We have looked briefly at ‘THE DARK SIDE OF THE FORCE’ in media production (PROPAGANDA & SPIN) and we now have some idea of the POWER OF COMMUNICATIONS to manipulate behavior. Remember people are still making decisions but with lies and deceit as information.
Knowing this, lets go deeper into the ADVERTISING industry as this element of capitalism & democracy carries out an essential function within the economy. And that is to SELL GOODS & SERVICES.
Advertising can be a force for good as it is one of the most creative ways to sell a good product to many people who will benefit from it.
ADVERTISING in some form may be as old as primitive communication itself, simply as a means to tell someone else, where something or someone was to be found.
are creative companies who specialize in communicating a product message to a consumer. As we are dealing with some new terms here lets add some more familiar words :
MARKETING 4 P’S ·PRODUCT· PRICE· PROMOTION· PLACE (we will go more into this later)
BRANDING AN IDENTIFICATION NAME or MARK – NOW A RELATIONSHIP BETWEEN PRODUCT COMPANY & CONSUMER
CAMPAIGN SERIES OF ADVERTISING MESSAGES PLACED IN DIFFERENT MEDIAS
COPY CREATIVE TEXT WRITTEN FOR ADVERTISING PURPOSES
ACCOUNT EXECUTIVE Senior person responsible between the client (the advertised) and the agency
We will get to more advertising jargon (and there is lots of it within the industry) as we go.
ASSIGNMENT: You will be creating 2 JEDI MEDIA KNIGHTS Advertising Agencies. Products will be assigned soon and you will have to create an advertising campaign for them.
Did you know that $500 Billion is spent globally on Advertising. We will learn a lot about media from studying the way Advertising Agencies do their work. They are highly skilled in the business of communications and the art of persuasion.
Remember 2 things:
1. In this working life you will have to learn how to SELL something.
2. You will be always be selling YOURSELF.
So sell your self like a JEDI MEDIA KNIGHT !