THE INFLUENCE OF ADVERTISING ON THE MEDIA AUDIENCE: RECIPIENTS AS COMMODITIES OR AS PASSIVE OBSERVERS OF MEDIA CREATIONS
Keywords:
advertising, recipients, media, supplies, propagandaAbstract
In this paper, the authors processed the influence of advertising on media audiences, emphasizing that the recipients in a given case can be passive observers of the media or specifically advertising content.
Starting from the idea that the main purpose of commodity sales does not represent the real needs of customers, the authors emphasize that the success of advertising is reflected in the fact that the consumer is convinced of the necessity and the purchase of the product, and that he himself was not aware of that.
In the first part of the paper the authors analyze the characteristics and functions of commercials that are actually selling illusion, in the second section deals with the utility of characteristics of advertisements, the third part is dedicated to the social importance of advertising messages and in the final section, the authors, summing conclude that belief in the content of communicator offers depends on psycho-social characteristics of the recipients, the system of attitudes and value systems and social climate of the group to which the individual belongs, with the communicator, the content tends to modify and change the attitudes of recipients. In this way, according to the author's, propaganda is become or remains an integral part of the process of communication.
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