Social Sciences, asked by sayemazamsam9554, 11 months ago

Advertising and cultural transformation in america

Answers

Answered by SamikBiswa1911
2

Explanation:

THE CULTURAL AND SOCIAL IMPACT

OF ADVERTISING ON

AMERICAN SOCIETY

Commissioner Jones addresses herself to the effect of what she describes

as television's "too much and too narrow and too simple a value system"

and its impact on the national culture and values. She questions the impact

of this cultural spillover on the many diverse life styles not reflected. Commissioner Jones then questions the appropriateness and adequacy of present

regulatory patterns both public and private to deal with the social problems

raised by the cultural and value content of advertising. Having recognized

the difficulty of policing values and cultural overtones, Commissioner Jones

proposes several means by which freedom and diversity of ideas would be

promoted so that television would reflect a wider variety of values, cultures

and life styles.

The concerns raised by FTC Commissioner Jones in the article

which follows pose extremely interesting questions with regard to Canadian

television. Although for a number of reasons the cultural spillover of the

advertising view-of-life (stress on the satisfaction of needs and desires

rather than on the presentation solely of product information, external

rather than internal motivations, material solutions rather than recognition

of individual capacities, disregard for minority values, cultures and life

styles, etc.) is somewhat less marked in Canada than in the United States,

there continues to be a considerable concern in this country about the

potentially undesirable characteristics of broadcast advertising. Some notes

relating to the relevance of Commissioner Jones' comments to the Canadian

context follow:

1. What is the effect on the content and impact of commercials of the

supervision in Canada of food and drug continuities aired on radio and

television under the pre-clearance procedure instituted in 1932 and

continued today under section 11 of the BBG's broadcasting regulations?

Most of the complaints directed towards the adverse effects of hard sell are focussed on foods, drugs and cosmetics, and instead of the post hoc

controls exercised by the FTC, Canadian copywriters have been required in

these areas to observe the constraints in both the Department of National

Health & Welfare's 40-page "Guide for Manufacturers & Advertisers"

and in BBG Circular 123, December 1, 1965, as enforced by a prereview

system that probably modifies as many as 25% of the ads submitted.

Where preclearance is carried to extremes, as in the provincial and

Commission supervision of beer and wine broadcast advertising (in the

five provinces allowing it), it is arguable that the resulting ads, which have

tended to be antiseptic, uninformative and overlain with an air of unreality,

may be just as unhealthy as the unregulated alternative.

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