PP 247 Essay of Guelph Advertising Discussion

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Advertising Questions

1a. Theodore Levitt defended Puffery by arguing that humans naturally desire to embellish, enrich, and enchant the world around them. Commerce merely takes the same liberty as the artist and the priest in “creating illusions, symbols, and implications that promise more than mere functionality” (Arrington p.4) Would you agree? Consider some examples.

1b. Which is more convincing: Galbraith’s concept of the Dependence Effect? Or Mises’ concept of Consumer Sovereignty? Or do you one is more relevant for certain products or people, and the other in different cases?

2. Give an example of the following: (a) an ad that manipulated you in a way you consider unfair or harmful, (b) an ad that enriched or enchanted reality in a positive way, (c) how advertising in general has influenced your values.

Product Placement & Influencer Cases

3a. Discuss an aspect of one of the first 3 product placement cases in 8.6.1 (Lola, Reese’s Pieces, Bond) that you find most interesting or problematic.

3b. Should aggressive “unduly prominent” product placement like Subway’s Hawaii Five-0 spot be banned? Or can we count on the market (i.e. backlash from viewers) to deter such a blatant and tacky approach? Consider that Subway’s sales began to decline in 2014, leading them to close stores.

4. Discuss 2 of the 3 cases in 8.6.3 (Influencers Promote BetterHelp, Jennifer Lopez’s Dress, Is That an Ad?) and address the related questions.

Advertising Cases

5. Analyze “Case Study – Youth News Network (YNN)” (Tittle, p.128-129) and address 3 of the questions at the end.

Analyze “Case 9.1 – Toy Wars” (Velasquez, p.343-346) and answer 3 of the sub-questions below:

6a. Should Daner risk the account by submitting only the rescue mission ad? Or should he let Teal also see the ad with the helicopter shooting up the village, and let him choose?

6b. Was the rescue mission ad really that much different from the one showing the shooting of the village?

6c. What if the rescue ad failed to sell the Crako toy – a product that was important to the future of the client’s business? Should he either give them the most compelling commercial possible or withdraw from the account?

6d. What about the argument that violent toys are harmless fantasy, with virtually no effects on real-world violence? Are Daner’s scruples empirically justified?

Yogurt for Men

Read the material collected under “Yogurt for Men – Food Marketing and Gender” (Essay Resources) and answer 3 of the questions below:

7a. Does the concept of Yogurt for Men strike you as absurd, a scam, or a to how dairy advertising has focused on women? For example, who do you think is the target market for this mainstream yogurt commercial? https://www.youtube.com/watch?v=etjhtRPN__0

7b. Have you ever felt pressured to eat/drink or not eat/drink something because of gender stereotypes?

7c. What do you make of the following study? “Researchers gave each participant an identical blueberry muffin, packaged in different ways: feminine, masculine, and mixed-gender. … Those who received muffins in mixed-gender packaging reported poorer taste than those who received packaging with solely masculine or feminine signalseven though all the muffins were the same.” (Amy Wang, second article)

7d. Do you think the gendered associations of certain foods are based on advertising, or go deeper into culture and biology? Or perhaps a combo of all 3? If the latter, is advertising, culture, or biology more dominant? (The fourth piece by Riddhi Shaw is most relevant)

Film Question: Advertising and the End of the World

8a. The film argues that the fundamental question about advertising isn’t “Does the ad make you buy the product?” but rather “What impact do ads have on our culture, what consistent stories do they tell and what values do they promote?” How does the film answer these questions? Would you agree?

8b. What does advertising say is the way to become happy? Are its answers correct?

8c. Why does the film blame advertising for global warming? Does this go too far? One might respond that not all consumption leads to carbon emissions, and that such emissions owe a lot to (fossil fuel dependence, suburban sprawl) which aren’t fundamentally driven by marketing-based consumption.

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