Publicidad Y Cultura

INTRODUCCIÓN

“Right now there are millions and millons of Europeans living under largely similar conditions, although they read and speak different languages…the point is that advertising must become international”

ADVERTISING AND CULTURE

Advertising is a deeply pervasive part of all lives lived in consumerist economies. The average individual in Western society is bombarded with severalhundred adverts per day -- billboards, TV commercials, film trailers and product placement in films, Internet ads, radio blurbs, newspaper and magazine ads, and more. Advertising both is a kind or popular culture, and it is a major way that we learn about and learn how to interpret other kinds of popular culture. Film trailers, for instance, not only seek to sell their cinematic product, but theyalso hope to shape the way we think about the movie. Advertising is a major mode of socialization, telling us how to think and feel (what's hip, what's sexy, what's normal), and what problems we need to worry about (lack of the latest e-gadget, insufficiently white teeth, mammary magnitude, etc.).
Advertising is as old as commercial popular culture, and viewing older ads can tell us a great dealabout past eras and our own. One thing revealed by studying older ads is the ways in which aesthetic styles change over time. Fro example, it is clear once avant garde techniques become domesticated over time such that some shocking bit of 1930 surrealism is now seamlessly accepted into an ad for a mainstream cleaning product or automobile. Or note how, on the one hand most advertising has becomeless verbal and more visual free association, while on the other hand the rise of the mute button has led to an increasing amount of written language in TV ads.
The links below include some famous historical and recent ad campaigns, archives of historic advertisements, ad industry sites, ad parody sites (which often teach much about ad manipulation techniques), articles and site analyzing ads,and more.
Advertising can be studied as a cultural phenomenon. At least it should approach it bearing in mind that part of the culture in which it is created. This has happened throughout history, each time the ads reflect different lifestyles and social aspirations of the majority.
The effects of advertising are numerous, we highlight a few:

-Active demand, whichstrengthens the possibilities of many companies.
-Supply increases, which lets you choose from a wider variety of types, quality levels, prices, etc..
-Encourages competition, attracting new businesses and promotes improvement of conditions of the offer.
-Provides information that in some cases it would obtain by other means and, in general, can be compared with other sources.
-Spread behavioral alternatives and differentvalues​​, depending on who the advertiser.
-Finances the media, most of which would not exist without advertising, with consequentdamage to the availability of supply media and freedom of expression.
Culture affects everything we do. This applies to all areas of human life from personal relationships to conducting business abroad. When interacting within our native cultures, culture acts as aframework of understanding. However, when interacting with different cultures this framework no longer applies due to cross cultural differences.
Cross cultural communication aims to help minimise the negative impact of cross cultural differences through building common frameworks for people of different cultures to interact within. In business, cross cultural solutions are applied in areas such asHR, team building, foreign trade, negotiations and website design.
Cross cultural communication solutions are also critical to effective cross cultural advertising. Services and products are usually designed and marketed at a domestic audience. When a product is then marketed at an international audience the same domestic advertising campaign abroad will in most cases be ineffective.
The...