Chapter 6: Special Audiences Do advertisers have to treat some audiences with greater sensitivity than their other constituencies? Does the purpose of.

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Presentation 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

Facts– Empirical Definition Values Loyalties Principles Case 23: The Littlest Consumers

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 KidsHow Toy Commercials Influence Kids – A parents companion to helping children navigate advertising. Buy Me That!Buy Me That! – A parent’s perspective. Children and AdvertisingChildren and Advertising – What a child sees and how to combat it. Children as ConsumersChildren 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 OneChannel One – The official website includes news, games and advertisements. Commercial AlertCommercial Alert – A group opposed to commercials in schools, complete with links to other opposition sites. Benefits of Channel OneBenefits of Channel One – Studies and history. Hidden Costs of Channel OneHidden Costs of Channel One – What are schools losing? Video ClipsVideo 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 AdvertisingChildren’s Advertising – This website contains guidelines and cases involving advertising to children. Advertising Doesn’t Increase DemandsAdvertising Doesn’t Increase Demands – An article about young consumer trends. Effects of AdvertisingEffects 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 AdvertisingGoverning Lottery Advertising - The position of the American Advertising Federation. To Restrict or Not to RestrictTo Restrict or Not to Restrict – The Florida Legislature debates this question of lotto advertising. National Coalition Against Legalized GamblingNational Coalition Against Legalized Gambling – See how some activists are trying to change the lottery.

Case 27: The Vagina Dialogues Facts– Empirical Definition Values Loyalties Principles

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?

Case 27: Additional links The Vagina MonologuesThe Vagina Monologues – Reviews and articles of the show. Trouble in IndiaTrouble in India – Read about the provocative show’s outing in one nation. V-DayV-Day – This organization that fights violence against women was spawned from the show.