Controversies in contemporary advertising
Kim Bartel Sheehan (Author)
A student focused exploration of economic, political, social, and ethical perspectives on advertising, covering issues such stereotyping, controversial products, consumer culture, and new technology
1 online resource (xvii, 311 pages) : illustrations
9781483309996, 9781483315430, 1483309991, 1483315436
1250022193
1. Advertising, its supporters, and its critics
an approach to advertising and ethics
Advertising's role in society
Economic role
Information role
Entertainment role
Role of critics in society
Types of advertising criticism
Case study: Groupon
2. Living in a consumer culture
Advertising : informational and transformational
Advertising and brands
Branding
Globalization, advertising, and meaning
Active and passive consumers
Consumers and manipulation
Case study: McDonald's
3. Advertising and the media : changes and challenges
Global media landscape
Vertical integration
horizontal integration
Blurring content lines
Influence of the Internet
Advertisers' challenges an concerns
Case study: Converse and CGM
4. How advertising is regulated : government and industry
Advertising regulation in content
Advertising and freedom of speech
First Amendment protection of advertising in the United States
False and deceptive advertising
Advertising self-regulation
Case study: Hyland Auto Sales
5. Beyond subliminal : the pervasiveness of persuasion
Persuasive content and subliminal messages
Product placement
Product placement in film
Product placement in television
Advertising and editorials
Intended effects
The Von Restorff effect
Unintended effects
Case study: Green product placement
6. Advertising choices : influences of stereotypes and taste
Stereotypes in advertising
How stereotypes work
Cultivation theory
Social identity theory
Expectancy theory
Sensitivity, taste, and advertising
Choices in advertising
Case study: Aspirational messages in China
7. Gender and advertising : how gender shapes meaning
Gender and information processing
Gender and stereotypes
Role portrayals
Beauty stereotypes
Decorative and sexual stereotypes
Role-product congruity
The theory that sex sells
Objectification
Advertising's responsibilities to men and women
Case study: Seventeen Magazine
8. Advertising and race : examining the melting pot
Minorities in the United States
Marketing and advertising to minorities
Portrayals of ethnic groups
Assimilation and acculturation
Marginalization and invisibility
False perceptions of diversity
Fetishization
Advertising, minorities, and the future
Case study: Fair & Lovely
9. Advertising and age, sexual orientation, and ability : marginalized or mainstreamed?
Advertising and elders
Person with disabilities
Lesbian, gay, transgender, and bisexual populations
Invisible populations
Case study: Liberty Mutual. 10. Children and advertising : emerging consumers, problematic strategies
Children as consumers
Children as brands
Children as vulnerable consumers
Children, advertising, and the learning process
Social learning theory
Media as curriculum
Regulation of advertising directed to children
Criticism of advertising directed to children
Case study: Should sodas be taxed?
11. Advertising controversial products : bans and beliefs
Nature of controversial products
Rite-of-passage products
Sexually oriented products
Company philosophy
Ban or not to ban advertising of controversial categories?
Freedom of speech
Approaches to controversial advertising
Temperance or moderation messages
Warning labels
Content restriction
Tax issues
Case study: Advertising guns
12. Tobacco and alcohol advertising : industries in flux
Regulation of tobacco and alcohol advertising
Criticisms of tobacco and alcohol advertising
Case study: Tobacco and LGBT consumers
13. Advertising prescription drugs : healthy tactics or risky propositions?
Types of DTC advertising
Guidelines for DTC brand advertising
Creation of distrust
Case study: EpiPen and the FDA
14. Political advertising : do "we the people" still matter?
Definitions of political advertising
Freedom of speech and political advertising
Process of political advertising
The future
Free airtime
Regulate the Internet?
Public financing of campaigns
Longer spots
Codes of conduct
Case study: Broadcasting disclosures of political advertising
15. Socially responsible advertising : does a brand have a conscience?
Corporate images and values
Socially responsible advertising
Increase in socially responsible messages
Increased interest in causes
Stakeholder concerns
Creating socially responsible advertising
Relevance
Clarity
Demonstrate caring
Assess commitment
Balance of cause and company
Provide solutions
Track results
Case study: Greengrocers
16. Online advertising : the ever-evolving landscape
Brief history of the Internet
Internet today
Global medium
Interactive medium
Lightly regulated medium
Influential medium
Ubiquitous medium
Current challenges
Context issues
Data collection and privacy
Copyright issues
Transparency
Crowdsourcing
Case study: Behavioral targeting
17. Advertising : being ethical advertisers in a challenging age
Becoming authentic
Agencies and advertising
Case study: A personal brand