73 lines
5.2 KiB
Markdown
73 lines
5.2 KiB
Markdown
---
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title: "Advertising"
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chunk: 10/10
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source: "https://en.wikipedia.org/wiki/Advertising"
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category: "reference"
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tags: "science, encyclopedia"
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date_saved: "2026-05-05T15:17:24.147481+00:00"
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instance: "kb-cron"
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---
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== Gender interpretation and portrayal ==
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According to a 1977 study by David Statt, females process information comprehensively, while males process information through heuristic devices such as procedures, methods or strategies for solving problems, which could effect how they interpret advertising. Men prefer to have cues to interpret the message, whereas females engage in more creative, associative and imagery-laced interpretation. Later research found that advertising attempts to persuade men to improve their appearance or performance, whereas its approach to women aims at transformation towards an impossible ideal of female presentation.
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Paul Suggett's article "The Objectification of Women in Advertising" discusses the negative impact of portraying unrealistic ideals of female beauty in advertisements on women, as well as men. Studies show that these expectations on women and young girls can negatively affect their views about their bodies and appearance, although others disagree with these findings. There are some companies like Dove that are creating commercials to portray more natural women and all forms of beauty, via their Campaign for Real Beauty.
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Research by Martin in 2003 revealed that males and females react differently to advertising depending on their mood at the time of ad exposure and the tone of the advertising. When feeling sad, males prefer happy ads to boost their mood. In contrast, females prefer happy ads when they are feeling happy. Susan Wojcicki, author of the article "Ads that Empower Women don't just Break Stereotypes—They're also Effective" discusses how advertising to women has changed since the first Barbie commercial, where a little girl tells the doll that, she wants to be just like her.
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== "Fathers" of advertising ==
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Late 1700s – Benjamin Franklin (1706–1790) – "father of advertising in America"
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Late 1800s – Thomas J. Barratt (1841–1914) of London – called "the father of modern advertising" by T.F.G. Coates
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Early 1900s – J. Henry ("Slogan") Smythe Jr of Philadelphia – "world's best known slogan writer"
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Early 1900s – Albert Lasker (1880–1952) – the "father of modern advertising"; defined advertising as "salesmanship in print, driven by a reason why"
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=== Influential thinkers in advertising theory and practice ===
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== See also ==
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Advertisements in schools – Societal debatePages displaying short descriptions of redirect targets
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Advertorial – Advertisement disguised as editorial
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Ambush marketing – Type of marketing strategy
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Annoyance factor – Aspect of advertising
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Bibliography of advertising
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Branded content – Entertainment product funded by an advertiser
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Commercial speech – Speech on behalf of a business
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Comparative advertising – Type of advertising
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Conquesting – Display of an ad near content about a competitor]
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Copywriting – Writing text for the purpose of advertising or marketing
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Demo mode – Consumer electronic feature
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Direct-to-consumer advertising – Promotion of medical products directly to consumers
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False advertising – Misleading content in advertisements
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Family in advertising – Advertising trope
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Graphic design – Interdisciplinary branch of design and fine arts
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Gross rating point – Marketing measurement metric
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Guerrilla marketing – Unconventional advertising strategy
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History of Advertising Trust – British advertising archive and charity
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Informative advertising – Advertising carried out in a factual manner
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Integrated marketing communications – Marketing channels and tools used togetherPages displaying short descriptions of redirect targets
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List of advertising awards
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Local advertising
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Market overhang
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Media planning – Selection of media platforms for a marketing campaign
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Meta-advertising
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Mobile marketing – Multi-channel online marketing technique
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Performance-based advertising – Advertising model
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Promotional mix – Blend of promotional variables for marketing purposes
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Senior media creative – Designation in various creative industriesPages displaying short descriptions of redirect targets
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Shock advertising – Advertising method
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Surrogate advertising – Method of indirect advertising
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Viral marketing – Marketing strategy that uses existing social networks to promote a product
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World Federation of Advertisers – Global trade association for advertisers
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== References ==
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Notes
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== Further reading ==
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== External links ==
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Hartman Center for Sales, Advertising & Marketing History at Duke University Archived January 6, 2014, at the Wayback Machine
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Duke University Libraries Digital Collections:
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Ad*Access, over 7,000 U.S. and Canadian advertisements, dated 1911–1955, includes World War II propaganda.
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Emergence of Advertising in America, 9,000 advertising items and publications dating from 1850 to 1940, illustrating the rise of consumer culture and the birth of a professionalized advertising industry in the United States.
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AdViews, vintage television commercials
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ROAD 2.0, 30,000 outdoor advertising images
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Medicine & Madison Avenue, documents advertising of medical and pharmaceutical products |