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Advertising being the most fundamental component of marketing (Sinclair), the selling of ideas and products, plays an important role in the modern sector of media today. This is because advertising gives commercial media its image, its sound and character by orientating the range of entertainment and manipulate its information to reach out to the audiences. ... These corporations spend a significant amount on advertising which has brought new meanings and ideals into the mediated world of today. Their form of advertising has and still is trying to create new patterns of ownership and dominance of their porduct in society today. ... This power and influence can be exemplified by using advertising. ... With successful advertising, as shown above, it can either make or break the company. ... The management of their advertising strategies was poorly thought therefore causing them to lose valuable consumers.
From a structural point of view, with successful advertising, it can help built large conglomerates. ... Now their new advertising tactic is to advertise Nike as a way of life instead of solely on their products. Nike’s advertising has been so successful that it has given their product, the brand they have created, the market niche they enjoy today. This form of advertising is one of its kinds because for the first time a company has boldly advertised the brand name instead of the product itself. ... In advertising, the political economy, analysis how advertising has brought power but they fail to see the suffering the proletariats bear. ... For example; Benetton, their form of advertising, brings out ‘reality’. ... This form of advertising has created a new culture because all children of today want to experience what consuming a burger is, therefore dragging their parents to visit one of their restaurants. ... The critical political economy can explain the success McDonald’s has grained in their furious advertising as McDonalds has used their medium cleverly but on the downside is that this approach cannot understand the impact it has in the consumer which causes them to react the way they do. ... Their advertising is very successful because their European market accounts to four-fifths of Nike’s overseas sales. ... They fail to understand why did the company take this step and how will this form of advertising help achieve what they want to achieve. ... Understanding how people have evolved and changed over the centuries is very important in understanding how media work today, taking into consideration, Benetton’s mode of transmitting messages is through shock-advertising. ... This form of advertising is very shocking and if using the political economy approach, their only analysis is that they are using this just to gain revenue by selling ‘ideas’, obviously there is more to this picture than meets the eye and by using only one approach, a very one sided point of view is given.
Approximate Word count = 2263
Approximate Pages = 9.1
(250 words per page double spaced)
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