The Society of Entertainment: A Response to the Technological Challenges of Advertising
Buhl, Kristyn J.
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The media has become an important factor in the lives of Americans. It is so ubiquitous that it is difficult to imagine our society without it. The relationship that the people have with the media reveals many aspects of the larger society. The media is, in essence, a portrait of the society of which it exists. Realizing this is an important element in advertising, which is a significant part of the media. By creating advertisements that feed off of the values of the larger society, the public responds. Our contemporary society complicates this with modem technology. Advertisers are anxious about these newly created challenges, but examining these larger, societal beliefs can aide in their construction of a successful campaign. This analysis examines Americans' current enthrallment with entertainment - a concept that has begun to dominate their lives, and how this is affecting advertising.