Michael Schudson
Michael Schudson
Michael S. Schudsonis Professor of Journalism in the Graduate School of Journalism, Columbia University and Adjunct Professor in the Department of Sociology. He is Professor Emeritus at the University of California, San Diego. He is an expert in the fields such as journalism history, media sociology, political communication, and public culture...
NationalityAmerican
ProfessionSociologist
CountryUnited States of America
subtle repetition obvious
The power of ads rests more in the repetition of obvious exhortations than in the subtle transmission of values.
age bring devices headlines internet marketing newspaper print readers search second stories
But my second thought is that newspaper headlines and the presentation of stories in print are in a sense marketing devices to bring readers to your story. Why not use a new marketing device appropriate to the age of the Internet and the search engine?
business agency long
Chances are that neither the client nor the agency will ever know very much about what role the ad has played in sales or profits of the client, either short-term or long-term.
silly people culture
If there are signs that Americans bow to the gods of advertising, there are equally indications that people find the gods ridiculous. It is part of the popular culture that advertisements are silly.
powerful dark agency
Advertising is much less powerful than advertisers and critics of advertising claim, and advertising agencies are stabbing in the dark much more than they are practicing precision microsurgery on the public consciousness.
mean objectivity community
Objectivity, in this sense, means that a person's statements about the world can be trusted if they are submitted to established rules deemed legitimate by a professional community. Facts here are not aspects of the world, but consensually validated statements about it.
art advertising states
If advertising is not an official or state art, it is nonetheless clearly art.
trends advertising consumers
Advertising generally works to reinforce consumer trends rather than to initiate them.
advertising should interest
It is very likely that many firms spend more on advertising than, for their own best interests, they should.
ignorance agency criticism
Most criticism of advertising is written in ignorance of what actually happens inside these agencies.
advertising wonder advertisements
Advertisements ordinarily work their wonders, to the extent that they work at all, on an inattentive public.
black-and-white important tables
Expensive, well-executed, and familiar ads convince the investors, as nothing in the black and white tables of assets and debits can, that the company is important and prosperous.
successful effectiveness information
The effectiveness of advertising depends on the amount and kind of product information available to consumers... advertising will be more successful the more impoverished the consumer's information environment.
character government age
Different groups are differentially vulnerable to advertising; and their vulnerability varies not so much with the character or quantity of advertisements as with the informational resources they can claim by age, education, station in life, and government guarantees of consumer protection.