COMM 3308 Advertising: A Critical Perspective

Answer

COMM 3308 Advertising: A Critical Perspective

Question 1

The lives of individuals have experienced dramatic changes over the past century. These changes have been occasioned by changes in media technology. At the start of the previous century, people had no idea about the existence of television or the internet (Kellner, 2011). Additionally, there were no commercial radio stations, films, roadside billboards as well as smartphones. During this period, according to Haq (2011), people were majorly depended on the use of forms of traditional media including newspapers and magazines for the knowledge of any breaking news and events. However, various aspects have changed since the beginning of the 21st century. Specifically, the traditional media that existed before, including the printed material such as the books, newspapers, and magazines, has been used minimally as the new media has set in with the Millennials. The new media consists of the electronic video games as well as entertainment. Additionally, according to Kellner (2011), the wide use of the internet and social media applications has led to the fall in the popularity of traditional media. Various cultural and technological changes have been experienced with the shift from the use of traditional media to that of social media and the internet.

The changes in the media have led to the development of new technologies. Such technologies include 3D designs and various types of machinery used in the production and manufacturing processes. The emergence of the new technologies has contributed to mass production (Haq, 2011). Subsequently, the increased availability of consumer goods arising from the increased production has contributed to the culture of consumerism. Notably, before the use of the new media, the production of consumer products was very slow. Additionally, the demand for them was at the same time minimal. However, with the new technologies, mass production has been realized. The revolution in production, especially Fordism, has led to a revolution in consumption as well. Mass production cannot exist without a corresponding mass consumption of the commodities. The media has, thus, been used to encourage people to continue with their consumption patterns. Advertising has not been spared by the advent of the new media. Specifically, Kellner (2011) posits that organizations are using the available advertisement channels to ensure that they convince the consumers about the importance of consuming their goods. Before the new media, an advertisement was done through textual parables. However, today, the new media is being used by organizations to present visual clichés and sell their goods to the consumers (Haq, 2011). The appeal of the new media has further contributed to increased consumerism.

Apart from the changes in media technologies influencing advertisement, increased advertising has also affected development of new media technologies. Specifically, in the past, an advertisement was only done through the traditional media channels and was not as intense as it is today. However, Haq (2011) opines that the current emergence of competing consumer products has led to the rise of new media technologies to aid in the advertisement of the consumer goods. Specifically, consumer goods are now being advertised not just through the traditional media channels, but also through the social media applications such as Facebook, Twitter, WhatsApp, Instagram, and even LinkedIn (Kellner, 2011). Additionally, various media technologies have been developed by organizations to be deployed in advertising. As a result, the need to publicize consumer goods and increase the sales of organizations has seen the rise of new media technologies. As such, advertising has influenced changes in media technologies due to the search for new ways of making an appeal to the consumers.

Question 3

Covert advertising refers to the form of indirect advertising whereby the message is hidden in other media. According to Said (2010), the reference to the word “covert” is due to the hidden nature of the actual message. An example of organizations which have used covert advertising is Coca-Cola. Specifically, the company has used various prominent individuals who have drunk the Coca-Cola drink in the movies hence promoting the product (Tomažic et al., 2014). In this case, the viewers do not directly notice the product, which is the subject of the advertisement as the consumer product is covertly placed such that the viewer will eventually see it. The product is usually embedded in the form of entertainment or media. One of the importance of this type of advertising is that it can deliver the brand message and recognition without necessarily having a direct commercial. Additionally, there is almost a guarantee that the audience who watch the special entertainment or media will see the product placement. Covert advertising has the effect of increasing the desires of the consumers to associate with the product being indirectly advertised (Said, 2010). The fact that the advertising is done by a favorite person or famous movie increases its demand and hence influencing the culture of the consumers to that of buying the product.

Covert advertising has a big contribution to advertising as a cultural institution. Specifically, Tomažic et al. (2014) state that the deployment of individuals in entertainment programs, which have a larger appeal to the audience to advertise a product, is critical for organizations as it increases their production appeal. The promotion of goods through the advertisement model is a sure way of attracting consumers who associate themselves with a certain character or program. Concerning the impact on communication and sales, covert advertising is the best. Relying on the popularity of another entertainment and media channel to advertise a product is key to branding (Said, 2010). Specifically, some of the brands are associated with certain personalities. As a result, individuals who have an affinity for such people in the advert will identify themselves with the particular brand being advertised. As such, Tomažic et al. (2014) posit that the relationship between covert advertising ad branding is that the latter is critical in the promotion of the former to the audience. In this case, organizations wishing to promote their brands and have a particular brand identity should use covert advertising.

A relationship exists between the type of products that some consumers purchase and their identities. Specifically, consumers who buy certain brands are identified with them. In covert advertising, some of the personalities used in the advert, whether on a TV program or movie, will be associated with those products (Said, 2010). As such, people will consume such products, not because of their quality, but because they want to associate themselves with a particular person. The prominent person in the covert advert will thereby be the key reason for the increased purchase. Consumption, as well as material possessions, are critical in the construction of identity. Products in covert advertising are tools for the construction of individualistic identities as well as the expression of group identities and their status (Tomažic et al., 2014). The use of covert advertising is, therefore, one of the ways in which identity in consumer culture is created. Specifically, individuals who view certain products in the advert and ends up loving them for that reason will be identified with them.