Nature Medicine Editorial Board

Advertising

Egyptians used papyrus to make sales messages and wall posters. Commercial messages and political campaign displays have been found in ruins of Pompeii and ancient Arabia. Lost and found advertising on papyrus was common in ancient Greece and ancient Rome. Wall or rock painting for commercial advertising is another manifestation an ancient form of publicity, which is present even today in many parts of Asia, Africa and South America's tradition of wall painting can be traced back up to the cave paintings of art dating from 4000 BC [4]. History tells us that out of home advertising and billboards are the oldest forms of advertising.

As cities of the Middle Ages began to grow, and the general population was unable to read the signs that say today shoemaker, miller, tailor or blacksmith would use an image attached with his trade as a boot, a suit, a hat, a watch, a diamond, a horse shoe, a candle or even a bag of flour. Fruits and vegetables were sold in town square from the backs of cars and used cars and their owners callers street (criers) to advertise their whereabouts for the convenience of customers.

As education became an apparent need and reading as well as printing, advertising developed expanded to include pamphlets. In the 17th century advertisements began appearing in weekly newspapers in England. These early print ads were used mainly to promote books and newspapers, which became increasingly more accessible with advances in the press, and medicines, which were increasingly sought after as disease ravaged Europe. However, false advertising and so-called "quack" advertising has become a problem, which pioneered the regulation of advertising content.

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

In June 1836, the newspaper French La Presse was the first to include paid advertising in its pages, making it possible to lower their prices, broaden its audience and increase your profitability and the formula was soon copied by all titles. Around 1840, Volney Palmer established a predecessor to advertising agencies in Boston. [5] Meanwhile, in France, Charles-Louis Havas extended the services of his news agency Havas to include brokerage advertising, becoming the French group for the organization. At first, agencies were brokers for advertisement space in newspapers. NW Ayer & Son was the first full-service agency to assume responsibility for advertising content. NW Ayer opened up in 1869, and was located in Philadelphia [5].

A listing of 1895 product weight gain.

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

At the beginning 1920s, the radio stations first were established by radio equipment manufacturers and retailers who offered programs in order to sell more radios to consumers. Over time, many nonprofit organizations, followed the example in creating their own radio stations, and include: schools, clubs and civic groups. [7] When the practice of sponsoring programs became popular, each individual radio program was usually sponsored by a single company in exchange for a brief mention of the business' name at the beginning and end of the sponsored shows. However, owners of radio station soon realized that he could make more money by selling sponsorship rights of small time allocations to multiple businesses throughout their broadcasts radio station instead of selling rights sponsorship of individual companies per show.

The print ad for the 1913 issue of the Encyclopædia Britannica

This practice was brought to television in the late 1940s and 1950s. A fierce battle was fought between those seeking to sell the radio and people who argued that the spectrum spectrum should be considered part of the commons – to be used only for non-commercial and the public good. The UK pursues a model of public financing 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 were also able to persuade the federal government to adopt a model of public financing, creating the Canadian Broadcasting Corporation. However, the United States, the model capitalism prevailed with the approval of the Communications Act of 1934 that created the Federal Communications Commission. [7] To placate the socialists, the U.S. Congress required commercial broadcasters to operate in the "public interest, convenience and necessity" [8]. Public broadcasting exists in the United States due to Public Broadcasting Act in 1967 which led to the Public Broadcasting and National Public Radio.

In early 1950, the DuMont Television Network began the trend Modern selling advertising time to several sponsors. Previously, Dumont had trouble finding sponsors for many of their programs and compensated by selling smaller blocks of advertising time to several companies. This eventually became the industry standard for commercial television in the United States. However, it was still a practice common to have single sponsor shows, such as United States Steel Hour. In some instances the sponsors exercised great control over the content of the show – 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 Hallmark Hall of Fame.

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 consumers. The Volkswagen ad campaign with headlines such as "Think Small" and "Lemon" (which were used to describe the appearance of the car) inaugurated the era of modern advertising by promoting a "position" or "unique selling proposition" designed to mark each associated with a specific idea 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-standing American advertising for this period.

The late 1980s and early 1990 saw the introduction of cable television and particularly MTV. Pioneered the concept of the music video, MTV launched a new type of advertising: the music for the consumer in the advertisement, not a product or later. As cable and satellite have become increasingly prevalent, specialty channels emerged, including channels entirely devoted to advertising, such as QVC, Home Shopping Network, and Canada ShopTV.

Marketing through the Internet opened up new frontiers for advertisers and contributed to the "dot-com boom of the 1990s. Whole societies operated solely on advertising revenue, offering everything from coupons for free internet access. At the turn of the 21st century, a number of sites, including search engine Google, started a shift in advertising, emphasizing contextually relevant, unobtrusive ads intended to help rather than inundate, users. This led to a plethora of similar efforts and an increasing tendency to interactive advertising.

The proportion of advertising spending relative to GDP is little changed in major changes in media. For example, in the U.S. in 1925, the main advertising media were newspapers, magazines, posters in trams, posters and billboards. Advertising spending as a proportion of GDP was about 2.9 percent. Until 1998, television and radio became a major advertising media. However advertising spending as a share of GDP was slightly lower about 2.4 percent [9].

A recent innovation is advertising "guerrilla marketing", which involve unusual approaches such as staged encounters in public places, giveaways of products such as cars that are covered with brand messages and interactive advertising where the viewer can respond to become part of the advertising message.Guerrilla advertising is becoming increasing more popular with a lot of companies. This type of advertising is unpredictable and innovative, which causes consumers to buy the product or idea. This reflects a growing trend of interactive and "embedded" ads, such as via product placement, with voting consumers via text messaging, and various innovations utilizing social networking services like MySpace.

[Edit advertising] Service Public

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

Advertising, in his disguise non-commercial, is a powerful teaching tool capable of reaching and motivating large audiences. "Advertising justifies its existence when used in the public interest – is a very powerful tool to use solely for commercial purposes. "- Attributed to Howard Gossage by David Ogilvy.

Public service advertising, advertising noncommercial, public interest advertising marketing question, and social marketing are different terms for (or aspects), the use of sophisticated advertising techniques marketing and communications (usually associated with commercial enterprise) on behalf of non-commercial, public interest issues and initiatives.

In the United States, the licensing of radio and television reports to the FCC issuing a certain amount of public service advertising. To meet these requirements, many broadcast stations in America air the bulk of their public services necessary announcements during the night or morning early, while the lowest percentage of viewers are watching, leaving more space of time a good day and commercially available for high-paying advertisers.

Public service advertising reached its height during World Wars I and II, under the direction of several governments.

[Edit] Types of advertising

Paying for signal is one of the oldest forms of advertising, as with this one pictured above Human directional bus with an advertisement for GAP in Singapore. Buses and other vehicles are the most popular media for advertisers. A DBAG Class 101 with UNICEF ads at Ingolstadt main railway station

Almost any media can be used for advertising. Commercial advertising media can include wall paintings, billboards, street furniture components, printed flyers and rack cards, radio, cinema and television ads, web banners, mobile telephone screens, shopping carts, web popups, skywriting, bus benches, billboards human, magazines, newspapers, town criers, sides of buses, banners on or aircraft parts ("logojets"), ad in flight on the back tray tables or overhead storage bins, the doors of the cab, roof mounts and passenger screens, musical shows, subway platforms and trains, elastic bands on disposable diapers, the doors of bathroom stalls, stickers of apples in the supermarket, shopping cart handles (grabertising), the section Opening of streaming audio and video, posters, and the back of event tickets and supermarket receipts. Any place an "identified" sponsor pays to deliver your message through a medium is advertising.

[Edit] TV

Main articles: television advertising and music advertising

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

Most TV commercials feature a song or jingle that listeners soon relate to the product.

Virtual advertisements may be inserted into the lineup regular television via computer graphics. It is typically inserted into otherwise blank backdrops [10] or used to replace local boards that do not are relevant to the remote broadcast audience [11]. More controversially, virtual billboards may be inserted at the bottom [12] where they do not exist in real life. Virtual product placement is also possible. [13] [14]

[Edit Infomercials]

Main article: Infomercial

An infomercial is a long-format television commercial, 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 the consumer sees the presentation and then immediately buy the product through the advertised toll-free phone or website. Infomercials describe, display and often demonstrate products and their features, and usually has testimonials from consumers and industry professionals.

[Edit] Radio advertising

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

radio advertisements are transmitted by radio waves in air from a transmitter to an antenna and a receiver, so a device. Airtime is purchased from a station or network in exchange for airing the commercials. While the radio has the obvious limitation of being restricted to sound, the defenders of advertising radio frequency cite this as an advantage.

[Edit] Advertising Press

Advertising Press describes advertising in printed media, such as a newspaper, magazine or trade journal. This includes everything from media with a very broad base of readers, as a major national newspaper or magazine, the media more closely targeted to local newspapers and magazines on topics too specialized. One form of advertising in print is classified advertising, which allows individuals or private companies to buy a small ad, just the target of a low rate of advertising a product or service.

[Edit] Publicity online

Online advertising is a form of promotion that uses the Internet and World Wide Web for the express purpose of delivering marketing messages to attract customers. Examples of online advertising include contextual ads that appear in search engine results, banner ads, text ads, Rich Media, Social Network Advertising, online advertising networks, advertising and email marketing, including e-mail spam.

[Edit] Billboard advertising

The panels are large structures located in public places that display advertisements to passing pedestrians and motorists. Most often, they are located on the main roads with an large amount of passing pedestrian traffic and cars, however, they can be placed anywhere with lots of spectators, as in transport vehicles collective and in stations, in shopping malls and office buildings and stadiums.

[Edit advertising] mobile billboard

The Journal RedEye advertised to your target market in North Avenue Beach with an outdoor boat on Lake Michigan.

mobile billboards are usually installed in vehicles digital panels or screens. These can be dedicated to vehicles built exclusively for carrying advertisements along the routes pre-selected by customers, they can also be specially equipped vehicles load or in some cases, large banners around the aircraft. The panels are often bright, and some backlit, and others who employ projectors. Some outdoor displays are static while others change, for example, or periodically rotating among a set of advertisements.

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

• Targeted advertising
• campaigns, one day, and long-term
• Conventions
• Sporting events
• store openings and other promotional events
• Large advertisements for smaller companies
• O

[Edit] Publicity in store

Advertising on any store listing placed in a retail store. It includes placing a product in a store in visible places, like at eye level, at the ends of aisles and checkout counters of closely, shows attractive promoting a specific product, and advertisements in places such as shopping carts and video monitors in-store.

[Edit] Publicity Covert

See main article: Product placement

Covert advertising, also known as guerilla advertising is when a product or brand is embedded in entertainment and media. For example, in a movie, the main character can use an item or other of a definite brand, as in the movie Minority Report, where Tom Cruise 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 main character played by Will Smith mentions his Converse shoes several times, calling them "classics," because the film is set in the distant future. I, Robot and Spaceballs also show the cars futuristic with Audi and Mercedes-Benz logos clearly visible on the front of vehicles. Cadillac chose to advertise in the film Matrix Reloaded, which as a result contained many scenes in which Cadillac cars was used. product placement Similarly, for Omega Watches, Ford, VAIO, and BMW cars Aston Martin are featured in recent James Bond films, most notably Casino Royale. In "Fantastic Four: Rise of the Silver Surfer", the vehicle main transport shows a large Dodge logo on the front. Blade Runner includes some of the most obvious product placement, the entire movie stops to show a billboard for Coca-Cola.

[Edit] Celebrities

Main article: Celebrity branding

This type of advertising focuses on the use energy celebrity, fame, money, popularity to gain recognition of their products and promote specific stores or products. Advertisers often advertise their products, For example, when celebrities share their favorite clothes or use of specific brands or designers. Celebrities are often involved in advertising campaigns, as television or print ads to advertise specific products or general.

The use of celebrities to endorse a brand can have its drawbacks, however. A mistake by a celebrity can be harmful for public relations of the mark. For example, after her performance of eight gold medals at the Olympics 2008 in Beijing, China swimmer, Michael Phelps contract with Kellogg's was closed, with Kellogg's not to associate with him after he was photographed smoking marijuana.

[Edit] The media and advertising approaches

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

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

Digital signage is poised to become one of the major media because of its ability to reach larger audiences with less money. Signaling Digital also offers the unique ability to see the audience, where they reached the middle. Technology advances also made it possible to control the message digital signage with great precision, allowing messages to be relevant to the audience at any given time and place which, in turn, gets more response advertising. Digital signage is being successfully employed in supermarkets [15]. Another successful use of digital signage is as restaurants Hospitality [16]. and centers [17].

e-mail advertising is another recent phenomenon. Advertising unsolicited bulk e-mail is known as "e-mail spam. "Spam has been a problem for users of e-mail several years.

Some firms have offered to place messages or logos of companies side of rockets and the International Space Station. There are controversies about the effectiveness of subliminal advertising (see mind control), and the diffusion of messages in mass (see advertisement).

Unpaid advertising (also called "propaganda publicity"), may offer a good exposure at a cost minimum. Personal recommendations ("bring a friend," "sell"), spreading buzz, or achieving the feat of equating a brand with a noun common (in the United States, "Xerox" copies = "," Kleenex "= tissue" Vaseline "=" Vaseline "Hoover" = Vacuum cleaner, "Nintendo" (often used by those exposed to many games) = video games, and "Band-Aid" = adhesive bandage) – These can be seen as the pinnacle of any advertising campaign. However, some companies oppose the use of their mark to label an object. Equating a brand with a noun Common also risks turning that brand into a brand genericized – turning it into a generic term which means that their legal protection as a trademark is lost.

As 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 released in Finland in 2000. In 2007, the value of mobile advertising reached $ 2.2 billion and providers such as Admob delivered billions of mobile ads.

More advanced mobile ads include banner ads, coupons, Multimedia Messaging Service image and video, advergames and various engagement marketing campaigns. A particular feature driving mobile ads is the 2D barcode, which replaces the need to do any typing of web addresses, and uses the camera feature of modern phones to have immediate access to web content. 83 percent of Japanese mobile phone users already are active users of 2D barcodes.

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

From time to time, The CW Television Network debuts short program breaks called "Content Wraps," to announce the product of a company during a commercial break completely. The CW pioneered "content wraps" and some products featured were Herbal Essences, Crest, Guitar Hero II, CoverGirl, and recently Toyota.

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

[Edit] Criticism of Advertising

While advertising can be seen as necessary to economic growth, is not without social costs. Unsolicited Commercial Email and other forms of spam have become so prevalent as to have become a major nuisance for users of those services as well as being a financial burden on providers of Internet services. [18] Advertising is increasingly invading public spaces such as schools, which some critics argue is a form of child exploitation. [19] Furthermore, advertising often uses psychological pressure (eg, appealing to feelings of inadequacy) on the consumer, which may be harmful.

[Edit] Hyper-commercialism and the tidal wave of commercial

The criticism of advertising is closely linked with criticism of the media and often interchangeable. They may refer to aspects of audio-visual (eg, disorganization of public spaces and waves), environmental aspects (eg, pollution, packaging large size, increasing the consumption), political (eg, the dependence of the media, freedom of expression, censorship), financial aspects (costs), ethical-moral / Social issues (for example, influence the sub-conscious, invasion of privacy, increased consumption and waste, the target groups, some products, honesty), and of course a mixture thereof. Some aspects can be further subdivided and some can cover more than one category.

As advertising has become increasingly prevalent in modern Western societies, is also increasingly criticized. A person can hardly move in public or use a half without being subject to advertising. Advertising occupies public space and increasingly invading the privacy of individuals, many of whom consider it a nuisance. "It's increasingly difficult to escape the publicity and media. … Public space is increasingly turning into a giant billboard of products of all kinds. The aesthetic and political consequences can not yet be expected. "[20] Hanno Rauterberg the German newspaper 'Die Zeit' calls announcing a new type of dictatorship that one can not escape [21].

fluency Ad: "There are ads in schools, airport lounges, doctors' offices, cinemas, hospitals, gas stations, elevators, shops convenience, the Internet, on fruit, at ATMs, in garbage cans and countless other places. There are ads on beach sand and restroom walls. [22] A the ironies of advertising in our times is that with the increasing commercialism, making it much harder for any particular advertiser to succeed, therefore, pushing the advertiser even greater efforts. "[23] Within a decade, advertising on radio stations has increased to about 18 or 19 minutes per hour in prime time television standard until 1982 there were over 9.5 minutes of advertising per hour, is now between 14 and 17 minutes. With the introduction of smaller 15-second spot of the amount Total ads increased even more dramatically. Ads are not just put on breaks, but eg also in baseball telecasts during the game itself. They flood Internet, a market growing in leaps and bounds.

Other markets are crescendo''merchandising''in entertainment programming and movies, where it became common practice in virtual e''''publicidade that products placed retroactively receive at shows again. Product outdoors transmissions are virtually embedded in Major League Baseball and similarly, virtual street banners or logos are designed in a canopy entrance or sidewalk, for example, during the arrival of celebrities at the Grammy Awards in 2001. Advertising precedes the showing of films in cinemas, including shorts prodigal 'film produced by companies as Microsoft or DaimlerChrysler. "The biggest advertising agencies began to work aggressively to co-produce programming in conjunction with the largest companies media [24], resembling the creation of Infomercials entertainment programming.

Opponents equate the increasing amount advertising with a "tidal wave" and the restrictions to "damming" the flood. Kalle Lasn, one of the leading critics of advertising on the international scene, consider advertising "the most prevalent mental and toxic pollutants. From the moment your alarm sounds on the radio in the morning to the wee hours late-night TV microjolts pollution commercial flood into your brain, the rate of marketing messages around 3,000 per day. Every day around twelve billion display ads, 3 million radio commercials and more than 200,000 TV commercials are dumped "the North American collective unconscious. [25] In the course of his life of the average American watches three years of advertising on television [26].

More recent developments are the video games, products incorporating its content, special commercial patient in hospitals and public figures sporting temporary tattoos. Unrecognizable as a method advertising is chamado''''marketing guerrilla who is spreading "buzz" about a new product to the audience. Cash-strapped cities I did not retreat from police cars to offer advertising. [27] The tendency, especially in Germany, companies are buying the names of sports stadiums. The football stadium Hamburg Volkspark first and then the AOL Arena HSH Nordbank Arena. Stuttgart Neckarstadion became the Mercedes-Benz Arena, Dortmund Westfalenstadion now is the Signal Iduna Park. The former SkyDome in Toronto was renamed the Rogers Centre. Other recent developments, for example, that the entire subway stations in Berlin were redesigned in rented rooms and the product solely for one company. Düsseldorf has the same "multi-sensory" transit stops adventure fitted with speakers and that spread the smell of detergent. Swatch projectors used to project messages on the TV tower in Berlin and the Victory Column that was fined because it was done without a permit. The illegality was part of the scheme and promotion [21].

It is knowledge of business management standard that advertising is a pillar if not "the" pillar of growth-oriented capitalist economy free. "Advertising is 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 scientist and communication Manfred Knoche media economist at the University of Salzburg, Austria, advertising is not simply a 'necessary evil' but an "elixir of living necessary "for the media business, economics and capitalism as a whole. Publicity and mass media economic interests create ideology. Knoche describes advertising product and brand as "weapons producer in the competition for customers and commercial advertising, for example, the automobile industry as a means to represent their interests collectively against other groups, such as railway companies. In his opinion editorial articles and programs in the media, promoting consumption generally offer a "free of cost" service to producers and sponsors of a "means of payment widely used" in advertising [29]. Christopher Lasch argues that advertising leads to an overall increase of consumption in society: "Advertising does not serve much to advertise products, to promote consumption as a way of life. "[30]

[Edit] Publicity and constitutional rights

Advertising is equated with the constitutionally guaranteed freedom of opinion and expression. [31] Therefore advertising or criticize any attempt to restrict or prohibit the advertising is almost always considered an attack on fundamental rights [Edit] (First Amendment in the U.S.) and meets the combined and concentrated strength of the company and especially the advertising community. "Today or in the near future, any number of cases, are and will be working their way through the court system seeking to prohibit any kind of regulation Government … commercial speech (eg advertising or labeling of food), arguing that such legislation would violate citizens and businesses First "Amendment rights to free speech or free press." [32] An example of this debate is the advertising of tobacco or alcohol, but advertising as well by e-mail or leaflets (mailboxes clogged), advertising on mobile, Internet and advertising to children. Various legal restrictions on Spam, advertising on mobile phones, addressing children, tobacco, alcohol has been introduced by the U.S., the EU and several other countries. Not only the community Business resists restrictions on advertising. Advertising as a medium of free expression prevailed in society [citation Western] Required. McChesney argues that the government deserves constant vigilance when it comes to regulations, but it certainly is not "the only anti-democratic force in our society. … The corporations and the wealthy have a power so great as that enjoyed by the lords and royalty of feudal times "and" markets do not are value-free or neutral, not only tend to work to benefit people with more money, but also by their nature, emphasize profit over everything …. Hence, Today, the debate is about whether advertising or labeling of food, or campaign contributions are speech … the right to be protected by the First Amendment, can only be effectively used for a fraction of citizenship and its exercise of these rights gives them undue political power and weakens the ability to balance the exercise of citizenship same rights and / or constitutional rights, then it is not necessarily legitimately protected by the First Amendment. "Moreover," those with capacity to engage in a free press is in a position to determine who can speak to the great mass of citizens and that can not. "[33] Critics argue, in turn, invades the privacy of publicity, which is a constitutional right. For on the one hand, advertising physically invades privacy, moreover, increasingly relevant applications, information-based communication with private data assembled without the knowledge or consent of consumers or target groups.

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

[Edit] The price of attention and hidden costs

Advertising has become a billion dollar business in which many depend. In 2006 391 billion U.S. dollars was spent worldwide on advertising. In Germany, for example, the advertising industry contributes 1.5% of gross national income numbers from other developed countries are similar. [citation needed] Thus, advertising and growth are directly linked and causally. As far as a growth-based economy can be blamed for damaging human lifestyle Society (tributary) advertising has to be considered in this respect about its negative impact, because its main purpose is to increase consumption. "The industry is accused of being one of the engines of a food production system economic complex that promotes mass consumption. [38]

Care and attention have become a new commodity for which a market developed. "The amount of knowledge that is absorbed by the media and redistributed in the competition to meet quotas and not confused with the amount of attention, which is available in society. The total amount in circulation in society is composed of attention exchanged among the people themselves and the attention given to the media. Just the latter is homogenized by the quantitative measurement and only the latter assumes the character of a coin anonymous. "[34] [35] According to Franck, any presentation surface that can provide a degree of attention as works magnet for attention, for example, media that are actually meant for information and entertainment, culture and the arts, public space etc is the attraction that is sold to the advertising company. The German Advertising Association said that in 2007, 30 780 million was spent on advertising in Germany, [39] 26% in newspapers, 21% television, 15% email and 15% in magazines. In 2002 there were 360,000 people working in the advertising business. Advertising revenue on the Internet almost doubled to 1,000 million Euros from 2006 to 2007, giving it the highest growth rates.

Spiegel-Online reported that in the U.S. in 2008 for the first time, more money was spent on advertising internet (105.3 billion U.S. dollars) than on television (98.5 billion U.S. dollars). The largest amount spent in 2008, still in print (147 billion U.S. dollars). [40] The same year, Welt-Online reported that the U.S. pharmaceutical industry spent nearly double the amount of advertising (57.7 billion dollars) than it did in the research (31.5 billion dollars). But Marc-Andre Gagnon und Joel Lexchin of York University, Toronto, estimates that actual expenditure for advertising is even greater because not all entries are recorded by research institutions. [41] There are advertising campaigns indirect, such as sales, rebates and price reductions. Few consumers are aware of the fact that they are paying for every penny spent on relationships public, advertising, discounts, packages, etc., since they normally are included in calculating the price.

[Edit] Shaping and conditioning

Publicity for the McDonald's on Via di Propaganda in Rome, Italy

The most important element of advertising is not information but the suggestion to use more or less doing the associations, the use emotions (emotion) and drives dormant in the subconscious of people, such as sexual drive, herd instinct, desires, such as happiness, health, fitness, appearance, self-esteem, reputation, membership, social status, identity, adventure, distraction, reward, fears (fear appeal), such as sickness, weakness, loneliness, need, uncertainty, security or prejudice, learned reviews and comfort. "All human needs, relationships and fears – the deepest recesses of the human psyche – become mere means of expanding the universe of goods under the force of modern marketing. With the rise to prominence of modern marketing, commercialism – the translation of human relations into commodity relations – Albeit a phenomenon intrinsic to capitalism, has expanded exponentially. "[42]" cause-related marketing ', where advertisers link their products for some worthy social cause has grown over the past ten years.

Advertising explores the role model celebrities or popular figures and makes deliberate use of humor as well and associations with colors, music, the names of certain terms. Overall, these factors are perceived as yourself and self-esteem. In his description of "mental capitalism," says Franck, "the promise of making someone irresistible consumption is the ideal way of objects and symbols in subjective experience of a person. Of course, in a society where attention moves revenues afloat, consumption is driven by self-esteem. As a result, consumption becomes "Work" to attract a person. From the subjective point of view, this "work" camps opens unexpected dimensions to advertising. Advertising assumes the role of an adviser to life on appeal. (…) The cult around his own attraction is what Christopher Lasch describes as "culture narcissism. "[35] [36]

For critics of advertising other serious problem is that "long-term separation between advertising and editorial / creative side of media is rapidly disintegrating "and advertising is increasingly difficult to distinguish between news, information or entertainment. The borders between advertising and programming are becoming blurred. According to media companies all this commercial involvement has no influence on the content of current media, but as McChesney puts it, "this statement does not even pass the giggle test more basic, it's so absurd. "[43]

Advertising calls "very psychological theories about how individuals create, allowing advertising and marketing to take a "more clearly psychological tinge '(Miller and Rose, 1997, quoted in Thrift, 1999, p. 67). Increasingly, the emphasis in advertising has changed from providing "Information" to the factual symbolic connotations of goods, since the crucial premise of the advertising culture is that the material object that is being sold is not in itself sufficient. Even those products, which provides the more mundane needs of daily life must be imbued with symbolic qualities and culturally endowed with meaning through the "magic system (Williams, 1980) of advertising. In this way, and changing the context in which advertisements appear, things' can be made to mean "anything" '(McFall, 2002, p. 162), and that "things can be endowed with different meanings, for individuals and different groups of people, offering mass produced visions of individualism. [1]

Prior to advertising is done, research institutions market needs to know and describe the target group accurately plan and execute the advertising campaign and to get the best possible results. The spectrum of sciences deal directly with advertising and marketing, or is used to enhance their effects. Focus groups, psychologists and cultural anthropologists são'''de''rigor ' market research "[44]. vast amounts of data about people and their buying habits are collected, accumulated, aggregated and analyzed with the aid of credit cards, bonuses, sweepstakes and surveys online. With increasing precision it provides a picture of the behavior, desires and weaknesses of certain sections population with which advertisement may be used more selectively and effectively. The advertising effectiveness is enhanced through research of advertising. Universities, of course backed by companies and in cooperation with other disciplines (s. above), especially psychiatry, anthropology, neurology and behavioral sciences, are constantly looking for methods more refined, sophisticated, subtle and astute to make advertising more effective. "Neuromarketing is a new and controversial marketing which uses medical technologies such as functional magnetic resonance imaging (fMRI) – not to heal but to sell products. Advertising and marketing companies have used the ideas and research methods of psychology in order to sell products, of course. But today these practices are reaching epidemic levels and with a complicity on the part of the psychological profession that exceeds that of the past. The result is a massive propaganda offensive and marketing that includes undoubtedly the biggest Psychological single project ever undertaken. However, this great company remains largely ignored by the American Psychological Association. [45] Robert McChesney calls "the greatest concerted effort of psychological manipulation in all human history." [46]

[Edit] Dependence of media and corporate censorship

Almost all media are advertising media and many of them are exclusively for advertising and media, except of public service broadcasting are privately owned. Your income is predominantly generated through advertising, in the case of newspapers and magazines 50-80%. Service public broadcasting in some countries may also rely heavily on advertising as a source of income (up to 40%) [47]. In the opinion of critics media that does not spread ads can be independent and greater proportion of advertising, the greater dependence. This dependence has "implications distinct nature of media content …. In the business press, the media are often referred to in exactly the way they present themselves sincere in its moments: as a branch of the advertising industry. "[48]

In addition, the means of private communication are increasingly subject mergers and concentration of ownership with the situations often tangled and opaque. This development, Henry A. Giroux calls an ongoing "threat for democratic culture "[49] alone should be enough to sound all alarms in a democracy. Five or six advertising agencies dominate the industry 400,000 million U.S. dollars globally.

"Journalists have long faced pressure to shape stories for advertisers and owners a suit …. the vast majority of TV network executives found their news services "cooperative" in shaping the news to help the "development non-traditional revenue. "[50] and unwanted negative reporting can be prevented or influenced when advertisers threatened to cancel orders, or simply when there is the danger of such a cancellation. Media dependency and the threat becomes very real when there is only one dominant or very few large advertisers. The influence of advertisers is not only in relation to news and information about your products or services, but expands to articles or programs which are not directly connected to them. In order to ensure their revenue from advertising, the media has to create the best possible "The advertising environment. Another problem considered by critics of censorship is the refusal to accept advertising media that are not in their interest. A striking example is the refusal of TV stations to broadcast ads by Adbusters. Groups trying to place ads and are rejected by networks [51].

It is mainly the rate of visualization, which will decide the program on private radio and television companies. "Their business is to absorb as much attention as possible. The rate measures to see attention to the trade media for the information offered. The attraction of this service is sold to the advertising company [35] and viewing rates determine the price that may be required for publicity.

"Advertising companies determine the level of concerts has been part of everyday life in the U.S. since 1933. Procter & Gamble (P & G) …. a radio station offered a trade to make history (today known as "barter"): the company would produce its own program for "free" and save the radio station and the high expenses for the production of content. Therefore, the company would want to spread their commercials and, of course, their products on the show. Thus, the series' Ma Perkins was established that P & G expertly Oxydol used to promote the brand leader in detergent years, the novel was born … "[52]

While critics basically worry about the subtle influence the economy in the media, there are also examples of Blunt exert influence. The U.S. company Chrysler before the merger with Daimler Benz had his agency, Pentacom, send a letter to several magazines, requiring them to send a summary of all topics before the next edition is published to "avoid conflicts". Chrysler above all, wanted to know if there would be articles with "sexual, political or social content" or it could be seen as "provocative or offensive. Pentacom executive David Martin said: "Our reasoning is that any product to look like a $ 22,000 that was surrounded by positive things. There is nothing positive about an article on child pornography. "[52] In another example, the" USA Network held top level meetings off-the-record 'with advertisers in 2000 to let them tell the network what kind of programming content that they wanted to USA to get their advertising. "[53] Television programs are designed to meet the needs of advertising, for example, dividing them into appropriate sections. His drama is usually designed to end on or suspended leave a question unanswered, to keep the viewer on.

The video system, while outside the direct influence of the wider system of marketing, is now fully integrated through strategies of licensing, tie-ins and product placements. The prime function of many Hollywood movies today is to support the sale of the immense collection of commodities. [54] The press called the 2002 Bond film "Die Another Day 'with 24 promotional partners a great ad-venture "And noted that Bond" has been "licensed to sell" As has become standard practice to place products in movies, he "has self-evident implications for the types of films attract product placement and what types of films are therefore more likely to have done "[55].

Publicity and information is increasingly difficult to distinguish from one another. "The boundaries between advertising and the media increasingly blurred …. …. That August Fischer, chairman of the Axel Springer publishing house considers it a "partnership established between the media and advertising companies' critics regard as nothing more than the infiltration functions and journalistic freedoms. "According to RTL executive Helmut Thoma" private stations should not and can not serve any mission, but only the company's goal is to "acceptance by the advertising company and viewer. Prioritisation, this order really says it all about design 'programs' private television. " [52] Patrick Le Lay, former director of TF1, the private French television channel with a market share of 25 to 35% said: "There are many ways to talk about television. But from a business perspective, let's be realistic: basically, the job of TF1 is, for example, to help Coca-Cola sells its product. (…) For an advertisement to be perceived in the brain of the viewer must be at our disposal. The work of our programs is to make it available, that is, to distract you, relax you and get you up between two posts. It is time for human brain Available we sell to Coca-Cola. [56]

Because of these dependencies for a broad and critical public debate about advertising and its influence on information and freedom of expression is difficult to obtain, at least through the usual channels of communication, otherwise they themselves outside the branch you are sitting. "The notion that the basis of commercial media, journalism and communication could have worrisome implications for democracy is excluded from the range of legitimate debate, just as capitalism is "off limits as a subject of legitimate debate in U.S. culture policy "[57].

An early critic of the structural base of U.S. journalism was Upton Sinclair, with his novel The Brass Check, he emphasizes the influence owners, advertising, public relations, and economic interests in the media. In his book "Our Master's Voice – Announcement" social ecologist James Rorty (1890-1973) wrote: "The mouth of a gargoyle is a speaker, fueled by the interest of an industry two billion dollars, and back than the interests of business as a whole, industry, finance. It is never silent, it drowns out all other voices, and does not suffer reprimand, it is not the voice of America? This is your complaint and to some extent, is a just claim …"[ 58]

She taught us how to live, to fear, which to be proud of as being beautiful, how to be loved, how to be envied, how to be successful .. Is it any wonder that the population U.S. tends increasingly to talk, think, feel, in terms of Jabberwocky? That the stimulus of art, science, religion, are progressively expelled to the periphery of American life to become marginal values cultivated by marginal people in marginal weather? "[59]

[Edit] The marketing of culture and sport

Shows, exhibitions, shows, concerts, conventions and other events more can hardly take place without sponsorship. The arts and the increasing lack of culture that buy the service of attraction. Artists are graded and paid according to the value of his art for commercial purposes. Corporations promote renowned artists, and therefore does the exclusive rights in global advertising campaigns. Broadway shows such as "La Bohème featured" props commercial as a whole [60].

Advertising itself is widely regarded as a contribution to culture. Advertising is an integrated fashion. In many parts clothing company logo is the project or just an important part of it. There is little room just off the consumer economy, where the culture and art can develop independently and where alternative values may be expressed. The last important sphere, the universities, is under strong pressure to open for business and their interests [61].

inflatable billboard in front of a sports stadium

competitive sport has become unthinkable without a sponsor and there is a mutual dependence. High income from advertising is only possible with a comparable number of viewers or viewers. Moreover, the underperformance of a team or an athlete results less advertising revenue. Jürgen Huth, Hans-Jörg Stiehl talk about a 'Sports / Media Complex which is a complicated mixture media, agencies, managers, promoters, sports publicity, etc., with some common and partly conflicting interests, but in any case, with concerns common business. The media is likely to be at center stage, because it can provide other parties with a rare commodity, namely: (potential) attention the public. In sports "the media is able to generate huge sales in both circulation and advertising." [62]

"The sponsorship Sports is recognized by the tobacco industry, advertising valuable. The Tobacco Industry magazine in 1994 described the Formula One car as "the advertising space world's most powerful ". …. In a cohort study conducted in 22 secondary schools in England in 1994 and 1995 boys, whose favorite sport was racing television 12.8% had a risk of becoming regular smokers compared to 7.0% of boys who do not follow motor racing. "[63]

It is not the sale of tickets but the broadcast rights, sponsorship and merchandising, however, constitute the bulk of revenue and Sports Association's sports club with the Committee (IOC International Olympic), assuming leadership. The influence of the media has brought many changes in the sport, including the admission of new sports trend 'Olympics, the change of distance competition, changes in rules, animation viewers, the change sports facilities, worship of sports heroes who quickly established in the advertising and entertainment companies because of its value media [64] and last but not least, the naming and renaming of sports stadiums, after the big companies. "In sports to adapt to the logic of the media may contribute to the erosion of values such as equality of opportunity or fairness, the excessive demand of athletes through public pressure and exploitation Multiple or fraud (manipulation of doping, the results …). It is in the interest of media and sports to combat this danger because sports media only there can function as a sport [64].

[Edit] Occupation and commercialization of public space

Each visually perceptible place has a potential for advertising. Especially in urban areas with their structures, but also the landscapes seen through rates are increasingly becoming media for advertising. Signs, posters, billboards, banners have become decisive factors for the urban appearance and their numbers are still increasing. "Advertising Pool became inevitable. Traditional billboards and transit shelters have opened the way for more invasive methods, such as the vehicles involved, sides of buildings, electronic signs, kiosks, taxis, billboards, sides of buses, and more. Digital technologies are used in buildings for sport 'wall displays urban. In urban areas commercial content is placed in our eyes and into our consciousness every moment we are in public space. OO German newspaper "Zeit" called it a new kind of dictatorship that we can not escape. [21] Over time, this domination of the environment has become the "natural" state. Through long-term commercial saturation, it has become implicitly understood by the public that the advertising has the right to possess, occupy and control every inch of space available. The steady normalization of invasive advertising dulls the public's perception of their surroundings, re-enforcement of a general attitude of powerlessness for creativity and change, therefore, a cycle that allows advertisers to develop slowly and steadily increasing saturation of advertising with little or no public outcry. [65]

The guidance for massive changes optical publicity function of public spaces that are used by brands. landmarks are transformed into brands. The greatest pressure is exerted on fame and much frequented public spaces that are also important for the identity of one city (eg, Piccadilly Circus, Times Square, Alexanderplatz). public urban spaces are commodities and as such are subject to "protection the aesthetic environment, mainly through building standards, protection of heritage and landscape protection. "Is this ability of these spaces are being privatized. They are filled with billboards and placards, they are turned into advertising media. "[34] [35]

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

"Advertising has an agenda" adjustment function " What is the capacity, with huge sums of money to put the consumer as the only item on the agenda. In the battle for a share of public awareness of this amounts to no treatment (Ignorance) of what is commercial and what is not advertised to. Advertising should be a reflection of societal norms and give clear picture of the target market. Balls advertising and trade without serving the muses and relaxation remain without respect. [neutrality is disputed] With the growing force of advertising becomes comfortable in the private sphere so that the voice of commerce becomes the dominant mode of expression in society. "[66] Advertising critics see advertising as the leading light in our culture. Sut Jhally and James Twitchell more so considering advertising as a kind of religion and that advertising has replaced religion as an institution fundamental [67].

"Advertising Standards (or the media business) is the largest single project ever undertaken by the psychological human race. No entanto, para tudo isso, o seu impacto sobre nós permanece desconhecida e ignorada. When I think the media influence over years, for decades, I think these brainwashing experiments conducted by Dr. Ewen Cameron in a psychiatric hospital in Montreal in 1950 (see MKULTRA). The idea of CIA-sponsored "depatterning" experiments were clothes conscious, unconscious or semiconscious patients with headphones, and flood the brain with thousands of repetitive "drive" messages alter their behavior over time …. Advertising wants to do the same thing. "[25]

Advertising is especially aimed at young people and children, and increasingly reduces young people to consumers. [49] For Sut Jhally is not "surprising that the central and much to be spent on what should become a presence important in social life. Indeed, commercial interests intention to maximize the consumption of immense collection of commodities colonized more and more spaces in our culture. For example, almost the entire media system (television and print) was developed as a delivery system for traders its main function is to produce the public for sale to advertisers. Both the advertisements it carries, and the editorial matter that acts as a support for it, celebrate the consumer society. The theater system, while outside the direct influence of the wider system of marketing, is now fully integrated with the strategies of licensing, placement and tie-ins product. The main function of many Hollywood movies today is to help sell the vast collection of goods. As public funds are drained sector non-commercial art galleries, museums and symphonies offer of corporate sponsorship. "[54] Likewise made to the education system and advertised each increasingly penetrating schools and universities. Cities like New York, accepting sponsors for public playgrounds. "Even the pope has been sold … The pope visit four days to Mexico in 1999 … was sponsored by Frito-Lay and PepsiCo. [68] The industry is accused of being one of the engines powering a complicated system of economic production, that promotes mass consumption. As far as the social effects are concerned, no matter whether the fuel consumption of advertising, but that the values, behavior patterns and the assignments of meaning that spreads. Advertising is accused of hijacking the language and pop culture media, movements of protest and even subversive criticism and not shy away from scandal and break taboos (eg Benetton). In turn, stimulates the action to the contrary, Kalle Lasn that in 2001 the chamado''Jamming Jam da''Jammers. Anything goes. "It is a central social scientific question that people can be made through the appropriate design conditions and of great practical importance. For example, a large number of experimental psychological experiments that can be assumed that people can be made to make any thing they are capable of, when the second social condition can be created. "[69]

Advertising often uses stereotypical gender roles between men and women reinforce existing clichés and has been criticized as "inadvertently or intentionally promote sexism, racism and discrimination age … At least, advertising reinforces stereotypes, often taking up to recognize the "types" to tell stories in a single images or 30 frames a second time. [38] The activities are described as typical male or female (stereotypes). Moreover, people are reduced to their sexuality or equated with commodities and gender specific qualities are exaggerated. Sexualized female bodies, but increasingly men, serve as eye-gatherers. In advertising is usually a woman, being represented as

• servants of men and children who react to the demands and complaints of their loved ones with a guilty conscience and the promise of an immediate improvement (washing, food)
• a sex toy or emotional self-assertion of Men
• a technique being totally clueless (almost always male) who can only manage a childproof operation
• Expert, sex female stereotype but the areas of fashion, cosmetics, food or medicine, most
• as ultra slim, slim, very slim.
• do groundwork for others, for example, serve coffee as a reporter interview a politician [70]

A large portion of the advertising business with the promotion of products that relate to body image ideal. This is mainly directed at women, and in the past, this kind of publicity it was devoted almost exclusively to women. Women in ads are generally portrayed as good-looking women who are in good health. This, however, is not the case for the average woman. Therefore, they give a negative message of body image for the average woman. Because of the media, girls and women who are overweight, and otherwise "normal" feels almost obliged to take care of themselves and stay fit. They feel under pressure to maintain a weight acceptable and take care of your health. Consequences of this are low self-esteem, eating disorders, self mutilation and operations for beauty women who simply can not bring myself to eat right or get the motivation to go to the gym. EU Parliament adopted a resolution in 2008 that advertising does not may be discriminatory and degrading. This shows that politicians are more concerned about the negative impacts of advertising. However, the benefits of promoting global health and fitness are often overlooked. Men are also negatively portrayed as incompetent and target of all jokes in advertising.

[Edit] Children and adolescents as target groups

The market for children, where resistance to advertising is weakest, is the pioneer "for creep "ad [71]." Children are among the most sophisticated observers of ads. Can sing jingles and identifying logos, and they often have feelings strong on products. What they generally do not understand, however, are the issues that underlie how advertising works. Media are used not only to sell products but also ideas, how we should behave, what rules are important, we must respect and we should value. "[72] Youth is increasingly reduced to the role of a consumer. Not only the manufacturers of toys, candy, ice cream, breakfast and sporting prefer their promotion goal for children and adolescents. For example, an ad for a breakfast cereal in a canal aimed at adults will have music that is a gentle ballad, while in a channel for children, the same ad uses an attractive jingle rock the same way

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