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The Ad & the Ego

The Ad & the Ego

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The Ad & the Ego

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  1. The Ad & the Ego

  2. Average American exposed to 1,500 ads a day

  3. Advertising: • Serves as education & propaganda • Tells us who we are & who we should be • Makes the world appear to be a certain way • “Sells” a pervasive set of values

  4. Advertising teaches us that: • Happiness can be bought • There are instant solutions to life’s complex problems • Products can fulfill us

  5. What gives advertising its power? • Works on an unconscious level • Gets us to believe we’re not influenced

  6. Third-person effect • People think others, but not themselves, are affected by media

  7. Advertising: • Originally delivered audience to advertisers • Now creates market for products

  8. Function of advertising “Production of discontent in human beings” – Bernard McGrane • We compare ourselves to images in ads • This makes us feel insecure • Encourages us to purchase things we don’t need

  9. Ads work on the symbolic level • The word “gives way to the image” • The process is unconscious • Appeal to feeling rather than to the intellect

  10. Which model of media effects do the creators of this video appear to subscribe to? • Minimal effects • Two-step flow • Powerful effects

  11. Explain the following: Advertising is a tool of socialization Advertising is the dream life of culture