Problem
• Describe the meaning of the "fish in water" metaphor in relation to advertising.
• Describe the practice of product placement. Then, in addition to ticket sales and product placement, list two other ways that films, such as Star Wars make money.
• Some have argued that companies like Google and Facebook are not actually communication companies, but what? Explain.
• Explain advertising's role in the "three-part circuit" of capitalism. In other words, how does advertising help to keep capitalism alive? Be sure to mention the three parts of the circuit in your answer.
• Fill in the blanks: Although early ads focused on product information, this approach shifted over time as advertising moved "from a focus on people's [ ] to [ ]."
• Fill in the blank: "The dominant story advertising tells us today is that the way to happiness and satisfaction is through the [ ]."
• According to the research, do products actually tend to make us happier? Explain.
• Based on the film's description, explain how being a consumer is analogous to (or similar to) being a drug addict. Be sure to include a description of advertising's place in the analogy.
• How did this 33-minute segment of Advertising at the Edge of the Apocalypse impact your thoughts and opinions of advertising? Do you agree with Jhally's assessment of advertising and its impact on our culture? Explain/justify your answer.