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Controversial Television Advertising
Term Paper ID:39191
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Essay Subject:
This paper discusses controversial television advertising and the things that make it controversial such ...... More...
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4 Pages / 900 Words
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Paper Abstract:
This paper discusses controversial television advertising and the elements that make it controversial, such as content, approach, longterm effects, and the program the advertising is associated with.
Paper Introduction:
Controversial Television Advertising Television advertising can be controversial for a number of differentreasons The subject matter can be offensive misleading or divisive thelongterm effects of the ad can be damaging the approach that is used inthe advertisement can be questionable and the TV programs that the ad isaired in conjunction with can be controversial Television advertising that is controversial by virtue of its subjectmatter is often called into question because the subject matter isoffensive to minority groups or has implications that are
Text of the Paper:
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Television advertising that is controversial by virtue of its subjectmatter is often called into question because the subject matter isoffensive to minority groups or has implications that are not generallyagreed upon. Marketing Week, 27(4 ), Sept 3 , 5. 18; "FCC to probe alleged links of TV ads toobesity," 2 6, p. Thomson Gale. The Truth about McDonald's and Children. Thomson Gale. (2 6). This program was so controversial that "Agencyexecutives were surprised to hear there was ad support" for it, and PaulHindle, who directs communications planning at Young & Rubicam, was quotedas saying, "Who in their right mind would do it? (2 6). Controversial Television Advertising Television advertising can be controversial for a number of differentreasons. The naked beast, "representing a family'smortgage, creates havoc in its owners' home, stealing the husband'snewspaper and scrunching it up, usurping his place on the lounge and weeingon the floor as the family is having dinner" ("Wizard of an ad tellsmortgagees to 'spank the beast,'" 2 4). (2 4). Santa Monica Library. May 22. InfoTrac OneFile. The programis "a dramatic thriller chronicling an FBI agent's attempts to infiltratean Al-Qaeda fundamentalist terror group planning an attack in LA," with"featured straplines" such as "America's latest hero is a Muslim straightout of jail" ("Fox to launch 'terrorism' ad," 2 6, p. InfoTrac OneFile. 25).This defamatory approach made it appear that all other churches arebigoted, while the United Church of Christ alone is openminded andinclusive. InfoTrac OneFile. Controversial television advertising can be objectionable in a varietyof ways, and part of the controversy surrounding it is that opinions varyon how damaging individual ads and approaches might be. Santa Monica Public Library. 18). Thomson Gale. Santa Monica Public Library. Santa Monica Public Library. Santa Monica Public Library. Considering theinordinate power of the media over viewers' opinions and habits,controversial advertising is best subjected to stringent guidelines thatare consistently enforced. Furthermore, as the beast is treated much as a naughtychild would be, the effect of the ad on children could be to induce fearand shame, not to mention inculcating a sense that spanking is normal anddeserved by children. (2 4). Commondreams.org. (2 5). 18). Sometimes it is the program itself that is controversial, as in thecase of the Fox network's program "Sleeper Cell," about "a fundamentalistterror group" ("Fox to launch 'terrorism' ad," 2 6, p. 15). (2 5). Will sponsors stick with O.J. FCC to probe alleged links of TV ads to obesity. Thomson Gale. InfoTrac OneFile. Hotline: Channel 4 runs controversial on-air campaign. Santa Monica Public Library. 7). 5).The decision was based on an approach to alcohol advertising thatincorporates drinking as "part of 'normal family life' rather than as aseparate or exciting adult mystery" and is expected to "include scenes offamilies enjoying alcohol and soft drinks together in the garden of a pub,"an approach that is hoped will "dispel the glamour surrounding underagedrinking" (Singh, 2 4, p. 5). Likewise, programs such as the "faces of 4/2 questions"campaign in which one television station aired ads that featured"celebrities saying their favourite swear word" have been condemned asinappropriate ("Hotline: Channel 4 runs controversial on-air campaign,"2 5, p. Campaign, March 4, 4 . (2 5). McConnell, B. The subject matter can be offensive, misleading, or divisive; thelongterm effects of the ad can be damaging; the approach that is used inthe advertisement can be questionable; and the TV programs that the ad isaired in conjunction with can be controversial. Food police target food marketers: controversial practices aimed at kids draw federal ire. 15). For example, the United Church of Christ television ad that showedgay couples being prevented by bouncers from entering a church gave theclear impression that gays are not welcome in other churches but areaccepted in the United Church of Christ ("Commercial honor," 2 5, p. Although the foodindustry rejects any notion that it is responsible for this state ofaffairs and claims that its efforts at self-policing are effective, it hasnot hesitated to use controversial advertising practices such as "paidproduct placements and interactive games featuring trademark characters"(McConnell, 2 5, p. ADWEEK, 47(43), Nov 2 , 7. InfoTrac OneFile. One example of this was the decision by Ofcom, the UnitedKingdom communication industry regulator, to allow children to appear intelevision commercials featuring alcoholic beverages (Singh, 2 4, p. McClellan, S. 56). Retrieved on February 21, 2 7 from: http://find.galegroup.com/itx/infomark.do?&contentSet=IAC- Documents&type=retrieve&tabID=T 3&prodId=ITOF&docId=A123 82454&source= gale&srcprod=ITOF&userGroupName=santam_main&version=1. InfoTrac OneFile. Ofcom to sanction children in beer ads: advertising regulator proposes ruling to allow "incidental" use of children in alcohol ads. 4 ). Santa Monica Public Library. InfoTrac OneFile. The projected longterm effects of an ad can also render itcontroversial, as in the case of food ads aimed at kids. This ad is offensive on several counts-"excess violence and nudity andcausing distress to children" ("Wizard of an ad tells mortgagees to 'spankthe beast,'" 2 4). Retrieved on February 21, 2 7 from: http://find.galegroup.com/itx/infomark.do?&contentSet=IAC- Documents&type=retrieve&tabID=T 3&prodId=ITOF&docId=A129692 6&source= gale&srcprod=ITOF&userGroupName=santam_main&version=1. Retrieved on February 21, 2 7 from: http://find.galegroup.com/itx/infomark.do?&contentSet=IAC- Documents&type=retrieve&tabID=T 3&prodId=ITOF&docId=A13417 5 4&source= gale&srcprod=ITOF&userGroupName=santam_main&version=1. Singh, S. Whileoverconsumption among adults is already at an epidemic level in the UnitedStates, with 65% of Americans overweight and 3 % obese, "the truly shockingthing is that we've taught our kids how to be fat, too;" we are now seeingobese kids as young as the age of two (Spurlock, 2 5). (2 6). A similarprogram that received extensive negative reactions was the projected two-part special with O.J. The Grocery Manufacturers Association is taskingitself to set guidelines for product placements in shows targeted tochildren and to limit the interactive "adver-games," but the fact stillremains that children watch an increasing amount of television-"between1 , and 15, hours...by the time they turn 18"-an amount that exposesthem to over 2 , commercials, according to Kevin J. Thomson Gale. special? Retrieved on February 21, 2 7 from: http://find.galegroup.com/itx/infomark.do?&contentSet=IAC- Documents&type=retrieve&tabID=T 3&prodId=ITOF&docId=A1132 6946&source= gale&srcprod=ITOF&userGroupName=santam_main&version=1. (2 5). Retrieved on February 21, 2 7 from: http://find.galegroup.com/itx/infomark.do?&contentSet=IAC- Documents&type=retrieve&tabID=T 3&prodId=ITOF&docId=A143887613&source= gale&srcprod=ITOF&userGroupName=santam_main&version=1. Spurlock, M. Nation's Restaurant News, 4 (42), Oct 9, 56. Food-relatedtelevision advertising is being blamed for "the skyrocketing number ofobese kids," and "tougher government oversight of the marketing of snacksand soda to children" is being called for (McConnell, 2 5, p. Broadcasting & Cable, 135(29), July 18, 18. Thomson Gale. Martin, FCCchairman (McConnell, 2 5, p. I can't imagine anymainstream brand would want to be associated with such a program"(McClellan, 2 6, p. 7). Santa Monica Library. Simpson in which Simpson "details how he would havemurdered his wife Nicole Simpson, slain in 1994, if he had been the killer"(McClellan, 2 6, p. ReferencesCommercial honor. Thomson Gale. Fox to launch "terrorism"' ad. One ad that falls into this category ofcontroversial television advertising is the "spank the beast" ad for WizardHome Loans that featured a "'mortgage beast' being spanked for weeing onthe floor of its owners' house" ("Wizard of an ad tells mortgagees to'spank the beast,'" 2 4). When the approach to the ad is the objectionable aspect of it, theproblem is generally that the approach used emphasizes a controversialissue. B&T Weekly, Feb 3. Retrieved on February 21, 2 7 from: http://find.galegroup.com/itx/infomark.do?&contentSet=IAC- Documents&type=retrieve&tabID=T 3&prodId=ITOF&docId=A134258268&source= gale&srcprod=ITOF&userGroupName=santam_main&version=1. Thomson Gale. InfoTrac OneFile. Retrieved on February 21, 2 7 from: http://find.galegroup.com/itx/infomark.do?&contentSet=IAC- Documents&type=retrieve&tabID=T 3&prodId=ITOF&docId=A15524 431&source= gale&srcprod=ITOF&userGroupName=santam_main&version=1. Fox claims ad support for controversial show; execs are skeptical. The beast is subsequently "takento a Wizard Home Loans adviser, who spanks its naked bottom to bring itinto line" ("Wizard of an ad tells mortgagees to 'spank the beast,'" 2 4). Retrieved on February 21, 2 7 from: http://www.commondreams.org/views 5/ 522-2 .htmWizard of an ad tells mortgagees to 'spank the beast. The Advocate, July 5, 25. Retrieved on February 21, 2 7 from: http://find.galegroup.com/itx/infomark.do?&contentSet=IAC- Documents&type=retrieve&tabID=T 3&prodId=ITOF&docId=A152871741&source= gale&srcprod=ITOF&userGroupName=santam_main&version=1. Marketing Week, March 3 , 15.
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