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 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?

Case 33: No Holds Barred - the Rise of Guerrilla Marketing Facts – Empirical Definition Values Principles Loyalties

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?

Case 33: Additional links Guerrilla MarketingGuerrilla Marketing – Website devoted to teaching how to best use guerilla marketing. The “official site” of guerrilla marketing. Guerilla marketing in the fastfood warsGuerilla 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' LivesGet 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 MarketerGuerilla Marketing v. Gorilla Marketer – Argues that guerilla marketing provides an effective means of competing with large corporations.

Case 34: Yo Quiero Stereotype? Facts – Empirical Definition Values Principles Loyalties Gidget the Taco Bell dog Other dogs used were Taco And Dinky.

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 Taco Bell and Latino StereotypesTaco Bell and Latino Stereotypes – Recorded interview with Maria Martin and significant Latino representatives over Taco Bell issue The Yo Quiero PhenomenonThe Yo Quiero Phenomenon – Audio and video clips from the 97 Taco Bell Advertisements. Hispanic Group to Taco Bell: "No Problema“Hispanic Group to Taco Bell: "No Problema“ – E! Online article regarding Latino group representatives attitudes towards commercials. Taco Bell DogTaco Bell Dog – History of the Chihuahua commercials used by Taco Bell.

Case 35: Making the Same Different: Parity Products Facts – Empirical Definition Values Principles Loyalties

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?

Case 35: Additional links Branding: Key Strategy in the Age of ParityBranding: 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 Lies & Deceptions: Problems of Truth and Accuracy – A look at deception in advertising.

Case 36: Defining Outrageousness Down Facts – Empirical Definition Values Principles Loyalties

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

Case 36: Additional links Miller ads lambasted yet again by Ad AgeMiller ads lambasted yet again by Ad Age – Background on the controversial “catfight” ads used by Miller to market its beer. Miller Catfight CommercialMiller Catfight Commercial – View the original commercial here. Troubling TV adsTroubling 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 WomenTV Commercials Exploit, Ridicule or Sideline Women – Criticizes the portrayal of women in commercials such as the Miller catfight ads. The Miller Lite Commercial ControversyThe Miller Lite Commercial Controversy – An alternate view on the Miller Lite controversy.

Case 37: Anorexic Chic? Facts – Empirical Definition Values Principles Loyalties

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?

Case 37: Anorexic Chic? Body Image & AdvertisingBody Image & Advertising – A comprehensive look at advertising and its effects on men and women’s body image. Advertising ImagesAdvertising Images – Images from advertisements that use ultra-thin women to sell their product. Advertising ImagesAdvertising 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 sightedBanning thin models is short sighted – Argues that banning ads with thin models in not the answer to the underlying problem.