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Even if, as is generally the case, everything that the ad says about the product is scrupulously honest, or at any rate scrupulously avoids outright dishonesty, the implication of the direct address of most commercials - that the announcer speaks with the viewer's welfare at heart - is fraudulent.

Michael Schudson

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Michael Schudson
Age: 78
Born: 1946
Born: November 3
Communication Scholar
Sociologist
Milwaukee City
Wisconsin
Everything
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Ads
Fraudulent
Even
Case
Viewers
Implication
Heart
Products
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Outright
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Speaks
Viewer
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Welfare
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Honest
Generally
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Scrupulously
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Announcers

More quotes by Michael Schudson

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The effectiveness of advertising depends on the amount and kind of product information available to consumers... advertising will be more successful the more impoverished the consumer's information environment.
Michael Schudson
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Objectivity, in this sense, means that a person's statements about the world can be trusted if they are submitted to established rules deemed legitimate by a professional community. Facts here are not aspects of the world, but consensually validated statements about it.
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Expensive, well-executed, and familiar ads convince the investors, as nothing in the black and white tables of assets and debits can, that the company is important and prosperous.
Michael Schudson
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The story of journalism, on a day-to-day basis, is the story of the interaction of reporters and officials
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Advertising generally works to reinforce consumer trends rather than to initiate them.
Michael Schudson
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Chances are that neither the client nor the agency will ever know very much about what role the ad has played in sales or profits of the client, either short-term or long-term.
Michael Schudson