MIL for Teachers Module 05: Advertising 2023 UNITED NATIONS ALLIANCE OF CIVILIZATIONS (UNAOC) and UNITED NATIONS EDUCATIONAL, SCIENTIFIC AND CULTURAL ORGANIZATION (UNESCO) Source URL: http://unesco.mil-for-teachers.unaoc.org/modules/module-5/

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Module 5: Advertising
BACKGROUND AND RATIONALE
Advertising involves the paid use of the media (print and electronic) – in terms of time or space – to promote a message, service
or product. Generally speaking, there are two types of advertising: commercial advertising; and public service announcements,
sometimes called social marketing. Commercial advertising typically involves the promotion of a person, product, service or
company in order to generate sales (e.g. commercials and print ads for clothing companies, soft drinks, movies, etc.), whereas
public service announcements involve the promotion of messages and services that benefit the general public (e.g. health and
safety messages, literacy promotion, etc.) Both forms of advertising constitute the primary source of revenue for traditional and
new media. The revenue that media and other information providers receive from advertising is used to pay for operating costs
and the development of content (e.g. television programmes, website material, magazine articles, radio programmes, etc.). Without
this revenue, most private media companies, which form a part of a central advocating mechanism for the democracy and
freedoms we enjoy, could not survive.
It is important for the media to attract advertising revenue by offering opportunities or ‘vehicles’ that will appeal to advertisers and
sponsors. Therefore, the media often develop content that is in public demand or that will attract various large groups of citizens.
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These groups may be categorized according to age, race, sex, income, political persuasion, and so on.
Advertising, in one form or another, reaches almost every corner of the globe. Companies, organizations, citizens and governments
use advertising to promote products and services, and to convey information, beliefs and values. The information or messages
conveyed through advertising are essential to the decision-making public. Given the prominent role of advertising in our societies
today, teachers should understand what goes into the creation of effective advertising and be able to evaluate advertisements as
sources of information. Furthermore, it is important for teachers to learn about the mechanisms that allow citizens to provide
feedback on ads to the industry and to government officials.
Advertising can have a negative effect upon the media, however. Pressure from advertisers may lead to journalists avoiding writing
about controversial topics. It can drive out public – interest content in favour of entertainment that attracts a particular audience.
Unless there is a clear wall between the editorial and the business sides of the media, which is less and less the case, then the
business interests of the media company can impact content and news coverage without this being overt.
While advertising opportunities have expanded with the explosion of media and technology, the industry continues to be regulated
by specific codes intended to help maintain public confidence. Generally speaking, these codes operate at the national level and
are created by the advertising industry. The codes are designed to help ensure that advertising is truthful, fair and accurate. In
many countries, advertising councils and consumer affairs groups can be contacted by consumers if they have any questions or
concerns about industry practices.
Advertising today has moved beyond its traditional role. No longer confined to television commercials, magazine ads or billboards,
ads for more and more products, information, messages and ideas can now be presented through pop-ups on web sites, mobile
phones and other handheld devices, product placements in film and television programmes, and sponsorship agreements, as
companies continue to seek new ways to bring their information to the public. Governments, politicians and non-governmental
organizations (NGOs) also make use of advertising strategies as they attempt to promote and gain approval for policies or
programmes and, in some cases, improve their image.
In many countries, the local private advertising base is not sufficient to sustain all the media entities that exist. Therefore, at times,
media companies must also depend on advertising from foreign companies as well as the government. In addition, international
companies and organizations that want to reach local audiences purchase advertising space from local media. In recent years, we
have seen the emergence of ‘superbrands’: products or companies whose advertising and branding efforts have ‘gone global’.

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Unit 1: Advertising,
Unit 1: Advertising,
Revenue and Regulations
Revenue and Regulations
Unit 2: Public Service
Unit 2: Public Service
Announcements
Announcements
Unit 3: Advertising – the
Unit 3: Advertising – the
Creative Process
Creative Process
Unit 4: Advertising and the
Unit 4: Advertising and the
Political Arena
Political Arena
RESOURCES FOR THIS MODULE
Please note that the bulk of these resources are drawn from North America and may not be appropriate for use throughout
the world. Trainers should seek to identify alternative local or regional materials that offer more relevant examples to the
trainees.
Adbusters – Offers a critique of advertising and popular culture; famous for its ‘spoof’ ads
Advertising Age – An industry publication, with advertising costs, reports on strategies, etc.
Ads of the World – An advertising archive and forum discussing advertising work worldwide
The Persuaders – Frontline – This programme explores how marketing and advertising strategies have come to
influence not only what people buy, but also how they view themselves and the world around them. This 90-minute
documentary draws on a range of experts and observers of the advertising/marketing world. The entire programme can
be viewed online at the PBS website in six excerpts. For this module, if possible, view Chapters 1 and 2 of the
programme High Concept Campaign and Emotional Branding
http://www.un.org.za/public-service-announcement-on-the-effects-of-drugs
http://www.unodc.org/unodc/en/human-trafficking/human-trafficking-publicservice-announcements.html
http://saloproductions.com/public-service-announcements/psa-samples.php
The Merchants of Cool – Frontline – A document available online that explores how advertisers target youth
Think Literacy, Media, Grades 7–10 (2005) – A resource for creating public service announcements.
Rejected Online – Ads rejected by clients on aesthetic, commercial or strategic grounds. Also includes rejected,
banned, spoof and most criticized ads
RESOURCES FOR THIS MODULE
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