Mass Media Influences on Consumers
Monday, December 20, 2010
The history of mass media can be said that started from the ancient Greece. Philosophers, generals and politicians of the ancient Society discuss issues and after spread to the public by the use of word of mouth. The ancient Greek Drama and poetry can be considered as a form of mass media, communicates a message to the society. In other words since the early years people has always being influenced by Mass Media.
The consumers has been trained in a way whereby they look upon the Caucasian models as fashion leaders and feel that Caucasians models are more identifiable with fashion. And advertising media is the one of the major factor that immensely influences the audiences’ point of view as most audiences are passive receivers. We are so used to seeing Caucasian models in fashion magazines and fashion related photo shoots that we drew a stereotyping conclusion that Caucasian models are the best choice for any fashion related photo shoots. Hence, the media made use of this stereotype in advertising to convey messages or ideas to the consumers quickly and effectively.
Advertising is paid persuasive communication that used nonpersonal mass media – as well as other forms of interactive communication – to reach broad audiences to connect the identified sponsor with a large target audience. Thus, the media plays a big role in influencing public’s perceptions and has long time ago molded the audiences’ view on Caucasian models and Asian models. Advertising has evolved as society has changed: It has had an effect on society and at the same time society has had an effect on advertising. Due to the frequent portrayal of Caucasian models in fashion magazines, the audiences identifies them with fashion which results the media featuring more Caucasian models.
Advertising is paid persuasive communication that used nonpersonal mass media – as well as other forms of interactive communication – to reach broad audiences to connect the identified sponsor with a large target audience. Thus, the media plays a big role in influencing public’s perceptions and has long time ago molded the audiences’ view on Caucasian models and Asian models. Advertising has evolved as society has changed: It has had an effect on society and at the same time society has had an effect on advertising. Due to the frequent portrayal of Caucasian models in fashion magazines, the audiences identifies them with fashion which results the media featuring more Caucasian models.
