AdvertisingAdvertising

Who Really Has A Say?Who Really Has A Say?

The MediaThe Media

Advertising usually runs across the Advertising usually runs across the spectrums of television, movies, and spectrums of television, movies, and magazines. As well as billboards and other magazines. As well as billboards and other public displays.public displays.

Most of the electronic advertising comes in Most of the electronic advertising comes in the form of commercials and infomercials.the form of commercials and infomercials.

QuestionabilityQuestionability

Within the last decade, advertising has Within the last decade, advertising has changed to conform to the consumers’ changed to conform to the consumers’ desires, needs, and expectations for new desires, needs, and expectations for new products.products.

The new problem is that are some of these The new problem is that are some of these new and edgy advertisements too edgy?new and edgy advertisements too edgy?

TelevisionTelevision

In the United States, on average people In the United States, on average people spend about 28 hours/ week watching T.V.spend about 28 hours/ week watching T.V.

The average American youth spends The average American youth spends 31.25 hours/ week watching T.V. 31.25 hours/ week watching T.V. (screentime.org)(screentime.org)

This makes television the best way to This makes television the best way to market to consumers.market to consumers.

Old NavyOld Navy

Launched a new marketing approach Launched a new marketing approach which involves mannequins that interact which involves mannequins that interact with each other as if they were real with each other as if they were real people, dubbed “Supermodelquinns”.people, dubbed “Supermodelquinns”.

Some people complain that these Some people complain that these mannequins are portraying a false mannequins are portraying a false representation of real people and that representation of real people and that since they're cartoon like that the since they're cartoon like that the impression falls onto children.impression falls onto children.

Old Navy President Tom Wyatt says, “we Old Navy President Tom Wyatt says, “we got away from our target consumer…We got away from our target consumer…We spent most of 2008 getting out target spent most of 2008 getting out target consumer right. Then we (developed) consumer right. Then we (developed) product that we thought was appropriate product that we thought was appropriate for the target customer.”for the target customer.”

The old style used to be skimpy tops, tight The old style used to be skimpy tops, tight jeans, and other form fitting clothes that jeans, and other form fitting clothes that would attract teens but this scheme did not would attract teens but this scheme did not work.work.

They then marketed the Supermodel-They then marketed the Supermodel-quinns to change the aim back to be family quinns to change the aim back to be family oriented.oriented.

Hidden InnuendoHidden Innuendo

People will always attack the commercials People will always attack the commercials that are blatantly offensive but what about that are blatantly offensive but what about the commercials that have hidden aspects the commercials that have hidden aspects about them?about them?

Some of these commercials that have Some of these commercials that have aspects that attract children and young aspects that attract children and young teens are products and services that they teens are products and services that they can not even use.can not even use.

Esurance – cartoon design, questionable Esurance – cartoon design, questionable antics, and disproportional fictional antics, and disproportional fictional characters.characters.

Quiznos – personified inanimate objects. Quiznos – personified inanimate objects. Very sexually charged dialogue.Very sexually charged dialogue.

Abercrombie & FitchAbercrombie & Fitch

Company first started in 1892 and had Company first started in 1892 and had been an outfitter for outdoor sportsman been an outfitter for outdoor sportsman and excursion.and excursion.

Now the target market has changed to 18- Now the target market has changed to 18- 22 year old consumers and presents the 22 year old consumers and presents the style of “Casual Luxury”style of “Casual Luxury”

The old Abercrombie and FitchThe old Abercrombie and Fitch

The new Abercrombie and FitchThe new Abercrombie and Fitch

Even though very different in appearance, Even though very different in appearance, they general message is the same. You they general message is the same. You just have to think.just have to think.

The message to stay active and to stay The message to stay active and to stay youthful.youthful.

The depiction of “The Hunt” is still strong The depiction of “The Hunt” is still strong in both images, but the new image of in both images, but the new image of Abercrombie is applied to today's Abercrombie is applied to today's consumer and marketed demographic. consumer and marketed demographic.

Constitutional RightsConstitutional Rights

Under the 1Under the 1stst amendment of the amendment of the Constitution which states, “Congress shall Constitution which states, “Congress shall make no law respecting an establishment make no law respecting an establishment of religion, or prohibiting the free exercise of religion, or prohibiting the free exercise thereof; or abridging the freedom of thereof; or abridging the freedom of speech, or of the press;…” the media is speech, or of the press;…” the media is protected.protected.

Today, advertising is more of a freedom Today, advertising is more of a freedom of expression than it was in the past.of expression than it was in the past.

So what is the difference between a fully So what is the difference between a fully naked woman on canvas vs. a half naked naked woman on canvas vs. a half naked woman in an advertisement?woman in an advertisement?

Who is to make the call of good taste vs. Who is to make the call of good taste vs. bad taste?bad taste?

Rating Systems and the V-ChipRating Systems and the V-Chip

The media itself should not be blamed for The media itself should not be blamed for all the questionable and racy images that all the questionable and racy images that are put in advertisements that make it to are put in advertisements that make it to our youth.our youth.

There are very strict guidelines that the There are very strict guidelines that the industry must follow and most of these industry must follow and most of these guidelines are government monitoredguidelines are government monitored

Federal Communications Commission Federal Communications Commission (FCC)(FCC)

Entertainment Software Rating Board Entertainment Software Rating Board (ESRB)(ESRB)

Motion Picture Association of America Motion Picture Association of America (MPAA)(MPAA)

The V-ChipThe V-Chip

It is now government mandate that every It is now government mandate that every show on television is rated and is in show on television is rated and is in accordance to v-chip specifications.accordance to v-chip specifications.

The v-chip is a programmable device that The v-chip is a programmable device that can block certain programming from can block certain programming from viewers.viewers.

All Things ConsideredAll Things Considered

It is up to the individual to decide what is It is up to the individual to decide what is appropriate for themselves or their own appropriate for themselves or their own youth.youth.

It is not right to deny others their rights It is not right to deny others their rights because you feel that your rights are being because you feel that your rights are being violated, when in all reality you have the violated, when in all reality you have the means of avoiding material you do not feel means of avoiding material you do not feel is appropriate. is appropriate.

It is not the governments responsibility to It is not the governments responsibility to “babysit” our youth and to shield them “babysit” our youth and to shield them from the real world and all of its harsh from the real world and all of its harsh realities.realities.

Our freedom of speech is one of our Our freedom of speech is one of our country’s most sacred laws especially country’s most sacred laws especially considering a lot of countries do not have considering a lot of countries do not have this right of expression.this right of expression.

With that being said, it is not fair to deny With that being said, it is not fair to deny someone their artistic vision that they someone their artistic vision that they either put on canvas or a magazine ad either put on canvas or a magazine ad because who are we to make the call of because who are we to make the call of what is tasteful and what is not.what is tasteful and what is not.