Author Description
3000. That's the number of marketing messages the average American confronts on a daily basis from TV commercials, magazine and newspaper print ads, radio commercials, pop-up ads on gaming apps, pre-roll ads on YouTube videos, and native advertising on mobile news apps. These commercial messages are so pervasive that we cannot help but be affected by perpetual come-ons to keeping buying. Over the last decade, advertising has become more devious, more digital, and more deceptive, with an increasing number of ads designed to appear to the untrained eye to be editorial content. It's easy to see why. As we have become smarter at avoiding ads, advertisers have become smarter about disguising them. Mara Einstein exposes how our shopping, political, and even dating preferences are unwittingly formed by brand images and the mythologies embedded in them. Advertising: What Everyone Needs To Know® helps us combat the effects of manipulative advertising and enables the reader to understand how marketing industries work in the digital age, particularly in their uses and abuses of big data.' Most importantly, it awakens us to advertising's subtle and not-so-subtle impact on our lives--both as individuals and as a global society. What ideas and information are being communicated to us--and to what end?
Menrva's Summary
THE THESIS
This book investigates how the modern advertising industry utilizes digital surveillance and deceptive tactics to influence consumer behavior and societal norms. Mara Einstein, a professor of media studies with extensive industry experience, analyzes the evolution of marketing from traditional media to the current era of big data and native advertising. She argues that contemporary marketing has become increasingly pervasive and difficult to distinguish from editorial content, necessitating a higher level of media literacy for the average consumer.
THE SCOPE MAP
What You Will Find
- Analysis of the shift from traditional commercial formats to native and digital advertising.
- Examination of how big data and algorithmic targeting shape individual preferences in shopping, politics, and social interactions.
- Discussion of the psychological impact of brand mythologies on global society.
Scope Limits
- The text does not provide a technical manual for executing marketing campaigns.
- It does not offer a comprehensive history of advertising prior to the digital age.
THE AUTHORITY PERSPECTIVE
Experts and educators frequently cite this work as a clear, accessible primer for understanding the mechanics of modern media manipulation. Readers often note that the prose is straightforward, making complex topics regarding data privacy and consumer psychology understandable for a general audience.
Page Count:
240
Publication Date:
2017-01-01
Publisher:
Oxford University Press
ISBN-10:
0190625902
ISBN-13:
9780190625900
Non-Fiction
Marketing
Digital Media
Media Studies
Sociology
Consumer Behavior
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