Advertising as Capitalist Realism
Advertising, as the early agency Lord and Thomas put it, is "salesmanship in print." It is just that simple, just that complex. Understanding advertising entails understanding the difference between personal and printed or broadcast communication; the differences entailed in the "decontextualization" of thought and feeling that systems of mass communication make possible. With the invention of writing in human history, anthropologist Jack Goody observes, "Speech is no longer tied to an occasion: it becomes timeless. Nor is it attached to a person; on paper, it becomes more abstract, more depersonalized." For Goody, this opens the way to science, to the growth of criticism, and to a more tolerant attitude toward one's own frame of reference. But the same forces that enable people to see themselves as individuals independent of social and traditional contexts make people susceptible to the appeals of mass media, including advertising. This is an openness or susceptibility qualitatively different from the householder's vulnerability to the direct sales pitch. Among other things, it connects the consumer not only to an item for sale and a person selling it but to an invisible, yet present, audience of others attuned to the same item for sale and the same symbols used to promote it. The advertisement, like the sales talk, links a seller to a buyer. Unlike the sales talk, it connects the buyer to an assemblage of buyers through words and pictures available to all of them and tailored to no one of them. Advertising is part of the establishment and reflection of a common symbolic culture.
Product placement in movies: a cross cultural study between Brazil and the USA
........................................................................................................................................ 11 CHAPTER I INTRODUCTION AND OBJECTIVE ................................................................ 13 1.
Livestock Aspects of Feed Grain Policy
It is a signal event that our topic should be included on this program. In recent years, the livestock and poultry economy has scarcely been considered in the making of price and income policy for feed grains. It has been disregarded by pragmatic policy makers. It has been almost equally bypassed by theoretical economists, who usually kibitz freely. Policy for support and target prices for corn, grain sorghums, and other feed grains has been made with an eye almost exclusively fixed on the producers of those crops. The target price has been set relatively high in order to protect crop farmers' income. The latest (and current) loan rate policy has been to hold the rate low. Although a low rate facilitates moving grain into livestock and poultry consumption when crops are abundant, it does nothing to provide buffer stocks for years when crops are short. In addition, a couple of years ago it became administrative policy to dispose of the stocks inherited from an earlier period, even subsidizing their sale abroad. But the foremost example of one-sidedness is the attitude toward release prices. In all the rhetoric heard recently about the peril of holding corn or sorghums in reserve, the scold has been that release prices would not be set high enough. What group can the spokesmen have had in mind? Feed producers, of course! Not feed consumers, that is, livestock and poultry men. It has been a one-sided consideration of a two-sided issue. If all groups are to have equal voice in policy making, how can livestock and poultry interests be so ostracized? The one-sidedness has more impact now that so much livestock and poultry production has become detached from feed supply on individual farms. The livestock-poultry economy is therefore more sensitive to the availability and price of feed. It is in fact a contradiction that historically, livestock and poultry got more attention when they were still closely connected with feed production on the farm. In the early years of farm programs, the "ever-normal granary" was consciously designed to level out the supply and price of feed for livestock and poultry. Now that livestock and poultry have become more commercial and more vulnerable to a volatile feed situation, feed price stabilization has been progressively removed from the councils of farm policy. And the ultimate contradiction is that the alleged price-depressing perils of a feed reserve have been proclaimed in disregard of the fact that the main defense of feed grain producers' incomes is the target price-direct payment mechanism, not support prices. If grains on reserve should cause market prices to be reduced below target level, producers would get bigger direct payments, that is, producers with a base on their farm are protected in that way. Admittedly, production outside such a base would not be eligible for payment.