Dimension 3

Industry Perspectives and Self-Regulation

• Self-regulation is a code of conduct for the industry to follow
• “The rules are based on the belief that advertisements should be legal, decent, honest and truthful, prepared with a sense of social responsibility to the consumer and society as a whole and with due respect to the rules of fair competition.” (www.adstandards.com)
•   https://www.youtube.com/watch?v=Gr8r-lztTeg
•  This is a series of sex in advertising through alcohol commercials
•  The advertisements are pretty risky but never show full nudity
• These actually endorse stereotypes and relate men drinking beer to sexy women
• The National Advertising Review Board has issued papers about safety and women in advertising (Rotzoll & Haefner, p 169)
• The National Advertising Division investigates the truthfulness of an ad. The advertiser can then appeal the NAD’s decisions through the NARB. All arguments are heard in front of the NARB panel before a decision is made.
•  https://www.youtube.com/watch?v=GXrT_cR8hFw
•  This advertisement was banned across the United States. I think this ad took sex sells to an entirely new level. It also objectifies women and goes along with the stereotype that old men want young women and those young women are gold-diggers.
•   Beauty is being redefined, which is a step up in self-regulating
•  The Dove Real Beauty Campaign, presented in 2004, shows real women in their bras and panties
•   http://wikicubbuster.wikispaces.com/Media-Visual+Literacy+Assignment
• According to Sheehan, research has shown that realistic portrayals can have positive results for advertisers. Objectification has been causing negative results.
• These ads have received positive feedback from men and women saying that the ads can help improve the unrealistic expectations society has for women

Sources:

Haefner, James; Rotzoll, Kim. (1996). Advertising in contemporary Society: Perspectives toward understanding. Chicago: University of Illinois.