Television Advertising Effects on Audiences

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Television Advertising since the 1970’s, its effect on audiences, and a comparison study on Alcohol advertising standards in South Africa and Europe. The history and mental effects television advertising can have on audiences with reference to alcohol commercials and the difference from South African and European Broadcast standards, and should be followed. ‘Our society's values are being corrupted by advertising's insistence on the equation: Youth equals popularity, popularity equals success, success equals happiness. -John Arbuthnot Fisher- Key Terms Watergate Scandal - A political scandal that occurred in the United States in the 1970s as a result of the June 1972 break-in at the Democratic National Committee headquarters at the Watergate office complex in Washington, D.C., and the Nixon administration's attempted cover-up of its involvement. The scandal eventually led to the resignation of Richard Nixon, the President of the United States, on August 9, 1974, the only resignation of a U.S. President. (Fred Emery, Watergate, p. 30, Simon & Schuster, 1995) Introduction Television advertising has been and is one of the most influential forms of marketing communication in the world to date. With such power at the marketer’s hands a question must be posed almost immediately on whether the marketer/advertiser has a social responsibility to what they put out for the entire world to see or if it is a free reign with limited guidelines to get whatever message they want across to the viewing audience. Through this study, various topics will be discussed and assessed, starting with what television advertising is, where and when it started and a brief history of it in Europe and more relevantly in South Africa. A thorough literature review will then be compiled on the structures of commercials; the different effects television advertising has on
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