Abstract This paper explains that, instead of viewing children as young individuals who need to be nurtured, advertisers are using children as mere tools to get at their parents' wallets. The author points out that a key focus of the advertising world is to make the child brand loyal at a young age. The paper reports that psychologists advise companies to get children to pester their parents into buying the product through "child-aimed advertising". The author relates that advertisers use sex tactics to make children, especially girls, think that by buying their products they will be "grown up". The paper stresses that, just as countries around the world have adopted policies protecting children from the effects of advertising, the U.S.must do the same. The paper has an annotated bibliography.
Table of Contents:
Influence through the Ages
The Advertisers and Their Focus
The Range of Media
Advertising around the World
Suggestions for a Child Advertising Free Future
From the Paper "Advertisers benefit from the fact that children have not formed many memories at such a young age. Advertisers then pursue the child for a spot in their heads that can last for years to come. "The great thing about them is that their memory banks are relatively empty so any message that goes in gets retained." When advertising to children, companies go out of their way to ensure that their "target audience" is being sought out, reached and then compliant to the company's urges for the child to purchase the product."
Abstract This paper examines the intellectual property law of 'passing off'. The paper explains that the law of 'passing off' is a common law right of action in the law of tort and is based on the premise that 'nobody has any right to represent his goods as the goods of somebody else'. The paper looks at how the action is effectively one of unfair competition, and applies generally to situations where there is no registered trademark or any other intellectual property right. The paper then points out that a typical scenario would be when a defendant uses an unregistered trademark normally used by a claimant, and in so doing, represents the goods or services in such a way that the public is deceived into thinking that they are being offered by the claimant. The paper also explores how protection under the law of passing off is very much dependent on how much importance consumers place on the part when purchasing the product in question. In conclusion, the paper shows that the courts generally adopt a restrictive approach towards protecting the descriptive and the functional because granting such protection will have a negative effect on the market, and ultimately this is a question of fact, and the courts will look at all the circumstances of each case before making a decision.
From the Paper "So long as these criteria are fulfilled, the claimant would have successfully established 'goodwill' for his goods or services, but a descriptive mark runs the greatest risk of becoming too distinctive over time that it is deemed generic. By losing its ability to indicate source, the claimant can no longer rely on the law of passing off to protect the mark. This danger has been highlighted by the case of Linoleum Manufacturing v Nairn [1878], where the public began using the term 'Linoleum' to refer to the product generally, without connoting the source of manufacture. As such, the courts will be reluctant to allow monopoly over such terms so as to promote healthy competition in the marketplace."
Tags: intellectual, property, copyright, patent, trade, mark
Abstract The author of this paper looks at an advertisement for Valentine's Day produced for Kays Jewelers and examines the effect of the advertisement on the public. The writer then analyzes why the public identifies and empathizes with advertisements of this type which play heavily on feelings and emotion and asks the question as to whether the advertiser deliberately manipulates the viewer to enhance his message. The paper's conclusion is that, in the United States, the public is becoming increasingly susceptible and open to the influence of visual advertising.
From the Paper "Are the choices individuals make increasingly becoming the direct results of the images of the ads they view? While some might take certain images or ads as being influential, others aren't so easily influenced. Kay's Valentine's Day commercial brings happiness to both the buyer and the receiver after a purchase. Seasonal or holiday ads are significant in catching viewers' attention. In this sense, Kay's main subject in the commercial is love or companionship during this special holiday. Kay's commercial intends to make couples or people celebrate this passionate emotion with a purchase of their jewelries."
Abstract This essay begins with a definition of Green marketing and then talks about why companies should adopt a green marketing program. The paper then approaches the topic og Green marketing through the main philosophical theories- relativism, consequentialism, utilitarianism and Kantianism.
Abstract This paper looks at the stereotypical roles depicted by advertising, particularly focusing on the portrayal of women, but also looking at advertisers' general use of American values, norms, and institutions to influence the consumer.
From the Paper "The oppression of females in advertising in our society is a complex collection of institutions, status, roles, values, and norms, and the best way to understand and learn about them is through the use of cultural artifacts. These can be anything from music to art to literature, or as in the example of this discussion, the modern day creation of advertisement in mass media. As Homo Sapiens moved from the hunter - gatherer way of life to industrial society, it was necessary to construct a framework for living so that such a concentrated number of people could exist together. This framework has come to consist of a myriad of expectations based on values and norms in the form of roles status and institutions. Desirable behavior is sought by people throughout the country based on how one is brought up and the expectations one is bombarded with on a daily basis. These expectations are reflected in every part of our culture and are used by people so as to know how to act in any given situation. The main examples are the family, education, health and medicine, religion, and the law."
Abstract This paper argues that the American government has a responsibility to protect children from the ill effects of television advertising. The author examines four different parenting styles: neglecting, indulgent, authoritarian, and authoritative that influence the amount of protection children receive from the home.
From the Paper "Advertising is a powerful force in American culture,existing to sell products and services. In 1750 BC Hammurabi made it a crime, punishable by death to sell anything to children without first obtaining power of attorney (American Academy of Pediatrics, 1995 p.1). Although extreme, Hammurabi acknowledged the ill-effects advertising can have on innocent children. In recent years, selling to children has become a standard business practice via television. What is television? It delivers a message that is made up of two channels of information (audio and video) that are continuous, not under control by the user (Lang, 2000 p.51)."
Tags: media, advertsing, children, parent, regulation, responsibility, television
Abstract This paper examines the arguments and findings of three articles that explain how the use of accents perpetuate stereotypes . These articles are: "Teaching Children How to Discriminate": "What We Learn From the Big Bad Wolf"; "Hillbillies, Rednecks and Southern Belles": "The Language Rebels" and "Does accent matter in international television advertisements?"
From the Paper "The overall representation of persons with foreign accents was seen to be "far more negative" than that of speakers of US or British English. Lippi-Green found that 20 percent of characters with US English accents are bad characters, while about 40 percent of characters with non-native accents are evil (92). US or British English accents also index attractiveness in Disney films. "To be sexually attractive and available, a character must not only look the idealized part, but... also sound white and middle-class American or British" (97). It's fascinating to note that although every character in Aladdin was born and raised in an "Arabian" land, only the evil guards and sorcerer speak with a pseudo-Arabic accent. The protagonists speak like Californians."
Abstract This paper takes a coffee shop as a business model in order to suggest an improved running of the business. The author explains how In this highly competitive business world, it is important to adopt the most suitable management practices and therefore organizations are required to experiment with new concepts. He indicates that while some new ideas may serve one's business positively, others may not prove to be very successful and it all depends on the type of business and the organizational structure.
From the paper:
"Though the corporate world is changing rapidly, still the best way to gain an edge over your rivals is still what it used to be, i.e. adoption and implementation of sound business practices. But important thing is that the very definition of those practices has changed too and they are no longer what they used to be some decades ago. We have seen how in this age of cut-throat competition, the organizations are required to stay one step ahead of their rivals by continuously improving their services. But often marketing and management experts are amazed at the pace at which business values are changing and they are struggling with a practical definition of good business and sound strategies. The two things that have come to our notice in recent times are that customers are becoming the most important factor in all company policies, most firms are trying to achieve a customer-oriented approach in order to attract a loyal customer base. Another important thing is quality of the products; the customers are satisfied only when what they are being offered is better than the products of some other firms."
Abstract This paper describes three basic angles of the media's impact on adolescent self-perception. The paper illustrates the media's most positive portrayal of teenagers and its more customary negative angle. It provides real world examples of the state of adolescence in America. The paper explores how and why corporate America and the media affect the nation's children.
Table of Contents
I. Fear is in the TV: Media images of an adolescent world
II. Truth is in the Streets: The rest of the story
III. Autopsy Reports in the Profit Margins: What does Corporate America have to gain?
a. Media Stock in Violence
b. Drug Companies and the New Marketplace
c. Get Tough on Crime (it's easy on the approval ratings)
d. Selling Popularity
IV. I Don?t Want to Be Part of Your World: Self-definition and other underage options
a. Media Complications and Youth Reactions
b. Self-Definition and Viable Options
V. Summary
VI. Sources Used
From the Paper "I began work on this paper with every intention of sticking to traditional subjects. I planned to discuss media portrayal of women and beauty, the formation of high school "cool" through marketing and media pressure, and the legalities of advertising to teenagers. Along the way I expected to discuss such random issues as cartoon characters and smoking campaigns. However, once I actually started my research, an entirely different topic kept popping up over and over again: the negative media portrayal of teenagers and the wholesale selling of violence and mind-altering drugs.
"Multiple school shootings have passed in recent memory. Daily news reports continue to be filled with stories of adolescent murderers and children in adult prisons. The question then presented itself to my mind, how does all this negative media coverage affect the way teens view themselves, and the way in which they interact with the world? Are teens today really more violent, and if so, is that the fault of the entertainment media or some other cause? What is it like to be part of a subculture that takes the brunt of these media scandals? Is it all hype, and does the hype worsen the problem?
Increasingly my other research seemed to pale in comparison to these questions. One day when I was at the library, a boy walked by wearing a Marilyn Manson T-shirt that piqued my interest and made up my mind as to how I should approach this paper. It read: "Is adult entertainment killing our children, or is killing children entertaining our adults?" I set myself the task of answering that question, and further exploring how media messages on violence and group conformity might change the self-perception and self-identification of adolescents, with a focus on the events at Columbine.
There are three basic angles that I felt needed to be explored. First, I attempted to explain the media's most positive portrayal of teenagers and its more customary, negative angle. Then I contrasted these stereotypes with a few real-world truths about the state of adolescence in America. Finally, I tried to explore how and just as importantly, why, corporate America and the general media have affected our children."
Abstract This paper is an ethical analysis of "The Prince" using the tobacco companies as an example. The author discusses the most critical, repulsive, and useful points of Machiavelli's work, and examines the Machiavellian techniques the tobacco companies have employed in their business and reviews the effectiveness of such techniques.
From the Paper "Niccolo Machiavelli's The Prince is one of the most controversial yet enduring political manifestos regarding the differing types of military affairs, principalities, and qualities of a great leader. The Prince has been referenced by academics, directors of corporations, and politicians for centuries, as it provides general, historically proven advice for principalities and republics on how to govern and maintain relations with their most important resource and the essential core of their power, i.e., individual citizens."
Abstract The history of the Michigan Auto Show (now re-named as the North American International Auto Show) dates back to 1899. This paper examines the growth of auto shows across the United States as this idea gain popularity. In first looks at how these became State and Tri-State shows, and points out historical milestones of this event. The economic impact of these shows are also examined.
From the Paper "In 1899 Metzeger and an associate formed the Tri State Sportsman's and Automobile Association and leased the Light Guard Armory in Detroit to organize a hybrid exhibition of sporting equipment and automobiles. At the first show, the major attractions were big-game trophies from Africa, fishing tackle and assorted sporting equipment, rather than automobiles. Metzeger was the only auto dealer in Detroit at the time and he placed two steam mobiles and two electric cars in the exhibition as an advertising gimmick. (Ibid.) In order to demonstrate the power and speed of his cars, Metzeger ran them on specially developed sets of rollers that were equipped with dials. The Detroit public was fascinated by the demonstration, besides 200 sportsmen who attended the exhibit. The show was a resounding success and took off. It was repeated in the next two years with a dog-show thrown in for added appeal."
Tags: automobile, car, show, history, exclusive, dealer, Detroit
Abstract Despite constant pleas from feminists to TV advertisers to start portraying women accurately, erroneous and limiting stereotypes still prevail. If women are not depicted as the happy homemaker, they are being promoted as nameless, faceless objects of desire. These labels contribute much to impeding women's advancement into the traditionally male-dominated political, economic and social arenas. This paper defines what the images of women are that are projected through television commercials as well as determine the economic and cultural influences that mitigate such stereotypes. The writer shows that only in identifying the problem and measuring its gravity can we start to effectively reverse such restrictive portrayals of women in TV advertisements.
From the Paper "It is interesting to note that there are not any absolute rules or codes of conduct for the advertising industry. It is understood that governments do not intervene directly in terms of advertising content as long as the content does not violate any universal definitions of decency. Normally there is an industry organisation that regulates the kinds of material bombarded on the public. Glory Dharmaraj, the Women's Division executive secretary for justice education recognizes that advertisers, sponsors and television writers control the media, "Viewers may not pay to watch TV but they buy the advertised products . . . [Mass media]'s first responsibility is not to tell the truth, or even to [viewers], but to corporate America." There aren't any hard and fast solutions to this problem but in the long term, it is believed that if there were to be a substantial increase in the number of women occupying positions of power and authority in the media industry as well as in big business, this would contribute much to addressing this dilemma. And who knows, maybe a few decades from now the focus will shift from one of inaccurate portrayals of women in television advertising to inaccurate portrayals of men in television advertising."
Abstract A paper which discusses the relationship between art and commerce in today's society. The writer shows that the two cannot remain apart and it is unwise to expect them to run parallel to each other without ever touching upon each other's boundaries. However he surmises that it would have been better if the two had focused on their own purposes because their union in today's society has produced unpleasant and disturbing results.
From the Paper "Similarly commerce cannot exit without art too. We regularly see businessmen using quality advertisements to gain an edge over their rivals. What is advertising if not a form of art. Similarly businessmen realize that it is important to appeal to the aesthetic sense of people in order to increase their customer base. For example even the largest and toughest companies in the American corporate world regularly employ artistic methods to infuse some art in their products. Some of the most expensive and highly exclusive and exquisite products have been called true pieces of art such as 'Ferrari', but we know very well that Ferrari was not designed or created in appreciation of art. It was purely a commercial product which was expected to increase annual revenues and that's what it has been doing for many years now. "
Abstract For this assignment the writer chose three printed ads from different magazines. These ads are Absolut Vodka, Hershey's Chocolate bars, and fcuk clothing. Each of these ads try to appeal to different types of people. These are analyzed for their persuasiveness and compared for different advertising strategies.
From the Paper "The first ad, Absolut Vodka, appearing in Movieline magazine, simply has a bottle of their product sitting in the middle of the page. This bottle is on top of an air grate, and the glass is blowing up much like Marilyn Monroe's in the classic picture. Absolut has an entire series of ads that are similar, using famous pictures and situations to promote their product. In this particular ad, as with all ads, the slogan is slightly different. Since the bottle looks like its skirt is being blown up be a draft, the slogan is "Absolut Marilyn." (Movieline 35) This slogan will change with each ad depending on the situation that they put the bottle in."
Abstract This paper compares the contrasting, yet similar, advertising techniques of two ads, one for Copenhagen smokeless tobacco in Popular Mechanics and the other for Harley-Davidson motorcycles in Sports Illustrated's annual swimsuit issue. The writer contends that It is up to the ability of the individual, and subject to his susceptibility of media messages, to decide how valid these messages are to him and his own life and self-perception.
From the Paper "Advertising informs consumers, improves the quality of goods offered, makes entertainment and new programming possible, gives new brands a change and lends to the synergy of a free market to generate economic benefits by encouraging consumer and commercial spending and investment. Advertising is a valuable part of the marketing mix in most free market economies, and especially so in today's context ..."
Tags: natural, by-product, free, market, process, produce, goods, services, sale, imperative, marketing, process, consumers, product, exist, opportunity, value
