Advertising

Available for Free Preview With greater competition, businesses devote more time, energy, and resources into advertising. This is a fine line between advertising’s creative and bold methods and its being ethical and informative.
 * 1. Advertising: Changes and Challenges (01:06)**


 * 2. Advertising: Responsibility and Influence (04:47)**

There are four goals in advertising: create awareness, establish identity, provide information, and convince consumer to buy product. Critics question the ethics of advertising's power.


 * 3. Advertising Consultants and Agencies (01:36)**

Advertising has become more sophisticated. Companies use to have their own marketing departments. Some now hire outside consultants who help them set goals and target consumers.


 * 4. Controls and Limits on Advertising (03:49)**

The Federal Trade Commission oversees television advertising. The 1990 Children's Television Act limits commercial time during children's shows. The TV rating system does not apply to TV ads.


 * 5. Advertising in the Tobacco Industry (02:42)**

Despite laws banning television commercials, the tobacco industry continues to advertise successfully. Critics claim the ads target teens in their heavy sponsorship of sporting events.


 * 6. Advertising in the Liquor Industry (03:20)**

The liquor industry lifted a self-imposed ban on advertising to compete with the beer industry. Critics say both industries target children and teens by sponsoring sporting events.


 * 7. Advertising in the Fashion Industry (03:29)**

Critics blame advertising with ultra-thin models has increased eating disorders. Fashion advertising needs to be provocative and push the limit. Critics claim Calvin Klein’s ads border on pornographic.


 * 8. Celebrity Advertising (01:53)**

Despite the claim by agencies that using celebrities in ads gives instant credibility, critics say it is unethical. Critics cite the milk industry as an example of using sex to promote a family product.


 * 9. Promoting Agendas and Issue Advertising (01:15)**

Using ads to promote an agenda can be manipulative and deceptive. Advertising can also be used in public service announcements to provide useful information for the public good.


 * 10. Changes and Challenges in Advertising (03:00)**

Visibility is important but too much advertising can backfire. Boycotts and media education give consumers power. Keeping viewers' attention and ethics remain challenges in advertising.