itive navigation of Internet sites through a graphical interface, expanded during the 1990s to become the most important component of the Internet. also known as the World Wide Web (WWW), this is the newest type of Mass Media there it reaches world wide, if one has a webpage made in Thailand someone in Colombia can see it. That is how amazing Internet is, distances become shorter and shorter. [17]:
· Everything you really need is a PC, some knowledge and ideas for designing your site, then search for the best Internet ad package for your advertising needs and budgets, choose from a variety of advertisement ways like Banner Advertisement, text advertisement; whether you want to work with pop-ups or pop-under, etc. All from the comfort of your home!
· Unlike TV commercials, which must be periodically updated, your Internet advertisement could go for some time without change. If they need updating, the amendment of the site or your ad is usually a very simple matter that can be done quickly and easily.
Disadvantages:
· If you use the Internet, you may be facing grave danger as your personal information such as name, address, credit card number etc. can be accessed by other culprits to make your tasks worse.
· Virus is nothing but a program which disrupts the normal functioning of your computer systems. Computers attached to internet are more prone to virus attacks and they can end up into crashing your whole hard disk, causing you considerable headache.
· This is perhaps the biggest threat related to your people s healthy mental life. A very serious issue concerning the Internet. There are thousands of pornographic sites on the Internet that can be easily found and can be a detrimental factor to letting people use the Internet. [2]
2.9 Specialty Advertising
are not allowed directly to influence programme content or editorial control. In television, food manufacturers and retailers are the largest category of advertisers.must be clearly distinguishable and separate from programmes. The time given to them must not be so great as to detract from the value of the programmes as a medium of information, education or entertainment.advertising is limited to an average of seven minutes an hour throughout the day and seven a half minutes in the peak evening viewing period. Advertising is prohibited in religious services and in broadcasts to schools. Independent television s teletext service carries paginated advertisements .:
· Can be attention grabbers if they are done well.
· Can give top-of-mind awareness.
· Gets your name in front of people.
Disadvantages:
· Difficult to target your market.
· Can be an inappropriate medium for some businesses.
· Difficult to find items that are appropriate for certain businesses. [1]
3. Negative effects of media
. 1 Experimental studies
of the best-known studies of the effects of violent television are experimental. This is a preferred method of many psychologists working in this field. Different conclusions have been made. Some studies prove that there are links between television viewing and antisocial behaviour. Others claim positive effects. And some show that there are no links at all.Bandura based his observational learning theory. These laboratory studies show that if people are exposed to aggression in the media, although this was set up artificially, they can become more aggressive. Previous researches have mostly relied on studies in artificial laboratory conditions, which can only provide limited kinds of evidence. In common all these studies had a principal weakness: they lack the real life experiences.Study on Media Culture s Negative Influence on people do apart from attacking the doll, if they were left there? Even the people know that the doll is not alive and does not suffer pain. [11]
. 2 Social Learning Theory
observational effect is also called Social Learning Theory. Albert Bandura used it specifically to explain media effects. Adults acquire attitudes, emotional responses and new styles of conduct through modeling of films and television. The major premise is that we learn by observing others. Four steps combine a cognitive view and an operant view of learning:
) Attention-the individual notices something in the environment
) Retention-the individual remembers what was noticed
) Reproduction-the individu...
