Download Entertainment

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 Marketing – Website devoted to teaching how to best
use guerilla marketing. The “official site” of guerrilla marketing.
Guerilla 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' Lives – Examines some of
the ways that guerilla advertising could potentially become too
intrusive.
Guerilla 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 Stereotypes – Recorded interview with
Maria Martin and significant Latino representatives over
Taco Bell issue
The Yo Quiero Phenomenon – Audio and video clips from
the 97 Taco Bell Advertisements.
Hispanic Group to Taco Bell: "No Problema“ – E! Online
article regarding Latino group representatives attitudes
towards commercials.
Taco 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 Parity – Article
about the importance of branding products in a
time when there is so much parity.
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?
Smartbeep ad
• 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?
Case 36: Additional links
Miller ads lambasted yet again by Ad Age – Background on
the controversial “catfight” ads used by Miller to market
its beer.
Miller Catfight Commercial – View the original commercial
here.
Troubling 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 Women –
Criticizes the portrayal of women in commercials such as
the Miller catfight ads.
The 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 & Advertising – A comprehensive look at
advertising and its effects on men and women’s body image.
Advertising Images – Images from advertisements that use
ultra-thin women to sell their product.
Advertising 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 sighted – Argues that banning
ads with thin models in not the answer to the underlying
problem.