Research Paper Advertising

Research Paper Advertising-47
Bagdikian labels this as ‘carefully noncontroversial, light, and nonpolitical’ programming.In briefly tracing the history of advertising in magazines Bagdikian suggests that this practice has been commonplace for some time: The influence of advertising on magazines reached a point where editors began selecting articles not only on the basis of their expected interest for readers but for their influence on advertisements.

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An article on genuine social suffering might interrupt the ‘buying’ mood on which most ads for luxuries depend.

The next step, seen often in mid-twentieth century magazines, was commissioning articles solely to attract readers who were good prospects to buy products advertised in the magazine.

The World Health Organization (WHO) has labelled childhood obesity as one of the most serious public health challenges of the 21 century.

In 2010, according to WHO, there are an estimated 42 million children under five years old who are overweight, and this figure is increasing at an alarming rate.[1] In Australia, in 2007–08, around eight per cent of children were estimated to be obese and 17 per cent overweight.[2] Children who are overweight or obese are likely to grow into obese adults who risk developing a number of chronic non-communicable ailments, such as diabetes and cardiovascular disease.[3] As these diseases add billions in health costs to national economies, it is clearly desirable both for individuals and for society overall, to devise and introduce policies which prohibit or limit their proliferation.

The second group of studies takes a societal view in examining ways in which advertising, and the mass media overall, may help to concentrate economic and cultural power in the hands of a few corporations and individuals.

In an analysis of studies which have looked at advertising from the persuasive/manipulative perspective, American academics John Harms and Douglas Kellner conclude that it creates meanings for consumers through visual imagery.Your access to the NCBI website at gov has been temporarily blocked due to a possible misuse/abuse situation involving your site.This is not an indication of a security issue such as a virus or attack.Another perspective on advertising is advanced by renowned media critic, Ben Bagdikian.Bagdikian argues that program content is changed and shaped based on the demographics of audiences so that it becomes less important than the type of person being targeted by advertising during programs. These programs ‘dumb down’ content and promote a ‘buying mood’.Arguments that the junk food industry voluntarily and responsibly limits the exposure of children to excessively manipulative promotion of its products appear to have been successful in maintaining a largely self- regulatory environment in Australia.This is despite the findings of national and international studies that indicate more action may need to be taken, and the imposition of various bans and taxes in other countries.Essentially, this work can be divided into two types of critique.The first group of studies examines advertising at the micro level by considering the ways in which it seeks to persuade or manipulate consumers.It considers also arguments which maintain that junk food can be part of a balanced diet and that the food, non-alcoholic drink and advertising industries can be entrusted to market these types of products responsibly without the intervention of government, or with minimal government intervention.The paper looks briefly at the policy approaches to junk food in a number of countries and consequent actions taken to control or prohibit marketing which may influence children’s eating habits.

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