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Advertising is everywhere. And as it becomes more ubiquitous, we tend to ignore it. But as we tend to ignore it, advertisers find new ways to make it more ubiquitous. As a result, and as with television, no one is neutral about advertising. We love it or we hate it. Many of us do both. After studying this chapter you should
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| 1. be familiar with the history and development of the advertising industry. |
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| 2. understand contemporary criticisms and defenses of advertising. |
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| 3. recognize how the organizational and economic nature of the contemporary advertising industry shapes the content of advertising. |
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| 4. be familiar with different types of advertising and their goals. |
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| 5. understand the relationship between advertising content and its consumers. |
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| 6. possess improved media literacy skills when consuming advertising, especially when interpreting intentional imprecision. |