1. Mass Media and Society
Chapter 12: Advertising
and Public Relations
March 17, 2014

2. Chapter 12:
Advertising and
Public Relations
• History of advertising
• Public Relations
• Advertising and public
relations in the digital age

3. The shifting role of
advertising/ branding
• Today, brands are
publishers
• Chipotle: “Farmed and
Dangerous”
• Vice: Branded content
channels

4. Criticism of
branding today
• Documentaries: “No
Logo” (2003), “The
Greatest Movie Ever
Sold” (2011)
• Backlash against
corporations

5. 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.

6. 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

7. 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

8. Backlash
• Sweatshop protests: Nike
• Anti-corporation protests
target Starbucks, other
symbols of capitalism
• Truth in advertising
• Advertising of unhealthy
products: fast
food, tobacco, soda

9. Types of advertising
• Direct mail
• Billboards
• Radio ads
• Newspaper ads
• TV commercials
• Viral ads
• Social media
• Mobile phones

10. Types of advertising
• Long-form content
(Chipotle, Red Bull, many
others)
• Branded platforms (Vice)
• Ads in video games
• Product placement
(Reality TV, other outlets)

11. Regulation
• FTC: Federal Trade
Commission founded in
1914; in 1938, granted
expanded power to
protect consumers from
misleading advertising
• Important resource for
consumer movement

12. 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

13. Cultural influence
• Role in lifestyle
• Consumerism
• Status quo
• Defining product in terms
of new cultural trends
(Apple “1984”)
• Stereotypes: women and
minorities
• Positive effects

14. Public Relations:
Four Models
• Traditional publicity model
• Public information model
• Persuasive
communication (2-way
asymmetric)
• Two-way symmetric

15. Functions of
public relations
• Media relations
• Internal communications
• Business-to-business
• Public affairs

16. PR campaigns
• Initial research phase
• Strategy phase
• Tactics phase
• Evaluation phase

17. Shifting from
advertising to PR
• Tobacco industry
• Branding focuses on
overall image of company
• Successes: Apple, Nike
• Failures: BP