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Advertising and Integrated Brand Promotion Part 3: Social Obligations The line For discussion: At what point do you feel that advertising becomes intrusive, offensive, or overwhelming? What do you feel this way, and how do you respond to those ads? Let’s take a look a the Pro’s and Cons Pro: advertising informs Advertising educates consumers for them to make informed decisions Consumers can become aware of their own personal tendencies in reference to “ad persuasion” Information leads to reduced product search time, and cost. Con: superficial and intrusive Advertisements carry very little, if any, product information. Information present is biased, limited, and deceptive Cater towards an emotional or pleasure aspects Spam, pop-ups, cross promotion, sponsors, product placement is too much. Pro: Lowers the cost of products Advertising encourages production on a larger scale, and thus manufacturing costs are lower, and passed to the consumer. Speed and scope of ads means innovation spreads quicker Showcases a greater variety of choice. Competition between brands stimulates manufacturers to improve Con: wastes resources, and raises the standard of living Does not stimulate demand, only shifts demand from one product to another, and this shift causes people to spend more money. Widens the gap between the rich and poor Pro: more sensitive and diverse Showcases positive role models, and gender equality Ethnic diversity creates a global awareness Introduces consumers to other cultures Con: offensive and stereotypical Only portray people looking like their target audience Stereotypes gender roles, agism, ethnic peoples, and social classes Aim to be rude as a means to get your attention Can be controversial for segments of the population (even unintentionally) Sexism QuickTime™ and a decompressor are needed to see this picture. Pro: fosters affordable mass media Television, radio, newspapers, websites and magazines are all support through ad revenue. Allows for use of noncommercial advertising Con: creates needs Makes people feel they should buy things they don’t really need. Preys on the weak. Pro: addresses a wide variety of basic human needs Cater to our desire for: Biological- Hunger, thirst, bodily functions Safety- protection, comfort Love and Belonging- emotional attachment Esteem- status and prestige Activity Using Google Slides: I want you to create a 6 slide presentation finding print ads that target the basic human needs. The slides need to be arranged as follows: 1- Title of work, and your name 2-5- 2 Ads per page, per need 6- A one paragraph opinion on whether or not you agree with the pro’s or con’s of advertising.