Research, thought pattern
The need of Advertising – Uses and Gratification Theory?
Graphic Design is not a single player. It is not a leading role, but a supportive one – backing up someone else’s ideology. It reflects the needs of the time.
Look at Ideology of communism vs capitalism.
- ->”Students who had grown up in the Soviet Union had tremendous trouble accurately detecting advertising and would confuse articles mentioning a product with “advertising”.
This leads me to think that when we grow up around advertising, some subtle distinctions become quite obvious to us. But when you don’t grow up within that culture, those distinctions are quite opaque.”
- A Vietnamese answered that there is a lot of advertising in spite of the fact that they are a communist republic. However, in the early times(70s, 80s) when Vietnal was strictly communist, obviously there was no advertising, because there was no need for it.
- Communists see advertising as promoting capitalism. When all is shared equally, advertising is not needed
- The only thing that’s advertised is communism a.k.a Propaganda !
During Soviet times advertising had an entirely different purpose than it would have today. For example, it shows the absurdity of Soviet planned economy that the commercials produced by a state-funded agency were sometimes prevented from even being screened. The primary purpose of advertising was not to encourage people to consume, it was not to market a product or service, but rather to inform and educate people and shape their views on society in general as opposed to finding a market for a particular product. Advertisements were targeted at a wider audience, not at a specific group of consumers.
Super,super beneficial material
Forms of government, political philosophies:
Before thinking about comparing, I have to be clear on what is what
- Democracy (power comes from the people,elections,vote, thrives on freedom)
“Democracy is sometimes said to be the best form of government. Namely because it derives its power from all of the people, and not just a small group. This is also part of the reason democracy is thought to be a safeguard against a revolution. “
– “Democracy is also remarkably inefficient and slow. When it comes to change, there must be votes on the matter, and the voting process can take quite some time. First, there is campaigning to consider, and public awareness initiatives to help keep voters apprised of the situation. “
- Dictatorship (majority, or all power is granted to 1 individual-people have no say,unable to make a change, thrives on oppression)
“…by giving all of the power to one person, the government can move quickly, and more like a machine. A dictator is a leader who possesses exceptional talent in the fields of organization, and administration, and is also able to act decisively and without fear of dissenting opinions. “
“All this decisive action without fear of retribution can (and does) lead to ruthlessness. Since there are no laws voted on by the people, all law making, and law enforcement must often become brutal and violent. Dissenters to the dictator are considered direct threats, and so dictators often make use of dubious prison sentences, intimidation and ultimately execution in order to prove their power over potential upstarts.
Censorship, propaganda and media blackouts are often cited as problematic issues in dictatorships, because it is important that the people living under the government not get too many ideas from sources that contradict their leader.
There is no freedom in a dictatorship, and that extends all the way down to basic freedoms like thought and speech. People can and do get into trouble for speaking out against the government.It goes without saying that there is no allowance for political diversity, and often no allowance for individual expression or creativity. This can lead to extremely unhappy people, and often, violent revolutions.
A political system in which the government has total control over the public and private lives and actions of that state’s citizens.
- Capitalism Origins
- System of government is democratic
- Property is privately owned
- Driven by free enterprise
- Wealth distributed unevenly
- Education and health care provided by private entities
- Freedom of the press Class distinctions: upper class, middle class and working class
- Focus is on the individual and his/her own progress in life
- Communism (extreme form of socialism)
- System of government is totalitarian
- Property is owned by the state
- No free enterprise is allowed
- Wealth distributed equally
- Education and health care provided by the state
- Press controlled and owned by the state
- Classless society: all members of society are considered to be equal
- Focus is on the progress of the community as a whole
Soviet Union was a communist dictatorship.
Advertising+Propaganda : Powerful media tools. Similar multimedia formats used to spread the message.
unlike advertising, propaganda does not try to encourage the sale of a product, service or idea. Similar to a sales campaign, propaganda is a visual presentation used to change public attitudes about a particular person or subject.
What I think about this is: Product-oriented advertising could be seen as Propaganda because it promotes capitalism and its ideology.
Would like to read more on that
Just leaving some links here:
Communist Advertising: Its Status and Functions, Carter R. Bryan, Associate Professor of Journalism
Next areas of research:
- Read “ADVERTISING HISTORY: ACCORDING TO THE NOTEBOOKS” in detail
- Edward Bernays, originator of modern public relations, nephew of Sigmund Freud, and his book “Propaganda”;
- public relations.