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Egyptians used papyrus to make sales messages and posters. The advertising 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 painting Rock commercial advertising is another manifestation of an old form of advertising that is present today in many parts of Asia, Africa and South America. The tradition of wall painting can be traced back to Indian rock paintings dating from 4000 BC. [4] History tells us that out-of-home "And billboards are the oldest forms of advertising.

As cities and towns of the Middle Ages began to grow, and the general population was unable to read signs that say today shoemaker, miller, blacksmith, tailor, or use an image associated with their profession, as a boot, a suit, a hat, a clock, a diamond, a horse shoe, a candle or even a bag of flour. Fruits and vegetables were sold in the Square city on the backs of cars and wagons and their proprietors used street callers (town criers) to announce their comings and goings for the convenience of customers.

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

As the economy grew during the 19th century, advertising increased in parallel. In the United States, the success of this advertising format eventually led to the growth of advertising control electronics.

In June 1836, the French newspaper 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 precedent for agencies Advertising in Boston. [5] Around the same time, in France, Charles-Louis Havas extended the services of his news agency, Havas to include brokerage advertising, making it the first French group to organize. Initially, firms were brokers for advertisement space in newspapers. NW Ayer & His was the first full-service agency to assume responsibility for advertising content. NW Ayer opened in 1869, and was located Philadelphia [5].

A 1895 advertisement for a product to gain weight.

At the turn of the century there were few career choices for women business, but advertising has been one of the few. Since women were responsible for most purchases in their household, advertisers and agencies recognized the value in the intuition of women during 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 featured a couple with the message "The skin you love to touch" [6].

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

A print ad from the 1913 issue of the Encyclopædia Britannica

This practice has been postponed to the television in the 1940s and early 1950s. A fierce battle was fought between those seeking to commercialize radio and people who argued that the spectrum should be considered part of the commons – to be used exclusively for non-commercial for the public good. The United States has sought a model of public funding for the BBC, originally a private company, the British Broadcasting Company, but incorporated as a public body by Royal Charter in 1927. In Canada, advocates like Graham Spry was also able to convince the federal government to adopt a model of public financing, the creation of the Canadian Broadcasting Corporation. However, the United States, the capitalist model prevailed with the passage the Communications Act of 1934 which created the Federal Communications Commission [7]. To placate the socialists, the U.S. Congress did require commercial broadcasters to operate in the "public interest, convenience and necessity." [8] Public broadcasting exists today the United States because of the 1967 Public Broadcasting Act that led to public service broadcasting and the National Public Radio.

In the early 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 eventually became the standard for the industry commercial television in the United States. However, it is still common practice to have single sponsor shows, such as time United States Steel. In some cases, the sponsors exercised great control over the content of the show – up to and including the advertising agency whose writing makes the show. The single sponsor model is much less prevalent now, a notable exception being the Hallmark Hall of Fame.

The 1960s saw advertising into a modern approach in which creativity was allowed to shine, producing unexpected messages that made advertisements more tempting to the eyes consumers. The Volkswagen ad campaign featuring headlines such as "Think Small" and "Lemon" (which were used for 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 specific aspect of the reader or viewer's mind. 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 of the most creative and long date dates of American advertising in this period.

The late 1980s and early 1990s saw the introduction of television cable, especially MTV. Pioneering the concept of the music video, MTV has launched a new type of advertising: the consumer in the air the advertisement, rather than as a byproduct or afterthought. As cable and satellite television became increasingly prevalent, the chains specialized emerged, including channels entirely devoted to advertising, such as QVC, Home Shopping Network, and ShopTV Canada.

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

The share of advertising spending relative to GDP has changed little across large changes in the media. For example, the United States in 1925, the carriers advertisements were newspapers, magazines, signs on streetcars and posters outside. Advertising expenditures as a share of GDP was about 2.9 per cent. In 1998, television and radio had become advertising in major media. However, advertising expenditure as a share of GDP was slightly lower by about 2.4 percent. [9]

A recent advertising innovation is "guerrilla marketing, which involve unusual approaches such as staged encounters in public places, gift products such as cars that are covered by messages brand, and interactive advertising where the viewer can respond to some of the advertising message.Guerrilla advertising is becoming increasingly popular with many companies. This type of advertising is unpredictable and innovative, so that customers buy the product or idea. This reflects a growing trend Interactive content and "embedded" ads, such as via product placement, having consumers vote through text messages, and various innovations using the social network services like MySpace.

[edit] Public Service Advertising

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

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

Advertising utilities, non-commercial advertising, the public interest, marketing, advertising cause and social marketing are different terms for the aspects (or) the use of advertising and sophisticated marketing communication (usually associated with commercial enterprise) on behalf of non-trade issues of interest public initiatives.

In the U.S., licensing of television and radio by the FCC is subject to the broadcasting station a certain amount of public service advertising. To meet these requirements, many broadcast stations in America air the bulk of their service necessary public announcements during the late evening or early morning when the smallest percentage of viewers watching, leaving more day and slots prime time commercial are available for high-paying advertisers.

Public service advertising reached its height during the 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 of advertising, as with this Human directional pictured above on a bus with an advertisement for GAP in Singapore. Buses and other vehicles are popular mediums for advertisers. A DBAG Class 101 with UNICEF ads at Ingolstadt main railway station

Virtually any device can be used for advertising. Commercial advertising media can include wall paintings, billboards, the street furniture components, printed flyers and rack cards, radio, cinema and television ads, web banners, mobile telephone screens, shopping carts, web popups, skywriting, bus stop benches, billboards rights, magazines, newspapers, town criers, sides of buses, streamers attached to the aircraft or on the sides ( "logojets"), the in-flight advertisements on the tables seatback tray or storage bins Overhead, taxi doors, roof mounts and passenger screens, musical shows, subway platforms and trains, elastic bands on disposable diapers, the doors of stalls bathroom, stickers on apples in supermarkets, shopping cart handles (grabertising), the opening section streaming audio and video, posters and the backs of event tickets and supermarket receipts. A place of "identified" sponsor pays to deliver their message through a medium is advertising.

[edit] Television

Main Articles: TV Advertising and music in advertising

The TV commercial is generally considered the most effective mass-market advertising format, as evidenced by the television networks by high prices for the cost of commercial airtime during popular events of the television. The annual Super Bowl football game in the United States is known as the event's most prominent advertising on television. The cost through a single thirty-second TV spot during this game has reached U.S. $ 3 million (in 2009).

The majority of television commercials, have a song or jingle that listeners soon relate to the product.

May insert virtual advertisements in television programming regularly by computer graphics. It is usually inserted in different backdrops in white [10] or used to replace local billboards which are not relevant for public dissemination at a distance. [11] More controversially, virtual billboards in May included in the bottom [12] where none exist in real life. Virtual product placement is also possible. [13] [14]

[edit] Infomercials

Main article: Infomercial

An infomercial is a long format commercial television, 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 an impulse buy, so that consumer sees the presentation and then immediately buys the product through the advertised toll-free telephone number fresh or website. Infomercials describe, display, and often demonstrate products and their characteristics, and typically have evidence of consumers and industry professionals.

[edit] Radio Advertising

Radio advertising is a form of advertising via the media radio.

Radio advertisements are broadcast as radio waves to look like a sender to a receiver antenna and thus a device. Airtime is purchased from a station or network in exchange for broadcast advertisements. While radio has the limitation obviously be limited to sound, proponents of radio advertising often cite this as an advantage.

[edit] Press advertising

Advertising in the press describes advertising in printed media, as a newspaper, magazine or trade journal. This includes everything from media with a broad-based readership, as a national newspaper or magazine, on more narrowly targeted media such as newspapers and magazines on specialized topics. A form of advertising in the press classified advertising, which allows individuals or companies to purchase a small, small tightly focused for a small fee for advertising a product or a service.

[edit] Online advertising

Advertising online is a form of promotion that uses the Internet and World Wide Web in the stated aim of delivering marketing messages to attract customers. Examples of advertising online: contextual ads that appear on results pages of search engine, banner ads, in text ads, commercials rich media, social network advertising, classified advertising online, advertising networks and marketing by e-mail, including unsolicited email.

[edit] Billboard Advertising

Billboards are large structures located in public places that display advertisements to pedestrians and passing motorists. Most often, they are located on major roads with plenty of passing motor traffic and pedestrians, but they can be placed in any location with plenty of viewers, such as vehicles of mass transit and at stations, in shopping centers or office buildings, and stadiums.

[edit] Mobile billboards

The newspaper announced RedEye to its target market at North Avenue Beach with a billboard boat on Lake Michigan.

Mobile Billboards are generally vehicle-mounted panels or digital displays. They can be vehicle constructed solely dedicated to the achievement of advertisements along routes selected in advance by customers, they can also be specially equipped trucks of goods or, in some cases, large banners scattered from planes. The billboards are often started, some of which are backlit, and others use projectors. Some displays are static, while other changes, for example, continuously or periodically rotating among a set ad.

Mobile displays are used for various situations in metropolitan areas around the world, including:

• Target Advertising
• On one day, and long term campaigns
• Conventions
• Sporting Events
• Store openings and other promotional events
• Great advertising for small businesses
• Other

[edit] In the in-store advertising

The in-store advertising is advertising placed in a retail store. It includes the placement of a produced in visible locations in a store, for example at eye level at the end of aisles and counters near the cash and catchy poster promoting a specific product, and advertising in places such as shopping carts and displays in-store video.

[edit] Advertising illegal

Main article: Product placement

Covert advertising, also known as advertising guerrilla is when a product or brand is embedded in entertainment and media. For example, in a film, the main character can use an object, a specific brand, like in the movie Minority Report where Tom Cruise's character John Anderton owns a phone with the Nokia logo clearly written in the upper, or his watch engraved with the Bulgari logo. Another example of advertising in film is in I, Robot, where the main character played by Will Smith mentions his Converse shoes several times, calling them "classics," because the film takes place in the distant future. I, Robot and Spaceballs also showcase futuristic cars with the Audi and Mercedes-Benz logos clearly displayed on the front. Cadillac chose to advertise in the movie The Matrix Reloaded, which, because many scenes contained in which Cadillac cars were used. Similarly, product placement for Omega Watches, Ford, Vaio, BMW and Aston Martin cars are featured in the latest James Bond films, especially Casino Royale. In "Fantastic Four: Rise Of The Silver Surfer", the main transport vehicle shows a large logo on the Dodge. Front Blade Runner has some of the more obvious product placement, while the film stops to watch a Coca-Cola billboard.

[edit] Celebrities

Main article: Celebrity branding

This type of advertising using Energy focuses on celebrity, fame, money, popularity to recognize and promote their specific products stores or products. Advertisers often advertise their products, for example, when celebrities share their favorite products, or wear clothing brands and designers. Celebrities are often involved in advertising campaigns such as television or advertisements for promoting specific products or general.

The use of celebrities to endorse a brand can have its drawbacks, however. An error by a celebrity can be detrimental to the public relations of a mark. For example, following his performance of eight gold medals Olympic Games 2008 in Beijing, China, swimmer Michael Phelps Kellogg's contract was terminated, as Kellogg's does not want to join with him after he was photographed smoking marijuana.

[edit] Media and advertising approaches

Increasingly, other media are overtaking many "traditional" media such as television, radio and newspapers due to shift to consumer use of the Internet for news and music as well as devices like digital video recorders (DVRs) like TiVo.

Advertising on the World Wide Web is a recent phenomenon. Prices of Web-based advertising space are dependent on the "appropriateness" of web content and surrounding the traffic the site receives.

Digital signage is becoming a major mass media because of its ability to achieve larger audience for less money. Digital signage also offer a unique opportunity to see the audience, where they are met by the community. Technology advances also helped to control the message on the digital display with great precision, allowing messages to be relevant to the public target at any time and place given, which in turn gets more response advertising. Digital Signage is used successfully in supermarkets. [15] Another successful use of digital signage is welcome in public places such as restaurants [16]. and shopping malls [17].

E-mail advertising is another recent phenomenon. E-advertising mass unsolicited mail is known as "e-mail unsolicited. Spam is 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 about the effectiveness of subliminal advertising (see control spirit), and the pervasiveness of mass messages (see propaganda).

Unpaid advertising (also called "a campaign advertising ") can provide good exposure at minimal cost. personal recommendations (" bring a friend "," sell "), Buzz spreading, or achieving the feat to equate a brand with a common name (in the United States, "Xerox" = "photocopier", "Kleenex" = Tissue, "Vaseline" = petroleum jelly, "Hoover" = vacuum cleaner, "Nintendo" (often used by those who are exposed to many games video) games =, and "Band-Aid" = adhesive bandage) – They may be regarded as the pinnacle of any advertising campaign. However, some companies oppose the use of their brand name to label an object. Equating a brand with a common noun also risks turning which mark genericized trademark – turning it into a generic term which means that its legal protection as a trademark is lost.

As the phone Mobile has become a new mass 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 launched in Finland in 2000. In 2007, the value of mobile advertising had reached 2.2 billion dollars and providers such as AdMob delivered billions of mobile ads.

More advanced mobile ads include banner ads, coupons, Multimedia Messaging Service photos and video messages, advergames and various engagement campaigns marketing. A particular feature driving mobile ads is the 2D Barcode, which replaces the need for any typing of web addresses, and uses the camera phone modern for immediate access to Web content. 83 per cent of mobile phone users in Japan are already active users of 2D barcodes.

A new form of advertising that is growing rapidly is social network advertising. It's online advertising with an emphasis on networking sites Social. This is a relatively immature market, but he showed great promise as advertisers are able to take advantage of information population, the user has provided the social networking site. Friendertising is a more precise term in advertising where people are able to campaigns Direct advertising to others using the direct service social network.

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

Recently, there appeared a notion new promotion, "ARvertising" advertising technologies of Augmented Reality.

[edit] Critique of Advertising

Although advertising can be regarded as necessary for economic growth, it is not without social costs. Commercial Unsolicited email and other forms of spam have become so widespread as to have become a major nuisance to users these services, as well as being a financial burden for ISPs. [18] Advertising is increasingly invading public spaces, as schools, which some critics argue is a form of child exploitation. [19] In addition, advertisements often use psychological pressure (eg, by appealing to feelings of inadequacy) on the target consumer, which may be harmful.

[edit] Hyper-commercialism and the wave Tide Commercial

The criticism of advertising is closely related to media criticism and often interchangeable. They may refer to audio-visual (eg clutter the public space and air), environmental issues (pollution, packaging of large consumption increases), the political aspects (such as media addiction, free speech, censorship), finance (costs), and ethical or moral aspects Social (eg sub-conscious influence invasion of privacy, increased consumption and waste, the groups target certain products, honesty) and, of course, a mixture thereof. Some aspects can be 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 hardly move into the public sphere or to use a method without being subjected to advertising. Advertising occupies public space and more and more pervasive the privacy of people, which many consider a nuisance. "It becomes more difficult to escape the publicity and the media. … Public space is turning increasingly into a giant billboard for the products of all kinds. The aesthetic and political consequences can not yet be provided. "[20] Hanno Rauterberg in the German newspaper 'Die Zeit' publish calls for a new type of dictatorship that can be escaped. [21]

Ad creep: "There are ads in schools, airport lounges, doctors offices, cinemas, hospitals, service stations, elevators, convenience stores, the Internet, on fruit, on ATM machines, on garbage cans and countless other places. There are ads on beach sand and walls of toilets. "[22]" One of the ironies of advertising in our time is that with increasing commercialism, it makes it more difficult for a particular advertiser, to succeed, thus pushing the advertiser to efforts even greater. "[23] Within a decade, radio advertising has soared to almost 18 or 19 minutes per hour, television prime-time standard until 1982 was not more than 9.5 minutes of advertising per hour, today is between 14 and 17 minutes. With the introduction the shorter 15-second spot on the amount of ads has increased even more dramatically. Ads are placed in not only breaks, but also eg television baseball during the game itself. They are flooding the Internet, a market growing by leaps and bounds.

Other growth markets are product placements''''in entertainment programming and in movies where the practice has become standard virtuelle''''où and advertising products are put on display retroactive raise. Billboards on the product are virtually inserted in the emission of baseball and in the same way, virtual street banners or logos are projected on a canopy entrance or sidewalk, for example when the arrival of celebrities at the Grammy Awards in 2001. Advertising precedes the screening of films in cinemas including shorts sumptuous "produced by companies such as Microsoft and DaimlerChrysler." The biggest advertising agencies began to work energetically to co-produce programs in cooperation with leading media companies "[24], creating Infomercials resembling entertainment.

Opponents equate the increasing amount of advertising with a wave and tidal restrictions "set aside" the flood. Kalle Lasn, one of the harshest critics of advertising on the international stage, considers that the advertisement "the most widespread and toxic pollutants mental. From the moment your alarm clock rings in the morning to the wee hours of the end microjolts television yesterday evening pollution commercial flood in your brain at a rate of nearly 3,000 commercial messages a day. Each day, an advertisement estimated twelve billion display, 3 million radio commercials and advertisements over 200,000 television are discharged into the collective unconscious. " [25] in North America During his life, the average hits three years of U.S. television advertising [26].

More recent developments are video games that incorporate products into their content, special trade channels patients in hospitals and public figures sporting temporary tattoos. A method unrecognizable as advertising disant''''guérilla is self-marketing that spreads buzz about a new product in the target audience. In cash-strapped cities U.S. is not afraid to provide police cars for advertising. [27] A trend, especially in Germany, companies are buying the names of stadiums. Football Volkspark stadium of Hamburg began the AOL-Arena, then the HSH Nordbank Arena. The Neckarstadion Stuttgart became the Mercedes-Benz Arena, Westfalenstadion Dortmund is now the Signal Iduna Park. The former SkyDome in Toronto was renamed the Rogers Center. Other recent developments are, for example, that the stations subway in Berlin all are furnished with rooms and produced exclusively leased to a company. Düsseldorf same multi-sensory " Adventure transit stops equipped with loudspeakers and systems that spread the smell of detergent. Swatch monitors used for disseminate messages on the Berlin TV Tower and the Victory Column, which was fined because it was done without permit. The illegality was part of the plan and added promotion [21].

It is standard knowledge of business management that advertising is a mainstay, if not "the" pillar of growth-oriented capitalist economy free. "Advertising part of the bone marrow of corporate capitalism. "[28]" 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 University economist Salzburg, Austria, advertising is not simply a "necessary evil" but an "elixir of life necessary" for the media, economy and capitalism as a whole. Advertising and mass media interest in creating economic ideology. Knoche described advertise products and trademarks as "weapons producer in the competition for customers and commercial advertising, for example the automobile industry as a means of representing their collective interests against other groups, such as railways. In his editorials for and programs in the media, promoting consumption in general, provide a "cost free" service to producers and sponsorship 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 is not as advertising for products to promote consumption as a lifestyle. "[30]

[edit] Advertising and constitutional rights

Advertising is equated with the freedom guaranteed by the Constitution of opinion and speech [31]. Critiquer therefore publicity or any attempt to restrict or prohibit advertising is almost always considered an attack against human rights [edit] (First Amendment to the United States) and meets the combined and concentrated strength of the economy and especially the advertising community. "Currently, or in the near future, a number of cases, and will be working their way through the judicial system that aims to prohibit any governmental regulation of … commercial speech (eg advertising or labeling of food) on the ground that such regulation would violate citizens 'and companies' First Amendment rights freedom of speech or free press. "[32] An example of this debate is advertising for tobacco or alcohol, but also direct mail or leaflets (clogging mail boxes), advertising on the phone, the Internet and advertising to children. Various legal restrictions for spamming, advertising on mobile phones to children, tobacco, alcohol has been introduced by the United States, EU and other countries. Not only the business community resists restrictions on advertising. Advertising as a means of free expression was firmly established in Western society [citation needed]. McChesney argues that the government deserves constant vigilance when it comes to these regulations, but it is certainly not the only undemocratic force in our society. … corporations and the rich enjoy power equally immense that enjoyed by nobles and royalty of feudal times "and" the markets are not without value or neutral, they tend not only to work for the benefit of those with the most money, but also by their very nature, focus on profits on anything else …. Hence, the debate now is whether advertising or labeling food or campaign contributions is the word … if the right to be protected by the First Amendment can not be effectively used by a fraction of all citizens, and the exercise of those rights that gives them undue political power and undermines the ability of the balance of all citizens to exercise the same rights and / or constitutional rights, then it is not necessarily legitimate protected by the First Amendment. "Moreover," those who the ability to engage in the free press are able to determine who can speak to the great mass of citizens who can not. "[33] Critics argue in turn that advertising invades privacy is a constitutional right. Because, first, advertising physically invades privacy, secondly, it uses more and more relevant, information-based communication with the private data assembled without the knowledge or consent consumer or target groups.

Georg Franck For the Vienna University of Technology Advertising is part of what he calls "mental capital", [34] [35] using a term (mental), which has been used by groups concerned about the mental environment, like Adbusters. Franck mixtures economy "attention" with Christopher Lasch culture of capitalism in narcissm mental [36] In his essay "Advertising at the Edge of the Apocalypse, "Sut Jhally wrote: '20. century, advertising is the most powerful and sustained system of propaganda in human history and its cumulative cultural effects, unless quickly checked, will be responsible for the destruction of the world as we know [37].

[edit] Price attention and hidden costs

Advertising has become a billion dollar business upon which many depend. In 2006 391 billion U.S. dollars have been spent in the advertising world. In Germany, for example, the advertising industry represents 1.5% of income gross national figures for other developed countries are similar. [edit] So, advertising and growth are directly and causally linked. So an economy based on growth can be blamed on lifestyle harmful human (affluent society) the Advertising should be considered from this aspect of its negative impact, because its main purpose 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 listening have become a new product for which a developed market. "The amount of attention which is absorbed by the media and distributed in the competition for quotas and reach is not identical to the amount of attention, which is available in society. The total circulating in society is composed of attention exchanged between people themselves and the attention information media. Only the latter is homogenized by the quantitative measure and it only takes on the character of a currency anonymous. "[34] [35] According to Franck, the whole display area that can guarantee a certain degree of care that works for attention, as the media are actually intended for information and entertainment, culture and the arts, public space etc. It is this attraction that is sold the advertising firm. The German Advertising Association said that in 2007, 30.78 billion euros have been spent Advertising in Germany [39], 26% in newspapers, 21% television, 15% by mail and 15% in magazines. In 2002 there were 360,000 people working in the advertising firm. Revenues from Internet advertising has doubled to nearly 1 billion euros from 2006 to 2007, giving most high growth rates.

Spiegel Online reported that in the United States in 2008 for the first time more money was spent on advertising Internet (105.3 billion U.S. dollars) and television (U.S. $ 98.5 billion). The highest amount in 2008 was still spent in the press (147 billion U.S. dollars). [40] That same year, Welt-Online has reported that the pharmaceutical industry in the United States spent almost twice the amount of advertising ($ 57.7 billion) than it did on research ($ 31.5 billion). But Marc-Andre Gagnon und Joel Lexchin, York University, Toronto, believe that actual spending on advertising is even higher, because all entries are recorded by research institutions. [41] Not including indirect advertising campaigns, such as sales, rebates and discounts. Few consumers are aware that they are the ones to pay for every penny spent on public relations, advertising, discounts, etc. packaging because they usually get included in price calculations.

[edit] Influence and Cooling

The advertising for McDonald's on the Via di Propaganda, Rome, Italy

The most important advertising is not information but the suggestion more or less use of associations, emotions (appeal to emotion) and drives dormant in the subconscious of people, such as sex drive, herd instinct, desires, such as happiness, health, fitness, appearance, self esteem, reputation, membership, social status, identity, adventure, distraction, reward, fear (appeal to fear), such as illness, weakness, loneliness, poverty, uncertainty, security or prejudice, have learned the views and comforts. "Every human needs, relationships and fears – in the depths of the human psyche – Become a simple way to expand the universe of commodities under the force of modern marketing. With the rise of modern marketing, commercialism – Translation of human relationships in commodity relations – even if a phenomenon intrinsic to capitalism, has grown exponentially. "[42] 'Cause-related marketing in which advertisers link their products to a worthy social cause has exploded over the last ten years.

Advertising operates the role model celebrities or popular figures and made a deliberate use of humor and color combinations, melodies, the names of certain terms. In total, these are factors of how it perceives itself and its self-esteem. In his description of "mental Franck capitalism", says, " the promise of consumption make someone irresistible is the ideal means of objects and symbols in subjective experience of a person. Obviously, in a society in which turnover of attention moves forward, the consumption is expected by its estimated self. Accordingly, consumption becomes "work" on the attractiveness of a person. From subjective point of view, this "work" opens up fields of dimensions unexpected publicity. Advertising plays the role of a life in amusement. (…) The cult around his own attraction is that Christopher Lasch describes as a "culture of narcissism." [35] [36]

To critics of the advertising of another serious problem is that "the long-term separation between advertising and editorial / creative sides of crumbling media quickly" and advertising is increasingly difficult to distinguish between news, information or entertainment. The borders between advertising and programming fade. According to media companies throughout the commercial involvement has no influence on the actual content of media, but as McChesney puts it, "this application fails to pass even the most basic test laughter, it is also absurd. "[43]

Advertising draws "heavily on psychological theories on how to create topics, allowing advertising and marketing to take a shade clearer psychological '(Miller and Rose, 1997, cited in Thrift, 1999, p. 67). Increasingly, the emphasis in advertising has changed to provide information "factual" the symbolic connotations of products basic premise as the crucial cultural advertising is that the material be sold is never enough in itself. Even those providing products basic necessities for the most mundane of daily life must be endowed with symbolic qualities and culturally endowed meanings via of "A magic system (Williams, 1980) advertising. In this way, and changing the context in which the advertisements appear, things' may be made to mean "almost all" '(McFall 2002, p. 162) and the "same" things can be equipped with meanings different for different individuals and groups of people, offering mass produced visions of individualism. "[1]

Before the advertisement is made, the institutions of market research they need to know and describe the target group to plan and implement exactly the publicity campaign and get the best possible results. A whole range of sciences deal directly with advertising and marketing or is used to enhance its effects. Focus groups, psychologists and cultural anthropologists are'' 'de rigueur''' in marketing research. "[44] Significant amounts of data about people and their habits are collected, accumulated, aggregated and analyzed using credit cards, bonus cards, prints and Internet surveys. With increasing precision of this book a picture of behavior the wishes and weaknesses of certain sections of the population with which the advertising can be used more selectively and effectively. The effectiveness Advertising is improved thanks to the publicity-seeking. Universities, of course supported by companies and in cooperation with other disciplines (art above), especially in psychiatry, anthropology, neurology and behavioral sciences, are constantly in search of ever more refined methods, sophisticated, subtle and tricky to make advertising more effective. "Neuromarketing is a controversial new field of marketing that uses technology medical as Magnetic Resonance Imaging (fMRI) – not to heal but to sell products. Advertising and marketing have long using the ideas and research methods of psychology in order to sell products, of course. But today, these practices reach epidemic levels, and with a complicity on the part of the psychological profession that exceeds that of the past. The result is a huge advertising and marketing offensive which includes probably the largest single psychological project ever undertaken. Yet this great enterprise has been largely ignored by the American Psychological Association. "[45] Robert McChesney calls it" the greatest concerted attempt at psychological manipulation in all human history. "[46]

[edit] Dependence on media and corporate censorship

Almost all media are mass media advertising and many them exclusively to advertising and media, with the exception of public service broadcasting are private. Their income is mainly generated through advertising, in the case of newspapers and magazines from 50 to 80%. Public service broadcasting in some countries may also depend in large part advertising as a source of income (up to 40%) [47]. In the opinion of any media criticism that the advertising propagates can be independent and the proportion of advertising, the more addictive. This dependence has "distinct implications for the nature of media content …. In the business press, media are often called in exactly the way they present themselves in their candid moments: as part of the advertising industry. "[48]

In addition, the private media are increasingly subject to mergers and concentration of ownership situation often becoming entangled and opaque. This evolution, Henry A. Giroux calls a "current threat to the democratic culture" [49], by itself should be sufficient to sound any alarms in a democracy. Five or six advertising agencies dominate the 400 billion U.S. dollars global industry.

"Journalists have long been under pressure to shape stories for advertisers and owners of costume …. the vast majority of managers have found their television news departments "cooperative" in the development of new help for the "non-traditional revenue development." [50] reports of adverse reactions and may be avoided or modified when advertisers threatened to cancel orders or simply when there is a danger of such cancellation. Dependence media and such a threat becomes real when there is one dominant or very few major advertisers. The influence of advertisers is not only in for news or information about their own products or services, but extends to articles or broadcasts are not directly related to them. To secure advertising revenues media must create the best 'advertising environment. " Another problem considered by critics of censorship, the media refused to accept advertisements that are not in their interest. A striking example is the refusal of stations Television ads by Adbusters. Groups try to place advertisements and are rejected by the networks [51].

These are mainly rates of hearing which decides the agenda of the private radio and commercial television. Their business is to absorb as much attention as possible. The compliance rate measures of media attention for business information available. The service of this attraction is sold to the company advertising [35] and the rate hearing to determine the price he can charge for advertising.

"Advertising companies determine the content of shows is part of everyday life in the United States since 1933. Procter & Gamble (P & G) …. offered a radio station a history-making Trade (now know as "barter"): the company should produce a clean show for "free" and save the station radio high expenditures for the production of content. Therefore the company would expand its advertising and, of course, its products placed in the show. Thus, the series "Ma Perkins was created, which P & G used wisely to promote Oxydol, the leading brand in detergents years and the series is born … "[52]

While critics are concerned mainly about the pervasive influence of the economy media, there are also examples of Blunt exercise influence. The American company Chrysler before its merger with Daimler-Benz had its agency, Pentacom, send a letter to magazines, asking to send an overview of all subjects before the next issue is published "to avoid conflicts potential. Chrysler mainly wanted to know if there would be items with "sexual, political or social" or content that may be considered "provocative or offensive. Pentacom Executive David Martin said: "Our rationale is that anyone looking at $ 22,000 products that would surrounded by positive things. There is nothing positive about an article on child pornography. "[52] In another example, the" USA Network held high-level, off-the-record meetings with advertisers in 2000 to make them say the network of this type of programming content, so they wanted to the U.S. for their advertising. "[53] The television programs are created to meet the needs of advertising, for example, decompose them in the appropriate sections. Their drama is generally designed to end the suspense or leave a question unanswered, to take the viewer attached.

The film system at a time outside the direct influence of the marketing system wide, is now all completely integrated strategies through licensing, tie-ins and product placements. The prime function of many Hollywood movies today is to help the sale of the immense collection of commodities. [54] The press has called the 2002 Bond film "Die Another Day" with 24 major promotional partners an 'ad-venture "and noted that James Bond" has now been "permitted to sell" As has become standard practice for placing products in films, he "of course implications for what types of films will attract investment products and what types of films are more likely to have done "[55].

Advertising and information are increasingly difficult to distinguish from each other. "The boundaries between advertising and the media …. Become increasingly blurred …. That August Fischer, chairman of the Axel Springer publishing house considers a "partnership established between the media and advertising business' critics see as anything other than the infiltration of rights and journalistic freedoms. According to RTL-executive Helmut Thoma "private stations should not and can not serve any mission, but the only goal of the company is "the acceptance by the advertising firm and the viewer '. Setting priorities in order actually says everything about the "design Programs "by television. "[52] Patrick Le Lay, former CEO of TF1, a private channel of French television with a market share of 25 to 35%, said: "There are several ways to talk about television. But from the standpoint of business, let's be realistic: basically, TF1's job is, for example to help Coca-Cola to sell its product. (…) In an advertisement is received the brain of the viewer must be available to us. The work of our programs is to make available, that is to say, to distract, to relax and get it is prepared between two messages. It is time available human brain that we sell to Coca-Cola. "[56]

Because of these dependencies for a broad debate public-key advertising and its influence on information and freedom of expression is difficult to obtain, at least by the media channels usual, otherwise he is sawing the branch on which they sit. "The idea that the core business of media, journalism and communication could have disturbing implications for democracy is excluded from the range of legitimate debate "so that" capitalism is out of bounds as a subject of legitimate debate in the political culture of the United States "[57].

An early criticism of the structural basis of American journalism was Upton Sinclair with his novel The balance of copper in which he stresses the influence of owners, advertisers, public relations and economic interests 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 interests of one to two billion dollar industry, and the back of that interest acquired business as a whole, industry, finance. It is never silent, it drowns all other voices, and he does not suffer reproach, because this is not the voice of America? It is his request and to some extent it is a fair claim …"[ 58]

She taught us to live, what to fear, which to be proud of, how to be beautiful to be loved, how to be envied, how to be effective .. Is it any wonder that the American public increasingly tended to speak, think and feel in terms of this Jabberwocky? That the stimuli of art, science, religion are progressively expelled to the periphery of American life to become marginal values, cultivated by marginal people on marginal time? "[59]

[edit] Commercialization of Culture and Sport

Shows, exhibitions, shows, concerts, conventions and many other events can not happen without sponsorship. Arts and culture growing shortage they buy service attractive. Artists are ranked and paid according to the value of their art for commercial purposes. Companies promoting artists class, thus obtaining exclusive rights to advertising campaigns worldwide. Broadway shows like "La Boheme" Special accessories business as a whole [60].

Advertising is widely seen as a contribution to culture. Advertising is integrated fashion. On several pieces of clothing company logo design is single or is a significant part of it. Over there is little room left outside the consumer economy, where culture and art can thrive independently and where replacement values can be expressed. One last important area, the universities, is under strong pressure to open the business and interests [61].

Inflatable Billboard in front of the sports stadium

Competitive sports have become unthinkable without sponsorship and there is a mutual dependency. High income advertising is only possible with a comparable number of spectators or viewers. On the other hand, the poor performance of a team or athlete results in less advertising revenue. Jürgen Huth and Hans-Jörg Stiehler speak of a 'sports / media complex is a mixture complex media, agencies, managers, promoters of sports events, etc. Advertising with partially common and divergent interests, but at least in part with the common business interests. The media are probably the limelight because it can provide other stakeholders in a commodity rare, ie (potential) public attention. In sports, "the media are able to generate huge sales in both traffic and advertising. "[62]

"The sports sponsorship is recognized by the tobacco industry as advertising valuable. A newspaper industry tobacco in 1994 described the Formula One car as "The space most powerful in the world. …. In a cohort study conducted in 22 schools school in England in 1994 and 1995 boys whose favorite TV sport is the race car had a 12.8% risk of becoming regular smokers compared to 7.0% of boys who did not follow auto racing. "[63]

No ticket sales, but the transmission rights, sponsorship and merchandising in the meantime, form the largest part of the sports association and sports club revenues with the IOC (International Olympic Committee) taking the lead. The influence of the media has led to changes in many sports, including the admission of new trend sports in Olympic Games, altered distance competition, changes in rules, the animation of the spectators, modifications of facilities sports, worship of sports heroes who establish themselves quickly in advertising and corporate entertaining for their media value [64] and last but not least, the naming and renaming of sports stadiums after major companies. "In sports fit into the logic of the media can contribute to erosion values such as equal opportunity or fairness, the excessive demand on athletes through public pressure and multiple operating or deception (doping, manipulation of results …). It is in the interest of media and sports to fight against this danger because sport media can work as long as the sport exists. [64]

[edit] Occupation and commercialization of public space

Each visually perceptible rise to potential for advertising. In particular, urban areas with their structures, but also landscapes by the sight of the prices are becoming become more media for advertising. Signs, posters, signs, flags have become key factors in the development and urban number is still increasing. "Outdoor advertising has become unavoidable. Traditional billboards and transit shelters have opened the way for more invasive methods such as vehicles wrapped, sides of buildings, electronic signs, kiosks, taxis, posters, the sides of buses, and more. Digital technologies are used on buildings for sport 'urban wall displays. 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 "Die Zeit" called a new kind of dictatorship we can not escape. " [21] Over time, this domination of the environment has become the "natural" state. With saturation long-term business, it has become implicitly understood by the public that advertising has the right to own, occupy and control every inch space available. The normalization constant of invasive advertising dulls the public's perception of their environment, strengthen a general attitude of powerlessness toward creativity and change, develops a cycle enabling advertisers to slowly and consistently increase the saturation of advertising with an outcry generally little or not. "[65]

The optical orientation function to massive changes in public advertising spaces that are used by the marks. Benchmarks are transformed into urban brands. The greatest pressure is exerted on the famous and highly frequented public areas are also important for the identity of a city (eg Piccadilly Circus, Times Square, Alexanderplatz). Urban areas are consumer products and as such they are subject to "environmental aesthetics", mainly through building regulations, protection of heritage and landscape protection. "It is for this reason that these areas are now privatized. They are dotted with billboards and signs, they are reshaped media for advertising. "[34] [35]

[edit] Socio-cultural sexism, discrimination and stereotypes

"Advertising has a program setting function is the ability, with huge sums of money to consumption as the only item on the agenda. In the battle for a share of the public conscience of what amount to non-treatment (ignorance) of all that is not commercial and what is not announced. Advertising should be a reflection of societal standards and give the clear picture of the target market. Spheres without commerce and advertising in the service of the Muses and relaxation remain without respect. [Neutrality disputed] With the increase Advertising force is at home in the private sector so that the voice of commerce becomes a dominant way of expression in society. "[66] See Reviews Advertisement advertising as a key figure in our culture. Sut Jhally and James Twitchell go beyond the light of publicity as a kind of religion and advertising replaces the same religion as the key institution [67].

"The advertising business enterprises (media) is the largest project ever undertaken by the unique psychological human race. Yet for all this, its impact on us remains unknown and largely ignored. When I think about media influences on years, over decades, I believe these experiences brainwashing conducted by Dr. Ewen Cameron in a psychiatric hospital in Montreal in the 1950s (see MKULTRA). The idea of the CIA-sponsored "deconstruction" experiments were equip conscious, unconscious or semi-conscious subjects with a helmet, and flooding their brains with thousands of repetitive "conduct" messages that would change their behavior over time …. Advertising aims to do the same thing. "[25]

Advertising is particularly for youth and children, and it reduces more and more young people to consumers. [49] Sut Jhally is not "something amazing as the central and with so much being spent on it should become a major presence in social life. Indeed, commercial interests intend to maximize the use of the immense collection of commodities have colonized more and more areas of our culture. For example, almost any system media (television and print) has been developed as a delivery system for marketers to its primary function is to produce audiences to sell to advertisers. Both the advertisements it carries, and the editorial matter that acts as a support for her, to celebrate the company consumption. The theater system, both outside the influence of direct marketing system wide, is now fully integrated through strategies of licensing, tie-ins and product placements. The primary function of many Hollywood films today is to help the sale of the immense collection of commodities. As public funds are drained from the commercial cultural sector, art galleries, museums and symphonies bids for corporate sponsorship. "[54] In the same way the system is carried out education and publicity is increasingly entering schools and universities. Cities like New York, accepting sponsors for public playgrounds. "Even the pope has been sold … Pope 4-day 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. Regarding social effects are concerned, it does not matter if the fuel consumption of advertising, but whose values, attitudes and dispositions to say that spreads. Advertising is charged with abuse of language and ways of pop culture, protests and even subversive critique and not afraid shock and break taboos (eg Benetton). This in turn encourages cons action, What Lasn 2001 intitulé''Jamming the Jam of the Jammers.'' Anything goes. "It is a central issue in social science that people can be made to a design appropriate conditions and practical importance. For example, from a large number of experimental psychological experiments, presumably that people can be made to do everything they can, when according to social status may be created. "[69]

Advertising often uses the stereotypical gender specific roles of men and women reinforce existing stereotypes and it has been criticized as being "inadvertently or even intentionally promoting sexism, racism, and ageism … At the very least, advertising often reinforces stereotypes, based on recognizable "types" to tell stories in a single image or 30 images a second time. "[38] The activities are depicted as typically male or female (stereotypes). In addition, people are reduced to their sexuality or treated as commodities and sex specific qualities are exaggerated. Sexualized female bodies, but more men serve as eye-catchers. In advertising, it is generally a woman to be represented as

• servants, men and children who respond to requests and complaints of their relatives with a bad consciousness and the promise of immediate improvement (washing, food)
• a sex toy or emotional play assertiveness of men
• technically be a totally Clueless (almost always a man) who can not manage a child-resistant operation
• Female Expert but stereotypes in the fields of fashion, cosmetics, food or medicine the most,
• as ultra-thin, thin, and very thin.
• making way for others, for example, serve coffee, while a journalist interviews a politician [70]

Much of the advertising deals with the promotion of products that belong to the "ideal body image." This is primarily intended women, and in the past, this kind of advertising was directed almost exclusively to women. Women in advertisements are usually portrayed as good looking women who are healthy. This, however, is not the case for the average woman. Therefore, they give a negative message body image of the average woman. For the media, girls and women who are overweight, and otherwise "normal" feel almost obliged to take care of them and stay fit. They feel under pressure to maintain an acceptable weight and take care of their health. Consequences of low self-esteem of eating disorders, self mutilation, and the operations of beauty for women who simply can not be eaten or get any motivation to go to the gym. The EU Parliament adopted a resolution in 2008 that advertising may not be discriminatory and degrading. This shows that politicians are more concerned about the negative publicity. However, the benefits of promoting overall health and fitness are often neglected. Men are also negatively portrayed as incompetent and the butt of every joke in the advertising.

[edit] Children and adolescents as groups target

Market for children, where resistance to advertising is the lowest, is the pioneer "for creep hoc. [71] "The Children are among the most sophisticated observers of ads. They can sing the jingles and identifying logos, and they often have strong feelings about products. What they generally do not understand, however, are issues that underlie the way advertising works. Mass media are used not only to sell goods but also ideas how we should behave, what rules are important, we must respect and what we should value. "[72] Young people are increasingly reduced to the role of a consumer. Not only the manufacturers of toys, candy, ice cream, cereal for breakfast and sporting just launched their promotion to children and adolescents. For example, an ad for a breakfast cereal a channel aimed at adults have music that is a sweet ballad, while on a channel for children, the same ad will use a catchy Rock jingle in the same way

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