Advertising The Magic System - 786 Words

Commercial Culture Williams, R. (1980). Advertising: The Magic System. 170-195. Premises 1. While this article focuses on British history, Williams argues that the nature of advertisement has changed from a system to attract â€Å"specific attention† (similar to modern day classifieds) to a system that broadcasts â€Å"commercial information and persuasion† (p. 170, 184) 2. This change in advertising methodology is paralleled to changes in social and economic structures (p. 170, 177-178) 3. Through capitalism, the minority will increasing get involved in cultivating culture and values of the masses through advertisements (p. 184, 187-188). 4. Advertisement is the art of capitalism and continues to organize artists and writers (p. 184-185, 189-190) 5. In order to for advertisement to stay relevant, advertisements will add â€Å"social meanings, values, and ideals† to their products (p. 185-186). 6. According to Williams, â€Å"Advertising is the consequence of a social failure to find means of public information and decision over a wide range of everyday economic life† (p. 193) Key Terms 1. Puff - When a claim is exaggerated in an advertisement 2. Quack Method - A method of deceitful advertising that originated from medicinal advertisements 3. Magic - Any emotions, values, or ideals that comes with a product 4. Consumer - Unlike a user of a product, consumers are a means end to the manufacturing of a product 5. Fantasy - The idea that decisions that were created by corporations are theShow MoreRelatedThe Evolution Of Advertising : The Magic System1416 Words   |  6 PagesEvolution of Advertising Last year, the U.S spent over 180 billion dollars on advertising, with digital ad content the fastest growing category within the market. 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