Anna Barbarewicz Tuesday 10:45 Homework assignment # 4 Final Essay
Selling Good instead of Goods. The Phenomenon of American Public Service Advertising versus Commercial Advertising.
„Few elements in our daily lives are as persuasive as advertising.‟1
When at the end of 19th century, Harper’s Weekly, a New York City magazine, referred to advertisements as “a true mirror of life”, they probably did not realize how true and universal the comment was.2 Being a product tailored individually up to customers‟ needs and desires, advertisements, commercials, brochures, flyers have been reflecting everyday live, market, time and social changes. The last decades became a scene for a dynamic development of a new phenomenon, advertisements reflecting and addressing social and civilization problems. Since the late ‟80s there are more and more advertisements which not only do not encourage people to buy goods, but try to convince them to some ideas (e.g. tolerance, or social awareness), changing their former habits or behaviors (e.g. giving up drugs, safe driving, etc), or giving money for charity (e.g. to help children with cancer, to help flood or earthquake victims etc.). These are examples of so called public service advertisements, because they refer to important public issues and problems, trying to solve them with the use of commercial advertising techniques for non-commercial purposes. In
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S. Watson Dunn et al., Advertising: Its Role in Modern Marketing (Chicago: Dryden Press, 1990), 3. Daniel Pope, “Making Sense of Advertisements” Making Sense of Evidence: The U.S. Survey on the Web (June 2003): 1, http://historymatters.gmu.edu/mse/ads/, accessed December 9, 2010.
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general, public service advertising is “concerned with helping to achieve and mention desirable social change”.3 According to prof. Philip Kotler, who is believed to be a father of social marketing, public service advertising is “the use of marketing principles and techniques to... [continues]
Selling Good instead of Goods. The Phenomenon of American Public Service Advertising versus Commercial Advertising.
„Few elements in our daily lives are as persuasive as advertising.‟1
When at the end of 19th century, Harper’s Weekly, a New York City magazine, referred to advertisements as “a true mirror of life”, they probably did not realize how true and universal the comment was.2 Being a product tailored individually up to customers‟ needs and desires, advertisements, commercials, brochures, flyers have been reflecting everyday live, market, time and social changes. The last decades became a scene for a dynamic development of a new phenomenon, advertisements reflecting and addressing social and civilization problems. Since the late ‟80s there are more and more advertisements which not only do not encourage people to buy goods, but try to convince them to some ideas (e.g. tolerance, or social awareness), changing their former habits or behaviors (e.g. giving up drugs, safe driving, etc), or giving money for charity (e.g. to help children with cancer, to help flood or earthquake victims etc.). These are examples of so called public service advertisements, because they refer to important public issues and problems, trying to solve them with the use of commercial advertising techniques for non-commercial purposes. In
1 2
S. Watson Dunn et al., Advertising: Its Role in Modern Marketing (Chicago: Dryden Press, 1990), 3. Daniel Pope, “Making Sense of Advertisements” Making Sense of Evidence: The U.S. Survey on the Web (June 2003): 1, http://historymatters.gmu.edu/mse/ads/, accessed December 9, 2010.
1
general, public service advertising is “concerned with helping to achieve and mention desirable social change”.3 According to prof. Philip Kotler, who is believed to be a father of social marketing, public service advertising is “the use of marketing principles and techniques to... [continues]
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(2011, 04). Selling Good Instead of Goods. the Phenomenon of American Public Service Advertising Versus Commercial Advertising. StudyMode.com. Retrieved 04, 2011, from http://www.studymode.com/essays/Selling-Good-Instead-Of-Goods-The-656293.html
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"Selling Good Instead of Goods. the Phenomenon of American Public Service Advertising Versus Commercial Advertising." StudyMode.com. 04, 2011. Accessed 04, 2011. http://www.studymode.com/essays/Selling-Good-Instead-Of-Goods-The-656293.html.
