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32 Cards in this Set
- Front
- Back
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What is an institution?
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-Socially constructed belief system
-Shared, unconsciously or consciously, by a group -Principles that govern meaning & patterns of actions -Evolving constantly -Both the media & the outcomes the media produces |
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What are the characteristics of an institution?
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-Ubiquity
-The ordering of roles -The regulation of resources -Practice of power |
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What is Ubiquity?
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Marriage: The "social" and numerical norm, most people do it
Advertising: it is everywhere! people become walking billboards (product placement) |
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What is Ordering of Roles?
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Marriage: wife, husband, son, daughter, in-laws, etc...
--Socially acceptable behavior for each role is defined Advertising: society creates roles -- seller, retailer, wholesaler, consumer... |
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What is Regulation of Resources?
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Regulate distribution of a society's resources to the advantage of some and the disadvantage of others
Marriage: Immediate family members get financial benefit, spouses are obligated to care for each other; concept of alimony/perpetual agreements Advertising: demand, manufacturing, etc stimulates demand for consumer products, influences pricing and redirects wealth from one brand to another |
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What is Practice of Power?
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EX: in marriage, does man or woman have more power?
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How many ads per day is the average american exposed to?
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3,600
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What are the three world views?
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1. Tradition
2. Authority 3. Liberalism |
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What is Tradition?
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---people can’t act on their own destinies or desires
---Each person has a fixed, determined place in the social hierarchy ---economic tasks were passed down through generations ---Not good candidates for most advertising messages |
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What is Authority?
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-Advertising can be used to reinforce action or create change on behalf of the government
-Authoritarianism limits individual decision making |
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What is Classical Liberalism?
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-all entrants operate freely, harmoniously and without restrictions
-market will self regulate -Provides a "fertile seedbed" for advertising to emerge and flourish |
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What are the 4 tenets of classical liberalism?
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1. Egoism
2. Intellectualism 3. Quietism 4. Atomism |
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What is Egoism?
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The pursuit of self-betterment, foundation of American Dream
Sometimes worshipped, sometimes criticized for being selfish & shallow Why some people call shopping a guilty pleasure People will do anything to better themselves Critics say: society values self-made people, desire for more led us to debt crisis |
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What is Intellectualism?
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People are rational, they will make choices that make the most sense
"rational consumer" or "economic man" --people will be rational and make decisions based on careful thought and consideration of research Critics say: people act on impuse |
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What is Quietism?
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--People need an incentive to buy things
--people are apathetic and need motivation or incentive to act --Advertising justifies consumption Critics say: consumption is internalized, people just know they have to consume |
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What is Atomism?
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We are all independent, don't need regulation
Society will correct itself and doesn't need to be regulated by the government Critics say: companies create monopolies and government has to regulate |
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What is Neoliberalism?
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modified version of classic liberalism that accounts for both rational and symbolic behavior
---more accepting of govt regulation |
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What are 3 conditions that characterize Consumer Culture?
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1. Potential surplus of goods- postindustrial economy
2. Continuous consumption is crucial to society - commerce & culture are inseparable 3. Objects take on significance beyond their original purpose, and all things are commodified |
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Characteristics of Advertising
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-It's paid for
-The sponsor is identified -It's a non-personal medium -It's intended for a particular audience -The advertiser controls content, placement, and timing of the message -The purpose is to inform, persuade, or cultivate a relationship |
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Who is Elmo Calkins?
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advertising executive (cofounded Calkins and Holden) - pioneered the use of art, fictional characters, the soft sell and the idea of consumer engineering in the 1930s
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What is the New Deal?
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Plan for government-stimulated production.
-forced increased productivity -maintained employment levels and increased consumer purchasing power |
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Who is John Keynes?
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British mathematician who said that economic uncertainty is damaging and the market is not as self-righting as classical liberalism thought it was
*Influenced the New Deal |
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What is planned obsolescence?
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a manufacturing decision to make a product that over time will become out of date or useless (EX: Apple)
-Advertising stimulated demand for goods and higher standard of living -People worked harder and made more money, stimulating greater production |
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How much money is spent annually per person on advertising?
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$900,000
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What is Branding?
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A way to control the allocation of resources
Way to secure profit -- differentiate similar products |
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What does it mean when something is commodified?
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Commercialized; products and services are sold to fulfill other desires for intangibles like time, beauty, status
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How do Americans view time?
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Edward Hall -
A commodity that can be saved, spent, wasted, or earned |
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What does monochromic mean?
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Viewing time as a commodity
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What socioeconomic or demographic trend contributed to the development of consumer culture?
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Longer life expectancy
improved health, longer life expectancy, population growth, urbanization, baby boom, two income household, advertising to kids, single parent households |
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What was the government intervention that contributed to the development of consumer culture?
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Compulsory education, Consumer protection, anti-trust laws, student loans, mortgage programs, bailouts
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What scientific or technological trend contributed to the development of consumer culture?
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bulk production of goods
manufacturing, transportation, media, electronics, mass production |
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How are products integrated into our culture?
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Branded entertainment, product placement, sponsorship, event & sports marketing
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