By Katherine Toland Frith
[I]Advertising and Societies: international concerns [/I] presents a world viewpoint at the perform of ads whereas analyzing many of the moral and social ramifications of advertisements in worldwide societies. It illustrates how matters reminiscent of the illustration of girls and minorities in advertisements, advertisements and youngsters, and advertisements within the electronic period have relevance to a much wider worldwide neighborhood. This booklet offers students and practitioners with a entire assessment of the literature on ads and society and makes use of functional examples from overseas media to rfile how international ads and international purchaser tradition function, making it an integral study software and useful for lecture room use.
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Extra info for Advertising and Societies: Global Issues (Digital Formations, Vol. 14)
A fundamental issue addressed by this dimension is the way a society allocates social (as opposed to biological) roles to the sexes. Some societies strive for maximum social differentiation between the sexes. The norm is then that men are given the more outgoing, assertive roles, and women the caring, nurturing roles. Minimum social-differentiation societies in comparison with maximum socialdifferentiation societies permeate their institutions with a quality-of-life oriented mentality. Such societies become “welfare societies” in which caring for all members, even the weakest, is an important goal for men as well as women.
To reach the Spanish-speaking market, Kmart also adjusts its food, apparel, and store signage in predominantly Hispanic areas and employs a Hispanic advertising agency to tap into this growing market. An understanding of subcultures is essential to marketers because the failure to recognize distinctive minority groups can lead to an illusion of sameness within a market that simply does not exist. We address the issue of race, as it relates to advertising, in greater detail in later chapters. Elements of Culture Advertisers, if they are to be successful in their efforts, must become culturally sensitive—that is, tuned into the nuances of culture.
Hispanics, blacks, and Asian-Americans have only recently received signiﬁcant attention from American marketers. 6 million, their growth is slowing. In contrast, the Hispanic population in the United States grew over 58 percent in the last decade, to vie with blacks as the nation’s largest minority. 4 million, or 9 percent of the total population, in 1990. 3 million Hispanics, nearly 13 percent of the total population. 4 million, compared with the 30 million African-Americans counted in 1990. 6 million (Holmes, 2001).
Advertising and Societies: Global Issues (Digital Formations, Vol. 14) by Katherine Toland Frith