Wednesday, December 23, 2009

Web 2.0: The Evolution of Advertising

Everyone is aware of the power of communication. And, perhaps one of the most influential modes of communication is none other than advertising. Similar to many other trends of the modern world, advertising has undergone considerable change in order to maintain its position of influence vis-à-vis modern society.
 

Advertising, by definition, is a sub-section of public relations (PR). PR has its origins in the early 20th century. Edward Bernays is generally credited with coining the term and concept of PR. He viewed it as an applied social science to manage and manipulate the thinking and behaviour of the public.
 

Early television advertising concentrated on promoting products by bombarding the consumer. Fill the screen and fill the mind. However, the evolution of modern communication has given way to new methods of influencing the public. It would seem that mega-budgets of advertising creating "in your face" ads may not always be the most effective.
 

The Internet dominates our lives like no other media before it. Instant communications are a way of life. In fact, much of our communication today takes place via the Internet. Therefore, logic would dictate (applying the wisdom of Mr. Bernays) that dominating the Internet is the best way to manipulate public thinking.
 

Advertisers today have learned that their products and services must appear prominently on Internet sites. In this way, we will come to accept, almost naturally, that a certain product or service is part of our daily lives. Social networks like Facebook and Twitter serve as powerful advertising venues. In order to achieve a position of influence, advertisers have to bring their merchandise to the people and make it part of their everyday psyche. Rather than just glamour and glitter, advertising must speak to us on our modern terms so that we, in turn, can continue the chain of communication. As Bernays wrote in his book Propaganda (1928), manipulation of the organized habits and opinions of the masses is "the true ruling power of our country."

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