Although some may deny it the society we live in today is dominated by a very consumer based culture. So much of what people see, hear and talk about consumer goods, everything from the newest snack food to hottest new car to sickest new pair of Nike shoes. The medium that plays the biggest role in this consumer based society is advertisement. Advertisement itself is not an incredibly new concept, people have been advertising the goods and services for quite some time now. However advertisement used to be a very small slightly insignificant medium such as verbal advertising, billboards, and newspaper/magazine ads. These mediums reach many people but nothing compared to the advertising mediums of today’s society. In Marshall Mcluhan’s, The Medium Is The Message, one of the main points made is that the way information is portrayed is just as important if not more important than the actual content of the information itself. I can’t hardly think of a technology that focuses on this ideal of the importance of the medium itself than modern day advertisement. Today ads are everywhere we look, there are constant commercials on every television and radio station worldwide, every website anywhere on the internet has some form of advertisement, there is even ads on cars, trains, planes and busses. This constant exposure to ads of such a variety of mediums raises questions such as, Are certain forms of ads more efficient than others? Would more people call a number heard on a radio ad or click on a link in an online ad for the same product?
“Americans born since World War II have grown up in a media-saturated environment. From childhood, we have developed a sort of advertising literacy, which combines appreciation for technique with skepticism about motives. We respond to ads with at least as much rhetorical intelligence as we apply to any other form of persuasion.”(1) Marketing and advertisement has become an entire field of study in today’s society devoted to answering questions like the ones above. Almost every company now has some sort of a marketing team devoted to nothing but researching new ways to promote and advertise for the company. Marketing teams put a lot of time, thought, and research into the little details such as color scheme, sounds, fonts and other things that some people would argue have nothing to do with the product/service the ad is representing. The small things like color and font may not change the product itself but they may convey a certain subconscious emotional response in the consumer causing their perspective of the content of the ad to change.
- – Postrel, Virginia http://www.brainyquote.com/quotes/keywords/advertising.html