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    Hypercommercialism, The Media and Oligopolistic Markets

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    Diana Gurau
    David Lubars, a senior advertising executive, is quoted as saying consumers are like roaches that become immune to advertising, so advertisers must constantly spray consumers with more ads. Advertising has increasingly spilled into various media like TV, newspapers, radio and public spaces. New forms include targeted TV ads, intrusive internet pop-ups, and commercial sponsorships of events and branded content. The document expresses concern about how NASCAR has become a commercialized machine owned by media conglomerates, and that advertisers have infiltrated every aspect of life, leaving consumers with no escape from commercial messages. It identifies the top seven media conglomerates that own diverse media properties and have great influence over the media landscape.

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    Hypercommercialism, The Media and Oligopolistic Markets

    Uploaded by

    Diana Gurau
    80 views22 pages
    David Lubars, a senior advertising executive, is quoted as saying consumers are like roaches that become immune to advertising, so advertisers must constantly spray consumers with more ads. Advertising has increasingly spilled into various media like TV, newspapers, radio and public spaces. New forms include targeted TV ads, intrusive internet pop-ups, and commercial sponsorships of events and branded content. The document expresses concern about how NASCAR has become a commercialized machine owned by media conglomerates, and that advertisers have infiltrated every aspect of life, leaving consumers with no escape from commercial messages. It identifies the top seven media conglomerates that own diverse media properties and have great influence over the media landscape.

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    despre media si pietele oligopolistice

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    David Lubars, a senior advertising executive, is quoted as saying consumers are like roaches that become immune to advertising, so advertisers must constantly spray consumers with more ads. Advertising has increasingly spilled into various media like TV, newspapers, radio and public spaces. New forms include targeted TV ads, intrusive internet pop-ups, and commercial sponsorships of events and branded content. The document expresses concern about how NASCAR has become a commercialized machine owned by media conglomerates, and that advertisers have infiltrated every aspect of life, leaving consumers with no escape from commercial messages. It identifies the top seven media conglomerates that own diverse media properties and have great influence over the media landscape.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as ppt, pdf, or txt
    80 views22 pages

    Hypercommercialism, The Media and Oligopolistic Markets

    Uploaded by

    Diana Gurau
    David Lubars, a senior advertising executive, is quoted as saying consumers are like roaches that become immune to advertising, so advertisers must constantly spray consumers with more ads. Advertising has increasingly spilled into various media like TV, newspapers, radio and public spaces. New forms include targeted TV ads, intrusive internet pop-ups, and commercial sponsorships of events and branded content. The document expresses concern about how NASCAR has become a commercialized machine owned by media conglomerates, and that advertisers have infiltrated every aspect of life, leaving consumers with no escape from commercial messages. It identifies the top seven media conglomerates that own diverse media properties and have great influence over the media landscape.

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    of 22

    GUESS WHAT???

    Consumers are like roaches. You spray


    them and spray them and they become
    immune after a while. The only answer is to
    spray them some more.
    -David Lubars, Senior Ad
    Executive, Omnicom Group

    The Burning Question

    How many different


    cans of Raid do
    advertisers have?

    HYPER-COMMERCIALISM
    The Progression (and Annoyance) of
    Advertising

    Whats not new


    Advertising

    has spilled into our television


    programs with 30 and 15 second spots, in total
    taking 14 to 17 minutes per hour of
    programming
    Ads also appear in our newspapers, magazines,
    on our radio stations and in other forms of media
    Advertising in stadiums and other public venues
    We have become immune to this.

    What IS new
    Advertising

    during TV programs, digitally


    imprinted such that only the home viewer
    can see it
    Internet pop-up ads, including those that
    now avoid pop-up blockers
    Commercialized companies, making deals
    with advertisers which benefit both the
    company and advertiser

    What IS new
    Products

    written into programming


    Product sponsored events, books, etc.
    The Nokia Sugar Bowl
    The Oreo Cookie Counting Book
    An alarming example to me: NASCAR
    The good ol boy network has fallen!

    A closer look at NASCAR


    Founded

    in 1948 by Bill France, Sr., its


    primary series, the Strictly Stock Division
    began on the dirt tracks in Charlotte, NC in
    1949. The famed Daytona International
    Speedway opened in 1959
    R.J. Reynolds Tobacco and France struck
    a deal that created NASCARs Winston
    Cup Series in 1971

    That was then this is NOW!


    NASCAR

    is a commercialized machine,
    from the cars, to the drivers, to the
    broadcasts to the Internet. All interactive
    rights are now owned by Time Warner
    The broadcast networks now televise
    NASCAR, and since thats the case
    Winston is GONE as the primary
    sponsor. it is now the Nextel Cup Series
    as of this year

    The Web Site


    www.nascar.com
    To the

    good ol boys,
    Time Warner,
    advertisers and
    broadcast giants must
    be the devil.

    This Is Our Future


    We cannot escape advertisers
    Businesses are joining with them for more profit
    Theyre in our books, our stadiums, on our buses,
    in public bathroom stalls, hospital rooms we
    are trapped, there is no way out

    AAAAAAAAAAAHHHHHHH!!!!!

    And If That Wasnt Bad Enough

    MEDIA HEGEMONY AND


    OLIGOPOLISTIC MARKETS
    So Few Own So Much

    Terms
    Vertical Integration
    n : absorption into a single firm of several firms
    involved in all aspects of a product's manufacture
    from raw materials to distribution
    Synergy
    n: The interaction of two or more agents or forces
    so that their combined effect is greater than the
    sum of their individual effects.
    Cooperative interaction among groups, especially
    among the acquired subsidiaries or merged parts
    of a corporation, that creates an enhanced
    combined effect.

    Terms
    Conglomerate
    n: A corporation made up of a number of
    different companies that operate in
    diversified fields.
    First and second tier media firms do these
    three things WELL.

    THE BIG SEVEN


    These are the first tier firms:
    Time Warner
    Viacom
    News Corporation
    Sony
    General Electric
    Bertelsmann
    Disney

    Cox Enterprises
    Cox

    is considered a second-tier media firm


    Profits range from $3-$10 billion annually
    They own
    Newspapers
    TV Stations and Channels (Partially)
    Other (AutoTrader.com)
    www.coxenterprises.com

    What these conglomerates do


    Acquire

    any and every thing that furthers


    their efforts to control media outlets
    Work with each other to keep third-tier and
    independent firms out UNLESS they can
    get a slice of the pie (they are the
    gatekeepers)
    Keep ideas stale; remain non-progressive
    (they give the people what they want, but
    then give too much of it)

    Why is this happening???

    Why is this happening???


    Teleological Theory
    The means justify the ends.
    Egoism
    the individual self is the motivating moral
    force and the end of moral action
    What ever happened to deontological
    theory???
    action will be guided by a set of moral
    principles or rules

    What can be done?


    Governmental Regulation?
    Advertisers claim they are protected by
    the First Amendment
    Laws against oligopoly?
    Consumers
    We have power, but too many people
    dont care

    SITE TO REMEMBER!
    Columbia Journalism Review
    www.cjr.org

    THE END

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