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Michael Schudson [0-0] American
Rank: 107
Sociologist, Professor


Michael S. Schudson is Professor of Journalism in the Graduate School of Journalism, Columbia University and Adjunct Professor in the Department of Sociology. He is Professor Emeritus at the University of California, San Diego.


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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.
101
American advertisers rely on 'essentially illogical' approaches to determine their advertising budgets.
102
Advertising generally works to reinforce consumer trends rather than to initiate them.
103
Buy me and you will overcome the anxieties I have just reminded you of.
104
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.
105
The power of ads rests more in the repetition of obvious exhortations than in the subtle transmission of values.
106
Sales may lead to advertising as much as advertising leads to sales.
107
Advertisements ordinarily work their wonders, to the extent that they work at all, on an inattentive public.
108
If advertising is not an official or state art, it is nonetheless clearly art.
109
It is very likely that many firms spend more on advertising than, for their own best interests, they should.
110
Most criticism of advertising is written in ignorance of what actually happens inside these agencies.
111
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.
112

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