11 - 1/18/10 Criticizing Advertising: Beliefs, Attitudes...

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1/18/10 Criticizing Advertising: Beliefs, Attitudes and Myths o Advertising works best with the stream I.E. Angry Ads- advertisers working with the recession to their advantage. “Me too” –jumping on the bandwagon Evaluate the role of Criticism Critics credentials o See if they are credible o Critics view of the consumer Recency of criticism o If it’s relevant or not to the times or what we are talking about o Does it pertain to the issues we are talking about Type of harm identified o Direct- seen as a direct harm to the consumer- they are mislead i.e. Diet Ads o Indirect- issue that caused harm that was not seen before Objective reasoning used o Evaluate with little bias as possible, not taking your own opinion o Involves research and facts Critics’ view of the consumer o Sometimes consumers are viewed as powerless and are taken advantage of o Nonrational-rational Usefulness of the criticism o How it can be applied to the critic of the advertisement and
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11 - 1/18/10 Criticizing Advertising: Beliefs, Attitudes...

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