Through this book the author recognizes that, though the concept of advertising was despised until the early 1970's it gained a lot of importance in the mid 1980s. It has now acquired a new legitimacy owing to its role in a consumerist society and the advent of mass media. The 1980's promoted the emergence of this new concept of advertising with boundless creative potential, giving it the power of adaptation to the needs of the consumer. The author terms this concept as the great escape. Although the mechanics of advertising has mushroomed in the society, it nevertheless came across as a suitable media for fundamental socio-cultural process, particularly in the area of teaching.
[...] Advertising therefore strives to adapt to the culture and take account of these cultural models to meet these statutory requirements for recognition and identification in the symbolic mode. Lifestyles are thus the ideal mode of communication, and advertising reflects the cultural group they offer: these stereotypes are indeed the system of reference to the "normal" consumer situation in light of the normative model valued. Thus, "advertising is a growing phenomenon in everyday culture and is fast being popularized". Advertising may primarily be viewed as a cultural production of meaning, themes, language and images that it borrows. [...]
[...] After an excessively laudatory preface regarding advertising written by Brochand Bernard, an advertising professional, the book seems built as a major "corporate advertising" entity, advocating publicity as a leading social institution, and developing the argument about the logic of socio-cultural functioning thereof to achieve de facto control over what appears to be required to drive as evidence of legitimacy, credibility and relevance of the methods developed and marketed by CCA. The latter, according to the author, ensures effective advertising and respectful socio-cultural dialogue that is necessary to maintain communication with the partner and the consumer. [...]
[...] Moreover, among the three models of the Information Economy which determine the sensitivity of a culture to change, our society is identified as an open culture where advertising, in addition to its usefulness to the business, takes on a strong social role in terms of ideology, language, and behavior. From the operation standpoint, advertising, economic instruments and social institutions use four models of influence that coexist and complement each other. The consumer is irrational, and the symbolic meaning attributed to a product through advertising is often more important than its real value. [...]
[...] Thus, the "dialogue of the deaf" and the lack of feedback from the advertising communication as deplored by the author in this book are in the process of finding an effective remedy. One must question if that remedy is necessarily good. In terms of other mass media, advertising and branding began in the 1990s, with a phase of ownership and total control of vectors of communication; thereby replacing the media of their "genesis". This takes the form of Consumer magazine content both editorial and promotional (Epok, Big Screen, Carrefour Knowledge House alive; a [...]
[...] The observation of the relationship between the two social institutions of advertising and the audience revealed a mechanism of mass communication which falls within the classic idea of Lasswell's theory of communication, also referred to as the transmission model of communication. In this scheme, the advertisement contains clear informative content as well as latent suggestive symbols associated with the product and defines a stereotype brand (emotional and social personality of the product). The reception of the message and the consumer's reaction is thus neglected by advertisers who are instead concerned primarily with the creation and dissemination of the message. [...]
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