media and advertising
TRANSCRIPT
Media and advertising
MMC -4
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.
Media and Advertising
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.
Free media channels have a cost
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.
The Audience as the Product
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.
The Audience also as the Consumer
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.
Manipulation through Ads
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.
Advertorials
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.
Advertainment
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.
Product Placement
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.
Political influence
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.
Military in Movies
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.
Globalization of consumers
Thank you