Controversies in Contemporary Advertising

Erscheinungsjahr 2003
ISBN: 978-0-7619-2635-1
Verlag: SAGE Publications

Buch, Englisch, 344 Seiten, Format (B × H): 178 mm x 254 mm

"This is an important book for those contemplating entering the advertising field as professionals. The book exposes readers to the issues that most professionals will likely confront in this highly volatile, often controversial, industry. Most importantly Bartel Sheehan provides logical, concise arguments exposing multiple perspectives that will help those new to the advertising industry better understand both sides of a number of complex issues."

--Chris Cakebread, Boston University

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.

Autoren/Hrsg.

Sheehan, Kim B. (Bartel)

Fachgebiete

• Wirtschaftswissenschaften Wirtschaftssektoren & Branchen Medien-, Informations und Kommunikationswirtschaft Werbeindustrie
• Sozialwissenschaften Medien- und Kommunikationswissenschaften Medienwissenschaften Medientheorie, Medienanalyse
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Chapter 1 Advertising And Its Supporters And 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
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 Of Product Placement
Unintended Effects
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 Hispanics
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: Kids And Advertising
Kids As Consumers
Kids And Brands
Children, Advertising And The Learning Process
Regulation Of Children's Advertising
Criticisms Of Advertising Directed To Kids
Intended Effects
Unintended Effects
How To Approach Advertising To Kids
Chapter 11 The Vice Squad: Selling Controversial Products
The Nature Of Controversial Products
To Ban Or Not To Ban 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: Doctors' 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
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 In 2002
Comparing Online And Traditional Advertising
Types Of Online Advertising
Regulation Of The Internet
Intended Effects
Unintended Effects
The Future
Chapter 17 Advertising: Agencies, Values And The Common's Dilemma

Putting Into Practice
Agencies And Advertising

Über Autor(innen)

Sheehan, Kim B. (Bartel)
Kim Bartel Sheehan is a Professor and Director of the Master’s Program in Strategic Communication and the Undergraduate Honors Program at the School of Communication and Journalism at the University of Oregon. She held leadership positions at agencies in Boston, Chicago, and St. Louis and has consulted with numerous companies. Her research involves advertising, culture, and new technology, with a focus on sustainability communications. She has published extensively about online privacy, advertising ethics, and direct-to-consumer prescription drug advertising. She has served as an Associate Editor and a Special Issue Editor for the Journal of Advertising and President of the American Academy of Advertising. Sheehan won the School of Journalism and Communication’s Marshall Award for Innovative Teaching in 2001 and 2010. She is currently a Fellow for the Society of New Communications Research and has been a two-time Page Legacy Scholar and two-time Dave and Nancy Petrone Faculty Fellow.