ERIC Number: ED117736
Record Type: Non-Journal
Publication Date: 1975-Mar
Reference Count: N/A
Four Institutional Views of Advertising--Perspectives for Understanding. Advertising Working Paper Number 1.
Rotzoll, Kim B.
In this paper, the first in a series of working papers on various significant aspects of advertising, the author examines in depth the writings of four essayists who have looked at advertising from the institutional viewpoint. James Carey sees advertising's basic institutional function as market information and the secondary function as social control; Vincent Norris views the institution's function as being an instrument of attempted market control for producers. David Potter sees the institution as an instrument of social control in an abundant society; and to C. H. Sandage, the institution's purpose is to inform and persuade people in order to help achieve abundance. (JM)
Publication Type: Reports - Research
Education Level: N/A
Authoring Institution: Illinois Univ., Urbana. Coll. of Communications.