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An ad can also solicit the attention of the intended audience by re-creating the lifestyle that the audience member either has or desires. Why do ads for beer show groups of people rather than individuals? Why are men rather than women shown in most beer ads? In what sorts of environments are the people in […]

Stereotypes are simplified, inaccurate conceptions or images that have become standardized and are widely held. A stereotype can idealize or demean the group it types. If a depiction of a group reflects reality, we do not consider that depiction a stereotype. Stereotypes make it possible for us to form generalizations about a person or advertised […]

By the time the 1999 graduating class of college students had finished senior finals, the typical student had seen an average of half a million commercials. What this generation finds persuasive differs from that which moves its parents. The 18-to-25-year-old market differs from the older markets, advertisers argue. Psycho demographic research reveals that the old […]

The only widely accepted ritual employed to commemorate Presidents’ Day, honoring the birthdays of Washington and Lincoln, is the Presidents’ Day Sale. To draw us into stores, advertisers reduce George and Martha Washington to cartoonlike hucksters. Actors in white “Washington” wigs hector us about unbelievable bargains and swear that, like George Washington, they would never […]

The price of subscriptions does not pay the total cost of producing a newspaper or magazine. Both are underwritten by advertising revenue, and commercial television and radio are almost completely financed by advertising. Their dependence on these external sources of funding renders them vulnerable to boycotts by advertisers. For example, in spring 1986, some Detroit […]