WEB EXERCISE 2 Perspectives on Consumer Behavior Focus: Chapters 4 Carefully look at the print ads posted in this folder. Provide your answers to the following questions in the submission area within this folder. Make sure you integrate information from the ads and from the chapter readings into your answers. Be thorough but concise. 1. Which of the ads was/were designed to induce problem recognition among consumers? Briefly explain why (choose two ads). 2. Look at the Audi Ad, which level of the Maslow hierarchy of needs does the ad represent? Briefly explain why. 3. According to Chapter 4 in the textbook, marketers use a number of attitude change strategies in their advertisements. Which of the ads is/are meant to influence attitude change? Briefly explain the strategy being used (choose two ads). 4. Which of the ads integrates external influences on consumer behavior? Briefly explain which external factor the ad represents (choose one ad). 5. Which of the ads emphasizes Functional Consequences and which one emphasizes Psychological Consequences? Briefly explain why MDS 4100 COMMUNICATION LAW Spring 2020 Case Study #3: Obscenity Is this Bud for you? The legislature of the state of Utah recently updated its obscenity law. Elections in the past four years gave the Populist Party a majority. That party sponsored the revisions to the law. The Populist Speaker of the House said the law was intended to “re-establish traditional morality.” Its wording is as follows: A person is guilty of obscenity when, knowing its content and character, he promotes or possesses with intent to promote, any obscene material. The new law also defines obscenity: Any material or performance is obscene if (a) considered as a whole, its predominant appeal is to shameful or morbid interest in nudity, sex, excretion, masochism, or sadism, and (b) it goes substantially beyond customary limits of candor in describing or representing such matters, and (c) its predominant appeal is such that it lacks serious literary, artistic, political, or redeeming social value. Predominant appeal should be judged with reference to ordinary adults of this state. Shortly after the law was passed and signed into law by the governor, it was put to the test. In the small city of Pine Grove two undercover police officers entered Bud’s Palace, an adult entertainment and video store owned by Bud Finley. The business had been in operation for nearly a decade. The officers purchased two DVD movies, both containing bondage and lesbian and group sex scenes. After the sale was complete, the officers arrested Finley on charges of violating the state’s new obscenity law. Bud’s Palace was padlocked and remains closed to the public. Finley was released on $50,000 bond and is awaiting trial. Also charged with obscenity violation is X-citement Video of Los Angeles, the producers of both videos. At the pre-trial he ...

1. WEB EXERCISE 2
Perspectives on Consumer Behavior
Focus: Chapters 4
Carefully look at the print ads posted in this folder. Provide
your answers to the following questions
in the submission area within this folder. Make sure you
integrate information from the ads and from
the chapter readings into your answers. Be thorough but
concise.
1. Which of the ads was/were designed to induce problem
recognition among consumers? Briefly
explain why (choose two ads).
2. Look at the Audi Ad, which level of the Maslow hierarchy of
needs does the ad represent? Briefly
explain why.
3. According to Chapter 4 in the textbook, marketers use a
number of attitude change strategies in
their advertisements. Which of the ads is/are meant to influence

2. attitude change? Briefly explain the
strategy being used (choose two ads).
4. Which of the ads integrates external influences on consumer
behavior? Briefly explain which
external factor the ad represents (choose one ad).
5. Which of the ads emphasizes Functional Consequences and
which one emphasizes Psychological
Consequences? Briefly explain why
MDS 4100 COMMUNICATION LAW
Spring 2020
Case Study #3: Obscenity
Is this Bud for you?
The legislature of the state of Utah recently updated its
obscenity law. Elections in the
past four years gave the Populist Party a majority. That party
sponsored the revisions to
the law. The Populist Speaker of the House said the law was
intended to “re-establish
traditional morality.” Its wording is as follows:
A person is guilty of obscenity when, knowing its content and

3. character, he
promotes or possesses with intent to promote, any obscene
material.
The new law also defines obscenity:
Any material or performance is obscene if (a) considered as a
whole, its
predominant appeal is to shameful or morbid interest in nudity,
sex, excretion,
masochism, or sadism, and (b) it goes substantially beyond
customary limits
of candor in describing or representing such matters, and (c) its
predominant
appeal is such that it lacks serious literary, artistic, political, or
redeeming
social value. Predominant appeal should be judged with
reference to ordinary
adults of this state.
Shortly after the law was passed and signed into law by the
governor, it was put to the
test. In the small city of Pine Grove two undercover police
officers entered Bud’s Palace,
an adult entertainment and video store owned by Bud Finley.
The business had been in
operation for nearly a decade. The officers purchased two DVD
movies, both containing
bondage and lesbian and group sex scenes. After the sale was
complete, the officers
arrested Finley on charges of violating the state’s new obscenity
law. Bud’s Palace was
padlocked and remains closed to the public. Finley was released
on $50,000 bond and is
awaiting trial. Also charged with obscenity violation is X-
citement Video of Los Angeles,

4. the producers of both videos.
At the pre-trial hearing, both Finley’s attorney, Bill O. Wrights,
and District Attorney I.M.
Proper, provided respective arguments to the court.
For the defense, Wrights asserted that the state obscenity law
violated the First and
Fourteenth Amendments. He argued that material not considered
obscene in one state
cannot be considered so in another. Neither of the videos, each
released in fall 2016,
had been found obscene elsewhere. It is the defense’s position
that the Fourteenth
Amendment guarantees the residents of all states protection
from their state
governments as exists concerning the federal government.
Wrights: “Adult entertainment is a billion dollar-a-year industry
in the U.S. and employs
thousands of individuals. The sale and manufacture of adult
entertainment videos and
literature involves not only small businesses, but multi-million
dollar corporations as
MDS 4100 COMMUNICATION LAW
Spring 2020
Case Study #3: Obscenity
well. Nothing in these videos is debasing. No actors were forced
against their wills to
participate in the making of these videos. In reality, the two
videos are reflections of
what takes place daily in homes and hotels across this country

5. and in the state of Utah.
If the Utah obscenity statute is allowed to stand, the
consequences may be the end of
an entire sector of our economy.”
For the prosecution, Proper noted that the entire nation is
witnessing a fundamental
change in morality. “The statute under question was created
based on a popular
demand, she said, and enjoys widespread support throughout the
state. Collectively, the
people of the state have stated a preference for a certain way of
life where obscene
entertainment cannot be sold. Traditional American values are
reflected in every
sentence of the new law,” she added. “The United States is not a
single, homogeneous
unit. Instead, diversity is celebrated and difference is preferred
to the tyranny of
sameness. It must be recognized that the values of residents of
Utah differ substantially
from those of residents of California. This difference is good. It
allows people a choice of
lifestyles. The state’s obscenity statute benefits all people of the
United States by
allowing freedom of choice.”
Assignment:
You know the facts and have heard arguments on both sides.
Now it’s time to apply this
case to the law of the land as it stands in 2020.
Either Finley is guilty and the statute is constitutional, or the
authorities erred in their
action by targeting two non-obscene videos and closing down a

6. legitimate business.
Should X-citement Video be liable?
Prepare your case. Citing appropriate state and federal court
decisions, make a
persuasive and convincing argument. You must decide: Guilty
or Innocent?