Paraphrase Essay Example | Topics and Well Written Essays - 750 words - 6

Paraphrase - Essay Example However, misconceptions can arise from such ads that will affect the very lives of consumers. For example, the product being advertised claims or gives the impression that it can make the consumer become as fit as the model when in fact it has nothing to do with how the model looks like. Viewers who associate the product with the model’s great physique will then buy without actually researching further about the effects or importance of the product. Consequently, the issue on intelligent buying arises which makes the topic on advertising even more important. In Charles O’Neill’s The Language of Advertising, he presents how advertisers convey their messages in subtle ways that often trap the consumers in various ways. One of his points is that, advertisers often appeal to people’s emotions. For instance, he explains that in promoting the pick-up truck called the Ram, an ad that features the background of a farm and portrays hard-working farmers is used along with the reading of a poem entitled, â€Å"So God Made a Farmer† (323). Although the ad was simple and it did not use any attractive, naked men or women in the scenes, it was very successful because many viewers were emotionally touched by the ad, having them associate with the American culture that the ad reflects. Another means advertisers utilize is the use of sexual perceptions. They use men and women that are famous and beautiful which the majority would appreciate and desire to be associated with. Moreover, the advertisements adjust to the modern peo ple’s attention span. Since people are often busy, they do not have the patience to listen to long sentences that will appeal to their logic. Instead, they need short, simple sentences that may give them empty and often unreliable information. O’Neill argues that advertisers are making consumers stupid in many ways. For instance, because advertisements primarily aim to convince consumers that they need to buy their products,

Research proposal--- The effects of transnational media on Asian Proposal

--- The effects of transnational media on Asian countries - Research Proposal Example The advancement in technology led to the free flow of communication to all over the world despite the resistance from the non-Western countries. Rapid advancement in communication technology guaranteed the transnational media the uncontrolled exposure of audience all over the world to the western messages. Western movies, news, music, game shows and other entertainment items have become easily assessable to all. This uncontrolled penetration of westerm media to other cultures and traditions has become dominant feature of the advancement of transnational media. Satellite, cable and computer have empowered the audience to choose and receive the media messages without any control. Local governments have no freedom to censure and control the content of the transnational media programmes and the local audience have gained the total freedom of choice, based on their values and tastes, what to see and not to see. This often leads to the cultural ‘sensitization’ or ‘hybrid ization’ internationally. The international audiences are constantly exposed to the social and cultural situations which are completely contradictory to their original cultural and traditional beliefs. For example, in many (most of) Asian countries, behaviors like dating (or any premarital sex), gambling and alcohol drinking are antisocial and unacceptable. But as a result of cultural desensitization, the constant exposure to these activities through entertainment shows, the people in Asia become desensitized to be free from the social inhibition and finally become more accepted and indulged in the above said Western behaviours (Galander, 2008). 2. Background of the Study and Review of the Existing Literature Initially, globalization affected industry, trade, finance and even agriculture of the nations, but the culture and traditions are also influenced by the globalization process by extending the activities of electronic and borderless media. It has led to the ‘statel essness’ and oligopolistic market of few transnational media firms (Hamelink, 1993). With the advent of communication technologies, media firms penetrated into the foreign markets by utilizing the opportunities of the opening up of communication sectors in the developing nations and tried to create production and distribution efficiency and built their own transnational media empires (Gershon, 1993). Globalization of entertainment industries with the advent of transnational media has led to the homogenization and westernization of traditions and cultures. This post modern hybridization of culture has occurred within the larger context of economic, political and cultural process within the regions, nations, ethnic communities and this growth was influenced by not only the policy decisions of the governments but also by the strategic management decisions of media owners, cable operators, satellite providers and agencies. The popularization of transnational media and process of globalization of electronic media raise various socio-cultural and ethical issues in the newly emerging Asian countries (Thomas, 2005). Transnational cable channels apply domestication strategie