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23-04-21 AdvertisingRegulationMIT3214 1
Advertising and Controversy
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Why Regulate?1. Unfair commercial practices re: false claims
2. Protect young, susceptible to manipulation
3. Risky products (alcohol/tobacco)
4. Pritchard/Vogt, -Advertising & Marketing Law in Canada- (2009, 3rd ed.)
Ad Regulation (State)
Industry Canada Competition Act/Competition Bureau http://www.cb-bc.gc.ca/eic/site/cb-bc.nsf/eng/0277
6.html Advertising as Information-in-Marketplace Thesis
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Advertising Regulation (State)1. CRTC (Code for Broadcast Advertising)
1. http://www.crtc.gc.ca/eng/info_sht/b300.htm
2. CBC1. www.cbc.radio-canada.ca/docs/policies/advertisi
ng.shtml
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Advertising Standards Canada Canadian Code of Advertising Standards 2007 Ad Complaints Report http://www.adstandards.com/en/standards/
2007AdComplaintsReport.pdf 1445 complaints; 193 upheld (13%) TV (59%); Internet (8%) Categories:
1. Retail 2. Food/Supermarket 3. Automotive Clause 14 (Unacceptable Depictions); Clause 1
(Accuracy); Clause 10 (Safety)
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One Citizen’s Complaint
Advertising Standards Canada
Saab Ad Overt Meaning Implied Meaning
Multiple levels of communication
High-Risk Products
Tobacco, Alcohol, Pharmaceuticals
Brand switching Ad ban/regulation and
Marketing Innovation/ Creativity
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Tobacco Promotion: Advertising BansPhase One: Pre-1988 Voluntary restrictions
(radio/TV) Some newspapers ban
Phase Two: Tobacco Products Control Act, 1988
advertising ban Sponsorship restrictions Health warnings
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Tobacco Products Control Act (TPCA) Most severe restriction
of commercial speech Canada as world leader
in tobacco control
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Court Challenge (1990s)Tobacco Companies: restrict commercial free speech legal product Other unhealthy products brand switchers only
Ottawa: Advertising’s persuasive effect Promotes youth
smoking/starters low tar/nicotine promotion
deceptive
Supreme Court Ruling: 1995
Strike down Tobacco Products Control Act
Total ban too severe Ban OK for lifestyle/
minors-directed ads But not “informational” or
brand ads
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Tobacco Act, 1997
Distinguish btwn information/brand (allowed) and lifestyle/image (banned) advertising
Info/brand advertising allowed: publications (85% adult readership) mailed to
adult individuals signs where minors not allowed (bars)
upheld by Supreme Court, 2007
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Social Acceptability/Advertising reinforce social
acceptability of smoking
lessen health worries stronger self image
among smokers promote starters
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Sponsorship Advertising, 1980s/2003 Export A/Team Player's
car racing/sports Matinee Fashion Foundation du Maurier Arts Council Benson & Hedges –Gold
Club Series “Squeezing the Balloon”
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Sponsorship Ads
social acceptability neutralize health concerns
(no warnings) Fairness Doctrine/US
lifestyle advertising “stealth marketing”
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du Maurier Arts Council (1971-2003) $58 million to:
Performance groups; visual arts groups
Tobacco Canada Artistic Development Board Council, 2003 visual arts, cinema, video, multi-
media programs 41 awards (2003/04)
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Context
Declining state support for arts (1990s)
rising business support ITL philanthropy and
post-secondary sector 15 to 30% of overall
donations in 2000s
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Why universities/colleges?
Respectability/Legitimacy Young adult market (19+) Good Publicity
Help “Starving Students”
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Why Artists?
individualism/independence freedom avant-garde dissent, social critique creativity Authenticity
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Philip Morris/Art Sponsorship Early corporate art
sponsor (1960s) Avant-garde/
contemporary art Pop Art Conceptual Art
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Philip Morris and Pop Art
“11 Pop Artists” 1965 A. Warhol R. Lichtenstein
Europe/US 2-yr tour credibility of Pop Art PM as Sponsor
commissioned works
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Pop Art
Radical break with Abstract Expressionism
Material goods, Hollywood, comics, celebrity
Consumer Art
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Pop Art: “11 Pop Artists”
1. consumer good as High Art
2. innovative art=innovative firm
3. non-political art
4. individual expression/choice in consumer society
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Conceptual Art
PM sponsor shows in late 1960s/70s Richard Serra, Eva Hesse challenge very definition of Art
affirm conceptual underpinning, not execution or object as art
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Conceptual Art –R. Serra
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Conceptual Art- Eva Hesse
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Conceptual Art: Bruce Nauman
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PM and Jasper Johns
1. Retrospective 1977
2. gallery goers/ creating goodwill with “opinion leaders”
3. A/B classes
4. Legitimacy Crisis
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Creativity/Business Innovation1. Theory Y/ 1960s/70s
2. Marketing ethos
Employee Morale
1. Internal culture
2. Recruitment and retention
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Corporate Image/Public Relations Not brand promotion Art audiences, small; A/B classes
Smokers C/D classes (festivals, sports, etc.) Goodwill re: political/business elites Pierre Bourdieu /symbolic/cultural capital Art and “The Good, The True, The Beautiful”
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Exchanging Capital (Bourdieu)
1Financial capital Sponsor Philip Morris
2 Symbolic capital Sponsored artist/museum
3. image/transfer to company goodwill
dollar value neutralize critics (state;
health lobby)
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Art/Tobacco Companies
Corporation/Marketplace Employee relations progressive corporate image ‘cutting-edge’ marketing
Public Sphere ideology Individual freedom/commercial
speech challenge social status quo/public
authority cultural capital (social/political
power)