By Armand Mattelart
The advertisements has replaced out of all reputation during the last two decades. The map of worldwide communications has been redrawn by way of a flood of mergers and takeovers, and the media is now ruled via a handful of transnational conglomerates. ads businesses have varied into tv creation, public family members, media procuring and advertising and marketing providers. within the hole created by way of 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 clients of this "industry of public noise", and assesses the results for democracy of the increase and upward push of the communications society. This e-book can be of curiosity to complicated scholars and academics of media experiences, communique stories, advertising reports, cultural experiences, sociology and administration stories.
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Additional info for Advertising International: The Privatisation of Public Space (Comedia)
But the opening up of the advertising market has brought the arrival of the big networks or the reinforcement of their presence. In South Korea, in 1988, Ogilvy, Bates and Young & Rubicam sealed the first alliances with the big local groups, while in Taipei, JWT-WPP installed their own office and Saatchi & Saatchi took over its affiliate. In the French-speaking parts of Africa, where several 100 per cent local agencies that appeared at the end of the 1970s became competitors, a market consisting of twenty countries is shared between two agencies: the French RouxSéguela and Lintas-Paris.
36 ADVERTISING INTERNATIONAL The first representative example: France If the founders and theoreticians of modern aggressive advertising are mainly American, the inventor of the advertising agency, albeit still in a primitive form, was none other than a Frenchman, Théophraste Renaudot (1586–1653), better known as promoter of the Gazette de France, the ancestor of the modern French newspaper. It was in 1630 that Renaudot set up an agency in the form of a bulletin board which at the end of the seventeenth century served in Britain as the model for the first advertising bureaux.
In 1977, American manufacturers of television sets still controlled 48 per cent of their internal market. 5 per cent and the world’s foremost video market now imports three out of every four television sets and the entirety of its stock of recorders. If this witticism is ever more accurate in describing the relegation of numerous sectors of the American economy (mass electronics, automobiles, banks, trading companies), it would still be highly imprudent to eliminate American power from the hit parades of the big communications networks.