Consumers are quite aware that advertising is propaganda, and compensate for
that fact when assimilating its messages -- just as they compensate for the
perceived biases of the media to which they attend. The great socioeconomic
transformations of recent years -- the acceptance of Japanese cars, the advent
of the personal computer, the rise of VCRs -- were accomplished with little
advertising support. "Time and time again," James Norris wrote, nearly half a
century after Borden, "advertising has proven powerless to instigate, to sustain
or to reverse trends in public opinion or fashions of consumption."
No comments:
Post a Comment