By Armand Mattelart
The ads has replaced out of all acceptance during the last two decades. The map of world communications has been redrawn by means of a flood of mergers and takeovers, and the media is now ruled by means of a handful of transnational conglomerates. advertisements businesses have assorted into tv construction, public kin, media deciding to buy and advertising prone. within the hole created via the main issue in public provider provision, ads has stepped in, forming a community which enervates media, economies, cultures, politics and diplomacy. Armand Mattelart's survey assesses the improvement and destiny customers of this "industry of public noise", and assesses the results for democracy of the increase and upward push of the communications society. This publication might be of curiosity to complex scholars and academics of media experiences, verbal exchange stories, advertising and marketing stories, cultural reports, sociology and administration reports.
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Extra info for Advertising International: The Privatisation of Public Space (Comedia)
Two years earlier Ted Bates absorbed the Alas group in Spain. In the Netherlands and in Federal Germany, the ten top agencies all have majority holdings by the networks. In Italy, only one of the top five agencies is nationally owned. In Belgium, where all the heavyweights are American, British or French, the last local agency succumbed to Ogilvy in 1978. Its Belgian owner explained at the time: A key motivation for HHD in the merger is that our agency has remained a purely Belgian agency and has consequently suffered from the lack of international linkages that are increasingly necessary to compete for *‘Telemarketing’ refers to selling through the television screen with follow-up either by telephone or through teletext systems such as the French Minitel.
I was like a Muslim going to Mecca. What I learned was very simple: You can’t have good CULTURE SHOCK 37 advertising for a bad product. My admiration for the United States comes from two things: democracy in communication and respect for public opinion. I returned with one desire, to make advertising a respected, responsible profession, something more than shrill claims and slogans. My father was horrified when I told him. ’17 This idyllic liaison between Madison Avenue and the young tiro of advertising in the years before the war turned out far from normal when the American agencies, at the end of the 1940s, resumed their interrupted activities in Paris by establishing their first subsidiaries: ‘Advertising seemed to be viewed, especially by the Resistance fighters after the war, as the new occupation force’, admits the international editor of Advertising Age.
This leads its president to explain: ‘This kind of private management lets us work more calmly. Our managers are not forever keeping an eye on the stock market. ’27 Of the twenty largest independent American agencies of previous years, only four do not now have their shares listed. 22 ADVERTISING INTERNATIONAL All these groups and agencies are trying to diversify their activities to the maximum. Even if the great majority have never been seduced by the Saatchis’ project of diversification into the domain of management consultancy, they are increasingly extending their ‘non-media activities’: design, graphics, market research, sales promotion, direct marketing, audiovisual production, video communications groups, sponsorship and public relations.
Advertising International: The Privatisation of Public Space (Comedia) by Armand Mattelart