O Pioneers
When assessing the impact that certain media will have on public audiences, one must consider the audience themselves and their preference towards a certain form of entertainment or education. Individuals who are in need of information, entertainment, and escape or any number of other uses can turn to television for gratification of that need. Among college students, for example, this preference can be explained best in terms of social theories-- which would suggest that TV is the more 'socially accepted' media with a greater appeal to young crowds than radio (Lazear, 1993). Therefore, the advertisers using a TV ad is more likely to influence public opinion among member of this one niche crowd than is the advertiser who places a similar piece in print. Television is indeed most popular among young people and "Generation Xers" but magazines and newspapers are more common among seniors (Tannenbaum, 1995). The company seeking to appeal to the opinions of either public must be cognizant of this. Nevertheless, there are several advantages and disadvantages of each group that remain constant regardless of the target market variable. And there are certain types of ads that all of us more readily seek out in print than we do on tele
When advertising through print, public opinion can be influenced over a greater period of time. Consider the fact that television ads are only in front of us for an average of thirty seconds; we see the entire thing and then it vanishes from our screen. Often, our recollection of key aspects will often vanish just as quickly. Print ads to not have the advantage of voice or animation, but they do have a greater mental/perceptive longevity (emphasis FInkel, 1994). Although many of us will flip past an ad rather quickly, the option still remains to review it in greater detail. A print ad is more the equivalent of a beautiful museum-held work of art whereas a television ad is the movie version of a good play. But in conclusion, it cannot escape mention that television does have certain inherently advantages of its own to influencing public opinion and it is for these reasons that advertisers spend so much money to use this contemporary media : For one thing, television reaches more people at once and is the more commonly-favored media of today. For another thing, television gets the attention of more potentially-interested people than magazines or newspapers. The newspaper ad that attempts to influence public opinion is likely to be skipped over by a person who is hurrying to get to a page containing a certain article (implied in Iuvara, 1994). But the individual involved in one television program is at least more likely to a certain extent to keep the same channel on and at least hear the ad in the background. They might now recall it consciously, but an ad that repeats a brand name many times may very will indeed influence their opinion when shopping. And so despite the artistic advantages of print ad, new media really does have ultimate advantages the written word and the state picture. A wise company will certainly seek to employ both... Instead of showing a picture of a busy corporate executive with shirt, tie, and briefcase- the ad features just a simple, plain, thoughtful-looking young African-American child much as we would expect a television ad to if it wa
Some common words found in the essay are:
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Approximate Word count = 1409
Approximate Pages = 6 (250 words per page double spaced)
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