Advertising and the mass media: transnational link between production and consumption

Janus, Noreene

doi:10.1177/016344378100300103

Cited by 18 publications

(6 citation statements)

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“…Some argue that both advertisers and people seeking information and interpreting the advertisements together create this meaning, and thus the production of advertisements is a joint effort [ 47 ]. However, in the context of a developing country, it is mostly a one-way transmission of cultural values from advertisers and companies, many of which are multinational [ 48 ] promoting consumerism at the expense of traditional culture and health [ 49 , 50 ].…”

Section: Resultsmentioning

confidence: 99%

An interpretive study of food, snack and beverage advertisements in rural and urban El Salvador

2015

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BackgroundGlobalization and increased marketing of non-nutritious foods and beverages are driving a nutrition transition in developing countries, adversely affecting the health of vulnerable populations. This is a visual interpretive study of food, snack, and beverage advertisements (ads) in rural and urban El Salvador to discern the strategies and messages used to promote consumption of highly processed, commercialized products.MethodsDigital photographs of billboard and wall advertisements recorded a convenience sample of 100 advertisements, including 53 from rural areas and 47 from urban areas in El Salvador. Advertisements were coded for location, type of product, visual details, placement and context. Qualitative methods were used to identify common themes used to appeal to consumers.ResultsAdvertisements depicted “modern” fast foods, processed snacks and sugary beverages. Overall, the most prominent themes were: Cheap Price, Fast, Large Size, and Modern. Other themes used frequently in combination with these were Refreshment, Sports/Nationalism, Sex and Gender Roles, Fun/Happy Feelings, Family, Friendship and Community, and Health. In rural areas, beverage and snack food ads with the themes of cheap price, fast, and large size tended to predominate; in urban areas, ads for fast food restaurants and the theme of modernity tended to be more prominent.ConclusionsThe advertisements represented a pervasive bombardment of the public with both explicit and subliminal messages to increase consumerism and shift dietary patterns to processed foods and beverages that are low in micronutrients and high in carbohydrates, sugar, fat and salt—dietary changes that are increasing rates of child and adult diseases including tooth decay, obesity, cardiovascular disease and cancer. Global food and beverage industries must be held accountable for the adverse public health effects of their products, especially in low-middle income countries where there are fewer resources to prevent and treat the health consequences. In addition, public health and governmental authorities should learn from the advertising strategies to promote social marketing of public health messages, and enact and enforce regulations to limit the advertisement and sale of unhealthy products, particularly for children in and around schools. This will create healthier social norms and environments for the entire population.Electronic supplementary materialThe online version of this article (doi:10.1186/s12889-015-1836-9) contains supplementary material, which is available to authorized users.

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Section: Resultsmentioning

confidence: 99%

An interpretive study of food, snack and beverage advertisements in rural and urban El Salvador

2015

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“…the control of information on a global scale (Hamelink, 1983;Mattelart, 1979Mattelart, , 1983Schiller, 1981); (b) the result of the one-way flow of media products from advanced capitalist countries to developing countries (Beltran & de Cardona, 1979;Varis, 1974Varis, , 1984; and (c) the transfer of Western media institutions and capitalist ideology (commercialism, for example) to the Third World (Dorfman & Mattelart, 1975;Golding, 1977;Janus, 1981;Janus & Roncagliolo, 1979). Whereas modernization theorists viewed the diffusion of Western culture as beneficial to both sender and receiver countries, scholars of cultural dependency regarded the disparity in the flow of cultural products as a sign of cultural invasion of one country by another.…”

Section: Dependency Theory and Cultural Imperialismmentioning

confidence: 99%

A Gramscian Approach to Interpreting International Communication

Hong-Won

1998

Journal of Communication

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opment and dependency and the reductionist explanation of cultural practices in terms of economic conditions.There has been no clear-cut agreement in interpreting the term international communication. 1 The term has been used to mean every aspect of communication involved in the flow of cultural products across national boundaries-from direct satellite broadcasting to individual "reading" of cultural commodities from other countries. One dominant theoretical element in defining international communication has been the transmission or transfer of media products (or the media system itself) across national borders. Following this definitional guide, the largest portion of international communication occurs among First World nations. Media product exchanges among First World nations, however, have not been studied, perhaps because of the lack of comparative advantages in the early stage of international communication studies. Instead, the main theoretical development in international communication research has evolved from communication between First World and Third World nations. This is due mainly to the comparative advantages of studying developmental process (in development communication studies) and the ideological significance of cultural domination on a global scale (in cultural imperialism studies). This has led to neglect of theoretical applications to communication within First World nations. This critical gap in international communication research might be encompassed in a Gramscian framework that allows us to study communication within and between First World and Third World nations.Another major problem with international communication research has been economic reductionism in most studies of development communication and cultural imperialism. The overemphasis on economic analysis of development or dependency has been guided by the implicit, if not explicit, assumption of direct transformation of economic factors into culture. The perspective offered by hegemony helps to overcome this flaw. From this perspective, the media provide a shifting terrain of consensus and negotiation, rather than a fixed entity directly formed by economic structure. Hegemony thus opens a way to capture the complexities of cultural practices in the contemporary world capitalist system. Important also for this purpose is the cultural studies' emphasis on the effectivity of cultural practices and the view of mass communication as a site for ideological and cultural struggle. Trends in Postwar International Communication ResearchPostwar international communication research has gone through three stages: (a) modernization, (b) dependency, and (c) postdependency. The surge of interest in 1 Lazarsfeld (1952-1953) used the term international communication to refer to communication research in international settings to expand comparative research possibilities when U.S. communication research reached its limits in the early 1950s. Maletzke (1976) provided a more effective definition by distinguishing intercultural communication, th...

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“…4. The experiences of multinational advertising companies in, for instance, Southeast Asia (e.g., Anderson, 1984;Frith & Frith, 1989;Kim & Frith, 1993) and Latin America (e.g., Janus, 1980Janus, , 1981aJanus, & 1981bFejes, 1980;Mattelart, 1979: 6. According to Yu (1994), the number of newspapers in China has increased rapidly since 1990.…”

Section: Consumption For Modernitymentioning

confidence: 99%

The siren songs of consumption: An analysis of foreign advertisements in two mainland Chinese newspapers, 1985-1993

Wang

1996

Gazette (Leiden, Netherlands)

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This paper examines the content and form of foreign advertisements in two prominent Chinese daily newspapers from 1985 to 1993. 1 The study indicates that the quantity of foreign advertising in the Chinese newspapers remained constant during the period under study. With pleasure-seeking and consumption for modernity as their recurring themes, the foreign advertisements mainly focused on advertising consumer goods and employed more attention-getting tactics than Chinese domestic advertisements. This study argues that the rise of consumer culture in China, which involved foreign advertising, signaled the historical reversal of the hyper-politicization of communist ideology during the pre-economic reform era, and that the presence of foreign advertising in China epitomized an increasing influx of Western cultural products in that country.

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Advertising and the mass media: transnational link between production and consumption

Cited by 18 publications

References 2 publications

An interpretive study of food, snack and beverage advertisements in rural and urban El Salvador

An interpretive study of food, snack and beverage advertisements in rural and urban El Salvador

A Gramscian Approach to Interpreting International Communication

The siren songs of consumption: An analysis of foreign advertisements in two mainland Chinese newspapers, 1985-1993

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