CHAPTER ESSENTIALS

Now that you have finished reading this chapter, you can use the following tools:

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Go to macmillanhighered.com/mediaessentials3e for videos, review quizzes, and more. LaunchPad for Media Essentials includes:

  • REVIEW WITH LEARNINGCURVE

    LearningCurve uses gamelike quizzing to help you master the concepts you need to learn from this chapter.

  • VIDEO: BLURRING THE LINES: MARKETING PROGRAMS ACROSS PLATFORMS

    An executive for MTV explores how recent television programs blur the line between scripted and reality shows.

REVIEW

Outline the Early History of American Advertising

397

Track the Evolution of U.S. Advertising

Explain Persuasive Techniques in Contemporary Advertising

398

Discuss Commercial Speech and the Regulation of Advertising

Consider Advertising’s Impact on Our Democratic Society

399

STUDY QUESTIONS

  1. Question 11.1

    What role did advertising play in transforming the United States into a consumer society?

  2. Question 11.2

    What are the major divisions at most ad agencies? What is the function of each department?

  3. Question 11.3

    How do the common persuasive techniques used in advertising work?

  4. Question 11.4

    What are four serious contemporary issues regarding health and advertising? Why is each issue controversial?

  5. Question 11.5

    What are the effects of advertising on a democratic society?

MEDIA LITERACY PRACTICE

TV advertising functions to promote an advertiser’s goods or services, but ads always mean more than advertisers intend. Investigate this issue by examining some familiar ads.