COMMUNITY AND COMMUNITIES IN BRITISH TELEVISION ADS

Renée Dickason

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COMMUNITY AND COMMUNITIES IN BRITISH TELEVISION ADS

In: Returning (to) Communities

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Renée Dickason

Renée Dickason
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Type:: Chapter

Pages:: 275–291

DOI:: https://doi.org/10.1163/9789004325623_017

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Abstract

It is clear that the principal objective of television advertising is to encourage viewers to become consumers, but in the case of British practice, from the start of commercial television in the mid-1950s, the appeal to social and communal norms has been an essential feature of the techniques used by advertisers. The persistence of a general tendency towards the reinforcement of “normal” or “collective” values can be observed, most obviously in government advertising which seeks to further the contribution of the citizen to the positive evolution of society, but also in commercial publicity where certain mental attitudes and consumer behaviours are encouraged. At the same time, advertising reflects, admittedly with varying degrees of accuracy and distortion, not only the values, but also the nature of the society to which it is directed, representing therefore a living archive of the way in which society sees itself, or is imagined to perceive itself. This chapter will attempt to examine the often inaccurate picture of society given in commercial advertisements, through to the present day, but also to suggest that government advertising, for all its appeals to recognisable local and individual interest groups or communities, aims essentially to establish and to further generally acceptable and politically correct social norms.

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Returning (to) Communities

Theory, Culture and Political Practice of the Communal

Series: Critical Studies, Volume: 28 and Critical Studies, Volume: 28

E-Book ISBN:: 9789004325623

Publisher:: Brill

Print Publication Date:: 01 Jan 2006

Subjects
- Social Sciences
  - Cultural Studies

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COMMUNITY AND COMMUNITIES IN BRITISH TELEVISION ADS

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Citation Info

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Returning (to) Communities

Theory, Culture and Political Practice of the Communal

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