5/22/2015mit3214 terms/concepts1 key terms/concepts mit3214g
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04/18/23 MIT3214 terms/concepts 1
Key Terms/Concepts MIT3214g
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Criticisms of Advertising
1. Liberal (economic)2. Neo-Liberal (K. Galbraith; V.
Packard)3. Marxist
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Liberal Critique of Advertising
Economic Functions1. Wasteful Inefficient unnecessary cost to goods inter-brand competition
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Liberal Critique
1. Monopoly/Oligopoly Power:
1. protect brand leaders
2. entrance barriers3. impede market
forces 4. raise prices
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Challenges to Liberal Critique
1. Research (Pope, Nicosia)
1. Ad. beneficial from ec. Point?
2. monopoly critique/ barriers to competition?
1. low A. spending (tobacco)
2. high A. spending (auto, fast-food)
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Social Democratic Critique
(Neo-Liberal)
1. Modern Ad./oligopoly2. Realization
1. 2nd Industrial Revolution
2. market-control3. system of commercial
persuasion4. A: simple notices to
core of modern capitalism
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Social Democratic Critique
1. Manipulative: ‘false needs’, excess consumption
2. Reification1. social/personal needs met w/ goods2. consumption as happiness
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Social Democratic critique
1. J. K. Galbraith, Affluent Society (1958) 2. firm main decision-maker 3. A. serve producer via consumer demand4. state planning for social needs5. “social welfare capitalism”6. toothpaste brands/hospital beds
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Marxist Critique
1. A. vital to modern capitalism
2. Oligopoly capitalism
3. Realization (Historical Explanation)
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Marxist Critique (R. Williams)
A. as “Magic System” “System”
Oligopoly Capitalism Realization “Official Art” Commercial Media
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Williams: Magic System“Magic”1. goods into signifiers2. validate object via
social/ personal meanings
3. “Not materialist enough”
4. people as users; people as consumers
5. use value/exchange value
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Use Value Exchange Value
1. Needs/uses2. Material/tangible3. essential4. transparency5. Labor-time6. Natural7. Incomparable8. Objects of utility
1. Wants/desires2. Abstract3. artificial4. mystification5. Money system6. Socially constructed7. Logic of equivalency8. Commodity
fetishism
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Commodity Fetishism (Marx)
1. Production severed from consumption2. Goods reveal (social communication)3. Goods conceal (social relations
production)4. Fetishism: appearance of things masks
who/how made Columbia Bicycles; Karastan; Bacardi
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Product-As-Information
1. Marxist ideal2. product as focus of ad3. utility/quality/price/user benefits4. limited reference to user5. “rational” product description6. Historical overview
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Marxism/Ad/False-Real Needs
1. A. --false needs/otherwise not develop
2. False Needs1. superimposed on individual2. Marcuse: people “not free”
determine real needs
3. Real Needs? Examples1. problematic
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Neo-Liberal: False Needs
1. A. not create false needs; exploit existing needs
2. target vulnerable psychological areas
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Hierarchy of Needs
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Reification
satisfy social/personal needs w/ purchases
A. cultural function: consumption produces happiness,
self-fulfillment, self-actualization, etc.
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Marxist: A. as Social Control/Ideology
1. Non-collapse of capitalism2. Define self as consumer, not worker3. Consumption where exercise control4. Ideological manipulation of capitalism5. A. & world without social conflict
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Defences of Advertising
1. Rational Information Seeker/Consumer Sovereignty
2. Marketing Concept3. Myth of Manipulation4. History: Wholesaler-Manufacturer
Power Struggle5. Advertising as Art and Symbolism
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Consumer Sovereignty
1. Consumers influence production
2. C. creates wants/needs1. little ad influence
3. C: knowledgeable, informed
4. A. as Information5. Advertiser mantra
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Marketing Concept
1. A. match products to pre-existing needs/wants
2. From “selling” to “marketing” paradigm
1. 4 Ps
3. Rational consumer; responsible producer
4. Efficiency of marketing economy
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Manipulation Myth
1. Limitations of Advertising/Promotion 1. Lack ability to manipulate2. Market research little predictive power
2. Tap into/Accelerate trends, not create new
3. Ad clutter
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Historiography
1. Marxist: “Realization” 2. Manufacturer/
Wholesaler- Retailer Power Struggle
1. Branding/DTC ads2. Higher prices, less price
competition3. Ivory Soap vs. Soap X
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A. as Art/Symbolism
1. A. as popular art2. think abstractly3. Symbolism/goods
as age-old human need
4. “Want/desire symbolism of A.”
Constructing Consumers (Aldridge)
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Dominated Dominant
Instrumental
Expressive
Consumer Victim
Cultural Dupe
Rational Actor
Communicator