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MH CH 5
Terms in this set (8)
Define display advertising.
Non-classified advertisements with visual appeal
In what way has advertising changed?
It went from factual notices to larger advertisements, thus from informing to persuading.
Name two methods of persuasion in advertisements.
1. brand-name advertising 2. slogans or catchphrases
What caused the rise of consumer culture in the US?
1. vast expansion of consumer goods 2. greater affordability 3. steady reduction in working hours 4. increased availability of inexpensive entertainments
Define psychological advertising.
Consumers are best reached through emotional appeals rather than reason.
Why was radio interesting for advertisers?
commercial blended easily with entertainment; radio personalities as showman and salesman seemed to speak personally to each listener
Explain in what way media dependence on advertising has threatened freedom of expression.
1. fear of offending audience which would deter advertisers 2. fear of criticizing companies with advertising money to spend
Name three liberal criticisms about advertising's economic role.
1. advertising raises prices of products (cause of need to recoup costs) 2. works against rational consumer choice & efficient use of resources 3. create 'false needs'
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