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Chapter 6: Special Audiences. This chapter deals with the concept of a special audiences, who they are and what their presence means for the advertising industry. Do advertisers have to treat some audiences with greater sensitivity than their other constituencies?
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Chapter 6: Special Audiences This chapter deals with the concept of a special audiences, who they are and what their presence means for the advertising industry. • 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?
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
Case 23: The Littlest Consumers • Facts– Empirical Definition • Values • Loyalties • Principles
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 Kids – A parents companion to helping children navigate advertising. Buy Me That! – A parent’s perspective. Children and Advertising – What a child sees and how to combat it. Children 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 One – The official website includes news, games and advertisements. Commercial Alert – A group opposed to commercials in schools, complete with links to other opposition sites. Benefits of Channel One – Studies and history. Hidden Costs of Channel One – What are schools losing? Video 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 Advertising – This website contains guidelines and cases involving advertising to children. Advertising Doesn’t Increase Demands – An article about young consumer trends. Effects 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 Advertising - The position of the American Advertising Federation. To Restrict or Not to Restrict – The Florida Legislature debates this question of lotto advertising. National 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 Monologues – Reviews and articles of the show. Trouble in India – Read about the provocative show’s outing in one nation. V-Day – This organization that fights violence against women was spawned from the show.