Overview
This lecture explores the history, impact, and practices of advertising and public relations (PR), examining their influence on American culture and modern media.
History and Evolution of Advertising
- Advertising began in ancient markets, evolving significantly with the invention of the printing press in 1440.
- 19th-century newspapers used advertising revenue to lower prices and reach wider audiences.
- Branding emerged in the late 1800s with industrial packaging and mail-order catalogs.
- Advertising gained respectability after World War I and reached new heights with the rise of radio and television.
- The creative revolution of the 1960s saw advertising focus on creativity and cultural values.
- Digital media and the Internet have led to targeted, personally relevant advertising, but challenged print revenue.
Types and Techniques of Advertising
- Traditional forms: billboards, print ads, radio, and TV commercials remain common.
- Product placement integrates brands into media content, especially TV and film.
- Digital advertising includes viral ads, targeted social media marketing, and in-app mobile ads.
- Viral ads rely on creativity and audience engagement to spread rapidly online.
Regulation of Advertising
- The Federal Trade Commission (FTC) regulates false and misleading advertising claims.
- The 1938 Wheeler-Lea Amendment empowered the FTC to protect consumers from deceptive ads.
- The Advertising Substantiation Program (1971) requires proof for advertising claims.
- The FTC also regulates environmental and online advertising, including children’s privacy.
Cultural Impact of Advertising
- Advertising both reflects and shapes consumer culture and societal values.
- Ads have influenced concepts of modernity, gender roles, and beauty standards.
- Stereotypical representation of minorities and women has improved, but issues persist.
- Advertising to children, especially for toys and junk food, remains controversial.
Public Relations: Concepts and Models
- PR builds and maintains favorable relationships between organizations and their publics.
- The four models of PR: traditional publicity, public information, persuasive communication, and two-way symmetric.
- PR campaigns typically involve research, strategy, tactics, and evaluation phases.
- Functions of PR include media relations, internal communications, public affairs, investor relations, and crisis management.
Branding in PR and Culture
- Branding links products or companies with specific cultural values or lifestyles.
- Modern branding focuses on company image and emotional connection, not just product features.
- Successful brands like Apple and Nike use mystique, community, and endorsements.
- PR crises can quickly damage established brands.
PR in Politics and Society
- PR shapes political images, government communication, and issue advocacy.
- Branding has become crucial in political campaigns, shaping public perception and candidate identity.
Key Terms & Definitions
- Advertising — promoting products or services through paid announcements.
- Product endorsement — support from a celebrity for a product or service.
- Branding — associating a brand with cultural values or lifestyles.
- Viral ads — advertisements that spread rapidly online.
- Advergames — online games marketed to children featuring products.
- Public relations (PR) — actions to communicate with an organization’s constituents.
- Traditional publicity model — aims to gain media attention.
- Public information model — passes information to the public.
- Persuasive communication model — persuades a target group.
- Propaganda — spreading information to influence causes.
- Two-way symmetric model — seeks consensus between groups.
- Crisis management — PR strategies to minimize negative publicity.
Action Items / Next Steps
- Answer the provided short- and critical-thinking questions about advertising and PR.
- Research and write a 15-word personal brand description as assigned.
- Review the section questions for deeper understanding of advertising and public relations.