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Chapter 8: How to Say It. What moral responsibility do advertisers have to the public? What is the line between responsible advertising and offensive ads or invasion of privacy? Just because something is legal, does that make it good for the public?. Chapter 8: How to Say It.

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Chapter 8 how to say it l.jpg
Chapter 8: How to Say It

  • What moral responsibility do advertisers have to the public?

  • What is the line between responsible advertising and offensive ads or invasion of privacy?

  • Just because something is legal, does that make it good for the public?


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Chapter 8: How to Say It

  • Case 33: No Holds Barred - the Rise of Guerrilla Marketing

  • Case 34: Yo Quiero Stereotype?

  • Case 35: Making the Same Different: Parity Products

  • Case 36: Defining Outrageousness Down

  • Case 37: Anorexic Chic?


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Case 33: No Holds Barred - the Rise of Guerrilla Marketing

  • Facts – Empirical Definition

  • Values

  • Principles

  • Loyalties


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  • Guerrilla Marketing is a new form of marketing that is becoming increasingly common.

  • What should the balance be between healthy creativity and unhealthy intrusiveness when it comes ot guerrilla advertising?

  • How should guerrilla marketers combine social responsibility with their tactics?

  • How far is to far when it comes to guerrilla marketing?


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Case 33: Additional links becoming increasingly common.

Guerrilla Marketing – Website devoted to teaching how to best use guerilla marketing. The “official site” of guerrilla marketing.

Guerilla marketing in the fastfood wars – Some examples of ads used in a guerilla marketing campaign.

Get Real! New Ways Advertisers are Integrating Communications into Consumers' Lives – Examines some of the ways that guerilla advertising could potentially become too intrusive.

Guerilla Marketing v. Gorilla Marketer – Argues that guerilla marketing provides an effective means of competing with large corporations.


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Case 34: Yo Quiero Stereotype? becoming increasingly common.

  • Facts – Empirical Definition

  • Values

  • Principles

  • Loyalties

Gidget the Taco Bell dog

Other dogs used were Taco

And Dinky.


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Images to the left are from the 1997 Taco Bell “Yo Quiero” Campaign as well as the failed “Frito Bandito” Campaign. Images include commercials as well as merchandise.

Are our commercials less blatant than 20 years ago?

if so are they capable of doing damage to social perception and self-image?

What are ethical dimensions with Dinky and his highly memorable ads?

Would other, less controversial representational forms seem more viable than the dog?


Case 34 additional links l.jpg
Case 34: Additional links Quiero” Campaign as well as the failed “Frito Bandito” Campaign. Images include commercials as well as merchandise.

Taco Bell and Latino Stereotypes – Recorded interview with Maria Martin and significant Latino representatives over Taco Bell issue

The Yo Quiero Phenomenon – Audio and video clips from the 97 Taco Bell Advertisements.

Hispanic Group to Taco Bell: "No Problema“ – E! Online article regarding Latino group representatives attitudes towards commercials.

Taco Bell Dog – History of the Chihuahua commercials used by Taco Bell.


Case 35 making the same different parity products l.jpg
Case 35: Making the Same Different: Parity Products Quiero” Campaign as well as the failed “Frito Bandito” Campaign. Images include commercials as well as merchandise.

  • Facts – Empirical Definition

  • Values

  • Principles

  • Loyalties


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  • Many of the products on today’s market are almost identical to eachother, for example, the ones at left.

  • How ethical is it to market two identical products as being different?

  • Just because something is legal does that make it good?

  • Is what is legal necessarily good for the public?


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Case 35: Additional links identical to eachother, for example, the ones at left.

Branding: Key Strategy in the Age of Parity – Article about the importance of branding products in a time when there is so much parity.

Lies & Deceptions: Problems of Truth and Accuracy – A look at deception in advertising.


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Case 36: Defining Outrageousness Down identical to eachother, for example, the ones at left.

  • Facts – Empirical Definition

  • Values

  • Principles

  • Loyalties


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  • Many television ads today come dangerously close to the line of what is acceptable.

  • Should there be limits to how far advertisers go to get noticed? If so, who should set them?

  • Should advertisers be allowed to come into people’s homes with messages that many may object to?

  • Are people in our culture more tolerant than they used to be?

Smartbeep ad


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Case 36: Additional links of what is acceptable.

Miller ads lambasted yet again by Ad Age – Background on the controversial “catfight” ads used by Miller to market its beer.

Miller Catfight Commercial – View the original commercial here.

Troubling TV ads – Talks about the increase in questionable commercials aired while children are watching and some suggestions on what to do about it.

TV Commercials Exploit, Ridicule or Sideline Women – Criticizes the portrayal of women in commercials such as the Miller catfight ads.

The Miller Lite Commercial Controversy – An alternate view on the Miller Lite controversy.


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Case 37: Anorexic Chic? of what is acceptable.

  • Facts – Empirical Definition

  • Values

  • Principles

  • Loyalties


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Many supermodels today are ultra-thin. What kind of image are they presenting to young women?

  • Do advertisers have an ethical responsibility to the consumers they are trying to draw in?

  • What can the media and individuals do to get rid of the notion that to beautiful you must be ultra-thin?

  • How could the “veil of ignorance be used in this situation?


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Case 37: Anorexic Chic? are they presenting to young women?

Body Image & Advertising – A comprehensive look at advertising and its effects on men and women’s body image.

Advertising Images – Images from advertisements that use ultra-thin women to sell their product.

Advertising Images – A look at advertisements that show ultra-thin women in sexy contexts and tell how they affect young women.

Banning thin models is short sighted – Argues that banning ads with thin models in not the answer to the underlying problem.


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