Mass Media: Advertising

McStay introduces the topic and the book's purpose and provides an overview of the history as well as the growth of digital advertising. He then examines various types of advertisements, from classified, digital video, display, and e-mail to in-game advertising, social networks, viral, virtual environments (Second Life), and mobile, among others. McStay discusses consumers who use the Internet, as well as how businesses monitor their behavior while online. He also examines consumers' perceptions and use of digital advertising, including interactive audiences and user-generated content; he addresses policy and regulation, which, he claims, has lagged behind the changes in technology, and its impact on society; and he provides a general discussion of the creative process in digital advertising.

Turow explains how the Internet today, rather than enhancing consumer power, diminishes it because of a customized media environment created by companies owned by marketers that secretly research the online behavior of vast numbers of users. Websites, advertisers, and others are continuously assessing the activities, intentions and backgrounds of virtually everyone online; even our social relationships and comments are being carefully and continuously analyzed, and Turow considers this a type of social profiling. As companies follow our digital behavior, potentially including mobile phones and TVs, the companies' claims that we are anonymous is irrelevant. Turow offers steps to offset the new rules of advertising that are secretly reshaping our world, steps including the need for teaching basic digital technologies to children, beginning in middle school, and a privacy dashboard that shows what information the advertiser used about you to create a specific ad. While reading like a classroom text, it is excellent, readable, and contains important information for a wide range of library patrons.--Whaley, Mary Copyright 2010 Booklist

Examines how American advertising both mirrors society and creates it. From the first newspaper advertisement in colonial times to today's online viral advertising, the text explores how advertising grew in America, how products and brands were produced and promoted, and how advertisements and agencies reflect and introduce cultural trends and issues.

Advertising is a business rooted in art, an art rooted in business, and it reached its peak in a specific place at a specific time: New York City at the end of the 1950s and through the '60s. AMC's award-winning drama Mad Men has garnered awards for its portrayal of advertising executives. This engaging, insightful narrative reveals, for the first time, the lives and work of the real advertising men and women of that era. Just as portrayed in the series, these creative people were the stars of the real Madison Avenue. Their innate eccentricity, vanity, and imagination meant their behavior and lifestyle was as candid and original as their advertising. They had it and they flaunted it. People like Bill Bernbach, George Lois, Ed McCabe, Mary Wells, Marion Harper, Julian Koenig, Steve Frankfurt, and Amil Gargano, and others, who in that small space, in that short time, created some of the most radical and influential advertising ever and sparked a revolution in the methods, practice, and execution of the business. Including over 100 full-color illustrations, the book details iconic campaigns such as VW, Avis, Alka Seltzer, Benson & Hedges, Polaroid, and Braniff Airways.

Going beyond the adage to "sell the sizzle, not the steak," advertisers now have a large arsenal of psychological techniques at their disposal to win over potential customers, tapping into their psyches in a way that Freud would certainly admire. Samuel explains the new selling points (the "Four S's"): "sustenance, sex, security, and status." Madison Avenue advertisers are adept at designing messages to let consumers know that the products they buy do not just serve a practical, utilitarian purpose but also enable them to overcome fears and insecurities, achieve dreams, and fulfill fantasies. Revlon, one of the first advertisers to use psychological research, successfully marketed lipsticks with names like "Red, Willing and Able" and "Red-y for Love," communicating the message that the lipsticks not only colored lips but provided allure .... Reviewed by P. G. Kishel Cypress College

"The authors do a splendid job portraying the ever-evolving role of advertising and communications in society. Their extraordinary discussion describes how marketing and advertising are related, how they depend on each other, how they work together to affect everyday life, and the role played by the media.

"A serious examination of women's impact on and careers in the industry. Naming some of advertising's female pioneers, it also covers the birth of marketing, brand names, trademarks, positioning, line extensions, and other related factors, along with the role of women in creating, for example, the concept of media buying (hats off to Matilde Weil in the late 1800s). It chronicles, for every significant decade or two, the maturation of the business via the discovery of the hidden persuaders (sex and symbolism) and targeting/segmentation. Notes follow each chapter; photo-realistic illustrations of ads populate every few pages...." Barbara Jacobs Booklist

Describes world famous marketing campaigns.

"A definitive A-Z reference to a central and endlessly fascinating aspect of our consumer society. Featuring nearly 600 extensively illustrated entries, The Advertising Age Encyclopedia of Advertising provides detailed historic surveys of the world's leading agencies and major advertisers, as well as brand and market histories; it also profiles the influential men and women in advertising."

An in-depth look at ad campaigns-and their creators-that have most influenced our culture and marketplace in the twentieth century. P. T. Barnum's creation of buzz, Pepsodent and the magic of the preemptive claim, Listerine introducing America to the scourge of halitosis, Nike's "Just Do It, " Clairol's "Does She or Doesn't She?, " Leo Burnett's invention of the Marlboro Man, Revlon's Charlie Girl, Coke's re-creation of Santa Claus, Absolut and the art world...."

The first generation of “Digital Natives”—children who were born into and raised in the digital world—are coming of age, and soon our world will be reshaped in their image. Leading Internet and technology experts John Palfrey and Urs Gasser offer a sociological portrait of these young people, who can seem, even to those merely a generation older, both extraordinarily sophisticated and strangely narrow. This book is essential reading for parents, teachers, and the myriad of confused adults who want to understand the digital present—and shape the digital future.

An international marketing research firm spent one year studying the habits of children 8 to 14 years old (dubbed tweens) in 11 countries to determine their relationships with brand-name products and services. This book draws on that study to explore the buying habits of a highly impatient, technology-savvy generation used to exposure to local and international brands, some 8,000 brands a day. In a world of instant communication, brands offer familiarity and security, according to the marketers, who sort tweens into four categories: fringes, influencers, conformers, and passives.

Linn (psychiatry, Harvard Medical School) combines real-life stories, child development theory and research, and commentary from marketing experts to describe the huge problem families face of having their children targeted by corporate America.