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Chapter 8: How to Say It

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The Yo Quiero Phenomenon Audio and video clips from the 97 Taco Bell Advertisements. ... Taco Bell Dog History of the Chihuahua commercials used by Taco Bell. ... – PowerPoint PPT presentation

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Title: Chapter 8: How to Say It


1
Chapter 8 How to Say It
  • What moral responsibility do advertisers have to
    the public?
  • What is the line between responsible advertising
    and offensive ads or invasion of privacy?
  • Just because something is legal, does that make
    it good for the public?

2
Chapter 8 How to Say It
  • Case 33 No Holds Barred - the Rise of Guerrilla
    Marketing
  • Case 34 Yo Quiero Stereotype?
  • Case 35 Making the Same Different Parity
    Products
  • Case 36 Defining Outrageousness Down
  • Case 37 Anorexic Chic?

3
Case 33 No Holds Barred - the Rise of Guerrilla
Marketing
  • Facts Empirical Definition
  • Values
  • Principles
  • Loyalties

4
  • Guerrilla Marketing is a new form of marketing
    that is becoming increasingly common.
  • What should the balance be between healthy
    creativity and unhealthy intrusiveness when it
    comes ot guerrilla advertising?
  • How should guerrilla marketers combine social
    responsibility with their tactics?
  • How far is to far when it comes to guerrilla
    marketing?

5
Case 33 Additional links
Guerrilla Marketing Website devoted to teaching
how to best use guerilla marketing. The
official site of guerrilla marketing. Guerilla
marketing in the fastfood wars Some examples of
ads used in a guerilla marketing campaign. Get
Real! New Ways Advertisers are Integrating
Communications into Consumers' Lives Examines
some of the ways that guerilla advertising could
potentially become too intrusive. Guerilla
Marketing v. Gorilla Marketer Argues that
guerilla marketing provides an effective means of
competing with large corporations.
6
Case 34 Yo Quiero Stereotype?
  • Facts Empirical Definition
  • Values
  • Principles
  • Loyalties

Gidget the Taco Bell dog Other dogs used were
Taco And Dinky.
7
Images to the left are from the 1997 Taco Bell
Yo Quiero Campaign as well as the failed Frito
Bandito Campaign. Images include commercials as
well as merchandise. Are our commercials less
blatant than 20 years ago? if so are they capable
of doing damage to social perception and
self-image? What are ethical dimensions with
Dinky and his highly memorable ads? Would other,
less controversial representational forms seem
more viable than the dog?
8
Case 34 Additional links
  • Taco Bell and Latino Stereotypes Recorded
    interview with Maria Martin and significant
    Latino representatives over Taco Bell issue
  • The Yo Quiero Phenomenon Audio and video clips
    from the 97 Taco Bell Advertisements.
  • Hispanic Group to Taco Bell "No Problema E!
    Online article regarding Latino group
    representatives attitudes towards commercials.
  • Taco Bell Dog History of the Chihuahua
    commercials used by Taco Bell.

9
Case 35 Making the Same Different Parity
Products
  • Facts Empirical Definition
  • Values
  • Principles
  • Loyalties


10
  • Many of the products on todays market are almost
    identical to eachother, for example, the ones at
    left.
  • How ethical is it to market two identical
    products as being different?
  • Just because something is legal does that make
    it good?
  • Is what is legal necessarily good for the public?

11
Case 35 Additional links
  • Branding Key Strategy in the Age of Parity
    Article about the importance of branding products
    in a time when there is so much parity.
  • Lies Deceptions Problems of Truth and Accuracy
    A look at deception in advertising.

12
Case 36 Defining Outrageousness Down
  • Facts Empirical Definition
  • Values
  • Principles
  • Loyalties

13
  • Many television ads today come dangerously close
    to the line of what is acceptable.
  • Should there be limits to how far advertisers go
    to get noticed? If so, who should set them?
  • Should advertisers be allowed to come into
    peoples homes with messages that many may object
    to?
  • Are people in our culture more tolerant than
    they used to be?

Smartbeep ad
14
Case 36 Additional links
  • Miller ads lambasted yet again by Ad Age
    Background on the controversial catfight ads
    used by Miller to market its beer.
  • Miller Catfight Commercial View the original
    commercial here.
  • Troubling TV ads Talks about the increase in
    questionable commercials aired while children are
    watching and some suggestions on what to do about
    it.
  • TV Commercials Exploit, Ridicule or Sideline
    Women Criticizes the portrayal of women in
    commercials such as the Miller catfight ads.
  • The Miller Lite Commercial Controversy An
    alternate view on the Miller Lite controversy.

15
Case 37 Anorexic Chic?
  • Facts Empirical Definition
  • Values
  • Principles
  • Loyalties

16
  • Many supermodels today are ultra-thin. What kind
    of image are they presenting to young women?
  • Do advertisers have an ethical responsibility to
    the consumers they are trying to draw in?
  • What can the media and individuals do to get rid
    of the notion that to beautiful you must be
    ultra-thin?
  • How could the veil of ignorance be used in this
    situation?

17
Case 37 Anorexic Chic?
Body Image Advertising A comprehensive look
at advertising and its effects on men and womens
body image. Advertising Images Images from
advertisements that use ultra-thin women to sell
their product. Advertising Images A look at
advertisements that show ultra-thin women in sexy
contexts and tell how they affect young
women. Banning thin models is short sighted
Argues that banning ads with thin models in not
the answer to the underlying problem.
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