Best 20 quotes of Michael Schudson on MyQuotes

Advertisements ordinarily work their wonders, to the extent that they work at all, on an inattentive public.

Advertising generally works to reinforce consumer trends rather than to initiate them.

Advertising is much less powerful than advertisers and critics of advertising claim, and advertising agencies are stabbing in the dark much more than they are practicing precision microsurgery on the public consciousness.

American advertisers rely on 'essentially illogical' approaches to determine their advertising budgets.

Buy me and you will overcome the anxieties I have just reminded you of

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.

Different groups are differentially vulnerable to advertising; and their vulnerability varies not so much with the character or quantity of advertisements as with the informational resources they can claim by age, education, station in life, and government guarantees of consumer protection.

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.

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.

If advertising is not an official or state art, it is nonetheless clearly art.

If there are signs that Americans bow to the gods of advertising, there are equally indications that people find the gods ridiculous. It is part of the popular culture that advertisements are silly.

It is very likely that many firms spend more on advertising than, for their own best interests, they should.

It should be apparent that the belief in objectivity in journalism, as in other professions, is not just a claim about what kind of knowledge is reliable. It is also a moral philosophy, a declaration of what kind of thinking one should engage in, in making moral decisions. It is, moreover, a political commitment, for it provides a guide to what groups one should acknowledge as relevant audiences for judging one's own thoughts and acts.

Most criticism of advertising is written in ignorance of what actually happens inside these agencies.

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.

Sales may lead to advertising as much as advertising leads to sales.

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.

The story of journalism, on a day-to-day basis, is the story of the interaction of reporters and officials

But into the first decades of the twentieth century, even at the New York Times, it was uncommon for journalists to see a sharp divide between facts and values. Yet the belief in objectivity is just this: the belief that one can and should separate facts from values. Facts, in this view, are assertions about the world open to independent validation. They stand beyond the distorting influences of any individual's personal preferences. Values, in this view, are an individual's conscious or unconscious preferences for what the world should be; they are seen as ultimately subjective and so without legitimate claim on other people. The belief in objectivity is a faith in "facts," a distrust of "values," and a commitment to their segregation.

Objectivity is a peculiar demand to make of institutions which, as business corporations, are dedicated first of all to economic survival. It is a peculiar demand to make of institutions which often, by tradition or explicit credo, are political organs. It is a peculiar demand to make of editors and reporters who have none of the professional apparatus which, for doctors or lawyers or scientists, is supposed to guarantee objectivity.