Advertising International: The Privatisation of Public Space by Armand Mattelart

By Armand Mattelart

The advertisements has replaced out of all reputation over the last twenty years. The map of world communications has been redrawn by means of a flood of mergers and takeovers, and the media is now ruled by means of a handful of transnational conglomerates. ads businesses have various into tv construction, public kinfolk, media procuring and advertising companies. within the hole created by way of the obstacle 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 customers of this "industry of public noise", and assesses the results for democracy of the increase and upward thrust of the communications society. This e-book will be of curiosity to complex scholars and academics of media reviews, conversation reviews, advertising reviews, cultural reports, sociology and administration reviews.

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We must not feel ashamed of being what we are. We had minstrels, the troubadours and the cantatori [singer-composers]. This language of the artisan class has come down to the industrial era thanks to many enterprises. With the development of the American agencies in our country, the problem of creativity has been displaced from the production houses to the agencies. This is also because, bit by bit, marketing was becoming a science and the creative staff were coming under the rule of marketing….

7 It was only during the second half of the 1980s that this proportion increased. Another shift that followed in the second half of the 1970s was the redirection of investment by the big European companies towards the United States, with the Japanese falling into step the following decade. During the 1960s, the US received around 10 per cent of the flow of world investment. By the end of the 32 ADVERTISING INTERNATIONAL 1970s this figure had tripled. 8 In parallel, the manner in which investment in Europe by American firms was financed was modified.

In 1988, McCann made its first move into Eastern Europe by opening McCann-Interpress Hungary in Budapest to handle the accounts for Coca-Cola, Nestlé and Camel. As an editorial in Advertising Age commented in February 1990: Having played out the string on their takeovers, hostile and otherwise, at home, American business executives now must turn their attention 26 ADVERTISING INTERNATIONAL overseas and provide our unique marketing know-how to the new entrepreneurs in nations made ready for a solid injection of capitalism.

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