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Advertising and branding in society

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CSU Fullerton

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  1. Definition of advertising.
  2. History of advertising.
  3. Components of advertising.
    1. Information component.
    2. Entertainment factor.
    3. Persuasion.
  4. Presenting and advertisement.
  5. Advertising and the American public.
  6. Brand image.
  7. Conclusion.

While there is debate about the effectiveness of advertising in society, few can escape the reach of advertising in everyday life. In one day at Dominican University, we witness the effects of brand names and advertising in many forms. Upon walking through the doors of Caleruega, the television mounted on the wall introduces the newest cereal from General Mills. The newspaper left on the ground informs me of a sale this weekend at Macy's. The oligopoly of soda is represented in two rows of soft drinks. At the table, word of mouth presents information about the new Apple ipods. The Cingular logo says hello as I make a call after eating. After preparing for class, I delete an email from EBay regarding the new top ten presents for the approaching Christmas season. Aquafina reminds me to ?drink more water? as I re-cap the bottle and head to class. My morning had just begun, and already 7 sources of advertising and branding had reached me.

[...] As our society turns more and more to materialism, people want more and more products, and feel they need to have them in order to fit in with the rest of society (Vivian, p. 294-295). In order to figure out what advertisements to place where, and what type of audience to target, advertisers use demographics, geodemographics, and psychographics. Demographics are characteristics of groups within a population which can include gender, age, and political affiliations. This is useful to advertisers so they know what their audience is likely to favor, and who is going to need more persuasion to convince them to buy a certain product. [...]

[...] Some interest groups feel that advertisers should be taxed, because the space ads take in society is a nuisance. The state of Florida tried to enact such a requirement in 1987, but it was repealed after 6 months because of the large-scale loss on commercial interest (Wikipedia). While advertising spots frequently promote their product using means of subjective statements, regulation is supposed to prevent outright lies. Occasionally campaigns will be banned, if the materials deemed inappropriate for the audience likely to be receiving the medium. [...]

[...] The invention of moveable type by Johannes Gutenberg in the 1440s, allowed mass production of the printed word, and thus made advertising to the masses possible. There were flyers first, and then came newspaper and magazine advertisements. William Caxton, a British printer, promoted his book with the first printed advertisement in 1468. The first advertisement was published in the Boston News-Letter by Joseph Campbell in 1704; it was a notice from someone wanting to sell a Long Island estate. When technology was able to produce high-speed presses in the 1800s, advertisers used the larger audiences created by these machines to expand markets (Vivian, p. [...]

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