An Analysis of ‘The Advantages of TV Advertising vs. Print Advertising’

The purpose of this text is to inform and argue the advantages of both TV advertising and print advertising. The text is a slightly bias critique towards television advertising but only as print media is on a spiralling decline in audience consumption, while TV is on the rise. This article may even be an unfair match as TV advertising has the upper hand with video representation being a higher advantage than print advertisements. Not to mention, the significant difference between audience demographics.

The author of this article, Eric Dontigney, writes with 10 years of professional experience as well as receiving a Bachelor of Arts in philosophy with a psychology minor. With a clear distinct style of writing, Dontigney communicates his ideas in a lightly formal manner, engaging the audience with easy to understand language for the everyday person.

Business owners, advertising companies and media students are the likely audience for this article as these readers would be interested to learn the different mediums that make the most profit in advertising, and/or learn how media consumption is adapting to a digital age. As a communications and media student, I would be a part of the intended audience as my future goals are in the media business. Articles like this personally concern me as I have an interest to work in print media. However, according to this article circulation in print is declining which consequently means a decline in clientele and profit. The path to print extinction is increasing each day as society becomes more digitally driven.

By giving direct comparisons between television and print advertising to make his point, Dontigney expects the audience to be shocked and concerned for the fate of print media. It seems through Dontigney’s article that print advertising and media is running out of time to make an impact in today’s digital society. While that may be a correct assumption, it is understood that his argument is against print advertising, making it appear as though print is now irrelevant. Although, he doesn’t back up his views with factual statistics, rather just stated points, so how can one be sure?

Dontigney’s structure of the article is broken up into sections to allow easier reading for the intended audience. This provides a much easier way to digest the information given. The headings also allow an insight to the prepared information as well as demonstrate the areas of which TV advertising has an advantage.


Dontigney, E. ‘The Advantages of TV Advertising vs. Print Advertising’, Demand Media, viewed 20 April 2015


Sympathy for the Villain: Fictional vs Reality

Lately, we’ve seen movies with a perception twist. We find the back stories of villains and how they became ‘evil’, we can sympathise for them and they have redeemable qualities that we understand. They’re not so much the villain we think they are, movies such as Maleficent, X-Men Origins and theatre productions like Wicked, all give an insight to how the villain became the antagonist and shed a different light to how we see them.

Below is a short interview with Benjamin based on this idea.

Even in an established universe such as DC Comics’ Batman, we see an insight to the origin stories of characters and how they become villains. This has been adopted through popular culture by a recently aired television show, Gotham, where we see how Bruce Wayne became Batman and how the villains become villainous. Have you seen Gotham or a similar show where you see the origin stories of the characters, especially the villains? Do you sympathise for the villain more knowing their origin and how they became a villain?
I do watch Gotham but I don’t feel sympathy for the villain, but I’m empathetic towards them now understanding their history.

How often to you watch television shows or movies?
I watch both types pretty regularly. Shows are harder for me keep up to date with though.

In the movie, Maleficent, we see a twist from Disney’s 1959 Sleeping Beauty where the story is shown through the perspective of the evil fairy. However, Maleficent wasn’t always evil, a transformation of good turning evil is shown throughout the film. We discover that she turned bitter from betrayal and a broken heart. Did this make you feel more sympathy for the villain?
Yes. I felt especially sympathetic in the scene where the guy she loved betrayed her by cutting off her wings. In that moment, you didn’t see her in any light, she wasn’t good or bad; you just felt her pain. Both physical and emotional [pain].

(Watch below for the scene Benjamin is referring to)

Do you feel more connected to Maleficent and understand her story? How?
Yeah, I do feel for her. As the viewer, we learn about her background and how she becomes ‘bad’, but the other characters don’t understand why she is evil. So I feel sorry because no one understands her.

From watching the film Maleficent, does it make you like the villain more?
I wouldn’t say I like her any more but, I do empathise and sympathise with her more.

Have you watched any movies or TV shows where you have liked the villain more than the hero?
Yes, ‘Swordfish’! It’s one of the first movies that I actually liked the villain more and was happy he got away with it [stealing].

If so, what makes you like the villain more?
He was a smooth criminal and he was neither good nor bad, like Vin Diesel in ‘Fast and Furious’.

Final Note:
I would have to modify this interview for the future as it was only effective because my interviewee had previously seen the films and TV shows suggested. I also think the questions would only reach to a certain demographic, possibly a young generation like generation Y, as older movies had a stronger sense of good prevailing evil e.g. Western movies featuring John Wayne. Furthermore, a younger generation is more likely to be up to date with recent films but also understand older film approaches.