Wednesday, 28 June 2017

Advertising

Advertisers like to tell parents that they can always turn off the TV to protect their kids from any of the negative impact of advertising. This is like telling us that we can protect our children from air pollution by making sure they never breathe. Advertising is our environment. We swim in it as fish swim in water. We cannot escape it. Unless, of course, we keep our children home from school and blindfold them whenever they are outside of the house. And never let them play with other children. Even then, advertising's messages are inside our intimate relationships, our homes, our hearts, our heads. - Jean Kilbourne

Advertising, in fact, is the effort of business men to take charge of consumption as well as production. They are not content to supply a demand, as the text-books say; they educate the demand as well. In the end, advertising rests upon the fact that consumers are a fickle and superstitious mob, incapable of any real judgment as to what it wants or how it is to get what it thinks it would like. A bewildered child in a toy shop is nothing to the ultimate consumer in the world market of today. To say, then, that advertising is merely a way of calling attention to useful goods is a gorgeous piece of idealization. Advertising is in fact the weed that has grown up because the art of consumption is uncultivated. - Walter Lippmann

Good, careful advertising of the steady, never-let-up sort will positively win. It isn't the fisherman who goes thrashing along and fishes the whole length of a stream in an afternoon that gets the fish. It's the quiet chap who finds a likely looking hole and camps out right by it until he gets his fish and then tries another in the same careful way. More than that, this careful fisherman does not get discouraged because Mr. Fish fails to snap up the hook at the first cast. He tries the bait and he tries the flies, and he changes his lure and his point of view until he hits it right. If the business doesn't respond to the advertising, change the advertising. Don't lay it up to the public that your bait doesn't tempt them. - Frank Farrington

In contemporary society, advertising is everywhere. We cannot walk down the street, shop, watch television, go through our mail, log on to the Internet, read a newspaper or take a train without encountering it. Whether we are alone, with our friends or family, or in a crowd, advertising is always with us, if only on the label of something we are using. - Guy W. D. Cook

It is this emphasis on value which for many people excludes ads from admission into the canons of art. The value of art, moreover, especially in literature, is often associated with opposition to our detachment from the dominant values of society. In comparison with literature, ads accept and glorify the dominant ideology while literature often rejects and undermines it. The simple fact that ads answer the brief of their clients’ accounts for the common perception that while art is a vehicle of honesty, advertising is more likely to be a vehicle of deceit. - Guy W. D. Cook

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