Ch 4 Ethics

Help Wanted Men wanted for hazardous journey Small

wages bitter cold long months of complete darkness constant danger safe return doubtful Honor and recognition in case of success Ernest Shackletonrdquo

London Papers 1920

Ethics Derived from the Greek word ldquoEthosrdquo Means ldquoway of livingrdquo Values that matter to us Ideas and beliefs we respect and hold special Moral obligations Rules for deciding right and wrong Code of conduct Behavior

Importance of Ethics Indian scriptures attribute great importance to

ethics Inner desire Correspond to basic human needs Also comes from religious environmental and

other social groups Create credibility with the public Aid better decision making

Importance of Ethics Can ethics be taught Passed on Imbibed Propogated

Advertising Ethics Applied philosophical analysis of nature of

advertisement in general Analysis of specific ethical issues that arise in

a particular advertisement The ethical premise for each organisation

varies based on Companyrsquos mission and vision Corporate policy Marketing objectives Competition Resources

Advertising Ethics Stress importance of moral and values Honest and truthful claims Fulfill the norms of statutory authorities in

advertising approvals Follow a value oriented framework Define purpose spreading awareness +

protect consumer from economic and physical harm

Unethical advertising Degrades or underestimates the substitute or

competitorrsquos product Gives false or misleading information on the

value of the product Fails to give useful information on the possible

reaction or side effects of the product Immoral

Case Study Advertising tobacco and alcohol is not

permitted since consumption of these commodities leads to adverse medical social and psychological issues

Direct advertising of tobacco and alcohol has been prohibited by enforcement of National Legislation

Case Study Sponsorship of sports and movie events (Wills

World cup Gold Flake Tennis Tournament Chivas Regal Polo Championship Manikchand Filmfare Awards)

Examples Thumbs Up ad Mc Donaldrsquos Memory Plus Dabur Amla Hair Oil

Ethical issues Ads destroy freedom of choice or give more

choice Ads destroy democracy and freedom of mass

media or propagate freedom of speech and expression

Wraps social values or reflects the real world

Advertising Ethics and Racial Minorities Racially disadvantaged groups targeted Smooth Dude Joe Camel cigarettes

campaign by RJ Reynolds Tobacco Company Suzuki Samurai Pan Parag Minto Fresh

Advertising Ethics and Racial Minorities More likely to find minority models for

ldquoeverydayrdquo product categories ie gum electronic goods cigarettes cars

Not the main character but blend in the crowd

Part of the background ldquoEveryonerdquo is part of the main message to

appeal to wide range of target audience

Advertising Ethics and Racial Minorities Fashion advertisements are less likely to have

minority models exception-supermodels Womenrsquos magazines are more likely to have

advertisements with minority models Female models are more prominent than male

models

Interracial couples seen as trendy and for the younger generation a trend that started in the mid-1990rsquos

1996 Ikea ndash ldquothe outfitter for every stylerdquo ndash TV ad which showed an interracial couple

discussing efforts to conceive a child ndash An ldquoadvertising breakthroughrdquo

Current Scenario Shock value of interracial couples is wearing

off More integrated advertisements overall Minorities are not in decision making roles in

advertising Advertisers are ignoring the minority market

despite population and buying power growth

Advertising and RacialDistribution Advertisers balance race with regards to

product endorsements Eg athletes in product endorsements Women in diamond jewellery ads

Women in Advertising

bull Media portrays women in debilitating demeaning and inaccurate ways

bull It presents women as flawless decorative objects dependent on men and it ignores the complexity of womenrsquos lives

Women Dependent on MenWomenrsquos Place is at Home

Stereotypes

bull Womenrsquos place is at home

bull Women need to depend upon men

bull Women do not make independent decision

bull Women view themselves and are viewed as

sex objects

Women are DecorativeSex Objects

Women are Shownhellip

bull Women are shown as less authoritative active powerful rational decisive and more concerned with youth and with their attractiveness

bull Women are depicted as less intelligent than men and tend to have subservient occupations

Beauty Myth

bull Models present a new ldquo melting potrdquo of beauty ( all colors all creeds all ethnicity -and all still young thin and flawless)

bull Advertising portray women as white with white standards of beauty derived from myths of whiteness

Women are Flawless

Thin is BeautifulThinness is Associated with Health

Ads and Articles in 48 Womenrsquos Vs

48 Menrsquos Magazines

AlcoholicBev

Female Green

Male Blue

Real or Not

Real Not

Children and Advertising FTC Guidelines ldquoWhen representations or sales practices are

targeted to a specific audience such as children the elderly or the terminally ill the Commission determines the effect of the practice on a reasonable member of that grouprdquo

Exposure to ads Most exposure to ads is through tv commericals bull Kids watch an average of 28 hours of tv a week (thatrsquos ~1100 hours a year) bull Kids are exposed to an average of 20000 commercialsyr bull How much of Saturday morning advertising is devoted to sugary cereals candy bars and other junk food 90

Prevalence of advertising tokids

No escape

Money spent on childrenrsquosadvertising $2 billion is spent annually on advertising to children bull Advertising spending aimed at children has increased by 2000 over the past 10 years bull No wonder Childrenrsquos influence on family

spending ndash 1960 $5 billion ndash 1984 $50 billion ndash 1997 $177 billion ndash 2001 $290 billion

And itrsquos not only $ ndash Increasing involvement of child psychologists and cognitive scientists ndash No guidelines for psychologists working in advertising ndash eg Saatchi amp Saatchi ldquoWe used child

psychologists to interview kids around the country with the idea of getting at the psychological underpinnings of kidsrsquo relationship with digital technology not just what theyrsquoll tell you on the surfacerdquo

Suggestive relationshipshellip bull Childrenrsquos tastes and perceived needs reflect the content of the programs they watch ndash food preferences (Atkin amp Gibson 1978) bull Exposure to cigarette and alcohol ads ndash Adolescents who recall more alcohol ads at 15 drink more at 18 (Connolly et al 1994) ndash 2X as many children as adults able to associate Joe Camel with Camel cigarettes and find ads appealing (DiFranza et al 1991) ndash In adolescents exposure to tv alcohol ads more

strongly correlated with drinking than other demographic factors (Atkin Hocking amp Block 1984)

Linguisticand cognitive competence to evaluateadvertisements

1) Recognition of intent Commercials as speech acts ndash Agentmdashentity whose intent the message represents ndash Scriptormdashentity who designs the form of the utterance ndash Actormdashentity who physically realizes the message In commercials the agent and scriptor are invisible Adults typically understand when they are confronted with a persuasive act 1048774Can children distinguish between programs and commercials 1048774Do they understand the purpose of advertising

2) Linguistic issues Do children interpret language used by

advertisers in the same way as adults -Do children extract the same denotational

meaning as adults -Do children make the same pragmatic

inferences as adults TV advertising targeted at young children does

not stand the most fundamental rule of advertising ethics that advertisements should be easily recognizable as such

namely by those who form the target group

Self-Regulatory Guidelines forChildrenrsquos Advertising Seven Principles 1 Advertisers should take into account the level of knowledge sophistication and maturity of their

audience 2 Advertisers should exercise care not to exploit unfairly the imaginative quality of children 3 Products and content inappropriate for use by children should not be advertised or promoted

directly to children 4 Advertisers should communicate information in a truthful and accurate manner and in language understandable to young children

5Advertisers are urged to capitalize on the potential of

advertising to influence behavior (for good) 6 Care should be taken to incorporate minority

and other groups in advertisements 7 It remains the prime responsibility of parents

to provide guidance for children Advertisers should contribute to this parent-child relationship in a constructive manner

Arguments for and againstregulation Against ndash Educative aspect of exposure to advertising ndash Ads as necessary part of maturation process ndash Needed for development of critical approach

to advertising later in life bull For ndash Children are not as cognitively sophisticated

as adults and need external protection

Sex In Advertising

Sex in advertising in the twentieth century has been on a steady increase since the late 1980rsquos

The increase since the late 1980rsquos has caused an increase in product sales and has not broken the stereotypes of sexes

Sex will be defined as both using sexuality to sell a product and also as using a male or female to sell a product

People are more likely to buy products advertised by the same sex 1048774 People are less likely to buy products advertised by the opposite sex 1048774 People are more likely to buy a product because of a spokes-character 1048774 People are more likely to remember advertisements with sexual innuendos

Help Wanted Men wanted for hazardous journey Small

wages bitter cold long months of complete darkness constant danger safe return doubtful Honor and recognition in case of success Ernest Shackletonrdquo

London Papers 1920

Ethics Derived from the Greek word ldquoEthosrdquo Means ldquoway of livingrdquo Values that matter to us Ideas and beliefs we respect and hold special Moral obligations Rules for deciding right and wrong Code of conduct Behavior

Importance of Ethics Indian scriptures attribute great importance to

ethics Inner desire Correspond to basic human needs Also comes from religious environmental and

other social groups Create credibility with the public Aid better decision making

Importance of Ethics Can ethics be taught Passed on Imbibed Propogated

Advertising Ethics Applied philosophical analysis of nature of

advertisement in general Analysis of specific ethical issues that arise in

a particular advertisement The ethical premise for each organisation

varies based on Companyrsquos mission and vision Corporate policy Marketing objectives Competition Resources

Advertising Ethics Stress importance of moral and values Honest and truthful claims Fulfill the norms of statutory authorities in

advertising approvals Follow a value oriented framework Define purpose spreading awareness +

protect consumer from economic and physical harm

Unethical advertising Degrades or underestimates the substitute or

competitorrsquos product Gives false or misleading information on the

value of the product Fails to give useful information on the possible

reaction or side effects of the product Immoral

Case Study Advertising tobacco and alcohol is not

permitted since consumption of these commodities leads to adverse medical social and psychological issues

Direct advertising of tobacco and alcohol has been prohibited by enforcement of National Legislation

Case Study Sponsorship of sports and movie events (Wills

World cup Gold Flake Tennis Tournament Chivas Regal Polo Championship Manikchand Filmfare Awards)

Examples Thumbs Up ad Mc Donaldrsquos Memory Plus Dabur Amla Hair Oil

Ethical issues Ads destroy freedom of choice or give more

choice Ads destroy democracy and freedom of mass

media or propagate freedom of speech and expression

Wraps social values or reflects the real world

Advertising Ethics and Racial Minorities Racially disadvantaged groups targeted Smooth Dude Joe Camel cigarettes

campaign by RJ Reynolds Tobacco Company Suzuki Samurai Pan Parag Minto Fresh

Advertising Ethics and Racial Minorities More likely to find minority models for

ldquoeverydayrdquo product categories ie gum electronic goods cigarettes cars

Not the main character but blend in the crowd

Part of the background ldquoEveryonerdquo is part of the main message to

appeal to wide range of target audience

Advertising Ethics and Racial Minorities Fashion advertisements are less likely to have

minority models exception-supermodels Womenrsquos magazines are more likely to have

advertisements with minority models Female models are more prominent than male

models

Interracial couples seen as trendy and for the younger generation a trend that started in the mid-1990rsquos

1996 Ikea ndash ldquothe outfitter for every stylerdquo ndash TV ad which showed an interracial couple

discussing efforts to conceive a child ndash An ldquoadvertising breakthroughrdquo

Current Scenario Shock value of interracial couples is wearing

off More integrated advertisements overall Minorities are not in decision making roles in

advertising Advertisers are ignoring the minority market

despite population and buying power growth

Advertising and RacialDistribution Advertisers balance race with regards to

product endorsements Eg athletes in product endorsements Women in diamond jewellery ads

Women in Advertising

bull Media portrays women in debilitating demeaning and inaccurate ways

bull It presents women as flawless decorative objects dependent on men and it ignores the complexity of womenrsquos lives

Women Dependent on MenWomenrsquos Place is at Home

Stereotypes

bull Womenrsquos place is at home

bull Women need to depend upon men

bull Women do not make independent decision

bull Women view themselves and are viewed as

sex objects

Women are DecorativeSex Objects

Women are Shownhellip

bull Women are shown as less authoritative active powerful rational decisive and more concerned with youth and with their attractiveness

bull Women are depicted as less intelligent than men and tend to have subservient occupations

Beauty Myth

bull Models present a new ldquo melting potrdquo of beauty ( all colors all creeds all ethnicity -and all still young thin and flawless)

bull Advertising portray women as white with white standards of beauty derived from myths of whiteness

Women are Flawless

Thin is BeautifulThinness is Associated with Health

Ads and Articles in 48 Womenrsquos Vs

48 Menrsquos Magazines

AlcoholicBev

Female Green

Male Blue

Real or Not

Real Not

Children and Advertising FTC Guidelines ldquoWhen representations or sales practices are

targeted to a specific audience such as children the elderly or the terminally ill the Commission determines the effect of the practice on a reasonable member of that grouprdquo

Exposure to ads Most exposure to ads is through tv commericals bull Kids watch an average of 28 hours of tv a week (thatrsquos ~1100 hours a year) bull Kids are exposed to an average of 20000 commercialsyr bull How much of Saturday morning advertising is devoted to sugary cereals candy bars and other junk food 90

Prevalence of advertising tokids

No escape

Money spent on childrenrsquosadvertising $2 billion is spent annually on advertising to children bull Advertising spending aimed at children has increased by 2000 over the past 10 years bull No wonder Childrenrsquos influence on family

spending ndash 1960 $5 billion ndash 1984 $50 billion ndash 1997 $177 billion ndash 2001 $290 billion

And itrsquos not only $ ndash Increasing involvement of child psychologists and cognitive scientists ndash No guidelines for psychologists working in advertising ndash eg Saatchi amp Saatchi ldquoWe used child

psychologists to interview kids around the country with the idea of getting at the psychological underpinnings of kidsrsquo relationship with digital technology not just what theyrsquoll tell you on the surfacerdquo

Suggestive relationshipshellip bull Childrenrsquos tastes and perceived needs reflect the content of the programs they watch ndash food preferences (Atkin amp Gibson 1978) bull Exposure to cigarette and alcohol ads ndash Adolescents who recall more alcohol ads at 15 drink more at 18 (Connolly et al 1994) ndash 2X as many children as adults able to associate Joe Camel with Camel cigarettes and find ads appealing (DiFranza et al 1991) ndash In adolescents exposure to tv alcohol ads more

strongly correlated with drinking than other demographic factors (Atkin Hocking amp Block 1984)

Linguisticand cognitive competence to evaluateadvertisements

1) Recognition of intent Commercials as speech acts ndash Agentmdashentity whose intent the message represents ndash Scriptormdashentity who designs the form of the utterance ndash Actormdashentity who physically realizes the message In commercials the agent and scriptor are invisible Adults typically understand when they are confronted with a persuasive act 1048774Can children distinguish between programs and commercials 1048774Do they understand the purpose of advertising

2) Linguistic issues Do children interpret language used by

advertisers in the same way as adults -Do children extract the same denotational

meaning as adults -Do children make the same pragmatic

inferences as adults TV advertising targeted at young children does

not stand the most fundamental rule of advertising ethics that advertisements should be easily recognizable as such

namely by those who form the target group

Self-Regulatory Guidelines forChildrenrsquos Advertising Seven Principles 1 Advertisers should take into account the level of knowledge sophistication and maturity of their

audience 2 Advertisers should exercise care not to exploit unfairly the imaginative quality of children 3 Products and content inappropriate for use by children should not be advertised or promoted

directly to children 4 Advertisers should communicate information in a truthful and accurate manner and in language understandable to young children

5Advertisers are urged to capitalize on the potential of

advertising to influence behavior (for good) 6 Care should be taken to incorporate minority

and other groups in advertisements 7 It remains the prime responsibility of parents

to provide guidance for children Advertisers should contribute to this parent-child relationship in a constructive manner

Arguments for and againstregulation Against ndash Educative aspect of exposure to advertising ndash Ads as necessary part of maturation process ndash Needed for development of critical approach

to advertising later in life bull For ndash Children are not as cognitively sophisticated

as adults and need external protection

Sex In Advertising

Sex in advertising in the twentieth century has been on a steady increase since the late 1980rsquos

The increase since the late 1980rsquos has caused an increase in product sales and has not broken the stereotypes of sexes

Sex will be defined as both using sexuality to sell a product and also as using a male or female to sell a product

People are more likely to buy products advertised by the same sex 1048774 People are less likely to buy products advertised by the opposite sex 1048774 People are more likely to buy a product because of a spokes-character 1048774 People are more likely to remember advertisements with sexual innuendos

Ethics Derived from the Greek word ldquoEthosrdquo Means ldquoway of livingrdquo Values that matter to us Ideas and beliefs we respect and hold special Moral obligations Rules for deciding right and wrong Code of conduct Behavior

Importance of Ethics Indian scriptures attribute great importance to

ethics Inner desire Correspond to basic human needs Also comes from religious environmental and

other social groups Create credibility with the public Aid better decision making

Importance of Ethics Can ethics be taught Passed on Imbibed Propogated

Advertising Ethics Applied philosophical analysis of nature of

advertisement in general Analysis of specific ethical issues that arise in

a particular advertisement The ethical premise for each organisation

varies based on Companyrsquos mission and vision Corporate policy Marketing objectives Competition Resources

Advertising Ethics Stress importance of moral and values Honest and truthful claims Fulfill the norms of statutory authorities in

advertising approvals Follow a value oriented framework Define purpose spreading awareness +

protect consumer from economic and physical harm

Unethical advertising Degrades or underestimates the substitute or

competitorrsquos product Gives false or misleading information on the

value of the product Fails to give useful information on the possible

reaction or side effects of the product Immoral

Case Study Advertising tobacco and alcohol is not

permitted since consumption of these commodities leads to adverse medical social and psychological issues

Direct advertising of tobacco and alcohol has been prohibited by enforcement of National Legislation

Case Study Sponsorship of sports and movie events (Wills

World cup Gold Flake Tennis Tournament Chivas Regal Polo Championship Manikchand Filmfare Awards)

Examples Thumbs Up ad Mc Donaldrsquos Memory Plus Dabur Amla Hair Oil

Ethical issues Ads destroy freedom of choice or give more

choice Ads destroy democracy and freedom of mass

media or propagate freedom of speech and expression

Wraps social values or reflects the real world

Advertising Ethics and Racial Minorities Racially disadvantaged groups targeted Smooth Dude Joe Camel cigarettes

campaign by RJ Reynolds Tobacco Company Suzuki Samurai Pan Parag Minto Fresh

Advertising Ethics and Racial Minorities More likely to find minority models for

ldquoeverydayrdquo product categories ie gum electronic goods cigarettes cars

Not the main character but blend in the crowd

Part of the background ldquoEveryonerdquo is part of the main message to

appeal to wide range of target audience

Advertising Ethics and Racial Minorities Fashion advertisements are less likely to have

minority models exception-supermodels Womenrsquos magazines are more likely to have

advertisements with minority models Female models are more prominent than male

models

Interracial couples seen as trendy and for the younger generation a trend that started in the mid-1990rsquos

1996 Ikea ndash ldquothe outfitter for every stylerdquo ndash TV ad which showed an interracial couple

discussing efforts to conceive a child ndash An ldquoadvertising breakthroughrdquo

Current Scenario Shock value of interracial couples is wearing

off More integrated advertisements overall Minorities are not in decision making roles in

advertising Advertisers are ignoring the minority market

despite population and buying power growth

Advertising and RacialDistribution Advertisers balance race with regards to

product endorsements Eg athletes in product endorsements Women in diamond jewellery ads

Women in Advertising

bull Media portrays women in debilitating demeaning and inaccurate ways

bull It presents women as flawless decorative objects dependent on men and it ignores the complexity of womenrsquos lives

Women Dependent on MenWomenrsquos Place is at Home

Stereotypes

bull Womenrsquos place is at home

bull Women need to depend upon men

bull Women do not make independent decision

bull Women view themselves and are viewed as

sex objects

Women are DecorativeSex Objects

Women are Shownhellip

bull Women are shown as less authoritative active powerful rational decisive and more concerned with youth and with their attractiveness

bull Women are depicted as less intelligent than men and tend to have subservient occupations

Beauty Myth

bull Models present a new ldquo melting potrdquo of beauty ( all colors all creeds all ethnicity -and all still young thin and flawless)

bull Advertising portray women as white with white standards of beauty derived from myths of whiteness

Women are Flawless

Thin is BeautifulThinness is Associated with Health

Ads and Articles in 48 Womenrsquos Vs

48 Menrsquos Magazines

AlcoholicBev

Female Green

Male Blue

Real or Not

Real Not

Children and Advertising FTC Guidelines ldquoWhen representations or sales practices are

targeted to a specific audience such as children the elderly or the terminally ill the Commission determines the effect of the practice on a reasonable member of that grouprdquo

Exposure to ads Most exposure to ads is through tv commericals bull Kids watch an average of 28 hours of tv a week (thatrsquos ~1100 hours a year) bull Kids are exposed to an average of 20000 commercialsyr bull How much of Saturday morning advertising is devoted to sugary cereals candy bars and other junk food 90

Prevalence of advertising tokids

No escape

Money spent on childrenrsquosadvertising $2 billion is spent annually on advertising to children bull Advertising spending aimed at children has increased by 2000 over the past 10 years bull No wonder Childrenrsquos influence on family

spending ndash 1960 $5 billion ndash 1984 $50 billion ndash 1997 $177 billion ndash 2001 $290 billion

And itrsquos not only $ ndash Increasing involvement of child psychologists and cognitive scientists ndash No guidelines for psychologists working in advertising ndash eg Saatchi amp Saatchi ldquoWe used child

psychologists to interview kids around the country with the idea of getting at the psychological underpinnings of kidsrsquo relationship with digital technology not just what theyrsquoll tell you on the surfacerdquo

Suggestive relationshipshellip bull Childrenrsquos tastes and perceived needs reflect the content of the programs they watch ndash food preferences (Atkin amp Gibson 1978) bull Exposure to cigarette and alcohol ads ndash Adolescents who recall more alcohol ads at 15 drink more at 18 (Connolly et al 1994) ndash 2X as many children as adults able to associate Joe Camel with Camel cigarettes and find ads appealing (DiFranza et al 1991) ndash In adolescents exposure to tv alcohol ads more

strongly correlated with drinking than other demographic factors (Atkin Hocking amp Block 1984)

Linguisticand cognitive competence to evaluateadvertisements

1) Recognition of intent Commercials as speech acts ndash Agentmdashentity whose intent the message represents ndash Scriptormdashentity who designs the form of the utterance ndash Actormdashentity who physically realizes the message In commercials the agent and scriptor are invisible Adults typically understand when they are confronted with a persuasive act 1048774Can children distinguish between programs and commercials 1048774Do they understand the purpose of advertising

2) Linguistic issues Do children interpret language used by

advertisers in the same way as adults -Do children extract the same denotational

meaning as adults -Do children make the same pragmatic

inferences as adults TV advertising targeted at young children does

not stand the most fundamental rule of advertising ethics that advertisements should be easily recognizable as such

namely by those who form the target group

Self-Regulatory Guidelines forChildrenrsquos Advertising Seven Principles 1 Advertisers should take into account the level of knowledge sophistication and maturity of their

audience 2 Advertisers should exercise care not to exploit unfairly the imaginative quality of children 3 Products and content inappropriate for use by children should not be advertised or promoted

directly to children 4 Advertisers should communicate information in a truthful and accurate manner and in language understandable to young children

5Advertisers are urged to capitalize on the potential of

advertising to influence behavior (for good) 6 Care should be taken to incorporate minority

and other groups in advertisements 7 It remains the prime responsibility of parents

to provide guidance for children Advertisers should contribute to this parent-child relationship in a constructive manner

Arguments for and againstregulation Against ndash Educative aspect of exposure to advertising ndash Ads as necessary part of maturation process ndash Needed for development of critical approach

to advertising later in life bull For ndash Children are not as cognitively sophisticated

as adults and need external protection

Sex In Advertising

Sex in advertising in the twentieth century has been on a steady increase since the late 1980rsquos

The increase since the late 1980rsquos has caused an increase in product sales and has not broken the stereotypes of sexes

Sex will be defined as both using sexuality to sell a product and also as using a male or female to sell a product

People are more likely to buy products advertised by the same sex 1048774 People are less likely to buy products advertised by the opposite sex 1048774 People are more likely to buy a product because of a spokes-character 1048774 People are more likely to remember advertisements with sexual innuendos

Importance of Ethics Indian scriptures attribute great importance to

ethics Inner desire Correspond to basic human needs Also comes from religious environmental and

other social groups Create credibility with the public Aid better decision making

Importance of Ethics Can ethics be taught Passed on Imbibed Propogated

Advertising Ethics Applied philosophical analysis of nature of

advertisement in general Analysis of specific ethical issues that arise in

a particular advertisement The ethical premise for each organisation

varies based on Companyrsquos mission and vision Corporate policy Marketing objectives Competition Resources

Advertising Ethics Stress importance of moral and values Honest and truthful claims Fulfill the norms of statutory authorities in

advertising approvals Follow a value oriented framework Define purpose spreading awareness +

protect consumer from economic and physical harm

Unethical advertising Degrades or underestimates the substitute or

competitorrsquos product Gives false or misleading information on the

value of the product Fails to give useful information on the possible

reaction or side effects of the product Immoral

Case Study Advertising tobacco and alcohol is not

permitted since consumption of these commodities leads to adverse medical social and psychological issues

Direct advertising of tobacco and alcohol has been prohibited by enforcement of National Legislation

Case Study Sponsorship of sports and movie events (Wills

World cup Gold Flake Tennis Tournament Chivas Regal Polo Championship Manikchand Filmfare Awards)

Examples Thumbs Up ad Mc Donaldrsquos Memory Plus Dabur Amla Hair Oil

Ethical issues Ads destroy freedom of choice or give more

choice Ads destroy democracy and freedom of mass

media or propagate freedom of speech and expression

Wraps social values or reflects the real world

Advertising Ethics and Racial Minorities Racially disadvantaged groups targeted Smooth Dude Joe Camel cigarettes

campaign by RJ Reynolds Tobacco Company Suzuki Samurai Pan Parag Minto Fresh

Advertising Ethics and Racial Minorities More likely to find minority models for

ldquoeverydayrdquo product categories ie gum electronic goods cigarettes cars

Not the main character but blend in the crowd

Part of the background ldquoEveryonerdquo is part of the main message to

appeal to wide range of target audience

Advertising Ethics and Racial Minorities Fashion advertisements are less likely to have

minority models exception-supermodels Womenrsquos magazines are more likely to have

advertisements with minority models Female models are more prominent than male

models

Interracial couples seen as trendy and for the younger generation a trend that started in the mid-1990rsquos

1996 Ikea ndash ldquothe outfitter for every stylerdquo ndash TV ad which showed an interracial couple

discussing efforts to conceive a child ndash An ldquoadvertising breakthroughrdquo

Current Scenario Shock value of interracial couples is wearing

off More integrated advertisements overall Minorities are not in decision making roles in

advertising Advertisers are ignoring the minority market

despite population and buying power growth

Advertising and RacialDistribution Advertisers balance race with regards to

product endorsements Eg athletes in product endorsements Women in diamond jewellery ads

Women in Advertising

bull Media portrays women in debilitating demeaning and inaccurate ways

bull It presents women as flawless decorative objects dependent on men and it ignores the complexity of womenrsquos lives

Women Dependent on MenWomenrsquos Place is at Home

Stereotypes

bull Womenrsquos place is at home

bull Women need to depend upon men

bull Women do not make independent decision

bull Women view themselves and are viewed as

sex objects

Women are DecorativeSex Objects

Women are Shownhellip

bull Women are shown as less authoritative active powerful rational decisive and more concerned with youth and with their attractiveness

bull Women are depicted as less intelligent than men and tend to have subservient occupations

Beauty Myth

bull Models present a new ldquo melting potrdquo of beauty ( all colors all creeds all ethnicity -and all still young thin and flawless)

bull Advertising portray women as white with white standards of beauty derived from myths of whiteness

Women are Flawless

Thin is BeautifulThinness is Associated with Health

Ads and Articles in 48 Womenrsquos Vs

48 Menrsquos Magazines

AlcoholicBev

Female Green

Male Blue

Real or Not

Real Not

Children and Advertising FTC Guidelines ldquoWhen representations or sales practices are

targeted to a specific audience such as children the elderly or the terminally ill the Commission determines the effect of the practice on a reasonable member of that grouprdquo

Exposure to ads Most exposure to ads is through tv commericals bull Kids watch an average of 28 hours of tv a week (thatrsquos ~1100 hours a year) bull Kids are exposed to an average of 20000 commercialsyr bull How much of Saturday morning advertising is devoted to sugary cereals candy bars and other junk food 90

Prevalence of advertising tokids

No escape

Money spent on childrenrsquosadvertising $2 billion is spent annually on advertising to children bull Advertising spending aimed at children has increased by 2000 over the past 10 years bull No wonder Childrenrsquos influence on family

spending ndash 1960 $5 billion ndash 1984 $50 billion ndash 1997 $177 billion ndash 2001 $290 billion

And itrsquos not only $ ndash Increasing involvement of child psychologists and cognitive scientists ndash No guidelines for psychologists working in advertising ndash eg Saatchi amp Saatchi ldquoWe used child

psychologists to interview kids around the country with the idea of getting at the psychological underpinnings of kidsrsquo relationship with digital technology not just what theyrsquoll tell you on the surfacerdquo

Suggestive relationshipshellip bull Childrenrsquos tastes and perceived needs reflect the content of the programs they watch ndash food preferences (Atkin amp Gibson 1978) bull Exposure to cigarette and alcohol ads ndash Adolescents who recall more alcohol ads at 15 drink more at 18 (Connolly et al 1994) ndash 2X as many children as adults able to associate Joe Camel with Camel cigarettes and find ads appealing (DiFranza et al 1991) ndash In adolescents exposure to tv alcohol ads more

strongly correlated with drinking than other demographic factors (Atkin Hocking amp Block 1984)

Linguisticand cognitive competence to evaluateadvertisements

1) Recognition of intent Commercials as speech acts ndash Agentmdashentity whose intent the message represents ndash Scriptormdashentity who designs the form of the utterance ndash Actormdashentity who physically realizes the message In commercials the agent and scriptor are invisible Adults typically understand when they are confronted with a persuasive act 1048774Can children distinguish between programs and commercials 1048774Do they understand the purpose of advertising

2) Linguistic issues Do children interpret language used by

advertisers in the same way as adults -Do children extract the same denotational

meaning as adults -Do children make the same pragmatic

inferences as adults TV advertising targeted at young children does

not stand the most fundamental rule of advertising ethics that advertisements should be easily recognizable as such

namely by those who form the target group

Self-Regulatory Guidelines forChildrenrsquos Advertising Seven Principles 1 Advertisers should take into account the level of knowledge sophistication and maturity of their

audience 2 Advertisers should exercise care not to exploit unfairly the imaginative quality of children 3 Products and content inappropriate for use by children should not be advertised or promoted

directly to children 4 Advertisers should communicate information in a truthful and accurate manner and in language understandable to young children

5Advertisers are urged to capitalize on the potential of

advertising to influence behavior (for good) 6 Care should be taken to incorporate minority

and other groups in advertisements 7 It remains the prime responsibility of parents

to provide guidance for children Advertisers should contribute to this parent-child relationship in a constructive manner

Arguments for and againstregulation Against ndash Educative aspect of exposure to advertising ndash Ads as necessary part of maturation process ndash Needed for development of critical approach

to advertising later in life bull For ndash Children are not as cognitively sophisticated

as adults and need external protection

Sex In Advertising

Sex in advertising in the twentieth century has been on a steady increase since the late 1980rsquos

The increase since the late 1980rsquos has caused an increase in product sales and has not broken the stereotypes of sexes

Sex will be defined as both using sexuality to sell a product and also as using a male or female to sell a product

People are more likely to buy products advertised by the same sex 1048774 People are less likely to buy products advertised by the opposite sex 1048774 People are more likely to buy a product because of a spokes-character 1048774 People are more likely to remember advertisements with sexual innuendos

Importance of Ethics Can ethics be taught Passed on Imbibed Propogated

Advertising Ethics Applied philosophical analysis of nature of

advertisement in general Analysis of specific ethical issues that arise in

a particular advertisement The ethical premise for each organisation

varies based on Companyrsquos mission and vision Corporate policy Marketing objectives Competition Resources

Advertising Ethics Stress importance of moral and values Honest and truthful claims Fulfill the norms of statutory authorities in

advertising approvals Follow a value oriented framework Define purpose spreading awareness +

protect consumer from economic and physical harm

Unethical advertising Degrades or underestimates the substitute or

competitorrsquos product Gives false or misleading information on the

value of the product Fails to give useful information on the possible

reaction or side effects of the product Immoral

Case Study Advertising tobacco and alcohol is not

permitted since consumption of these commodities leads to adverse medical social and psychological issues

Direct advertising of tobacco and alcohol has been prohibited by enforcement of National Legislation

Case Study Sponsorship of sports and movie events (Wills

World cup Gold Flake Tennis Tournament Chivas Regal Polo Championship Manikchand Filmfare Awards)

Examples Thumbs Up ad Mc Donaldrsquos Memory Plus Dabur Amla Hair Oil

Ethical issues Ads destroy freedom of choice or give more

choice Ads destroy democracy and freedom of mass

media or propagate freedom of speech and expression

Wraps social values or reflects the real world

Advertising Ethics and Racial Minorities Racially disadvantaged groups targeted Smooth Dude Joe Camel cigarettes

campaign by RJ Reynolds Tobacco Company Suzuki Samurai Pan Parag Minto Fresh

Advertising Ethics and Racial Minorities More likely to find minority models for

ldquoeverydayrdquo product categories ie gum electronic goods cigarettes cars

Not the main character but blend in the crowd

Part of the background ldquoEveryonerdquo is part of the main message to

appeal to wide range of target audience

Advertising Ethics and Racial Minorities Fashion advertisements are less likely to have

minority models exception-supermodels Womenrsquos magazines are more likely to have

advertisements with minority models Female models are more prominent than male

models

Interracial couples seen as trendy and for the younger generation a trend that started in the mid-1990rsquos

1996 Ikea ndash ldquothe outfitter for every stylerdquo ndash TV ad which showed an interracial couple

discussing efforts to conceive a child ndash An ldquoadvertising breakthroughrdquo

Current Scenario Shock value of interracial couples is wearing

off More integrated advertisements overall Minorities are not in decision making roles in

advertising Advertisers are ignoring the minority market

despite population and buying power growth

Advertising and RacialDistribution Advertisers balance race with regards to

product endorsements Eg athletes in product endorsements Women in diamond jewellery ads

Women in Advertising

bull Media portrays women in debilitating demeaning and inaccurate ways

bull It presents women as flawless decorative objects dependent on men and it ignores the complexity of womenrsquos lives

Women Dependent on MenWomenrsquos Place is at Home

Stereotypes

bull Womenrsquos place is at home

bull Women need to depend upon men

bull Women do not make independent decision

bull Women view themselves and are viewed as

sex objects

Women are DecorativeSex Objects

Women are Shownhellip

bull Women are shown as less authoritative active powerful rational decisive and more concerned with youth and with their attractiveness

bull Women are depicted as less intelligent than men and tend to have subservient occupations

Beauty Myth

bull Models present a new ldquo melting potrdquo of beauty ( all colors all creeds all ethnicity -and all still young thin and flawless)

bull Advertising portray women as white with white standards of beauty derived from myths of whiteness

Women are Flawless

Thin is BeautifulThinness is Associated with Health

Ads and Articles in 48 Womenrsquos Vs

48 Menrsquos Magazines

AlcoholicBev

Female Green

Male Blue

Real or Not

Real Not

Children and Advertising FTC Guidelines ldquoWhen representations or sales practices are

targeted to a specific audience such as children the elderly or the terminally ill the Commission determines the effect of the practice on a reasonable member of that grouprdquo

Exposure to ads Most exposure to ads is through tv commericals bull Kids watch an average of 28 hours of tv a week (thatrsquos ~1100 hours a year) bull Kids are exposed to an average of 20000 commercialsyr bull How much of Saturday morning advertising is devoted to sugary cereals candy bars and other junk food 90

Prevalence of advertising tokids

No escape

Money spent on childrenrsquosadvertising $2 billion is spent annually on advertising to children bull Advertising spending aimed at children has increased by 2000 over the past 10 years bull No wonder Childrenrsquos influence on family

spending ndash 1960 $5 billion ndash 1984 $50 billion ndash 1997 $177 billion ndash 2001 $290 billion

And itrsquos not only $ ndash Increasing involvement of child psychologists and cognitive scientists ndash No guidelines for psychologists working in advertising ndash eg Saatchi amp Saatchi ldquoWe used child

psychologists to interview kids around the country with the idea of getting at the psychological underpinnings of kidsrsquo relationship with digital technology not just what theyrsquoll tell you on the surfacerdquo

Suggestive relationshipshellip bull Childrenrsquos tastes and perceived needs reflect the content of the programs they watch ndash food preferences (Atkin amp Gibson 1978) bull Exposure to cigarette and alcohol ads ndash Adolescents who recall more alcohol ads at 15 drink more at 18 (Connolly et al 1994) ndash 2X as many children as adults able to associate Joe Camel with Camel cigarettes and find ads appealing (DiFranza et al 1991) ndash In adolescents exposure to tv alcohol ads more

strongly correlated with drinking than other demographic factors (Atkin Hocking amp Block 1984)

Linguisticand cognitive competence to evaluateadvertisements

1) Recognition of intent Commercials as speech acts ndash Agentmdashentity whose intent the message represents ndash Scriptormdashentity who designs the form of the utterance ndash Actormdashentity who physically realizes the message In commercials the agent and scriptor are invisible Adults typically understand when they are confronted with a persuasive act 1048774Can children distinguish between programs and commercials 1048774Do they understand the purpose of advertising

2) Linguistic issues Do children interpret language used by

advertisers in the same way as adults -Do children extract the same denotational

meaning as adults -Do children make the same pragmatic

inferences as adults TV advertising targeted at young children does

not stand the most fundamental rule of advertising ethics that advertisements should be easily recognizable as such

namely by those who form the target group

Self-Regulatory Guidelines forChildrenrsquos Advertising Seven Principles 1 Advertisers should take into account the level of knowledge sophistication and maturity of their

audience 2 Advertisers should exercise care not to exploit unfairly the imaginative quality of children 3 Products and content inappropriate for use by children should not be advertised or promoted

directly to children 4 Advertisers should communicate information in a truthful and accurate manner and in language understandable to young children

5Advertisers are urged to capitalize on the potential of

advertising to influence behavior (for good) 6 Care should be taken to incorporate minority

and other groups in advertisements 7 It remains the prime responsibility of parents

to provide guidance for children Advertisers should contribute to this parent-child relationship in a constructive manner

Arguments for and againstregulation Against ndash Educative aspect of exposure to advertising ndash Ads as necessary part of maturation process ndash Needed for development of critical approach

to advertising later in life bull For ndash Children are not as cognitively sophisticated

as adults and need external protection

Sex In Advertising

Sex in advertising in the twentieth century has been on a steady increase since the late 1980rsquos

The increase since the late 1980rsquos has caused an increase in product sales and has not broken the stereotypes of sexes

Sex will be defined as both using sexuality to sell a product and also as using a male or female to sell a product

People are more likely to buy products advertised by the same sex 1048774 People are less likely to buy products advertised by the opposite sex 1048774 People are more likely to buy a product because of a spokes-character 1048774 People are more likely to remember advertisements with sexual innuendos

Advertising Ethics Applied philosophical analysis of nature of

advertisement in general Analysis of specific ethical issues that arise in

a particular advertisement The ethical premise for each organisation

varies based on Companyrsquos mission and vision Corporate policy Marketing objectives Competition Resources

Advertising Ethics Stress importance of moral and values Honest and truthful claims Fulfill the norms of statutory authorities in

advertising approvals Follow a value oriented framework Define purpose spreading awareness +

protect consumer from economic and physical harm

Unethical advertising Degrades or underestimates the substitute or

competitorrsquos product Gives false or misleading information on the

value of the product Fails to give useful information on the possible

reaction or side effects of the product Immoral

Case Study Advertising tobacco and alcohol is not

permitted since consumption of these commodities leads to adverse medical social and psychological issues

Direct advertising of tobacco and alcohol has been prohibited by enforcement of National Legislation

Case Study Sponsorship of sports and movie events (Wills

World cup Gold Flake Tennis Tournament Chivas Regal Polo Championship Manikchand Filmfare Awards)

Examples Thumbs Up ad Mc Donaldrsquos Memory Plus Dabur Amla Hair Oil

Ethical issues Ads destroy freedom of choice or give more

choice Ads destroy democracy and freedom of mass

media or propagate freedom of speech and expression

Wraps social values or reflects the real world

Advertising Ethics and Racial Minorities Racially disadvantaged groups targeted Smooth Dude Joe Camel cigarettes

campaign by RJ Reynolds Tobacco Company Suzuki Samurai Pan Parag Minto Fresh

Advertising Ethics and Racial Minorities More likely to find minority models for

ldquoeverydayrdquo product categories ie gum electronic goods cigarettes cars

Not the main character but blend in the crowd

Part of the background ldquoEveryonerdquo is part of the main message to

appeal to wide range of target audience

Advertising Ethics and Racial Minorities Fashion advertisements are less likely to have

minority models exception-supermodels Womenrsquos magazines are more likely to have

advertisements with minority models Female models are more prominent than male

models

Interracial couples seen as trendy and for the younger generation a trend that started in the mid-1990rsquos

1996 Ikea ndash ldquothe outfitter for every stylerdquo ndash TV ad which showed an interracial couple

discussing efforts to conceive a child ndash An ldquoadvertising breakthroughrdquo

Current Scenario Shock value of interracial couples is wearing

off More integrated advertisements overall Minorities are not in decision making roles in

advertising Advertisers are ignoring the minority market

despite population and buying power growth

Advertising and RacialDistribution Advertisers balance race with regards to

product endorsements Eg athletes in product endorsements Women in diamond jewellery ads

Women in Advertising

bull Media portrays women in debilitating demeaning and inaccurate ways

bull It presents women as flawless decorative objects dependent on men and it ignores the complexity of womenrsquos lives

Women Dependent on MenWomenrsquos Place is at Home

Stereotypes

bull Womenrsquos place is at home

bull Women need to depend upon men

bull Women do not make independent decision

bull Women view themselves and are viewed as

sex objects

Women are DecorativeSex Objects

Women are Shownhellip

bull Women are shown as less authoritative active powerful rational decisive and more concerned with youth and with their attractiveness

bull Women are depicted as less intelligent than men and tend to have subservient occupations

Beauty Myth

bull Models present a new ldquo melting potrdquo of beauty ( all colors all creeds all ethnicity -and all still young thin and flawless)

bull Advertising portray women as white with white standards of beauty derived from myths of whiteness

Women are Flawless

Thin is BeautifulThinness is Associated with Health

Ads and Articles in 48 Womenrsquos Vs

48 Menrsquos Magazines

AlcoholicBev

Female Green

Male Blue

Real or Not

Real Not

Children and Advertising FTC Guidelines ldquoWhen representations or sales practices are

targeted to a specific audience such as children the elderly or the terminally ill the Commission determines the effect of the practice on a reasonable member of that grouprdquo

Exposure to ads Most exposure to ads is through tv commericals bull Kids watch an average of 28 hours of tv a week (thatrsquos ~1100 hours a year) bull Kids are exposed to an average of 20000 commercialsyr bull How much of Saturday morning advertising is devoted to sugary cereals candy bars and other junk food 90

Prevalence of advertising tokids

No escape

Money spent on childrenrsquosadvertising $2 billion is spent annually on advertising to children bull Advertising spending aimed at children has increased by 2000 over the past 10 years bull No wonder Childrenrsquos influence on family

spending ndash 1960 $5 billion ndash 1984 $50 billion ndash 1997 $177 billion ndash 2001 $290 billion

And itrsquos not only $ ndash Increasing involvement of child psychologists and cognitive scientists ndash No guidelines for psychologists working in advertising ndash eg Saatchi amp Saatchi ldquoWe used child

psychologists to interview kids around the country with the idea of getting at the psychological underpinnings of kidsrsquo relationship with digital technology not just what theyrsquoll tell you on the surfacerdquo

Suggestive relationshipshellip bull Childrenrsquos tastes and perceived needs reflect the content of the programs they watch ndash food preferences (Atkin amp Gibson 1978) bull Exposure to cigarette and alcohol ads ndash Adolescents who recall more alcohol ads at 15 drink more at 18 (Connolly et al 1994) ndash 2X as many children as adults able to associate Joe Camel with Camel cigarettes and find ads appealing (DiFranza et al 1991) ndash In adolescents exposure to tv alcohol ads more

strongly correlated with drinking than other demographic factors (Atkin Hocking amp Block 1984)

Linguisticand cognitive competence to evaluateadvertisements

1) Recognition of intent Commercials as speech acts ndash Agentmdashentity whose intent the message represents ndash Scriptormdashentity who designs the form of the utterance ndash Actormdashentity who physically realizes the message In commercials the agent and scriptor are invisible Adults typically understand when they are confronted with a persuasive act 1048774Can children distinguish between programs and commercials 1048774Do they understand the purpose of advertising

2) Linguistic issues Do children interpret language used by

advertisers in the same way as adults -Do children extract the same denotational

meaning as adults -Do children make the same pragmatic

inferences as adults TV advertising targeted at young children does

not stand the most fundamental rule of advertising ethics that advertisements should be easily recognizable as such

namely by those who form the target group

Self-Regulatory Guidelines forChildrenrsquos Advertising Seven Principles 1 Advertisers should take into account the level of knowledge sophistication and maturity of their

audience 2 Advertisers should exercise care not to exploit unfairly the imaginative quality of children 3 Products and content inappropriate for use by children should not be advertised or promoted

directly to children 4 Advertisers should communicate information in a truthful and accurate manner and in language understandable to young children

5Advertisers are urged to capitalize on the potential of

advertising to influence behavior (for good) 6 Care should be taken to incorporate minority

and other groups in advertisements 7 It remains the prime responsibility of parents

to provide guidance for children Advertisers should contribute to this parent-child relationship in a constructive manner

Arguments for and againstregulation Against ndash Educative aspect of exposure to advertising ndash Ads as necessary part of maturation process ndash Needed for development of critical approach

to advertising later in life bull For ndash Children are not as cognitively sophisticated

as adults and need external protection

Sex In Advertising

Sex in advertising in the twentieth century has been on a steady increase since the late 1980rsquos

The increase since the late 1980rsquos has caused an increase in product sales and has not broken the stereotypes of sexes

Sex will be defined as both using sexuality to sell a product and also as using a male or female to sell a product

People are more likely to buy products advertised by the same sex 1048774 People are less likely to buy products advertised by the opposite sex 1048774 People are more likely to buy a product because of a spokes-character 1048774 People are more likely to remember advertisements with sexual innuendos

Advertising Ethics Stress importance of moral and values Honest and truthful claims Fulfill the norms of statutory authorities in

advertising approvals Follow a value oriented framework Define purpose spreading awareness +

protect consumer from economic and physical harm

Unethical advertising Degrades or underestimates the substitute or

competitorrsquos product Gives false or misleading information on the

value of the product Fails to give useful information on the possible

reaction or side effects of the product Immoral

Case Study Advertising tobacco and alcohol is not

permitted since consumption of these commodities leads to adverse medical social and psychological issues

Direct advertising of tobacco and alcohol has been prohibited by enforcement of National Legislation

Case Study Sponsorship of sports and movie events (Wills

World cup Gold Flake Tennis Tournament Chivas Regal Polo Championship Manikchand Filmfare Awards)

Examples Thumbs Up ad Mc Donaldrsquos Memory Plus Dabur Amla Hair Oil

Ethical issues Ads destroy freedom of choice or give more

choice Ads destroy democracy and freedom of mass

media or propagate freedom of speech and expression

Wraps social values or reflects the real world

Advertising Ethics and Racial Minorities Racially disadvantaged groups targeted Smooth Dude Joe Camel cigarettes

campaign by RJ Reynolds Tobacco Company Suzuki Samurai Pan Parag Minto Fresh

Advertising Ethics and Racial Minorities More likely to find minority models for

ldquoeverydayrdquo product categories ie gum electronic goods cigarettes cars

Not the main character but blend in the crowd

Part of the background ldquoEveryonerdquo is part of the main message to

appeal to wide range of target audience

Advertising Ethics and Racial Minorities Fashion advertisements are less likely to have

minority models exception-supermodels Womenrsquos magazines are more likely to have

advertisements with minority models Female models are more prominent than male

models

Interracial couples seen as trendy and for the younger generation a trend that started in the mid-1990rsquos

1996 Ikea ndash ldquothe outfitter for every stylerdquo ndash TV ad which showed an interracial couple

discussing efforts to conceive a child ndash An ldquoadvertising breakthroughrdquo

Current Scenario Shock value of interracial couples is wearing

off More integrated advertisements overall Minorities are not in decision making roles in

advertising Advertisers are ignoring the minority market

despite population and buying power growth

Advertising and RacialDistribution Advertisers balance race with regards to

product endorsements Eg athletes in product endorsements Women in diamond jewellery ads

Women in Advertising

bull Media portrays women in debilitating demeaning and inaccurate ways

bull It presents women as flawless decorative objects dependent on men and it ignores the complexity of womenrsquos lives

Women Dependent on MenWomenrsquos Place is at Home

Stereotypes

bull Womenrsquos place is at home

bull Women need to depend upon men

bull Women do not make independent decision

bull Women view themselves and are viewed as

sex objects

Women are DecorativeSex Objects

Women are Shownhellip

bull Women are shown as less authoritative active powerful rational decisive and more concerned with youth and with their attractiveness

bull Women are depicted as less intelligent than men and tend to have subservient occupations

Beauty Myth

bull Models present a new ldquo melting potrdquo of beauty ( all colors all creeds all ethnicity -and all still young thin and flawless)

bull Advertising portray women as white with white standards of beauty derived from myths of whiteness

Women are Flawless

Thin is BeautifulThinness is Associated with Health

Ads and Articles in 48 Womenrsquos Vs

48 Menrsquos Magazines

AlcoholicBev

Female Green

Male Blue

Real or Not

Real Not

Children and Advertising FTC Guidelines ldquoWhen representations or sales practices are

targeted to a specific audience such as children the elderly or the terminally ill the Commission determines the effect of the practice on a reasonable member of that grouprdquo

Exposure to ads Most exposure to ads is through tv commericals bull Kids watch an average of 28 hours of tv a week (thatrsquos ~1100 hours a year) bull Kids are exposed to an average of 20000 commercialsyr bull How much of Saturday morning advertising is devoted to sugary cereals candy bars and other junk food 90

Prevalence of advertising tokids

No escape

Money spent on childrenrsquosadvertising $2 billion is spent annually on advertising to children bull Advertising spending aimed at children has increased by 2000 over the past 10 years bull No wonder Childrenrsquos influence on family

spending ndash 1960 $5 billion ndash 1984 $50 billion ndash 1997 $177 billion ndash 2001 $290 billion

And itrsquos not only $ ndash Increasing involvement of child psychologists and cognitive scientists ndash No guidelines for psychologists working in advertising ndash eg Saatchi amp Saatchi ldquoWe used child

psychologists to interview kids around the country with the idea of getting at the psychological underpinnings of kidsrsquo relationship with digital technology not just what theyrsquoll tell you on the surfacerdquo

Suggestive relationshipshellip bull Childrenrsquos tastes and perceived needs reflect the content of the programs they watch ndash food preferences (Atkin amp Gibson 1978) bull Exposure to cigarette and alcohol ads ndash Adolescents who recall more alcohol ads at 15 drink more at 18 (Connolly et al 1994) ndash 2X as many children as adults able to associate Joe Camel with Camel cigarettes and find ads appealing (DiFranza et al 1991) ndash In adolescents exposure to tv alcohol ads more

strongly correlated with drinking than other demographic factors (Atkin Hocking amp Block 1984)

Linguisticand cognitive competence to evaluateadvertisements

1) Recognition of intent Commercials as speech acts ndash Agentmdashentity whose intent the message represents ndash Scriptormdashentity who designs the form of the utterance ndash Actormdashentity who physically realizes the message In commercials the agent and scriptor are invisible Adults typically understand when they are confronted with a persuasive act 1048774Can children distinguish between programs and commercials 1048774Do they understand the purpose of advertising

2) Linguistic issues Do children interpret language used by

advertisers in the same way as adults -Do children extract the same denotational

meaning as adults -Do children make the same pragmatic

inferences as adults TV advertising targeted at young children does

not stand the most fundamental rule of advertising ethics that advertisements should be easily recognizable as such

namely by those who form the target group

Self-Regulatory Guidelines forChildrenrsquos Advertising Seven Principles 1 Advertisers should take into account the level of knowledge sophistication and maturity of their

audience 2 Advertisers should exercise care not to exploit unfairly the imaginative quality of children 3 Products and content inappropriate for use by children should not be advertised or promoted

directly to children 4 Advertisers should communicate information in a truthful and accurate manner and in language understandable to young children

5Advertisers are urged to capitalize on the potential of

advertising to influence behavior (for good) 6 Care should be taken to incorporate minority

and other groups in advertisements 7 It remains the prime responsibility of parents

to provide guidance for children Advertisers should contribute to this parent-child relationship in a constructive manner

Arguments for and againstregulation Against ndash Educative aspect of exposure to advertising ndash Ads as necessary part of maturation process ndash Needed for development of critical approach

to advertising later in life bull For ndash Children are not as cognitively sophisticated

as adults and need external protection

Sex In Advertising

Sex in advertising in the twentieth century has been on a steady increase since the late 1980rsquos

The increase since the late 1980rsquos has caused an increase in product sales and has not broken the stereotypes of sexes

Sex will be defined as both using sexuality to sell a product and also as using a male or female to sell a product

People are more likely to buy products advertised by the same sex 1048774 People are less likely to buy products advertised by the opposite sex 1048774 People are more likely to buy a product because of a spokes-character 1048774 People are more likely to remember advertisements with sexual innuendos

Unethical advertising Degrades or underestimates the substitute or

competitorrsquos product Gives false or misleading information on the

value of the product Fails to give useful information on the possible

reaction or side effects of the product Immoral

Case Study Advertising tobacco and alcohol is not

permitted since consumption of these commodities leads to adverse medical social and psychological issues

Direct advertising of tobacco and alcohol has been prohibited by enforcement of National Legislation

Case Study Sponsorship of sports and movie events (Wills

World cup Gold Flake Tennis Tournament Chivas Regal Polo Championship Manikchand Filmfare Awards)

Examples Thumbs Up ad Mc Donaldrsquos Memory Plus Dabur Amla Hair Oil

Ethical issues Ads destroy freedom of choice or give more

choice Ads destroy democracy and freedom of mass

media or propagate freedom of speech and expression

Wraps social values or reflects the real world

Advertising Ethics and Racial Minorities Racially disadvantaged groups targeted Smooth Dude Joe Camel cigarettes

campaign by RJ Reynolds Tobacco Company Suzuki Samurai Pan Parag Minto Fresh

Advertising Ethics and Racial Minorities More likely to find minority models for

ldquoeverydayrdquo product categories ie gum electronic goods cigarettes cars

Not the main character but blend in the crowd

Part of the background ldquoEveryonerdquo is part of the main message to

appeal to wide range of target audience

Advertising Ethics and Racial Minorities Fashion advertisements are less likely to have

minority models exception-supermodels Womenrsquos magazines are more likely to have

advertisements with minority models Female models are more prominent than male

models

Interracial couples seen as trendy and for the younger generation a trend that started in the mid-1990rsquos

1996 Ikea ndash ldquothe outfitter for every stylerdquo ndash TV ad which showed an interracial couple

discussing efforts to conceive a child ndash An ldquoadvertising breakthroughrdquo

Current Scenario Shock value of interracial couples is wearing

off More integrated advertisements overall Minorities are not in decision making roles in

advertising Advertisers are ignoring the minority market

despite population and buying power growth

Advertising and RacialDistribution Advertisers balance race with regards to

product endorsements Eg athletes in product endorsements Women in diamond jewellery ads

Women in Advertising

bull Media portrays women in debilitating demeaning and inaccurate ways

bull It presents women as flawless decorative objects dependent on men and it ignores the complexity of womenrsquos lives

Women Dependent on MenWomenrsquos Place is at Home

Stereotypes

bull Womenrsquos place is at home

bull Women need to depend upon men

bull Women do not make independent decision

bull Women view themselves and are viewed as

sex objects

Women are DecorativeSex Objects

Women are Shownhellip

bull Women are shown as less authoritative active powerful rational decisive and more concerned with youth and with their attractiveness

bull Women are depicted as less intelligent than men and tend to have subservient occupations

Beauty Myth

bull Models present a new ldquo melting potrdquo of beauty ( all colors all creeds all ethnicity -and all still young thin and flawless)

bull Advertising portray women as white with white standards of beauty derived from myths of whiteness

Women are Flawless

Thin is BeautifulThinness is Associated with Health

Ads and Articles in 48 Womenrsquos Vs

48 Menrsquos Magazines

AlcoholicBev

Female Green

Male Blue

Real or Not

Real Not

Children and Advertising FTC Guidelines ldquoWhen representations or sales practices are

targeted to a specific audience such as children the elderly or the terminally ill the Commission determines the effect of the practice on a reasonable member of that grouprdquo

Exposure to ads Most exposure to ads is through tv commericals bull Kids watch an average of 28 hours of tv a week (thatrsquos ~1100 hours a year) bull Kids are exposed to an average of 20000 commercialsyr bull How much of Saturday morning advertising is devoted to sugary cereals candy bars and other junk food 90

Prevalence of advertising tokids

No escape

Money spent on childrenrsquosadvertising $2 billion is spent annually on advertising to children bull Advertising spending aimed at children has increased by 2000 over the past 10 years bull No wonder Childrenrsquos influence on family

spending ndash 1960 $5 billion ndash 1984 $50 billion ndash 1997 $177 billion ndash 2001 $290 billion

And itrsquos not only $ ndash Increasing involvement of child psychologists and cognitive scientists ndash No guidelines for psychologists working in advertising ndash eg Saatchi amp Saatchi ldquoWe used child

psychologists to interview kids around the country with the idea of getting at the psychological underpinnings of kidsrsquo relationship with digital technology not just what theyrsquoll tell you on the surfacerdquo

Suggestive relationshipshellip bull Childrenrsquos tastes and perceived needs reflect the content of the programs they watch ndash food preferences (Atkin amp Gibson 1978) bull Exposure to cigarette and alcohol ads ndash Adolescents who recall more alcohol ads at 15 drink more at 18 (Connolly et al 1994) ndash 2X as many children as adults able to associate Joe Camel with Camel cigarettes and find ads appealing (DiFranza et al 1991) ndash In adolescents exposure to tv alcohol ads more

strongly correlated with drinking than other demographic factors (Atkin Hocking amp Block 1984)

Linguisticand cognitive competence to evaluateadvertisements

1) Recognition of intent Commercials as speech acts ndash Agentmdashentity whose intent the message represents ndash Scriptormdashentity who designs the form of the utterance ndash Actormdashentity who physically realizes the message In commercials the agent and scriptor are invisible Adults typically understand when they are confronted with a persuasive act 1048774Can children distinguish between programs and commercials 1048774Do they understand the purpose of advertising

2) Linguistic issues Do children interpret language used by

advertisers in the same way as adults -Do children extract the same denotational

meaning as adults -Do children make the same pragmatic

inferences as adults TV advertising targeted at young children does

not stand the most fundamental rule of advertising ethics that advertisements should be easily recognizable as such

namely by those who form the target group

Self-Regulatory Guidelines forChildrenrsquos Advertising Seven Principles 1 Advertisers should take into account the level of knowledge sophistication and maturity of their

audience 2 Advertisers should exercise care not to exploit unfairly the imaginative quality of children 3 Products and content inappropriate for use by children should not be advertised or promoted

directly to children 4 Advertisers should communicate information in a truthful and accurate manner and in language understandable to young children

5Advertisers are urged to capitalize on the potential of

advertising to influence behavior (for good) 6 Care should be taken to incorporate minority

and other groups in advertisements 7 It remains the prime responsibility of parents

to provide guidance for children Advertisers should contribute to this parent-child relationship in a constructive manner

Arguments for and againstregulation Against ndash Educative aspect of exposure to advertising ndash Ads as necessary part of maturation process ndash Needed for development of critical approach

to advertising later in life bull For ndash Children are not as cognitively sophisticated

as adults and need external protection

Sex In Advertising

Sex in advertising in the twentieth century has been on a steady increase since the late 1980rsquos

The increase since the late 1980rsquos has caused an increase in product sales and has not broken the stereotypes of sexes

Sex will be defined as both using sexuality to sell a product and also as using a male or female to sell a product

People are more likely to buy products advertised by the same sex 1048774 People are less likely to buy products advertised by the opposite sex 1048774 People are more likely to buy a product because of a spokes-character 1048774 People are more likely to remember advertisements with sexual innuendos

Case Study Advertising tobacco and alcohol is not

permitted since consumption of these commodities leads to adverse medical social and psychological issues

Direct advertising of tobacco and alcohol has been prohibited by enforcement of National Legislation

Case Study Sponsorship of sports and movie events (Wills

World cup Gold Flake Tennis Tournament Chivas Regal Polo Championship Manikchand Filmfare Awards)

Examples Thumbs Up ad Mc Donaldrsquos Memory Plus Dabur Amla Hair Oil

Ethical issues Ads destroy freedom of choice or give more

choice Ads destroy democracy and freedom of mass

media or propagate freedom of speech and expression

Wraps social values or reflects the real world

Advertising Ethics and Racial Minorities Racially disadvantaged groups targeted Smooth Dude Joe Camel cigarettes

campaign by RJ Reynolds Tobacco Company Suzuki Samurai Pan Parag Minto Fresh

Advertising Ethics and Racial Minorities More likely to find minority models for

ldquoeverydayrdquo product categories ie gum electronic goods cigarettes cars

Not the main character but blend in the crowd

Part of the background ldquoEveryonerdquo is part of the main message to

appeal to wide range of target audience

Advertising Ethics and Racial Minorities Fashion advertisements are less likely to have

minority models exception-supermodels Womenrsquos magazines are more likely to have

advertisements with minority models Female models are more prominent than male

models

Interracial couples seen as trendy and for the younger generation a trend that started in the mid-1990rsquos

1996 Ikea ndash ldquothe outfitter for every stylerdquo ndash TV ad which showed an interracial couple

discussing efforts to conceive a child ndash An ldquoadvertising breakthroughrdquo

Current Scenario Shock value of interracial couples is wearing

off More integrated advertisements overall Minorities are not in decision making roles in

advertising Advertisers are ignoring the minority market

despite population and buying power growth

Advertising and RacialDistribution Advertisers balance race with regards to

product endorsements Eg athletes in product endorsements Women in diamond jewellery ads

Women in Advertising

bull Media portrays women in debilitating demeaning and inaccurate ways

bull It presents women as flawless decorative objects dependent on men and it ignores the complexity of womenrsquos lives

Women Dependent on MenWomenrsquos Place is at Home

Stereotypes

bull Womenrsquos place is at home

bull Women need to depend upon men

bull Women do not make independent decision

bull Women view themselves and are viewed as

sex objects

Women are DecorativeSex Objects

Women are Shownhellip

bull Women are shown as less authoritative active powerful rational decisive and more concerned with youth and with their attractiveness

bull Women are depicted as less intelligent than men and tend to have subservient occupations

Beauty Myth

bull Models present a new ldquo melting potrdquo of beauty ( all colors all creeds all ethnicity -and all still young thin and flawless)

bull Advertising portray women as white with white standards of beauty derived from myths of whiteness

Women are Flawless

Thin is BeautifulThinness is Associated with Health

Ads and Articles in 48 Womenrsquos Vs

48 Menrsquos Magazines

AlcoholicBev

Female Green

Male Blue

Real or Not

Real Not

Children and Advertising FTC Guidelines ldquoWhen representations or sales practices are

targeted to a specific audience such as children the elderly or the terminally ill the Commission determines the effect of the practice on a reasonable member of that grouprdquo

Exposure to ads Most exposure to ads is through tv commericals bull Kids watch an average of 28 hours of tv a week (thatrsquos ~1100 hours a year) bull Kids are exposed to an average of 20000 commercialsyr bull How much of Saturday morning advertising is devoted to sugary cereals candy bars and other junk food 90

Prevalence of advertising tokids

No escape

Money spent on childrenrsquosadvertising $2 billion is spent annually on advertising to children bull Advertising spending aimed at children has increased by 2000 over the past 10 years bull No wonder Childrenrsquos influence on family

spending ndash 1960 $5 billion ndash 1984 $50 billion ndash 1997 $177 billion ndash 2001 $290 billion

And itrsquos not only $ ndash Increasing involvement of child psychologists and cognitive scientists ndash No guidelines for psychologists working in advertising ndash eg Saatchi amp Saatchi ldquoWe used child

psychologists to interview kids around the country with the idea of getting at the psychological underpinnings of kidsrsquo relationship with digital technology not just what theyrsquoll tell you on the surfacerdquo

Suggestive relationshipshellip bull Childrenrsquos tastes and perceived needs reflect the content of the programs they watch ndash food preferences (Atkin amp Gibson 1978) bull Exposure to cigarette and alcohol ads ndash Adolescents who recall more alcohol ads at 15 drink more at 18 (Connolly et al 1994) ndash 2X as many children as adults able to associate Joe Camel with Camel cigarettes and find ads appealing (DiFranza et al 1991) ndash In adolescents exposure to tv alcohol ads more

strongly correlated with drinking than other demographic factors (Atkin Hocking amp Block 1984)

Linguisticand cognitive competence to evaluateadvertisements

1) Recognition of intent Commercials as speech acts ndash Agentmdashentity whose intent the message represents ndash Scriptormdashentity who designs the form of the utterance ndash Actormdashentity who physically realizes the message In commercials the agent and scriptor are invisible Adults typically understand when they are confronted with a persuasive act 1048774Can children distinguish between programs and commercials 1048774Do they understand the purpose of advertising

2) Linguistic issues Do children interpret language used by

advertisers in the same way as adults -Do children extract the same denotational

meaning as adults -Do children make the same pragmatic

inferences as adults TV advertising targeted at young children does

not stand the most fundamental rule of advertising ethics that advertisements should be easily recognizable as such

namely by those who form the target group

Self-Regulatory Guidelines forChildrenrsquos Advertising Seven Principles 1 Advertisers should take into account the level of knowledge sophistication and maturity of their

audience 2 Advertisers should exercise care not to exploit unfairly the imaginative quality of children 3 Products and content inappropriate for use by children should not be advertised or promoted

directly to children 4 Advertisers should communicate information in a truthful and accurate manner and in language understandable to young children

5Advertisers are urged to capitalize on the potential of

advertising to influence behavior (for good) 6 Care should be taken to incorporate minority

and other groups in advertisements 7 It remains the prime responsibility of parents

to provide guidance for children Advertisers should contribute to this parent-child relationship in a constructive manner

Arguments for and againstregulation Against ndash Educative aspect of exposure to advertising ndash Ads as necessary part of maturation process ndash Needed for development of critical approach

to advertising later in life bull For ndash Children are not as cognitively sophisticated

as adults and need external protection

Sex In Advertising

Sex in advertising in the twentieth century has been on a steady increase since the late 1980rsquos

The increase since the late 1980rsquos has caused an increase in product sales and has not broken the stereotypes of sexes

Sex will be defined as both using sexuality to sell a product and also as using a male or female to sell a product

People are more likely to buy products advertised by the same sex 1048774 People are less likely to buy products advertised by the opposite sex 1048774 People are more likely to buy a product because of a spokes-character 1048774 People are more likely to remember advertisements with sexual innuendos

Case Study Sponsorship of sports and movie events (Wills

World cup Gold Flake Tennis Tournament Chivas Regal Polo Championship Manikchand Filmfare Awards)

Examples Thumbs Up ad Mc Donaldrsquos Memory Plus Dabur Amla Hair Oil

Ethical issues Ads destroy freedom of choice or give more

choice Ads destroy democracy and freedom of mass

media or propagate freedom of speech and expression

Wraps social values or reflects the real world

Advertising Ethics and Racial Minorities Racially disadvantaged groups targeted Smooth Dude Joe Camel cigarettes

campaign by RJ Reynolds Tobacco Company Suzuki Samurai Pan Parag Minto Fresh

Advertising Ethics and Racial Minorities More likely to find minority models for

ldquoeverydayrdquo product categories ie gum electronic goods cigarettes cars

Not the main character but blend in the crowd

Part of the background ldquoEveryonerdquo is part of the main message to

appeal to wide range of target audience

Advertising Ethics and Racial Minorities Fashion advertisements are less likely to have

minority models exception-supermodels Womenrsquos magazines are more likely to have

advertisements with minority models Female models are more prominent than male

models

Interracial couples seen as trendy and for the younger generation a trend that started in the mid-1990rsquos

1996 Ikea ndash ldquothe outfitter for every stylerdquo ndash TV ad which showed an interracial couple

discussing efforts to conceive a child ndash An ldquoadvertising breakthroughrdquo

Current Scenario Shock value of interracial couples is wearing

off More integrated advertisements overall Minorities are not in decision making roles in

advertising Advertisers are ignoring the minority market

despite population and buying power growth

Advertising and RacialDistribution Advertisers balance race with regards to

product endorsements Eg athletes in product endorsements Women in diamond jewellery ads

Women in Advertising

bull Media portrays women in debilitating demeaning and inaccurate ways

bull It presents women as flawless decorative objects dependent on men and it ignores the complexity of womenrsquos lives

Women Dependent on MenWomenrsquos Place is at Home

Stereotypes

bull Womenrsquos place is at home

bull Women need to depend upon men

bull Women do not make independent decision

bull Women view themselves and are viewed as

sex objects

Women are DecorativeSex Objects

Women are Shownhellip

bull Women are shown as less authoritative active powerful rational decisive and more concerned with youth and with their attractiveness

bull Women are depicted as less intelligent than men and tend to have subservient occupations

Beauty Myth

bull Models present a new ldquo melting potrdquo of beauty ( all colors all creeds all ethnicity -and all still young thin and flawless)

bull Advertising portray women as white with white standards of beauty derived from myths of whiteness

Women are Flawless

Thin is BeautifulThinness is Associated with Health

Ads and Articles in 48 Womenrsquos Vs

48 Menrsquos Magazines

AlcoholicBev

Female Green

Male Blue

Real or Not

Real Not

Children and Advertising FTC Guidelines ldquoWhen representations or sales practices are

targeted to a specific audience such as children the elderly or the terminally ill the Commission determines the effect of the practice on a reasonable member of that grouprdquo

Exposure to ads Most exposure to ads is through tv commericals bull Kids watch an average of 28 hours of tv a week (thatrsquos ~1100 hours a year) bull Kids are exposed to an average of 20000 commercialsyr bull How much of Saturday morning advertising is devoted to sugary cereals candy bars and other junk food 90

Prevalence of advertising tokids

No escape

Money spent on childrenrsquosadvertising $2 billion is spent annually on advertising to children bull Advertising spending aimed at children has increased by 2000 over the past 10 years bull No wonder Childrenrsquos influence on family

spending ndash 1960 $5 billion ndash 1984 $50 billion ndash 1997 $177 billion ndash 2001 $290 billion

And itrsquos not only $ ndash Increasing involvement of child psychologists and cognitive scientists ndash No guidelines for psychologists working in advertising ndash eg Saatchi amp Saatchi ldquoWe used child

psychologists to interview kids around the country with the idea of getting at the psychological underpinnings of kidsrsquo relationship with digital technology not just what theyrsquoll tell you on the surfacerdquo

Suggestive relationshipshellip bull Childrenrsquos tastes and perceived needs reflect the content of the programs they watch ndash food preferences (Atkin amp Gibson 1978) bull Exposure to cigarette and alcohol ads ndash Adolescents who recall more alcohol ads at 15 drink more at 18 (Connolly et al 1994) ndash 2X as many children as adults able to associate Joe Camel with Camel cigarettes and find ads appealing (DiFranza et al 1991) ndash In adolescents exposure to tv alcohol ads more

strongly correlated with drinking than other demographic factors (Atkin Hocking amp Block 1984)

Linguisticand cognitive competence to evaluateadvertisements

1) Recognition of intent Commercials as speech acts ndash Agentmdashentity whose intent the message represents ndash Scriptormdashentity who designs the form of the utterance ndash Actormdashentity who physically realizes the message In commercials the agent and scriptor are invisible Adults typically understand when they are confronted with a persuasive act 1048774Can children distinguish between programs and commercials 1048774Do they understand the purpose of advertising

2) Linguistic issues Do children interpret language used by

advertisers in the same way as adults -Do children extract the same denotational

meaning as adults -Do children make the same pragmatic

inferences as adults TV advertising targeted at young children does

not stand the most fundamental rule of advertising ethics that advertisements should be easily recognizable as such

namely by those who form the target group

Self-Regulatory Guidelines forChildrenrsquos Advertising Seven Principles 1 Advertisers should take into account the level of knowledge sophistication and maturity of their

audience 2 Advertisers should exercise care not to exploit unfairly the imaginative quality of children 3 Products and content inappropriate for use by children should not be advertised or promoted

directly to children 4 Advertisers should communicate information in a truthful and accurate manner and in language understandable to young children

5Advertisers are urged to capitalize on the potential of

advertising to influence behavior (for good) 6 Care should be taken to incorporate minority

and other groups in advertisements 7 It remains the prime responsibility of parents

to provide guidance for children Advertisers should contribute to this parent-child relationship in a constructive manner

Arguments for and againstregulation Against ndash Educative aspect of exposure to advertising ndash Ads as necessary part of maturation process ndash Needed for development of critical approach

to advertising later in life bull For ndash Children are not as cognitively sophisticated

as adults and need external protection

Sex In Advertising

Sex in advertising in the twentieth century has been on a steady increase since the late 1980rsquos

The increase since the late 1980rsquos has caused an increase in product sales and has not broken the stereotypes of sexes

Sex will be defined as both using sexuality to sell a product and also as using a male or female to sell a product

People are more likely to buy products advertised by the same sex 1048774 People are less likely to buy products advertised by the opposite sex 1048774 People are more likely to buy a product because of a spokes-character 1048774 People are more likely to remember advertisements with sexual innuendos

Examples Thumbs Up ad Mc Donaldrsquos Memory Plus Dabur Amla Hair Oil

Ethical issues Ads destroy freedom of choice or give more

choice Ads destroy democracy and freedom of mass

media or propagate freedom of speech and expression

Wraps social values or reflects the real world

Advertising Ethics and Racial Minorities Racially disadvantaged groups targeted Smooth Dude Joe Camel cigarettes

campaign by RJ Reynolds Tobacco Company Suzuki Samurai Pan Parag Minto Fresh

Advertising Ethics and Racial Minorities More likely to find minority models for

ldquoeverydayrdquo product categories ie gum electronic goods cigarettes cars

Not the main character but blend in the crowd

Part of the background ldquoEveryonerdquo is part of the main message to

appeal to wide range of target audience

Advertising Ethics and Racial Minorities Fashion advertisements are less likely to have

minority models exception-supermodels Womenrsquos magazines are more likely to have

advertisements with minority models Female models are more prominent than male

models

Interracial couples seen as trendy and for the younger generation a trend that started in the mid-1990rsquos

1996 Ikea ndash ldquothe outfitter for every stylerdquo ndash TV ad which showed an interracial couple

discussing efforts to conceive a child ndash An ldquoadvertising breakthroughrdquo

Current Scenario Shock value of interracial couples is wearing

off More integrated advertisements overall Minorities are not in decision making roles in

advertising Advertisers are ignoring the minority market

despite population and buying power growth

Advertising and RacialDistribution Advertisers balance race with regards to

product endorsements Eg athletes in product endorsements Women in diamond jewellery ads

Women in Advertising

bull Media portrays women in debilitating demeaning and inaccurate ways

bull It presents women as flawless decorative objects dependent on men and it ignores the complexity of womenrsquos lives

Women Dependent on MenWomenrsquos Place is at Home

Stereotypes

bull Womenrsquos place is at home

bull Women need to depend upon men

bull Women do not make independent decision

bull Women view themselves and are viewed as

sex objects

Women are DecorativeSex Objects

Women are Shownhellip

bull Women are shown as less authoritative active powerful rational decisive and more concerned with youth and with their attractiveness

bull Women are depicted as less intelligent than men and tend to have subservient occupations

Beauty Myth

bull Models present a new ldquo melting potrdquo of beauty ( all colors all creeds all ethnicity -and all still young thin and flawless)

bull Advertising portray women as white with white standards of beauty derived from myths of whiteness

Women are Flawless

Thin is BeautifulThinness is Associated with Health

Ads and Articles in 48 Womenrsquos Vs

48 Menrsquos Magazines

AlcoholicBev

Female Green

Male Blue

Real or Not

Real Not

Children and Advertising FTC Guidelines ldquoWhen representations or sales practices are

targeted to a specific audience such as children the elderly or the terminally ill the Commission determines the effect of the practice on a reasonable member of that grouprdquo

Exposure to ads Most exposure to ads is through tv commericals bull Kids watch an average of 28 hours of tv a week (thatrsquos ~1100 hours a year) bull Kids are exposed to an average of 20000 commercialsyr bull How much of Saturday morning advertising is devoted to sugary cereals candy bars and other junk food 90

Prevalence of advertising tokids

No escape

Money spent on childrenrsquosadvertising $2 billion is spent annually on advertising to children bull Advertising spending aimed at children has increased by 2000 over the past 10 years bull No wonder Childrenrsquos influence on family

spending ndash 1960 $5 billion ndash 1984 $50 billion ndash 1997 $177 billion ndash 2001 $290 billion

And itrsquos not only $ ndash Increasing involvement of child psychologists and cognitive scientists ndash No guidelines for psychologists working in advertising ndash eg Saatchi amp Saatchi ldquoWe used child

psychologists to interview kids around the country with the idea of getting at the psychological underpinnings of kidsrsquo relationship with digital technology not just what theyrsquoll tell you on the surfacerdquo

Suggestive relationshipshellip bull Childrenrsquos tastes and perceived needs reflect the content of the programs they watch ndash food preferences (Atkin amp Gibson 1978) bull Exposure to cigarette and alcohol ads ndash Adolescents who recall more alcohol ads at 15 drink more at 18 (Connolly et al 1994) ndash 2X as many children as adults able to associate Joe Camel with Camel cigarettes and find ads appealing (DiFranza et al 1991) ndash In adolescents exposure to tv alcohol ads more

strongly correlated with drinking than other demographic factors (Atkin Hocking amp Block 1984)

Linguisticand cognitive competence to evaluateadvertisements

1) Recognition of intent Commercials as speech acts ndash Agentmdashentity whose intent the message represents ndash Scriptormdashentity who designs the form of the utterance ndash Actormdashentity who physically realizes the message In commercials the agent and scriptor are invisible Adults typically understand when they are confronted with a persuasive act 1048774Can children distinguish between programs and commercials 1048774Do they understand the purpose of advertising

2) Linguistic issues Do children interpret language used by

advertisers in the same way as adults -Do children extract the same denotational

meaning as adults -Do children make the same pragmatic

inferences as adults TV advertising targeted at young children does

not stand the most fundamental rule of advertising ethics that advertisements should be easily recognizable as such

namely by those who form the target group

Self-Regulatory Guidelines forChildrenrsquos Advertising Seven Principles 1 Advertisers should take into account the level of knowledge sophistication and maturity of their

audience 2 Advertisers should exercise care not to exploit unfairly the imaginative quality of children 3 Products and content inappropriate for use by children should not be advertised or promoted

directly to children 4 Advertisers should communicate information in a truthful and accurate manner and in language understandable to young children

5Advertisers are urged to capitalize on the potential of

advertising to influence behavior (for good) 6 Care should be taken to incorporate minority

and other groups in advertisements 7 It remains the prime responsibility of parents

to provide guidance for children Advertisers should contribute to this parent-child relationship in a constructive manner

Arguments for and againstregulation Against ndash Educative aspect of exposure to advertising ndash Ads as necessary part of maturation process ndash Needed for development of critical approach

to advertising later in life bull For ndash Children are not as cognitively sophisticated

as adults and need external protection

Sex In Advertising

Sex in advertising in the twentieth century has been on a steady increase since the late 1980rsquos

The increase since the late 1980rsquos has caused an increase in product sales and has not broken the stereotypes of sexes

Sex will be defined as both using sexuality to sell a product and also as using a male or female to sell a product

People are more likely to buy products advertised by the same sex 1048774 People are less likely to buy products advertised by the opposite sex 1048774 People are more likely to buy a product because of a spokes-character 1048774 People are more likely to remember advertisements with sexual innuendos

Ethical issues Ads destroy freedom of choice or give more

choice Ads destroy democracy and freedom of mass

media or propagate freedom of speech and expression

Wraps social values or reflects the real world

Advertising Ethics and Racial Minorities Racially disadvantaged groups targeted Smooth Dude Joe Camel cigarettes

campaign by RJ Reynolds Tobacco Company Suzuki Samurai Pan Parag Minto Fresh

Advertising Ethics and Racial Minorities More likely to find minority models for

ldquoeverydayrdquo product categories ie gum electronic goods cigarettes cars

Not the main character but blend in the crowd

Part of the background ldquoEveryonerdquo is part of the main message to

appeal to wide range of target audience

Advertising Ethics and Racial Minorities Fashion advertisements are less likely to have

minority models exception-supermodels Womenrsquos magazines are more likely to have

advertisements with minority models Female models are more prominent than male

models

Interracial couples seen as trendy and for the younger generation a trend that started in the mid-1990rsquos

1996 Ikea ndash ldquothe outfitter for every stylerdquo ndash TV ad which showed an interracial couple

discussing efforts to conceive a child ndash An ldquoadvertising breakthroughrdquo

Current Scenario Shock value of interracial couples is wearing

off More integrated advertisements overall Minorities are not in decision making roles in

advertising Advertisers are ignoring the minority market

despite population and buying power growth

Advertising and RacialDistribution Advertisers balance race with regards to

product endorsements Eg athletes in product endorsements Women in diamond jewellery ads

Women in Advertising

bull Media portrays women in debilitating demeaning and inaccurate ways

bull It presents women as flawless decorative objects dependent on men and it ignores the complexity of womenrsquos lives

Women Dependent on MenWomenrsquos Place is at Home

Stereotypes

bull Womenrsquos place is at home

bull Women need to depend upon men

bull Women do not make independent decision

bull Women view themselves and are viewed as

sex objects

Women are DecorativeSex Objects

Women are Shownhellip

bull Women are shown as less authoritative active powerful rational decisive and more concerned with youth and with their attractiveness

bull Women are depicted as less intelligent than men and tend to have subservient occupations

Beauty Myth

bull Models present a new ldquo melting potrdquo of beauty ( all colors all creeds all ethnicity -and all still young thin and flawless)

bull Advertising portray women as white with white standards of beauty derived from myths of whiteness

Women are Flawless

Thin is BeautifulThinness is Associated with Health

Ads and Articles in 48 Womenrsquos Vs

48 Menrsquos Magazines

AlcoholicBev

Female Green

Male Blue

Real or Not

Real Not

Children and Advertising FTC Guidelines ldquoWhen representations or sales practices are

targeted to a specific audience such as children the elderly or the terminally ill the Commission determines the effect of the practice on a reasonable member of that grouprdquo

Exposure to ads Most exposure to ads is through tv commericals bull Kids watch an average of 28 hours of tv a week (thatrsquos ~1100 hours a year) bull Kids are exposed to an average of 20000 commercialsyr bull How much of Saturday morning advertising is devoted to sugary cereals candy bars and other junk food 90

Prevalence of advertising tokids

No escape

Money spent on childrenrsquosadvertising $2 billion is spent annually on advertising to children bull Advertising spending aimed at children has increased by 2000 over the past 10 years bull No wonder Childrenrsquos influence on family

spending ndash 1960 $5 billion ndash 1984 $50 billion ndash 1997 $177 billion ndash 2001 $290 billion

And itrsquos not only $ ndash Increasing involvement of child psychologists and cognitive scientists ndash No guidelines for psychologists working in advertising ndash eg Saatchi amp Saatchi ldquoWe used child

psychologists to interview kids around the country with the idea of getting at the psychological underpinnings of kidsrsquo relationship with digital technology not just what theyrsquoll tell you on the surfacerdquo

Suggestive relationshipshellip bull Childrenrsquos tastes and perceived needs reflect the content of the programs they watch ndash food preferences (Atkin amp Gibson 1978) bull Exposure to cigarette and alcohol ads ndash Adolescents who recall more alcohol ads at 15 drink more at 18 (Connolly et al 1994) ndash 2X as many children as adults able to associate Joe Camel with Camel cigarettes and find ads appealing (DiFranza et al 1991) ndash In adolescents exposure to tv alcohol ads more

strongly correlated with drinking than other demographic factors (Atkin Hocking amp Block 1984)

Linguisticand cognitive competence to evaluateadvertisements

1) Recognition of intent Commercials as speech acts ndash Agentmdashentity whose intent the message represents ndash Scriptormdashentity who designs the form of the utterance ndash Actormdashentity who physically realizes the message In commercials the agent and scriptor are invisible Adults typically understand when they are confronted with a persuasive act 1048774Can children distinguish between programs and commercials 1048774Do they understand the purpose of advertising

2) Linguistic issues Do children interpret language used by

advertisers in the same way as adults -Do children extract the same denotational

meaning as adults -Do children make the same pragmatic

inferences as adults TV advertising targeted at young children does

not stand the most fundamental rule of advertising ethics that advertisements should be easily recognizable as such

namely by those who form the target group

Self-Regulatory Guidelines forChildrenrsquos Advertising Seven Principles 1 Advertisers should take into account the level of knowledge sophistication and maturity of their

audience 2 Advertisers should exercise care not to exploit unfairly the imaginative quality of children 3 Products and content inappropriate for use by children should not be advertised or promoted

directly to children 4 Advertisers should communicate information in a truthful and accurate manner and in language understandable to young children

5Advertisers are urged to capitalize on the potential of

advertising to influence behavior (for good) 6 Care should be taken to incorporate minority

and other groups in advertisements 7 It remains the prime responsibility of parents

to provide guidance for children Advertisers should contribute to this parent-child relationship in a constructive manner

Arguments for and againstregulation Against ndash Educative aspect of exposure to advertising ndash Ads as necessary part of maturation process ndash Needed for development of critical approach

to advertising later in life bull For ndash Children are not as cognitively sophisticated

as adults and need external protection

Sex In Advertising

Sex in advertising in the twentieth century has been on a steady increase since the late 1980rsquos

The increase since the late 1980rsquos has caused an increase in product sales and has not broken the stereotypes of sexes

Sex will be defined as both using sexuality to sell a product and also as using a male or female to sell a product

People are more likely to buy products advertised by the same sex 1048774 People are less likely to buy products advertised by the opposite sex 1048774 People are more likely to buy a product because of a spokes-character 1048774 People are more likely to remember advertisements with sexual innuendos

Advertising Ethics and Racial Minorities Racially disadvantaged groups targeted Smooth Dude Joe Camel cigarettes

campaign by RJ Reynolds Tobacco Company Suzuki Samurai Pan Parag Minto Fresh

Advertising Ethics and Racial Minorities More likely to find minority models for

ldquoeverydayrdquo product categories ie gum electronic goods cigarettes cars

Not the main character but blend in the crowd

Part of the background ldquoEveryonerdquo is part of the main message to

appeal to wide range of target audience

Advertising Ethics and Racial Minorities Fashion advertisements are less likely to have

minority models exception-supermodels Womenrsquos magazines are more likely to have

advertisements with minority models Female models are more prominent than male

models

Interracial couples seen as trendy and for the younger generation a trend that started in the mid-1990rsquos

1996 Ikea ndash ldquothe outfitter for every stylerdquo ndash TV ad which showed an interracial couple

discussing efforts to conceive a child ndash An ldquoadvertising breakthroughrdquo

Current Scenario Shock value of interracial couples is wearing

off More integrated advertisements overall Minorities are not in decision making roles in

advertising Advertisers are ignoring the minority market

despite population and buying power growth

Advertising and RacialDistribution Advertisers balance race with regards to

product endorsements Eg athletes in product endorsements Women in diamond jewellery ads

Women in Advertising

bull Media portrays women in debilitating demeaning and inaccurate ways

bull It presents women as flawless decorative objects dependent on men and it ignores the complexity of womenrsquos lives

Women Dependent on MenWomenrsquos Place is at Home

Stereotypes

bull Womenrsquos place is at home

bull Women need to depend upon men

bull Women do not make independent decision

bull Women view themselves and are viewed as

sex objects

Women are DecorativeSex Objects

Women are Shownhellip

bull Women are shown as less authoritative active powerful rational decisive and more concerned with youth and with their attractiveness

bull Women are depicted as less intelligent than men and tend to have subservient occupations

Beauty Myth

bull Models present a new ldquo melting potrdquo of beauty ( all colors all creeds all ethnicity -and all still young thin and flawless)

bull Advertising portray women as white with white standards of beauty derived from myths of whiteness

Women are Flawless

Thin is BeautifulThinness is Associated with Health

Ads and Articles in 48 Womenrsquos Vs

48 Menrsquos Magazines

AlcoholicBev

Female Green

Male Blue

Real or Not

Real Not

Children and Advertising FTC Guidelines ldquoWhen representations or sales practices are

targeted to a specific audience such as children the elderly or the terminally ill the Commission determines the effect of the practice on a reasonable member of that grouprdquo

Exposure to ads Most exposure to ads is through tv commericals bull Kids watch an average of 28 hours of tv a week (thatrsquos ~1100 hours a year) bull Kids are exposed to an average of 20000 commercialsyr bull How much of Saturday morning advertising is devoted to sugary cereals candy bars and other junk food 90

Prevalence of advertising tokids

No escape

Money spent on childrenrsquosadvertising $2 billion is spent annually on advertising to children bull Advertising spending aimed at children has increased by 2000 over the past 10 years bull No wonder Childrenrsquos influence on family

spending ndash 1960 $5 billion ndash 1984 $50 billion ndash 1997 $177 billion ndash 2001 $290 billion

And itrsquos not only $ ndash Increasing involvement of child psychologists and cognitive scientists ndash No guidelines for psychologists working in advertising ndash eg Saatchi amp Saatchi ldquoWe used child

psychologists to interview kids around the country with the idea of getting at the psychological underpinnings of kidsrsquo relationship with digital technology not just what theyrsquoll tell you on the surfacerdquo

Suggestive relationshipshellip bull Childrenrsquos tastes and perceived needs reflect the content of the programs they watch ndash food preferences (Atkin amp Gibson 1978) bull Exposure to cigarette and alcohol ads ndash Adolescents who recall more alcohol ads at 15 drink more at 18 (Connolly et al 1994) ndash 2X as many children as adults able to associate Joe Camel with Camel cigarettes and find ads appealing (DiFranza et al 1991) ndash In adolescents exposure to tv alcohol ads more

strongly correlated with drinking than other demographic factors (Atkin Hocking amp Block 1984)

Linguisticand cognitive competence to evaluateadvertisements

1) Recognition of intent Commercials as speech acts ndash Agentmdashentity whose intent the message represents ndash Scriptormdashentity who designs the form of the utterance ndash Actormdashentity who physically realizes the message In commercials the agent and scriptor are invisible Adults typically understand when they are confronted with a persuasive act 1048774Can children distinguish between programs and commercials 1048774Do they understand the purpose of advertising

2) Linguistic issues Do children interpret language used by

advertisers in the same way as adults -Do children extract the same denotational

meaning as adults -Do children make the same pragmatic

inferences as adults TV advertising targeted at young children does

not stand the most fundamental rule of advertising ethics that advertisements should be easily recognizable as such

namely by those who form the target group

Self-Regulatory Guidelines forChildrenrsquos Advertising Seven Principles 1 Advertisers should take into account the level of knowledge sophistication and maturity of their

audience 2 Advertisers should exercise care not to exploit unfairly the imaginative quality of children 3 Products and content inappropriate for use by children should not be advertised or promoted

directly to children 4 Advertisers should communicate information in a truthful and accurate manner and in language understandable to young children

5Advertisers are urged to capitalize on the potential of

advertising to influence behavior (for good) 6 Care should be taken to incorporate minority

and other groups in advertisements 7 It remains the prime responsibility of parents

to provide guidance for children Advertisers should contribute to this parent-child relationship in a constructive manner

Arguments for and againstregulation Against ndash Educative aspect of exposure to advertising ndash Ads as necessary part of maturation process ndash Needed for development of critical approach

to advertising later in life bull For ndash Children are not as cognitively sophisticated

as adults and need external protection

Sex In Advertising

Sex in advertising in the twentieth century has been on a steady increase since the late 1980rsquos

The increase since the late 1980rsquos has caused an increase in product sales and has not broken the stereotypes of sexes

Sex will be defined as both using sexuality to sell a product and also as using a male or female to sell a product

People are more likely to buy products advertised by the same sex 1048774 People are less likely to buy products advertised by the opposite sex 1048774 People are more likely to buy a product because of a spokes-character 1048774 People are more likely to remember advertisements with sexual innuendos

Advertising Ethics and Racial Minorities More likely to find minority models for

ldquoeverydayrdquo product categories ie gum electronic goods cigarettes cars

Not the main character but blend in the crowd

Part of the background ldquoEveryonerdquo is part of the main message to

appeal to wide range of target audience

Advertising Ethics and Racial Minorities Fashion advertisements are less likely to have

minority models exception-supermodels Womenrsquos magazines are more likely to have

advertisements with minority models Female models are more prominent than male

models

Interracial couples seen as trendy and for the younger generation a trend that started in the mid-1990rsquos

1996 Ikea ndash ldquothe outfitter for every stylerdquo ndash TV ad which showed an interracial couple

discussing efforts to conceive a child ndash An ldquoadvertising breakthroughrdquo

Current Scenario Shock value of interracial couples is wearing

off More integrated advertisements overall Minorities are not in decision making roles in

advertising Advertisers are ignoring the minority market

despite population and buying power growth

Advertising and RacialDistribution Advertisers balance race with regards to

product endorsements Eg athletes in product endorsements Women in diamond jewellery ads

Women in Advertising

bull Media portrays women in debilitating demeaning and inaccurate ways

bull It presents women as flawless decorative objects dependent on men and it ignores the complexity of womenrsquos lives

Women Dependent on MenWomenrsquos Place is at Home

Stereotypes

bull Womenrsquos place is at home

bull Women need to depend upon men

bull Women do not make independent decision

bull Women view themselves and are viewed as

sex objects

Women are DecorativeSex Objects

Women are Shownhellip

bull Women are shown as less authoritative active powerful rational decisive and more concerned with youth and with their attractiveness

bull Women are depicted as less intelligent than men and tend to have subservient occupations

Beauty Myth

bull Models present a new ldquo melting potrdquo of beauty ( all colors all creeds all ethnicity -and all still young thin and flawless)

bull Advertising portray women as white with white standards of beauty derived from myths of whiteness

Women are Flawless

Thin is BeautifulThinness is Associated with Health

Ads and Articles in 48 Womenrsquos Vs

48 Menrsquos Magazines

AlcoholicBev

Female Green

Male Blue

Real or Not

Real Not

Children and Advertising FTC Guidelines ldquoWhen representations or sales practices are

targeted to a specific audience such as children the elderly or the terminally ill the Commission determines the effect of the practice on a reasonable member of that grouprdquo

Exposure to ads Most exposure to ads is through tv commericals bull Kids watch an average of 28 hours of tv a week (thatrsquos ~1100 hours a year) bull Kids are exposed to an average of 20000 commercialsyr bull How much of Saturday morning advertising is devoted to sugary cereals candy bars and other junk food 90

Prevalence of advertising tokids

No escape

Money spent on childrenrsquosadvertising $2 billion is spent annually on advertising to children bull Advertising spending aimed at children has increased by 2000 over the past 10 years bull No wonder Childrenrsquos influence on family

spending ndash 1960 $5 billion ndash 1984 $50 billion ndash 1997 $177 billion ndash 2001 $290 billion

And itrsquos not only $ ndash Increasing involvement of child psychologists and cognitive scientists ndash No guidelines for psychologists working in advertising ndash eg Saatchi amp Saatchi ldquoWe used child

psychologists to interview kids around the country with the idea of getting at the psychological underpinnings of kidsrsquo relationship with digital technology not just what theyrsquoll tell you on the surfacerdquo

Suggestive relationshipshellip bull Childrenrsquos tastes and perceived needs reflect the content of the programs they watch ndash food preferences (Atkin amp Gibson 1978) bull Exposure to cigarette and alcohol ads ndash Adolescents who recall more alcohol ads at 15 drink more at 18 (Connolly et al 1994) ndash 2X as many children as adults able to associate Joe Camel with Camel cigarettes and find ads appealing (DiFranza et al 1991) ndash In adolescents exposure to tv alcohol ads more

strongly correlated with drinking than other demographic factors (Atkin Hocking amp Block 1984)

Linguisticand cognitive competence to evaluateadvertisements

1) Recognition of intent Commercials as speech acts ndash Agentmdashentity whose intent the message represents ndash Scriptormdashentity who designs the form of the utterance ndash Actormdashentity who physically realizes the message In commercials the agent and scriptor are invisible Adults typically understand when they are confronted with a persuasive act 1048774Can children distinguish between programs and commercials 1048774Do they understand the purpose of advertising

2) Linguistic issues Do children interpret language used by

advertisers in the same way as adults -Do children extract the same denotational

meaning as adults -Do children make the same pragmatic

inferences as adults TV advertising targeted at young children does

not stand the most fundamental rule of advertising ethics that advertisements should be easily recognizable as such

namely by those who form the target group

Self-Regulatory Guidelines forChildrenrsquos Advertising Seven Principles 1 Advertisers should take into account the level of knowledge sophistication and maturity of their

audience 2 Advertisers should exercise care not to exploit unfairly the imaginative quality of children 3 Products and content inappropriate for use by children should not be advertised or promoted

directly to children 4 Advertisers should communicate information in a truthful and accurate manner and in language understandable to young children

5Advertisers are urged to capitalize on the potential of

advertising to influence behavior (for good) 6 Care should be taken to incorporate minority

and other groups in advertisements 7 It remains the prime responsibility of parents

to provide guidance for children Advertisers should contribute to this parent-child relationship in a constructive manner

Arguments for and againstregulation Against ndash Educative aspect of exposure to advertising ndash Ads as necessary part of maturation process ndash Needed for development of critical approach

to advertising later in life bull For ndash Children are not as cognitively sophisticated

as adults and need external protection

Sex In Advertising

Sex in advertising in the twentieth century has been on a steady increase since the late 1980rsquos

The increase since the late 1980rsquos has caused an increase in product sales and has not broken the stereotypes of sexes

Sex will be defined as both using sexuality to sell a product and also as using a male or female to sell a product

People are more likely to buy products advertised by the same sex 1048774 People are less likely to buy products advertised by the opposite sex 1048774 People are more likely to buy a product because of a spokes-character 1048774 People are more likely to remember advertisements with sexual innuendos

Advertising Ethics and Racial Minorities Fashion advertisements are less likely to have

minority models exception-supermodels Womenrsquos magazines are more likely to have

advertisements with minority models Female models are more prominent than male

models

Interracial couples seen as trendy and for the younger generation a trend that started in the mid-1990rsquos

1996 Ikea ndash ldquothe outfitter for every stylerdquo ndash TV ad which showed an interracial couple

discussing efforts to conceive a child ndash An ldquoadvertising breakthroughrdquo

Current Scenario Shock value of interracial couples is wearing

off More integrated advertisements overall Minorities are not in decision making roles in

advertising Advertisers are ignoring the minority market

despite population and buying power growth

Advertising and RacialDistribution Advertisers balance race with regards to

product endorsements Eg athletes in product endorsements Women in diamond jewellery ads

Women in Advertising

bull Media portrays women in debilitating demeaning and inaccurate ways

bull It presents women as flawless decorative objects dependent on men and it ignores the complexity of womenrsquos lives

Women Dependent on MenWomenrsquos Place is at Home

Stereotypes

bull Womenrsquos place is at home

bull Women need to depend upon men

bull Women do not make independent decision

bull Women view themselves and are viewed as

sex objects

Women are DecorativeSex Objects

Women are Shownhellip

bull Women are shown as less authoritative active powerful rational decisive and more concerned with youth and with their attractiveness

bull Women are depicted as less intelligent than men and tend to have subservient occupations

Beauty Myth

bull Models present a new ldquo melting potrdquo of beauty ( all colors all creeds all ethnicity -and all still young thin and flawless)

bull Advertising portray women as white with white standards of beauty derived from myths of whiteness

Women are Flawless

Thin is BeautifulThinness is Associated with Health

Ads and Articles in 48 Womenrsquos Vs

48 Menrsquos Magazines

AlcoholicBev

Female Green

Male Blue

Real or Not

Real Not

Children and Advertising FTC Guidelines ldquoWhen representations or sales practices are

targeted to a specific audience such as children the elderly or the terminally ill the Commission determines the effect of the practice on a reasonable member of that grouprdquo

Exposure to ads Most exposure to ads is through tv commericals bull Kids watch an average of 28 hours of tv a week (thatrsquos ~1100 hours a year) bull Kids are exposed to an average of 20000 commercialsyr bull How much of Saturday morning advertising is devoted to sugary cereals candy bars and other junk food 90

Prevalence of advertising tokids

No escape

Money spent on childrenrsquosadvertising $2 billion is spent annually on advertising to children bull Advertising spending aimed at children has increased by 2000 over the past 10 years bull No wonder Childrenrsquos influence on family

spending ndash 1960 $5 billion ndash 1984 $50 billion ndash 1997 $177 billion ndash 2001 $290 billion

And itrsquos not only $ ndash Increasing involvement of child psychologists and cognitive scientists ndash No guidelines for psychologists working in advertising ndash eg Saatchi amp Saatchi ldquoWe used child

psychologists to interview kids around the country with the idea of getting at the psychological underpinnings of kidsrsquo relationship with digital technology not just what theyrsquoll tell you on the surfacerdquo

Suggestive relationshipshellip bull Childrenrsquos tastes and perceived needs reflect the content of the programs they watch ndash food preferences (Atkin amp Gibson 1978) bull Exposure to cigarette and alcohol ads ndash Adolescents who recall more alcohol ads at 15 drink more at 18 (Connolly et al 1994) ndash 2X as many children as adults able to associate Joe Camel with Camel cigarettes and find ads appealing (DiFranza et al 1991) ndash In adolescents exposure to tv alcohol ads more

strongly correlated with drinking than other demographic factors (Atkin Hocking amp Block 1984)

Linguisticand cognitive competence to evaluateadvertisements

1) Recognition of intent Commercials as speech acts ndash Agentmdashentity whose intent the message represents ndash Scriptormdashentity who designs the form of the utterance ndash Actormdashentity who physically realizes the message In commercials the agent and scriptor are invisible Adults typically understand when they are confronted with a persuasive act 1048774Can children distinguish between programs and commercials 1048774Do they understand the purpose of advertising

2) Linguistic issues Do children interpret language used by

advertisers in the same way as adults -Do children extract the same denotational

meaning as adults -Do children make the same pragmatic

inferences as adults TV advertising targeted at young children does

not stand the most fundamental rule of advertising ethics that advertisements should be easily recognizable as such

namely by those who form the target group

Self-Regulatory Guidelines forChildrenrsquos Advertising Seven Principles 1 Advertisers should take into account the level of knowledge sophistication and maturity of their

audience 2 Advertisers should exercise care not to exploit unfairly the imaginative quality of children 3 Products and content inappropriate for use by children should not be advertised or promoted

directly to children 4 Advertisers should communicate information in a truthful and accurate manner and in language understandable to young children

5Advertisers are urged to capitalize on the potential of

advertising to influence behavior (for good) 6 Care should be taken to incorporate minority

and other groups in advertisements 7 It remains the prime responsibility of parents

to provide guidance for children Advertisers should contribute to this parent-child relationship in a constructive manner

Arguments for and againstregulation Against ndash Educative aspect of exposure to advertising ndash Ads as necessary part of maturation process ndash Needed for development of critical approach

to advertising later in life bull For ndash Children are not as cognitively sophisticated

as adults and need external protection

Sex In Advertising

Sex in advertising in the twentieth century has been on a steady increase since the late 1980rsquos

The increase since the late 1980rsquos has caused an increase in product sales and has not broken the stereotypes of sexes

Sex will be defined as both using sexuality to sell a product and also as using a male or female to sell a product

People are more likely to buy products advertised by the same sex 1048774 People are less likely to buy products advertised by the opposite sex 1048774 People are more likely to buy a product because of a spokes-character 1048774 People are more likely to remember advertisements with sexual innuendos

Interracial couples seen as trendy and for the younger generation a trend that started in the mid-1990rsquos

1996 Ikea ndash ldquothe outfitter for every stylerdquo ndash TV ad which showed an interracial couple

discussing efforts to conceive a child ndash An ldquoadvertising breakthroughrdquo

Current Scenario Shock value of interracial couples is wearing

off More integrated advertisements overall Minorities are not in decision making roles in

advertising Advertisers are ignoring the minority market

despite population and buying power growth

Advertising and RacialDistribution Advertisers balance race with regards to

product endorsements Eg athletes in product endorsements Women in diamond jewellery ads

Women in Advertising

bull Media portrays women in debilitating demeaning and inaccurate ways

bull It presents women as flawless decorative objects dependent on men and it ignores the complexity of womenrsquos lives

Women Dependent on MenWomenrsquos Place is at Home

Stereotypes

bull Womenrsquos place is at home

bull Women need to depend upon men

bull Women do not make independent decision

bull Women view themselves and are viewed as

sex objects

Women are DecorativeSex Objects

Women are Shownhellip

bull Women are shown as less authoritative active powerful rational decisive and more concerned with youth and with their attractiveness

bull Women are depicted as less intelligent than men and tend to have subservient occupations

Beauty Myth

bull Models present a new ldquo melting potrdquo of beauty ( all colors all creeds all ethnicity -and all still young thin and flawless)

bull Advertising portray women as white with white standards of beauty derived from myths of whiteness

Women are Flawless

Thin is BeautifulThinness is Associated with Health

Ads and Articles in 48 Womenrsquos Vs

48 Menrsquos Magazines

AlcoholicBev

Female Green

Male Blue

Real or Not

Real Not

Children and Advertising FTC Guidelines ldquoWhen representations or sales practices are

targeted to a specific audience such as children the elderly or the terminally ill the Commission determines the effect of the practice on a reasonable member of that grouprdquo

Exposure to ads Most exposure to ads is through tv commericals bull Kids watch an average of 28 hours of tv a week (thatrsquos ~1100 hours a year) bull Kids are exposed to an average of 20000 commercialsyr bull How much of Saturday morning advertising is devoted to sugary cereals candy bars and other junk food 90

Prevalence of advertising tokids

No escape

Money spent on childrenrsquosadvertising $2 billion is spent annually on advertising to children bull Advertising spending aimed at children has increased by 2000 over the past 10 years bull No wonder Childrenrsquos influence on family

spending ndash 1960 $5 billion ndash 1984 $50 billion ndash 1997 $177 billion ndash 2001 $290 billion

And itrsquos not only $ ndash Increasing involvement of child psychologists and cognitive scientists ndash No guidelines for psychologists working in advertising ndash eg Saatchi amp Saatchi ldquoWe used child

psychologists to interview kids around the country with the idea of getting at the psychological underpinnings of kidsrsquo relationship with digital technology not just what theyrsquoll tell you on the surfacerdquo

Suggestive relationshipshellip bull Childrenrsquos tastes and perceived needs reflect the content of the programs they watch ndash food preferences (Atkin amp Gibson 1978) bull Exposure to cigarette and alcohol ads ndash Adolescents who recall more alcohol ads at 15 drink more at 18 (Connolly et al 1994) ndash 2X as many children as adults able to associate Joe Camel with Camel cigarettes and find ads appealing (DiFranza et al 1991) ndash In adolescents exposure to tv alcohol ads more

strongly correlated with drinking than other demographic factors (Atkin Hocking amp Block 1984)

Linguisticand cognitive competence to evaluateadvertisements

1) Recognition of intent Commercials as speech acts ndash Agentmdashentity whose intent the message represents ndash Scriptormdashentity who designs the form of the utterance ndash Actormdashentity who physically realizes the message In commercials the agent and scriptor are invisible Adults typically understand when they are confronted with a persuasive act 1048774Can children distinguish between programs and commercials 1048774Do they understand the purpose of advertising

2) Linguistic issues Do children interpret language used by

advertisers in the same way as adults -Do children extract the same denotational

meaning as adults -Do children make the same pragmatic

inferences as adults TV advertising targeted at young children does

not stand the most fundamental rule of advertising ethics that advertisements should be easily recognizable as such

namely by those who form the target group

Self-Regulatory Guidelines forChildrenrsquos Advertising Seven Principles 1 Advertisers should take into account the level of knowledge sophistication and maturity of their

audience 2 Advertisers should exercise care not to exploit unfairly the imaginative quality of children 3 Products and content inappropriate for use by children should not be advertised or promoted

directly to children 4 Advertisers should communicate information in a truthful and accurate manner and in language understandable to young children

5Advertisers are urged to capitalize on the potential of

advertising to influence behavior (for good) 6 Care should be taken to incorporate minority

and other groups in advertisements 7 It remains the prime responsibility of parents

to provide guidance for children Advertisers should contribute to this parent-child relationship in a constructive manner

Arguments for and againstregulation Against ndash Educative aspect of exposure to advertising ndash Ads as necessary part of maturation process ndash Needed for development of critical approach

to advertising later in life bull For ndash Children are not as cognitively sophisticated

as adults and need external protection

Sex In Advertising

Sex in advertising in the twentieth century has been on a steady increase since the late 1980rsquos

The increase since the late 1980rsquos has caused an increase in product sales and has not broken the stereotypes of sexes

Sex will be defined as both using sexuality to sell a product and also as using a male or female to sell a product

People are more likely to buy products advertised by the same sex 1048774 People are less likely to buy products advertised by the opposite sex 1048774 People are more likely to buy a product because of a spokes-character 1048774 People are more likely to remember advertisements with sexual innuendos

Current Scenario Shock value of interracial couples is wearing

off More integrated advertisements overall Minorities are not in decision making roles in

advertising Advertisers are ignoring the minority market

despite population and buying power growth

Advertising and RacialDistribution Advertisers balance race with regards to

product endorsements Eg athletes in product endorsements Women in diamond jewellery ads

Women in Advertising

bull Media portrays women in debilitating demeaning and inaccurate ways

bull It presents women as flawless decorative objects dependent on men and it ignores the complexity of womenrsquos lives

Women Dependent on MenWomenrsquos Place is at Home

Stereotypes

bull Womenrsquos place is at home

bull Women need to depend upon men

bull Women do not make independent decision

bull Women view themselves and are viewed as

sex objects

Women are DecorativeSex Objects

Women are Shownhellip

bull Women are shown as less authoritative active powerful rational decisive and more concerned with youth and with their attractiveness

bull Women are depicted as less intelligent than men and tend to have subservient occupations

Beauty Myth

bull Models present a new ldquo melting potrdquo of beauty ( all colors all creeds all ethnicity -and all still young thin and flawless)

bull Advertising portray women as white with white standards of beauty derived from myths of whiteness

Women are Flawless

Thin is BeautifulThinness is Associated with Health

Ads and Articles in 48 Womenrsquos Vs

48 Menrsquos Magazines

AlcoholicBev

Female Green

Male Blue

Real or Not

Real Not

Children and Advertising FTC Guidelines ldquoWhen representations or sales practices are

targeted to a specific audience such as children the elderly or the terminally ill the Commission determines the effect of the practice on a reasonable member of that grouprdquo

Exposure to ads Most exposure to ads is through tv commericals bull Kids watch an average of 28 hours of tv a week (thatrsquos ~1100 hours a year) bull Kids are exposed to an average of 20000 commercialsyr bull How much of Saturday morning advertising is devoted to sugary cereals candy bars and other junk food 90

Prevalence of advertising tokids

No escape

Money spent on childrenrsquosadvertising $2 billion is spent annually on advertising to children bull Advertising spending aimed at children has increased by 2000 over the past 10 years bull No wonder Childrenrsquos influence on family

spending ndash 1960 $5 billion ndash 1984 $50 billion ndash 1997 $177 billion ndash 2001 $290 billion

And itrsquos not only $ ndash Increasing involvement of child psychologists and cognitive scientists ndash No guidelines for psychologists working in advertising ndash eg Saatchi amp Saatchi ldquoWe used child

psychologists to interview kids around the country with the idea of getting at the psychological underpinnings of kidsrsquo relationship with digital technology not just what theyrsquoll tell you on the surfacerdquo

Suggestive relationshipshellip bull Childrenrsquos tastes and perceived needs reflect the content of the programs they watch ndash food preferences (Atkin amp Gibson 1978) bull Exposure to cigarette and alcohol ads ndash Adolescents who recall more alcohol ads at 15 drink more at 18 (Connolly et al 1994) ndash 2X as many children as adults able to associate Joe Camel with Camel cigarettes and find ads appealing (DiFranza et al 1991) ndash In adolescents exposure to tv alcohol ads more

strongly correlated with drinking than other demographic factors (Atkin Hocking amp Block 1984)

Linguisticand cognitive competence to evaluateadvertisements

1) Recognition of intent Commercials as speech acts ndash Agentmdashentity whose intent the message represents ndash Scriptormdashentity who designs the form of the utterance ndash Actormdashentity who physically realizes the message In commercials the agent and scriptor are invisible Adults typically understand when they are confronted with a persuasive act 1048774Can children distinguish between programs and commercials 1048774Do they understand the purpose of advertising

2) Linguistic issues Do children interpret language used by

advertisers in the same way as adults -Do children extract the same denotational

meaning as adults -Do children make the same pragmatic

inferences as adults TV advertising targeted at young children does

not stand the most fundamental rule of advertising ethics that advertisements should be easily recognizable as such

namely by those who form the target group

Self-Regulatory Guidelines forChildrenrsquos Advertising Seven Principles 1 Advertisers should take into account the level of knowledge sophistication and maturity of their

audience 2 Advertisers should exercise care not to exploit unfairly the imaginative quality of children 3 Products and content inappropriate for use by children should not be advertised or promoted

directly to children 4 Advertisers should communicate information in a truthful and accurate manner and in language understandable to young children

5Advertisers are urged to capitalize on the potential of

advertising to influence behavior (for good) 6 Care should be taken to incorporate minority

and other groups in advertisements 7 It remains the prime responsibility of parents

to provide guidance for children Advertisers should contribute to this parent-child relationship in a constructive manner

Arguments for and againstregulation Against ndash Educative aspect of exposure to advertising ndash Ads as necessary part of maturation process ndash Needed for development of critical approach

to advertising later in life bull For ndash Children are not as cognitively sophisticated

as adults and need external protection

Sex In Advertising

Sex in advertising in the twentieth century has been on a steady increase since the late 1980rsquos

The increase since the late 1980rsquos has caused an increase in product sales and has not broken the stereotypes of sexes

Sex will be defined as both using sexuality to sell a product and also as using a male or female to sell a product

People are more likely to buy products advertised by the same sex 1048774 People are less likely to buy products advertised by the opposite sex 1048774 People are more likely to buy a product because of a spokes-character 1048774 People are more likely to remember advertisements with sexual innuendos

Advertising and RacialDistribution Advertisers balance race with regards to

product endorsements Eg athletes in product endorsements Women in diamond jewellery ads

Women in Advertising

bull Media portrays women in debilitating demeaning and inaccurate ways

bull It presents women as flawless decorative objects dependent on men and it ignores the complexity of womenrsquos lives

Women Dependent on MenWomenrsquos Place is at Home

Stereotypes

bull Womenrsquos place is at home

bull Women need to depend upon men

bull Women do not make independent decision

bull Women view themselves and are viewed as

sex objects

Women are DecorativeSex Objects

Women are Shownhellip

bull Women are shown as less authoritative active powerful rational decisive and more concerned with youth and with their attractiveness

bull Women are depicted as less intelligent than men and tend to have subservient occupations

Beauty Myth

bull Models present a new ldquo melting potrdquo of beauty ( all colors all creeds all ethnicity -and all still young thin and flawless)

bull Advertising portray women as white with white standards of beauty derived from myths of whiteness

Women are Flawless

Thin is BeautifulThinness is Associated with Health

Ads and Articles in 48 Womenrsquos Vs

48 Menrsquos Magazines

AlcoholicBev

Female Green

Male Blue

Real or Not

Real Not

Children and Advertising FTC Guidelines ldquoWhen representations or sales practices are

targeted to a specific audience such as children the elderly or the terminally ill the Commission determines the effect of the practice on a reasonable member of that grouprdquo

Exposure to ads Most exposure to ads is through tv commericals bull Kids watch an average of 28 hours of tv a week (thatrsquos ~1100 hours a year) bull Kids are exposed to an average of 20000 commercialsyr bull How much of Saturday morning advertising is devoted to sugary cereals candy bars and other junk food 90

Prevalence of advertising tokids

No escape

Money spent on childrenrsquosadvertising $2 billion is spent annually on advertising to children bull Advertising spending aimed at children has increased by 2000 over the past 10 years bull No wonder Childrenrsquos influence on family

spending ndash 1960 $5 billion ndash 1984 $50 billion ndash 1997 $177 billion ndash 2001 $290 billion

And itrsquos not only $ ndash Increasing involvement of child psychologists and cognitive scientists ndash No guidelines for psychologists working in advertising ndash eg Saatchi amp Saatchi ldquoWe used child

psychologists to interview kids around the country with the idea of getting at the psychological underpinnings of kidsrsquo relationship with digital technology not just what theyrsquoll tell you on the surfacerdquo

Suggestive relationshipshellip bull Childrenrsquos tastes and perceived needs reflect the content of the programs they watch ndash food preferences (Atkin amp Gibson 1978) bull Exposure to cigarette and alcohol ads ndash Adolescents who recall more alcohol ads at 15 drink more at 18 (Connolly et al 1994) ndash 2X as many children as adults able to associate Joe Camel with Camel cigarettes and find ads appealing (DiFranza et al 1991) ndash In adolescents exposure to tv alcohol ads more

strongly correlated with drinking than other demographic factors (Atkin Hocking amp Block 1984)

Linguisticand cognitive competence to evaluateadvertisements

1) Recognition of intent Commercials as speech acts ndash Agentmdashentity whose intent the message represents ndash Scriptormdashentity who designs the form of the utterance ndash Actormdashentity who physically realizes the message In commercials the agent and scriptor are invisible Adults typically understand when they are confronted with a persuasive act 1048774Can children distinguish between programs and commercials 1048774Do they understand the purpose of advertising

2) Linguistic issues Do children interpret language used by

advertisers in the same way as adults -Do children extract the same denotational

meaning as adults -Do children make the same pragmatic

inferences as adults TV advertising targeted at young children does

not stand the most fundamental rule of advertising ethics that advertisements should be easily recognizable as such

namely by those who form the target group

Self-Regulatory Guidelines forChildrenrsquos Advertising Seven Principles 1 Advertisers should take into account the level of knowledge sophistication and maturity of their

audience 2 Advertisers should exercise care not to exploit unfairly the imaginative quality of children 3 Products and content inappropriate for use by children should not be advertised or promoted

directly to children 4 Advertisers should communicate information in a truthful and accurate manner and in language understandable to young children

5Advertisers are urged to capitalize on the potential of

advertising to influence behavior (for good) 6 Care should be taken to incorporate minority

and other groups in advertisements 7 It remains the prime responsibility of parents

to provide guidance for children Advertisers should contribute to this parent-child relationship in a constructive manner

Arguments for and againstregulation Against ndash Educative aspect of exposure to advertising ndash Ads as necessary part of maturation process ndash Needed for development of critical approach

to advertising later in life bull For ndash Children are not as cognitively sophisticated

as adults and need external protection

Sex In Advertising

Sex in advertising in the twentieth century has been on a steady increase since the late 1980rsquos

The increase since the late 1980rsquos has caused an increase in product sales and has not broken the stereotypes of sexes

Sex will be defined as both using sexuality to sell a product and also as using a male or female to sell a product

People are more likely to buy products advertised by the same sex 1048774 People are less likely to buy products advertised by the opposite sex 1048774 People are more likely to buy a product because of a spokes-character 1048774 People are more likely to remember advertisements with sexual innuendos

Women in Advertising

bull Media portrays women in debilitating demeaning and inaccurate ways

bull It presents women as flawless decorative objects dependent on men and it ignores the complexity of womenrsquos lives

Women Dependent on MenWomenrsquos Place is at Home

Stereotypes

bull Womenrsquos place is at home

bull Women need to depend upon men

bull Women do not make independent decision

bull Women view themselves and are viewed as

sex objects

Women are DecorativeSex Objects

Women are Shownhellip

bull Women are shown as less authoritative active powerful rational decisive and more concerned with youth and with their attractiveness

bull Women are depicted as less intelligent than men and tend to have subservient occupations

Beauty Myth

bull Models present a new ldquo melting potrdquo of beauty ( all colors all creeds all ethnicity -and all still young thin and flawless)

bull Advertising portray women as white with white standards of beauty derived from myths of whiteness

Women are Flawless

Thin is BeautifulThinness is Associated with Health

Ads and Articles in 48 Womenrsquos Vs

48 Menrsquos Magazines

AlcoholicBev

Female Green

Male Blue

Real or Not

Real Not

Children and Advertising FTC Guidelines ldquoWhen representations or sales practices are

targeted to a specific audience such as children the elderly or the terminally ill the Commission determines the effect of the practice on a reasonable member of that grouprdquo

Exposure to ads Most exposure to ads is through tv commericals bull Kids watch an average of 28 hours of tv a week (thatrsquos ~1100 hours a year) bull Kids are exposed to an average of 20000 commercialsyr bull How much of Saturday morning advertising is devoted to sugary cereals candy bars and other junk food 90

Prevalence of advertising tokids

No escape

Money spent on childrenrsquosadvertising $2 billion is spent annually on advertising to children bull Advertising spending aimed at children has increased by 2000 over the past 10 years bull No wonder Childrenrsquos influence on family

spending ndash 1960 $5 billion ndash 1984 $50 billion ndash 1997 $177 billion ndash 2001 $290 billion

And itrsquos not only $ ndash Increasing involvement of child psychologists and cognitive scientists ndash No guidelines for psychologists working in advertising ndash eg Saatchi amp Saatchi ldquoWe used child

psychologists to interview kids around the country with the idea of getting at the psychological underpinnings of kidsrsquo relationship with digital technology not just what theyrsquoll tell you on the surfacerdquo

Suggestive relationshipshellip bull Childrenrsquos tastes and perceived needs reflect the content of the programs they watch ndash food preferences (Atkin amp Gibson 1978) bull Exposure to cigarette and alcohol ads ndash Adolescents who recall more alcohol ads at 15 drink more at 18 (Connolly et al 1994) ndash 2X as many children as adults able to associate Joe Camel with Camel cigarettes and find ads appealing (DiFranza et al 1991) ndash In adolescents exposure to tv alcohol ads more

strongly correlated with drinking than other demographic factors (Atkin Hocking amp Block 1984)

Linguisticand cognitive competence to evaluateadvertisements

1) Recognition of intent Commercials as speech acts ndash Agentmdashentity whose intent the message represents ndash Scriptormdashentity who designs the form of the utterance ndash Actormdashentity who physically realizes the message In commercials the agent and scriptor are invisible Adults typically understand when they are confronted with a persuasive act 1048774Can children distinguish between programs and commercials 1048774Do they understand the purpose of advertising

2) Linguistic issues Do children interpret language used by

advertisers in the same way as adults -Do children extract the same denotational

meaning as adults -Do children make the same pragmatic

inferences as adults TV advertising targeted at young children does

not stand the most fundamental rule of advertising ethics that advertisements should be easily recognizable as such

namely by those who form the target group

Self-Regulatory Guidelines forChildrenrsquos Advertising Seven Principles 1 Advertisers should take into account the level of knowledge sophistication and maturity of their

audience 2 Advertisers should exercise care not to exploit unfairly the imaginative quality of children 3 Products and content inappropriate for use by children should not be advertised or promoted

directly to children 4 Advertisers should communicate information in a truthful and accurate manner and in language understandable to young children

5Advertisers are urged to capitalize on the potential of

advertising to influence behavior (for good) 6 Care should be taken to incorporate minority

and other groups in advertisements 7 It remains the prime responsibility of parents

to provide guidance for children Advertisers should contribute to this parent-child relationship in a constructive manner

Arguments for and againstregulation Against ndash Educative aspect of exposure to advertising ndash Ads as necessary part of maturation process ndash Needed for development of critical approach

to advertising later in life bull For ndash Children are not as cognitively sophisticated

as adults and need external protection

Sex In Advertising

Sex in advertising in the twentieth century has been on a steady increase since the late 1980rsquos

The increase since the late 1980rsquos has caused an increase in product sales and has not broken the stereotypes of sexes

Sex will be defined as both using sexuality to sell a product and also as using a male or female to sell a product

People are more likely to buy products advertised by the same sex 1048774 People are less likely to buy products advertised by the opposite sex 1048774 People are more likely to buy a product because of a spokes-character 1048774 People are more likely to remember advertisements with sexual innuendos

Women Dependent on MenWomenrsquos Place is at Home

Stereotypes

bull Womenrsquos place is at home

bull Women need to depend upon men

bull Women do not make independent decision

bull Women view themselves and are viewed as

sex objects

Women are DecorativeSex Objects

Women are Shownhellip

bull Women are shown as less authoritative active powerful rational decisive and more concerned with youth and with their attractiveness

bull Women are depicted as less intelligent than men and tend to have subservient occupations

Beauty Myth

bull Models present a new ldquo melting potrdquo of beauty ( all colors all creeds all ethnicity -and all still young thin and flawless)

bull Advertising portray women as white with white standards of beauty derived from myths of whiteness

Women are Flawless

Thin is BeautifulThinness is Associated with Health

Ads and Articles in 48 Womenrsquos Vs

48 Menrsquos Magazines

AlcoholicBev

Female Green

Male Blue

Real or Not

Real Not

Children and Advertising FTC Guidelines ldquoWhen representations or sales practices are

targeted to a specific audience such as children the elderly or the terminally ill the Commission determines the effect of the practice on a reasonable member of that grouprdquo

Exposure to ads Most exposure to ads is through tv commericals bull Kids watch an average of 28 hours of tv a week (thatrsquos ~1100 hours a year) bull Kids are exposed to an average of 20000 commercialsyr bull How much of Saturday morning advertising is devoted to sugary cereals candy bars and other junk food 90

Prevalence of advertising tokids

No escape

Money spent on childrenrsquosadvertising $2 billion is spent annually on advertising to children bull Advertising spending aimed at children has increased by 2000 over the past 10 years bull No wonder Childrenrsquos influence on family

spending ndash 1960 $5 billion ndash 1984 $50 billion ndash 1997 $177 billion ndash 2001 $290 billion

And itrsquos not only $ ndash Increasing involvement of child psychologists and cognitive scientists ndash No guidelines for psychologists working in advertising ndash eg Saatchi amp Saatchi ldquoWe used child

psychologists to interview kids around the country with the idea of getting at the psychological underpinnings of kidsrsquo relationship with digital technology not just what theyrsquoll tell you on the surfacerdquo

Suggestive relationshipshellip bull Childrenrsquos tastes and perceived needs reflect the content of the programs they watch ndash food preferences (Atkin amp Gibson 1978) bull Exposure to cigarette and alcohol ads ndash Adolescents who recall more alcohol ads at 15 drink more at 18 (Connolly et al 1994) ndash 2X as many children as adults able to associate Joe Camel with Camel cigarettes and find ads appealing (DiFranza et al 1991) ndash In adolescents exposure to tv alcohol ads more

strongly correlated with drinking than other demographic factors (Atkin Hocking amp Block 1984)

Linguisticand cognitive competence to evaluateadvertisements

1) Recognition of intent Commercials as speech acts ndash Agentmdashentity whose intent the message represents ndash Scriptormdashentity who designs the form of the utterance ndash Actormdashentity who physically realizes the message In commercials the agent and scriptor are invisible Adults typically understand when they are confronted with a persuasive act 1048774Can children distinguish between programs and commercials 1048774Do they understand the purpose of advertising

2) Linguistic issues Do children interpret language used by

advertisers in the same way as adults -Do children extract the same denotational

meaning as adults -Do children make the same pragmatic

inferences as adults TV advertising targeted at young children does

not stand the most fundamental rule of advertising ethics that advertisements should be easily recognizable as such

namely by those who form the target group

Self-Regulatory Guidelines forChildrenrsquos Advertising Seven Principles 1 Advertisers should take into account the level of knowledge sophistication and maturity of their

audience 2 Advertisers should exercise care not to exploit unfairly the imaginative quality of children 3 Products and content inappropriate for use by children should not be advertised or promoted

directly to children 4 Advertisers should communicate information in a truthful and accurate manner and in language understandable to young children

5Advertisers are urged to capitalize on the potential of

advertising to influence behavior (for good) 6 Care should be taken to incorporate minority

and other groups in advertisements 7 It remains the prime responsibility of parents

to provide guidance for children Advertisers should contribute to this parent-child relationship in a constructive manner

Arguments for and againstregulation Against ndash Educative aspect of exposure to advertising ndash Ads as necessary part of maturation process ndash Needed for development of critical approach

to advertising later in life bull For ndash Children are not as cognitively sophisticated

as adults and need external protection

Sex In Advertising

Sex in advertising in the twentieth century has been on a steady increase since the late 1980rsquos

The increase since the late 1980rsquos has caused an increase in product sales and has not broken the stereotypes of sexes

Sex will be defined as both using sexuality to sell a product and also as using a male or female to sell a product

People are more likely to buy products advertised by the same sex 1048774 People are less likely to buy products advertised by the opposite sex 1048774 People are more likely to buy a product because of a spokes-character 1048774 People are more likely to remember advertisements with sexual innuendos

Stereotypes

bull Womenrsquos place is at home

bull Women need to depend upon men

bull Women do not make independent decision

bull Women view themselves and are viewed as

sex objects

Women are DecorativeSex Objects

Women are Shownhellip

bull Women are shown as less authoritative active powerful rational decisive and more concerned with youth and with their attractiveness

bull Women are depicted as less intelligent than men and tend to have subservient occupations

Beauty Myth

bull Models present a new ldquo melting potrdquo of beauty ( all colors all creeds all ethnicity -and all still young thin and flawless)

bull Advertising portray women as white with white standards of beauty derived from myths of whiteness

Women are Flawless

Thin is BeautifulThinness is Associated with Health

Ads and Articles in 48 Womenrsquos Vs

48 Menrsquos Magazines

AlcoholicBev

Female Green

Male Blue

Real or Not

Real Not

Children and Advertising FTC Guidelines ldquoWhen representations or sales practices are

targeted to a specific audience such as children the elderly or the terminally ill the Commission determines the effect of the practice on a reasonable member of that grouprdquo

Exposure to ads Most exposure to ads is through tv commericals bull Kids watch an average of 28 hours of tv a week (thatrsquos ~1100 hours a year) bull Kids are exposed to an average of 20000 commercialsyr bull How much of Saturday morning advertising is devoted to sugary cereals candy bars and other junk food 90

Prevalence of advertising tokids

No escape

Money spent on childrenrsquosadvertising $2 billion is spent annually on advertising to children bull Advertising spending aimed at children has increased by 2000 over the past 10 years bull No wonder Childrenrsquos influence on family

spending ndash 1960 $5 billion ndash 1984 $50 billion ndash 1997 $177 billion ndash 2001 $290 billion

And itrsquos not only $ ndash Increasing involvement of child psychologists and cognitive scientists ndash No guidelines for psychologists working in advertising ndash eg Saatchi amp Saatchi ldquoWe used child

psychologists to interview kids around the country with the idea of getting at the psychological underpinnings of kidsrsquo relationship with digital technology not just what theyrsquoll tell you on the surfacerdquo

Suggestive relationshipshellip bull Childrenrsquos tastes and perceived needs reflect the content of the programs they watch ndash food preferences (Atkin amp Gibson 1978) bull Exposure to cigarette and alcohol ads ndash Adolescents who recall more alcohol ads at 15 drink more at 18 (Connolly et al 1994) ndash 2X as many children as adults able to associate Joe Camel with Camel cigarettes and find ads appealing (DiFranza et al 1991) ndash In adolescents exposure to tv alcohol ads more

strongly correlated with drinking than other demographic factors (Atkin Hocking amp Block 1984)

Linguisticand cognitive competence to evaluateadvertisements

1) Recognition of intent Commercials as speech acts ndash Agentmdashentity whose intent the message represents ndash Scriptormdashentity who designs the form of the utterance ndash Actormdashentity who physically realizes the message In commercials the agent and scriptor are invisible Adults typically understand when they are confronted with a persuasive act 1048774Can children distinguish between programs and commercials 1048774Do they understand the purpose of advertising

2) Linguistic issues Do children interpret language used by

advertisers in the same way as adults -Do children extract the same denotational

meaning as adults -Do children make the same pragmatic

inferences as adults TV advertising targeted at young children does

not stand the most fundamental rule of advertising ethics that advertisements should be easily recognizable as such

namely by those who form the target group

Self-Regulatory Guidelines forChildrenrsquos Advertising Seven Principles 1 Advertisers should take into account the level of knowledge sophistication and maturity of their

audience 2 Advertisers should exercise care not to exploit unfairly the imaginative quality of children 3 Products and content inappropriate for use by children should not be advertised or promoted

directly to children 4 Advertisers should communicate information in a truthful and accurate manner and in language understandable to young children

5Advertisers are urged to capitalize on the potential of

advertising to influence behavior (for good) 6 Care should be taken to incorporate minority

and other groups in advertisements 7 It remains the prime responsibility of parents

to provide guidance for children Advertisers should contribute to this parent-child relationship in a constructive manner

Arguments for and againstregulation Against ndash Educative aspect of exposure to advertising ndash Ads as necessary part of maturation process ndash Needed for development of critical approach

to advertising later in life bull For ndash Children are not as cognitively sophisticated

as adults and need external protection

Sex In Advertising

Sex in advertising in the twentieth century has been on a steady increase since the late 1980rsquos

The increase since the late 1980rsquos has caused an increase in product sales and has not broken the stereotypes of sexes

Sex will be defined as both using sexuality to sell a product and also as using a male or female to sell a product

People are more likely to buy products advertised by the same sex 1048774 People are less likely to buy products advertised by the opposite sex 1048774 People are more likely to buy a product because of a spokes-character 1048774 People are more likely to remember advertisements with sexual innuendos

Women are DecorativeSex Objects

Women are Shownhellip

bull Women are shown as less authoritative active powerful rational decisive and more concerned with youth and with their attractiveness

bull Women are depicted as less intelligent than men and tend to have subservient occupations

Beauty Myth

bull Models present a new ldquo melting potrdquo of beauty ( all colors all creeds all ethnicity -and all still young thin and flawless)

bull Advertising portray women as white with white standards of beauty derived from myths of whiteness

Women are Flawless

Thin is BeautifulThinness is Associated with Health

Ads and Articles in 48 Womenrsquos Vs

48 Menrsquos Magazines

AlcoholicBev

Female Green

Male Blue

Real or Not

Real Not

Children and Advertising FTC Guidelines ldquoWhen representations or sales practices are

targeted to a specific audience such as children the elderly or the terminally ill the Commission determines the effect of the practice on a reasonable member of that grouprdquo

Exposure to ads Most exposure to ads is through tv commericals bull Kids watch an average of 28 hours of tv a week (thatrsquos ~1100 hours a year) bull Kids are exposed to an average of 20000 commercialsyr bull How much of Saturday morning advertising is devoted to sugary cereals candy bars and other junk food 90

Prevalence of advertising tokids

No escape

Money spent on childrenrsquosadvertising $2 billion is spent annually on advertising to children bull Advertising spending aimed at children has increased by 2000 over the past 10 years bull No wonder Childrenrsquos influence on family

spending ndash 1960 $5 billion ndash 1984 $50 billion ndash 1997 $177 billion ndash 2001 $290 billion

And itrsquos not only $ ndash Increasing involvement of child psychologists and cognitive scientists ndash No guidelines for psychologists working in advertising ndash eg Saatchi amp Saatchi ldquoWe used child

psychologists to interview kids around the country with the idea of getting at the psychological underpinnings of kidsrsquo relationship with digital technology not just what theyrsquoll tell you on the surfacerdquo

Suggestive relationshipshellip bull Childrenrsquos tastes and perceived needs reflect the content of the programs they watch ndash food preferences (Atkin amp Gibson 1978) bull Exposure to cigarette and alcohol ads ndash Adolescents who recall more alcohol ads at 15 drink more at 18 (Connolly et al 1994) ndash 2X as many children as adults able to associate Joe Camel with Camel cigarettes and find ads appealing (DiFranza et al 1991) ndash In adolescents exposure to tv alcohol ads more

strongly correlated with drinking than other demographic factors (Atkin Hocking amp Block 1984)

Linguisticand cognitive competence to evaluateadvertisements

1) Recognition of intent Commercials as speech acts ndash Agentmdashentity whose intent the message represents ndash Scriptormdashentity who designs the form of the utterance ndash Actormdashentity who physically realizes the message In commercials the agent and scriptor are invisible Adults typically understand when they are confronted with a persuasive act 1048774Can children distinguish between programs and commercials 1048774Do they understand the purpose of advertising

2) Linguistic issues Do children interpret language used by

advertisers in the same way as adults -Do children extract the same denotational

meaning as adults -Do children make the same pragmatic

inferences as adults TV advertising targeted at young children does

not stand the most fundamental rule of advertising ethics that advertisements should be easily recognizable as such

namely by those who form the target group

Self-Regulatory Guidelines forChildrenrsquos Advertising Seven Principles 1 Advertisers should take into account the level of knowledge sophistication and maturity of their

audience 2 Advertisers should exercise care not to exploit unfairly the imaginative quality of children 3 Products and content inappropriate for use by children should not be advertised or promoted

directly to children 4 Advertisers should communicate information in a truthful and accurate manner and in language understandable to young children

5Advertisers are urged to capitalize on the potential of

advertising to influence behavior (for good) 6 Care should be taken to incorporate minority

and other groups in advertisements 7 It remains the prime responsibility of parents

to provide guidance for children Advertisers should contribute to this parent-child relationship in a constructive manner

Arguments for and againstregulation Against ndash Educative aspect of exposure to advertising ndash Ads as necessary part of maturation process ndash Needed for development of critical approach

to advertising later in life bull For ndash Children are not as cognitively sophisticated

as adults and need external protection

Sex In Advertising

Sex in advertising in the twentieth century has been on a steady increase since the late 1980rsquos

The increase since the late 1980rsquos has caused an increase in product sales and has not broken the stereotypes of sexes

Sex will be defined as both using sexuality to sell a product and also as using a male or female to sell a product

People are more likely to buy products advertised by the same sex 1048774 People are less likely to buy products advertised by the opposite sex 1048774 People are more likely to buy a product because of a spokes-character 1048774 People are more likely to remember advertisements with sexual innuendos

Women are Shownhellip

bull Women are shown as less authoritative active powerful rational decisive and more concerned with youth and with their attractiveness

bull Women are depicted as less intelligent than men and tend to have subservient occupations

Beauty Myth

bull Models present a new ldquo melting potrdquo of beauty ( all colors all creeds all ethnicity -and all still young thin and flawless)

bull Advertising portray women as white with white standards of beauty derived from myths of whiteness

Women are Flawless

Thin is BeautifulThinness is Associated with Health

Ads and Articles in 48 Womenrsquos Vs

48 Menrsquos Magazines

AlcoholicBev

Female Green

Male Blue

Real or Not

Real Not

Children and Advertising FTC Guidelines ldquoWhen representations or sales practices are

targeted to a specific audience such as children the elderly or the terminally ill the Commission determines the effect of the practice on a reasonable member of that grouprdquo

Exposure to ads Most exposure to ads is through tv commericals bull Kids watch an average of 28 hours of tv a week (thatrsquos ~1100 hours a year) bull Kids are exposed to an average of 20000 commercialsyr bull How much of Saturday morning advertising is devoted to sugary cereals candy bars and other junk food 90

Prevalence of advertising tokids

No escape

Money spent on childrenrsquosadvertising $2 billion is spent annually on advertising to children bull Advertising spending aimed at children has increased by 2000 over the past 10 years bull No wonder Childrenrsquos influence on family

spending ndash 1960 $5 billion ndash 1984 $50 billion ndash 1997 $177 billion ndash 2001 $290 billion

And itrsquos not only $ ndash Increasing involvement of child psychologists and cognitive scientists ndash No guidelines for psychologists working in advertising ndash eg Saatchi amp Saatchi ldquoWe used child

psychologists to interview kids around the country with the idea of getting at the psychological underpinnings of kidsrsquo relationship with digital technology not just what theyrsquoll tell you on the surfacerdquo

Suggestive relationshipshellip bull Childrenrsquos tastes and perceived needs reflect the content of the programs they watch ndash food preferences (Atkin amp Gibson 1978) bull Exposure to cigarette and alcohol ads ndash Adolescents who recall more alcohol ads at 15 drink more at 18 (Connolly et al 1994) ndash 2X as many children as adults able to associate Joe Camel with Camel cigarettes and find ads appealing (DiFranza et al 1991) ndash In adolescents exposure to tv alcohol ads more

strongly correlated with drinking than other demographic factors (Atkin Hocking amp Block 1984)

Linguisticand cognitive competence to evaluateadvertisements

1) Recognition of intent Commercials as speech acts ndash Agentmdashentity whose intent the message represents ndash Scriptormdashentity who designs the form of the utterance ndash Actormdashentity who physically realizes the message In commercials the agent and scriptor are invisible Adults typically understand when they are confronted with a persuasive act 1048774Can children distinguish between programs and commercials 1048774Do they understand the purpose of advertising

2) Linguistic issues Do children interpret language used by

advertisers in the same way as adults -Do children extract the same denotational

meaning as adults -Do children make the same pragmatic

inferences as adults TV advertising targeted at young children does

not stand the most fundamental rule of advertising ethics that advertisements should be easily recognizable as such

namely by those who form the target group

Self-Regulatory Guidelines forChildrenrsquos Advertising Seven Principles 1 Advertisers should take into account the level of knowledge sophistication and maturity of their

audience 2 Advertisers should exercise care not to exploit unfairly the imaginative quality of children 3 Products and content inappropriate for use by children should not be advertised or promoted

directly to children 4 Advertisers should communicate information in a truthful and accurate manner and in language understandable to young children

5Advertisers are urged to capitalize on the potential of

advertising to influence behavior (for good) 6 Care should be taken to incorporate minority

and other groups in advertisements 7 It remains the prime responsibility of parents

to provide guidance for children Advertisers should contribute to this parent-child relationship in a constructive manner

Arguments for and againstregulation Against ndash Educative aspect of exposure to advertising ndash Ads as necessary part of maturation process ndash Needed for development of critical approach

to advertising later in life bull For ndash Children are not as cognitively sophisticated

as adults and need external protection

Sex In Advertising

Sex in advertising in the twentieth century has been on a steady increase since the late 1980rsquos

The increase since the late 1980rsquos has caused an increase in product sales and has not broken the stereotypes of sexes

Sex will be defined as both using sexuality to sell a product and also as using a male or female to sell a product

People are more likely to buy products advertised by the same sex 1048774 People are less likely to buy products advertised by the opposite sex 1048774 People are more likely to buy a product because of a spokes-character 1048774 People are more likely to remember advertisements with sexual innuendos

Beauty Myth

bull Models present a new ldquo melting potrdquo of beauty ( all colors all creeds all ethnicity -and all still young thin and flawless)

bull Advertising portray women as white with white standards of beauty derived from myths of whiteness

Women are Flawless

Thin is BeautifulThinness is Associated with Health

Ads and Articles in 48 Womenrsquos Vs

48 Menrsquos Magazines

AlcoholicBev

Female Green

Male Blue

Real or Not

Real Not

Children and Advertising FTC Guidelines ldquoWhen representations or sales practices are

targeted to a specific audience such as children the elderly or the terminally ill the Commission determines the effect of the practice on a reasonable member of that grouprdquo

Exposure to ads Most exposure to ads is through tv commericals bull Kids watch an average of 28 hours of tv a week (thatrsquos ~1100 hours a year) bull Kids are exposed to an average of 20000 commercialsyr bull How much of Saturday morning advertising is devoted to sugary cereals candy bars and other junk food 90

Prevalence of advertising tokids

No escape

Money spent on childrenrsquosadvertising $2 billion is spent annually on advertising to children bull Advertising spending aimed at children has increased by 2000 over the past 10 years bull No wonder Childrenrsquos influence on family

spending ndash 1960 $5 billion ndash 1984 $50 billion ndash 1997 $177 billion ndash 2001 $290 billion

And itrsquos not only $ ndash Increasing involvement of child psychologists and cognitive scientists ndash No guidelines for psychologists working in advertising ndash eg Saatchi amp Saatchi ldquoWe used child

psychologists to interview kids around the country with the idea of getting at the psychological underpinnings of kidsrsquo relationship with digital technology not just what theyrsquoll tell you on the surfacerdquo

Suggestive relationshipshellip bull Childrenrsquos tastes and perceived needs reflect the content of the programs they watch ndash food preferences (Atkin amp Gibson 1978) bull Exposure to cigarette and alcohol ads ndash Adolescents who recall more alcohol ads at 15 drink more at 18 (Connolly et al 1994) ndash 2X as many children as adults able to associate Joe Camel with Camel cigarettes and find ads appealing (DiFranza et al 1991) ndash In adolescents exposure to tv alcohol ads more

strongly correlated with drinking than other demographic factors (Atkin Hocking amp Block 1984)

Linguisticand cognitive competence to evaluateadvertisements

1) Recognition of intent Commercials as speech acts ndash Agentmdashentity whose intent the message represents ndash Scriptormdashentity who designs the form of the utterance ndash Actormdashentity who physically realizes the message In commercials the agent and scriptor are invisible Adults typically understand when they are confronted with a persuasive act 1048774Can children distinguish between programs and commercials 1048774Do they understand the purpose of advertising

2) Linguistic issues Do children interpret language used by

advertisers in the same way as adults -Do children extract the same denotational

meaning as adults -Do children make the same pragmatic

inferences as adults TV advertising targeted at young children does

not stand the most fundamental rule of advertising ethics that advertisements should be easily recognizable as such

namely by those who form the target group

Self-Regulatory Guidelines forChildrenrsquos Advertising Seven Principles 1 Advertisers should take into account the level of knowledge sophistication and maturity of their

audience 2 Advertisers should exercise care not to exploit unfairly the imaginative quality of children 3 Products and content inappropriate for use by children should not be advertised or promoted

directly to children 4 Advertisers should communicate information in a truthful and accurate manner and in language understandable to young children

5Advertisers are urged to capitalize on the potential of

advertising to influence behavior (for good) 6 Care should be taken to incorporate minority

and other groups in advertisements 7 It remains the prime responsibility of parents

to provide guidance for children Advertisers should contribute to this parent-child relationship in a constructive manner

Arguments for and againstregulation Against ndash Educative aspect of exposure to advertising ndash Ads as necessary part of maturation process ndash Needed for development of critical approach

to advertising later in life bull For ndash Children are not as cognitively sophisticated

as adults and need external protection

Sex In Advertising

Sex in advertising in the twentieth century has been on a steady increase since the late 1980rsquos

The increase since the late 1980rsquos has caused an increase in product sales and has not broken the stereotypes of sexes

Sex will be defined as both using sexuality to sell a product and also as using a male or female to sell a product

People are more likely to buy products advertised by the same sex 1048774 People are less likely to buy products advertised by the opposite sex 1048774 People are more likely to buy a product because of a spokes-character 1048774 People are more likely to remember advertisements with sexual innuendos

Women are Flawless

Thin is BeautifulThinness is Associated with Health

Ads and Articles in 48 Womenrsquos Vs

48 Menrsquos Magazines

AlcoholicBev

Female Green

Male Blue

Real or Not

Real Not

Children and Advertising FTC Guidelines ldquoWhen representations or sales practices are

targeted to a specific audience such as children the elderly or the terminally ill the Commission determines the effect of the practice on a reasonable member of that grouprdquo

Exposure to ads Most exposure to ads is through tv commericals bull Kids watch an average of 28 hours of tv a week (thatrsquos ~1100 hours a year) bull Kids are exposed to an average of 20000 commercialsyr bull How much of Saturday morning advertising is devoted to sugary cereals candy bars and other junk food 90

Prevalence of advertising tokids

No escape

Money spent on childrenrsquosadvertising $2 billion is spent annually on advertising to children bull Advertising spending aimed at children has increased by 2000 over the past 10 years bull No wonder Childrenrsquos influence on family

spending ndash 1960 $5 billion ndash 1984 $50 billion ndash 1997 $177 billion ndash 2001 $290 billion

And itrsquos not only $ ndash Increasing involvement of child psychologists and cognitive scientists ndash No guidelines for psychologists working in advertising ndash eg Saatchi amp Saatchi ldquoWe used child

psychologists to interview kids around the country with the idea of getting at the psychological underpinnings of kidsrsquo relationship with digital technology not just what theyrsquoll tell you on the surfacerdquo

Suggestive relationshipshellip bull Childrenrsquos tastes and perceived needs reflect the content of the programs they watch ndash food preferences (Atkin amp Gibson 1978) bull Exposure to cigarette and alcohol ads ndash Adolescents who recall more alcohol ads at 15 drink more at 18 (Connolly et al 1994) ndash 2X as many children as adults able to associate Joe Camel with Camel cigarettes and find ads appealing (DiFranza et al 1991) ndash In adolescents exposure to tv alcohol ads more

strongly correlated with drinking than other demographic factors (Atkin Hocking amp Block 1984)

Linguisticand cognitive competence to evaluateadvertisements

1) Recognition of intent Commercials as speech acts ndash Agentmdashentity whose intent the message represents ndash Scriptormdashentity who designs the form of the utterance ndash Actormdashentity who physically realizes the message In commercials the agent and scriptor are invisible Adults typically understand when they are confronted with a persuasive act 1048774Can children distinguish between programs and commercials 1048774Do they understand the purpose of advertising

2) Linguistic issues Do children interpret language used by

advertisers in the same way as adults -Do children extract the same denotational

meaning as adults -Do children make the same pragmatic

inferences as adults TV advertising targeted at young children does

not stand the most fundamental rule of advertising ethics that advertisements should be easily recognizable as such

namely by those who form the target group

Self-Regulatory Guidelines forChildrenrsquos Advertising Seven Principles 1 Advertisers should take into account the level of knowledge sophistication and maturity of their

audience 2 Advertisers should exercise care not to exploit unfairly the imaginative quality of children 3 Products and content inappropriate for use by children should not be advertised or promoted

directly to children 4 Advertisers should communicate information in a truthful and accurate manner and in language understandable to young children

5Advertisers are urged to capitalize on the potential of

advertising to influence behavior (for good) 6 Care should be taken to incorporate minority

and other groups in advertisements 7 It remains the prime responsibility of parents

to provide guidance for children Advertisers should contribute to this parent-child relationship in a constructive manner

Arguments for and againstregulation Against ndash Educative aspect of exposure to advertising ndash Ads as necessary part of maturation process ndash Needed for development of critical approach

to advertising later in life bull For ndash Children are not as cognitively sophisticated

as adults and need external protection

Sex In Advertising

Sex in advertising in the twentieth century has been on a steady increase since the late 1980rsquos

The increase since the late 1980rsquos has caused an increase in product sales and has not broken the stereotypes of sexes

Sex will be defined as both using sexuality to sell a product and also as using a male or female to sell a product

People are more likely to buy products advertised by the same sex 1048774 People are less likely to buy products advertised by the opposite sex 1048774 People are more likely to buy a product because of a spokes-character 1048774 People are more likely to remember advertisements with sexual innuendos

Thin is BeautifulThinness is Associated with Health

Ads and Articles in 48 Womenrsquos Vs

48 Menrsquos Magazines

AlcoholicBev

Female Green

Male Blue

Real or Not

Real Not

Children and Advertising FTC Guidelines ldquoWhen representations or sales practices are

targeted to a specific audience such as children the elderly or the terminally ill the Commission determines the effect of the practice on a reasonable member of that grouprdquo

Exposure to ads Most exposure to ads is through tv commericals bull Kids watch an average of 28 hours of tv a week (thatrsquos ~1100 hours a year) bull Kids are exposed to an average of 20000 commercialsyr bull How much of Saturday morning advertising is devoted to sugary cereals candy bars and other junk food 90

Prevalence of advertising tokids

No escape

Money spent on childrenrsquosadvertising $2 billion is spent annually on advertising to children bull Advertising spending aimed at children has increased by 2000 over the past 10 years bull No wonder Childrenrsquos influence on family

spending ndash 1960 $5 billion ndash 1984 $50 billion ndash 1997 $177 billion ndash 2001 $290 billion

And itrsquos not only $ ndash Increasing involvement of child psychologists and cognitive scientists ndash No guidelines for psychologists working in advertising ndash eg Saatchi amp Saatchi ldquoWe used child

psychologists to interview kids around the country with the idea of getting at the psychological underpinnings of kidsrsquo relationship with digital technology not just what theyrsquoll tell you on the surfacerdquo

Suggestive relationshipshellip bull Childrenrsquos tastes and perceived needs reflect the content of the programs they watch ndash food preferences (Atkin amp Gibson 1978) bull Exposure to cigarette and alcohol ads ndash Adolescents who recall more alcohol ads at 15 drink more at 18 (Connolly et al 1994) ndash 2X as many children as adults able to associate Joe Camel with Camel cigarettes and find ads appealing (DiFranza et al 1991) ndash In adolescents exposure to tv alcohol ads more

strongly correlated with drinking than other demographic factors (Atkin Hocking amp Block 1984)

Linguisticand cognitive competence to evaluateadvertisements

1) Recognition of intent Commercials as speech acts ndash Agentmdashentity whose intent the message represents ndash Scriptormdashentity who designs the form of the utterance ndash Actormdashentity who physically realizes the message In commercials the agent and scriptor are invisible Adults typically understand when they are confronted with a persuasive act 1048774Can children distinguish between programs and commercials 1048774Do they understand the purpose of advertising

2) Linguistic issues Do children interpret language used by

advertisers in the same way as adults -Do children extract the same denotational

meaning as adults -Do children make the same pragmatic

inferences as adults TV advertising targeted at young children does

not stand the most fundamental rule of advertising ethics that advertisements should be easily recognizable as such

namely by those who form the target group

Self-Regulatory Guidelines forChildrenrsquos Advertising Seven Principles 1 Advertisers should take into account the level of knowledge sophistication and maturity of their

audience 2 Advertisers should exercise care not to exploit unfairly the imaginative quality of children 3 Products and content inappropriate for use by children should not be advertised or promoted

directly to children 4 Advertisers should communicate information in a truthful and accurate manner and in language understandable to young children

5Advertisers are urged to capitalize on the potential of

advertising to influence behavior (for good) 6 Care should be taken to incorporate minority

and other groups in advertisements 7 It remains the prime responsibility of parents

to provide guidance for children Advertisers should contribute to this parent-child relationship in a constructive manner

Arguments for and againstregulation Against ndash Educative aspect of exposure to advertising ndash Ads as necessary part of maturation process ndash Needed for development of critical approach

to advertising later in life bull For ndash Children are not as cognitively sophisticated

as adults and need external protection

Sex In Advertising

Sex in advertising in the twentieth century has been on a steady increase since the late 1980rsquos

The increase since the late 1980rsquos has caused an increase in product sales and has not broken the stereotypes of sexes

Sex will be defined as both using sexuality to sell a product and also as using a male or female to sell a product

People are more likely to buy products advertised by the same sex 1048774 People are less likely to buy products advertised by the opposite sex 1048774 People are more likely to buy a product because of a spokes-character 1048774 People are more likely to remember advertisements with sexual innuendos

Ads and Articles in 48 Womenrsquos Vs

48 Menrsquos Magazines

AlcoholicBev

Female Green

Male Blue

Real or Not

Real Not

Children and Advertising FTC Guidelines ldquoWhen representations or sales practices are

targeted to a specific audience such as children the elderly or the terminally ill the Commission determines the effect of the practice on a reasonable member of that grouprdquo

Exposure to ads Most exposure to ads is through tv commericals bull Kids watch an average of 28 hours of tv a week (thatrsquos ~1100 hours a year) bull Kids are exposed to an average of 20000 commercialsyr bull How much of Saturday morning advertising is devoted to sugary cereals candy bars and other junk food 90

Prevalence of advertising tokids

No escape

Money spent on childrenrsquosadvertising $2 billion is spent annually on advertising to children bull Advertising spending aimed at children has increased by 2000 over the past 10 years bull No wonder Childrenrsquos influence on family

spending ndash 1960 $5 billion ndash 1984 $50 billion ndash 1997 $177 billion ndash 2001 $290 billion

And itrsquos not only $ ndash Increasing involvement of child psychologists and cognitive scientists ndash No guidelines for psychologists working in advertising ndash eg Saatchi amp Saatchi ldquoWe used child

psychologists to interview kids around the country with the idea of getting at the psychological underpinnings of kidsrsquo relationship with digital technology not just what theyrsquoll tell you on the surfacerdquo

Suggestive relationshipshellip bull Childrenrsquos tastes and perceived needs reflect the content of the programs they watch ndash food preferences (Atkin amp Gibson 1978) bull Exposure to cigarette and alcohol ads ndash Adolescents who recall more alcohol ads at 15 drink more at 18 (Connolly et al 1994) ndash 2X as many children as adults able to associate Joe Camel with Camel cigarettes and find ads appealing (DiFranza et al 1991) ndash In adolescents exposure to tv alcohol ads more

strongly correlated with drinking than other demographic factors (Atkin Hocking amp Block 1984)

Linguisticand cognitive competence to evaluateadvertisements

1) Recognition of intent Commercials as speech acts ndash Agentmdashentity whose intent the message represents ndash Scriptormdashentity who designs the form of the utterance ndash Actormdashentity who physically realizes the message In commercials the agent and scriptor are invisible Adults typically understand when they are confronted with a persuasive act 1048774Can children distinguish between programs and commercials 1048774Do they understand the purpose of advertising

2) Linguistic issues Do children interpret language used by

advertisers in the same way as adults -Do children extract the same denotational

meaning as adults -Do children make the same pragmatic

inferences as adults TV advertising targeted at young children does

not stand the most fundamental rule of advertising ethics that advertisements should be easily recognizable as such

namely by those who form the target group

Self-Regulatory Guidelines forChildrenrsquos Advertising Seven Principles 1 Advertisers should take into account the level of knowledge sophistication and maturity of their

audience 2 Advertisers should exercise care not to exploit unfairly the imaginative quality of children 3 Products and content inappropriate for use by children should not be advertised or promoted

directly to children 4 Advertisers should communicate information in a truthful and accurate manner and in language understandable to young children

5Advertisers are urged to capitalize on the potential of

advertising to influence behavior (for good) 6 Care should be taken to incorporate minority

and other groups in advertisements 7 It remains the prime responsibility of parents

to provide guidance for children Advertisers should contribute to this parent-child relationship in a constructive manner

Arguments for and againstregulation Against ndash Educative aspect of exposure to advertising ndash Ads as necessary part of maturation process ndash Needed for development of critical approach

to advertising later in life bull For ndash Children are not as cognitively sophisticated

as adults and need external protection

Sex In Advertising

Sex in advertising in the twentieth century has been on a steady increase since the late 1980rsquos

The increase since the late 1980rsquos has caused an increase in product sales and has not broken the stereotypes of sexes

Sex will be defined as both using sexuality to sell a product and also as using a male or female to sell a product

People are more likely to buy products advertised by the same sex 1048774 People are less likely to buy products advertised by the opposite sex 1048774 People are more likely to buy a product because of a spokes-character 1048774 People are more likely to remember advertisements with sexual innuendos

Real or Not

Real Not

Children and Advertising FTC Guidelines ldquoWhen representations or sales practices are

targeted to a specific audience such as children the elderly or the terminally ill the Commission determines the effect of the practice on a reasonable member of that grouprdquo

Exposure to ads Most exposure to ads is through tv commericals bull Kids watch an average of 28 hours of tv a week (thatrsquos ~1100 hours a year) bull Kids are exposed to an average of 20000 commercialsyr bull How much of Saturday morning advertising is devoted to sugary cereals candy bars and other junk food 90

Prevalence of advertising tokids

No escape

Money spent on childrenrsquosadvertising $2 billion is spent annually on advertising to children bull Advertising spending aimed at children has increased by 2000 over the past 10 years bull No wonder Childrenrsquos influence on family

spending ndash 1960 $5 billion ndash 1984 $50 billion ndash 1997 $177 billion ndash 2001 $290 billion

And itrsquos not only $ ndash Increasing involvement of child psychologists and cognitive scientists ndash No guidelines for psychologists working in advertising ndash eg Saatchi amp Saatchi ldquoWe used child

psychologists to interview kids around the country with the idea of getting at the psychological underpinnings of kidsrsquo relationship with digital technology not just what theyrsquoll tell you on the surfacerdquo

Suggestive relationshipshellip bull Childrenrsquos tastes and perceived needs reflect the content of the programs they watch ndash food preferences (Atkin amp Gibson 1978) bull Exposure to cigarette and alcohol ads ndash Adolescents who recall more alcohol ads at 15 drink more at 18 (Connolly et al 1994) ndash 2X as many children as adults able to associate Joe Camel with Camel cigarettes and find ads appealing (DiFranza et al 1991) ndash In adolescents exposure to tv alcohol ads more

strongly correlated with drinking than other demographic factors (Atkin Hocking amp Block 1984)

Linguisticand cognitive competence to evaluateadvertisements

1) Recognition of intent Commercials as speech acts ndash Agentmdashentity whose intent the message represents ndash Scriptormdashentity who designs the form of the utterance ndash Actormdashentity who physically realizes the message In commercials the agent and scriptor are invisible Adults typically understand when they are confronted with a persuasive act 1048774Can children distinguish between programs and commercials 1048774Do they understand the purpose of advertising

2) Linguistic issues Do children interpret language used by

advertisers in the same way as adults -Do children extract the same denotational

meaning as adults -Do children make the same pragmatic

inferences as adults TV advertising targeted at young children does

not stand the most fundamental rule of advertising ethics that advertisements should be easily recognizable as such

namely by those who form the target group

Self-Regulatory Guidelines forChildrenrsquos Advertising Seven Principles 1 Advertisers should take into account the level of knowledge sophistication and maturity of their

audience 2 Advertisers should exercise care not to exploit unfairly the imaginative quality of children 3 Products and content inappropriate for use by children should not be advertised or promoted

directly to children 4 Advertisers should communicate information in a truthful and accurate manner and in language understandable to young children

5Advertisers are urged to capitalize on the potential of

advertising to influence behavior (for good) 6 Care should be taken to incorporate minority

and other groups in advertisements 7 It remains the prime responsibility of parents

to provide guidance for children Advertisers should contribute to this parent-child relationship in a constructive manner

Arguments for and againstregulation Against ndash Educative aspect of exposure to advertising ndash Ads as necessary part of maturation process ndash Needed for development of critical approach

to advertising later in life bull For ndash Children are not as cognitively sophisticated

as adults and need external protection

Sex In Advertising

Sex in advertising in the twentieth century has been on a steady increase since the late 1980rsquos

The increase since the late 1980rsquos has caused an increase in product sales and has not broken the stereotypes of sexes

Sex will be defined as both using sexuality to sell a product and also as using a male or female to sell a product

People are more likely to buy products advertised by the same sex 1048774 People are less likely to buy products advertised by the opposite sex 1048774 People are more likely to buy a product because of a spokes-character 1048774 People are more likely to remember advertisements with sexual innuendos

Children and Advertising FTC Guidelines ldquoWhen representations or sales practices are

targeted to a specific audience such as children the elderly or the terminally ill the Commission determines the effect of the practice on a reasonable member of that grouprdquo

Exposure to ads Most exposure to ads is through tv commericals bull Kids watch an average of 28 hours of tv a week (thatrsquos ~1100 hours a year) bull Kids are exposed to an average of 20000 commercialsyr bull How much of Saturday morning advertising is devoted to sugary cereals candy bars and other junk food 90

Prevalence of advertising tokids

No escape

Money spent on childrenrsquosadvertising $2 billion is spent annually on advertising to children bull Advertising spending aimed at children has increased by 2000 over the past 10 years bull No wonder Childrenrsquos influence on family

spending ndash 1960 $5 billion ndash 1984 $50 billion ndash 1997 $177 billion ndash 2001 $290 billion

And itrsquos not only $ ndash Increasing involvement of child psychologists and cognitive scientists ndash No guidelines for psychologists working in advertising ndash eg Saatchi amp Saatchi ldquoWe used child

psychologists to interview kids around the country with the idea of getting at the psychological underpinnings of kidsrsquo relationship with digital technology not just what theyrsquoll tell you on the surfacerdquo

Suggestive relationshipshellip bull Childrenrsquos tastes and perceived needs reflect the content of the programs they watch ndash food preferences (Atkin amp Gibson 1978) bull Exposure to cigarette and alcohol ads ndash Adolescents who recall more alcohol ads at 15 drink more at 18 (Connolly et al 1994) ndash 2X as many children as adults able to associate Joe Camel with Camel cigarettes and find ads appealing (DiFranza et al 1991) ndash In adolescents exposure to tv alcohol ads more

strongly correlated with drinking than other demographic factors (Atkin Hocking amp Block 1984)

Linguisticand cognitive competence to evaluateadvertisements

1) Recognition of intent Commercials as speech acts ndash Agentmdashentity whose intent the message represents ndash Scriptormdashentity who designs the form of the utterance ndash Actormdashentity who physically realizes the message In commercials the agent and scriptor are invisible Adults typically understand when they are confronted with a persuasive act 1048774Can children distinguish between programs and commercials 1048774Do they understand the purpose of advertising

2) Linguistic issues Do children interpret language used by

advertisers in the same way as adults -Do children extract the same denotational

meaning as adults -Do children make the same pragmatic

inferences as adults TV advertising targeted at young children does

not stand the most fundamental rule of advertising ethics that advertisements should be easily recognizable as such

namely by those who form the target group

Self-Regulatory Guidelines forChildrenrsquos Advertising Seven Principles 1 Advertisers should take into account the level of knowledge sophistication and maturity of their

audience 2 Advertisers should exercise care not to exploit unfairly the imaginative quality of children 3 Products and content inappropriate for use by children should not be advertised or promoted

directly to children 4 Advertisers should communicate information in a truthful and accurate manner and in language understandable to young children

5Advertisers are urged to capitalize on the potential of

advertising to influence behavior (for good) 6 Care should be taken to incorporate minority

and other groups in advertisements 7 It remains the prime responsibility of parents

to provide guidance for children Advertisers should contribute to this parent-child relationship in a constructive manner

Arguments for and againstregulation Against ndash Educative aspect of exposure to advertising ndash Ads as necessary part of maturation process ndash Needed for development of critical approach

to advertising later in life bull For ndash Children are not as cognitively sophisticated

as adults and need external protection

Sex In Advertising

Sex in advertising in the twentieth century has been on a steady increase since the late 1980rsquos

The increase since the late 1980rsquos has caused an increase in product sales and has not broken the stereotypes of sexes

Sex will be defined as both using sexuality to sell a product and also as using a male or female to sell a product

People are more likely to buy products advertised by the same sex 1048774 People are less likely to buy products advertised by the opposite sex 1048774 People are more likely to buy a product because of a spokes-character 1048774 People are more likely to remember advertisements with sexual innuendos

Exposure to ads Most exposure to ads is through tv commericals bull Kids watch an average of 28 hours of tv a week (thatrsquos ~1100 hours a year) bull Kids are exposed to an average of 20000 commercialsyr bull How much of Saturday morning advertising is devoted to sugary cereals candy bars and other junk food 90

Prevalence of advertising tokids

No escape

Money spent on childrenrsquosadvertising $2 billion is spent annually on advertising to children bull Advertising spending aimed at children has increased by 2000 over the past 10 years bull No wonder Childrenrsquos influence on family

spending ndash 1960 $5 billion ndash 1984 $50 billion ndash 1997 $177 billion ndash 2001 $290 billion

And itrsquos not only $ ndash Increasing involvement of child psychologists and cognitive scientists ndash No guidelines for psychologists working in advertising ndash eg Saatchi amp Saatchi ldquoWe used child

psychologists to interview kids around the country with the idea of getting at the psychological underpinnings of kidsrsquo relationship with digital technology not just what theyrsquoll tell you on the surfacerdquo

Suggestive relationshipshellip bull Childrenrsquos tastes and perceived needs reflect the content of the programs they watch ndash food preferences (Atkin amp Gibson 1978) bull Exposure to cigarette and alcohol ads ndash Adolescents who recall more alcohol ads at 15 drink more at 18 (Connolly et al 1994) ndash 2X as many children as adults able to associate Joe Camel with Camel cigarettes and find ads appealing (DiFranza et al 1991) ndash In adolescents exposure to tv alcohol ads more

strongly correlated with drinking than other demographic factors (Atkin Hocking amp Block 1984)

Linguisticand cognitive competence to evaluateadvertisements

1) Recognition of intent Commercials as speech acts ndash Agentmdashentity whose intent the message represents ndash Scriptormdashentity who designs the form of the utterance ndash Actormdashentity who physically realizes the message In commercials the agent and scriptor are invisible Adults typically understand when they are confronted with a persuasive act 1048774Can children distinguish between programs and commercials 1048774Do they understand the purpose of advertising

2) Linguistic issues Do children interpret language used by

advertisers in the same way as adults -Do children extract the same denotational

meaning as adults -Do children make the same pragmatic

inferences as adults TV advertising targeted at young children does

not stand the most fundamental rule of advertising ethics that advertisements should be easily recognizable as such

namely by those who form the target group

Self-Regulatory Guidelines forChildrenrsquos Advertising Seven Principles 1 Advertisers should take into account the level of knowledge sophistication and maturity of their

audience 2 Advertisers should exercise care not to exploit unfairly the imaginative quality of children 3 Products and content inappropriate for use by children should not be advertised or promoted

directly to children 4 Advertisers should communicate information in a truthful and accurate manner and in language understandable to young children

5Advertisers are urged to capitalize on the potential of

advertising to influence behavior (for good) 6 Care should be taken to incorporate minority

and other groups in advertisements 7 It remains the prime responsibility of parents

to provide guidance for children Advertisers should contribute to this parent-child relationship in a constructive manner

Arguments for and againstregulation Against ndash Educative aspect of exposure to advertising ndash Ads as necessary part of maturation process ndash Needed for development of critical approach

to advertising later in life bull For ndash Children are not as cognitively sophisticated

as adults and need external protection

Sex In Advertising

Sex in advertising in the twentieth century has been on a steady increase since the late 1980rsquos

The increase since the late 1980rsquos has caused an increase in product sales and has not broken the stereotypes of sexes

Sex will be defined as both using sexuality to sell a product and also as using a male or female to sell a product

People are more likely to buy products advertised by the same sex 1048774 People are less likely to buy products advertised by the opposite sex 1048774 People are more likely to buy a product because of a spokes-character 1048774 People are more likely to remember advertisements with sexual innuendos

Prevalence of advertising tokids

No escape

Money spent on childrenrsquosadvertising $2 billion is spent annually on advertising to children bull Advertising spending aimed at children has increased by 2000 over the past 10 years bull No wonder Childrenrsquos influence on family

spending ndash 1960 $5 billion ndash 1984 $50 billion ndash 1997 $177 billion ndash 2001 $290 billion

And itrsquos not only $ ndash Increasing involvement of child psychologists and cognitive scientists ndash No guidelines for psychologists working in advertising ndash eg Saatchi amp Saatchi ldquoWe used child

psychologists to interview kids around the country with the idea of getting at the psychological underpinnings of kidsrsquo relationship with digital technology not just what theyrsquoll tell you on the surfacerdquo

Suggestive relationshipshellip bull Childrenrsquos tastes and perceived needs reflect the content of the programs they watch ndash food preferences (Atkin amp Gibson 1978) bull Exposure to cigarette and alcohol ads ndash Adolescents who recall more alcohol ads at 15 drink more at 18 (Connolly et al 1994) ndash 2X as many children as adults able to associate Joe Camel with Camel cigarettes and find ads appealing (DiFranza et al 1991) ndash In adolescents exposure to tv alcohol ads more

strongly correlated with drinking than other demographic factors (Atkin Hocking amp Block 1984)

Linguisticand cognitive competence to evaluateadvertisements

1) Recognition of intent Commercials as speech acts ndash Agentmdashentity whose intent the message represents ndash Scriptormdashentity who designs the form of the utterance ndash Actormdashentity who physically realizes the message In commercials the agent and scriptor are invisible Adults typically understand when they are confronted with a persuasive act 1048774Can children distinguish between programs and commercials 1048774Do they understand the purpose of advertising

2) Linguistic issues Do children interpret language used by

advertisers in the same way as adults -Do children extract the same denotational

meaning as adults -Do children make the same pragmatic

inferences as adults TV advertising targeted at young children does

not stand the most fundamental rule of advertising ethics that advertisements should be easily recognizable as such

namely by those who form the target group

Self-Regulatory Guidelines forChildrenrsquos Advertising Seven Principles 1 Advertisers should take into account the level of knowledge sophistication and maturity of their

audience 2 Advertisers should exercise care not to exploit unfairly the imaginative quality of children 3 Products and content inappropriate for use by children should not be advertised or promoted

directly to children 4 Advertisers should communicate information in a truthful and accurate manner and in language understandable to young children

5Advertisers are urged to capitalize on the potential of

advertising to influence behavior (for good) 6 Care should be taken to incorporate minority

and other groups in advertisements 7 It remains the prime responsibility of parents

to provide guidance for children Advertisers should contribute to this parent-child relationship in a constructive manner

Arguments for and againstregulation Against ndash Educative aspect of exposure to advertising ndash Ads as necessary part of maturation process ndash Needed for development of critical approach

to advertising later in life bull For ndash Children are not as cognitively sophisticated

as adults and need external protection

Sex In Advertising

Sex in advertising in the twentieth century has been on a steady increase since the late 1980rsquos

The increase since the late 1980rsquos has caused an increase in product sales and has not broken the stereotypes of sexes

Sex will be defined as both using sexuality to sell a product and also as using a male or female to sell a product

People are more likely to buy products advertised by the same sex 1048774 People are less likely to buy products advertised by the opposite sex 1048774 People are more likely to buy a product because of a spokes-character 1048774 People are more likely to remember advertisements with sexual innuendos

No escape

Money spent on childrenrsquosadvertising $2 billion is spent annually on advertising to children bull Advertising spending aimed at children has increased by 2000 over the past 10 years bull No wonder Childrenrsquos influence on family

spending ndash 1960 $5 billion ndash 1984 $50 billion ndash 1997 $177 billion ndash 2001 $290 billion

And itrsquos not only $ ndash Increasing involvement of child psychologists and cognitive scientists ndash No guidelines for psychologists working in advertising ndash eg Saatchi amp Saatchi ldquoWe used child

psychologists to interview kids around the country with the idea of getting at the psychological underpinnings of kidsrsquo relationship with digital technology not just what theyrsquoll tell you on the surfacerdquo

Suggestive relationshipshellip bull Childrenrsquos tastes and perceived needs reflect the content of the programs they watch ndash food preferences (Atkin amp Gibson 1978) bull Exposure to cigarette and alcohol ads ndash Adolescents who recall more alcohol ads at 15 drink more at 18 (Connolly et al 1994) ndash 2X as many children as adults able to associate Joe Camel with Camel cigarettes and find ads appealing (DiFranza et al 1991) ndash In adolescents exposure to tv alcohol ads more

strongly correlated with drinking than other demographic factors (Atkin Hocking amp Block 1984)

Linguisticand cognitive competence to evaluateadvertisements

1) Recognition of intent Commercials as speech acts ndash Agentmdashentity whose intent the message represents ndash Scriptormdashentity who designs the form of the utterance ndash Actormdashentity who physically realizes the message In commercials the agent and scriptor are invisible Adults typically understand when they are confronted with a persuasive act 1048774Can children distinguish between programs and commercials 1048774Do they understand the purpose of advertising

2) Linguistic issues Do children interpret language used by

advertisers in the same way as adults -Do children extract the same denotational

meaning as adults -Do children make the same pragmatic

inferences as adults TV advertising targeted at young children does

not stand the most fundamental rule of advertising ethics that advertisements should be easily recognizable as such

namely by those who form the target group

Self-Regulatory Guidelines forChildrenrsquos Advertising Seven Principles 1 Advertisers should take into account the level of knowledge sophistication and maturity of their

audience 2 Advertisers should exercise care not to exploit unfairly the imaginative quality of children 3 Products and content inappropriate for use by children should not be advertised or promoted

directly to children 4 Advertisers should communicate information in a truthful and accurate manner and in language understandable to young children

5Advertisers are urged to capitalize on the potential of

advertising to influence behavior (for good) 6 Care should be taken to incorporate minority

and other groups in advertisements 7 It remains the prime responsibility of parents

to provide guidance for children Advertisers should contribute to this parent-child relationship in a constructive manner

Arguments for and againstregulation Against ndash Educative aspect of exposure to advertising ndash Ads as necessary part of maturation process ndash Needed for development of critical approach

to advertising later in life bull For ndash Children are not as cognitively sophisticated

as adults and need external protection

Sex In Advertising

Sex in advertising in the twentieth century has been on a steady increase since the late 1980rsquos

The increase since the late 1980rsquos has caused an increase in product sales and has not broken the stereotypes of sexes

Sex will be defined as both using sexuality to sell a product and also as using a male or female to sell a product

People are more likely to buy products advertised by the same sex 1048774 People are less likely to buy products advertised by the opposite sex 1048774 People are more likely to buy a product because of a spokes-character 1048774 People are more likely to remember advertisements with sexual innuendos

Money spent on childrenrsquosadvertising $2 billion is spent annually on advertising to children bull Advertising spending aimed at children has increased by 2000 over the past 10 years bull No wonder Childrenrsquos influence on family

spending ndash 1960 $5 billion ndash 1984 $50 billion ndash 1997 $177 billion ndash 2001 $290 billion

And itrsquos not only $ ndash Increasing involvement of child psychologists and cognitive scientists ndash No guidelines for psychologists working in advertising ndash eg Saatchi amp Saatchi ldquoWe used child

psychologists to interview kids around the country with the idea of getting at the psychological underpinnings of kidsrsquo relationship with digital technology not just what theyrsquoll tell you on the surfacerdquo

Suggestive relationshipshellip bull Childrenrsquos tastes and perceived needs reflect the content of the programs they watch ndash food preferences (Atkin amp Gibson 1978) bull Exposure to cigarette and alcohol ads ndash Adolescents who recall more alcohol ads at 15 drink more at 18 (Connolly et al 1994) ndash 2X as many children as adults able to associate Joe Camel with Camel cigarettes and find ads appealing (DiFranza et al 1991) ndash In adolescents exposure to tv alcohol ads more

strongly correlated with drinking than other demographic factors (Atkin Hocking amp Block 1984)

Linguisticand cognitive competence to evaluateadvertisements

1) Recognition of intent Commercials as speech acts ndash Agentmdashentity whose intent the message represents ndash Scriptormdashentity who designs the form of the utterance ndash Actormdashentity who physically realizes the message In commercials the agent and scriptor are invisible Adults typically understand when they are confronted with a persuasive act 1048774Can children distinguish between programs and commercials 1048774Do they understand the purpose of advertising

2) Linguistic issues Do children interpret language used by

advertisers in the same way as adults -Do children extract the same denotational

meaning as adults -Do children make the same pragmatic

inferences as adults TV advertising targeted at young children does

not stand the most fundamental rule of advertising ethics that advertisements should be easily recognizable as such

namely by those who form the target group

Self-Regulatory Guidelines forChildrenrsquos Advertising Seven Principles 1 Advertisers should take into account the level of knowledge sophistication and maturity of their

audience 2 Advertisers should exercise care not to exploit unfairly the imaginative quality of children 3 Products and content inappropriate for use by children should not be advertised or promoted

directly to children 4 Advertisers should communicate information in a truthful and accurate manner and in language understandable to young children

5Advertisers are urged to capitalize on the potential of

advertising to influence behavior (for good) 6 Care should be taken to incorporate minority

and other groups in advertisements 7 It remains the prime responsibility of parents

to provide guidance for children Advertisers should contribute to this parent-child relationship in a constructive manner

Arguments for and againstregulation Against ndash Educative aspect of exposure to advertising ndash Ads as necessary part of maturation process ndash Needed for development of critical approach

to advertising later in life bull For ndash Children are not as cognitively sophisticated

as adults and need external protection

Sex In Advertising

Sex in advertising in the twentieth century has been on a steady increase since the late 1980rsquos

The increase since the late 1980rsquos has caused an increase in product sales and has not broken the stereotypes of sexes

Sex will be defined as both using sexuality to sell a product and also as using a male or female to sell a product

People are more likely to buy products advertised by the same sex 1048774 People are less likely to buy products advertised by the opposite sex 1048774 People are more likely to buy a product because of a spokes-character 1048774 People are more likely to remember advertisements with sexual innuendos

And itrsquos not only $ ndash Increasing involvement of child psychologists and cognitive scientists ndash No guidelines for psychologists working in advertising ndash eg Saatchi amp Saatchi ldquoWe used child

psychologists to interview kids around the country with the idea of getting at the psychological underpinnings of kidsrsquo relationship with digital technology not just what theyrsquoll tell you on the surfacerdquo

Suggestive relationshipshellip bull Childrenrsquos tastes and perceived needs reflect the content of the programs they watch ndash food preferences (Atkin amp Gibson 1978) bull Exposure to cigarette and alcohol ads ndash Adolescents who recall more alcohol ads at 15 drink more at 18 (Connolly et al 1994) ndash 2X as many children as adults able to associate Joe Camel with Camel cigarettes and find ads appealing (DiFranza et al 1991) ndash In adolescents exposure to tv alcohol ads more

strongly correlated with drinking than other demographic factors (Atkin Hocking amp Block 1984)

Linguisticand cognitive competence to evaluateadvertisements

1) Recognition of intent Commercials as speech acts ndash Agentmdashentity whose intent the message represents ndash Scriptormdashentity who designs the form of the utterance ndash Actormdashentity who physically realizes the message In commercials the agent and scriptor are invisible Adults typically understand when they are confronted with a persuasive act 1048774Can children distinguish between programs and commercials 1048774Do they understand the purpose of advertising

2) Linguistic issues Do children interpret language used by

advertisers in the same way as adults -Do children extract the same denotational

meaning as adults -Do children make the same pragmatic

inferences as adults TV advertising targeted at young children does

not stand the most fundamental rule of advertising ethics that advertisements should be easily recognizable as such

namely by those who form the target group

Self-Regulatory Guidelines forChildrenrsquos Advertising Seven Principles 1 Advertisers should take into account the level of knowledge sophistication and maturity of their

audience 2 Advertisers should exercise care not to exploit unfairly the imaginative quality of children 3 Products and content inappropriate for use by children should not be advertised or promoted

directly to children 4 Advertisers should communicate information in a truthful and accurate manner and in language understandable to young children

5Advertisers are urged to capitalize on the potential of

advertising to influence behavior (for good) 6 Care should be taken to incorporate minority

and other groups in advertisements 7 It remains the prime responsibility of parents

to provide guidance for children Advertisers should contribute to this parent-child relationship in a constructive manner

Arguments for and againstregulation Against ndash Educative aspect of exposure to advertising ndash Ads as necessary part of maturation process ndash Needed for development of critical approach

to advertising later in life bull For ndash Children are not as cognitively sophisticated

as adults and need external protection

Sex In Advertising

Sex in advertising in the twentieth century has been on a steady increase since the late 1980rsquos

The increase since the late 1980rsquos has caused an increase in product sales and has not broken the stereotypes of sexes

Sex will be defined as both using sexuality to sell a product and also as using a male or female to sell a product

People are more likely to buy products advertised by the same sex 1048774 People are less likely to buy products advertised by the opposite sex 1048774 People are more likely to buy a product because of a spokes-character 1048774 People are more likely to remember advertisements with sexual innuendos

Suggestive relationshipshellip bull Childrenrsquos tastes and perceived needs reflect the content of the programs they watch ndash food preferences (Atkin amp Gibson 1978) bull Exposure to cigarette and alcohol ads ndash Adolescents who recall more alcohol ads at 15 drink more at 18 (Connolly et al 1994) ndash 2X as many children as adults able to associate Joe Camel with Camel cigarettes and find ads appealing (DiFranza et al 1991) ndash In adolescents exposure to tv alcohol ads more

strongly correlated with drinking than other demographic factors (Atkin Hocking amp Block 1984)

Linguisticand cognitive competence to evaluateadvertisements

1) Recognition of intent Commercials as speech acts ndash Agentmdashentity whose intent the message represents ndash Scriptormdashentity who designs the form of the utterance ndash Actormdashentity who physically realizes the message In commercials the agent and scriptor are invisible Adults typically understand when they are confronted with a persuasive act 1048774Can children distinguish between programs and commercials 1048774Do they understand the purpose of advertising

2) Linguistic issues Do children interpret language used by

advertisers in the same way as adults -Do children extract the same denotational

meaning as adults -Do children make the same pragmatic

inferences as adults TV advertising targeted at young children does

not stand the most fundamental rule of advertising ethics that advertisements should be easily recognizable as such

namely by those who form the target group

Self-Regulatory Guidelines forChildrenrsquos Advertising Seven Principles 1 Advertisers should take into account the level of knowledge sophistication and maturity of their

audience 2 Advertisers should exercise care not to exploit unfairly the imaginative quality of children 3 Products and content inappropriate for use by children should not be advertised or promoted

directly to children 4 Advertisers should communicate information in a truthful and accurate manner and in language understandable to young children

5Advertisers are urged to capitalize on the potential of

advertising to influence behavior (for good) 6 Care should be taken to incorporate minority

and other groups in advertisements 7 It remains the prime responsibility of parents

to provide guidance for children Advertisers should contribute to this parent-child relationship in a constructive manner

Arguments for and againstregulation Against ndash Educative aspect of exposure to advertising ndash Ads as necessary part of maturation process ndash Needed for development of critical approach

to advertising later in life bull For ndash Children are not as cognitively sophisticated

as adults and need external protection

Sex In Advertising

Sex in advertising in the twentieth century has been on a steady increase since the late 1980rsquos

The increase since the late 1980rsquos has caused an increase in product sales and has not broken the stereotypes of sexes

Sex will be defined as both using sexuality to sell a product and also as using a male or female to sell a product

People are more likely to buy products advertised by the same sex 1048774 People are less likely to buy products advertised by the opposite sex 1048774 People are more likely to buy a product because of a spokes-character 1048774 People are more likely to remember advertisements with sexual innuendos

Linguisticand cognitive competence to evaluateadvertisements

1) Recognition of intent Commercials as speech acts ndash Agentmdashentity whose intent the message represents ndash Scriptormdashentity who designs the form of the utterance ndash Actormdashentity who physically realizes the message In commercials the agent and scriptor are invisible Adults typically understand when they are confronted with a persuasive act 1048774Can children distinguish between programs and commercials 1048774Do they understand the purpose of advertising

2) Linguistic issues Do children interpret language used by

advertisers in the same way as adults -Do children extract the same denotational

meaning as adults -Do children make the same pragmatic

inferences as adults TV advertising targeted at young children does

not stand the most fundamental rule of advertising ethics that advertisements should be easily recognizable as such

namely by those who form the target group

Self-Regulatory Guidelines forChildrenrsquos Advertising Seven Principles 1 Advertisers should take into account the level of knowledge sophistication and maturity of their

audience 2 Advertisers should exercise care not to exploit unfairly the imaginative quality of children 3 Products and content inappropriate for use by children should not be advertised or promoted

directly to children 4 Advertisers should communicate information in a truthful and accurate manner and in language understandable to young children

5Advertisers are urged to capitalize on the potential of

advertising to influence behavior (for good) 6 Care should be taken to incorporate minority

and other groups in advertisements 7 It remains the prime responsibility of parents

to provide guidance for children Advertisers should contribute to this parent-child relationship in a constructive manner

Arguments for and againstregulation Against ndash Educative aspect of exposure to advertising ndash Ads as necessary part of maturation process ndash Needed for development of critical approach

to advertising later in life bull For ndash Children are not as cognitively sophisticated

as adults and need external protection

Sex In Advertising

Sex in advertising in the twentieth century has been on a steady increase since the late 1980rsquos

The increase since the late 1980rsquos has caused an increase in product sales and has not broken the stereotypes of sexes

Sex will be defined as both using sexuality to sell a product and also as using a male or female to sell a product

People are more likely to buy products advertised by the same sex 1048774 People are less likely to buy products advertised by the opposite sex 1048774 People are more likely to buy a product because of a spokes-character 1048774 People are more likely to remember advertisements with sexual innuendos

2) Linguistic issues Do children interpret language used by

advertisers in the same way as adults -Do children extract the same denotational

meaning as adults -Do children make the same pragmatic

inferences as adults TV advertising targeted at young children does

not stand the most fundamental rule of advertising ethics that advertisements should be easily recognizable as such

namely by those who form the target group

Self-Regulatory Guidelines forChildrenrsquos Advertising Seven Principles 1 Advertisers should take into account the level of knowledge sophistication and maturity of their

audience 2 Advertisers should exercise care not to exploit unfairly the imaginative quality of children 3 Products and content inappropriate for use by children should not be advertised or promoted

directly to children 4 Advertisers should communicate information in a truthful and accurate manner and in language understandable to young children

5Advertisers are urged to capitalize on the potential of

advertising to influence behavior (for good) 6 Care should be taken to incorporate minority

and other groups in advertisements 7 It remains the prime responsibility of parents

to provide guidance for children Advertisers should contribute to this parent-child relationship in a constructive manner

Arguments for and againstregulation Against ndash Educative aspect of exposure to advertising ndash Ads as necessary part of maturation process ndash Needed for development of critical approach

to advertising later in life bull For ndash Children are not as cognitively sophisticated

as adults and need external protection

Sex In Advertising

Sex in advertising in the twentieth century has been on a steady increase since the late 1980rsquos

The increase since the late 1980rsquos has caused an increase in product sales and has not broken the stereotypes of sexes

Sex will be defined as both using sexuality to sell a product and also as using a male or female to sell a product

People are more likely to buy products advertised by the same sex 1048774 People are less likely to buy products advertised by the opposite sex 1048774 People are more likely to buy a product because of a spokes-character 1048774 People are more likely to remember advertisements with sexual innuendos

Self-Regulatory Guidelines forChildrenrsquos Advertising Seven Principles 1 Advertisers should take into account the level of knowledge sophistication and maturity of their

audience 2 Advertisers should exercise care not to exploit unfairly the imaginative quality of children 3 Products and content inappropriate for use by children should not be advertised or promoted

directly to children 4 Advertisers should communicate information in a truthful and accurate manner and in language understandable to young children

5Advertisers are urged to capitalize on the potential of

advertising to influence behavior (for good) 6 Care should be taken to incorporate minority

and other groups in advertisements 7 It remains the prime responsibility of parents

to provide guidance for children Advertisers should contribute to this parent-child relationship in a constructive manner

Arguments for and againstregulation Against ndash Educative aspect of exposure to advertising ndash Ads as necessary part of maturation process ndash Needed for development of critical approach

to advertising later in life bull For ndash Children are not as cognitively sophisticated

as adults and need external protection

Sex In Advertising

Sex in advertising in the twentieth century has been on a steady increase since the late 1980rsquos

The increase since the late 1980rsquos has caused an increase in product sales and has not broken the stereotypes of sexes

Sex will be defined as both using sexuality to sell a product and also as using a male or female to sell a product

People are more likely to buy products advertised by the same sex 1048774 People are less likely to buy products advertised by the opposite sex 1048774 People are more likely to buy a product because of a spokes-character 1048774 People are more likely to remember advertisements with sexual innuendos

5Advertisers are urged to capitalize on the potential of

advertising to influence behavior (for good) 6 Care should be taken to incorporate minority

and other groups in advertisements 7 It remains the prime responsibility of parents

to provide guidance for children Advertisers should contribute to this parent-child relationship in a constructive manner

Arguments for and againstregulation Against ndash Educative aspect of exposure to advertising ndash Ads as necessary part of maturation process ndash Needed for development of critical approach

to advertising later in life bull For ndash Children are not as cognitively sophisticated

as adults and need external protection

Sex In Advertising

Sex in advertising in the twentieth century has been on a steady increase since the late 1980rsquos

The increase since the late 1980rsquos has caused an increase in product sales and has not broken the stereotypes of sexes

Sex will be defined as both using sexuality to sell a product and also as using a male or female to sell a product

People are more likely to buy products advertised by the same sex 1048774 People are less likely to buy products advertised by the opposite sex 1048774 People are more likely to buy a product because of a spokes-character 1048774 People are more likely to remember advertisements with sexual innuendos

Arguments for and againstregulation Against ndash Educative aspect of exposure to advertising ndash Ads as necessary part of maturation process ndash Needed for development of critical approach

to advertising later in life bull For ndash Children are not as cognitively sophisticated

as adults and need external protection

Sex In Advertising

Sex in advertising in the twentieth century has been on a steady increase since the late 1980rsquos

The increase since the late 1980rsquos has caused an increase in product sales and has not broken the stereotypes of sexes

Sex will be defined as both using sexuality to sell a product and also as using a male or female to sell a product

People are more likely to buy products advertised by the same sex 1048774 People are less likely to buy products advertised by the opposite sex 1048774 People are more likely to buy a product because of a spokes-character 1048774 People are more likely to remember advertisements with sexual innuendos

Sex In Advertising

Sex in advertising in the twentieth century has been on a steady increase since the late 1980rsquos

The increase since the late 1980rsquos has caused an increase in product sales and has not broken the stereotypes of sexes

Sex will be defined as both using sexuality to sell a product and also as using a male or female to sell a product

People are more likely to buy products advertised by the same sex 1048774 People are less likely to buy products advertised by the opposite sex 1048774 People are more likely to buy a product because of a spokes-character 1048774 People are more likely to remember advertisements with sexual innuendos

Sex in advertising in the twentieth century has been on a steady increase since the late 1980rsquos

The increase since the late 1980rsquos has caused an increase in product sales and has not broken the stereotypes of sexes

Sex will be defined as both using sexuality to sell a product and also as using a male or female to sell a product

People are more likely to buy products advertised by the same sex 1048774 People are less likely to buy products advertised by the opposite sex 1048774 People are more likely to buy a product because of a spokes-character 1048774 People are more likely to remember advertisements with sexual innuendos

People are more likely to buy products advertised by the same sex 1048774 People are less likely to buy products advertised by the opposite sex 1048774 People are more likely to buy a product because of a spokes-character 1048774 People are more likely to remember advertisements with sexual innuendos