The Effects of Advertising

2126 Words Feb 20th, 2008 9 Pages
The Effects of Advertising

Advertising is considered a paid communication through a non-personal medium in which the sponsor is identified and the message is controlled. Variations include publicity, public relations, product placement, sponsorship, time shifted advertising, underwriting, and sales promotion. Every major medium is used to deliver these messages such as the television, radio, movies, magazines, newspapers, the internet, and billboards. Advertisements can also be seen on the seats of grocery carts, on the walls of an airport walkway, and the sides of buses, or heard in telephone hold messages or in-store PA systems – nearly anywhere a visual or audible communication can be placed. (Wikipedia, 2006) Advertising can be
…show more content…
There is absolutely no way to avoid it. For instance, a 1987 survey conducted by the city of St. Louis found twice as many billboards in black neighborhoods as white. Almost 60% of the billboards in the black neighborhoods advertised cigarettes and alcoholic beverages. In another study of seventy-three billboards along nineteen blocks in a black neighborhood in Philadelphia, sixty advertised cigarettes or alcohol. In a 1989 survey by the Abel Foundation, 70% of the 2,015 billboards documented in the city of Baltimore advertised alcohol or tobacco products. Three-fourths of the billboards were in predominately poor African-American neighborhoods. In fact, the Center for Disease Control estimates that billboards advertising tobacco products are placed in African-American communities four to five times more often than in white communities. Furthermore, the advertisements are usually for menthol cigarettes, which are more popular with African- Americans and which have additional significant medical effects. (Randall, 2005) According to an article found in a Washington DC newspaper, minorities, particularly blacks, have been disproportionately targeted by the tobacco industry giants. The internal company records of R.J. Tobacco Company and Brown & Williamson Tobacco Corporation show how they ran advertising campaigns in magazines, on billboards, buses and other media to attract blacks to mentholated brands such as Salem and Kool. Also, a 1978 corporate memo profiles the
Open Document