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Product advertising

Companies use advertising to sell to us, but the way they reach us is changing. Naomi Klein identified the destructive impact of corporate branding her 1999 text, No Logo , an antiglobalization treatise that focused on sweatshops, corporate power, and anticonsumerist social movements. In the post-millennial society, synergistic advertising practices ensure you are receiving the same message from a variety of sources and on a variety of platforms. For example, you may see billboards for Miller beer on your way to a stadium, sit down to watch a game preceded by a Miller commercial on the big screen, and watch a halftime ad in which people are shown holding up the trademark bottles. Chances are you can guess which brand of beer is for sale at the concession stand.

Advertising has changed, as technology and media have allowed consumers to bypass traditional advertising venues. From the invention of the remote control, which allows us to skip television advertising without leaving our seats, to recording devices that let us watch programs but skip the ads, conventional television advertising is on the wane. And print media is no different. Advertising revenue in newspapers and on television fell significantly in 2009, which shows that companies need new ways of getting their messages to consumers.

One model companies are considering to address this advertising downturn uses the same philosophy as celebrity endorsements, just on a different scale. Companies are hiring college students to be their on-campus representatives, and they are looking for popular students engaged in high-profile activities like sports, fraternities, and music. The marketing team is betting that if we buy perfume because Beyoncé tells us to, we’ll also choose our cell phone or smoothie brand if a popular student encourages that choice. According to an article in the New York Times , fall semester 2011 saw an estimated 10,000 U.S. college students working on campus as brand ambassadors for products from Red Bull energy drinks to Hewlett-Packard computers (Singer 2011). As the companies figure it, college students will trust one source of information above all: other students.

Homogenization and fragmentation

Despite the variety of media at hand, the mainstream news and entertainment you enjoy are increasingly homogenized. Research by McManus (1995) suggests that different news outlets all tell the same stories, using the same sources, resulting in the same message, presented with only slight variations. So whether you are reading the New York Times or the CNN’s web site, the coverage of national events like a major court case or political issue will likely be the same.

Simultaneously with this homogenization among the major news outlets, the opposite process is occurring in the newer media streams. With so many choices, people increasingly customize their news experience, minimizing their opportunity to encounter information that does not jive with their worldview (Prior 2005). For instance, those who are staunchly Republican can avoid centrist or liberal-leaning cable news shows and web sites that would show Democrats in a favorable light. They know to seek out Fox News over MSNBC, just as Democrats know to do the opposite. Further, people who want to avoid politics completely can choose to visit web sites that deal only with entertainment or that will keep them up to date on sports scores. They have an easy way to avoid information they do not wish to hear.

Questions & Answers

what is the generally accepted definition of marriage
Onyeka Reply
marriage is the legal union between two people
JAYz
according to beathis(1980) marriage is the union between a man and women such that the children born to the woman are the legimate offsprings of both partners
Bamshak
what about socratic method
VICTOR
Victor I don't understand your question
Bamshak
I mean the current authorities who defined the Socratic method?
VICTOR
social stratifaction
Alabi Reply
definition of culture
Hassan Reply
what are the effect of poverty in education
Chileshe
poverty effects education and our children. Children living in poverty tend to be exposed to more stress, more intense & longer lasting stress that negatively impact attention, focus, cognition, IQ and social skills.
Sonasa
underachievement
Sarmin
living Style of the people is known as culture
Qudrat
Why we need social interaction?
Qudrat Reply
what is norms and beliefs
Aabid Reply
what is norms
Prince
behaviour and attitudes which are considered normal
Chileshe
what are the causes of poverty?
Chileshe
capitalism
Sarmin
what is social stratification?
Keeper
what is the difference between values. norms. and belief
Qudrat
which is most desiminated religion in the world
ahmed
Trust me I'm not too sure about the "most disseminated religion", but for my money Christianity somehow dominates...
Athenkosi
Why study sociology
mohamed Reply
I need an enlightenment on the course the military and the state?
onoja Reply
what does the open system approach in education looks at as whole?
Beau Reply
it is the vave of feminism in which feminist want to equal education for male and female
Muhmmad
of what relevance is sociology towards understanding African social thought
Abubakar Reply
What is population studies?
onoja Reply
it's the study of population the population can be family, fertility, mortality e.t.c
Abubakar
What are the subjective reality of mass communications
isah Reply
preconditions that give rise to deviance behavior
James Reply
what is group
Nazir
a collectivity of people that are United for one common purpose
Asif
what do you mean by "power to constraint"?
Chisom Reply
can someone please elaborate the main elements of ethnicity.
Tinya
What is social thought? And the difference between social thought and sociological thought
onoja Reply
social thought : these are those thoughts which belongs to the practical life of an individual mean : A man is a social animal . he learn from the society sociological thoughts : it means theoretical thoughts which are related to a book or which are taken from a book<> 📖 or which are taught in
Qudrat
social thought: has do with. our daily exchanges of ideas from one person to another. while, sociological thought: derives from the attributes of social thought and social ideology.
Keeper
Please some one should explain this theories for me.. Functionalism,, conflict theory and symbolic interaction
onoja Reply
functionalism: interrelated parts designed to meet the biological and social needs of the individuals in that Society
Lisa
conflict Theory: the way inequalities contribute to social differences and perpetuate difference in power
Lisa
Symbolic: one to one interactions and communications
Lisa
Can this theories be criticise?
onoja

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Source:  OpenStax, Introduction to sociology 2e. OpenStax CNX. Jan 20, 2016 Download for free at http://legacy.cnx.org/content/col11762/1.6
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