A study conducted by the European Advances in Consumer Research experimented on the effects of individualistic and collectivistic advertising on a sample of the German and Chinese population.
The results showed that the more Western, capitalistic German population responded positively only to the individualistic advertisements while the Chinese population received both types of ads equally well Sandra Diehl, While these results can be understood as a positive argument for individualistic culture and communication, one can also gather from this that collectivistic cultures are more diverse in their way of thinking.
Nevertheless, the study indicates that the most effective way to reach Western consumers is through individualistic advertisements. The same concept can be applied to the dilemma of American advertising and American youth.
Do the parents bring up the youth individualistically? Did corporations, through advertisement, influence the parents beforehand? Given the amount of money spent on advertising annually, it is not farfetched to believe that it has contributed to the individualistic culture of North America. However, it is irrational to conclude that the advertising industry can successful in being the initiators of a change. Therefore, where the chicken is American advertising and the egg is American youth, chronologically the chicken came first and is the cause of the value structure of young American people.
Nevertheless, it is the people who give the power to the advertisements. In conclusion, advertisements tell young people to value the same individualistic qualities their parents, teachers and the majority of American society tells them to value. It seems as if the advertising industry has stopped trying to innovate and instead follows the advice of Senator James E Watson: Posted by morgan at 3: Hildebrandt Homes offers expert renovation services and consultations on custom reconstruction alternatives.
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We provide a quality of both service and craftsmanship that will make your vision of living in the Okanagan a reality. The television industry is part of the entertainment business and has high entertainment value for viewers. In that respect, it is an important industry, for example in terms of the time people spend watching TV. At the same time, it is important as a means of transmitting advertising.
Television therefore has a two-fold role, both as a provider of entertainment and a transmitter of advertising. This research paper will discuss the relationship between the TV market and the product markets through the market for advertising. From the beginning of television, advertising and programming were connected through network personnel and sponsorship.
At first, television programs were owned by advertisers, which based the content of the shows on the interests of the audiences they wished to reach Folkerts Today it is rare for an entire program to be sponsored by one advertiser. Rather, networks or stations sell time for ads during a show. A basic feature of the television industry is that viewers dislike commercials and are attracted to a channel that invests in its programming.
However, a TV channel earns its revenues by selling advertising slots to producers in the product market and attracts viewers for this advertising by investing in programming. Producers in product markets increase sales by advertising.
Since an increase in advertising tends to reduce the number of viewers, there are diminishing returns to television advertising. Thus, the more a producer advertises its products on a TV channel, fewer viewers are available there for other producers to advertise to. There are several common types of television techniques and advertisements used by producers. The first is the straight announcement, which consists primarily of someone looking at the camera and delivering a sales talk.
Demonstration is important in TV because viewers are interested in what the product will do for them. A testimonial by a famous person can draw attention to a product or idea. Testimonial commercials work best when the celebrity has credibility as a source Dunn In a dramatized commercial, the point is presented through a story that can be told very briefly. Dialogue is a commercial in which two or more people are talking.
The basic advantage of the dialogue is its ability to involve the viewer and encourage them to participate in the dialogue. The biggest advantage of television advertising, if used wisely, is the unbelievable impact on viewers. It is basically almost the same as a door-to-door sales staff that can make visits at a very inexpensive rate.
And when the person presenting the sales pitch is a popular personality, the advertising can be extremely effective. Another benefit of TV advertising is that it impacts a large number of persons not reach by print media. Constant repetition of a sales message helps make people feel that they know the product, whether or not they like it. Television makes it possible to repeat a message as often as an advertiser can afford.
Commercials are extremely flexible and allow advertisers to demonstrate their product, create a mood, make a blockbusting announcement about the product, or try it out in certain areas. Advertisers can usually find some combination of TV presentations that will communicate the desired impression. Television advertising also involves several unique problems. Advertising messages on TV come and go quickly. If people have their sets on, but are not watching or listening, they cannot return later.
And when commercials are bunched together, a viewer might use the time to get a snack or see what else is on. Although some network shows reach viewers for a surprisingly low cost, certain minimum cost considerations can price the medium-sized advertiser out of the television field.
After a long day's work or a hard day at the office, people come home, sit in the Laz-e-Boy recliner, and flip on the television. Watching a favorite TV show.
Advertising research papers overview the purpose and definition of advertising in mass media.
Top 8 Advertising Research Paper Topics Choosing a research paper topic is never easy – especially when it involves a specific subject, like advertising. However, choosing an advertising research paper topic becomes much easier if . The 20 Best Advertising Thesis Topic Ideas for College Students. Do research in the field of psychology and state what people are guided by while choosing goods to buy. In this paper, explore peculiarities of advertising texts in terms of stylistics. Sex in advertising.
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