Advertising in American Television

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Advertising in American Television

• The Bottom Line
• Is
• The Bottom Line

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Pre-Advertising Concepts
VERTICAL INTEGRATION IN MOTION PICTURES - The
Singular Ownership of 1. Production 2.
Distribution 3. Exhibition Declared illegal in
1948 - The Paramount Decision
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Pre-Advertising Concepts
VERTICAL INTEGRATION IN TELEVISION -
Production Companies/Studios Wholesalers -
Networks Syndicators Retailers - local,
over-the-air stations cable
systems Direct Broadcast Satellite Systems

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MEDIA TV STATIONOWNERSHIPTYPICAL LARGE
MEDIA CONGLOMERATETIME - WARNER
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THE NIELSEN SYSTEM
RATINGS The percentage of households with TV
sets tuned into a specific program. SHARE The
percentage of households with their TV sets ON
tuned into a specific program. APPRX OF
HOUSEHOLDS WITH TV One Hundred and Ten
Million Sample of Top Rated TV Shows for Week
ending Nov. 14
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TELEVISIONS TOP 5ADVERTISING CATEGORIES

• NETWORK
• SYNDICATION
• CABLE
• NATIONAL SPOT
• LOCAL

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EIGHT (8) PRIMARYCATEGORIES OF MEANINGS FOR
ADVERTISED PRODUCTS

• Luxury, leisure Conspicuous Consumption
• Individualism
• The Natural
• Folk Culture and Tradition
• Novelty and Progress
• Sexuality and Romance
• Alleviation of Pain, fear/anxiety Guilt
• Utopia and Escape From Dystopia

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PERSUASIVE DEVICE VARIATIONS
1. Metaphor 2. Utopian Style 3. Product
Differentiation Superiority 4. Repetition
Redundancy 5. Extraordinary Excessive
Style 6. Graphics Animation 7. Violating
Reality (FX) 8. Reflexivity Intertextuality
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A Series of "Man Law" Ads for Miller Lite on You
Tube