Module 3 Advertising

Question 1

Advertising as Scapegoat

Answer 1

often characterized as ‘bad guys’ in Western Culture

Question 2

Kellner argument on consumerism

Answer 2

promotes sexism, racism, and homophobia that’s motivated by profit and will get profit no matter the messages being sent through ads.

Question 3

Marshal McLuhan (1911-1980)

Answer 3

Canadian Thinker; wrote The Mechanical Bride: Folklore of Industrial Man which was essays on ads that looks at who we are as people being bombarded by “capitalist propaganda”

Question 4

John Berger Essay 7

Answer 4

ads do not sell products, but lifestyles; buy the product and buy happiness, sexiness, satisfying relationships and glamour and become the envied (person depicted in ads)

Question 5

Ads Target Fear

Answer 5

Sells you protection from things you fear (loneliness, zits, age, fat, hair loss) and ads make you fearful and then offer protection from these fears with their product

Question 6

Freedom gives 2 things:

Answer 6

-Freedom to buy any brands of the same thing
-Freedom of fear after buying those things to protect us from them

Question 7

Laissez-Faire (“Let you do”)

Answer 7

less government involvement in economy the better business and society will be

Question 8

Freedom of Market Place Choice

Answer 8

the freedom to choose from among 20 different price points of the same product under different brand names

Question 9

John Berger’s view on publicity

Answer 9

substitutes democracy for consumption choices; you’re free to be homeless, buy guns, and die from bullet wounds that unaffordable health care will not cover

Question 10

Michael Schudson

Answer 10

Looked at capitalist Propaganda

Question 11

Propaganda

Answer 11

information, especially biased and misleading nature, used to promote a political cause or POV; Soviet Union Communism Propaganda showing soviet union housewives struggling to feed their family due to communism (Reality = Poor funding into military and finances of the SU)

Question 12

Ads Shaping Sense of Values

Answer 12

conditions yourself not to allow ads to trigger unnecessary purchase; yet still sells you on political economy values that the ad celebrates and promotes

Question 13

Capitalist-Realist Tradition

Answer 13

Collect old candy and coffee tins, coke signs and they are antiques in collective unconscious

Question 14

Jean Kilbourne (Critical Media Theorist)

Answer 14

‘killing us softly’ documentary; ads emphasize narrow view on reality; flattens human complexities

Question 15

Commercial Realism

Answer 15

a plausible vision of reality is contrived to resemble the glimpsed world

Question 16

Capitalist Realism

Answer 16

the predominant conception that capitalism is the only viable economic system, and thus there can be no imaginable alternative

Question 17

Hyper-ritualization

Answer 17

Something that is already a ritual can in turn become ritualized

Question 18

Low Involvement Learning

Answer 18

a communication model of consumer behaviour in which the consumer is assumed to pass from cognition stage to behaviour stage and finally to the stage where there is change in attitude

Question 19

Syntactical Indeterminacy

Answer 19

Images lack syntax indicating causality, analogy, relationships or conditionals. (Visuals can indicate space and. time)