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.
Chapter 6: Advertising Choices: Influences of Stereotypes and Taste
Advertising Choices: Influences of Stereotypes and Taste
I am sure I can't define good taste any more successfully than our highest courts can. Indeed, when one goes to the theatre or to the movies, he must wonder if there are any bounds at all. Compared to that, advertising language has almost the moral purity of a Gregorian Chant.
Much of the actual “work” of advertising and advertising agencies involves choices: choices regarding whom to target, which media to purchase, or whether the magazine advertisement will be single page or a spread. To create an advertisement, advertising professionals make dozens of choices. All these choices made during the development of an advertising campaign help in the creation of the ...