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{"work":{"id":12206733,"created_at":"2015-05-03T08:48:45.482-07:00","from_world_paper_id":null,"updated_at":"2024-12-04T12:45:05.174-08:00","_data":{"ai_abstract":"The chapter discusses the fundamental dynamics between advertising and media, highlighting how advertising is a significant source of revenue, thus influencing media content. It explores important psychological aspects of advertising, including cognitive appeal and the use of techniques such as deceptive and subliminal messaging, while also touching on the emergence of advertising in unconventional spaces. Additionally, it addresses media literacy, emphasizing the necessity for critical engagement with media through cognitive, emotional, aesthetic, and moral dimensions, and mentions educational initiatives aimed at enhancing children's understanding and critical viewing of television."},"document_type":"paper","pre_hit_view_count_baseline":null,"quality":"high","language":"en","title":"Advertising and Marketing","broadcastable":true,"draft":null,"has_indexable_attachment":true,"indexable":true}}["work"]; window.loswp.workCoauthors = [30201110]; window.loswp.locale = "en"; window.loswp.countryCode = "SG"; window.loswp.cwvAbTestBucket = ""; window.loswp.designVariant = "ds_vanilla"; window.loswp.fullPageMobileSutdModalVariant = "full_page_mobile_sutd_modal"; window.loswp.useOptimizedScribd4genScript = false; window.loginModal = {}; window.loginModal.appleClientId = 'edu.academia.applesignon'; window.userInChina = "false";</script><script defer="" src="https://accounts.google.com/gsi/client"></script><div class="ds-loswp-container"><div class="ds-work-card--grid-container"><div class="ds-work-card--container js-loswp-work-card"><div class="ds-work-card--cover"><div class="ds-work-cover--wrapper"><div class="ds-work-cover--container"><button class="ds-work-cover--clickable js-swp-download-button" data-signup-modal="{"location":"swp-splash-paper-cover","attachmentId":37489566,"attachmentType":"pdf"}"><img alt="First page of “Advertising and Marketing”" class="ds-work-cover--cover-thumbnail" src="https://0.academia-photos.com/attachment_thumbnails/37489566/mini_magick20190301-29822-dkryvt.png?1551495145" /><img alt="PDF Icon" class="ds-work-cover--file-icon" src="//a.academia-assets.com/images/single_work_splash/adobe_icon.svg" /><div class="ds-work-cover--hover-container"><span class="material-symbols-outlined" style="font-size: 20px" translate="no">download</span><p>Download Free PDF</p></div><div class="ds-work-cover--ribbon-container">Download Free PDF</div><div class="ds-work-cover--ribbon-triangle"></div></button></div></div></div><div class="ds-work-card--work-information"><h1 class="ds-work-card--work-title">Advertising and Marketing</h1><div class="ds-work-card--work-authors ds-work-card--detail"><a class="ds-work-card--author js-wsj-grid-card-author ds2-5-body-md ds2-5-body-link" data-author-id="30201110" href="https://independent.academia.edu/MihaelaAndreea6"><img alt="Profile image of Mihaela Andreea" class="ds-work-card--author-avatar" src="https://gravatar.com/avatar/3f0ff1a5d6c4fc7d89e9757578ec9d5a?s=65" />Mihaela Andreea</a></div><div class="ds-work-card--detail"><div class="ds-work-card--work-metadata"><div class="ds-work-card--work-metadata__stat"><span class="material-symbols-outlined" style="font-size: 20px" translate="no">visibility</span><p class="ds2-5-body-sm" id="work-metadata-view-count">…</p></div><div class="ds-work-card--work-metadata__stat"><span class="material-symbols-outlined" style="font-size: 20px" translate="no">description</span><p class="ds2-5-body-sm">55 pages</p></div><div class="ds-work-card--work-metadata__stat"><span class="material-symbols-outlined" style="font-size: 20px" translate="no">link</span><p class="ds2-5-body-sm">1 file</p></div></div><script>(async () => { const workId = 12206733; const worksViewsPath = "/v0/works/views?subdomain_param=api&work_ids%5B%5D=12206733"; const getWorkViews = async (workId) => { const response = await fetch(worksViewsPath); if (!response.ok) { throw new Error('Failed to load work views'); } const data = await response.json(); return data.views[workId]; }; // Get the view count for the work - we send this immediately rather than waiting for // the DOM to load, so it can be available as soon as possible (but without holding up // the backend or other resource requests, because it's a bit expensive and not critical). const viewCount = await getWorkViews(workId); const updateViewCount = (viewCount) => { try { const viewCountNumber = parseInt(viewCount, 10); if (viewCountNumber === 0) { // Remove the whole views element if there are zero views. document.getElementById('work-metadata-view-count')?.parentNode?.remove(); return; } const commaizedViewCount = viewCountNumber.toLocaleString(); const viewCountBody = document.getElementById('work-metadata-view-count'); if (!viewCountBody) { throw new Error('Failed to find work views element'); } viewCountBody.textContent = `${commaizedViewCount} views`; } catch (error) { // Remove the whole views element if there was some issue parsing. document.getElementById('work-metadata-view-count')?.parentNode?.remove(); throw new Error(`Failed to parse view count: ${viewCount}`, error); } }; // If the DOM is still loading, wait for it to be ready before updating the view count. if (document.readyState === "loading") { document.addEventListener('DOMContentLoaded', () => { updateViewCount(viewCount); }); // Otherwise, just update it immediately. } else { updateViewCount(viewCount); } })();</script></div><p class="ds-work-card--detail ds2-5-body-md">AI-generated Abstract</p><p class="ds-work-card--work-abstract ds-work-card--detail ds2-5-body-md">The chapter discusses the fundamental dynamics between advertising and media, highlighting how advertising is a significant source of revenue, thus influencing media content. It explores important psychological aspects of advertising, including cognitive appeal and the use of techniques such as deceptive and subliminal messaging, while also touching on the emergence of advertising in unconventional spaces. 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data-client_id="331998490334-rsn3chp12mbkiqhl6e7lu2q0mlbu0f1b" data-doc_id="37489566" data-landing_url="https://www.academia.edu/12206733/Advertising_and_Marketing" data-login_uri="https://www.academia.edu/registrations/google_one_tap" data-moment_callback="onGoogleOneTapEvent" id="g_id_onload"></div><div class="ds-top-related-works--grid-container"><div class="ds-related-content--container ds-top-related-works--container"><h2 class="ds-related-content--heading">Related papers</h2><div class="ds-related-work--container js-wsj-grid-card" data-collection-position="0" data-entity-id="32666929" data-sort-order="default"><a class="ds-related-work--title js-wsj-grid-card-title ds2-5-body-md ds2-5-body-link" href="https://www.academia.edu/32666929/Effective_Advertising_Understanding_When_How_and_Why_Advertising_Works_pdf">Effective Advertising Understanding When, How, and Why Advertising Works.pdf</a><div class="ds-related-work--metadata"><a class="js-wsj-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="63518813" href="https://independent.academia.edu/RubyNaaz">Ruby Naaz</a></div><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline js-swp-download-button" data-signup-modal="{"location":"wsj-grid-card-download-pdf-modal","work_title":"Effective Advertising Understanding When, How, and Why Advertising Works.pdf","attachmentId":52834126,"attachmentType":"pdf","work_url":"https://www.academia.edu/32666929/Effective_Advertising_Understanding_When_How_and_Why_Advertising_Works_pdf","alternativeTracking":true}"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">download</span><span class="ds2-5-text-link__content">Download free PDF</span></button><a class="ds2-5-text-link ds2-5-text-link--inline js-wsj-grid-card-view-pdf" href="https://www.academia.edu/32666929/Effective_Advertising_Understanding_When_How_and_Why_Advertising_Works_pdf"><span class="ds2-5-text-link__content">View PDF</span><span class="material-symbols-outlined" style="font-size: 18px" translate="no">chevron_right</span></a></div></div><div class="ds-related-work--container js-wsj-grid-card" data-collection-position="1" data-entity-id="32666878" data-sort-order="default"><a class="ds-related-work--title js-wsj-grid-card-title ds2-5-body-md ds2-5-body-link" href="https://www.academia.edu/32666878/Effective_Advertising_Understanding_When_How_and_Why_Advertising_Works">Effective Advertising Understanding When, How, and Why Advertising Works</a><div class="ds-related-work--metadata"><a class="js-wsj-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="63518813" href="https://independent.academia.edu/RubyNaaz">Ruby Naaz</a></div><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline js-swp-download-button" data-signup-modal="{"location":"wsj-grid-card-download-pdf-modal","work_title":"Effective Advertising Understanding When, How, and Why Advertising Works","attachmentId":52834066,"attachmentType":"pdf","work_url":"https://www.academia.edu/32666878/Effective_Advertising_Understanding_When_How_and_Why_Advertising_Works","alternativeTracking":true}"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">download</span><span class="ds2-5-text-link__content">Download free PDF</span></button><a class="ds2-5-text-link ds2-5-text-link--inline js-wsj-grid-card-view-pdf" href="https://www.academia.edu/32666878/Effective_Advertising_Understanding_When_How_and_Why_Advertising_Works"><span class="ds2-5-text-link__content">View PDF</span><span class="material-symbols-outlined" style="font-size: 18px" translate="no">chevron_right</span></a></div></div><div class="ds-related-work--container js-wsj-grid-card" data-collection-position="2" data-entity-id="42316406" data-sort-order="default"><a class="ds-related-work--title js-wsj-grid-card-title ds2-5-body-md ds2-5-body-link" href="https://www.academia.edu/42316406/How_Advertising_Works_What_Do_We_Really_Know">How Advertising Works: What Do We Really Know</a><div class="ds-related-work--metadata"><a class="js-wsj-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="151079712" href="https://ueh-vn.academia.edu/T%C3%BAHuy%C3%AAnB%C3%B9i">Tú Huyên Bùi</a></div><p class="ds-related-work--abstract ds2-5-body-sm">The authors review more than 250 journal articles and books to establish what is and should be known about how advertising affects the consumer-how it works. They first deduce a taxonomy of models, discuss the theoretical principles of each class of models, and summarize their empirical findings. They then synthesize five generalizations about how advertising works and propose directions for further research. Advertising effects are classified into intermediate effects, for example, on consumer beliefs and attitudes, and behavioral effects, which relate to purchasing behavior, for example, on brand choice. The generalizations suggest that there is little support for any hierarchy, in the sense of temporal sequence, of effects. The authors propose that advertising effects should be studied in a space, with affect, cognition, and experience as the three dimensions. Advertising's positioning in this space should be determined by context, which reflects advertising's goal diversity, product category, competition, other aspects of mix, stage of product life cycle, and target market. W ith much advertising expenditure wasted in ineffective campaigns (Abraham and Lodish 1990; Lodish et al. 1995a), advertisers should be con-cemed with how advertising affects consumers, how it works, in order to formulate more effective advertising strategies. The first formal advertising model was probably AIDA (Attention-^ Interest-> Desire-> Action), attributed to E. St. Elmo Lewis in 1898 (Strong 1925, p. 76). These types of "hierarchy of effects" models (Lavidge and Steiner 1961) have dominated the literature ever since. Prior inte-grative studies pertaining to advertising focused on particular models or effects of advertising (e.g., frequency of exposure and scheduling, Naples 1979; market response, Clarke 1976 and Assmus, Fariey, and Lehmann 1984; wear-in and wear-out. Pechmann and Stewart 1989; hierarchy of effects. Barry and Howard 1990; affective responses. Brown and Stayman 1992) rather than evaluated the full range of different theories and models. One hundred years later, it is time to establish what is, and what is not but should be, known about how advertising works. We deduce a taxonomy of the different models as a structure for the discussion of their theoretical principles and empirical evidence and then summarize the findings in 25 conclusions, from which we form five generalizations.</p><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline js-swp-download-button" data-signup-modal="{"location":"wsj-grid-card-download-pdf-modal","work_title":"How Advertising Works: What Do We Really Know","attachmentId":62472503,"attachmentType":"pdf","work_url":"https://www.academia.edu/42316406/How_Advertising_Works_What_Do_We_Really_Know","alternativeTracking":true}"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">download</span><span class="ds2-5-text-link__content">Download free PDF</span></button><a class="ds2-5-text-link ds2-5-text-link--inline js-wsj-grid-card-view-pdf" href="https://www.academia.edu/42316406/How_Advertising_Works_What_Do_We_Really_Know"><span class="ds2-5-text-link__content">View PDF</span><span class="material-symbols-outlined" style="font-size: 18px" translate="no">chevron_right</span></a></div></div><div class="ds-related-work--container js-wsj-grid-card" data-collection-position="3" data-entity-id="107126948" data-sort-order="default"><a class="ds-related-work--title js-wsj-grid-card-title ds2-5-body-md ds2-5-body-link" href="https://www.academia.edu/107126948/Theoretical_Framework_of_Advertising_Some_Insights">Theoretical Framework of Advertising - Some Insights</a><div class="ds-related-work--metadata"><a class="js-wsj-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="279548753" href="https://independent.academia.edu/AbdulmalikSani18">Abdulmalik Sani</a></div><p class="ds-related-work--metadata ds2-5-body-xs">STUDIES AND SCIENTIFIC RESEARCHES. ECONOMICS EDITION, 2014</p><p class="ds-related-work--abstract ds2-5-body-sm">Advertising as a tool of communication, but mostly as a marketing tool is subject to many theories and explanatory and normative models. Its contents and performed functions are not yet defined in general recognized theory. Present article focuses on the analysis of advertising in terms of its specific persuasive effort and communication process. Advertising seen as a process is based on the general scheme of the marketing communication process, with a number of specific features related to its content. The persuasive effort is related to creation of favorable attitudes or reinforcing existing attitudes. This process of persuasion is closely linked to the concept of attitude. Most theories of advertising have explored the connection between persuasion and attitude, identifying possible responses that the receiver can give to advertising information. Following lines develop these two important aspects associated with advertising theory, even if they are not the only issues that are d...</p><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline js-swp-download-button" data-signup-modal="{"location":"wsj-grid-card-download-pdf-modal","work_title":"Theoretical Framework of Advertising - Some Insights","attachmentId":105914220,"attachmentType":"pdf","work_url":"https://www.academia.edu/107126948/Theoretical_Framework_of_Advertising_Some_Insights","alternativeTracking":true}"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">download</span><span class="ds2-5-text-link__content">Download free PDF</span></button><a class="ds2-5-text-link ds2-5-text-link--inline js-wsj-grid-card-view-pdf" href="https://www.academia.edu/107126948/Theoretical_Framework_of_Advertising_Some_Insights"><span class="ds2-5-text-link__content">View PDF</span><span class="material-symbols-outlined" style="font-size: 18px" translate="no">chevron_right</span></a></div></div><div class="ds-related-work--container js-wsj-grid-card" data-collection-position="4" data-entity-id="11227940" data-sort-order="default"><a class="ds-related-work--title js-wsj-grid-card-title ds2-5-body-md ds2-5-body-link" href="https://www.academia.edu/11227940/Special_topics_in_advertising">Special topics in advertising</a><div class="ds-related-work--metadata"><a class="js-wsj-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="27127788" href="https://uoa.academia.edu/EmmanuelHeretakis">Emmanuel Heretakis</a></div><p class="ds-related-work--abstract ds2-5-body-sm">Introductory. Advertising communication in general. Evolutionary stages. Diagram of flow. Some basic terms of mass media research. The media process in advertising. Definition of media deregulation. Commodity form. Quantitative terms of the mass media. Basic concepts and structure of an advertising campaign. Transformations of advertising communication. The system of objects. What is a brand? The role of advertising. About the audience. Transformation of viewers/listeners into audiences and consumers. The role of semiotics in advertising. The convergence of mass media, advertising and consumption-e.g. the Greek example. The content of TV programmes. Definition of kitsch & examples from the media. Commercialization levels and the mass media. Transformations of the mass media content. On marketing. The system of needs. The advertising agency and mergers. Public & private mass media. Dramatization and the mass media. Cultural industries. Cultural economy. Concerning audiences and quality of content in the mass media.</p><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline js-swp-download-button" data-signup-modal="{"location":"wsj-grid-card-download-pdf-modal","work_title":"Special topics in advertising","attachmentId":36840850,"attachmentType":"doc","work_url":"https://www.academia.edu/11227940/Special_topics_in_advertising","alternativeTracking":true}"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">download</span><span class="ds2-5-text-link__content">Download free PDF</span></button><a class="ds2-5-text-link ds2-5-text-link--inline js-wsj-grid-card-view-pdf" href="https://www.academia.edu/11227940/Special_topics_in_advertising"><span class="ds2-5-text-link__content">View PDF</span><span class="material-symbols-outlined" style="font-size: 18px" translate="no">chevron_right</span></a></div></div><div class="ds-related-work--container js-wsj-grid-card" data-collection-position="5" data-entity-id="109406064" data-sort-order="default"><a class="ds-related-work--title js-wsj-grid-card-title ds2-5-body-md ds2-5-body-link" href="https://www.academia.edu/109406064/Substantive_approach_to_the_definition_of_advertising_philosophical_and_communicative_aspect">Substantive approach to the definition of "advertising": philosophical and communicative aspect.</a><div class="ds-related-work--metadata"><a class="js-wsj-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="33222180" href="https://independent.academia.edu/%D0%92%D0%A1%D0%BB%D1%8E%D1%81%D0%B0%D1%80">Вадим Слюсар</a></div><p class="ds-related-work--metadata ds2-5-body-xs">Zhytomyr Ivan Franko State University Journal. Philosophical Sciences., 2021</p><p class="ds-related-work--abstract ds2-5-body-sm">The article analyzes the current approaches to the definition of "advertising". A substantial approach is used to define it, which, continuing the classical tradition of scientific thinking, proclaims the fundamental principle of understanding the object of scientific knowledge as a stable entity, reducing the diversity and variability of properties to a constant, relatively stable and permanent definition. It is emphasized that in the subject field of philosophical sciences, taking into account current research in communication and economics, we can determine its essence and attributes. The etymology of the concept in different languages allows us to determine the following characteristics: call, repeated aloud several times; drawing attention; return (of information). It has been found that most definitions focus on certain commercial, communicative or substrate features and do not emphasize the essence of this social phenomenon. It is found that in the definition given by J. Richards and C. Curran, proposed on the basis of analysis of this concept in American textbooks (relevant to the end of the twentieth century), and which best reflects the essence of this phenomenon, a number of characteristics are accidental. This is, firstly, payment, and secondly - impersonality. These characteristics do not cover all forms and types of advertising. It also does not take into account the activity aspect of the functioning of advertising in society. It is proposed to interpret advertising on the basis of a substantial approach as a communicative activity of a motivating nature, which aims to draw attention to the object of advertising for mutual exchange. The attributes of advertising are advertising message and drawing attention. The first is understood as the main element of communication, which involves the translation of the idea, that the advertiser tries to convey to a specific target audience, in order to encourage a certain action, to provoke a reaction. The second emphasizes that exactly advertising, unlike other informational messages, aims to attract attention. At the present stage, this feature allows to detect the advertising message in the information noise.</p><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline js-swp-download-button" data-signup-modal="{"location":"wsj-grid-card-download-pdf-modal","work_title":"Substantive approach to the definition of \"advertising\": philosophical and communicative aspect.","attachmentId":107541011,"attachmentType":"pdf","work_url":"https://www.academia.edu/109406064/Substantive_approach_to_the_definition_of_advertising_philosophical_and_communicative_aspect","alternativeTracking":true}"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">download</span><span class="ds2-5-text-link__content">Download free PDF</span></button><a class="ds2-5-text-link ds2-5-text-link--inline js-wsj-grid-card-view-pdf" href="https://www.academia.edu/109406064/Substantive_approach_to_the_definition_of_advertising_philosophical_and_communicative_aspect"><span class="ds2-5-text-link__content">View PDF</span><span class="material-symbols-outlined" style="font-size: 18px" translate="no">chevron_right</span></a></div></div><div class="ds-related-work--container js-wsj-grid-card" data-collection-position="6" data-entity-id="4746034" data-sort-order="default"><a class="ds-related-work--title js-wsj-grid-card-title ds2-5-body-md ds2-5-body-link" href="https://www.academia.edu/4746034/The_Production_of_Advertising">The Production of Advertising</a><div class="ds-related-work--metadata"><a class="js-wsj-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="996859" href="https://nottingham.academia.edu/RobertCluley">Robert Cluley</a></div><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline js-swp-download-button" data-signup-modal="{"location":"wsj-grid-card-download-pdf-modal","work_title":"The Production of Advertising","attachmentId":32059840,"attachmentType":"docx","work_url":"https://www.academia.edu/4746034/The_Production_of_Advertising","alternativeTracking":true}"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">download</span><span class="ds2-5-text-link__content">Download free PDF</span></button><a class="ds2-5-text-link ds2-5-text-link--inline js-wsj-grid-card-view-pdf" href="https://www.academia.edu/4746034/The_Production_of_Advertising"><span class="ds2-5-text-link__content">View PDF</span><span class="material-symbols-outlined" style="font-size: 18px" translate="no">chevron_right</span></a></div></div><div class="ds-related-work--container js-wsj-grid-card" data-collection-position="7" data-entity-id="76943398" data-sort-order="default"><a class="ds-related-work--title js-wsj-grid-card-title ds2-5-body-md ds2-5-body-link" href="https://www.academia.edu/76943398/Short_Analysis_Of_Commercial_Advertising">Short Analysis Of Commercial Advertising</a><div class="ds-related-work--metadata"><a class="js-wsj-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="29174002" href="https://independent.academia.edu/VirgilPopovici">Virgil Popovici</a></div><p class="ds-related-work--metadata ds2-5-body-xs">Annals - Economy Series, 2015</p><p class="ds-related-work--abstract ds2-5-body-sm">In DEX, commercial advertising is defined as the (commercial) activity which aimes by advertising (by prints, radio, television, movies, etc.), to point out public interest on certain goods, books, show, the use of services etc. A famous, advertised product remains in our memory. Many of us ask somehow annoyed: How some of the brands remain in our memory, although we believe that we are not strongly influenced by advertisements? Interest publicity led to the creation of specialized agencies and organizations at a very broad diversification methods but advertising means.With advertising, the companies using various methods and means of popularizing notify the assortment of goods offered for sale population, of its quality, how to use and the price. In this regard propaganda to persuade consumers through various forms of advertising seeks not only to ensure its capture attention and conversion of formats such motivations in buying certain actions.</p><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline js-swp-download-button" data-signup-modal="{"location":"wsj-grid-card-download-pdf-modal","work_title":"Short Analysis Of Commercial Advertising","attachmentId":84484796,"attachmentType":"pdf","work_url":"https://www.academia.edu/76943398/Short_Analysis_Of_Commercial_Advertising","alternativeTracking":true}"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">download</span><span class="ds2-5-text-link__content">Download free PDF</span></button><a class="ds2-5-text-link ds2-5-text-link--inline js-wsj-grid-card-view-pdf" href="https://www.academia.edu/76943398/Short_Analysis_Of_Commercial_Advertising"><span class="ds2-5-text-link__content">View PDF</span><span class="material-symbols-outlined" style="font-size: 18px" translate="no">chevron_right</span></a></div></div><div class="ds-related-work--container js-wsj-grid-card" data-collection-position="8" data-entity-id="35133088" data-sort-order="default"><a class="ds-related-work--title js-wsj-grid-card-title ds2-5-body-md ds2-5-body-link" href="https://www.academia.edu/35133088/Advertising_and_the_new_media">Advertising and the new media</a><div class="ds-related-work--metadata"><a class="js-wsj-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="71270569" href="https://independent.academia.edu/StarleafYap">Starleaf Yap</a></div><p class="ds-related-work--abstract ds2-5-body-sm">Consumers have traditionally been able to avoid advertising, but in the " old days " it was much harder. You literally had to skip the advertising in magazines (which was pretty difficult to do), get up and go to the kitchen for a snack during commercials on TV, switch stations on the radio whenever an ad came on, or just generally ignore what was being shouted at you from every sign on a block of retail stores. Of course, advertising countered with increasingly intrusive techniques to gain your attention, including placards on grocery carts and bathroom stalls, unending rows of kiosks at shopping malls, louder and flashier television commercials, and increasingly larger advertising supplements in newspapers and direct mail. With the advent of digital media, advertising seized on yet another chance to get your attention; however, the new technology has also created new ways of avoiding advertising—zapping commercials with digital recorders, setting pop-up and spam blockers on computers, etc. The important thing to note here is that, up to this point, consumers have mostly been able to recognize advertising for what it is, and avoid it as they saw fit. We know from both elaboration likelihood and cognitive dissonance theories that if we recognize that a communication is persuasive, we can set up psychological defenses against it. But, what if we don't know it's a sale's pitch? In response to technological advances that have allowed consumers to avoid certain types of persuasive messages, advertisers have responded with increasingly sophisticated means of calling attention to their products, including methods that avoid the appearance of advertising altogether. This raises the important ethical concern as to whether advertising masquerading as " friendly conversation " (or anything other than what it truly is) is deceptive or not. Advertising within social media (sometimes called " viral " marketing) is one of those techniques that will be discussed below.</p><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline js-swp-download-button" data-signup-modal="{"location":"wsj-grid-card-download-pdf-modal","work_title":"Advertising and the new media","attachmentId":54994380,"attachmentType":"pdf","work_url":"https://www.academia.edu/35133088/Advertising_and_the_new_media","alternativeTracking":true}"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">download</span><span class="ds2-5-text-link__content">Download free PDF</span></button><a class="ds2-5-text-link ds2-5-text-link--inline js-wsj-grid-card-view-pdf" href="https://www.academia.edu/35133088/Advertising_and_the_new_media"><span class="ds2-5-text-link__content">View PDF</span><span class="material-symbols-outlined" style="font-size: 18px" translate="no">chevron_right</span></a></div></div><div class="ds-related-work--container js-wsj-grid-card" data-collection-position="9" data-entity-id="9183295" data-sort-order="default"><a class="ds-related-work--title js-wsj-grid-card-title ds2-5-body-md ds2-5-body-link" href="https://www.academia.edu/9183295/Advertising_as_Communication">Advertising as Communication</a><div class="ds-related-work--metadata"><a class="js-wsj-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="20992499" href="https://fsu-znu.academia.edu/YanaPutnins">Yana Putnins</a></div><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline js-swp-download-button" data-signup-modal="{"location":"wsj-grid-card-download-pdf-modal","work_title":"Advertising as Communication","attachmentId":35466516,"attachmentType":"pdf","work_url":"https://www.academia.edu/9183295/Advertising_as_Communication","alternativeTracking":true}"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">download</span><span class="ds2-5-text-link__content">Download free PDF</span></button><a class="ds2-5-text-link ds2-5-text-link--inline js-wsj-grid-card-view-pdf" href="https://www.academia.edu/9183295/Advertising_as_Communication"><span class="ds2-5-text-link__content">View PDF</span><span class="material-symbols-outlined" style="font-size: 18px" translate="no">chevron_right</span></a></div></div></div></div><div class="ds-sticky-ctas--wrapper js-loswp-sticky-ctas hidden"><div class="ds-sticky-ctas--grid-container"><div class="ds-sticky-ctas--container"><button class="ds2-5-button js-swp-download-button" data-signup-modal="{"location":"continue-reading-button--sticky-ctas","attachmentId":37489566,"attachmentType":"pdf","workUrl":null}">See full PDF</button><button class="ds2-5-button ds2-5-button--secondary js-swp-download-button" data-signup-modal="{"location":"download-pdf-button--sticky-ctas","attachmentId":37489566,"attachmentType":"pdf","workUrl":null}"><span class="material-symbols-outlined" style="font-size: 20px" translate="no">download</span>Download PDF</button></div></div></div><div class="ds-below-fold--grid-container"><div class="ds-work--container js-loswp-embedded-document"><div class="attachment_preview" data-attachment="Attachment_37489566" style="display: none"><div class="js-scribd-document-container"><div class="scribd--document-loading js-scribd-document-loader" style="display: block;"><img alt="Loading..." src="//a.academia-assets.com/images/loaders/paper-load.gif" /><p>Loading Preview</p></div></div><div style="text-align: center;"><div class="scribd--no-preview-alert js-preview-unavailable"><p>Sorry, preview is currently unavailable. 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SEP</a></div><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline js-swp-download-button" data-signup-modal="{"location":"wsj-grid-card-download-pdf-modal","work_title":"Metaphysics of Advertising","attachmentId":48231255,"attachmentType":"pdf","work_url":"https://www.academia.edu/27933912/Metaphysics_of_Advertising","alternativeTracking":true}"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">download</span><span class="ds2-5-text-link__content">Download free PDF</span></button><a class="ds2-5-text-link ds2-5-text-link--inline js-related-work-grid-card-view-pdf" href="https://www.academia.edu/27933912/Metaphysics_of_Advertising"><span class="ds2-5-text-link__content">View PDF</span><span class="material-symbols-outlined" style="font-size: 18px" translate="no">chevron_right</span></a></div></div><div class="ds-related-work--container js-related-work-sidebar-card" data-collection-position="8" data-entity-id="92715819" data-sort-order="default"><a class="ds-related-work--title js-related-work-grid-card-title ds2-5-body-md ds2-5-body-link" href="https://www.academia.edu/92715819/The_making_of_self_and_world_in_advertising">The making of self and world in advertising</a><div class="ds-related-work--metadata"><a class="js-related-work-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="61389879" href="https://independent.academia.edu/Waide">John Waide</a></div><p class="ds-related-work--metadata ds2-5-body-xs">Journal of Business Ethics, 1987</p><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline js-swp-download-button" data-signup-modal="{"location":"wsj-grid-card-download-pdf-modal","work_title":"The making of self and world in advertising","attachmentId":95651434,"attachmentType":"pdf","work_url":"https://www.academia.edu/92715819/The_making_of_self_and_world_in_advertising","alternativeTracking":true}"><span class="material-symbols-outlined" 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