广告商对商业媒体的影响 [2]
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论文字数:3236论文编号:org201511052046279316语种:英语 English地区:美国价格:免费论文
关键词:Advertisers商业媒体互联网
摘要:本文是留学生媒体学课程作业,主要内容是讨论现在广告商对商业媒体的影响。
e of the main sources of produced commodity of popular images, languages and narratives, the context of advertisement is directed by advertisers, as well as the entire media industry. They also influence the text of news as it is reported, the actual form and content of information as it is presented to consumers. Recently, it might be controversial of the phenomenon that where or not it is related to their industry of advertisers having begun demanding advance warning of content. For instance, the nation's fourth largest advertiser Chrysler Corporation informed the magazines in which it advertised that
It is required that Chrysler Corporation be alerted in advance of any and all editorial content that encompasses sexual, political, social issues or any editorial that might be construed as provocative or offensive. Each and every issue that carries Chrysler advertising requires a written summary outlining major theme appearing in upcoming issues (Baker, 1997).
Since advertisers want to reach the public so that they can sell their products well, they naturally support the media which are popular with the public. This conditions and commercial tension directly shaped the contemporary advertising industry. As the major source of finance for the two leading commercial media sectors- the press and commercial broadcasting, advertisers are thus act as neutral and passive intermediaries who allocate their media budgets basing on the preference of media consumers. They determine the structure of media industries simply by choosing where to spend their money and support media outlets that reach the right demographic groups, audiences that consume the most. Advertisers rarely think of the media exclusively as a distribution system for advertisement. Generally, they also make judgments about the effectiveness of different media as agencies of persuasion but not the desire to reach all members of the public. Actually, consider the nature and significance of the influence posed by advertisers; we can see that the mass media fashions an essentially means of advertising patronage according to the needs of market and the class inequalities of power, influences and consumption within the society.
The advertisers want to expand their power of several aspects: fist is to access to mass or niche markets. What they want to control is how potential consumers view their product and things external to the advertisement that may influence the way people viewing it (McAllister, 1996), which means, for instance, advertising tries to control not only the symbols in the ads, but also the meanings of those symbols represent. Meanwhile, advertisers also focus on the positive demographics, they weight towards groups with disposable income like youngsters and those who are in professional and managerial occupations. They want to control over the audience's viewing behavior in order to make sure audience actually notices the advertisement. In reality, to varying degrees, the consumers that media companies are responding to are advertisers, not the people who read, watch or listen to the media (Croteau &Hoynes, 2005), the demographics group with high rating is more attractive to advertisers. Higher- income audiences are more appealing than lower- income viewers because they are more likely to afford the advertisers' products. And advertisers also have a strong preference for younger audiences and relatively have no interest
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