Fall 2014 (V. 30, No. 1)

Motivating Minors: A content analysis of social motivations in advertisements targeting pre-teens

by Dr. Casey Hart
Stephen F. Austin State University

Abstract: This study is an examination of the social motivations utilized in television
advertisements targeting pre-teens. Through the methodology of content analysis, over 200 advertisements targeting children were gathered and analyzed using 18 accepted social motivations. The study examines which social motivations appear most frequently in children’s advertisements, and finds that there are different motivations used to target males, females, and unisex audiences. These findings are then discussed based on the theories of social observation learning, priming, and cultivation. The differences between motivations used to target males and females in particular are discussed through the lens of gender schema cultivation.

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London, Lyrics, & Louis Vuitton: A Cross-Cultural Content Analysis of Product Placement in Popular Music

by Clay Craig and Dr. Shannon Bichard
Coastal Carolina University, Texas Tech University

Abstract: The search for alternative forms of advertising corresponds with the proliferation of traditional advertising clutter. One method that has seen an increase in exploration is product placement. Though commonly applied to visual media, this study examines this practice in song lyrics (i.e. lyrical product placement). The current study seeks to add a cross-cultural dimension by evaluating the use of lyrical product placement in the top 100 songs from the U.S., Europe, and Japan from 2010 (N = 300). Findings indicate regional differences in lyrical product placement and thus opportunities for diversification in the use of lyrical product placement across regions.

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A Comparison of Advertising and Public Relations Students on Ethics: Attitudes and Predicted Behavior

by Drs. Jami A. Fullerton, Lori McKinnon and Alice Kendrick
Oklahoma State University, Southern Methodist University

Abstract: A comparison of attitudes between advertising students and those studying public relations revealed many similarities and some notable differences in their views about professional ethics. Both groups agreed that it was very important to work for an ethical employer, though they both also echoed public sentiment that not all advertising or public relations organizations practice high ethics. Public relations students believed more strongly in the ethicality of their profession. When faced with descriptions of six ethical workplace dilemmas, both advertising and PR students exhibited basic balance or symmetry in their reactions, rejecting five questionable behaviors as unethical and predicting they would be unlikely to partake in such activity. A scenario involving the use of environmental claims for an environmentally embattled client was embraced more by public relations students than by those studying advertising. Implications for educators and communications curricula are discussed.

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Body Modification: The Case of Tattoo Copyright

by R. Brandon Rudyk and Dr. William R. Davie
University of Louisiana at Lafayette

Abstract: This paper explores the now-dismissed case of Louisiana artist, Stephen Allen v. Electronic Arts, Inc., & Ricky Williams. This case, filed on December 31st 2012, went before the U.S. District Court for the Western District of Louisiana. No ruling was reached but the application of contradictory precedents indicates the need for clarification. Additionally, fairness requires that the 1976 Copyright Act be revised in order to allow for art that falls within a “gray” area of the artistic world. This paper argues that the 1989 Supreme Court landmark case of Community for Creative Non-Violence v. Reid demonstrates in its application of the balancing test for determining the relationship between “employee” and “work made for hire” status that athletes should be forewarned of the potential for litigation when it comes to their body artwork.

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