Transcript Document

Advertising
Is it always good for you?
Advertising in TV
• Children and adolescents view 40,000
ads per year on TV alone.
• Much of children's viewing occurs
during prime time, which features nearly
16 minutes/hour of advertising.
• A 30-second ad during the Super Bowl
now costs $2.3 million but reaches 80
million people.
Super bowl Ad
Television and Movie Theaters
• A 2000 FTC investigation found that violent
movies, music, and video games have been
intentionally marketed to children and
adolescents.
• Movie theaters have agreed not to show
trailers for R-rated movies before G-rated
movies in response to the release of the FTC
report, children continue to see advertising for
violent media in other venues.
In Public Places and
Magazines
• M-rated video games, which according
to the gaming industry's own rating
system are not recommended for
children younger than 17 years, are
frequently advertised in movie theaters,
video game magazines, and
publications with high youth readership.
In the News -
Boston Subway Bans GTA Ads
By Chris Kohler EmailDecember 13, 2006 |
3:37:43 PM
Massachusetts Bay Transport
Authority has banned
advertisements for M-rated
video games from appearing in
Boston's subway system
In Public Places and
Magazines
Transportation systems need funds and
alcohol companies are willing to provide
money for ad space.
A Sobering Plan to End
Subway Alcohol
Advertising
Posted by Michael Clancy at 11:19 AM,
November 12, 2007
Alcohol advertising might pump muchneeded revenue into the Metropolitan
Transportation Authority’s offers, but
Brooklyn Assemblyman Felix Ortiz is
moving to stop such spirituous solicitations,
all in the name of public health and, of
course, the children.
Print Media
• According to the Consumer's Union, more
than 160 magazines are now targeted at
children.
• Young people see 45% more beer ads and
27% more ads for hard liquor in teen
magazines than adults do in their magazines.
• Despite the Master Settlement Agreement
with the tobacco industry in 1998, tobacco
advertising expenditures in 38 youth-oriented
magazines amounted to $217 million in 2000.
Tobacco Advertising
• Tobacco manufacturers spend $30 million/day ($11.2
billion/year) on advertising and promotion.
• Two unique and large longitudinal studies have found that
approximately one third of all adolescent smoking can be
attributed to tobacco advertising and promotions.
• More than 20 studies have found that children exposed to
cigarette ads or promotions are more likely to become smokers
themselves.
• Recent evidence has emerged that tobacco companies have
specifically targeted teenagers as young as 13 years of age.
Rep. Larry Crow, R-Palm Harbor, holds up a "Joe
Camel" ad from a teen magazine on the House floor
showing the cigarette mascot.
Associated Press / December 5, 2007
HARRISBURG, Pa. - An illustrated section packaged with Camel ads
in Rolling Stone magazine violates the tobacco industry's nine-yearold promise not to use cartoons to sell cigarettes, prosecutors in
various states said yesterday.
In 2000, tobacco companies spent $59.6 million in advertising for the most popular
youth brands in youth magazines. That year, magazine ads for the three most popular
youth brands (Marlboro, Newport, and Camel) reached more than 80% of young people
in the U.S. This is a Chinese ad. Due to Chinese government regulations on cigarette
advertising, the promotional ashtrays cannot carry the Malboro logo, but they can
suggest the brand identity through their colors.
Alcohol Advertising
• Alcohol manufacturers spend $5.7 billion/year
on advertising and promotion.
• Young people typically view 2,000 beer and
wine commercials annually, with most of the
ads concentrated in sports programming.
• During prime time, only 1 alcohol ad appears
every 4 hours; yet, in sports programming,
the frequency increases to 2.4 ads per hour.
Alcohol Advertising
Youth see more TV commercials for beer
than for sneakers, gum or jeans
"The industry's own guidelines are so
permissive that, in practice, they amount to no
limits at all. It is like a promise not to drive
faster than 125 miles per hour – that doesn't
slow you down much. These industry codes do
little to protect youth from ads that promote
alcohol consumption.”
One quarter of alcohol advertising on television
in 2001 was more likely to be seen by youth
than adults. Of the 208,909 alcohol
commercials on television in 2001, underage
youth, ages 12 to 20, were more likely than
adults of legal drinking age to have seen
51,084 of them or 24.5%.
Dr A. Kessler
Dean of the Yale University School of Medicine
and former U.S Food and Drug Administration
Commissioner
Alcohol Advertising
• Research has found that adolescent
drinkers are more likely to have been
exposed to alcohol advertising.
• Given that children begin making
decisions about alcohol at an early
age—probably during grade school—
exposure to beer commercials
represents a significant risk factor.
This ad for Heineken beer was in the October issue of ESPN Magazine.
The ad is from a joint advertising campaign for Heineken and Nintendo
called "Football Action at Your Fingertip." Winners receive a Nintendo
Video Game Cube.
This ad for St. Pauli
Girl beer appeared in
Sports Illustrated,,
Maxim, Aug 2004,
and other publications
regularly read by
youths.
Popular Brands
• Often make fun of drinking, sending a
message that it is “OK”
Teen clothing marketer, Abercrombie & Fitch, has once again started
alcoholizing its products, its catalog, and its website advertising. Some of the
company's t-shirts, sweat shirts, and jeans feature messages that blatantly
encourage or trivialize heavy – and potentially dangerous – drinking. The
products, such as the shirts below, target high school and college-age youth. We
found them and others on the A&F website and in the company's fall "Back to
School" catalog.
Cigarette and Alcohol
Advertising
• "Just Say No" as a message to
teenagers about drugs seems doomed
to failure given that $11 billion/year is
spent on cigarette advertising
The Internet
• More than 100 commercial Web sites
promote alcohol products.
– The content of these sites varies widely,
from little more than basic brand
information to chat rooms, "virtual bars,"
drink recipes, games, contests, and
merchandise catalogues. Many of these
sites use slick promotional techniques to
target young people.
The Internet
• In 1998, the Children's Online Privacy Protection Act
(Pub L No. 105–277) was passed, which mandates
that commercial Web sites cannot knowingly collect
information from children younger than 13 years.
These sites are required to provide notice on the site
to parents about their collection, use, and disclosure
of children's personal information and must obtain
"verifiable parental consent" before collecting, using,
or disclosing this information.
• Have you ever been asked personal
information on a web site?
Marketing Techniques
• Advertisers have traditionally used
techniques to which children and adolescents
are more susceptible, such as product
placements in movies and TV shows, tie-ins
between movies and fast food restaurants,
tie-ins between TV shows and toy action
figures or other products, kids' clubs that are
linked to popular shows, and celebrity
endorsements.
Pixar Toys at Brazilian
McDonalds 3.11.2006
www.hotrocket.ca/.../2006_03_01_archive.html
Food Advertising and Obesity
• Advertisers spend more than $2.5 billion/year to
promote restaurants and another $2 billion to
promote food products.
• On TV, of the estimated 40 000 ads per year that
young people see, half are for food, especially
sugared cereals and high-calorie snacks.
• Healthy foods are advertised less than 3% of the
time; children rarely see a food advertisement for
broccoli.
The Fast Food Dude: Burger
King Cooks Up an Indy Tie-In
PDT on Tuesday, May 27, 2008
'Bite into adventure!"
That's the slogan for Burger King's new Indy
Double Whopper Sandwich ($4.99, $6.99 with
medium fries and beverage).
It's a tie-in to the new Indiana Jones movie,
which apparently all of North America saw
simultaneously in a theater with me in Corona
(and most of Canada was kicking my chair).
Making that burger
look GOOOD!!
http://www.youtube.com/watch?v=fUjz_eiIX8
k&NR=1
Food Advertising and Obesity
• Fast food conglomerates are using toy tie-ins with major
children's motion pictures to try to attract young people.
• Nearly 20% of fast food ads now mention a toy premium in their
commercials.
• Several studies document that young children request more
junk food (defined as foods with high-caloric density but very low
nutrient density) after viewing commercials.
• In 1 study, the amount of TV viewed per week correlated with
requests for specific foods and with caloric intake.
• At the same time, advertising healthy foods has been shown to
increase wholesome eating in children as young as 3 to 6 years
of age.
Fast food tie-in benefits Simpsons Movie
ticket sales by Jacquie Bowser, Brand Republic 24-Aug-07, 09:10
LONDON - Consumers are more likely
to go see a movie when it is
advertised within a food
commercial, rather than if it is
advertised alone, according to new
research.
People who saw a Burger King
television ad featuring 'The
Simpsons Movie' were 40% more
likely to go and see the film than
those who were only exposed to
the television, radio and in-theatre
trailers promoting only the movie.
Its Batman vs. Indy for
Summer Movie Candy Tie-ins
June 11, 2008
Let no summer blockbuster be
without a candy partner.
"Indiana Jones and the
Kingdom of the Crystal Skull"
has M&M/Mars. Now, the
Hershey Company has the
Batman sequel, "The Dark
Knight." Later this month,
Hershey will be offering
special editions of its Reese's
peanut butter cups, Reese's
Pieces and Kit Kat candy bars
to tie in with the movie.
Marketing Techniques
• Cellular phones are currently being marketed
to 6- to 12-year-olds, with the potential for
directing specific advertisers to children and
preteens.
• Coca-Cola reportedly paid Warner Bros.
Studios $150 million for the global marketing
rights to the movie "Harry Potter and the
Sorcerer's Stone."
• Nearly 20% of fast food restaurant ads now
mention a toy premium in their ads.
Thursday, 18 October, 2001, 12:07 GMT 13:07
UK Coke attacked for Harry
Potter links
Drinks maker Coca-Cola has come under fire
from Harry Potter fans for using images of the
popular character in its latest advertising
campaign.
Future Marketing Techniques
• In the near future, children watching a TV program
will be able to click an on-screen link and go to a
Web site during the program
• Interactive games and promotions on digital TV will
have the ability to lure children away from regular
programming, encouraging them to spend a long time
in an environment that lacks clear separation
between content and advertising.
• Interactive technology may also allow advertisers to
collect vast amounts of information about children's
viewing habits and preferences and target them on
the basis of that information.
Drug Advertising
• Nearly $4 billion/year is spent on prescription
drug advertising.
• Is such advertising effective? A recent survey
of physicians found that 92% of patients had
requested an advertised drug.
• In addition, children and teenagers may get
the message that there is a drug available to
cure all ills and heal all pain, a drug for every
occasion.
Sexy Images in Advertising
• Sexy images are used in commercials to sell
everything from beer to shampoo to cars.
• New research is showing that teenagers'
exposure to explicit content in the media may
be responsible for earlier onset of sexual
behavior.
• American advertising also frequently uses
female models who are anorectic in
appearance and, thus, may contribute to the
development of a distorted body self-image
and abnormal eating behaviors in young girls.
Virginia Learns To Live With
Abercrombie
5:32 PM on Mon Feb 4 2008
By Hamilton Nolan
Just two days after citing an
Abercrombie store in Virginia
Beach for obscenity for their
sexy ads, police have
dropped the charges. "Police
confiscated the ads
Saturday, saying they
violated the city's obscenity
law because some of the
models were partially nude.
Model's Death from Anorexia Spurs
Warnings
By Stephen M. Silverman
Originally posted Friday November 17, 2006 10:40 AM EST
The death Tuesday of
anorexic model Ana Carolina
Reston has those close to
her hoping the fashion
industry will finally wake up
to the dangers of the eating
disorder.
Reston, 21, a Brazilian model
who weighed only 88 pounds
at the time of her death,
succumbed to a generalized
infection caused by anorexia
nervosa, officials at Sao
Paulo's Servior Publico
Hospital said.
Shampoo Ad
The hair is shiny, but
why is she wearing so
little?
Perfect model? Maybe not..
http://www.youtube.com/w
atch?v=pcFlxSlOKNI
Advertising in Schools
• Ads are now appearing on school buses, in
gymnasiums, on book covers, and even in
bathroom stalls.
• More than 200 school districts nationwide
have signed exclusive contracts with soft
drink companies.
– These agreements specify the number and
placement of soda-vending machines, even
though schools risk losing federal subsidies for
their free breakfast and lunch programs if they
serve soda in their cafeterias.
– In addition, there are more than 4500 Pizza Hut
chains and 3000 Taco Bell chains in school
cafeterias around the country.
Advertising in Schools
http://www.mindfully.org/Reform/Commercial-Activities-In-Schools.htm
Ad at a bus stop
Ad in a computer lab
The Good News??
• There is some good news, however. In May, 2006,
the nation's largest beverage distributors agreed to
halt nearly all sales of sodas to public schools and
sell only water, unsweetened juice, and low-fat milk in
elementary and middle schools. Diet sodas would be
sold only in high schools.
Action Ideas
• Limit total noneducational screen time to no more
than 2 hours/day,97 which will limit exposure to
advertising of all kinds.
• Write letters to advertisers if they see inappropriate
ads (letters can be addressed to the Children's
Advertising Review Unit, Council of Better Business
Bureaus, 845 Third Ave, New York, NY 10022).
• Implement media education programs in schools that
teach about the effects of advertising on children and
adolescents. The federal government should help
underwrite the cost of establishing and disseminating
such programs.
Action
• Ask Congress to restrict alcohol advertising to
what is known as "tombstone advertising," in
which only the product is shown, not cartoon
characters or attractive women.
• Ask Congress to implement a ban on junkfood advertising during programming that is
viewed predominantly by young children.
• Ask Congress to increase funding for public
TV—the sole source of high-quality,
educational, noncommercial programming for
children.
Action
• Ask Congress and the Federal
Communications Commission to prohibit
interactive advertising to children in digital TV.
• Work with the entertainment industry to
ensure that the advertising of violent media to
children does not occur, that product
placements in movies and TV do not occur,
and that the dissemination and enforcement
of the individual industries' own rating
systems is facilitated.
References
Source of Data: Pediatrics: Official Journal of the
American Academy of Pediatrics.
PEDIATRICS Vol. 118 No. 6 December 2006, pp. 2563-2569.
Online
http://pediatrics.aappublications.org/cgi/content/full/118/6/2563,
November 4, 2008