Post on 21-Dec-2015
transcript
Chapter 6: Special Audiences
• Do advertisers have to treat some audiences with greater sensitivity than their other constituencies?
• Does the purpose of the advertising coincide with the cognitive abilities of the audience?
This chapter deals with the concept of a special audiences, who they are and what their presence
means for the advertising industry.
Chapter 6 Cases
• Case 23: The Littlest Consumers
• Case 24: Selling Students to Advertisers?
• Case 25: Some Say “No” More Than Others
• Case 26: The Big Sell for a “Purely Regressive Tax”
• Case 27: The Vagina Dialogues
Products commonly advertised during children’s programming.
• Is it ethical to advertise to young children?
• If so, how can it be accomplished in a manner that provides a realistic picture of the value gained in the possible commercial exchange?
• How are parents supposed to filter advertising they have not seen?
Case 23: Additional links
How Toy Commercials Influence Kids – A parents companion to helping children navigate advertising.
Buy Me That! – A parent’s perspective.
Children and Advertising – What a child sees and how to combat it.
Children as Consumers – The facts and underlying issues.
Case 24: Selling Students to Advertisers?
• Facts– Empirical Definition
• Values• Loyalties• Principles
Mountain Dew, Eight Crazy Nights, Pepsi, Blockbuster, and Dude, Where’s My Car? were all recently advertised on Channel One.
• What are the benefits of media services in school?
• Should school be a haven from commercials?
• Has the school environment already been infiltrated?
Case 24: Additional links
Channel One – The official website includes news, games and advertisements.
Commercial Alert – A group opposed to commercials in schools, complete with links to other opposition sites.
Benefits of Channel One – Studies and history.Hidden Costs of Channel One – What are schools
losing?Video Clips – Watch the commercials and news
programs of Channel One.
Case 25: Some Say “No” More Than Others
• Facts– Empirical Definition• Values• Loyalties• Principles
Young girls dressed as their favorite cartoon characters, The Power Puff Girls.
Popular toys for children.
• What needs to happen to change a child’s initial response of “Buy me that!”?
• Who is responsible?
• What are the feasible alternatives?
Case 25: Additional links
Children’s Advertising – This website contains guidelines and cases involving advertising to children.
Advertising Doesn’t Increase Demands – An article about young consumer trends.
Effects of Advertising – How does advertising effect children psychologically?
Case 26: The Big Sell for a “Purely Regressive Tax”
• Facts– Empirical Definition• Values• Loyalties• Principles
Advertisements for lotteries across the nation.
• Would including the odds of winning be “protective”?
• Should advertisers be more socially responsible? How?
• Is the targeting of low-income individuals ethical?
Case 26: Additional links
Governing Lottery Advertising - The position of the American Advertising Federation.
To Restrict or Not to Restrict – The Florida Legislature debates this question of lotto advertising.
National Coalition Against Legalized Gambling – See how some activists are trying to change the lottery.
One of the posters advertising the show’s original run.
• Was it ethical for the billboard company to accept the advertising at all, or to accept it in this provocative style?
• Is the greatest good for the greatest number achieved when thousands have virtually no choice other than to see a message that may of may not interest them, but is certainly in a form that would offend some?