iif_kgpm_Dictionary_of_Media

advertiseradvertiser manufacturer, servicecompany, retailer, or supplier thatadvertises its product(s) or service(s)advertising public announcement,promotion, support, or endorsementof a product, a service, a business,a person, an event, etc., in order toattract or increase interest. A posterfound in Thebes, dated to 1000 b.c.e.,which offered gold for the capture ofa runaway slave, reveals that advertisinghas been practiced since antiquity.In both the ancient and medievalworlds, advertising was also carriedout by town criers—people who readadvertising materials to the public—since many people were illiterate. Inthe seventeenth century, the LondonGazette became the first newspaperto set aside a section for purposes ofadvertising. Book publishers, seedcompanies, railroads, and steamshiplines were among the early usersof nationwide advertising. Today,advertising has morphed into adominant form of social discourseinfluencing lifestyle, worldview,economic systems, politics, andeven traditional values, since it isdesigned to suggest how people canbest satisfy their needs and reachtheir goals.advertising agency [abbreviated asad agency] company that creates advertisingcampaigns for products.The first modern agency was foundedin 1841 by Philadelphia entrepreneurVolney B. Palmer. A few years later,Palmer opened offices in major EastCoast cities (New York, Boston,and Baltimore). In the first decadeof the twentieth century advertisingagencies began to hire psychologiststo help create campaigns designedto increase the desire to buy goodsthrough persuasion techniques.American psychologist John B.Watson, for instance, was hired bythe J. Walter Thompson Agency.Today the ad agency business hasdeveloped into an enterprise so hugethat, for some critics, it has cometo symbolize the style of Americancapitalism—a style based on hypeand evangelical fervor.advertising boycott boycott organizedagainst companies so as topersuade them to abandon an advertisingcampaign for a specific socialor political reasonadvertising brief list of objectivesand instructions issued by a companyto an advertising agency forthe design of an advertisingcampaignadvertising campaign [abbreviatedas ad campaign] series of advertisementsconstructed around the sametheme or using the same style, whichtogether attempt to make the identicalpitch for a product in a specificway. For example, the McDonald’s“I’m lovin’ it!” campaign directedits message to a young audience; theDeBeer’s “Diamonds are Forever”campaign used images of elegance,romanticism, and the like to pitch itsmessage about the beauty and classicelegance of the company’s diamonds.12