though the company still controlled 35 percent of all magazines in the United States
(Hargreaves, 2005).
The Importance of Advertising
Advertising is a form of mass media and also a kind of media text (Figure 18.3). Adver-
tising can appear as phrases, pictures, songs, cartoons, or short films (“commercials”),
but its purpose is always the same: to convincing prospective consumers that they want
or need a product—soap, soda, sportscars—but also services (like monster.com for
job seekers) and other media (“Must See TV”). Occasionally advertisements merely
discuss the qualities of the product. But usually ads try to associate the product with
a desirable quality or activity (Fox, 1997; Marchand, 1986; Samuel, 2002). The fla-
vor of a soda is not nearly as important as the surge in popularity you experience
with just one sip. Who cares about the nutritional content or taste of the cereal pur-
veyed by the wizened old general store proprietor?
Advertising is an engine of media production; most media depend on advertis-
ing to survive and profit. Since most of these mass media forms themselves are free
(like TV) or cheap (like newspapers or magazines), ads pay for most of the cost of
production as well as the profits. As a rule, the more the medium depends on adver-
tising for its revenue, the more it will shy away from challenging preconceptions and
stereotypes (Pipher, 2000; Williamson, 1994). I have never seen an interracial couple
on any television commercial, though they are increasingly common in real life (see
Chapter 12, Family). Rarely, if ever, would you see a lesbian couple in an ad for
some household product. This is probably because advertisers fear that someone,
somewhere, might get offended and refuse to buy the product.
602 CHAPTER 18MASS MEDIA
Top ten advertising countries
Canada
United
States
Latin America Africa
Europe
Asia and
Pacific
ADVERTISING EXPENDITURE,
billion dollars
46
10
1
600
500
400
300
200
100
0
1950 1960 1970 1980 1990 2000 2005
ADVERTISING EXPENDITURE,
billion dollars
ADVERTISING EXPENDITURE
BY CATEGORY
9% Others
9% Pharmaceuticals
10% Electronics and
telecommunications
11% Entertainment and
media
18% Personal care
19% Food
24% Cars
Middle
East
World
United States
FIGURE 18.3 Advertising Expenditures Worldwide
Source:"Consumption Appeal" by Emmanuelle Bournay from Vital Waste Graphics2, 2006, which appears on the UNEP/GRID-Arenda,
http://maps.grida.no/go/graphic/consumption_appeal. Reprinted by permission.