Media Influence

Literature Review

The role of media in individual's life is increasing day by day along with the technological progress. This importance also affects the life of individuals through many ways. Media influence through advertising is stronger than other influences. The advertising in media is an intentional activity that characterizes the message that is made, looking for a change of attitudes, traits, cognitive and behavior of recipients, using various technological supports. Linked closely with advertising is the advertising policy, since after two wars with such global propaganda, advertising became a euphoria (Clark et al, p. 207). It is true that the production of posters and radio messages in particular, has greatly improved.

The core element of advertising is the ad; self-contained communications unit has a special essential: its brevity. The modern media have weakened our sense of wonder. Modern propaganda is directed not to reason but to emotion as all forms of hypnotic suggestion, try to emotionally influence on the subject, for consideration and then also from the intellectual point of view. This form of propaganda influences the customer to proceed with all manner of vehicles: the incessant repetition of the same formula, the influence of a person's image of prestige, through sex-appeal some pretty girl at the same time weakening their ability to critique , by terror, noting the danger of "bad breath", or some mysterious disease name, or encouraging their fantasy about an unforeseen change in the course of his life due to use of a particular type of shirt or soap (Jamieson et al, p. 113). All these methods are essentially irrational, have nothing to do with the quality of goods and weaken or kill the critical capacity of the client, such as opium or could do under hypnosis all.

Subliminal advertising is based on the perception subliminal. There are stimuli that do not reach the threshold of perception, others who are perceived and others not perceived. If a light stimulus below the threshold of perception, is in the area of ??"subliminal". What they wanted to put subliminal advertising messages in the area of ??the subliminal arriving directly to the subconscious without the barriers of consciousness. This was done to the inclusion in films and TV Guide for a message-style imperative "eat such a thing" or "just another drink" (Dill, p. 90).

The celebrity is an agent of change and need to know what to do with the advertisement to influence positive change in the learner. The change in the people seems to be a process of gradual stages, which more or less slowly depends on complex factors. Recognizes the following steps:

First news: the person perceives some information about what's new.

Interest: interest, seeks more data, question, discuss.

Rating: takes stock and accepts or rejects the new.

Assay: a test done, research, tries to find personal settings.

Adoption: change your behavior and incorporates the new.

Since the dawn of journalism can be found on the front pages of the first organs to press "notices" announcing products trade, promoting the ...