mass media and society chapter 12: advertising and pr
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Mass Media and Society
Chapter 12: Advertisingand Public Relations
March 17, 2014
Chapter 12: Advertising and Public Relations
• History of advertising• Public Relations• Advertising and public
relations in the digital age
The shifting role of advertising/ branding
• Today, brands are publishers
• Chipotle: “Farmed and Dangerous”
• Vice: Branded content channels
Criticism ofbranding today
• Documentaries: “No Logo” (2003), “The Greatest Movie Ever Sold” (2011)
• Backlash against corporations
Defining advertising
• Advertising is promoting a product or service through the use of paid announcements.
• Advertising rose in late 1800s, gained stature through 20th century.
Advertising in the 20th century
• World War I: advertising and propaganda boom
• Product endorsements from celebrities in 1920s
• Consumer movement makes false advertising an issue
TV and advertising
• 1950s: Corporations sponsor TV shows
• Eventually, TV networks produce shows funded by ads from multiple companies
• 1980s: MTV brings music video approach to ads
Backlash• Sweatshop protests: Nike• Anti-corporation protests
target Starbucks, other symbols of capitalism
• Truth in advertising• Advertising of unhealthy
products: fast food, tobacco, soda
Types of advertising• Direct mail• Billboards• Radio ads• Newspaper ads• TV commercials• Viral ads• Social media• Mobile phones
Types of advertising
• Long-form content (Chipotle, Red Bull, many others)
• Branded platforms (Vice)• Ads in video games• Product placement
(Reality TV, other outlets)
Regulation• FTC: Federal Trade
Commission founded in 1914; in 1938, granted expanded power to protect consumers from misleading advertising
• Important resource for consumer movement
Types of regulation• False advertising cease-
and-desist orders and forcing apology/acknowledgment
• Qualified experts• Celebrities use products• Disclosure of ingredients• Definition of terms• Children and privacy
Cultural influence• Role in lifestyle• Consumerism• Status quo• Defining product in terms
of new cultural trends (Apple “1984”)
• Stereotypes: women and minorities
• Positive effects
Public Relations: Four Models
• Traditional publicity model• Public information model• Persuasive
communication (2-way asymmetric)
• Two-way symmetric
Functions ofpublic relations
• Media relations• Internal communications• Business-to-business• Public affairs
PR campaigns
• Initial research phase• Strategy phase• Tactics phase• Evaluation phase
Shifting from advertising to PR
• Tobacco industry• Branding focuses on
overall image of company• Successes: Apple, Nike• Failures: BP