The document discusses several issues that arise in the relationship between media and advertising. It notes that while media provides information and entertainment, and advertising provides information about brands and products, there are some challenges. Specifically, it outlines how advertisers pay media organizations to broadcast ads in exchange for favorability, how audiences function as both the product being sold to advertisers and also as consumers, how ads can manipulate audiences through techniques like photoshopping, and how political and military organizations use media for their own influence and image promotion. It also discusses how globalization has impacted advertising techniques.

1. MMC -4

2. Media and Advertising

 While;
 Media provides information and Entertainment,
and,
 Advertising provides information and updates about a
brand/product,
 There exist a few issues that arise in relation between
Media and Advertising.

3. Free media channels have
a cost

 The advertiser pays money to the media organization to
broadcast his ads.
 In return, asks the favor of the media organization not to
broadcast/print any information that could harm the
firm’s reputation.

4. The Audience as the
Product

 In relevance to a magazine:
 By publishing an advertisement, the media
organization also brings product to the advertiser.
 Whereas;
 By buying the magazine, the audience also
buys the ad, and thus, becomes the product to
the advertiser.

5. The Audience also as the
Consumer

 Sometimes, the ad production caters the two
prospects existing in our society;
 The existence of the public as audience of the
media.
 Public existing as the consumer of the advertiser’s
product.

6. Manipulation through Ads

 The implication of photo editing through soft-wares,
such as Adobe Photoshop, which has lined up the
advertisements with an angle of fantasy.
 Such advertisements veil away the true identity of
the product/advertiser, mislead the
audiences/consumer to a certain degree.

7. Advertorials

 These are the editorials, which indirectly advertise a
brand/product, under the heading of a news/article.
 A newspaper or magazine advertisement that
promotes the sponsor's product .
 Advertorials provide complete details about
product.
 People give more credibility to editorial content than
to paid advertisements.

8. Advertainment

 It’s the merging of advertising and entertainment to
put brand recognition into viewer friendly content.
 Advertainment does not provide just an
advertisement, but unique and entertaining series to
which audiences are more receptive than traditional
advertisements.

9. Product Placement

 An advertising technique used by companies to
promote their products through appearances in film,
television, or other media.
 Through product placement, companies hope that
moviegoers will take note of the products used by
the characters, and therefore think more strongly
about using the products themselves.

10. Political influence

 Bagdikian says that broadcast media and
newspapers face different type of pressures.
 Corporations use newspapers, magazines and
broadcasting not just to sell their goods but to
maintain their economic and political influence.
 Such power and influence is also practiced by the
Political individuals/parties as well.

11. Military in Movies

 The portraying of the military forces in movies is
also a way to advertise the organization.
 In movies, the military helps the producer with the
equipment and shots needed while the story and
script is always revised by the forces according to
their policies.
 These movies are made for the image building of
Military, whereas such certainly results in positive
attitude, by the public.

12. Globalization of consumers

 According to Bagdikian:
 Globalization of consumers has transformed the
advertising techniques used by the advertisers.
 Other cultures have slowly penetrated into our
society.
 It has changed the media organizations’ behavior
towards other universal perspectives.

13. Thank you