Advertising and commercial culture Media Speech Presentation

ADVERTISING AND COMMERCIAL CULTURE
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Chapter 11 of the text, “media and culture: An introduction to mass communication." by Campbell, Martin, and Fabos, (2011). Addresses the issue of advertising in the commercial culture, its impacts, and how it has changed over the years. The text addresses many issues' including the history of advertising, trends, and the issues relate to the advertising process. According to the text, the advertising culture has evolved for many years, with the introduction of advertising changing the consumption and purchasing patterns for many company products. Some of the major advertising platforms across the world that have changed the consumption patterns for many products include the internet and television. However, the introduction of the internet has disrupted how advertisements have been done, except cable and broadcast television, which has not been affected greatly by internet advertisements. In 2015, television registered a 38% global market share in the advertising market. In 2017, the advertisement statistics indicated that the internet market share was 35.1%, with the TV having 34.%,. Print newspapers, 8.4%, and magazines 7.8%. Some of the major television companies that have been impacted negatively by the increased competition levels from the internet include; ABC, CBS, Fox, and NBC corporate. The introduction of YouTube video and Netflix series has also revolutionized the way advertisements have been done, with many companies investing in adverts to be aired through the two platforms. In the US, some of the major advertising companies, which include; Procter & Gamble, AT&T, GM, Ford, and Verizon have considered the possibility of shifting from the TV to the digital platforms as a way of getting to as many customers as possible. Digital platforms such as YouTube, HBO, Amazon Prime, and Netflix have been considered to be some of the major online advertising platforms for many companies across the US and the world.
The US has a long history of advertising, where different advertisement agencies have been used by many companies which wanted to advertise their products, The revolution of the US advertising platform dates back to many decades ago, when books, mailboxes, wallpapers, busses, and billboards were used as the principle advertisement platforms. Many companies also relied on the advertisements used in DVDs, especially during the Hollywood movie production process. However, the increase in the need for more advertisements by companies has made many corporate sponsors spend millions of dollars on product placement, especially through the use of TV shows, music videos, and movies. According to reports, advertisements occupied a total of 16 minutes of TV production per day, with advertisements ranging from program promos and public service announcements. Over the years, advertisements have been used in different forms, such as; classified ads and business-to-business ads. Many advertisements seek to enhance the process of providing more information regarding a specific product, although some advertisements seek to shape the image of a product and also enhance the brand-name identities. Although advertisement has been good to many companies, due to their efficiency in passing information and increasing sales, many consumers watching TVs have complained of the many ads they have to deal with, by either blocking them or even switching through channels, while consumers using computers have to use numerous ad blockers to ensure that advertisements do not disturb their operations. By the 1800s, the US relied on the use of the public domain as a way of advertising, such as; through the use of billboards, public restaurants, and public transport systems. However, the transformation in modern society has led to a more enhanced advertising process, where companies have had to adopt better advertising strategies as a way of promoting social change and enhancing social values within the society. To regulate the ads, people have had the chance to skip advertisements, or bock them, as a way of promoting ...