Chapter 11 Lecture Notes
Chapter 11 Lecture Notes JRL 101
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Popular in Journalism Core
This 3 page Class Notes was uploaded by Mikaela Spence on Tuesday May 3, 2016. The Class Notes belongs to JRL 101 at West Virginia University taught by Dr. Oppe in Summer 2015. Since its upload, it has received 22 views. For similar materials see Media and Society in Journalism Core at West Virginia University.
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Date Created: 05/03/16
Chapter 11 JRL 101 When does Targeting get Creepy? • Computer keeps data of what you buy with debit card What is Advertising? • Super Bowl- commercials soar • Nike / Under Armour Birth of Consumer Culture • Agriculture- o Get up before sunrise, go to bed at sundown o Very simple life • Then everyone moved to the city o Disposable income from the factories • Modernization o You can make your own way in USA • Economy of abundance o Dog Treats § Different sizes, flavors, textures o Toilet Paper § Whole isle for it o Tooth paste Birth of Consumer Culture • Brand names o Quaker Oats o Pears’ Soap § First brand name Advertising- Suported Media • 1830’s: Penny press newspapers • Mid- 1800’s o Civil war o Rail road § Magazines Consumer Advertising • Local Advertising o In weekly paper, put an ad out for yourselves • National Advertising o Nike, Gatorade • Direct Action o “Do it now” o “Come buy this” • Indirect Action o Image you’re trying to portray o Nike Other forms of Advertising • Advocacy Advertising o Ice Bucket Challenge o Stand up for people that cant stand up for themselves • Public Service o Hillary Duff § Don’t say gay o Smokey the Bear § Only you can prevent forest fires The advertising business • Client o Nike and ad agency • Agency o Executive • Media o Where ads appear o Digital and physical • Audience o Message recipients The Media • Newspapers o DA is going to go more digital Psychographics and VALS • Filled out survey o Figuring out personal traits • If you know yourself and your traits, you’ll never have to work a day in your life Targeting Gay Consumers • Absolut Vodka was an early gay adviser • Gay-targeted ads becoming increasingly mainstream Advertising Myths • Advertising makes you buy things you don’t want: TRUE • Advertising makes things cost more: Myth • Advertising helps sell bad products: Myth • Advertising is a waste of money: Myth The problem of Clutter • Clutter o Ongoing challenge for advertisers § Have to overcome the clutter to make things noticeable Apple’s 1984 Super Bowl Ad • Introduced Mac computer