Quotation by Michael Schudson

The connection between ad and sale, so direct in classified ads, or between ad and consumer contact, reasonably direct in the January white sale ad, is very remote in the national consumer-goods ad. It is indirect in both space and time. The commercial for Coca-Cola or Alka Seltzer does not say how the customer can buy the advertised product; it does not typically announce a phone number to call or a place to shop. It takes for granted the consumer's shopping skills and it assumes the successful distribution of the product to retail stores. In time, it does not presume a quick response of customers to its efforts. It does not presume that the consumers it wants to reach will see any given showing of the ad or, seeing it, quickly respond by buying. It is a general reminder or reinforcer, not an urgent appeal to go out and buy. What the ad says or pictures, then, is obliged to be relatively placeless and relatively timeless. National consumer-goods advertising is highly abstracted and self-contained.
Michael Schudson. "Advertising as Capitalist Religion," Advertising: The Uneasy Persuasion: Its Dubious Impact on American Society, Basic Books (1984).
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