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Mass Communication Histroy

Steve Jones
Com143 Final
12/13/05

1.) There are quite a few pros and cons of advertising. This has to be one of the most ethical questioned topics in all of mass communication. Advertising helps in getting a product or service out that no other way could. There is an actual science in how to relate your ad or commercial to a certain demographic and it works. They tell why and how well the product or service is by making it seem that it would be the logical choice. On the other hand you have a bad side to advertising as well. The advertisers can sort of lie to you and make the product or service a lot better or more capable than what it really is. They can make it seem that this product is the only way to go. They will show celebrities endorsing their product and that's how they will persuade you. For example the Pro-Active commercial featuring Jessica Simpson, They made her seem like she had a bad acne problem and this was the only product that can fix that. The role of the advertising agency is to provide advertising and public relations services. They have to do market research in order to find out what to sell and to whom which. This includes demographics, psychographs, and values and life styles. They also have a creative development group for what we would do to sell it. They use ads as a commercial art form and they use writers and artist to achieve this. Then the agency has to have a media selection group for the radio, T.V. and billboards. The last thing they do is have an account service for working with clients on cost and return of ads, seeing increases in sales and show them the numbers.
2.) The relationship between credibility and ethics is that most journalists that are considered credible then that means they have ethics when they are reporting the stories that they choose. The audience believes the person based on the truth they are being told. They use the impact-decision making to grab the audience and suck them in so they will buy their...