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Understanding Special Audiences in Advertising: Ethics and Impact

This chapter explores the concept of special audiences in the advertising industry, examining who they are and the implications of their presence. It poses critical questions about the need for sensitivity towards different audience segments, the alignment of advertising goals with audience cognitive abilities, and the ethical considerations when targeting specific groups. Through case studies focused on children, students, low-income individuals, and provocative campaigns, the chapter delves into advertising's influence, responsibility, and the complex dynamics between advertisers and their audiences.

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Understanding Special Audiences in Advertising: Ethics and Impact

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  1. Chapter 6: Special Audiences This chapter deals with the concept of a special audiences, who they are and what their presence means for the advertising industry. • Do advertisers have to treat some audiences with greater sensitivity than their other constituencies? • Does the purpose of the advertising coincide with the cognitive abilities of the audience?

  2. Chapter 6 Cases • Case 23: The Littlest Consumers • Case 24: Selling Students to Advertisers? • Case 25: Some Say “No” More Than Others • Case 26: The Big Sell for a “Purely Regressive Tax” • Case 27: The Vagina Dialogues

  3. Case 23: The Littlest Consumers • Facts– Empirical Definition • Values • Loyalties • Principles

  4. Products commonly advertised during children’s programming. • Is it ethical to advertise to young children? • If so, how can it be accomplished in a manner that provides a realistic picture of the value gained in the possible commercial exchange? • How are parents supposed to filter advertising they have not seen?

  5. Case 23: Additional links How Toy Commercials Influence Kids – A parents companion to helping children navigate advertising. Buy Me That! – A parent’s perspective. Children and Advertising – What a child sees and how to combat it. Children as Consumers – The facts and underlying issues.

  6. Case 24: Selling Students to Advertisers? • Facts– Empirical Definition • Values • Loyalties • Principles

  7. Mountain Dew, Eight Crazy Nights, Pepsi, Blockbuster, and Dude, Where’s My Car? were all recently advertised on Channel One. • What are the benefits of media services in school? • Should school be a haven from commercials? • Has the school environment already been infiltrated?

  8. Case 24: Additional links Channel One – The official website includes news, games and advertisements. Commercial Alert – A group opposed to commercials in schools, complete with links to other opposition sites. Benefits of Channel One – Studies and history. Hidden Costs of Channel One – What are schools losing? Video Clips – Watch the commercials and news programs of Channel One.

  9. Case 25: Some Say “No” More Than Others • Facts– Empirical Definition • Values • Loyalties • Principles Young girls dressed as their favorite cartoon characters, The Power Puff Girls.

  10. Popular toys for children. • What needs to happen to change a child’s initial response of “Buy me that!”? • Who is responsible? • What are the feasible alternatives?

  11. Case 25: Additional links Children’s Advertising – This website contains guidelines and cases involving advertising to children. Advertising Doesn’t Increase Demands – An article about young consumer trends. Effects of Advertising – How does advertising effect children psychologically?

  12. Case 26: The Big Sell for a “Purely Regressive Tax” • Facts– Empirical Definition • Values • Loyalties • Principles

  13. Advertisements for lotteries across the nation. • Would including the odds of winning be “protective”? • Should advertisers be more socially responsible? How? • Is the targeting of low-income individuals ethical?

  14. Case 26: Additional links Governing Lottery Advertising - The position of the American Advertising Federation. To Restrict or Not to Restrict – The Florida Legislature debates this question of lotto advertising. National Coalition Against Legalized Gambling – See how some activists are trying to change the lottery.

  15. Case 27: The Vagina Dialogues • Facts– Empirical Definition • Values • Loyalties • Principles

  16. One of the posters advertising the show’s original run. • Was it ethical for the billboard company to accept the advertising at all, or to accept it in this provocative style? • Is the greatest good for the greatest number achieved when thousands have virtually no choice other than to see a message that may of may not interest them, but is certainly in a form that would offend some?

  17. Case 27: Additional links The Vagina Monologues – Reviews and articles of the show. Trouble in India – Read about the provocative show’s outing in one nation. V-Day – This organization that fights violence against women was spawned from the show.

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