam." Spam is a problem for email users for 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 about the effectiveness of subliminal advertising (see mind control), and the pervasiveness of mass messages (see propaganda).

Unpaid advertising (called as "advertising advertising") can provide good exposure at minimal cost. Personal recommendations ("bring a friend," "sell ") Spreading rumors, or achieving the feat of tying it up with a common name (in the United States," Xerox "=" photocopier " "Kleenex" tissues = "Vaseline" = petroleum jelly, "Hoover" = vacuum cleaner, "Nintendo" (often used by people exposed many video games) = video games, and "Band-Aid" = adhesive bandage) - They may be regarded as the pinnacle of any advertising campaign. Without However, some companies oppose the use of its mark to identify an object. Equating a brand with a name joint venture also make this brand genericized brand - into a generic term which means that its legal protection as a trademark is lost.

As the mobile phone has become a new medium in 1998 when the first paid downloadable content appeared on mobile phones in Finland, was only a matter of time until mobile advertising followed, also for the first time in Finland in 2000. For 2007, the value mobile advertising totaled $ 2.2 billion, providers and billions of AdMob mobile ads.

More advanced mobile ads include banner ads, coupons, MMS picture messaging and video services, advergames and various engagement marketing campaigns. A particular characteristic of the driving mobile ads is the 2D Barcode, which replaces the need to make a seizure of Web addresses, and use the camera Cell modern instant access to Web content. 83 per cent of Japanese mobile phone users already are active users of codes 2D bar.

A new form of advertising that is growing rapidly is social network advertising. It's online advertising by emphasizing on social networking sites. It is a relatively immature market, but has shown promising results that advertisers are able to enjoy demographic information of the user has provided the social networking site. Friendertising is advertising more precise term that people are able to lead others directly by the 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 commercial break together. The CW pioneered" content wraps "and some products presented were Herbal Essences, Crest, Guitar Hero II, CoverGirl, and recently Toyota.

Recently, there appeared a new concept of promotion, "ARvertising" advertising technologies on augmented reality.

[Edit] Review Advertising

Although advertising can be regarded as necessary for economic growth is not without social cost. Unsolicited Commercial Email and other forms of spam have become so frequent that have become a major nuisance to users of these services, in addition to being a financial burden for providers Internet services. [18] Advertising is increasingly invading public spaces such as schools, which some critics argue is a form of exploitation of children. [19] In addition, advertising often uses psychological pressure (eg, appeal to feelings of powerlessness) in the consumer goes, can be harmful.

Wave [Edit] Hyper-commercialism and tides

The criticism of advertising is closely related to Media criticism and often interchangeable. You can refer to aspects of audio-visual (eg, saturating the public sphere and radio), the aspects environmental (eg, pollution, packaging size, the increase in consumption), political aspects (eg, dependence on the media communication, freedom of expression, censorship), (expenses), ethical and moral / social issues (for example, that the influence of sub-conscious, Consumer invasion of privacy, increase waste, target groups, some products, honesty) and, course, a mixture thereof. Some aspects can be subdivided and some may cover more than one category.

As advertising is increasingly prevalent in modern Western societies is increasingly criticized. A person can barely move in the public sphere or use half without advertising. Advertising occupies the public space and each again invaded the privacy of individuals, many of consider a nuisance. "It is increasingly difficult to escape the publicity and the media. ... The public space has become a giant billboard products of all kinds. The aesthetic and political consequences can not yet foresee. "[20] Hanno Rauterberg in the German newspaper" Die Zeit calls for advertising a new type of dictatorship that we can not escape. [21]

Ad creep: "It ads in schools, fairs airport, doctors' offices, cinemas, hospitals, gas stations, elevators, convenience stores, the Internet, on fruit, ATMs at the garbage cans and countless other places. There are ads on a sandy beach and the walls of bathrooms. [22] "One of the ironies advertising of our time is that with the growing commercialization, making it much harder for an individual advertiser to succeed Therefore, even pushing Poster greatest efforts. [23] In a decade in radio advertising is about 18 or 19 minutes per hour, hour star TV standard until 1982, there were more than 9.5 minutes of advertising per hour, is now between 14 and 17 minutes. With the introduction of the shortest 15 seconds, the total area ads even more dramatic increase. Ads are placed not only in the pauses, but also for example emissions baseball during the game itself. It is flooding the Internet, a market growing by leaps and bounds.

Other growth markets are investment the''product''in entertainment programming and movies where it became common practice and advertising virtual''''donde products arrive retroactively shows rerun. products billboards are virtually inserted into the Major League Baseball broadcasts of the same manner, flags or insignia of the virtual street is projected onto an entrance pavilion or on the sidewalks, for example when the arrival of celebrities Grammy Awards in 2001. Advertising precedes the screening of films in cinemas, including films sumptuous "produced by companies like Microsoft and DaimlerChrysler. "The biggest advertising agencies began to work hard to co-produce programs with large companies media [24], the creation of entertainment as infomercials.

Opponents equate the growing volume of advertising in a tidal wave and restrictions with "prey" of the flooding. Lasn, one of the most outspoken critics of advertising on the international scene, believes that advertising "the most frequent mental toxic pollutants. Once your alarm goes off in the morning in the wee hours of microjolts TV late at night the flood of pollution commercial in his brain at a rate of about 3,000 marketing messages per day. Every day, twelve billion estimated display ads, 3 million radio spots and more than 200,000 TV commercials are dumped into the collective unconscious of North America [25]. During his life, the American Average hits three-year advertising on television [26].

More recent developments are the games that incorporate products in content channels special patient numbers in hospitals and commercial sports fans tattoos. Unrecognizable as a method of advertising is llamada''''marketing guerrilla spread buzz about a new product in the target. U.S. cities cash-strapped car does not return to provide the police advertising. [27] A trend, especially in Germany, the companies buying the names of stadiums. Hamburg Football Stadium Volkspark first became AOL-Arena and the SAS Nordbank Arena. The Neckarstadion Stuttgart became the Mercedes-Benz Arena, Dortmund Westphalia is now the Signal Iduna Park. The former SkyDome in Toronto was renamed the Centre Rogers. Other recent developments are, for example, that all subway stations in Berlin rooms have been redesigned product and only leased to a company. Düsseldorf same "transit multi-sensory" adventure ends with high odor and Extended Systems detergent. Swatch uses spotlights to project messages on the TV tower Berlin Victory Column, which was fined because he was made without authorization. Illegality was part of the promotion system and added [21].

We all know that the standard of corporate governance that advertising is a mainstay, if not "the" pillar of growth-oriented capitalist economy free. "Advertising is part of the bone marrow of corporate capitalism. [28] "The contemporary capitalism could not function and global production networks could not exist as they do without advertising. [1]

For the scientific communication and media Manfred Knoche economist at the University of Salzburg, Austria, Advertising is not merely a "necessary evil" but "a necessary elixir for life" to the media business, economics and capitalism as a whole. The advertising and mass media interest in the creation of economic ideology. Knoche described Product and brand advertising as the "producer of arms in the competition for customers and commercial advertising, for example, the automotive industry, as a means to represent their collective interests against other groups, such as railway companies. In its editorials and opinion on the program media promotion of consumers, in general, provide a "free" services to producers and authors of a "widely used by payment "in advertising. [29] Christopher Lasch argued that advertising increases overall consumption in society, "the advertising does not serve as advertising products to promote consumption as a way of life. "[30]

Rights [Edit] Publicity and constitutional

Advertising is about freedom guaranteed by the Constitution of opinion and expression. [31] Therefore, to criticize an advertisement or any attempt to restrict or prohibit the advertising is almost always considered an attack on fundamental rights [edit] (first Amendment to the U.S.) and meets resistance combined and concentrated in society and especially the advertising community. "Today or in the near future, a number of cases and fight their way through the judicial system to prohibit any governmental regulation of ... commercial speech (Eg, advertising or labeling of food) on the basis that the Regulations on citizens and companies violate the rights of First Amendment to freedom of expression or freedom of the press. [32] An example of this debate is the advertising of tobacco or alcohol, but also direct mail or leaflets (covered mailboxes), advertising on the phone, internet and advertising for children. Several legal restrictions Spam, advertising on mobile phones, compared to children, snuff, alcohol has been established by the United States, the EU and other countries. Not only the business community resists the restriction of advertising. Advertising as a medium for free expression has been firmly established in the citation [Company West Required]. McChesney argues that the government deserves constant vigilance in For these regulations, but certainly not "the only anti-democratic forces in our society. ... The companies and the rich enjoy power almost as great as that enjoyed by the lords and royalty of feudal times "and" markets are not without value or neutral, not only tend to work on behalf of people with more money, but also by their nature focus on profit over everything else .... Therefore, Today, the debate is whether advertising or labeling of food, or contributions to the campaign speech ... if the right to be protected by the First Amendment can be effective only serve a fraction of all citizens, and the exercise of these rights gives too much power and policy compromises the ability of balancing the public to exercise those rights and / or constitutional rights, it is not necessarily legitimate are protected by the First Amendment. "Moreover," those who have the ability to participate in the freedom of the press is able to determine who talk to the great mass of citizens who can not. "[33] Critics in turn, argue that advertising invades privacy is a constitutional right. Because, first, advertising physically privacy of the other, use each more relevant communication based on information with private data assembled without the knowledge or consent of consumers or targeted groups.

For Georg Franck University Technology Vienna advertising is part of what he calls "mental capital" [34] [35], a term (mental) was used by groups linked to the mental environment, like Adbusters. Franck mixed economy of care "to the culture of Christopher Lasch narcissm in capitalism mental [36] In his essay "Advertising at the Edge of the Apocalypse," Sut Jhally says. "20 century advertising is the strongest and sustained propaganda of human history and its cumulative cultural effects, unless quickly checked, will be responsible for the destruction of the world we know [37].

[Edit] care costs and hidden costs

Advertising has become a multi-billion dollar which many depend. In 2006 391 billion dollars have been spent worldwide on advertising. In Germany, for example, the advertising industry represents 1.5% Gross national income, figures for other developed countries are similar. [Edit] Accordingly, advertising and growth are linked direct causal. On the growth of the economy can be blamed for the dangerous form of human life (affluence) Advertising should be considered in this regard in terms of its negative impact, since their main objective is to increase consumption. "The industry is accused of being a driving force of a complex economic system of mass production, which promotes consumption. [38]

The attention and care has become a new product for a developed market. "The amount of attention that is absorbed by the media and distributed in the competition for fees and the scope is not the same amount of attention, which is available in society. The total amount outstanding in the company is composed of individuals exchanged between care and attention to information by the media. Only the latter is homogenized by the quantitative measurement and that it assumes the character of an anonymous piece. "[34] [35] According to Franck, the whole display area that can guarantee a level of care that works captivated the attention, for example, media that are actually intended to information and entertainment, culture and the arts, public space is so attractive that sells advertising company. The German advertising in 2007 revealed that 30.78 billion 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 advertising sector. Revenue from Internet advertising doubled to nearly 1 billion euros from 2006 to 2007, giving the highest growth rate.

Spiegel Online has reported that in the United States in 2008 for the first Once the money is spent more on Internet advertising (U.S. $ 105.3 million) on television (98.5 million). Amount largest in 2008 was still devoted to print (U.S. $ 147 million). [40] For the same year, Welt Online has reported that the pharmaceutical industry United States spent nearly twice the amount of advertising (57.7 million) than it did in the research ($ 31.5 million). However, Marc-Andre Gagnon und Joel Lexchin, York University, Toronto, estimates that the actual expenditures for advertising are even greater, because all entries are recorded by the research institutions. [41] Excluding indirect advertising campaigns, such as sales, discounts and price reductions. Few consumers are aware that they pay for every penny spent on public relations, advertising, discounts, packages, etc., that normally be included in price calculation.

[Edit Influence] and air

The advertising of McDonald's in the Via di Propaganda, Rome, Italy

The most important element of advertising is not information but the use of suggestion about making associations, emotions (appeal to emotion) and inactive units in the sub-consciousness of people, such as sexual desire, the herd instinct, desires, as happiness, health, fitness, appearance, self-esteem, reputation, membership, social status, identity, of adventure, fun, reward, fear (fear appeals), such as illness, weakness, loneliness, poverty, uncertainty, safety or prejudice, learned views and amenities. "All human needs, relationships, and fears - the depths of the psyche human - is a simple medium for the expansion of the universe of commodities under the pressure of modern marketing. With the rise of modern marketing, mercantilism - the translation of human relations in trade - even a phenomenon intrinsic to capitalism, has increased exponentially. "[42 cause marketing]" in which advertisers link their products with a noble social cause has grown over the last decade.

Advertising exploits celebrity or popular characters and makes deliberate use of humor as well as partnerships with color, melodies the names of certain terms. In total, these are factors of how we are perceived and self-esteem. In his description of capitalism mental "Frank said, "Promise to make irresistible consumption is the ideal way of objects and symbols in the subjective experience of a person. Obviously, in a society where income is ahead of the attention, the consumer is drawn to the self-esteem. Consequently, the consumer becomes a "Job" the lure of a person. From the subjective point of view, this "work" broadens the scope of unexpected dimensions of advertising. Advertisement assumes the role of an advisor to life on appeal. (...) The cult around an attraction is what Christopher Lasch describes "The culture of narcissism. "[35] [36]

For the critics of advertising Another serious problem is that "the concept of long separation between advertising and editorial / Creative side of media is the rapid collapse "and advertising is increasingly difficult to differentiate between news, information or entertainment. the boundaries between advertising and programming fade. In accordance with the commercial media companies such participation has no influence on the actual content of the media, but as McChesney says, "this statement can not pass the test, even laugh the most basic it's so absurd. "[43]

Advertising draws "heavily on psychological theories on how to create themes, which allows advertising and marketing to take a "lighter shade psychological" (Miller and Rose, 1997, cited in Thrift, 1999, p. 67). Increasingly, emphasis on increased publicity to provide "facts" information to the symbolic connotations of commodities, because the fundamental premise cultural advertising is that the material in the sale is not sufficient in itself. Even goods that provides the daily necessities of daily life must be imbued with symbolic qualities and cultural meanings through the system of "magic (Williams, 1980) of advertising. In this way, and changing the context in which ads appear, things "you can do in the sense of" almost all "(McFall, 2002, p. 162) and "even" things can be endowed with different meanings for different people and groups of individuals, offering mass visions of individualism. [1]

Before the advertisement is made, the market research agencies need to understand and describe group to plan and implement exactly the advertising campaign and get the best results possible. A full set of science directly through advertising and marketing, or used to enhance its effects. Focus groups, psychologists and cultural anthropologists son'''''de rigorous market research "[44]. A large amount of data on individuals and their buying habits are collected, accumulated, aggregated and analyzed using credit cards, bonus cards, contests and online surveys. With this increase Precision provides an overview of behavioral desires and weaknesses of certain sectors of a population in which notice may be used more selectively and effectively. Efficiency Advertising is enhanced by the publicity-seeking. Universities, of course, with corporate support and cooperation with other disciplines (S. above), particularly psychiatry, anthropology, neurology and behavioral sciences, are in constant search of ever more refined methods, sophisticated, subtle and crafty to make advertising more effective. "Neuromarketing is a controversial area of commercialization of new medical technologies which uses as functional magnetic resonance imaging (fMRI) - not to heal but to sell products. Advertising and marketing companies have long used the ideas and research methods of psychology in order to sell products, of course. But today, these practices are to achieve epidemic levels, and with the complicity of some psychology profession that exceeds that of the past. The result is a big advertising and program Marketing includes the attack, without a doubt the largest project ever undertaken individual psychological. However, this large enterprise is still ignored by the American Psychological Association. [45] Robert McChesney calls "the greatest concerted effort of psychological manipulation in all human history. "[46]

[Edit] The dependence of media and corporate censorship

Almost all media is media advertising and many of them are exclusively media and advertising, with the exception of broadcasting utilities are privately owned. Your Income is generated primarily through advertising in newspapers and magazines, where 50 to 80%. public service broadcasting in some countries may also count a lot on advertising as a source of income (40%) [47]. According to media criticism that propagates without advertising can be an independent and greater proportion of advertising, more dependence. This dependence has "different implications for the nature of media content in the press .... business, the media often refer to exactly the way they present in their moments of frankness as a branch of industry advertising. [48]

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

"Journalists have long suffered pressures in the form of stories for advertisers and owners of a suit .... the vast majority of senior television news services have found their "cooperation" in the development of new help for the "development of non-traditional revenue." [50] reports negative and unwanted can be avoided or when advertisers threatened to cancel orders or simply when there no danger of such cancellation. Media and dependence as a threat becomes real when there is a single dominant or very few major advertisers. Influence advertisers not only with regard to the news or information about their own products or services, but extends to articles or programs that are not directly related to them. In order to secure advertising revenue in the media should create an environment of advertising in the best conditions. Another problem seen by critics Censorship is the refusal of the media not to accept ads that are not of interest. A notable example is the refusal of Adbusters broadcasters transmit notice. Groups trying to advertise and are rejected by the networks [51].

Especially the assessments to decide the issue on radio and television. "Your company is to absorb as much attention as possible. The rate measures to see attention media offices for the information provided. The service of this attraction is sold to the advertising company [35] and the ratings determine the price that may be the demand for advertising.

"The advertising companies to determine the content of shows is part of daily life in the U.S. since 1933. Procter & Gamble (P & G) .... proposes a commercial radio station that makes history (now known as "barter"): the company could produce a program itself "free" and save the radio station of the high cost of content production. Therefore, society wants to expand its advertising and, of course, their products placed on the show. Thus, the series "My Perkins has been created by P & G oxydol cleverly used to promote the brand leader in detergents and soaps years born ... [52]

While critics mainly worry about the pervasive influence of economics in the media, Roma are also examples of the exercise of influence. The U.S. Chrysler company, before its merger with Daimler-Benz had its headquarters Pentacom, send a letter of many magazines, asking to be sent, an overview of all issues before the next edition is published in "to avoid potential conflicts. Chrysler importantly, I wanted to know if there were items by sexual political or social "or that the content could be seen as provocative or offensive. Pentacom Executive David Martin said:" Our argument is that research individual products for $ 22,000 would surrounded by positive things. There is nothing positive about an article on child pornography. [52] In another example, "USA Network held high-level, off the record" meetings "with advertisers in 2000 to tell them what type of content network the programming they wanted with the U.S. for advertising. [53] The television programs are created to meet the needs of advertising For example, divide them into appropriate sections. His theater is generally designed to stop waiting or leave a question unanswered to keep the viewer attached.

The home theater system at a time outside the direct influence of the entire marketing system is fully integrated into strategies for licensing tie-ins and product placement. The primary function of many Hollywood movies today is to assist in the sale of the immense collection of commodities. [54] The press has called the 2002 film Bond "Die Another Day" with 24 partners key to promoting a company ad-'y said that James Bond was "fully licensed" As is now standard practice to place products in movies, "has obvious implications for such films to attract investment products and what kind of films will be more likely to be done "[55].

The publicity and information are increasingly difficult to distinguish from each other. "The borders between advertising and the media .... They are becoming increasingly blurred in August .... I Fischer, chairman of the board of directors of the company Axel Springer as Editorial "association demonstrated between the media and advertising companies, which critics as nothing more than infiltration rights and journalistic freedoms. "According RTL-executive Helmut Thoma "private channels can not and will not serve any mission, but the only goal of the company is" acceptance the world of advertising and viewer. Setting priorities in order, is said to "design programs" TV private. [52] by 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 to talk about television. But from a business perspective, let's be realistic: basically, TF1 work For example, Coca-Cola to help sell your product. (...) For an advertisement to be perceived viewer's brain must be at our disposal. Work of our programs is to make available, that is to entertain, relax and be ready between the two messages. It is time available to sell the human brain Coca-Cola. [56]

Because of these dependencies a wide public and critical debate on advertising and its influence on information and Freedom of expression is difficult to obtain, at least through traditional media, if it cut the branch on which they sit. "The idea based commercial media, journalism and communication could have troubling implications for democracy is outside the range of legitimate debate And "capitalism is out of bounds as a subject of legitimate debate in the United States culture politics" [57].

The first critics of the basic structure of American journalism was with Upton Sinclair's novel The Brass Check, which includes the influence of owners, advertisers, relationships public and economic interests of media. In his book "Our Master's Voice - Advertising" social ecologist James Rorty (1890-1973) wrote: "The mouth of the gargoyle is a loudspeaker, driven by the vested interests of an industry that moves two billion dollars, and back that the interests of the whole enterprise, industry, finance. It is never silent, it drowns all other voices, and does not suffer reproach, because it is the voice American? It is his application and, to some extent is a fair claim ..."[ 58]

He taught us to live, fear, what must be proud, how to be beautiful, how to love, how to be envied, how to succeed .. No wonder the American public tends more and more talk, think and feel in terms of Jabberwocky? That the service of art, science and religion, are progressively expelled to the periphery of the American life become marginal values, cultivated by marginal people in marginal time? "[59]

[Edit] The marketing of Culture and Sport

Performances, exhibitions, shows, concerts, conventions and events can hardly take place without sponsorship. The Arts and culture's increasing absence they purchase the service from the attraction. Artists are ranked and paid according to the value of his art for commercial purposes. Companies promoting leading artists, therefore, obtain exclusive rights in the global advertising campaigns. Shows Broadway as "outstanding commercial support La Boheme" as [60 total].

Advertising itself is widely regarded as a contribution to culture. Advertising is an integrated fashion. In many parts of the company logo is the design of clothing or just part important one. There is very little space away from the consumer economy, where culture and art can be developed independent and alternative, where values can be expressed. A final important area universities, a strong pressure to open for business and their interests [61].

inflatable panel before a sports stadium

Competitive sports have become unthinkable without the sponsorship and there is a mutual dependence. advertising revenue is possible with a comparable number of viewers or readers. On the other hand, poor performance a team or an athlete on the results of advertising revenues less. Jürgen Hans-Jörg Huth and Stiehl speak of a "Sports / Media Complex is a complex mixture of media, agencies, managers, promoters, sports, advertising, etc., with partly common and partly interest divergent, but in any case with commercial interests. The media center allegedly scenario because it can provide to other parties, with a scarce resource, namely, (potential) public attention. In sports "media are able to generate huge sales in both in circulation and advertising. [62]

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

It is not to sell tickets, but the broadcasting rights, sponsorship and merchandising, in turn, constitute the majority of sports associations and sports club revenues with the IOC (International Olympic Committee) to the head. Influence Media made many changes in sports, including the entry of new sports trend "in the Olympic Games, changing the distance competition, changes in rules, the animation of the spectators, the changes of sports facilities, sports hero worship decompose rapidly in advertising and entertainment media for its value [64] and last but not least, the naming and renaming stadiums after companies. "As part of Sport on the logic of the media can contribute to the erosion of values such as equality of opportunity or fairness, to excessive demand on athletes by public pressure and operating doping and cheating multiple (, manipulation of results ...). It is in media interest in sport and to fight against this danger because the sports media can work as long as there is a sport [64].

[Edit] Employment and commercialization of public space

Visually perceptible Each place has a great potential for advertising. Especially in areas urban, with its structures, but also because of the scenery through rates are increasingly the media for publicity. Signs, posters, signs, banners have become key factors in the development in urban areas and their number continues to increase. "Outdoor advertising has become unavoidable. Traditional billboards and bus shelters have opened the way for more widespread methods, such as the vehicles involved, the sides of buildings, electronic signs, kiosks, taxis, posters, bus side, and more. Digital technologies are used in buildings for Sport "urban sample of the wall. In urban areas commercial content is placed in our eyes, and in our consciousness every moment we are in space public. The German press, "Zeit" called a new type of dictatorship that can not escape. "[21] Over time, this domination of the surrounding area became the "natural". Thanks to the long term commercial saturation, it has become implicitly understood by the public that advertising has the right to possess, to occupy and control every inch of available space. Normalization constant intrusive advertising dulls the public's perception of their environment, re-execution of a general attitude of powerlessness to creativity and change, which develops cycle allow advertisers to slowly and steadily increasing saturation of advertising with little public outcry or not. [65]

Orientation changes the prospect of massive publicity about the role of public spaces that are used by brands. urban landmarks become brands. The greatest pressure is About exercised popularity and busy public spaces are also important for the identity of a city (eg, Piccadilly Circus, Times Square, Alexanderplatz). Urban areas are public property and in this regard the ability to "protect the aesthetic environment, primarily through building regulations, protection of heritage and landscape protection. "It is for this reason that these spaces are being privatized. They are dotted with posters and signs, was remodeled in the media for publicity. "[34] [35]

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

"Advertising has the function of an adjustment program" which is the capacity, with large sums of money to the consumer in a single point on the agenda. In the battle for a share of public education, which is equivalent the absence of treatment (ignorance) of any non-commercial and what is not advertised. Advertising should be a reflection of societal norms and give a clear target market. Areas without commerce and advertising service muses and relaxation are meaningless. [Neutrality disputed] With the increase of the strength of advertising fits in the private sector so that the level of voice commerce becomes the dominant form of expression society. [66] Critics of advertising see advertising as a leading light in our culture. Sut Jhally and James Twitchell go beyond advertising as a kind of religion and advertising, which replaces the same religion as a key institution [67].

"The business circles advertising business (or) is the largest project ever undertaken by the race's psychological man. But so far, its impact is still unknown and we greatly ignored. When I think of the influence of the media for decades, I think the brainwashing experiments conducted by Dr. Ewen Cameron, a hospital Psychiatric Montreal in the 1950s (see MKULTRA). The idea of the CIA-sponsored the "deprogramming" experience has been to equip conscious, unconscious or semi problems with the headphones, and flooding their brains with thousands of repetitive "driving" posts which might alter their behavior in time .... Advertising aims to do the same. [25]

Advertising is targeted particularly at young and children and reduced for younger and younger consumers. [49] Sut Jhally is not "surprising that something so central and so it has been spent must become a presence in social life. Indeed, commercial interests intended to maximize the use of the extensive collection of products base have increasingly colonized areas of our culture. For example, almost all the media system (television and newspapers) has been developed as a delivery system for sellers, whose main function is to produce for sale to the public for advertisers. Both publicity and the issue of formulating which acts as a support for her to celebrate the consumer society. The home theater system at a time outside the direct influence of the system wider market, is now fully integrated into strategies for licensing tie-ins and product placement. The function of many leading Hollywood movies today is to help the sale of the immense collection of commodities. Given that public funds should go to art galleries Cultural non-commercial, museums and symphonies offer corporate sponsorship. "[54] In the same way the system is education and advertising is becoming more pervasive in schools and universities. Cities like New York, accepting sponsors for land public play. "Even the pope has been sold ... The Pope visited 4 days in Mexico in 1999 ... was sponsored by Frito-Lay and Pepsi. [68] The industry is accused of being one of the driving force of a complex economic system of mass production, which promotes consumption. Regarding the social impact of advertising does not matter if the fuel consumption, but the values and behavior patterns of assignments which means that spreads. Advertising is accused of misuse of language and popular culture media, protests and even subversive criticism and hesitation not scandal and break taboos (eg, Benetton). This tour urges action against him in 2001 llamado''Jamming Lasn La''Jammers Jam. Everything is permitted. "This is a central issue in social sciences what people can do in terms of appropriate design and size practice. For example, a large number of experiments in experimental psychology can be assumed that people can do to make what they are able, where Social status can be created. "[69]

Advertising often uses stereotypes gender roles of men and women are reinforced stereotypes and has been criticized as "inadvertently or intentionally to promote sexism, racism, age discrimination and ... At least, advertising often reinforces stereotypes on the basis of recognition of "types" of telling stories in a single image or 30 images per second time. [38] The activities are represented as male or female stereotypes (stereotypes). In addition, people are reduced to their sexuality or similar products and qualities of each sex are exaggerated. Men sexualized female bodies, but also increasingly used as substitutes. In advertising, it is usually a woman who was represented as

• servants, men and children who respond to requests and complaints of their relatives with a bad conscience and promise of immediate improvement (washing, Food)
• Toy emotional or sex for the affirmation of men
• a completely disoriented (almost always men) who can manage an operation of the test children
• woman of experience, but the stereotype of the field of fashion, cosmetics, foods or medications again
• as ultra thin and elegant, and very thin.
• do substantive work for others, for example, serve coffee, while a journalist interviews a politician [70]

Much of the advertising opportunities with the promotion of products is the ideal body image. This is mainly geared toward women, and in the past, this type of advertising was directed almost exclusively to women. Women in advertising generally presented as the beautiful women who are healthy. This, however, is not for the average woman. Therefore, since Message negative image of their body of the average woman. Because the media, girls and women who are overweight, and otherwise "normal" I feel almost obligated to take care of themselves and keep fit. They are high pressure to maintain an acceptable weight and take care of your health. Consequences for this are low self-esteem, eating disorders, self-mutilation, and the operations of beauty for women and we decided do not eat well or have the motivation to go to the gym. The parliament of the EU adopted a resolution in 2008 that advertising can not be discriminatory degrading. This shows that politicians are increasingly concerned about the negative publicity. However, the benefits of health promotion and Fitness is often overlooked. Men are also a negative image as incompetent and the butt of every joke in the advertising.

[Edit] Children and adolescents as target groups

The market for children, where resistance is lower advertising, is the pioneer "For the ad creep." [71] "Children are among the most sophisticated observers advertisements. They can sing the jingles and logos identifying, and often have ideas about products. What we generally do not understand, however, are the issues behind the advertising works how. The media are not only used to sell products, but also ideas: how to behave, what rules are important, we must respect and that we should value. [72] The youth is increasingly reduced to the role of a consumer. Not only manufacturers toys, candy, ice cream, breakfast foods and sporting goods prefer to target their promotion to children and adolescents. For example, an advertisement for a cereal breakfast in a canal aimed at adults have music that is a sweet ballad, while in a channel for children, the same ad using a catchy jingle rock the same way

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Hyperborea, The Pineal Gland, and The Spear of Destiny