In what way do media and advertising work together?

Media and advertising work together in that ads placed in mass media forums generate the finances needed to keep the media afloat. “ Advertising, in fact, is essential to a prosperous society. Advertising also is the financial basis of important contemporary mass media” (Vivian, 297). Advertising is a major component of modern economics because it is the vehicle that provides information and rationales to the people to help them decide what to purchase. Although it may be hard to see, advertising works with the media in an important way, because it provides the funding needed to keep mass media forums on top. Advertising is a product of great forces that have shaped modern society, but without the mass media there would be no vehicle to carry advertisements to mass audiences. Media relies on advertising for its revenue, and similarly advertising relies on media to spread the word about products in which it seeks to gain an audience from. Media and advertising have a beneficial relationship with one another because they use each other for financial purposes, the media relies on the money that advertisers pay to place ads within them, where as the advertisers rely on the space that they pay for to generate a mass awareness of their products and hopefully acquire potential buyers. “Modern consumer economies are driven by the demand stirred by advertising for products” (Vivian, 319) and the media is the place where these advertisements are placed.