Role of Advertising in American SocietyConsumer drugsObesityValuesPerceptions of self and othersManipulation
Form of Mass Persuasion Social impact Psychological impact Cultural impact Various methods to “sell us products, ideas, attitudes, candidates, goals or states of mind.”-V. Packard, The Hidden Persuaders, 1957
Beyond Surveys…Freud suggested that material stored in theunconscious elements of our psyches is oftenresponsible for our actions.Pavlov’s dogsNeurological studies tell advertisers whichparts of the brain are activated by exposureto advertisements.
The Advertising Business Impact on society is partially the result of how advertising is developedConsider the context on cultural impact: Agency-Client relationship Conflicts of Interest Budgets Dumbed-down final product
Various AgendasOperating at different levels of management within anagencyComplete objectivity? (the one-campaign practice)Agency people sell themselves as well as the productDecisions based on testsHighly creative solutions can create opposition in allgroups (agency, client, consumer)
“1984” by AppleConflicted advertising decisionthat made historyRecall 78%3.5 million sold within sixhours, $155 million over next100 days