mass media and society chapter 12: advertising and pr
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Mass Media and Society
Chapter 12: Advertisingand Public Relations
March 17, 2014
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Chapter 12: Advertising and Public Relations
• History of advertising• Public Relations• Advertising and public
relations in the digital age
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The shifting role of advertising/ branding
• Today, brands are publishers
• Chipotle: “Farmed and Dangerous”
• Vice: Branded content channels
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Criticism ofbranding today
• Documentaries: “No Logo” (2003), “The Greatest Movie Ever Sold” (2011)
• Backlash against corporations
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Defining advertising
• Advertising is promoting a product or service through the use of paid announcements.
• Advertising rose in late 1800s, gained stature through 20th century.
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Advertising in the 20th century
• World War I: advertising and propaganda boom
• Product endorsements from celebrities in 1920s
• Consumer movement makes false advertising an issue
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TV and advertising
• 1950s: Corporations sponsor TV shows
• Eventually, TV networks produce shows funded by ads from multiple companies
• 1980s: MTV brings music video approach to ads
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Backlash• Sweatshop protests: Nike• Anti-corporation protests
target Starbucks, other symbols of capitalism
• Truth in advertising• Advertising of unhealthy
products: fast food, tobacco, soda
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Types of advertising• Direct mail• Billboards• Radio ads• Newspaper ads• TV commercials• Viral ads• Social media• Mobile phones
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Types of advertising
• Long-form content (Chipotle, Red Bull, many others)
• Branded platforms (Vice)• Ads in video games• Product placement
(Reality TV, other outlets)
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Regulation• FTC: Federal Trade
Commission founded in 1914; in 1938, granted expanded power to protect consumers from misleading advertising
• Important resource for consumer movement
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Types of regulation• False advertising cease-
and-desist orders and forcing apology/acknowledgment
• Qualified experts• Celebrities use products• Disclosure of ingredients• Definition of terms• Children and privacy
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Cultural influence• Role in lifestyle• Consumerism• Status quo• Defining product in terms
of new cultural trends (Apple “1984”)
• Stereotypes: women and minorities
• Positive effects
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Public Relations: Four Models
• Traditional publicity model• Public information model• Persuasive
communication (2-way asymmetric)
• Two-way symmetric
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Functions ofpublic relations
• Media relations• Internal communications• Business-to-business• Public affairs
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PR campaigns
• Initial research phase• Strategy phase• Tactics phase• Evaluation phase
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Shifting from advertising to PR
• Tobacco industry• Branding focuses on
overall image of company• Successes: Apple, Nike• Failures: BP