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Firstly, new technology beening a strong growing part of economics in recent years all around the world. Technology progress is the world economic development prime motors. The advance in technology not only naturally has provided the advantageous method for the transformation, also changed various countries’ strength contrast. The government more value the important of new technology. Every new technology created a number of rich people. Those few people know what most of people don’t know, that’s why they can make money. A example for Bill Gates, he dropped out from Harvard Low School in his second year in university, went to a programming company. Used a computer language written programms, which was most of people didn’t know how to use computer yet. After a few years, a personal computer system program created by Bill Gates and his partners. At the same time, personal computer more and more popular. Bill Gates’ system became a only option to personal computer. Then we all what happened next? Bill Gates become the richest man in the world and Microsoft company have the most percentage in software business. On the aother hand, Microsoft company is accused the monopoly behaviors. Because Microsoft didn’t open the original system code, leading to softwares from other companies can not be used in Windows unless paid considerable copyright fee to Microsoft company. This case ending with Microsoft open a part of code to other software companies and Microsoft divided two independent companies came into market. People can buy same softwares with lower price after that. Because Microsoft have the price competition with other companies in the market. To defend the market economy the fairness, openness, fairness. The government have to display the proper protection function. The protection enterprise fair competition and the fair transaction should be orderly. The monopoly price behavior causes the consumer faced with the loss.
Secondly, what the role of technology in society? The new technology greatly has, profound, the comprehensive influence to the society development. “The science and technology seeped to social life each domain, for social economy and life by profound, omni-directional influence. Science’s and technology’s each important breakthrough produces the influence limits merely in no way in the industrial department. Develop the high tech and the industry already became a worldwide basis tidal current”(Neale, 2001). A new technology may completely change today’s world, bring the unprecedented opportunity for the society, also new challenges. For example, most of mobile phone have photography function which means everybody can very easy take a photo in anywhere they want. Some people use this to encroache personal privacy, then put on the internet to make money. There is no law restricts this behavior yet in many countries. In the USA, people can pay 36 dollors per month for using Google Earth. So they can search anywhere on the earth by a satellite on Internet, the quality just like a photo. Individual privacy can go to public and some commit crime also therefore appears. That a negative influence which high-tech product brings.
A series of advertisements about Apple computer can generalize these relations in a concrete form. First Apple Mac ad show on air three years ago, the content is simple, humorous but effective. Many people change their computer to Mac because of those ads. The general content is two guys named PC and Mac standing in front of a white stage and talk. Their talking about which is better between PC and Mac? PC represents personal computer with Windows system. Mac is apple computer with new type of system. These two guys’ talking never heard about technical expression of computer. They on the customer side thinking about which system is good for users. Some factors like maintenance, computer virus and compatibility. Of course, Mac always won at the end. The successful of these Mac ads is that apple company know what people think and make their products adapt to these ideas. As a company which exist to the present time, and produces personal computers and other electronic equipment such as very popular portable music players. Apple successfully establishes own popularity using the advertisement method.
Mass media is a creator of our culture today. Relationships between media, advertising and the formation of normative cultural values are all contributors to our culture today. The internet and globalization have also played a huge role in our culture; all of which have their own meanings, but ultimately build our culture. Mass media is a plays a big part in the enculturation of society. Humans have always lived in a world of communication. Relationships between media advertising and the formation of normative cultural values have a big impact on how we view our culture today. The news television shows print ads and radio advertising shape our culture. Television advertising and even the sitcoms we watch promote our normative cultural values. Media dominates and demands people’s attention. The ads tell us what is cool and good and they tell us that the famous actors we look up to feel that these products are important. In the shows on TV we see all the actors are using these products we feel are important. Is advertising more effective when the advertised brand name is revealed at the onset of an advertising message or when it is withheld until the end of the message? Given the propensity of advertising to withhold the brand name, advertisers apparently presume the latter, perhaps because they believe that the practice sustains attention to the advertisement. The network model of memory and related theories of associative learning imply superior advertising effectiveness when the brand name is presented at the beginning of an advertisement. An experiment was conducted to test this proposition. Several award-winning television advertisements were remastered to reveal the brand name either at the beginning or at the end of the spot. The results support the prediction that advertising is more effective when the brand name appears at the beginning of the advertisement. Evidence is consistent with the conclusion that the effect was caused by strengthening the memory association between the brand name and the evaluative implications of advertising content, not by any effect of brand-name placement on advertising liking, memory for the brand name, or accessibility to advertisement content. An important issue in the design and execution of advertising messages is ensuring that consumers’ reactions to advertising are associated with the name of the advertised brand. “Anecdotally, we all encounter situations in which we can clearly remember elements of an advertising execution, but cannot remember the advertised brand name, we associate the wrong brand name with the advertisement, or worse, we have positive associations but cannot remember specific elements of the advertisement and have no idea what brand to associate with that vague positive reaction” (Budd, 1999). “Academic research has consistently demonstrated the difficulty that consumers have linking advertising messages to brand names, particularly in highly competitive advertising environments” (Abercrombie, 1996).
However, violence has become an ordinary way to be entertained, settle arguments, or blow off steam. Violence results when many different things come together, and we know that violence in the media is one of those things. Children spend more in a week time watching TV than doing anything else, other than sleeping. Violence, however, isn’t limited to TV-it can be found in music, video games, comic books, newspapers, and magazines. Exposing children to violence can desensitise them to violence and make them more fearful of others, causing them to act more aggressively. Fortunately, most media violence can be unplugged. The term mass media can be used to describe television, cinema, video games, books, music, the Internet, newspapers or magazines. Everyday we are confronted with violence that is portrayed in the media. Everywhere billboard we go past, every movie we see, every magazine or newspaper we pick up will inevitably have violence in it. Whether it is informing us about it, or using it as entertainment, people are susceptible to this violence. The main age group that is influenced most immensely by this is young children. Since they are exposed to violence in the media from such a young age, they believe that violence is praised, even funny. “Imitation includes more than simply applying a crime technique the criminal learned by watching television. Fictional treatments of crime can inspire potential criminals”(Kopel).
Finally, culture business has become a global endeavor and with that communication has also become a global necessity. It is necessary to communicate with often diverse groups and communicate similar messages across cultural lines. With the language barriers, differences in etiquette and varying opinions that come with cultural differences it is important for companies to find a way to persevere the complications and get their messages across. One of the first steps a company can make is to learn the language of those they are doing business with and next is to educate themselves on the differences in cultural importance. Though stereotypes can be just that, over generalized and sometimes off base, they can help with general communication across cultures. Being aware of and sensitive to difference cultures is the most effective thing a company can do to attempt to avoid any major embarrassments when communicating across cultures.
Reference List:
Abercrombie, Nicholas. “Television as Text.” Television and Society. Malden, MA: Polity Press, 1996. 9–40
Budd, Mike, Steve Craig and Clay Steinman. “Continuity Style Editing.” Consuming Environments: Television and Commercial Culture. London: Rutgers University Press, 1999. 112-123
Neale, Steve and Graeme Turner. “Genre and Television; The Uses and Limitations of Genre.” The Television Genre Book. Ed. Glen Creeber. London: BFI Publishing, 2001. 3-5
Kopel, David B ‘The Impact of the Mass Media Revolution,’ Kansas Journal of Law and Public Policy
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