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More advanced mobile ads include banner ads, coupons, [[Multimedia Messaging Service]] picture and video messages, advergames and various engagement marketing campaigns. A particular feature driving mobile ads is the [[Barcode#2D barcodes|2D Barcode]], which replaces the need to do any typing of web addresses, and uses the camera feature of modern phones to gain immediate access to web content. 83 percent of Japanese mobile phone users already are active users of 2D barcodes.
A new form of advertising that is growing rapidly is [[social network advertising]]. It is online advertising with a focus on social networking sites. This is a relatively immature market, but it has shown a lot of promise as advertisers are able to take advantage of the demographic information the user has provided to the social networking site. Friendertising is a more precise advertising term in which people are able to direct advertisements toward others directly using [[social network service]].
From time to time, [[The CW Television Network]] airs short programming breaks called "Content Wraps," to advertise one company's product during an entire commercial break. The CW pioneered "content wraps" and some products featured were [[Herbal Essences]], [[Crest (toothpaste)|Crest]], [[Guitar Hero II]], [[CoverGirl]], and recently [[Toyota]].
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“’’’Ad Creep’’’: …There are ads in schools, airport lounges, doctors offices, movie theaters, hospitals, gas stations, elevators, convenience stores, on the Internet, on fruit, on ATM's, on garbage cans and countless other places. There are ads on beach sand and restroom walls.”<ref> http://www.commercialalert.org/issues/culture/ad-creep</ref> “One of the ironies of advertising in our times is that as commercialism increases, it makes it that much more difficult for any particular advertiser to succeed, hence pushing the advertiser to even greater efforts.” <ref>McChesney, Robert W. “The Political Economy of Media: Enduring Issues, Emerging Dilemmas”. Monthly Review Press, New York, (May 1, 2008), p. 266, ISBN-13: 978-158367161-0</ref> Within a decade advertising in radios climbed to nearly 18 or 19 minutes per hour; on prime-time television the standard until 1982 was no more than 9.5 minutes of advertising per hour, today it’s between 14 and 17 minutes. With the introduction of the shorter 15-second-spot the total amount of ads increased even more dramatically. Ads are not only placed in breaks but e. g. also into baseball telecasts during the game itself. They flood the internet, a market growing in leaps and bounds.
Other growing markets are ‘’[[product placement]]s’’ in entertainment programming and in movies where it has become standard practice and ‘’virtual advertising’’ where products get placed retroactively into rerun shows. Product billboards are virtually inserted into Major League Baseball broadcasts and in the same manner, virtual street banners or logos are projected on an entry canopy or sidewalks, for example during the arrival of celebrities at the 2001 [[Grammy Awards]]. Advertising precedes the showing of films at cinemas including lavish ‘film shorts’ produced by companies such as Microsoft or DaimlerChrysler. “The largest advertising agencies have begun working aggressively to co-produce programming in conjunction with the largest media firms” <ref>McChesney, Robert W. “The Political Economy of Media: Enduring Issues, Emerging Dilemmas”. Monthly Review Press, New York, (May 1, 2008), p. 272, ISBN-13: 978-158367161-0</ref>
Opponents equate the growing amount of advertising with a “tidal wave” and restrictions with “damming” the flood. [[Kalle Lasn]], one of the most outspoken critics of advertising on the international stage, considers advertising “the most prevalent and toxic of the mental pollutants. From the moment your radio alarm sounds in the morning to the wee hours of late-night TV microjolts of commercial pollution flood into your brain at the rate of around 3,000 marketing messages per day. Every day an estimated twelve billion display ads, 3 million radio commercials and more than 200,000 television commercials are dumped into North America’s collective unconscious”. <ref>Lasn, Kalle in: Culture Jam: The Uncooling of America, William Morrow & Company; 1st edition (November 1999),ISBN-10: 0688156568, ISBN-13: 978-0688156565 </ref> In the course of his life the average American watches three years of advertising on television. <ref>Kilbourne, Jean: Can't Buy My Love: How Advertising Changes the Way We Think and Feel, Touchstone, 2000, ISBN-13: 978-0684866000</ref>
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It’s standard business management knowledge that advertising is a pillar, if not “the” pillar of the growth-orientated free capitalist economy. “Advertising is part of the bone marrow of corporate capitalism.” <ref>McChesney, Robert W. “The Political Economy of Media: Enduring Issues, Emerging Dilemmas”. Monthly Review Press, New York, (May 1, 2008), p. 265, ISBN-13: 978-158367161-0</ref> “Contemporary capitalism could not function and global production networks could not exist as they do without advertising.”<ref>http://joeg.oxfordjournals.org/cgi/content/full/8/3/421</ref>
For communication scientist and media economist Manfred Knoche at the University of Salzburg, Austria, advertising isn’t just simply a ‘necessary evil’ but a ‘necessary elixir of life’ for the media business, the economy and capitalism as a whole. Advertising and mass media economic interests create ideology. Knoche describes advertising for products and brands as ‘the producer’s weapons in the competition for customers’ and trade advertising, e. g. by the automotive industry, as a means to collectively represent their interests against other groups, such as the train companies. In his view editorial articles and programmes in the media, promoting consumption in general, provide a ‘cost free’ service to producers and sponsoring for a ‘much used means of payment’ in advertising.
[[Christopher Lasch]] argues that advertising leads to an overall increase in [[consumption]] in society; "Advertising serves not so much to advertise products as to promote [[Consumerism|consumption as a way of life]]."<ref>Lasch, Christopher. The Culture of Narcissism: American Life in an Age of Diminishing Expectations, Norton, New York, ISBN 978-0393307382 </ref>
=== Advertising and constitutional rights ===
Advertising is equated with constitutionally guaranteed freedom of opinion and speech. <ref> http://www.csupomona.edu/~jkirkpatrick/Papers/EthicsAdvtTaxation.pdf</ref>
An example for this debate is advertising for tobacco or alcohol but also advertising by mail or fliers (clogged mail boxes), advertising on the phone, in the internet and advertising for children. Various legal restrictions concerning spamming, advertising on mobile phones, addressing children, tobacco, alcohol have been introduced by the US, the EU and various other countries.
Not only the business community resists restrictions of advertising. Advertising as a means of free expression has firmly established itself in western society. Surveys e. g. reveal that advertising is generally seen as a welcome information and seldom as a nuisance. At worst it is seen as a necessary evil to be endured and most often its entertaining value is pointed out. Hardly any by-law restricting advertising fails to appease possible critics by pointing out the positive effects and the necessity of advertising in its foreword.
McChesney argues, that the government deserves constant vigilance when it comes to such regulations, but that it is certainly not “the only antidemocratic force in our society. …corporations and the wealthy enjoy a power every bit as immense as that enjoyed by the lords and royalty of feudal times” and “markets are not value-free or neutral; they not only tend to work to the advantage of those with the most money, but they also by their very nature emphasize profit over all else….Hence, today the debate is over whether advertising or food labelling, or campaign contributions are speech….if the rights to be protected by the First Amendment can only be effectively employed by a fraction of the citizenry, and their exercise of these rights gives them undue political power and undermines the ability of the balance of the citizenry to exercise the same rights and/or constitutional rights, then it is not necessarily legitimately protected by the First Amendment.” In addition, “those with the capacity to engage in free press are in a position to determine who can speak to the great mass of citizens and who cannot”. <ref> McChesney, Robert W. “The Political Economy of Media: Enduring Issues, Emerging Dilemmas”. Monthly Review Press, New York, (May 1, 2008), p. 252, 249, 254, 256, ISBN-13: 978-158367161-0</ref>
Critics in turn argue, that advertising invades privacy which is a constitutional right. For, on the one hand, advertising physically invades privacy, on the other, it increasingly uses relevant, information-based communication with private data assembled without
For Georg Franck at Vienna University of Technology advertising is part of what he calls “mental capitalism” <ref> Franck, Georg: ''Ökonomie der Aufmerksamkeit. Ein Entwurf.'' (Economy of Attention), 1. Edition. Carl Hanser, March 1998, ISBN 3-446-19348-0, ISBN 978-3-446-19348-2.</ref> <ref>Lecture held at Philosophicum Lech (Austria) 2002, published in Konrad Paul Liessmann (Hrg.), Die Kanäle der Macht. Herrschaft und Freiheit im Medienzeitalter, Philosophicum Lech Vol. 6, Vienna: Zsolnay, 2003, p. 36-60; preprint in Merkur No. 645, January 2003, S. 1-15</ref>, taking up a term (mental) which has been used by groups concerned with the mental environment, such as [[Adbusters]]. Franck blends the “Economy of Attention” with Christopher Lasch’s [[The Culture of Narcissism I culture of narcissm]] into the mental capitalism <ref>Lasch, Christopher: ''Das Zeitalter des Narzissmus.'' (The Culture of Narcissism), 1. Edition. Hoffmann und Campe, Hamburg 1995.</ref>: In his essay „Advertising at the Edge of the Apocalypse“, [[Sut Jhally]] writes: “20. century advertising is the most powerful and sustained system of propaganda in human history and its cumulative cultural effects, unless quickly checked, will be responsible for destroying the world as we know it. <ref> http://www.sutjhally.com/articles/advertisingattheed/</ref>
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=== Influencing and conditioning ===
[[ගොනුව:McDonald's advertising, Via Propaganda - Rome.jpg|right|thumb|250px|Advertising for McDonald's on the Via di Propaganda, Rome, Italy]]
The most important element of advertising is not information but suggestion more or less making use of associations, emotions ([[appeal to emotion]]) and drives dormant in the sub-conscience of people, such as sex drive, herd instinct, of desires, such as happiness, health, fitness, appearance, self-esteem, reputation, belonging, social status, identity, adventure, distraction, reward, of fears ([[appeal to fear]]), such as illness, weaknesses, loneliness, need, uncertainty, security or of prejudices, learned opinions and comforts. “All human needs, relationships, and fears – the deepest recesses of the human psyche – become mere means for the expansion of the commodity universe under the force of modern marketing. With the rise to prominence of
Advertising exploits the model role of celebrities or popular figures and makes deliberate use of humour as well as of associations with colour, tunes, certain names and terms. Altogether, these are factors of how one perceives himself and one’s self-worth. In his description of ‘mental capitalism’ Franck says, “the promise of consumption making someone irresistible is the ideal way of objects and symbols into a person’s subjective experience. Evidently, in a society in which revenue of attention moves to the fore, consumption is drawn by one’s self-esteem. As a result, consumption becomes ‘work’ on a person’s attraction. From the subjective point of view, this ‘work’ opens fields of unexpected dimensions for advertising. Advertising takes on the role of a life councillor in matters of attraction. (…) The cult around one’s own attraction is what Christopher Lasch described as ‘Culture of Narcissism’.” <ref>Lasch, Christopher: ''Das Zeitalter des Narzissmus.'' (The Culture of Narcissism), 1. Edition. Hoffmann und Campe, Hamburg 1995.</ref> <ref>Lecture held at Philosophicum Lech (Austria) 2002, published in Konrad Paul Liessmann (Hrg.), Die Kanäle der Macht. Herrschaft und Freiheit im Medienzeitalter, Philosophicum Lech Vol. 6, Vienna: Zsolnay, 2003, p. 36-60; preprint in Merkur No. 645, January 2003, S. 1-15</ref>
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=== Dependency of the media and [[corporate censorship]] ===
Almost all mass media are advertising media and many of them are exclusively advertising media and, with the exception of [[public service broadcasting]] are privately owned. Their income is predominantly generated through advertising; in the case of newspapers and magazines from 50 to 80%.
In addition, the private media are increasingly subject to mergers and concentration with property situations often becoming entangled and opaque. This development, which Henry A. Giroux calls an “ongoing threat to democratic culture”, <ref>Giroux, Henry A., McMaster University, Hamilton, Canada, in the foreword for: The Spectacle of Accumulation by Sut Jhally, http://www.sutjhally.com/biography</ref> by itself should suffice to sound all alarms in a democracy. Five or six advertising agencies dominate this 400 billion U.S. dollar global industry.
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The movie system, at one time outside the direct influence of the broader marketing system, is now fully integrated into it through the strategies of licensing, tie-ins and product placements. The prime function of many Hollywood films today is to aid in the selling of the immense collection of commodities. <ref>Jhally, Sut. Advertising at the edge of the apocalypse: http://www.sutjhally.com/articles/advertisingattheed/</ref>
The press called the 2002 Bond film ‘Die Another Day’ featuring 24 major promotional partners an ‘ad-venture’ and noted that [[James Bond]] “now has been ‘licensed to sell’” As it has become standard practise to place products in motion pictures, it “has self-evident implications for what types of films will attract product placements and what types of films will therefore be more likely to get made”. <ref>McChesney, Robert W. “The Political Economy of Media: Enduring Issues, Emerging Dilemmas”. Monthly Review Press, New York, (May 1, 2008), pp. 269,270, ISBN-13: 978-158367161-0</ref>
Advertising and information are increasingly hard to distinguish from each other. “The borders between advertising and media …. become more and more blurred…. What August Fischer, chairman of the board of [[Axel Springer]] publishing company considers to be a ‘proven partnership between the media and advertising business’ critics regard as nothing but the infiltration of journalistic duties and freedoms”. According to [[RTL]]-executive Helmut Thoma “private stations shall not and cannot serve any mission but only the goal of the company which is the ‘acceptance by the advertising business and the viewer’. The setting of priorities in this order actually says everything about the ‘design of the programmes’ by private television.” <ref> http://viadrina.euv-ffo.de/~sk/SS99/werbung99/medien.html</ref>
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"The gargoyle’s mouth is a loudspeaker, powered by the vested interest of a two-billion dollar industry, and back of that the vested interests of business as a whole, of industry, of finance. It is never silent, it drowns out all other voices, and it suffers no rebuke, for it is not the voice of America? That is its claim and to some extent it is a just claim...”<ref> Rorty, James: “Our Master's Voice: Advertising” Ayer Co Pub, 1976, ISBN 10: 0405080441 / 0-405-08044-1, ISBN 13: 9780405080449</ref>
It has taught us how to live, what to be afraid of, what to be proud of, how to be beautiful, how to be loved, how to be envied, how to be successful..
=== The commercialisation of culture and sports ===
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Every visually perceptible place has potential for advertising. Especially urban areas with their structures but also landscapes in sight of through fares are more and more turning into media for advertisements. Signs, posters, billboards, flags have become decisive factors in the urban appearance and their numbers are still on the increase. “Outdoor advertising has become unavoidable. Traditional billboards and transit shelters have cleared the way for more pervasive methods such as wrapped vehicles, sides of buildings, electronic signs, kiosks, taxis, posters, sides of buses, and more. Digital technologies are used on buildings to sport ‘urban wall displays’. In urban areas commercial content is placed in our sight and into our consciousness every moment we are in public space. The German Newspaper ‘Zeit’ called it a new kind of ‘dictatorship that one cannot escape’. <ref>http://www.zeit.de/2008/47/Vermuellung</ref>
Over time, this domination of the surroundings has become the “natural” state. Through long-term commercial saturation, it has become implicitly understood by the public that advertising has the right to own, occupy and control every inch of available space. The steady normalization of invasive advertising dulls the public’s perception of their surroundings, re-enforcing a general attitude of powerlessness toward creativity and change, thus a cycle develops enabling advertisers to slowly and consistently increase the saturation of advertising with little or no public outcry.”<ref> http://antiadvertisingagency.com/our-mission</ref>
The massive optical orientation toward advertising changes the function of public spaces which are utilised by brands. Urban landmarks are turned into trademarks. The highest pressure is exerted on renown and highly frequented public spaces which are also important for the identity of a city (e. g. [[Piccadilly Circus]], [[Times Square]], [[Alexanderplatz]]).
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=== Socio-cultural aspects, [[sexism]], [[discrimination]] and stereotyping ===
“Advertising has an “agenda setting function” which is the ability, with huge sums of money, to put consumption as the only item on the agenda. In the battle for a share of the public conscience this amounts to non-treatment (ignorance) of whatever is not commercial and whatever
Advertising critics see advertising as the leading light in our culture. Sut Jhally and James Twitchell go beyond considering advertising as kind of religion and that advertising even replaces religion as a key institution. <ref>Stay Free Nr. 16, On Advertising, Summer 1999</ref>
"Corporate advertising (or is it commercial media?) is the largest single psychological project ever undertaken by the human race. Yet for all of that, its impact on us remains unknown and largely ignored. When I think of the media’s influence over years, over decades, I think of those brainwashing experiments conducted by Dr. Ewen Cameron in a Montreal psychiatric hospital in the 1950s (see [[MKULTRA]]). The idea of the CIA-sponsored "depatterning" experiments was to outfit conscious, unconscious or semiconscious subjects with headphones, and flood their brains with thousands of repetitive "driving" messages that would alter their behaviour over time….Advertising aims to do the same thing." <ref>Lasn, Kalle in: Culture Jam: The Uncooling of America, William Morrow & Company; 1st edition (November 1999),ISBN-10: 0688156568, ISBN-13: 978-0688156565</ref>
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The children’s market, where resistance to advertising is weakest, is the “pioneer for ad creep”. <ref>McChesney, Robert W. “The Political Economy of Media: Enduring Issues, Emerging Dilemmas”. Monthly Review Press, New York, (May 1, 2008), p. 269, ISBN-13: 978-158367161-0</ref>
“Kids are among the most sophisticated observers of ads. They can sing the jingles and identify the logos, and they often have strong feelings about products. What they generally don't understand, however, are the issues that underlie how advertising works. Mass media are used not only to sell goods but also ideas: how we should behave, what rules are important, who we should respect and what we should value.” <ref> http://www.mediachannel.org</ref>
Youth is increasingly reduced to the role of a consumer. Not only the makers of toys, sweets, ice cream, breakfast food and sport articles prefer to aim their promotion at children and adolescents. Advertising for other products preferably uses media with which they can also reach the next generation of consumers. <ref>Eicke Ulrich u. Wolfram
“[[Product placement]]s show up everywhere, and children aren't exempt. Far from it. The animated film, Foodfight, had ‘thousands of products and character icons from the familiar (items) in a grocery store.’ Children's books also feature branded items and characters, and millions of them have snack foods as lead characters.“ <ref>McChesney, Robert W. “The Political Economy of Media: Enduring Issues, Emerging Dilemmas”. Monthly Review Press (May 1, 2008), ISBN-13: 978-1583671610</ref> Business is interested in children and adolescents because of their buying power and because of their influence on the shopping habits of their parents. As they are easier to influence they are especially targeted by the advertising business.
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* Italy: Municipal tax on acoustic and visual kinds of advertisements within the municipality (imposta communale sulla publicità) and municipal tax on signs, posters and other kinds of advertisements (diritti sulle pubbliche offisioni), the tariffs of which are under the jurisdiction of the municipalities
* Netherlands: Advertising tax (reclamebelastingen) with varying tariffs on certain advertising measures (excluding ads in newspapers and magazines) which can be levied by municipalities depending on the kind of advertising (billboards, neon signs etc.)
* Austria:
* Sweden: Advertising tax (reklamskatt) on ads and other kinds of advertising (billboards, film, television, advertising at fairs and exhibitions, flyers) in the range of 4% for ads in newspapers and 11% in all other cases. In the case of flyers the tariffs are based on the production costs, else on the fee
* Spain: Municipalities can tax advertising measures in their territory with a rather unimportant taxes and fees of various kinds.
In his book “When Corporations Rule the World” U.S. author and globalization critic
== Regulation ==
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* McChesney, Robert W. “The Political Economy of Media: Enduring Issues, Emerging Dilemmas”. Monthly Review Press, New York, (May 1, 2008), ISBN-13: 978-1583671610
* Mularz, Stephen. The negative effects of advertising. http://www.mularzart.com/writings/THE%20NEGATIVE%20EFFECTS%20OF%20ADVERTISING.pdf
* Prothers, Lisa (1998) "Culture Jamming: An Interview with Pedro Carvajal" in Bad Subjects: Political Education for Everyday Life. Retrieved: http://www.eserver.org/bs/37/prothers.htm (1/08/2002).
* Quart, Alissa: ''Branded. Wie wir gekauft und verkauft werden.'' Riemann, März 2003, ISBN 978-3-570-50029-3.
* Richter, Hans-Jürgen (1977). Einführung in das Image-Marketing. Feldtheoretische Forschung. Stuttgart: Kohlhammer (Urban TB).
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