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Freedom
from advertising: a small step but cheerful. Last
week I have reduced our cable TV service from 78 channels
(Extended Basic) to 33 channels (Limited Basic). I can’t stand
the commercials both by volume and by content, so arrogantly
plugged into regular programs. I’ve tried several technics to
minimize the ad nonsense: muting the sound during commercials,
channel switching during commercials, recording selected programs
and then zapping the commercials during replay, etc. However, all
these technics require my action and consequently they do not
eliminate the main sin of TV advertising: the interruption of my
thoughts chain related to a particular program.
Recently
I’ve realized there are quite a few channels I’m avoiding
because of the commercials. So, why pay for them? Let’s reduce
the number of channels! Canceling the cable TV service altogether
is a likely next step. |
Practically
everyone dislikes it. Advertising interrupts radio and television
programs, crowds editorial matter off the pages of newspapers and
magazines, disfigures city streets, defaces the countryside and
even lurks at eye level for tired, vulnerable standees on the
subway. Nobody believes it, or at least admits to believing it. It
usually appeals to the less agreeable aspects of human nature:
greed, vanity, insecurity, competitiveness, materialism. At
cocktail parties, people in the advertising business wince when
asked what they do for a living.
But
there it is, one of the dominant forces in twentieth-century
America. [...] More broadly, I have tried to understand the
relationship between advertising and American culture. I started
this book, as an observer of contemporary America, with the
impression that advertising wields substantial independent power
to create and shape mass tastes and behavior. Now, after changing
my mind a couple of times while writing this book [...] I would
merely suggest that advertising has become a prime scapegoat for
our times: a convenient, obvious target for critics who should be
looking at the deeper cultural tendencies that only find
reflection in the advertising mirror.
Stephen
Fox: Introduction to Mirror makers, A history of
American advertising and its creators, Morrow&Co., New
York, 1984. |
AdAge
magazine's online Data
Center has tons of statistics, but you have to pay to see
reports more than 30 days after they're published. However, if
you're looking for how much major brands have spent on advertising
over the past few years, the world's top advertisers and other
detailed data, this is an excellent, reliable source.
April
2004: A Yankelovich Partners poll for the American Association of
Advertising Agencies found that a majority of Americans are
increasingly annoyed by the tidal wave of advertising they are
exposed to:
65%
said they believed that they "are constantly
bombarded
with too much" advertising;
61%
agreed that the amount of advertising and marketing
to
which they are exposed "is out of control";
60%
said their opinion of advertising "is much more
negative
than just a few years ago";
54%
of the survey respondents said they "avoid buying
products
that overwhelm them with advertising and marketing";
69%
said they "are interested in products and services
that
would help them skip or block marketing".
Media
Literacy : http://www1.medialiteracy.com/stats_advertising.jsp |