FAMST 101D Study Guide - Quiz Guide: Product Placement
Document Summary
Marchand argues that the following techniques were essential to the development of early commercial radio. Companies would advertise through commercial sponsorship (opposed to direct advertising) to not anger the public. Result of advertisers looking for a more personal approach - getting consumer attention and trust. Testimonials done by public figures, movie stars, musicians, athletes - people who consumers admire and care to listen to. "advertising that attacks or makes comparisons with another brand or product" Pretty immature, not very appealing to audiences because it"s unprofessional. "superadvertising" = bad taste, exaggerations, untruths, scare campaigns. Psychological leverage: playing off of/into anxieties people had, saying the product will cure them. Commercials presented in non-commercial format (short stories, skits, etc. ) Seamlessly and subtly being engrained into existing radio programming. "a short mini-drama distinct from the program content providing a sales message under the guise of entertainment" A little bit more evident a form of advertising because it"s not blended with programming, just sugarcoated.
