Sociology Now, Census Update

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.