By Armand Mattelart
The advertisements has replaced out of all acceptance over the last two decades. The map of world communications has been redrawn through a flood of mergers and takeovers, and the media is now ruled through a handful of transnational conglomerates. ads businesses have various into tv construction, public family, media procuring and advertising and marketing providers. within the hole created via the trouble in public provider provision, advertisements has stepped in, forming a community which enervates media, economies, cultures, politics and diplomacy. Armand Mattelart's survey assesses the advance 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 publication might be of curiosity to complex scholars and academics of media stories, conversation reviews, advertising reviews, cultural reviews, sociology and administration reviews.
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Extra info for Advertising International: The Privatisation of Public Space (Comedia)
This, however, is the case with Young & Rubicam, which has been in private hands since 1923: about 1, 000 of its 10,000 employees own shares in the company, with a maximum individual holding of 5 per cent. 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.
The need to reinforce its network in Latin America was all the more urgent due to Procter & Gamble, the international detergent manufacturer which was one of its principal clients, laying hands on one of Brazil’s leading companies in perfumes and toiletries, with the intention of using this glittering acquisition to launch a new marketing and distribution strategy on a continental scale. In the so-called Era of the Pacific Rim, the networks have also redoubled their interest in Asiatic markets, especially South Korea and Taiwan—the two largest advertising markets in the region after Japan—plus Hong Kong, the Philippines, Thailand, Singapore, Malaysia and Indonesia.
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