Mass Media: Debates on Advertising

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Janae Plummer
Mass Media
Mr. Johnny
11 Jan 2013
Debates on Advertising
In the text , introduction to mass communication media literacy and culture, Stanley Baran states specific complaints about advertising. He states that advertising is intrusive , deceptive, exploits children, and demean and corrupts culture. Ads can be intrusive because they are everywhere and interfere with and alters our experience. It can be deceptive because the ads implicitly and sometimes explicitly says that it came improve someone's lives through a purchase of a product. Ads also exploit children because they are targeted. There are ads that are specifically mind blowing go them. Finally, ads demanding and corrupts culture by appealing to human values and needs. Advertisers accomplish this goal by using the AIDA approach  and consumer culture. The AIDA approach is used to persuade consumers and the consumer culture is used to impose new definitions that serve the advertiser and not the cultures important aspects of our lives. The disagreements that are shown by Baran in Chapter 12 are legitimate. The arguments that are provided supports the complaints given. I believe the accusations that support advertising are tolerable. Advertising is everywhere and interferes with and alters our experience. Advertising is all over the world. Ads does not have to be actual billboards or commercials on television. The clothes that we wear and the products that we use are also advertisements. This is also called 360-marketing. Advertising can also be deceptive. There are many products in our society where it is supposed to change out lives. For example, "AXE" , a male shampoo, is supposed to attract more women if you wear it. These products can be deceiving to our culture because of this. The advertisers know that people in society want an excitement in their lives , so to improve that they create products that excite the consumers. I also think that advertisements do exploit children. Ads...
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