Media and advertising

MMC -4

While;

Media provides information and Entertainment,

and, Advertising provides information and updates

about a brand/product, There exist a few issues that arise in relation

between Media and Advertising.

Media and Advertising

The advertiser pays money to the media

organization to broadcast his ads. In return, asks the favor of the media organization

not to broadcast/print any information that could harm the firm’s reputation.

Free media channels have a cost

In relevance to a magazine:

By publishing an advertisement, the media organization also brings product to the advertiser.

Whereas; By buying the magazine, the audience

also buys the ad, and thus, becomes the product to the advertiser.

The Audience as the Product

Sometimes, the ad production caters the two

prospects existing in our society; The existence of the public as audience of

the media. Public existing as the consumer of the

advertiser’s product.

The Audience also as the Consumer

The implication of photo editing through soft-

wares, such as Adobe Photoshop, which has lined up the advertisements with an angle of fantasy.

Such advertisements veil away the true identity of the product/advertiser, mislead the audiences/consumer to a certain degree.

Manipulation through Ads

These are the editorials, which indirectly

advertise a brand/product, under the heading of a news/article.

A newspaper or magazine advertisement that promotes the sponsor's product .

Advertorials provide complete details about product.

People give more credibility to editorial content than to paid advertisements.

Advertorials

It’s the merging of advertising and

entertainment to put brand recognition into viewer friendly content.

Advertainment does not provide just an advertisement, but unique and entertaining series to which audiences are more receptive than traditional advertisements.

Advertainment

An advertising technique used by companies

to promote their products through appearances in film, television, or other media.

Through product placement, companies hope that moviegoers will take note of the products used by the characters, and therefore think more strongly about using the products themselves.

Product Placement

Bagdikian says that broadcast media and

newspapers face different type of pressures. Corporations use newspapers, magazines and

broadcasting not just to sell their goods but to maintain their economic and political influence.

Such power and influence is also practiced by the Political individuals/parties as well.

Political influence

The portraying of the military forces in movies

is also a way to advertise the organization. In movies, the military helps the producer with

the equipment and shots needed while the story and script is always revised by the forces according to their policies.

These movies are made for the image building of Military, whereas such certainly results in positive attitude, by the public.

Military in Movies

According to Bagdikian:

Globalization of consumers has transformed the advertising techniques used by the advertisers.

Other cultures have slowly penetrated into our society.

It has changed the media organizations’ behavior towards other universal perspectives.

Globalization of consumers

Thank you