By Armand Mattelart
The advertisements has replaced out of all reputation during the last two decades. The map of world communications has been redrawn via a flood of mergers and takeovers, and the media is now ruled by means of a handful of transnational conglomerates. ads businesses have varied into tv creation, public family, media purchasing and advertising providers. within the hole created by means of the quandary in public provider provision, advertisements has stepped in, forming a community which enervates media, economies, cultures, politics and diplomacy. Armand Mattelart's survey assesses the advance and destiny clients of this "industry of public noise", and assesses the results for democracy of the increase and upward push of the communications society. This booklet may be of curiosity to complicated scholars and lecturers of media stories, communique reviews, advertising stories, cultural reviews, sociology and administration stories.
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Additional resources for Advertising International: The Privatisation of Public Space (Comedia)
It approached Brazil’s second-largest agency with the proposal of an alliance, but the company preferred to turn to the American BBDO Worldwide, to whom it ceded a 19 per cent stake in ownership. Saatchis also engaged in negotiations with the top company in Mexico, with the object of finding a formula for association. The need to reinforce its network in Latin America was all the more urgent due to Procter & Gamble, the international detergent manufacturer which was one of its principal clients, laying hands on one of Brazil’s leading companies in perfumes and toiletries, with the intention of using this glittering acquisition to launch a new marketing and distribution strategy on a continental scale.
The medium yields, for fear of not being paid. But the advertiser, unaware of the juggling act, pays for the space a second time! And since the medium is part of the plot, the payment is divided fifty-fifty. In certain media, the rate of replays reaches 20 per cent of advertising receipts. 26 The misdemeanour of the insider. THE HARD CORE As a result of the waltz of acquisitions and the alliances of the 1980s, three of the world’s leading advertising groups have their general headquarters in London (Saatchi & Saatchi, WPP and WCRS) and two have them in Paris (FCB-Publicis and Eurocom-Havas); and the British have managed to reduce the American share in the turnover of the top twenty agencies in the domestic market to 30 per cent.
But the opening up of the advertising market has brought the arrival of the big networks or the reinforcement of their presence. In South Korea, in 1988, Ogilvy, Bates and Young & Rubicam sealed the first alliances with the big local groups, while in Taipei, JWT-WPP installed their own office and Saatchi & Saatchi took over its affiliate. In the French-speaking parts of Africa, where several 100 per cent local agencies that appeared at the end of the 1970s became competitors, a market consisting of twenty countries is shared between two agencies: the French RouxSéguela and Lintas-Paris.
Advertising International: The Privatisation of Public Space (Comedia) by Armand Mattelart