ch.3 - Ch. 3 Advertising & Society I t is...

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Unformatted text preview: Ch. 3 Advertising & Society I t is important for advertisers to consider what impact their work has on society o Most advertising is used for good or neutral purposes, meaning they act in a way thats social responsibility. o Microsoft leads the list in top 20 socially and environmentally responsible companies..page 66 Demand Creation Debate Demand Creation- an external message drives people to feel a need or want Companies often invest much money on research to find out what consumers want before they launch new products Ex: Odorano- people didnt use deodorant until 1919- targeted women first because everyone thought men were supposed to emit bad odors. Axe and Gilletes Tag- men scented body spray Shape vs. Mi rror Debate How much does advertising influence society? At what point does advertising cross the line between reflecting social values and creating them? Do ultra-thin models in ads cause young women to have eating disorders? Critics argue that advertising can create social trends and has the power to dictate how people think and act o An individual ad may not control our behavior, the cumulative effects of nonstop television, radio, print, Internet and outdoor ads can be overwhelming Advertisers believe that advertisements mirror values rather than set them One example of using advertising to t ry to change society and improve the world while still selling products is the RED campaign o Purpose of this campaign is to sell products to help fight AIDS and H IV in Africa Does advertising cause people to think about ways to eliminate AIDS and HIV in Africa or does it mirror a societal concern for Africans welfare? Overcommercialization Debate Does advertising lead people to be too materialistic? Advertising heightens expectations and primes the audience to believe that a product is the answer o Have a headache? Take an aspirin. Instead of taking a nap, drinking more water, get some fresh air Another facet of this debate relates to a problem that emerges if the walls blur between advertising and news and entertainment o Coke has 2676 occurences of product placement in American Idol and 16.9 percent of viewers are under 16 ***Consumers are not passive sponges who always do what advertisers tell them. They have the power to refuse a product.*** Other Social Responsibility Issues- 1. Taste and offensive advertising a. Viewer reactions are affected by such factors as sensitivity to the product category, timing (received in the middle of dinner) whether the person is alone or with others. Some ads might be awkward for the parents if they are with their kids b. Questionable ads become offensive in the wrong context-advertisers were outraged when they found out a special was on O.J. Simpson discussing how he would have killed Nicole had he committed the crime c. Questions of taste change over time. Based on sexual innuendo, nudity, vulgarity, and violence d. Can be acceptable for the target audience but offend the general audience. Can be acceptable for the target audience but offend the general audience....
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This note was uploaded on 02/24/2011 for the course ADV 3008 taught by Professor Weigold during the Spring '08 term at University of Florida.

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ch.3 - Ch. 3 Advertising & Society I t is...

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