An analysis of corporate ideology advertising

References

• Schiller , Herbert . 1973 . THE MIND MANAGERS , Boston : Beacon Press . I am thinking particularly of the extraordinary increase of corporate‐made films available free to schools: see my article, “THE EDUCATORS GUIDE TO FREE FILMS: A Free Market‐Place of Ideas?”; (being considered for publication). See
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• 1977 . SATURDAY REVIEW , May 14 : 44
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• Sethi , S. Prakash . 1977 . ADVOCACY ADVERTISING AND LARGE CORPORATIONS: SOCIAL CONFLICT, BIG BUSINESS IMAGE, THE NEWS MEDIA, AND PUBLIC POLICY , 15 Lexington, Mass. : D. C. Heath .
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• 1977 . CONTROVERSY ADVERTISING: HOW ADVERTISERS PRESENT POINTS OF VIEW IN PUBLIC AFFAIRS , 13 New York : Hastings . Sethi, pp. 8, 4, 16. Exact total expenditure data on ideology ads specifically are not available, but Sethi provides much information, for example: “The 1974 AEP [American Electric Power Company] campaign cost the company $3.5 million....Mobil spent an estimated $13 million in 1975 on its corporate communication program, which was sharply higher than the original investment in the program in 1970. The ad budget for newspapers and magazines, which carry all Mobil's advocacy ads, increased from $1.5 million in 1973 to approximately $5 million in 1975”; (p. 17).
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• 1978 . SATURDAY REVIEW , January 21
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• Mintz , Morton and Cohen , Jerry . 1976 . POWER, INC , New York : Viking . The best data on corporate secrecy derive from the series of hearings over the past few years by Senator Metcalf for the Committee on Government Operations. Some helpful books and articles on corporate and government secrecy in America are:
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• Zeitlin , Maurice . 1970 . AMERICAN SOCIETY, INC , Chicago : Markham .
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• Domhoff , William and Schwartz , Charles . 1975 . “Probing the Rockefeller Fortune” . INTERNATIONAL SOCIALIST REVIEW , 36 Jan.
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• Wise , David . 1973 . THE POLITICS OF LYING , New York : Random House .
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• Schrag , Peter . 1974 . TEST OF LOYALTY: DANIEL ELLSBERG AND THE RITUALS OF SECRET GOVERNMENT , New York : Simon and Schuster . Woodward and Bernstein, ALL THE PRESIDENT'S MEN. Herbert Schiller in THE MIND MANAGERS expresses the sense of all of these books: the “conditioning forces”; in the United States “conceal their presence, deny their influence, or exercise directional control under auspices that superficially appear benign and/or natural”; (p. 4)
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• Rank , Hugh , ed. 1974 . LANGUAGE AND PUBLIC POLICY , 223 Urbana, Ill. : NCTE . The first quotation is from
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• Dieterich , Daniel , ed. 1976 . TEACHING ABOUT DOUBLESPEAK , 17 Urbana, Ill. : NCTE .
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• Schiller . 1969 . MASS COMMUNICATIONS AND AMERICAN EMPIRE , Boston : Beacon . THE MIND MANAGERS, p. 3.
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• Ohmann . “Doublespeak and Ideology in Ads” . TEACHING ABOUT DOUBLESPEAK , 44
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• Berle , A. A. 1967 . THREE FACES OF POWER , New York : Harcourt, Brace, and World . Numerous books describe the demise of free enterprise and rise of monopoly and oligopoly, a few of which are:
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• Galbraith , John K. 1956 . AMERICAN CAPITALISM , New York : Houghton Mifflin .
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• Green , Mark . 1972 . THE CLOSED ENTERPRISE SYSTEM , New York : Grossman .
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• 1973 . THE MONOPOLY MAKERS , New York : Grossman .
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• Heilbroner , Robert . 1975 . THE MAKING OF ECONOMIC SOCIETY , 5th ed. , Englewood Cliffs, N. J. : Prentice‐Hall . Chapters 6–9
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• Sobel , Robert . 1972 . THE AGE OF THE GIANT CORPORATIONS: A MICROECONOMIC HISTORY OF AMERICAN BUSINESS, 1914–1970 , Westport, Conn. : Greenwood .
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• Mintz and Cohen . 1971 . POWER, INC. is PUBLIC AND PRIVATE RULERS AND HOW TO MAKE THEM ACCOUNTABLE , New York : Dial . The thesis of their AMERICA, INC., WHO OWNS AND OPERATES THE UNITED STATES
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• Geis , Gilbert , ed. 1967 . THE WHITE COLLAR CRIMINAL: THE OFFENDER IN BUSINESS AND THE PROFESSIONS , New York : Atherton . Green's THE CLOSED ENTERPRISE SYSTEM;
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• Nader , Ralph and Green , Mark . 1972 . “Crime in the Suites” . NEW REPUBLIC , April 29 Mintz and Cohen, AMERICA, INC.;
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• Sethi . 1977 . UP AGAINST THE CORPORATE WALL , 3rd ed. , Englewood Cliffs, N. J. : Prentice‐Hall .
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• Nugent , Tom . 1973 . DEATH AT BUFFALO CREEK , New York : Norton . on the Buffalo Mining Co.);
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• Soble , Ronald and Dallos , Robert . 1975 . THE IMPOSSIBLE DREAM , New York : Putnam's . the Equity Funding Scandal); etc.
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• Scott , Rachel . 1974 . MUSCLE AND BLOOD: THE MASSIVE, HIDDEN AGONY OF INDUSTRIAL SLAUGHTER IN AMERICA , New York : Dutton . Read the many Nader Study Group and Task Force reports;
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• Robbins , William . 1974 . THE AMERICAN FOOD SCANDAL , New York : Morrow .
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• Demaris , Ovid . 1974 . DIRTY BUSINESS , New York : Harper's .
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• See the reports from the University of Michigan Panel Study on Income Dynamics. According to PARADE (June 13, 1976) in 1975 “17.3 percent of the population, or 33.2 million Americans, were living below the poverty level.”; And the United States does not have the highest standard of living even if the measurement is wealth per capita: we now rank fourth behind Switzerland, Sweden, Norway, and Denmark (PARADE, July 25, 1976).
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• Domhoff , William . 1967 . WHO RULES AMERICA? , Englewood Cliffs, N. J. : Prentice‐Hall .
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• Shostak and Gomberg , eds. 1964 . BLUE‐COLLAR WORLD , Englewood Cliffs, N. J. : Prentice‐Hall .
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• Galbraith , J. K. 1962 . AMERICAN CAPITALISM , Cambridge, Mass. : Houghton Mifflin . explains the supplanting of the competitive model, “based on the notion that markets were shared by many producers”; by the oligopoly model, based upon the notion of few sellers (pp. 40–41). By 1980, “seventy percent of the productive capacity in the noncommunist world will be controlled by 200 corporations”; according to
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• Key , Wilson . 1976 . MEDIA SEXPLOITATION , 15 New York : NAL . See Sethi, pp. 67ff.
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• Skornia , Harry . 1965 . TELEVISION AND SOCIETY , New York : McGraw‐Hill . “Considerable success seems to have been achieved in this effort through the mass media, in spite of the obvious fact that an adult citizen has a vote in government, whereas only the large stockholders have an effective vote in corporations and small stockholders almost none at all”; (p. 22)
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• TEACHING ABOUT DOUBLESPEAK, p. 45.
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• Sethi . ADVOCACY ADVERTISING AND LARGE CORPORATIONS 319 Nor would the pro‐business CONTROVERSY ADVERTISING sympathise with the strategies of this ad; see Chapter Eight
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