Step 5 Fairness in Advertising
Before starting this step, think about these questions.
a.- Which advertisements could be viewed as harmful or unfair to a group of people?
b.- Is advertising ever unfair?
c.- When can advertising actually be harmful to a group of people?
d.- Can targeting a specific demographic sometimes encourage stereotyping?
e.- When do you see stereotyping used in advertisements?
Advertising and target consumers. Is it a fair relationship?
Read the four online articles that follow, which discuss how Websites use technology to target consumers, the use of advertising in impoverished and minority neighbourhoods and how advertising can affect boys and girls. Would you now add something to your discussion?
After having read the articles, answer these questions in a document and upload it in your Drive(R):
1.- What is targeted advertising?
2.- What kind of information do marketers know about you?
3.- Why do we get the ads we get?
4.- List at least three things you can do to limit what sites know about you.
5.- What is the conclusion on the research on adverts and obese people in South Africa?
6.- Why is it so important that toys are not sexist?
7.- Which are the consequences of targeting toys by gender?
Commercials for boys, commercials for girls.
Watch these four commercials for toys. Analyse them by answering these questions.
Who is being more active (running, jumping, moving) in the ads, boys or girls?
Who is being more quiet and calm in these ads, boys or girls?
Who is playing outside more, boys or girls?
Who is playing in the house/ kitchen more, boys or girls?
Who is taking care of babies/ cooking things/ shopping, boys or girls?
Who is fixing/ building things, boys or girls?
Who is wearing pink/ blue, boys or girls?
Who is playing with weapons, boys or girls?
Who is making art, boys or girls?
Ethical consumers
Dane, Nate, Eric, Finn and Chris all play together on the same basketball team but, when it comes to buying their basketball gear and clothing in general, they all have quite different consumer habits. Read the five summaries below and rank them from the most ethical consumer [1] to the least ethical consumer [5].