Controversies in Contemporary Advertising
Publication Year: 2004
Controversies in Contemporary Advertising is a new text presenting a range of perspectives on advertising. It examines economic, political, social, and ethical perspectives and covers a number of topics including stereotyping, controversial products, consumer culture, and new technology. The book is divided equally between macro and micro issues, providing a balanced portrait of the role advertising has in society today. Author Kim Bartel Sheehan's work recognizes the plurality of opinions towards advertising, allowing the reader to form and analyze their own judgments. It encourages readers to obtain a critical perspective on advertising issues. Controversies in Contemporary Advertising is ideally suited as a core text for undergraduate and graduate courses in advertising, marketing, journalism, mass communication, and communication studies.
- Front Matter
- Back Matter
- Subject Index
- Chapter 1: Advertising, its Supporters, and its Critics
- What is Advertising?
- Who is Involved in the Advertising Process?
- Advertising's Roles in Society
- The Role of Critics in Society
- How to Evaluate Criticisms of Advertising
- Responding to Criticisms of Advertising
- Chapter 2: Are Goods Bad? Living in a Consumer Culture
- The Consumer Culture
- Advertising: Informational and Transformational
- Active and Passive Consumers
- Chapter 3: The Chinese Wall: Advertising and Mass Media
- Functions of the Mass Media
- Examining the Chinese Wall
- Mass Media's Influence on Advertising
- Chapter 4: Checks and Balances: Government and Self-Regulation of Advertising
- Advertising Regulation in Context
- Advertising and the First Amendment
- Advertising and the Federal Trade Commission
- Advertising and Self-Regulation
- The Advertising Agency and Legislation
- Chapter 5: Beyond Subliminal: The Pervasiveness of Persuasion
- Persuasive Content and Subliminal Messages
- Product Placement
- Intended Effects
- Unintended Effects
- Thinking about Product Placement
- Chapter 6: Advertising Choices: Influences of Stereotypes and Taste
- Stereotypes in Advertising
- How Stereotypes Work
- Sensitivity, Taste, and Advertising
- Choices in Advertising
- Chapter 7: Cats and Dogs on Venus and Mars: Gender and Advertising
- Gender and Information Processing
- Gender and Stereotypes
- Intended Effects
- Unintended Effects
- Advertising's Responsibilities to Men and Women
- Chapter 8: The Melting Pot? Advertising Portrayals of Asians, African Americans, and Hispanic
- Minorities in the United States
- Marketing and Advertising to Minorities
- Portrayals of Ethnic Groups
- Intended Effects
- Unintended Effects
- Advertising, Minorities, and the Future
- Chapter 9: Older and Better? Elders and Advertising
- The Third Age in American Culture
- The Youth Bias in American Advertising
- Elders in Advertising
- Intended Effects
- Unintended Effects
- The Future and the Coming Demographic Shift
- Considerations in Advertising to Elders
- Chapter 10: Getting Older Younger: Children and Advertising
- Children and Brands
- Children as Vulnerable Consumers
- Children, Advertising, and the Learning Process
- Regulation of Advertising Directed to Children
- Criticisms of Advertising Directed to Children
- Intended Effects
- Unintended Effects
- How to Approach Advertising to Children
- The Future
- Chapter 11: The Vice Squad: Advertising Controversial Products
- The Nature of Controversial Products
- To Ban or Not to Ban Controversial Advertising?
- Approaches to Controversial Advertising
- Chapter 12: Two of a Kind? Tobacco and Alcohol Advertising
- Regulation of Tobacco and Alcohol Advertising
- Criticisms of Tobacco and Alcohol Advertising
- Industry Responses
- Chapter 13: Doctor's Orders: Advertising Prescription Drugs
- History of DTC Advertising
- The Current FDA Guidelines for DTC Brand Advertising
- Intended Effects
- Unintended Effects
- Doing DTC Advertising
- The Future
- Chapter 14: We the People: Political Advertising
- Definitions of Political Advertising
- The Role of Political Advertising
- The Process of Political Advertising
- Intended Effects
- Unintended Effects
- The Future (is Now)
- Doing Political Advertising
- Chapter 15: Really Good Goods? Socially Responsible Advertising
- Corporate Images and Values
- Socially Responsible Advertising
- Today's Increase in Socially Responsible Messages
- Intended Effects
- Unintended Effects
- Creating Socially Responsible Advertising
- The Future
- Chapter 16: The Bleeding Edge: Online Advertising
- The Growth of the Internet
- The Internet Today
- Comparing Online and Traditional Advertising
- Types of Online Advertising
- Regulation of the Internet
- Intended Effects
- Unintended Effects
- Doing Online Advertising
- The Future
- Chapter 17: Advertising: Agencies, Values, and the Commons' Dilemma
- Putting into Practice
- Agencies and Advertising
To Tim, with love, forever
Copyright © 2004 by Sage Publications, Inc.
All rights reserved. No part of this book may be reproduced or utilized in any form or by any means, electronic or mechanical, including photocopying, recording, or by any information storage and retrieval system, without permission in writing from the publisher.
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Printed in the United States of America
Library of Congress Cataloging-in-Publication Data
Sheehan, Kim Bartel.
Controversies in contemporary advertising / Kim Bartel Sheehan.
Includes bibliographical references and index.
ISBN 978-0-7619-2635-1 (pb).
1. Advertising. I. Title.
This book is printed on acid-free paper.
07 08 09 10 14 13 12 11 10 9 8 7 6 5 4 3
Acquisitions Editor: Al Bruckner
Editorial Assistant: MaryAnn Vail
Copy Editor: F. Hubert
Production Editor: Diane S. Foster
Typesetter: C&M Digitals (P) Ltd.
Proofreader: Doris Hus
Indexer: Will Ragsdale
Cover Designer: Michelle Lee Kenny
This book could not have been written without the help and support of many of my colleagues at the University of Oregon. Dean Timothy Gleason made sure that I had the time I needed to bring this book to completion and provided answers to my legal queries on a continual basis. Dave Koranda, Rebecca Force, John Russial, and Jim Upshaw provided insights into the relationship between advertising and mass media. Charlie Frazer, Ann Maxwell, and Bill Ryan are wonderful sounding boards and munificent colleagues.
Thanks also to those who read and commented on this book's proposal: Jan Slater, Tom Reichert, Chris Cakebread, and Sally McMillan. Chris Cakebread of Boston University gave valuable insights, comments, and suggestions on the manuscript as a whole: When I mention “a colleague” in the text, more often than not it is Chris.
MaryAnn Vail at Sage was a good listener and a calming influence. Frank Hubert was a patient and thorough copy editor who generously tolerated my questionable grammar choices. Thanks to you both.
Thanks go to two scholars I've never met: James Twitchell and Michael Schudson. Both have changed my worldview in profound ways.
Thanks also to all the students who joined me in J446, Advertising and Society, at the University of Oregon. You were all my inspiration to write this book. Special thanks to former students Andrea Swanson, who introduced me to the complexities of direct-to-consumer advertising, and Eric Lammerman, who did some helpful legwork early on in the project.
Finally, my deep appreciation goes to my family for their support and assistance during the writing of this book. My husband, Tim Sheehan, is willing to talk about these issues'til the cows come home in order to better understand the complexities of advertising today. Dr. Paul Sheehan interpreted medical language that was beyond my comprehension. My mother, Jean Bartel, and my in-laws, Jim and Anne Sheehan, never fail to ask about the book and to marvel at its progress. The four-legged family members sat in silent vigil and gave up numerous walking opportunities to see this book through. I love you all.[Page x]
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About the Author[Page 333]
Kim Sheehan is Assistant Professor at the University of Oregon's School of Journalism and Communication. Her teaching and research interests include online consumer behavior, research methods, and advertising creative strategy. Her research has appeared in the Journal of Advertising, Journal of Advertising Research, and Journal of Public Policy and Marketing. Kim is coauthor of Using Qualitative Research Methods in Advertising (Sage, 2002); in addition, she contributed chapters to Internet Marketing: Readings and Online Resources, Paul Richardson (McGraw-Hill, 2000), and Frontiers in Direct Marketing Research, Joseph Phelps (Wiley, 1998). In 1997, the Advertising Research Division of the Association for Education in Journalism and Mass Communication awarded her Best Paper. In 1999, Kim was a finalist for Best Paper of the year in the Journal of Advertising. Prior to joining the academy, Kim worked as Associate Media Director and Media Supervisor for several advertising agencies, including Foote Cone and Belding in Chicago. Her clients included Budweiser, Coldwell Banker Real Estate, McDonald's, Laura Ashley, People Magazine, 1Bank of Boston, and Kraft-Miracle Whip.