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The Advertising Industry and Globalization, 2002.
This paper looks at the advertising industry's role in globalization.
4,650 words (approx. 18.6 pages), 16 sources, APA, $ 120.95
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Abstract
This paper is an international political economy examination of the role of advertising on the promotion of globalization. The author theorizes about the role advertising plays in the creation of global consciousness and how they create consumption, leading to globalization. It is concluded that through the advertising industry, we can both see the progression of globalization and observe the process in action.
From the Paper
"?Where?s the beef?? These three words catapulted Wendy?s into the North American media spotlight during the mid-1980s. As a direct result, their revenues increased by 31% and their profits by 24%. ?Where?s the beef?? became so ubiquitous that vice-presidential candidate Walter Mondale used it during the 1984 US presidential campaign. Such is the power of advertising, and as such, the power of the advertising industry. An arbiter of the ?cool?, the ?useful?, and the ?now?; the power of the advertising industry is arguably a reflection of the increasing importance of ?the sell? in modern society. Major daily newspapers devote pages to the latest (and greatest) deals, mergers, and acquisitions of major corporations. Business news broadcasts on radio and television, relay these same deeds with all the excitement of sporting events. Politics itself is increasingly being ?sold? to the public. The ?packaging? of political ideas into crisp soundbites, political candidates into ideal persons and the ?spinning? of issues in order to get the public to accept (or buy into) a particular candidate or side of an argument, has increased greatly in the past twenty years. The advertising industry has become increasingly forthright in telling the public that its endeavouring to sell them products, and even ?spin doctors? as they are colloquially known, have stepped into the fore of the political arena. There are magazines devoted to praising, criticising, and poking fun at advertising tactics. In the political arena, there is an increased effort to not only recognize the ?spin? of an issue, but to also anticipate what form the spin may take on certain questions. In this environment, the advertising industry has become an increasingly relevant factor in everyday life and, concomitantly, in the study of international political economy (IPE). Not because of the obvious fact that many of the larger advertising firms are transnational in nature and therefore, directly within the IPE?s sphere of study. Rather, the industry?s relevance stems from the fact that its purpose, talent, and trade is persuasion ? persuasion that is increasingly being carried out internationally. This paper will argue that one such consequence has been, and continues to be, the perpetuation of the process of globalization. By globally executing marketing and branding campaigns, the advertising industry furthers the process of globalization by leading to the formation of multiple global consciousnesses along the lines of consumption ? consumption that has played a role in generating."
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Global Advertising Agencies, 2006.
A study in the relatively recent phenomenon of global advertising agencies.
2,975 words (approx. 11.9 pages), 13 sources, MLA, $ 87.95
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Abstract
This paper looks at the transition from local ad agencies to global conglomerates. These new mega firms, as the author explains, are responsible for creating world-wide advertising campaigns that must have universal appeal, while also maintaining local relevance. The author examines a number of case studies based on international companies seeking to promote themselves from Europe to the Far East. The paper analyzes what campaigns worked -- and why -- and how ad agencies are able to position themselves as global agents.
From the Paper
"Reality, however, varies from Germany to Australia, from Japan to Italy. So does make-believe. In order to be truly global (and yet, at the same time "local") one has to understand what works in each nation, what attracts potential customers, and where is that attraction? It is this notion of "going global" that has changed the face and the fate of American Advertising Agencies."
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Global Differences in Advertising, 2004.
A look at how similar products are marketed in different locations around the globe.
1,039 words (approx. 4.2 pages), 1 source, MLA, $ 36.95
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Abstract
This paper takes the example of a computer and looks at how different channels advertise it in order to sell to the local community. The paper looks at the various forms of advertising used today, including print, television, Internet, and other forms. The writer explains that Internet advertising is more global than the other forms, as anyone around the globe can access the information.
From the Paper
"In seeing that a firm can use different media for targeting its customers, it seems appropriate that a company uses television for mass marketing of its products, i.e. computers, while print media is selective and targets its products toward people who are educated and read the newspaper. In case of the Internet, the main segments of the computers will be young users customers and hobbyists, who like to navigate different sites and want to find out more about the products. However, an Internet site can also focus its advertisements for offering more information about products so that even a common person who owns an Internet service can navigate different Internet sites of the computers to make its buying choices."
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The Global South and the Global North, 2007.
An analysis of the impact of globalization on the inequality between the global north and the global south.
1,402 words (approx. 5.6 pages), 8 sources, MLA, $ 46.95
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Abstract
This paper looks at globalization and discusses how it has exacerbated the pre-existing inequalities between the poor global south and the wealthy global north. It illustrates how globalization forces some people (predominantly in the southern regions of the planet) to work while permitting other people (predominantly individuals residing in the global north) to become wealthy.
From the Paper
"To start with, it is commonly known that powerful multinational corporations in the global north habitually take their manufacturing operations from Europe and/or America and deposit those aforementioned manufacturing operations in global south countries where they can avoid the onerous regulatory regimes, high corporate taxes, and high wage costs they associate with the north. At the same time, the movement of jobs and plants to the south has the unhappy effect of not only costing workers jobs in the north but also of reducing the south to the subordinate position of being "hewers of wood and drawers of water" for multinationals that are looking for cheap human resources that can be utilized in a working environment that is more permissive than the highly-regulated work environments of America and/or Europe. A good example of this phenomenon can be found in the IT sector where skilled U.S. workers are losing jobs to individuals overseas (Sosbe, 4) - presumably because the "cost of doing business" vis-a-vis wage expenses is lower in global south nations which do not have a strong tradition of labor activism or of government involvement in employee-employer relations."
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Globalization and Global Labour Patterns, 2005.
An analysis of the factors leading to globalization and global labour patterns.
2,700 words (approx. 10.8 pages), 10 sources, $ 106.95
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Abstract
This paper discusses globalization and global labour patterns. The paper argues that in a globalized world corporations are determining the labour conditions in both developed and developing countries. It suggests that the corporations are essentially making cheap, unskilled and flexible labourers.
From the Paper
"Globalization and Global Labour Patterns Globalization is one of the most controversial issues in politics and economics. In "Note on Terminalogy" David McNally defines globalization as, "The mainstream term for the new world Economy of the past twenty years" (McNally 9). How exactly has the world economy changed? While discussing the political and economic changes that have occurred over the last three decades Teeple explains, A system of highly integrated world trade was an irreversible fact by the end of the 1970s, confirmed and hastened by the new means of transportation and communications, whose increased productivity were transforming the worldwide distribution of products and hence the global conditions for valorization (Teeple 71)."
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Globalization and Global Survival, 2005.
This paper discusses the effects and dangers of globalization.
1,800 words (approx. 7.2 pages), 5 sources, $ 71.95
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Abstract
This article examines the cultural, commercial, political and environmental effects of globalization. The writer then looks at the related challenges and dangers. The writer discusses how the existence of international monopolies together with the third world sweat shops and additional factors endanger global survival. The writer further discusses that globalization's exportation of environmentally and perhaps socially unsustainable Western materialism to populous developing nations such as India and China is also worrying for the future of the planet.
From the Paper
"Evidence of increasing hegemony by an ever shrinking number of multinational conglomerates is fuelling increasing concern regarding global cultural, commercial, political and environmental effects from such inequitable distribution of power. The creation of international industrial monopolies and massive fortunes of unprecedented size, accompanied as it is by equally massive down-sizing, unemployment, environmental degradation and the exponential increase of Third World sweat shops and child labor, seems to be leading to disaster on a global scale."
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Propaganda, Advertising and Competition, 2008.
The paper analyzes the differences between propaganda and advertising in a capitalistic society.
3,911 words (approx. 15.6 pages), 6 sources, APA, $ 106.95
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Abstract
This paper discusses the similarities and differences between propaganda and advertising. It presents two contrasting models and many examples to show these similarities and differences. The paper concludes by claiming that although propaganda is different from advertising, advertising is not different from propaganda.
Outline:
Model or Paradigm Case
Contrary or Opposite Case
Borderline Case
Related Concept
Invented or Imaginary Case
Social Context
Practical Results
Results in Language
Interior Dialogue
Essay Outline
From the Paper
"Does propaganda depend on one's intent? To what extent is an aim of merely making people aware of something separate from other aims such as trying to get them to change their behavior, or their attitudes? This is a good related concept, because it shares features of advertising and some of the tools of propaganda, but can be done without any intent to change people. It changes the absolute nature of the concepts, and makes on question whether awareness isn't, in itself, a changed state of being--that could possibly change one's perceptions or future behavior, regardless of the intent of the publicist or PR professional's intention."
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Sexuality in Advertising, 2005.
This paper discusses the use of sex in advertising as a powerful tool for selling products; however, sex in advertising is addressed differently toward men than it is toward women.
1,245 words (approx. 5.0 pages), 5 sources, MLA, $ 42.95
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Abstract
This paper explains that the sexual connection is much easier to set up for men than for women because men have minimal criteria for sexual desire, basically a woman's anatomy; thus, young healthy women's bodies easily attract the male view to the advertiser's product. The author points out that the use of sex in advertising to women is much more difficult because women's instinctive sexual reaction is more strongly affected by their intelligence; thus, advertising to women rarely uses sex, but rather the romance approach is applied using stereotypical images such as roses and a doting man. The paper relates that sexuality in advertising is a major area of ethical concern; however, surprisingly little is known about its effects on women and men.
From the Paper
"Sex is the second strongest of the psychological appeals, right behind self-preservation, and its strength is biological and instinctive, the genetic imperative of reproduction.Sexual desire is an instinctive reaction in animals, and a person's perception of a suitable mate is the basis.That perception is usually a set of criteria that the opposite sex must meet, and those that meet and exceed those criteria will provide the chance for the highest quality offspring with the best chance of survival."
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Advertising Agencies, 2005.
A look at the role of advertising agencies in the global market scene.
21,700 words (approx. 86.8 pages), 62 sources, APA, $ 249.95
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Abstract
This study attempts to show the correlation between employee satisfaction, customer satisfaction, and profitability as it relates to the role of advertising agencies in a global society. This is accomplished by examining the history and functions of advertising agencies throughout the world. The literature review deals with general information concerning advertising agency information, employee satisfaction, customer satisfaction and profitability. The later part of the study looks specifically at advertising agencies and what they are doing today based on what they have learned in the past.
Background
Research Questions
Significance of the Study
Objective of the Study
Definition of Terms
Outline of the Study
Chapter Summary
Review of Related Literature
Hypothesis
Conceptual Framework
Data Collection
Limitations
Data Analysis Methods
Findings
Conclusions, Summary and Recommendations
From the Paper
"In order to understand the role of advertising agencies in today's global society, it is first necessary to understand the relationship between customer satisfaction, employee satisfaction, and profitability. These may not seem to have much correlation to advertising and advertising agencies, but they actually do. The reason for this is that these issues are all strongly affected by advertising. Customers that see an advertisement will often purchase products based on that advertisement, and if the product does not live up to the way that it was portrayed in the advertising, customer satisfaction will be very low. "
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Advertising, 1990.
This paper examines the goals of advertising, the types of advertising and various techniques used in advertising strategies: Personal vs. mass marketing, sales promotion, publicity and public relations.
1,575 words (approx. 6.3 pages), 7 sources, $ 55.95
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From the Paper
"The purpose of this discussion on advertising is to examine the goals of advertising, the types of advertising, and various techniques used in advertising strategies. In addition, this paper addresses personal marketing versus mass marketing, and clarifies the roles of such marketing tools as sales promotion, publicity, and public relations, which are different from the role of advertising.
Advertising is "the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services, or ideas by identified sponsors through the various media". Key words in this definition that, when used together, separate advertising from other marketing tools are nonpersonal, paid, persuasive, and media. First, advertising is not personal because it lacks face-to-face ... "
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Advertising, 2006.
A look at the importance of advertising in modern society and the presence of gender and racial stereotyping that continues in today's advertising.
1,800 words (approx. 7.2 pages), 5 sources, $ 71.95
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Abstract
This essay examines the importance of advertising in today's society and analyses the representation of gender, race and class in today's advertising. The essay argues that gender and racial inequality and stereotyping are very much present in today's advertising and furthermore that this serves advertising needs. It also argues that advertising, combined with technology is a powerful tool in maintaining consumerist culture and that many corporations depend heavily on advertising for profit. Advertising is sophisticated, very well thought through and everywhere. It directly impacts our choices and often mirrors society.
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The Ethics of Advertising to Children, 2008.
A discussion of the ethics of advertising to children.
2,630 words (approx. 10.5 pages), 9 sources, MLA, $ 79.95
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Abstract
This paper looks at that question of whether advertising directed at children is ethical. It points out that the amount of advertising targeting children continues to grow. Children view an estimated 360,0000 advertisements on television before graduating from high school. The paper also claims that, not until the early 1970s, was advertising directed at children seen as a problem in the United States. The paper argues that, although studies show that children under the age of seven cannot distinguish the difference between an advertisement and fact, there is little if any regulation of advertising directed at children within the United States. The paper compares the US to other countries, which have adopted the philosophy that advertising directed at children is immoral and have stepped in with varying levels of regulation. The paper concludes that, regarding television, it is unlikely there will be any restrictions placed on advertisers; however, with the proliferation of sites such as MySpace, YouTube, blogging, and other future technological advances to the Internet, there may eventually be a public outcry for more stringent regulations.
Outline:
Introduction
History of Advertising & Advertising to Children
Advertising and Its Impact on Children
Why So Much Emphasis on Advertising to Children?
Notable Examples of Advertising to Children
The Regulation of Advertising
Regulations in Other Countries
How Likely Change Is in the Future & Conclusion
From the Paper
"In the US, there are currently few policies or standards for food advertising and marketing aimed at children. The advertising industry maintains self-regulatory policies established by the Children's Advertising Review Unit (CARU) of the National Council of Better Business Bureaus. CARU's guidelines apply to all forms of children's advertising, but it has no legal authority over advertisers and can only seek voluntary compliance. CARU has a group of about 20 advisors and 35 supporters, many of whom are from the food industry, such as Burger King, Frito-Lay, McDonald's, General Mills, Nabisco and Hershey. The CARU voluntary guidelines list seven basic principles, which address areas such as product presentation and claims, endorsement and promotion by program characters, sales pressures, disclosures and disclaimers and safety concerns."
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Advertising, 2005.
This paper studies advertising by looking at three advertising articles.
900 words (approx. 3.6 pages), 3 sources, $ 35.95
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Abstract
The essay examines three articles that deal with advertising. The paper offers a summary for each article, as well as providing the articles' main objective and a critical overview. The paper describes how the three articles are all from scholarly journals and they examine representation in advertising. The paper discusses how examining advertising as well as TV programming is important because the media influences public opinion and individual perception.
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Advertising vs. Publicity in Public Relations., 2002.
A comparison of the importance of advertising versus publicity in the PR world.
650 words (approx. 2.6 pages), 2 sources, $ 26.95
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Abstract
This paper will seek to understand the differences between the advertising aspect of Public Relations, and the publicity aspect of the PR world. By understanding the differences, we can see how both serve a specific function in PR.
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Advertising, a Different Perspective, 2006.
A look at the uses of advertising to organizations and the advertising agency's perception of the common man.
1,189 words (approx. 4.8 pages), 5 sources, MLA, $ 40.95
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Abstract
This paper elucidates a few modes of advertising in the ancient and modern worlds. It looks at how advertisements have become indispensable tools to the governments and the private organizations as well as the role of advertising agencies in reaching out to the common man.
From the Paper
"The fastest growing segment in the entire world is the telecom sectors specifically the cellular phones. It isn't surprising to say that there is more number of cellular phone users than computers today, in particular the developing countries. The biggest beneficiary of the telecom boom is the advertisement industry since it is blessed with one additional source to reach the public domain. With the costs of computers and last mile connectivity coming down, Internet penetration is improving in the developing countries."
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