Chapter 6: Special Audiences Do advertisers have to treat some audiences with greater sensitivity...

Chapter 6: Special Audiences

• Do advertisers have to treat some audiences with greater sensitivity than their other constituencies?

• Does the purpose of the advertising coincide with the cognitive abilities of the audience?

This chapter deals with the concept of a special audiences, who they are and what their presence

means for the advertising industry.

Chapter 6 Cases

• Case 23: The Littlest Consumers

• Case 24: Selling Students to Advertisers?

• Case 25: Some Say “No” More Than Others

• Case 26: The Big Sell for a “Purely Regressive Tax”

• Case 27: The Vagina Dialogues

• Facts– Empirical Definition• Values• Loyalties• Principles

Case 23: The Littlest Consumers

Products commonly advertised during children’s programming.

• Is it ethical to advertise to young children?

• If so, how can it be accomplished in a manner that provides a realistic picture of the value gained in the possible commercial exchange?

• How are parents supposed to filter advertising they have not seen?

Case 23: Additional links

How Toy Commercials Influence Kids – A parents companion to helping children navigate advertising.

Buy Me That! – A parent’s perspective.

Children and Advertising – What a child sees and how to combat it.

Children as Consumers – The facts and underlying issues.

http://www.med.sc.edu:1081/toys.htm

http://www.parentmagazineonline.com/stories/1102buyme.asp

http://www.nowfoundation.org/issues/health/lybdkit/factsheet2.html

http://www.globalissues.org/TradeRelated/Consumption/Children.asp

Case 24: Selling Students to Advertisers?

• Facts– Empirical Definition

• Values• Loyalties• Principles

Mountain Dew, Eight Crazy Nights, Pepsi, Blockbuster, and Dude, Where’s My Car? were all recently advertised on Channel One.

• What are the benefits of media services in school?

• Should school be a haven from commercials?

• Has the school environment already been infiltrated?


Channel One – The official website includes news, games and advertisements.

Commercial Alert – A group opposed to commercials in schools, complete with links to other opposition sites.

Benefits of Channel One – Studies and history.Hidden Costs of Channel One – What are schools

losing?Video Clips – Watch the commercials and news

programs of Channel One.

http://www.channelone.com/

http://www.commercialalert.org/index.php?category_id=2&subcategory_id=32&article_id=120

http://www.atr.org/policybriefs/051999pb.html

http://www.asu.edu/educ/epsl/CERU/Documents/cace-98-02/CACE-98-02.htm

http://www.obligation.org/ch1videopage.html

Case 25: Some Say “No” More Than Others


Young girls dressed as their favorite cartoon characters, The Power Puff Girls.

Popular toys for children.

• What needs to happen to change a child’s initial response of “Buy me that!”?

• Who is responsible?

• What are the feasible alternatives?


Children’s Advertising – This website contains guidelines and cases involving advertising to children.

Advertising Doesn’t Increase Demands – An article about young consumer trends.

Effects of Advertising – How does advertising effect children psychologically?

http://www.caru.org/

http://www.adassoc.org.uk/pressoffice/newsreleases/nr65_pester.html

Case 26: The Big Sell for a “Purely Regressive Tax”


Advertisements for lotteries across the nation.

• Would including the odds of winning be “protective”?

• Should advertisers be more socially responsible? How?

• Is the targeting of low-income individuals ethical?


Governing Lottery Advertising - The position of the American Advertising Federation.

To Restrict or Not to Restrict – The Florida Legislature debates this question of lotto advertising.

National Coalition Against Legalized Gambling – See how some activists are trying to change the lottery.

Case 27: The Vagina Dialogues


One of the posters advertising the show’s original run.

• Was it ethical for the billboard company to accept the advertising at all, or to accept it in this provocative style?

• Is the greatest good for the greatest number achieved when thousands have virtually no choice other than to see a message that may of may not interest them, but is certainly in a form that would offend some?


The Vagina Monologues – Reviews and articles of the show.

Trouble in India – Read about the provocative show’s outing in one nation.

V-Day – This organization that fights violence against women was spawned from the show.

Chapter 6: Special Audiences Do advertisers have to treat some audiences with greater sensitivity...

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