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In the world where technology serves as a convenience store to the human race, is there little hope left for the printed word? What does the future hold for magazines, newspapers, and books in the middle of its gyrating competition with their electronic counterparts? Witness history as eleven students take the challenge to voice out their opinions on the status of the print industry. Read, listen, see and believe.
The Fine Print is an online publication owned by a group of Communication Arts students from De La Salle University Manila in partial fulfillment of the requirements for the course subject Introduction to Print (INTPRIN). Any unauthorized distribution of content indicated in this site will be heavily penalized.
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The views expressed in this website are attributed to its respective authors and do not necessarily represent The Fine Print and De La Salle University - Manila. Special thanks to Afeeqah for the website layout. Copyright 2012-2013.
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The Impact of Advertisements in This Day & Age
written on Wednesday, December 11, 2013 @ 3:51 PM ✈
Samantha Masigan
INTPRIN
THE
IMPACT OF ADVERTISEMENTS IN THIS DAY & AGE
At this very moment, we are now living in
the midst of advertising noise. The latter stated fact has grown to be an
inevitable part of the perks of being a member of an ever-growing global
capitalist society, where the producer-consumer relationship matters the most.
That being said, it is no longer hard for us to grasp the idea that the media
is on a constant mission to bombard us, the consumers, with a multitude of
mixed, sometimes unrealistic messages; The agenda is anything but hidden, and
the latter is nothing but old news now. We, the people, have slowly but surely
come to accept the fact that the aforementioned data is, in fact, modernization
materializing right before our eyes.
Advertising has been around for centuries.
Ever since the concept was introduced to the world long ago, Advertising has
served one main purpose (and continues to do so as we speak): to inform—provide
the people with information they either already know, don’t know
yet, or should know by now. It has become, as D. A. Seko mentioned in
his article “Impact of Media and Advertising”, our “primary source for
information, solutions, ideas, and entertainment” (Seko, 2007). These days,
advertising is accessible to almost everyone in the world. With the existence
of multiple channels such as TV, Radio, and of course Print, the
transmission of messages has become faster, more efficient, and wider in scope.
To imagine a world void of any form of advertising would indeed be difficult.
However, one cannot help but wonder: would today’s modern world, if void of any
form of advertising, prove to be more “realistic”? Would it be a more genuine
showcase of life itself?
Modern-day
advertisements these days exist to make an impact. This said impact serves as
the ultimate driving force for advertisers to continue their craft and stay in
the business. The very joy of advertising lies in the way people react to a
certain idea—how they are affected by it, and how it urges them to change, even
in the most minimal ways. That being said, it is safe to say that consumers are
directly affected by the multiple forms of advertising they are exposed to,
either small-scale or large-scale. These effects may either take a positive or
negative form, depending on the target segment.
Ever
since the early 1800’s, multiple psychologists and scholars have made it their
mission to uncover, as well as give form to the multiple effects advertisements
have on a person and a society, both mentally and emotionally (Hayko, 2010).
Unsurprisingly however, the effects remain to be relative. Each person
perceives the world differently, therefore every advertisement impacts each
target segment in a unique way, making interpretations vary from person to
person. In this inconsistency however, one idea remains constant: we are all
directly affected by advertising on a certain level; one way or the other, we
will eventually be vulnerable to the media messages that bombard us every day.
Advertising, through the years, has proved
to be a psychological experience for most of its consumers. The business has
always been about the game of deception and manipulation—tricking the consumers
into desiring the product, no matter what the cost may be. In Allen
Kanner and Renee Soule’s book “Psychology and Consumer Culture: the Struggle
for a Good Life in a Materialistic World”, they mention that advertisements
have the capacity to alter the consumers’ strongest desires and greatest fears
in order for them to be able to buy the product (Kanner and Soule, 2004). The
way deception plays its role in this scenario can only really be described as clever,
and can be backed up by a certain communication theory introduced by David
Buller and Judee Burgoon called “The Interpersonal Deception Theory.”
In this theory, Buller and Burgoon expound
on the need to “explain the interplay between active deceivers and detectors
who communicate with multiple motives, who behave strategically,
whose communication behaviors mutually influence one another to produce a
sequence of moves and countermoves…” (Griffin, 2011)-–the very formula that
the advertising business runs on. As stated by Griffin, “a strategic
deceiver must consciously manipulate information to create a plausible message”
(Griffin, 2011); advertisers these days impact the society in the way they
are able to do the latter efficiently: alter reality in the most ethical way
possible in order to relay the message they want to present to their market.
Instead of lying directly to their audience (since the latter is against our
country’s constitution), advertisers bend the truth as much as they can in
order to gather their desired target segment. The result? A distorted
perception of reality which the consumers are slowly believing to be
normal—true, even.
In a
world smothered entirely by media messages, it is not shocking to come to the
conclusion that we have indeed succumbed to the concept of the “ideal
lifestyle”—a concept that has constantly been fed to us by a plethora of advertisements
through the years. These messages may as well be just as omnipresent as God
Himself; Everywhere we turn, a media message is out to either convince us or
deceive us. Our eyes are exposed to multiple print ads every single day,
those of which feed us with confusing, overwhelming amounts of information on a
daily basis. We, as consumers, live in a world that thrives on the ideas
advertisers present to us frequently. It isn’t surprising to realize in the end
that, in all truth, we as consumers cannot really tell fact from fiction
anymore; we have fallen prey to the utopia media has created, as well as lost
our personal power as consumers.
Goldie Hayko suggests in her article “Effects
of Advertising on Society: A Literary Review”, we as consumers have become so
accustomed to the messages advertisements present to us every day that we now
tend to lose the ability to see things “…in our own natural way”. We
have slowly given advertising the power to manipulate our most intimate
thoughts and replace them with ideas of what they think should exist
(Hayko, 2010). At this very moment, we can very well say that we are living
in a very deceptive environment—a faux reality which we ourselves helped
create, all thanks to the way we succumb to all these media messages.
Multiple criticisms are brought up in terms
of the “deception” that goes on in the advertising industry. Others claim that
the effects of such are good, while the other half firmly detest the concept
entirely. Inevitably, there is always a good and a bad side to everything,
advertising definitely included. While the psychological effects of advertising
still remain ambiguous (one can never really say if the effects are indeed
positive or negative), according to Hayko, the business also contributes its
fair share of good into the society. For starters, advertising arouses a growth
in the economy it thrives in: It is a universally known fact that advertising
stimulates the demand for certain goods and services, that of which help
maintain, sustain, and even develop an economy. Also, advertising helps mass
communications media: because of its existence, multiple forms of media (most
especially print) is now more affordable, since it is in the business’ nature
that the message be spread to as many people as possible (Hayko, 2010). And
lastly, while it is true that the amount of media messages today has left most
consumers befuddled, there are still bits and pieces of the latter that may be
considered as substantial (i.e. Dove’s “Real Beauty” campaign)—thankfully, there
is still a handful of messages that aim to go beyond the objective of merely selling,
but try their best to transform their consumers into better
citizens—even better people.
In
the end, no matter how much we try to analyze the true “Art of Advertising”,
one thing remains constant: it indeed has the full capacity to impact the
society in more ways than one—whether that impact is positive or negative.
Advertising, in all its forms, has helped build a multitude of cultures. It has
helped support Marshall McLuhan’s claim that we now all live in a global
village; the world has become a smaller place because of advertising, and I
think that is something we ought to thank the business for. Because of its
existence in society, somehow, someway, the world is able to unite. Advertising
is, in all truth, the only real, universal thing that world has in common these
days. It’s that last thing that we, as consumers, can all share.
And
to be able to say in this day and age that an abstract concept such as advertising
has the full capacity to unite possibly everyone in the world is, indeed,
something else.
SOURCES
Kanner,
Allen, and Renee. “Globalization, Corporate Culture, and Freedom.” Psychology
and Consumer Culture xi(2004): 49-63
Hayko,
Goldie. "Effects of Advertising on Society: A Literary Review." HOHONU.
8. (2010): 79-82. Web. 10 Dec. 2013.
<http://hilo.hawaii.edu/academics/hohonu/documents/Vol08x16EffectsofAdvertisingonSociety.pdf>.
Seko,
D.A. "Impact of Media and Advertising." Web log post. Inside Business.
N.p., 27 Oct. 2007. Web. 03 Dec. 2013.
<http://www.insidebusiness360.com/index.php/impact-of-media-and-advertising-2-28933/>.
Griffin,
Em. "Chapter 7: Interpersonal Deception Theory of David Buller and Judee
Burgoon."A First Look At Communication Theory. N.p.: McGraw-Hill,
n.d. 97-109. Print.
Dutta,
Antora. "The CEO Insights: Business and Strategy Online Journal." The
CEO Insights: Business and Strategy Online Journal. N.p., n.d. Web. 7 Dec.
2013. <http://www.theceoinsights.com/joomla/index.php?option=com_content>.
Labels: advertisements, sammie
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The Impact of Advertisements in This Day & Age
written on Wednesday, December 11, 2013 @ 3:51 PM ✈
Samantha Masigan
INTPRIN
THE
IMPACT OF ADVERTISEMENTS IN THIS DAY & AGE
At this very moment, we are now living in
the midst of advertising noise. The latter stated fact has grown to be an
inevitable part of the perks of being a member of an ever-growing global
capitalist society, where the producer-consumer relationship matters the most.
That being said, it is no longer hard for us to grasp the idea that the media
is on a constant mission to bombard us, the consumers, with a multitude of
mixed, sometimes unrealistic messages; The agenda is anything but hidden, and
the latter is nothing but old news now. We, the people, have slowly but surely
come to accept the fact that the aforementioned data is, in fact, modernization
materializing right before our eyes.
Advertising has been around for centuries.
Ever since the concept was introduced to the world long ago, Advertising has
served one main purpose (and continues to do so as we speak): to inform—provide
the people with information they either already know, don’t know
yet, or should know by now. It has become, as D. A. Seko mentioned in
his article “Impact of Media and Advertising”, our “primary source for
information, solutions, ideas, and entertainment” (Seko, 2007). These days,
advertising is accessible to almost everyone in the world. With the existence
of multiple channels such as TV, Radio, and of course Print, the
transmission of messages has become faster, more efficient, and wider in scope.
To imagine a world void of any form of advertising would indeed be difficult.
However, one cannot help but wonder: would today’s modern world, if void of any
form of advertising, prove to be more “realistic”? Would it be a more genuine
showcase of life itself?
Modern-day
advertisements these days exist to make an impact. This said impact serves as
the ultimate driving force for advertisers to continue their craft and stay in
the business. The very joy of advertising lies in the way people react to a
certain idea—how they are affected by it, and how it urges them to change, even
in the most minimal ways. That being said, it is safe to say that consumers are
directly affected by the multiple forms of advertising they are exposed to,
either small-scale or large-scale. These effects may either take a positive or
negative form, depending on the target segment.
Ever
since the early 1800’s, multiple psychologists and scholars have made it their
mission to uncover, as well as give form to the multiple effects advertisements
have on a person and a society, both mentally and emotionally (Hayko, 2010).
Unsurprisingly however, the effects remain to be relative. Each person
perceives the world differently, therefore every advertisement impacts each
target segment in a unique way, making interpretations vary from person to
person. In this inconsistency however, one idea remains constant: we are all
directly affected by advertising on a certain level; one way or the other, we
will eventually be vulnerable to the media messages that bombard us every day.
Advertising, through the years, has proved
to be a psychological experience for most of its consumers. The business has
always been about the game of deception and manipulation—tricking the consumers
into desiring the product, no matter what the cost may be. In Allen
Kanner and Renee Soule’s book “Psychology and Consumer Culture: the Struggle
for a Good Life in a Materialistic World”, they mention that advertisements
have the capacity to alter the consumers’ strongest desires and greatest fears
in order for them to be able to buy the product (Kanner and Soule, 2004). The
way deception plays its role in this scenario can only really be described as clever,
and can be backed up by a certain communication theory introduced by David
Buller and Judee Burgoon called “The Interpersonal Deception Theory.”
In this theory, Buller and Burgoon expound
on the need to “explain the interplay between active deceivers and detectors
who communicate with multiple motives, who behave strategically,
whose communication behaviors mutually influence one another to produce a
sequence of moves and countermoves…” (Griffin, 2011)-–the very formula that
the advertising business runs on. As stated by Griffin, “a strategic
deceiver must consciously manipulate information to create a plausible message”
(Griffin, 2011); advertisers these days impact the society in the way they
are able to do the latter efficiently: alter reality in the most ethical way
possible in order to relay the message they want to present to their market.
Instead of lying directly to their audience (since the latter is against our
country’s constitution), advertisers bend the truth as much as they can in
order to gather their desired target segment. The result? A distorted
perception of reality which the consumers are slowly believing to be
normal—true, even.
In a
world smothered entirely by media messages, it is not shocking to come to the
conclusion that we have indeed succumbed to the concept of the “ideal
lifestyle”—a concept that has constantly been fed to us by a plethora of advertisements
through the years. These messages may as well be just as omnipresent as God
Himself; Everywhere we turn, a media message is out to either convince us or
deceive us. Our eyes are exposed to multiple print ads every single day,
those of which feed us with confusing, overwhelming amounts of information on a
daily basis. We, as consumers, live in a world that thrives on the ideas
advertisers present to us frequently. It isn’t surprising to realize in the end
that, in all truth, we as consumers cannot really tell fact from fiction
anymore; we have fallen prey to the utopia media has created, as well as lost
our personal power as consumers.
Goldie Hayko suggests in her article “Effects
of Advertising on Society: A Literary Review”, we as consumers have become so
accustomed to the messages advertisements present to us every day that we now
tend to lose the ability to see things “…in our own natural way”. We
have slowly given advertising the power to manipulate our most intimate
thoughts and replace them with ideas of what they think should exist
(Hayko, 2010). At this very moment, we can very well say that we are living
in a very deceptive environment—a faux reality which we ourselves helped
create, all thanks to the way we succumb to all these media messages.
Multiple criticisms are brought up in terms
of the “deception” that goes on in the advertising industry. Others claim that
the effects of such are good, while the other half firmly detest the concept
entirely. Inevitably, there is always a good and a bad side to everything,
advertising definitely included. While the psychological effects of advertising
still remain ambiguous (one can never really say if the effects are indeed
positive or negative), according to Hayko, the business also contributes its
fair share of good into the society. For starters, advertising arouses a growth
in the economy it thrives in: It is a universally known fact that advertising
stimulates the demand for certain goods and services, that of which help
maintain, sustain, and even develop an economy. Also, advertising helps mass
communications media: because of its existence, multiple forms of media (most
especially print) is now more affordable, since it is in the business’ nature
that the message be spread to as many people as possible (Hayko, 2010). And
lastly, while it is true that the amount of media messages today has left most
consumers befuddled, there are still bits and pieces of the latter that may be
considered as substantial (i.e. Dove’s “Real Beauty” campaign)—thankfully, there
is still a handful of messages that aim to go beyond the objective of merely selling,
but try their best to transform their consumers into better
citizens—even better people.
In
the end, no matter how much we try to analyze the true “Art of Advertising”,
one thing remains constant: it indeed has the full capacity to impact the
society in more ways than one—whether that impact is positive or negative.
Advertising, in all its forms, has helped build a multitude of cultures. It has
helped support Marshall McLuhan’s claim that we now all live in a global
village; the world has become a smaller place because of advertising, and I
think that is something we ought to thank the business for. Because of its
existence in society, somehow, someway, the world is able to unite. Advertising
is, in all truth, the only real, universal thing that world has in common these
days. It’s that last thing that we, as consumers, can all share.
And
to be able to say in this day and age that an abstract concept such as advertising
has the full capacity to unite possibly everyone in the world is, indeed,
something else.
SOURCES
Kanner,
Allen, and Renee. “Globalization, Corporate Culture, and Freedom.” Psychology
and Consumer Culture xi(2004): 49-63
Hayko,
Goldie. "Effects of Advertising on Society: A Literary Review." HOHONU.
8. (2010): 79-82. Web. 10 Dec. 2013.
<http://hilo.hawaii.edu/academics/hohonu/documents/Vol08x16EffectsofAdvertisingonSociety.pdf>.
Seko,
D.A. "Impact of Media and Advertising." Web log post. Inside Business.
N.p., 27 Oct. 2007. Web. 03 Dec. 2013.
<http://www.insidebusiness360.com/index.php/impact-of-media-and-advertising-2-28933/>.
Griffin,
Em. "Chapter 7: Interpersonal Deception Theory of David Buller and Judee
Burgoon."A First Look At Communication Theory. N.p.: McGraw-Hill,
n.d. 97-109. Print.
Dutta,
Antora. "The CEO Insights: Business and Strategy Online Journal." The
CEO Insights: Business and Strategy Online Journal. N.p., n.d. Web. 7 Dec.
2013. <http://www.theceoinsights.com/joomla/index.php?option=com_content>.
Labels: advertisements, sammie
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How It All Began
The realization of a goal began one chilly September night of 2013 in Mr. Randy Torrecampo's Introduction to Print (INTPRIN) held at M206 of De La Salle University - Manila. The multi-talented and energetic Student Media Office director instructed the class to produce a final output as a showcase of their learnings on the status of the print industry. Since then, this group of eleven of DLSU's finest in the field of Communication Arts have taken their talents online by expressing various viewpoints on newspapers, books, advertisements, magazines, and digital media. And this is how The Fine Print came to be, aiming to explore the word one step at a time.
Who's Who
Sir Randy is the senior editor of The Fine Print and probably one of the few singing professors in the face of this spherical Earth. The moment he belts out the Aladdin theme song, his enchanting voice makes the world stop for a while because for they "don't want to miss a thing" (Aerosmith, 1998).
Bryan is the sole male staffer in this online publication. He is very passionate with the mass media industry and a renowned speaker.
Candice is a female staffer of The Fine Print who is currently the web manager and also a major contributor to this fine publication. She enjoys writing and eating at the same time.
Czar is a female staffer of The Fine Print who is a major contributor in this fine publication. She likes to travel, create videos, and go on adventures.
Mona is a female staffer of The Fine Print who is a major contributor to this fine publication. She has a really enchanting singing voice that makes everyone's hearts beat faster in addition to taking breathtaking photographs.
Erika is a female staffer of The Fine Print who is a major contributor to this fine publication. She loves to draw anything that tickles her fancy.
Issa is a female staffer of The Fine Print who is a major contributor to this fine publication. She is a dancer with a renowned Philippine dance group who has also appeared in several short films and music videos.
Madi is a female staffer of The Fine Print who is a major contributor to this fine publication. She is passionate about fashion and indie music.
Rio is a female staffer of The Fine Print who is a major contributor to this fine publication. She is an aspiring graphic artist and filmmaker.
Maisie is a female staffer of The Fine Print who is a major contributor to this fine publication. She enjoys entertaining audiences with her killer dance moves.
Marielle is a female staffer of The Fine Print who is a major contributor to this fine publication. She is a wonder whose size does not hinder her from being a charm to the people around her.
Sammie is a female staffer of The Fine Print who is a major contributor to this fine publication. She is an aspiring filmmaker and considers Samantha Jones of HBO's Sex and The City as her queen.
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my sunshine
links exchanged opened! just tag me but link me first
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link
coming soon....
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