2. The Ad & the Ego

3. n Average American exposed to 1,500 ads a day

4. Advertising: n Serves as education & propaganda n Tells us who we are & who we should be n Makes the world appear to be a certain way n “Sells” a pervasive set of values

5. Advertising teaches us that: n Happiness can be bought n There are instant solutions to life’s complex problems n Products can fulfill us

6. What gives advertising its power? n Works on an unconscious level n Gets us to believe we’re not influenced

7. Third-person effect n People think others, but not themselves, are affected by media

8. Advertising: n Originally delivered audience to advertisers n Now creates market for products

9. Function of advertising “Production of discontent in human beings” – Bernard McGrane n We compare ourselves to images in ads n This makes us feel insecure n Encourages us to purchase things we don’t need

10. Ads work on the symbolic level n The word “gives way to the image” n The process is unconscious n Appeal to feeling rather than to the intellect

11. Which model of media effects do the creators of this video appear to subscribe to? n Minimal effects n Two-step flow n Powerful effects

12. Explain the following: Advertising is a tool of socialization Advertising is the dream life of culture