Abstract The paper analyzes whether humor in radioadvertising aids the listener in comprehension and recall. The author discusses past experimental studies that look at the effect of humor in advertising upon source credibility, comprehension, and audience preference, and compares them to the author's own method of experimentation.
From the Paper:
"The use of humor in radioadvertising is not a new concept. Every year millions of dollars are spent in the development and execution of humorous advertising in the United States. It is a tool that advertisers and radio stations have been using for years to grab the attention of their listeners. They use humor to help them place a product image in the listeners mind, but does this technique really work? Advertisers use humor appeals in radioadvertising in order to differentiate a product whose advertising faces a heavy amount of corporate noise. The use of humor, some advertisers feel, can help listener recall, and attitude toward the brand. Humor, however, is hard to conceptualize or put into operation."?
Abstract The paper shows how radioadvertising created a demand for certain modes of dress, entertainment and music at the same time as it worked to produce a society more pliant to powerful interest groups. The paper discusses how the radio also served to perpetuate stereotypes that marginalized some groups while elevating others. The paper concludes that American popular culture - even to this very day - owes at least part of its nature to the old-fashioned radio.
From the Paper "One of the most significant things that radio did for American popular culture was to make the siren call of that culture more pervasive than ever before. That is to say, before the advent of the radio, people could really only be exposed to the newest fad, fashion or technological product by venturing outdoors, by permitting a door-to-door salesman into the house or by purchasing a subscription to the local newspaper. However, because radio did not require anyone to leave the home in order to be inundated with advertising promos, did not require that someone admit a stranger into their residence or did not even require that someone be able to read the printed word, radio became an extraordinarily effective means of "commodifying" popular culture even more than it already was."
Abstract The writer looks at overt and covert advertising in order to give the reader a solid understanding of the basic theories that are used to sell products. The writer talks about the different places that new forms of advertising have been tested and show how these are used successfully to entice people to buy a specific product. According to this paper, sex is used in almost every type of advertising and its effect on today's youth is immense. The use of sex in advertising is not new, but the overt nature of it is, something, that this writer feels has now take on a life of its own and is having a negative affect on many people's self-image. The role of sex in today's society and as a result its influence on today's younger generation, is the message that this writer is trying to communicate.
From the Paper "Advertisers will embed the word, ?sex,? in a magazine picture that is not perceived by the human eye or will superimpose pictures of sexual objects on objects like ice cubes and it is not noticed until this is pointed out to people, they will not perceive this either. (Key 9 ? 12)
Whether or not subliminal advertising works is still a matter of debate.
Should sex be used in advertising? No! CNBC had run an ad that showed scantily dressed women, an ad for a topless club."
Abstract This paper provides an overview of the available advertising media of the 1920s in America. It looks at the typical goods and styles advertised during this time and evaluates how such ads reflected the larger issues of the 1920s. An analysis of the lifestyles, economy, social norms, technologies, and communications reflected in the ads from this era is followed by a summary of the research in the conclusion.
From the Paper "While the graphic images presented in advertising in the 1920s were dominant, there were always messages underneath them that promoted the goods and services. According to O?Barr, this secondary discourse depicts some of our culture's most pervasive ideas about other people and the circumstances of their lives. "These images help construct for their intended audience ideas about those who are defined as outside that audience. In addition to the images of other people and their cultures that appear in advertisements for travel to other countries, a remarkable number appear in situations where the imagery of other cultures is borrowed to make selling pitches for products quite unrelated to the people and/or cultures depicted" (O?Barr, 1994, p. 45)."
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."
Abstract This paper describes the history and uses of radio frequency identification (RFID). The author describes the history of radio frequency identification, especially as used during World War II. The paper further describes practical applications of radio frequency identification today, such as on toll roads and also in moving products to their destinations. The author uses Wal-Mart as an example, and also has several charts to demonstrate how RFID is used in industry. The paper concludes with potential uses for RFID in the future.
Outline:
History of Radio Frequency Identification
Fundamentals of Radio Frequency Identification
Exploring the type of RFID Tags
Active RFID Tags
Active Backscatter Tags
Passive Backscatter Tags
RFID's Future Applications
Figure 1: Comparing RFID Frequencies
Figure 2: Comparing RFID Tags and their Use
Figure 3: Exploring How RFID Works
Figure 4: RFID's Impact on a Manufacturer's Supply Chain
Table 1:
Mass customization manufacturing strategies which can be automated through RFID
Figure 5: Using RFID Technology to streamline the MRO Process
Figure 6: Authentication techniques using RFID to validate products using RFID
From the Paper "The 1990s were a significant decade for RFID since it saw the widespread deployment of electronic toll collection in the United States according to AIM (2001). From the lessons learned in transportation and the work completed by IBM engineers who developed and patented an ultra-high frequency (UHF) RFID system according to RFID Journal (2002) which could be read up to 20 feet away., the foundation for reading tags in motion from a distance was of immediate interest to mass merchandisers including Wal-Mart. The pioneering work IBM had done in UHF RFID was sold off to Intermec when the computer conglomerate encountered financial difficulties in the mid 1990s. Intermec, an industry leader in bar coding and material handling applications, struggled to make the technology a market success. What were missing were data standards and the ability to create Master Data Management repositories that could be queried and used for analysis."
Abstract This paper examines the current trend of people listening more frequently to conservative or "right wing" talk shows. It focuses on the shows of three hosts - John Carlson, Michael Savage and Rush Limbaugh and discusses how they have successfully adapted their conservative radio programs to compete with new forms of media.
From the Paper "Imagine a view from the early 1920?s; a family huddled together in front of their brand new radio. The children are excitedly waiting for the familiar sounds of ?The Lone Ranger.? Mom and Dad sit back, enjoying not only the family time together, but their moments of quiet relaxation. Eighty years ago this was the image most Americans conjure in their minds when they pictured the early day of radio. Today, radio has changed dramatically. The word radio no longer can describe the genera's housed under it. We have music radio, with pop, rock, country and jazz. Separate from musical radio is talk radio, which encompassed home and garden tips, health information, and, often, conservative opinion talk radio programs."
Tags: communication, limbaugh, mass, media, michael, radio, rush, savage
Abstract The paper looks at the beginnings of the KDKA radio broadcasting station and describes the events leading up to the first broadcast in 1920. The paper discusses the KDKA's growth through the years and explains how the station has managed to remain on the air for over 80 years.
From the Paper "On November 2nd in 1920, four individuals in Pittsburgh, PA made history when they reported election results over airways, becoming one of the first broadcasting stations in the United States. While their broadcast consisted of only election results, their efforts brought personal, immediate information to listeners in a way that had never before been seen, and is commonly thought to be the birth of radio journalism (Finn, 294). While their original broadcast made history, the events preceding and following the occurrence made what was to become the KDKA radio station a landmark of radio broadcasting over the next 80 years."
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.
Abstract The paper begins with a history of advertising over the internet and with looking at how advertisers turned to web advertisement. Next the paper discusses types of advertisements and their various features. Following this, the paper looks at current trends and estimated growth of the market. The disadvantages of this method of advertising are listed and options for the future are explored. The paper concludes with an evaluation of the effectiveness of web advertising.
From the Paper "The whole history of Internet advertising started in the middle of 1990s when the Internet was first functioning and commercially launched as the part of technological contribution to worldwide communication.
In a very short time, this issue had changed everything in the world, and made a big revolution to the traditional media-based marketing approaches. Big capital companies soon turned their heads to examine this newly born marketing trend, along with giant fund allocation for market researches and the future growth."
Abstract This paper discusses how the differences between the advertising of the 1920s and today are substantial. The advertising of that time was less sophisticated. Products were sold based on their perceived values and usefulness, not simply on sex appeal. The paper further discusses that it is not to say that sex appeal was ignored; products aimed at women often advertised how appealing they would make women feel, or how they would make women appear to men. Coca-Cola and Palmolive soap are products that demonstrate the changes that have taken place in advertising, both in the purpose of advertising and the images associated with it.
From the Paper "The decade of the 1920s was an era of rapid change. Women scandalized their men as their hemlines rose steadily, reaching the mid-20s "flapper" styles; makeup became popular; and their hairstyles got shorter. Men's fashions became more conservative and geared toward the comfort of the wearer. "Convenience" became the watchword of the day, whether related to clothing, chores, travel, or communication. Almost overnight, the world became a different place, in large part thanks to advertising. Cultural Overview The world was a rapidly changing place in the decade of the "Roaring Twenties." This decade came on the heels of the Progressive Era, which had run out of steam by the beginning of that decade (Miller, 2003, p. 13). "
This paper reviews and analyzes the article "Sex, Lies & Advertising" written by author and feminist Gloria Steinem which focuses on the impact of advertisers in the media.
Abstract This paper discusses Steinem's article in which the author and feminist gives a detailed account of how advertising dollars dictate the ads as well as the editorial content in "Ms. Magazine." This paper discusses the actions taken by advertisers such as Revlon and Clairol when their demands regarding editorial content aimed at promoting their products were not met. One example in Steinem's article cited that Clairol withdrew its advertising support after "Ms. Magazine" published an article on the hazards of carcinogens in hair dyes. This paper analyzes how diversity in the field of advertising is seen as a direct threat to reaching a primarily white audience. This paper also examines Steinem's regret in using her publication to sell products that may not be in the best interest of women by citing the financial necessity in doing so.
From the Paper "Does consumer power really drive what types of ads are run in magazines? According to Steinem, this is not necessarily the case. Although her magazine had presented ample evidence to advertisers that women are decision makers in purchases involving automobiles, consumer electronics such as sound equipment, VCS, and computers and office equipment, the publication had a really hard time obtaining advertisements for these types of products. One of the reasons given is that the advertising industry lags consumer reality. Where women may once have turned to their significant others to help them make their decisions, they now increasingly rely on their own judgment. But, the old perceptions remain ingrained in advertising executives. And, Stinem states that acceptance of products by women is viewed as a threat to the perceptions of the products by males."
Tags: women, advertising, media, ms., magazine, feminism, ethics, finance, business
Abstract This essay looks at advertising and the way race and gender are represented in today's ads. The essay argues that gender and racial inequality and stereotyping are very much present in advertising today and that this furthermore serves the advertising needs. The essay also looks at how advertising directly influences what we see in the media and how advertisers only goal is profit making which is best served by the consumerist culture we live in today.
From the Paper "Advertising is very important in today's society and have been for over 30 years, if only simply because it cannot be avoided. Ads are a major part of mass media and the mass media has a great advantage of being able to reach a large number of people in a very short time. In large industrial societies media takes on a mass scale so that television, radio, newspapers, magazines and now the Internet link tens of millions of people, and influence the way they think and spend their time and money."
Abstract The paper looks at modern advertising and how it conveys various messages which motivate and act as stimuli for consumers to patronize a certain product or service that is out in the market. It analyzes how advertisements can dictate how society should live, what to buy, which product or service is more beneficial and when is the right time to purchase a product. The paper discusses how contemporary advertisements are a powerful means of influencing the lifestyle, awareness and moral fiber of modern society. The paper further examines how advertisement is a very useful tool in marketing a variety of products or services and also in communicating messages and motivating viewers.
From the Paper "Advertising agencies all over the globe are always in search for new ideas and innovative concepts in order to push a product towards a specific market. Advertisements target viewers by classifying the strong selling point of the product. On this same foundation, advertisements are set to promote the said product by identifying their target market. Upon classification of the product and identifying its market, advertising agencies use several techniques and resources of different forms and then later apply them to the concept of their advertisement."
Abstract The author of this paper looks at an advertisement for Valentine's Day produced for Kays Jewelers and examines the effect of the advertisement on the public. The writer then analyzes why the public identifies and empathizes with advertisements of this type which play heavily on feelings and emotion and asks the question as to whether the advertiser deliberately manipulates the viewer to enhance his message. The paper's conclusion is that, in the United States, the public is becoming increasingly susceptible and open to the influence of visual advertising.
From the Paper "Are the choices individuals make increasingly becoming the direct results of the images of the ads they view? While some might take certain images or ads as being influential, others aren't so easily influenced. Kay's Valentine's Day commercial brings happiness to both the buyer and the receiver after a purchase. Seasonal or holiday ads are significant in catching viewers' attention. In this sense, Kay's main subject in the commercial is love or companionship during this special holiday. Kay's commercial intends to make couples or people celebrate this passionate emotion with a purchase of their jewelries."
