Date post: | 02-Jan-2016 |
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*Non-profit organization
*Mandate is to maintain consumers’ confidence in advertising
*Two divisions
*Canadian code of Advertising Standards handles complaints from special interest groups and consumers.
*The other previews ads, helping advertisers adhere to codes and standards
*These codes are designed to help set and maintain standards of accuracy, fairness, honesty, truth, and appropriateness in advertising.
*They include: (see next slide)
*Advertising to children
*Disguised advertising
*Price claims
*Bait and switch
*Guarantees
*Comparative Advertising
*Testimonials
*Professional or scientific claims
*Imitation
*Safety
*Superstitions and Fears
*The purpose of the Broadcast Code for Advertising to Children is to serve as a guide for advertisers when preparing commercial messages for children. *Children, especially young children, live in
a world that is sometimes real and sometimes imaginary and sometimes they are unable to distinguish between the two.
*The code encourages advertisers to recognize these special characteristics when advertising to an audience of children.
*Below is a list of codes to abide by when advertising to children: (next slide)
*Factual Presentation*product Prohibitions*Avoiding Undue Pressure*Scheduling*Promotion by Program Characters, Advertiser-
Generated Characters and Personal Endorsements*Price and Purchase terms*Comparison Values*Safety*Social Values*Substantiation required*Assessment
*Have you heard of the expression "sex sells"?
* Women, and often parts of women, are used in advertising to help promote, market and sell products (in many ads, the same can be said about men).
*As young girls grow up, the portrayal of women in media can impact the way they think about themselves and their perception of beauty.
*As you've studied, many ads feature a constructed and false reality, thanks to Photoshop and other trickery.
*In fact, some celebrities are now insisting that magazines feature honest, unaltered photos of them, hoping to promote a more authentic image.
*Killing us Softly: Media's view of women
• Can this portrayal be changed? If so, how?
• Do you think this will make a difference?• In the following TED video, the presenter argues that
social media can help. • Since women outnumber men in the use of social media
and online activity, she argues that corporations will eventually hire more women in positions of leadership.
http://www.ted.com/talks/lang/en/johanna_blakley_social_media_and_the_end_of_gender.html
*For fun, you can play around with this Gendered Advertising Remixer to remix "girl" and "boy" ads.
*Do you think these ads promote a gender stereotype or reflect an actual difference between boys and girls?
*Companies work hard to get consumers of all ages to recognize their brands early, and for life. One of the ways people associate with a brand is by a logo. How well can you recognize logos? Do you think they have an influence over what you choose to purchase as a consumer?*The Brand Alphabet*Retail Alphabet Game*Time to go to work!