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Examining the issues facing the advertisement industry in general

Bagdikian also goes on to show that mass advertising also introduced a new factor in selling: It began to prevent competition and that it would negate the classical theory of supply and demand that was described by Adam Smith see p.

Media and Advertising

Robert McChesney, for example also observes similar things: Advertising [in oligopolistic markets] provides a way to protect or expand market share without engaging in profit-threatening price competition. Even some mainstream journalists are sounding the alarm…. Henry Holcomb, who is president of the Newspaper Guild of Greater Philadelphia and a journalist for 40 years, said that newspapers had a clearer mission back when he began reporting. That mission was to report the truth and raise hell.

But corporate pressures have blurred this vision, he said. Some advertisers kill some stories and promote others, she said, asserting that there is an overwhelming influence of corporations and advertisers on broadcast and print news reporting.

The trends are all bad, worse and worse, Nichols said. Newspapers and broadcast journalists are under enormous pressures to replace civic values with commercial values. He labeled local television news a cesspool. Shredding the First AmendmentOnline Journal, 7 November 2002 Bagdikian also points out that as economic and political influence also becomes a factor for large businesses, ownership of media companies is often a result: Mass advertising is no longer solely a means of introducing and distributing consumer goods, though it does that.

It is a major mechanism in the ability of a relatively small number of giant corporations to hold disproportionate power over the economy.

These corporations need newspapers, magazines, and broadcasting not just to sell their goods but to maintain their economic and political influence. The media are no longer neutral agents of the merchants but essential gears in the machinery of corporate giantism. And increasingly they are not only needed but they are owned by the corporate giants. In that documentary he also highlighted a growing issue of concern, whereby advertisers were increasingly pressuring publications to not put their adverts next to such harrowing pictures, because it would affect the buying mood of the readers.

Back to top Military in Movies — Less Shock, More Awe Of course, as well as advertising and product placement within media products such as films comes the opportunity to advertise the military. Films such as Top Gun included heavy involvement of the Pentagon and others to provide an awe-inspiring film, showing the many amazing aspects of fighter pilots, high tech weapons and what it would supposedly be like to be part of the US Navy. What was not commonly known was the level of military involvement in the film.

Philip Strub Pentagon, in charge of reviewing the scripts and helping to determine which ones are going to get military cooperation: When Hollywood comes to us with a request for production assistance, we have an opportunity, an important opportunity, I think, to tell the American public something about the US military and help recruiting and retention at the same time.

When a moviemaker wants to make a war movie, or even a film that just incidentally includes the military, the natural place to go for props is the Pentagon.

Lawrence Suid author of several books on the history of military cooperation with the movies: Each side is using the other for its own ends. Filmmakers want to get cheap equipment or free equipment, free use of men. Moviemakers save money — where else are you going to get an aircraft carrier, for example? In exchange, the Pentagon gets examining the issues facing the advertisement industry in general influence how it is portrayed on the silver screen. The Navy saw this peacetime story of naval fighter pilot school as an opportunity to significantly boost its image and lent unparalleled support in the form of a carrier, aircraft, and technical advice.

Trento of the National Security News Service, a nonprofit news organization that investigates military issues: How did they get the cooperation? They allowed the military to rewrite their script. They essentially gave them the script and anything in the script that the military did not like or didn't think reflected well on the military was edited out and rewritten. Top Gun was significant to me and to others because it marked a rehabilitation in the portrayal of the military.

For the first time in many, many years, you could make a movie that was positive about the military, actors could portray military personnel who were well-motivated, well-intentioned and examining the issues facing the advertisement industry in general see their careers suffer as a consequence. On top of glamorizing the image of Navy pilots and stimulating a surge in flight training candidates, Top Gun also served to boost public confidence in American weapons technology, in general — technology that would be extensively tested in battle just four years later.

Top Gun also in large measure, in my view, prepared the American people for the Gulf War. Top Gun showed that we could shoot down airplanes, that our aircraft carriers could go anyplace, and that our pilots were the best.

And so, when the Gulf War comes along, there's no reason for any American civilian to believe that we can't beat Saddam Hussein. In other cases, the documentary adds, the films that were popular created a high expectation of the military, so any subsequent scandals would therefore gain a lot of negative attention. Skipping forward to 2007, the hit movie, Transformersincluded a mix of product placement and military involvement.

From clearly advertising certain laptop brands and memory cards as well as other products, to the awe inspiring military technology and resolve against the odds as the US military was overcome by transforming robots! Most movie-watchers probably realize that such films also lead to cross-selling toys from Hasbro and others. Even fast food outlets typically sell toys while mentioning the film all as part of the overall promotion, benefiting both the movie producer and the food outlet.

Yet, the film credits explicitly listed a product placement adviser as well as a military adviser, in addition to thanks to the Pentagon and others.

  • Yet, the film credits explicitly listed a product placement adviser as well as a military adviser, in addition to thanks to the Pentagon and others;
  • It may be too early to tell, at time of writing, but this could be important for the US establishment and military as public perception of war and military is at least a mixed bag in part because of the Iraq invasion and subsequent myriad of issues for the US and its military.

For sure, many may note the additional product placement and not feel there is anything wrong with that. It may be too early to tell, at time of writing, but this could be important for the US establishment and military as public perception of war and military is at least a mixed bag in part because of the Iraq invasion and subsequent myriad of issues for the US and its military.

Back to top Globalization of consumers As globalization becomes ever more prominent, the role of media and advertising and consumerism also increases. This is ideal for the large multinationals that can take best advantage of globalization as they see an even larger market to which products can be sold.

However, diverse cultures could sometimes be an obstacle to easy selling. Globalization is integrating not just trade, investment and financial markets. It is also integrating consumer markets. On the social side local and national boundaries are breaking down in the setting of social standards and aspirations in consumption.

Market research identifies global elites.