Controversies in contemporary advertising/
Sheehan,Kim Bartel
Controversies in contemporary advertising/ - 2nd.ed. - New Delhi: SAGE Publications, Inc, 2014. - xvii, 311 p.
1. Advertising, its supporters, and its critics --
an approach to advertising and ethics --
Advertising's role in society --
Economic role --
Information role --
Entertainment role --
Role of critics in society --
Types of advertising criticism --
Case study : Groupon --
2. Living in a consumer culture --
Advertising : informational and transformational --
Advertising and brands --
Branding --
Globalization, advertising, and meaning --
Active and passive consumers --
Consumers and manipulation --
Case study : McDonald's --
3. Advertising and the media : changes and challenges --
Global media landscape --
Vertical integration --
horizontal integration --
Blurring content lines --
Influence of the Internet --
Advertisers' challenges an concerns --
Case study : Converse and CGM --
4. How advertising is regulated : government and industry --
Advertising regulation in content --
Advertising and freedom of speech --
First Amendment protection of advertising in the United States --
False and deceptive advertising --
Advertising self-regulation --
Case study : Hyland Auto Sales --
5. Beyond subliminal : the pervasiveness of persuasion --
Persuasive content and subliminal messages --
Product placement --
Product placement in film --
Product placement in television --
Advertising and editorials --
Intended effects --
The Von Restorff effect --
Unintended effects --
Case study : green product placement --
6. Advertising choices : influences of stereotypes and taste --
Stereotypes in advertising --
How stereotypes work --
Cultivation theory --
Social identity theory --
Expectancy theory --
Sensitivity, taste, and advertising --
Choices in advertising --
Case study : aspirational messages in China --
7. Gender and advertising : how gender shapes meaning --
Gender and information processing --
Gender and stereotypes --
Role portrayals --
Beauty stereotypes --
Decorative and sexual stereotypes --
Role-product congruity --
The theory that sex sells --
Objectification --
Advertising's responsibilities to men and women --
Case study : Seventeen Magazine --
8. Advertising and race : examining the melting pot --
Minorities in the United States --
Marketing and advertising to minorities --
Portrayals of ethnic groups --
Assimilation and acculturation --
Marginalization and invisibility --
False perceptions of diversity --
Fetishization --
Advertising, minorities, and the future --
Case study : Fair & Lovely --
9. Advertising and age, sexual orientation, and ability : marginalized or mainstreamed? --
Advertising and elders --
Person with disabilities --
Lesbian, gay, transgender, and bisexual populations --
Invisible populations --
Case study : Liberty Mutual. 10. Children and advertising : emerging consumers, problematic strategies --
Children as consumers --
Children as brands --
Children as vulnerable consumers --
Children, advertising, and the learning process --
Social learning theory --
Media as curriculum --
Regulation of advertising directed to children --
Criticism of advertising directed to children --
Case study : should sodas be taxed? --
11. Advertising controversial products : bans and beliefs --
Nature of controversial products --
Rite-of-passage products --
Sexually oriented products --
Company philosophy --
Ban or not to ban advertising of controversial categories? --
Freedom of speech --
Approaches to controversial advertising --
Temperance or moderation messages --
Warning labels --
Content restriction --
Tax issues --
Case study : advertising guns --
12. Tobacco and alcohol advertising : industries in flux --
Regulation of tobacco and alcohol advertising --
Criticisms of tobacco and alcohol advertising --
Case study : tobacco and LGBT consumers --
13. Advertising prescription drugs : healthy tactics or risky propositions? --
Types of DTC advertising --
Guidelines for DTC brand advertising --
Creation of distrust --
Case study : EpiPen and the FDA --
14. Political advertising : do "we the people" still matter? --
Definitions of political advertising --
Freedom of speech and political advertising --
Process of political advertising --
The future --
Free airtime --
Regulate the Internet? --
Public financing of campaigns --
Longer spots --
Codes of conduct --
Case study : broadcasting disclosures of political advertising --
15. Socially responsible advertising : does a brand have a conscience? --
Corporate images and values --
Socially responsible advertising --
Increase in socially responsible messages --
Increased interest in causes --
Stakeholder concerns --
Creating socially responsible advertising --
Relevance --
Clarity --
Demonstrate caring --
Assess commitment --
Balance of cause and company --
Provide solutions --
Track results --
Case study : greengrocers --
16. Online advertising : the ever-evolving landscape --
Brief history of the Internet --
Internet today --
Global medium --
Interactive medium --
Lightly regulated medium --
Influential medium --
Ubiquitous medium --
Current challenges --
Context issues --
Data collection and privacy --
Copyright issues --
Transparency --
Crowdsourcing --
Case study : behavioral targeting --
17. Advertising : being ethical advertisers in a challenging age --
Becoming authentic --
Agencies and advertising --
Case study : a personal brand
1452261075
659.1 / SHE/C
Controversies in contemporary advertising/ - 2nd.ed. - New Delhi: SAGE Publications, Inc, 2014. - xvii, 311 p.
1. Advertising, its supporters, and its critics --
an approach to advertising and ethics --
Advertising's role in society --
Economic role --
Information role --
Entertainment role --
Role of critics in society --
Types of advertising criticism --
Case study : Groupon --
2. Living in a consumer culture --
Advertising : informational and transformational --
Advertising and brands --
Branding --
Globalization, advertising, and meaning --
Active and passive consumers --
Consumers and manipulation --
Case study : McDonald's --
3. Advertising and the media : changes and challenges --
Global media landscape --
Vertical integration --
horizontal integration --
Blurring content lines --
Influence of the Internet --
Advertisers' challenges an concerns --
Case study : Converse and CGM --
4. How advertising is regulated : government and industry --
Advertising regulation in content --
Advertising and freedom of speech --
First Amendment protection of advertising in the United States --
False and deceptive advertising --
Advertising self-regulation --
Case study : Hyland Auto Sales --
5. Beyond subliminal : the pervasiveness of persuasion --
Persuasive content and subliminal messages --
Product placement --
Product placement in film --
Product placement in television --
Advertising and editorials --
Intended effects --
The Von Restorff effect --
Unintended effects --
Case study : green product placement --
6. Advertising choices : influences of stereotypes and taste --
Stereotypes in advertising --
How stereotypes work --
Cultivation theory --
Social identity theory --
Expectancy theory --
Sensitivity, taste, and advertising --
Choices in advertising --
Case study : aspirational messages in China --
7. Gender and advertising : how gender shapes meaning --
Gender and information processing --
Gender and stereotypes --
Role portrayals --
Beauty stereotypes --
Decorative and sexual stereotypes --
Role-product congruity --
The theory that sex sells --
Objectification --
Advertising's responsibilities to men and women --
Case study : Seventeen Magazine --
8. Advertising and race : examining the melting pot --
Minorities in the United States --
Marketing and advertising to minorities --
Portrayals of ethnic groups --
Assimilation and acculturation --
Marginalization and invisibility --
False perceptions of diversity --
Fetishization --
Advertising, minorities, and the future --
Case study : Fair & Lovely --
9. Advertising and age, sexual orientation, and ability : marginalized or mainstreamed? --
Advertising and elders --
Person with disabilities --
Lesbian, gay, transgender, and bisexual populations --
Invisible populations --
Case study : Liberty Mutual. 10. Children and advertising : emerging consumers, problematic strategies --
Children as consumers --
Children as brands --
Children as vulnerable consumers --
Children, advertising, and the learning process --
Social learning theory --
Media as curriculum --
Regulation of advertising directed to children --
Criticism of advertising directed to children --
Case study : should sodas be taxed? --
11. Advertising controversial products : bans and beliefs --
Nature of controversial products --
Rite-of-passage products --
Sexually oriented products --
Company philosophy --
Ban or not to ban advertising of controversial categories? --
Freedom of speech --
Approaches to controversial advertising --
Temperance or moderation messages --
Warning labels --
Content restriction --
Tax issues --
Case study : advertising guns --
12. Tobacco and alcohol advertising : industries in flux --
Regulation of tobacco and alcohol advertising --
Criticisms of tobacco and alcohol advertising --
Case study : tobacco and LGBT consumers --
13. Advertising prescription drugs : healthy tactics or risky propositions? --
Types of DTC advertising --
Guidelines for DTC brand advertising --
Creation of distrust --
Case study : EpiPen and the FDA --
14. Political advertising : do "we the people" still matter? --
Definitions of political advertising --
Freedom of speech and political advertising --
Process of political advertising --
The future --
Free airtime --
Regulate the Internet? --
Public financing of campaigns --
Longer spots --
Codes of conduct --
Case study : broadcasting disclosures of political advertising --
15. Socially responsible advertising : does a brand have a conscience? --
Corporate images and values --
Socially responsible advertising --
Increase in socially responsible messages --
Increased interest in causes --
Stakeholder concerns --
Creating socially responsible advertising --
Relevance --
Clarity --
Demonstrate caring --
Assess commitment --
Balance of cause and company --
Provide solutions --
Track results --
Case study : greengrocers --
16. Online advertising : the ever-evolving landscape --
Brief history of the Internet --
Internet today --
Global medium --
Interactive medium --
Lightly regulated medium --
Influential medium --
Ubiquitous medium --
Current challenges --
Context issues --
Data collection and privacy --
Copyright issues --
Transparency --
Crowdsourcing --
Case study : behavioral targeting --
17. Advertising : being ethical advertisers in a challenging age --
Becoming authentic --
Agencies and advertising --
Case study : a personal brand
1452261075
659.1 / SHE/C