Presentation on Ethical Advertising, Subvertising and the Blogosphere. Elements include Advertising Ethics, Genderisation, Sexual Appeal, Advertising to Children, Stereotyping the Elderly, Racism, Subvertising, and The Blogosphere

1. Ethical Advertising,
Subvertising and the
Blogosphere
Emer Keenan
Eimear Murphy
David Fox
Conor Quinn
Niamh Downey
Laureen Morrissette

2. Agenda
 Introduction
 Advertising Ethics
 Genderisation – Emer K
 Sexual Appeal – Eimear M
 Advertising to Children - David
 Stereotyping the Elderly - Conor
 Racism - Conor
 Subvertising
- Niamh
 The Blogosphere – Laureen
 Conclusion

3. Introduction
 Advertising& Promotion the most visible
marketing communications
 Prone to Scrutiny
 Regulations but not every issue is covered
– what about ethics
(Belch and Belch 2007)

4. Agenda
 Introduction
 Advertising Ethics
 Genderisation – Emer K
 Sexual Appeal – Eimear M
 Advertising to Children - David
 Stereotyping the Elderly - Conor
 Racism - Conor
 Subvertising
- Niamh
 The Blogosphere – Laureen
 Conclusion

5. Genderisation
 Doeseveryone know what we mean about
genderisation?
 Mainstereotypes portrayed in
advertisements…
 Men -v- Women

6. Male Genderisation
 Male stereotypes do exist
 Breadwinners, Lazy, Unemotional
 Oven Pride Ad - Male Stereotype
 Seen as sexist & offensive
 Company response highlights role of
stereotypes in ads
(Advertising Standards Association of Ireland).

7. Female Genderisation
 Female Stereotypes – falls into 8
categories
 Traditional,
Decorative, Non-Traditional and
Neutral Roles
(Plakoyiannaki et al 2008)
 Unethical
Advertising – Traditional /
Decorative
 Sexist Coffee Ad

8. Female Genderisation
 Growing or Slowing?
 Research shows it is moving to online
channels
 70% ads linked women to sexist roles
18% - traditional roles (2.8 dependant, 15%
housewives)
(Plakoyiannaki et al. 2008)

9. Dove Campaign for Real Beauty
 Launched in 2004
 Reason:
 Tochallenge beauty stereotypes and invite
women into discussion on real beauty
(Belch and Belch 2007)

10. Dove Campaign for Real Beauty
 June 2005 – 2nd phase of Campaign
(Belch and Belch 2007)

11. Agenda
 Introduction
 Advertising Ethics
 Genderisation – Emer K
 Sexual Appeal – Eimear
 Advertising to Children - David
 Stereotyping the Elderly - Conor
 Racism - Conor
 Subvertising
- Niamh
 The Blogosphere – Laureen
 Conclusion

12. Sexual Appeals in Advertising
 “The advertising appeals that have
received the most criticism for being in
poor taste are those using sexual appeals
and/or nudity.”
(Belch and Belch, 2007)
Sex In Advertising

13. Behaviourism and Conditioning
Ivan Petrovich Pavlov Pavlovs Dogs
•Carried out test where he would ring a bell then feed dogs
•Eventually the dogs associated the bell with feeding
•Over time, even without being fed dogs would associate the bell with being
fed
•The dogs became conditioned and were reacting to a situation rather then
using Critical Thinking
John Watson Baby Albert
•John Watson wanted to see if you could condition humans
•Showed baby white rat (stimuli one) at first Albert did not respond but when shown the rat
accompanied with a loud noise (stimuli 2), Albert began to cry and draw away from the rat
•After several pairings of the two stimuli Albert was shown the rat without the loud noise
however he appeared distressed as the original neutral stimulus (now conditioned) with the
loud noise (unconditioned stimulus) and was producing the fearful or emotional response
•Watson moved from psychology to advertising

14. Conditioning
Girl in Emotional
Bikini association
Beer and Girl
(http://www.youtube.com/watch?v=Al9GJifHC9s )

15. Sexual & Emotional Transfer To
Products

16. Attitudes Towards Sex In Advertising
– Men V’s Women
Carls Jr. - American Fast Food Restaurant
(Belch and Belch, 2007)

17. Males In Advertising
•Males don't live in a world where there bodies are routinely scrutinised
•Males are more worried about living up to stereotypes:
•Act tough
•Compete at all costs
•Hide their emotions

18. American Apparel – Online, Print
and TV Advertising
 Website: American Apparel
 Print:
•T.V: American Apparel - TV Commercial

19. What Do You Think,
Has It Gone Too Far???

20. In Ireland
 Hunky Dory’s Ad
 Year – 2005
 About 60 complaints
lodged with
Advertising Standards
Authority for Ireland
(ASAI)
 Described as
“degrading to women,
displaying them as
commodities and sex
objects”

21. Implications: Negative Social Effects
1.Sets the unattainable image of the
“ideal” women
2. Increase in violence against women
3. Promotes the sexualisation of
children
4. Implies that women need to have
men in order to be happy
5. Trivialisation of sex, pornography
has become main stream

22. Advertisers Fight Back....
1. “Need to use it to get noticed”
2. Double standards that exist for
advertisers V’s editorial television
programmes... Ie Sex and the City

23. Agenda
 Introduction
 Advertising Ethics
 Genderisation – Emer K
 Sexual Appeal – Eimear
 Advertising to Children - David
 Stereotyping the Elderly - Conor
 Racism - Conor
 Subvertising
- Niamh
 The Blogosphere – Laureen
 Conclusion

24. So what are the facts?

25. Background on topic:
Consuming Kids: The Commercialization of
Childhood (Trailer)
Media Education Foundation

26. 3 aspects of advertising and
children:
1. Use of children in ads
 Children nowadays have a huge say in
purchases by parents, including...
 Everyday household products
 Also expensive household products such as cars
and computers

27. 2. Advertising children's products to
parents
 Designed to influence parents purchasing
through different techniques;
 Induce guilt/fear
 Exploit over-protective/health-paranoid
parents
 E.g. Cow and Gate, and Actimel

28. 3. Advertising to children
 McNeal (1992) proposes that a child’s
behaviour can be affected by advertising
in three ways;
i. Behaviour toward product
ii. Behaviour towards their parent
iii. Peer influence

29. Pester Power
Defined as “the repetitive asking/requests
for a specific item and/or service”
‘NagFactor’
Simpsons pester power
2 types
Persistent
nagging
Importance nagging
Pester Power Vs Peer Power

30. Areas of debate
a) Economic
Growth of the next generation of consumers
 Necessary to advertise to children maintain the cycle of
consumer expenditure which economic health relies upon
 Is it socially responsible to put the capitalist systems
need for future expenditure ahead of children’s
vulnerability?
 Responsibility to shareholders vs. responsibility to society
(Preston, 2005)
Children's TV stations rely on their advertisement
revenue
“Advertising to children remains an economic
necessity in need of adjustment and regulation”
(Preston, 2004)

31. b) Cognitive development

32. Children's ability to distinguish between programmes
(Lawlor and Prothero, 2002) and advertisements
Authors Respondents age Ability to
distinguish
Wartella and Ettema Under 3 Yes
(1974)
Rubin (1974) 2-7 No
Batter et al (1981) 4-5 Yes
Gaines and 5+ Yes
Esserman (1981)
Levin et al (1982) Under 5 Yes
Young (1990) 5-7 No
Kunkel and Roberts Under 5 No
(1991)
Hansen (1997) 5-7 Difficulties
Preston (2000) 5+ Yes

33. Children’s knowledge and understanding of
advertisements [5 facets]
(Macklin and Carlson, 1999)
1. Distinguishing advertisements from
programs
2. Understanding advertisements
persuasive intent
3. Recognising bias and deception in
advertisements
4. Using cognitive defences against
advertisement
5. Knowledge of advertising tactics and
appeals

34. c) Regulations and codes
USA – very little regulations (FTC,
FCC, CARU), although they are
trying to introduce more.
UK – use of film/TV characters
banned from food ads, and junk
food ads banned during kids
programming
Eu – Sweden ban all advertising
to under 12’s, while Greece ban
toy advertisements before 10pm

35. Most common advertisements directed at
children
1. Food
 Over half of ads shown during children's TV are for
food products (Preston, 2004)
 Young (2003) claims that there is a direct
correlation between food advertising to kids and
unhealthy eating habits

36. ‘Food for Thought: Television food advertising to
children in the United States’ (2007)

37. Health Issues
Obesity

38. 2. Toys
 Toy advertising evolution
 Linked to fast-food ads
 Linked to cartoon programs
 Study shows kids who watch less TV have
less demand for toy products (Robinson et
al, 2001)
 Predominantly gender-related
 Boys Action man
 Girls Barbie
 Christmas is coming.....

39. Immersive advertisement
Not just television anymore
Children are surrounded by a world of
advertising
 Macro audience for all advertising
Internet
Interactiveadvertising
Hard to control and regulate
No watershed, no censorship!
•Product placement
•Video games
•Advertising in schools

40. Advertising in schools example:
(http://www.boingboing.net/2008/01/19/florida-
school-board.html)

41. Agenda
 Introduction
 Advertising Ethics
 Genderisation – Emer K
 Sexual Appeal – Eimear
 Advertising to Children - David
 Stereotyping the Elderly - Conor
 Racism - Conor
 Subvertising
- Niamh
 The Blogosphere – Laureen
 Conclusion

42. Stereotyping In Advertising
Ageism

43. Ageism
 In recent years, advertising industry has been
criticised for neglecting older consumers
 Old age has been seen as “undesirable” and so
younger people have been used and targeted
through advertising.
 Elderly are either portrayed negatively or not
portrayed at all.
 If run, ads usually convey stereotype
 Several reasons (Thomas and Wolfe 1995):
 Age of advertising staff
 Eagerness to use young characters

44. Specsavers Opticians
2 adverts that have caused controversy
 Older couple and the roller-coaster
 Farmer sheering his sheep-dog
 http://www.youtube.com/watch?v=w9J_q2OUz

45. Christmas Campaign
 Ad was run prior to Christmas 2007 to
highlight new range of phones.
 Scene shows a Christmas party with
guests being met at the door.
 Hosts check each present using an x-ray
machine before guest is allowed to party.
 Granny, of course, is asked to leave as
her present is inferior

46. Meteor Controversy
 The ad had only been aired for a number of days before
the ASAI were receiving numerous complaints
 Ad was pulled as it was seen to cause offence to the
elderly
 http://www.youtube.com/watch?v=yJHglcAaVxo

47. Ageism
 “unless they are talking about funeral
plans or bus passes, only a very small
proportion are directed at older people”.
(Long 1998)
 Belief among marketing and advertising
peers that elderly people do not want to
see old people in advertising
 27% of American spend on FMCGs is by
over 50’s

48. Using Ageism Effectively
 Several Companies have used older people in
adverts effectively
 Coca Cola
 Used elderly people in a positive light to show that
they too can have a great life
 IRN BRU
 Use of old woman robbing the shop
 http://www.youtube.com/watch?v=pdDhW9Lwepc

49. Agenda
 Introduction
 Advertising Ethics
 Genderisation – Emer K
 Sexual Appeal – Eimear
 Advertising to Children - David
 Stereotyping the Elderly - Conor
 Racism - Conor
 Subvertising
- Niamh
 The Blogosphere – Laureen
 Conclusion

50. Stereotyping in Advertising
Racism

51. Racism in Advertising
 Racism in advertising can be seen back
as far as the early 1900s
 Advancements in Printing Techniques led
to Advertising Boom at the turn of the
century
 Stereotyping began to creep in
(Takezawa, Yasuko, “Racial Boundaries
and Stereotypes: An Analysis of American
Advertising”)

52. First Signs of Stereotyping
 Cream of Wheat
 Rastus the Chef
 Coca Cola
 Waiter was portrayed as a young black boy
 At the time, only 20% of waiter roles were
filled by black people

53. Fisk 1925

54. Modern Advertising
 Racial Advertising has continued to exist into
today’s society
 Many examples of advertisers pushing the
boundaries
 Italian Coloreria Ad:
 http://www.youtube.com/watch?v=T_Xrg0baPK0
 Sony Japanese Ad
 http://www.youtube.com/watch?v=93KrnZ0UJQk

55. Advertising to Different Ethnic
Groups
 Many companies are now seeing the need
not to neglect certain groups, and are
looking for ways to advertise to everybody
 Head and Shoulders was one such
company who aim their product at different
groups.
 Troy Polamalu,
Pittsburgh Steelers

56. Racist Advertising
 Racistadvertising has never been as big a
problem here in Europe as it has been in
America in the past.
 Things beginning to change in America
 1987: 11% of characters African American
 1995: 17% of all ads contained African
Americans in Leading Roles

57. Agenda
 Introduction
 Advertising Ethics
 Genderisation – Emer K
 Sexual Appeal – Eimear
 Advertising to Children - David
 Stereotyping the Elderly - Conor
 Racism - Conor
 Subvertising - Niamh
 Blogospheres – Laureen
 Conclusion

58. SUBVERTISING
Subvertising - defined through samples

59. SUBVERTISNG
 Subvertising refers to the practice of
making spoofs or parodies of corporate
and political advertisements
 memehack or social hacking - is altering
a meme to express a point of view
 Memes are condensed images that
stimulate visual, verbal, musical, or
behavioral associations
 culture jamming - is the practice of
critiquing mass media messages and
their influence on culture by subverting
their messages through artistic satire.

60. SUBVERTISING
 Subvertising is not a new idea
 BillboardLiberation Front
started in San Francisco in 1977
 Battlebetween advertisers and
subvertisers has intensified -
the internet and the current
CRAZE for viral marketing

61. SUBVERTISING - is an attempt to turn the
iconography of the advertisers into a noose
around their neck!
McDonalds Prayer

62. Oliviero Toscani for Benetton
 Toscani had spent over two years taking photos
of prisoners on "Death Row
 Thecampaign dealt with tough political issues
such as the death penalty, Aids and racially and
ethnically charged photos.
 However, on this occasion, there was a dramatic
adverse reaction by a number of people which
ultimately led to significant protests

63. Oliviero
Toscani
Looking Death in
the Face

65. SUBVERTISING
 Sohow does Subvertising continue to have an impact,
when the advertising agencies co-opt the tactics that
have been used against them?
Dove - Beauty Pressure Dove - Greenpeace

66.  Its a detournement, an inversion designed to make
us forget consumerism and consider instead social
and/or political issues.
 Subvertisements are an excellent means of turning
the commercial world around you upside down,
make humorous or critical commentaries on
consumer society, or even get rid of ads altogether.
 Subvertising can sneak up on you, Entertain you,
And possibly lead to premature enlightenment.

67. “The world is a dangerous place
to live, not because of the
people who are evil, but
because of the people who
don’t do anything about it”.
Albert Einstein

68. Agenda
 Introduction
 Advertising Ethics
 Genderisation – Emer K
 Sexual Appeal – Eimear
 Advertising to Children - David
 Stereotyping the Elderly - Conor
 Racism - Conor
 Subvertising
- Niamh
 Blogospheres – Laureen
 Conclusion

69. The Impact of the Web

70. The Blogosphere

71. The Power of the Blogo

72. Characteristics of a Blog
 Reverse chronological order
 Date-stamped entries
 Links
 Ability to retrieve old content
 RSS or XML feed
 Passion

73. Opinion Leaders
 “Diffusion of Innovation Theory”
 Reflects the opinions of the masses
 Spread their word down to the masses
 Helps understand the blogosphere

74. Top 5 Blogs
1. TMZ.com is a celebrity gossip and news website, the
result of a collaboration between AOL and Telepictures
Productions, a division of Warner Bros
2. Gizmodo is a popular technology weblog about
consumer electronics.
3. Perez Hilton is known for posts covering gossip items
about musicians, actors and celebrities.
4. Engadget is a popular, award-winning multilingual
technology weblog and podcast about consumer
electronics
5. Boing Boing is a publishing entity, first established as a
magazine, later becoming a group blog

75. Reactive Approach
 Monitor blog activity
 The web doesn’t “just goes away”
 Respond ASAP
 Respond with a strategic post
 Ask friends to help
 Don’t go for a perfect score
 Pros
 Protection against future attacks
http://ask.officelive.com/smallbusiness/wiki/articles/8-tips-for-countering-a-blog-attack-on-your-
business.aspx

76. Proactive Approach
 Blog appearance
 Service recovery process
 Develop a major incident database
 Create a customer advisory board
 Customers input has influenced improvement
 Positive testimonials on web site
http://www.catalyticmanagement.com/newsletters/neutralizing-negative-blogs.php

77. Blogger SweatShop

78. Thank You
Any Questions?

79. References
 Belch, G. and Belch, M. 2007, Advertising and Promotion: An
Integrated Marketing Communications Perspective. {Chp 22 pg 715-
735} 7th ed. Boston:McGraw-Hill Irwin.
 Plakoyiannaki, E. Mathioudaki, K. Dimitratos, P. Zotos, Y. Nov 2008
Images of Women in Online Advertisments of Global Products:
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 Advertising Standards Association of Ireland:
http://www.asai.ie/complaint_view.asp?CID=646&BID=31
[Accessed 18th Nov 2009]

80. References
 (Belch and Belch, Advertising and Promotion Through
Communications, “Evaluation the Social , Ethical and Economic
Aspects of Advertising and Promotion”, {Chapter 22, pg 723},
Boston: McGraw-Hill Irwin, 7th Edition 2007)
 About.Com Psychology, “How Ivan Pavlov Discovered
Classical Conditioning”, Kendra Van Wagner (Accessed Nov
2009)
http://psychology.about.com/od/classicalconditioning/a/pavlovs-dogs
 Classics In The History of Psychology “CONDITIONED
EMOTIONAL REACTIONS”, John B. Watson and Rosalie
Rayner(1920) (Accessed Nov 2009)
http://psychclassics.yorku.ca/Watson/emotion.htm
 Wikipedia, “Little Albert Experiment) (Accessed Nov 2009)
http://en.wikipedia.org/wiki/Little_Albert_experiment
 (Belch and Belch, Advertising and Promotion Through
Communications, “Evaluation the Social , Ethical and Economic
Aspects of Advertising and Promotion”, {Chapter 22, page pg 725},
Boston: McGraw-Hill Irwin, 7th Edition 2007)

81. References
 Wikipedia, “Opie and Anthony” (Accessed Nov 2009)
http://en.wikipedia.org/wiki/Opie_and_Anthony#Sex_for_Sam
 American Apparel, Models of American Apparel, (Accessed Nov
2009)
http://americanapparel.net/gallery/photocollections/models/index.ht
ml
 Indapendent.ie “Racy adverts for crisps not hunky dory with
watchdog”, Shane Hickey (Accessed Nov 2009)
http://www.independent.ie/national-news/racy-adverts-for-
crisps-not-hunky-dory-with-watchdog-227021.html
Youtube:
http://www.youtube.com/watch?v=Al9GJifHC9s
http://www.youtube.com/watch?v=nCsSpmWSBoU
http://www.youtube.com/watch?
v=svpMan9cWyo&feature=PlayList&p=AFABCDC996E90362&playn
ext=1&paynext_from=PL&index=2
http://www.youtube.com/watch?
v=ZrVGGCeh9yk&feature=PlayList&p=AFABCDC996E90362&index

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86. References
 Advertising Standards Authority of Ireland
www.asai.ie (23 Nov 2009)
 Advertising Standards Authority (UK)
www.asa.org.uk (23 Nov 2009)
 Meteor Mobile
www.meteor.ie (20 Nov 2009)
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