JAMS 214 Review Sheet JAMS 214 Exam 3 Possible Essays going to have to write about 3 1 Ad Controversies Tobacco Alcohol and Pharmaceutical Ads How each use segmentation o All the ways we divide up the market of people who would buy the product based on niche groups demographic psychographic o Tobacco uses broader social issues to focus on customer feminism social rights you ve come a long way baby ads reach out to people on boards of social right issues Age race and gender used as factors o Alcohol segments the audience a lot less but focus on the younger generation They do have different products they create for young people ex Sparks and the fruit packet time items o Pharmaceutical ads do more of problem and solution approach Target a certain consumer with a certain consideration Differences in regulation process between these industries o Pharmaceutical and tobacco is regulated the most testing advertising They used to try to advertise very close to schools extra unhealthy products to people of color creating animated characters to appeal to kids and putting products in places that people are under 18 o Alcohol advertising is the most self regulated the Neil Patrick Harris ad that talks about how he cant drink on screen its not illegal so he can but alcohol regulates it self o Spending a lot of to rebrand certain products as new medicines except they are not because the patent is about to expire and they don t have to re test the product ex Viagra used to be a heart medicine ex Prozac tried to rebrand as a PMDD premenstrual product for women to take one week a month which is harmful more than helpful They don t want to test again because its expensive and lengthy o Pharmaceuticals also have been trying to keep the information from the public the medicine kept from the public that caused heart attacks 2 CARU self regulation standards and common youth advertising appeals a CARU the big organization that does all sorts of self regulation of advertisers in the children s advertising i To prevent any time of legislation to advertising to children in the us ii There are many places in Europe that don t allow people to advertise to children at all because they believe they don t have the capacity to understand the difference between real and advertising iii Appeals to children These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute 1 Planting fears of having problems so people wont like them 2 The cool factor 3 Increasing sexualization or that children are like small adults ex Abercrombie sells thongs 4 A dual message for kids and parents One message for kids and one message for parents ex Kix Healthy but also fun iv Some of those regulations are 1 Clear distinction between reality and fantasy 2 List if it comes with accessories or if you need to get them 3 Avoid any type of damaging stereotypes that might hinder their capacity to learn 4 Foster a healthy environment between children or parent 3 Differences between subordination of women in advertising hyper masculinity for men in advertising a women i License withdrawl women are looking up and away from the camera not at the camera the head cant ii Women as products parts of bodies are actually cut apart in the context of ads the legs the arms the chest iii Childish poses adult women dressed as sexy kids iv Phsycially women will less likely be shown as less powerful positions and smaller in the frame Prostration and body lowered lounged and slouched which suggest availability and vulnerability b Men i Products are shown as machinery ii The idiot man iii Food is a competition or huge and enough to feed a small village the male version of dr pepper iv Men are sexualized its considered funny 4 Stereotyping Grammar of Race tropes a The slave and mammy figure that shows that servants are happy and gracious b Indians are considered stoic and earthly the primitive native person The Indian portrayed in the keep America beautiful ad which was actually an Italian man Land o lakes branding and advertising The vogue covor and lebron james made ot look like an old ad for The Hun The Honda animalistic ad of a car and a black person s face being transformed into a car with the tagline of use original parts i Refer to 5 tropes of grammar of race Other Terms Advertising Regulation Agencies FTC FCC FDA o Know what they are technically in charge of regulating Federal Trade Commission promotion of consumer protection and elimination and prevention of anticompetitive business practices monopolies Protect consumers maintain competition advance performance Federal Communication Commission regulates interstate and international communications by radio television wire satellite and cable Food and Drug Administration regulates all pharmaceutical testing and products but they are not always great at insuring that Issues with self regulation o Relies on citizens to submit complaints o Federal Trade Commission is limited in what it can regulate and in staff to do regulations o Very few sanctions and many times just a slap on the wrist o Little to no corrective advertising o Self regulatory agencies get funding from some of the same sources they are supposed to be regulating creating a conflict of interest Cradle to Grave strategy from film o A marketing strategy that advertisers use when they are trying to think about starting to market to kids the cradle Marketing is geared to kids at younger and younger ages because then you get them hooked for life and they are brand loyal Nag Factor from film o the amount of times a child asks their parent for what they want before their parent finally caves in Self Regulation standards of CARU o CARU the big organization that does all sorts of self regulation of advertisers in the children s advertising To prevent any time of legislation to advertising to children in the us There are many places in Europe that don t allow people to advertise to children at all because they believe they don t have the capacity to understand the difference between real and advertising Some of those regulations are Clear distinction between reality and fantasy List if it comes with accessories or if you need to get them Avoid any type of damaging stereotypes that might hinder their capacity to learn Foster a healthy environment between children or parent 5 common youth advertising appeals o Appeals to children Planting fears of having problems