Segments in this Video

Advertisement Exposure (00:52)


Exposure to advertisements seems inescapable. Over 3000 paid messages, which both entertain and inform, bombard per day. With advertising revenues, mass communication would not exist.

Early American Ads (03:14)

The invention of the printing press boosts early American advertising, which showed the American dream. Railroads and national magazines allow merchants, such as Lydia Pinkham, to expand.

Reaching New Mass Audiences (03:59)

Advertising becomes interwoven with the economic, social, and technological development of America. Sponsors financially back programs to advertise their own products.

Dividing Sponsorship in Programming (03:09)

The economics in the program sponsorship system unravel as audiences and programming broadens. Sharing sponsorship attracts more money, but advertisers lose identification.

Shaping the Ad (05:07)

Demographic targeting by advertising agencies allows advertisers to reach certain audiences. Advertisers play a critical role in crafting and delivering the advertiser’s message.

Psyches and the Persuasion of Media (02:42)

Politicians find ways to use mass media to not only inform and persuade, but to penetrate psyches. Advertising plays a role in financing mass media and influencing society.

New Media Ads (01:40)

Early users of the Internet debate the use of advertising on the Internet. Advertising, and the revenues it brings, continues to be a factor in the growth of the World Wide Web.

Cultural Impact (04:59)

Advertising mirrors the culture, but unintended consequences may occur. Advertising provides economic support of the media system. It is impossible to measure its impact on the culture.

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Part of the Series : Media Power
DVD Price: $99.95
DVD + 3-Year Streaming Price: $149.93
3-Year Streaming Price: $99.95



Some Americans charge that the advertising industry promotes materialism and compels them to buy things they don’t want. However, most are unaware that the TV and radio shows, newspapers, and magazines they enjoy for virtually no cost are paid for almost entirely by the sale of advertising time or space. This program features a historical survey of the methods of advertising in the U.S. Topics include the mass-marketing triumph of Lydia Pinkham’s 19th-century patent medicines; the role of sponsorship in radio and early broadcast television; the application of marketing principles to the 1964 Johnson/Goldwater campaign, which featured the well-known daisy/atom bomb ad; and a step-by-step look at how a Ford Ranger TV spot was made by the J. Walter Thompson agency. The program is a valuable aid in understanding the persuasive, pervasive nature of advertising. (28 minutes)

Length: 29 minutes

Item#: BVL8569

ISBN: 978-0-7365-6069-6

Copyright date: ©1997

Closed Captioned

Performance Rights

Prices include public performance rights.

Only available in USA and Canada.