Transcript Advertising

Advertising
Who Really Has A Say?
The Media
Advertising usually runs across the
spectrums of television, movies, and
magazines. As well as billboards and other
public displays.
 Most of the electronic advertising comes in
the form of commercials and infomercials.

Questionability
Within the last decade, advertising has
changed to conform to the consumers’
desires, needs, and expectations for new
products.
 The new problem is that are some of these
new and edgy advertisements too edgy?

Television
In the United States, on average people
spend about 28 hours/ week watching T.V.
 The average American youth spends
31.25 hours/ week watching T.V.
(screentime.org)
 This makes television the best way to
market to consumers.

Old Navy
Launched a new marketing approach
which involves mannequins that interact
with each other as if they were real
people, dubbed “Supermodelquinns”.
 Some people complain that these
mannequins are portraying a false
representation of real people and that
since they're cartoon like that the
impression falls onto children.

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Old Navy President Tom Wyatt says, “we
got away from our target consumer…We
spent most of 2008 getting out target
consumer right. Then we (developed)
product that we thought was appropriate
for the target customer.”
The old style used to be skimpy tops, tight
jeans, and other form fitting clothes that
would attract teens but this scheme did not
work.
 They then marketed the Supermodelquinns to change the aim back to be family
oriented.

Hidden Innuendo
People will always attack the commercials
that are blatantly offensive but what about
the commercials that have hidden aspects
about them?
 Some of these commercials that have
aspects that attract children and young
teens are products and services that they
can not even use.

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Esurance – cartoon design, questionable
antics, and disproportional fictional
characters.

Quiznos – personified inanimate objects.
Very sexually charged dialogue.
Abercrombie & Fitch
Company first started in 1892 and had
been an outfitter for outdoor sportsman
and excursion.
 Now the target market has changed to 1822 year old consumers and presents the
style of “Casual Luxury”

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The old Abercrombie and Fitch

The new Abercrombie and Fitch
Even though very different in appearance,
they general message is the same. You
just have to think.
 The message to stay active and to stay
youthful.
 The depiction of “The Hunt” is still strong
in both images, but the new image of
Abercrombie is applied to today's
consumer and marketed demographic.

Constitutional Rights

Under the 1st amendment of the
Constitution which states, “Congress shall
make no law respecting an establishment
of religion, or prohibiting the free exercise
thereof; or abridging the freedom of
speech, or of the press;…” the media is
protected.
Today, advertising is more of a freedom of
expression than it was in the past.
 So what is the difference between a fully
naked woman on canvas vs. a half naked
woman in an advertisement?
 Who is to make the call of good taste vs.
bad taste?

Rating Systems and the V-Chip
The media itself should not be blamed for
all the questionable and racy images that
are put in advertisements that make it to
our youth.
 There are very strict guidelines that the
industry must follow and most of these
guidelines are government monitored


Federal Communications Commission
(FCC)

Entertainment Software Rating Board
(ESRB)

Motion Picture Association of America
(MPAA)
The V-Chip
It is now government mandate that every
show on television is rated and is in
accordance to v-chip specifications.
 The v-chip is a programmable device that
can block certain programming from
viewers.

All Things Considered
It is up to the individual to decide what is
appropriate for themselves or their own
youth.
 It is not right to deny others their rights
because you feel that your rights are being
violated, when in all reality you have the
means of avoiding material you do not feel
is appropriate.

It is not the governments responsibility to
“babysit” our youth and to shield them
from the real world and all of its harsh
realities.
 Our freedom of speech is one of our
country’s most sacred laws especially
considering a lot of countries do not have
this right of expression.
 With that being said, it is not fair to deny
someone their artistic vision that they
either put on canvas or a magazine ad
because who are we to make the call of
what is tasteful and what is not.
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