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Advertising: An Inescapable, Yet Rude, Aspect of Today's Society

Advertising is perhaps the most pervasive aspect of today's society. You cannot escape from it. Ads hold us captive as they are broadcast on television and radio, printed in newspapers and magazines and books, and half-minute-long ads are expanded into whole infomercials. Products and movies are plugged on talk shows. Billboards line every interstate and state route. And only a few years ago, Space Marketing, Inc., developed a system that would project a mile-long reflective billboard into space. This billboard would beam back light so that every person on Earth could see a corporate logo the size of the moon (Mazur 36), a truly unavoidable advertisement.

Product marketing has come to such an extreme that many companies now use "stealth" advertising (Mazur 36). These are ads that are hidden or strategically produced and placed so that they do not appear to be endorsements, so that the consumer either is taken by surprise or does not even recognize it as a commercial. These can be found on the floors of supermarkets, on Public Broadcasting (PBS) Television, and in the curricula of public schools.

One of the most widely-used forms of "stealth" advertising is paid product placement in movies and television shows. Sometimes the company dictates the exact use and scene for their product. "E.T." eats Reese's Pieces, and Rocky eats "the breakfast of champions." The actors in "Home Alone" use thirty-one different brand-name products throughout the movie. When product placement is taken to extremes, the movie becomes a flop. "Mac and Me" is "one long specially-devised scene. Mac features an E.T.-like alien who lives on Coca-Cola, and a birthday party at McDonald's where everyone drinks Coke while Ronald McDonald sings the company's theme song" (Mazur 39).

Stealth advertising is often employed when companies experience a drop in sales and often a symbiotic relationship between two corporations, where both businesses reap the rewards. McDonald's and other fast-food chains use stealth advertising often. Every Happy Meal you buy includes a toy promoting a recent or upcoming movie or television show. McDonald's Teeny Beanie promotion a few years ago is an excellent example of marketing frenzy. Frenetic fans purchased these Happy Meals for the Teeny Beanies. Many Beanie fans bought the meals only for the valuable trademark toys, discarding the food.

In the nineteenth century, most advertisements were based on the quality of the product, but this did not work when businesses wished to create "limitless demand for consumer goods. So advertisers came up with ads that had less to do with products than with their audience. Their ads sought to make viewers feel self-conscious, inadequate, unlovable -- and then offered a commodified remedy.... Advertising helps to keep the masses dissatisfied with their mode of life, discontented with ugly things around them. Satisfied customers are not as profitable as discontented ones" (Mazur 38). Today, fast-food endorsements that focus on subjects other than food are also much more prevalent. McDonald's "heartsell" commercials focus in psychologically on people's needs for community and family (Helmer 318). Through their commercials, McDonald's made their customers feel inferior regarding their family life, then provided a place where they could come and be part of the community. By making their customers unhappy, then providing a "solution" to the customers' feelings of inadequacy, McDonald's triumphed over other fast-food franchises -- those who were nicer to their customers.

"Stealth," "heartsell," and other types of advertising are developed in response to the "clutter" created by the types of promotions already in place (Mazur 36). The newest and most popular form

Advertising: An Inescapable, Yet Rude, Aspect of Today's Society

Advertising is perhaps the most pervasive aspect of today's society. You cannot escape from it. Ads hold us captive as they are broadcast on television and radio, printed in newspapers and magazines and books, and half-minute-long ads are expanded into whole infomercials. Products and movies are plugged on talk shows. Billboards line every interstate and state route. And only a few years ago, Space Marketing, Inc., developed a system that would project a mile-long reflective billboard into space. This billboard would beam back light so that every person on Earth could see a corporate logo the size of the moon (Mazur 36), a truly unavoidable advertisement.

Product marketing has come to such an extreme that many companies now use "stealth" advertising (Mazur 36). These are ads that are hidden or strategically produced and placed so that they do not appear to be endorsements, so that the consumer either is taken by surprise or does not even recognize it as a commercial. These can be found on the floors of supermarkets, on Public Broadcasting (PBS) Television, and in the curricula of public schools.

One of the most widely-used forms of "stealth" advertising is paid product placement in movies and television shows. Sometimes the company dictates the exact use and scene for their product. "E.T." eats Reese's Pieces, and Rocky eats "the breakfast of champions." The actors in "Home Alone" use thirty-one different brand-name products throughout the movie. When product placement is taken to extremes, the movie becomes a flop. "Mac and Me" is "one long specially-devised scene. Mac features an E.T.-like alien who lives on Coca-Cola, and a birthday party at McDonald's where everyone drinks Coke while Ronald McDonald sings the company's theme song" (Mazur 39).

Stealth advertising is often employed when companies experience a drop in sales and often a symbiotic relationship between two corporations, where both businesses reap the rewards. McDonald's and other fast-food chains use stealth advertising often. Every Happy Meal you buy includes a toy promoting a recent or upcoming movie or television show. McDonald's Teeny Beanie promotion a few years ago is an excellent example of marketing frenzy. Frenetic fans purchased these Happy Meals for the Teeny Beanies. Many Beanie fans bought the meals only for the valuable trademark toys, discarding the food.

In the nineteenth century, most advertisements were based on the quality of the product, but this did not work when businesses wished to create "limitless demand for consumer goods. So advertisers came up with ads that had less to do with products than with their audience. Their ads sought to make viewers feel self-conscious, inadequate, unlovable -- and then offered a commodified remedy.... Advertising helps to keep the masses dissatisfied with their mode of life, discontented with ugly things around them. Satisfied customers are not as profitable as discontented ones" (Mazur 38). Today, fast-food endorsements that focus on subjects other than food are also much more prevalent. McDonald's "heartsell" commercials focus in psychologically on people's needs for community and family (Helmer 318). Through their commercials, McDonald's made their customers feel inferior regarding their family life, then provided a place where they could come and be part of the community. By making their customers unhappy, then providing a "solution" to the customers' feelings of inadequacy, McDonald's triumphed over other fast-food franchises -- those who were nicer to their customers.

"Stealth," "heartsell," and other types of advertising are developed in response to the "clutter" created by the types of promotions already in place (Mazur 36). The newest and most popular form

Advertising: An Inescapable, Yet Rude, Aspect of Today's Society

Advertising is perhaps the most pervasive aspect of today's society. You cannot escape from it. Ads hold us captive as they are broadcast on television and radio, printed in newspapers and magazines and books, and half-minute-long ads are expanded into whole infomercials. Products and movies are plugged on talk shows. Billboards line every interstate and state route. And only a few years ago, Space Marketing, Inc., developed a system that would project a mile-long reflective billboard into space. This billboard would beam back light so that every person on Earth could see a corporate logo the size of the moon (Mazur 36), a truly unavoidable advertisement.

Product marketing has come to such an extreme that many companies now use "stealth" advertising (Mazur 36). These are ads that are hidden or strategically produced and placed so that they do not appear to be endorsements, so that the consumer either is taken by surprise or does not even recognize it as a commercial. These can be found on the floors of supermarkets, on Public Broadcasting (PBS) Television, and in the curricula of public schools.

One of the most widely-used forms of "stealth" advertising is paid product placement in movies and television shows. Sometimes the company dictates the exact use and scene for their product. "E.T." eats Reese's Pieces, and Rocky eats "the breakfast of champions." The actors in "Home Alone" use thirty-one different brand-name products throughout the movie. When product placement is taken to extremes, the movie becomes a flop. "Mac and Me" is "one long specially-devised scene. Mac features an E.T.-like alien who lives on Coca-Cola, and a birthday party at McDonald's where everyone drinks Coke while Ronald McDonald sings the company's theme song" (Mazur 39).

Stealth advertising is often employed when companies experience a drop in sales and often a symbiotic relationship between two corporations, where both businesses reap the rewards. McDonald's and other fast-food chains use stealth advertising often. Every Happy Meal you buy includes a toy promoting a recent or upcoming movie or television show. McDonald's Teeny Beanie promotion a few years ago is an excellent example of marketing frenzy. Frenetic fans purchased these Happy Meals for the Teeny Beanies. Many Beanie fans bought the meals only for the valuable trademark toys, discarding the food.

In the nineteenth century, most advertisements were based on the quality of the product, but this did not work when businesses wished to create "limitless demand for consumer goods. So advertisers came up with ads that had less to do with products than with their audience. Their ads sought to make viewers feel self-conscious, inadequate, unlovable -- and then offered a commodified remedy.... Advertising helps to keep the masses dissatisfied with their mode of life, discontented with ugly things around them. Satisfied customers are not as profitable as discontented ones" (Mazur 38). Today, fast-food endorsements that focus on subjects other than food are also much more prevalent. McDonald's "heartsell" commercials focus in psychologically on people's needs for community and family (Helmer 318). Through their commercials, McDonald's made their customers feel inferior regarding their family life, then provided a place where they could come and be part of the community. By making their customers unhappy, then providing a "solution" to the customers' feelings of inadequacy, McDonald's triumphed over other fast-food franchises -- those who were nicer to their customers.

"Stealth," "heartsell," and other types of advertising are developed in response to the "clutter" created by the types of promotions already in place (Mazur 36). The newest and most popular form

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