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Media & Advertising Effects (Young, 2008)Advertising is an essential component of a thriving economy (Chaplin & Sturgess, 1981). Indeed, it can be argued that advertising is beneficial to the economy by encouraging informed consumers and by accelerating consumption and consequently production of goods to satisfy increased demand.However advertising is often seen as harmful; when paired with 'the child', the two put together evoke strong responses by both media and public, in part because of age-based limitations in how children understand persuasive messages.
What Is AdvertisingAdvertising is paid for and as such is part of the economic arrangements that characterise most free market, capitalist societies in the world where goods and services are exchanged and consumption is encouraged.The first aspect of advertising is recognisable as economic or consumer socialisation or how children grow up to understand and behave in economic and political worlds.Secondly advertising has traditionally been broadcast to many rather than few and is in the tradition of mass communication.Finally advertising and other forms of promotional activity comprise a rather ill-defined category of persuasive or promotional communication where the source is attempting to change or influence the receiver using carefully designed messages that are attractive or seductive and maybe not completely truthful.Advertising imparts information and in this sense is similar to encyclopaedias, or instructions on how to install and programme a digital television. Advertising is designed to attract attention and engage the audience.Advertising, however, differs from other communication forms in that it provides information about goods and services where the area of discourse is commercial. Put simply, advertising has the intent to sell, to persuade consumers to purchase some brands rather than others.Because of this promotional purpose, advertising only tells consumers about the positive aspects of the brand that is advertised, never the negative qualities. To do so, advertising uses visual and verbal rhetoric in order to communicate propositions and positive feelings about their brands. Brands consist of identifiable symbols that refer to the particular good or service being promoted and are, according to Kumatoridani (1982), the topic of the advertisement; all the rest of the advertisement is considered comment. These concepts of topic and comment are used in the analysis of any discourse.
Our Uneasy Alliance with Advertising EconomicsAdvertising and marketing fuel the economies of many cultures (Chaplin & Sturgess, 1981). That is, when consumers buy products, economies prosper. Moreover, the economics of television, especially in countries with no established tradition of a national public broadcasting service, necessitate the presence of advertising in programmes in order to fund them.While advertising is essential to the economies of many countries, the extent to which brands have a ubiquitous presence in the child's life in most countries of the world varies. Some brands appear in contexts such as sports sponsorship where they can be seen as part of deliberate promotional activity.
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