1. The process and means by which products, services, ideas, and brands are promoted through mass-media messages with the intent to influence audience behaviour, awareness, and/or attitudes. See also above-the-line; advertisement; advertising agency; advertising appeals; advertising campaign; advertising effectiveness; Elaboration Likelihood Model; marketing communications; promotional culture; compare public relations.
2. The manipulative generation of ‘false needs’ which can be met by consumption, promoting capitalist values. See also commodification; conspicuous consumption; consumer culture.
3. The business of linking specific commodities or brands to existing values among target audiences, producing new commodity signs. See also meaning transfer.
4. The shaping of lucrative target audiences around which commercial media content is planned. See also publicity model.
5. A cultural currency of lifestyle imagery reflecting dominant social values upon which consumers draw in the construction of personal identities. See also bricolage; conversational currency; socially oriented advertising; uses and gratifications.
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