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Domestic and Foreign Advertising in Television and Mass Media Growth

其他書名	A Case Study of Brazil
出版	University of Texas at Austin, 1982
URL	http://books.google.com.hk/books?id=nYeXNwAACAAJ&hl=&source=gbs_api

註釋The historical evolution of the relationship of the foreign and domestic advertising industry and the Brazilian mass media, primarily television, is examined within a framework of the socioeconomic and political policies of development adopted by the military regime since 1964. The evidence shows that the socioeconomic and political context of the country has directly and indirectly affected the development of the advertising and mass media industries. These industries have benefited from the socioeconomic policies adopted by the military regime over the past eighteen years. As a reflection of economic development, centered on rapid industrialization (based on foreign technology and foreign capital), not only was there a sharp increase in advertising expenditures, but also growth of the mass media, principally television. In Brazil, media ownership is reserved by law only for Brazilians, and broadcasting is conducted through the concession of licenses. Besides mass media dependency on official subsidies, they are dependent on foreign technology (printing machines and broadcasting equipment), on raw material (newsprint) and on advertising support. Brazil is among the ten countries in the world that have the largest advertising expenditures. The country's largest group of advertisers are MNCs; the largest individual advertiser, however, is the government. Television receives about 40 percent of the total advertising expenditures in the country. The top 20 advertising agencies control 32 percent of the total expenditures. From 1930 to the mid-1970's foreign advertising agencies dominated the market, and Brazilian advertising agencies, and therefore the mass media, were directly influenced by them. The shape of domestic agencies, the transference of techniques, and the training of admen were all influenced by foreign agencies. Today, however, among the ten largest agencies, seven are domestic, thanks to a government policy of granting its advertising accounts only to national agencies. The evidence leads to the conclusion that the government is the driving force behind the nationalization and growth of the mass media and advertising industries in Brazil. It also shows that the changes of the last 18 years in these industries have reflected the national economic model of development adopted by the military regime since 1964