unintended effects: advertising promotes materialism, alcohol, sexual behavior.Can be offensive, perpetuate stereotypes, controversialthese are influenced by a persons worldview
What is a worldview?
What sources help create it and why is it important?
Worldview is an individuals knowledge, experiences, feelings and values
Sources include family, religion, education and advertising.
Important because our worldview impacts our beliefs about advertising andshapes whether we see humans as passive or active members of society. Passive means ads manipulate, active means consumers create meaning
of understanding the critics and their impact on brands, corporations and
institution as a whole.
1) need to know your consumers are satisfied with the
offering in order to protect brand image and corporate image.
2) Beliefs can impact public policy decision which in turn determine the
regulation of advertiseing
Understanding the critics can in turn help us create better ads and make the
institution better as a whole.
What are the 5 broad area where advertising receives
1. Role of consumers in the process (passive or active)
2. Amount of advertising (too much?)
3. Types of products (creates uneccesary needs?)
4. Mirror or molder of values (promotes a fantasy lifestyle or reflects currenttrends?)
5. Profanity, obscenity and indecencyAlso known as MART
6 areas to consider in evaluating criticism.
(not all criticism is created equal!!)
1. Credentials (legitimacy)
3. Harm identified *
4. Reasoning used
5. Critics view of the role of the consumer (active or passive)
6. Usefulness of criticism
Tips on how to respond to criticism
2. Provide new info
3. Prepare a persuasive response
4. Pick your battles
5. Encourage open discussion and debate
Why and how are institutions created in society? What
functions do they perform?
The shared ideas or assumptions of a society usually shape its institutions in that...
institutions reflect cultural beliefs
institutions help solve problems
institutions provide "rules" for behavior.
3 main types of idea systems and describe their relationship with advertising
1. Tradition: relies on direction from the past. little room for advertising to grow
2. Authority: relies on direction from present/top/whoever is in power. Individual is controlled by few. advertising used to reinforce ideas like propoganda
3.classical liberalism: each individual is in control and part of process. they are self interested and rational and "sovereign" which means free and independent.
what led up to classical liberalism?
scientific revolution- individual discovered.
each person can speak to god
shift from agricultural to industrial society
free and indpendent and act in their own self interest.
4 dimension of CL
egoism (selfish): by nature are motivated by self interest
intellectualism(smart): active individual. consumer that is rational and calculating and cant be manipulated. honest and complete information
quietism (reward): apathetic individuals. need stimulation of a reward to enter market as buyers and to keep entering
atomism: division of economic power among many ensure good of the whole. many producers, laborers and consumers neccessary
Under CL, how are resources allocated?
the aggregate of all individual decisions determines the priorities (resources) of society.
individuals controlled the flow of resources because they were:
Stimulated to put forth effort. (quietism)
To puruse their own self interest. (egoism)
deliberate and calculating in their pursuit (intellectualism)
and there were a sufficient numbers of buyers and sellers to keep the market competitive. (atomism)
3 economic questions asked in all societies (based on CL)
What will be produced? Whatever sovereign individuals want to buy/ is in demand.
To whome will it be distributed?
Those who have marketable skills to earn money
How will the work of society get done?
Rational individuals who are lured by gain (quietism) will do they tasks sciety believes are important. this assumes mobility.
what are the roles that advertising fullfills (CL idea)?
advertisings role is
to make rational decision which
maintains/encourages a competitive marketplace
what are some examples of american institutions that have been created from CL ideas?
Market system economy (a way to allocate resources where the aggregate of all individual decisions determine the priorities of society
Trial by Jury
Freedom of Speech/press
What does it mean to say the market is self correcting as if by an invisible hand?
as long as theire are rational and active conumers as well as many buyers and sellers there should be a self correcting market economy (long run)
these two factors ensure no one person is exploited
what 2 dimensions naturally control the marketplace?
Intellectualism and competitive market (atomism)
The natural market controls over egoism by means of intellectualism and a
competitive market. These two factors ensure no one person is exploited
because sovereign individuals acting in their self interests would naturally result in the good of society.
what is the great flaw of market system economy?
There is no direct incentive for social responsibility.
self interested to whats best for their own monetary gain.
(market is self correcting etc)
how is egoism controlled naturally in CL?
the market should be self correcting and self perpetuating as long as there are rational and active conumers and there are many buyers and sellers.
what are changing assumptions about the CL dimensions that caused ppl to question the markets ability to maintain the natural good of the whole
CL assumes there are enough buyers and sellers and also assumes that people have the ability to make rational and caluclating decisions. realistically deicisons are based on both rational (economic) factors AS WELL AS psychological/symbolic (non economic) factors.
examples of observations that led society to believe that the invisible hand wasnt working so well
inequalities, social and moral decay, image advertising...
what is the distinction between decision making that is based on economic reasons vs. non economic reasons
Rational individuals make decisions based on economic reasons. deicisons based on economic reasons satisfy functional needs and beliefs like prize, quality, size etc.
decisions based on non econmic reasons are meant to satisfy a psychological or symbolic need like status, image, or group association. these decisions have a potential for greater consumer manipulation
what are potential results of changing assumptions?
skepticism rises over who is in control.
Uncertain about ability of invisible hand to turn self interested acts into socially beneficial act
increasing desire for government regulation
to help get CL back on track.
increasing desire for socially responsible business
hire minorities, help community, enviro friendly acts
how does viewing consumers as active or passive differe on the Neo liberal continuum
active conumers are considered less vulnerable because thye are more rational and see advertising as a mirror where the ads are persuasive, while passive conumers are considered more vulnerable because they see advertising as a molder that uses ads to manipulate
what are the different views about advertisings role in society?
1. does advertising create needs or provide want satisifers for preexisting needs? molder of society vs mirror
2. what tyype of information should be provided?
must be honest but should it include functional and symbolic products?
3. how much information should be provided?
enough to make rational decisions but ration is subjective.
4. who should provide the information?
Why is understanding the effects of advertising important to the brand, corps and insititutions?