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Possible Discussion Topics

Articles pertaining to the following discussion topics can be found in advanced search, as well as in the aef.com journal, Advertising & Society Review and ADText.

BRANDING
A brand is the personality that identifies a product, service or company and how it relates to its consumers. Includes discussion of brand awareness and identity, and re-branding through case study examples.
Related Links:
AEF Book Excerpts

ADText: The Management of Brands

CHILDREN'S ADVERTISING
An analysis of the sensitive issue of advertising to children, ncompassing existing regulation, legislation and the Children's Advertising Review Unit (CARU). Includes new guidelines for interactive media and trends in marketing children's products.
Related Links:
Better Business Bureau Advertising Review Programs (The Children's Advertising Review Unit)

AEF 2005 Symposium: Advertising Industry's Commitment to Social Responsibility and Children's Health and Wellness
ADText: Children and Advertising

CULTURAL DIVERSITY
Addresses background, growth and importance of ethnic minorities in the U.S. with emphasis on advertising to African-Americans, Hispanics and Asian-Americans. Includes trend data and video examples of advertising to different market segments.
Related Links:
AEF 2010 Symposium: Advertising and the Asian American Community (AEF)
AEF 2006 Symposium: Multiculturalism in the Marketplace (AEF)
ANA Multicultural Excellence Awards (AEF)

Asian American Advertising Federation (3AF) Creative Campaign Winners (AEF)
aef.com Diversity Showcase (AEF)

ETHICS
Addresses issues surrounding the advertising industry. They include discussion about various ethical concerns, including: misleading advertising, manipulation versus persuasion, creating demand for things people don't need, advertising to children, advertising products considered harmful, etc. with video examples. Also includes discussion about the industry's regulatory controls.
Related Links:
Ethics in Advertising article (AEF)
Advertising Self-Regulatory Council

FREE SPEECH
The First Amendment and its relationship to commercial free speech with emphasis on alcohol and tobacco advertising including a review of recent court rulings. A tax on advertising as well as its projected effects on the economy and the advertising industry.
Related Links:
AEF Presentation

GENDER PORTRAYALS
This lively topic examines the changing roles of women and men as reflected in advertising over the past 20 years. Includes current research highlights about how traditional roles for men and women have shifted both in and out of home, i.e., shopping, cooking, parenting, etc. Video examples (including some older commercials) are available to illustrate how advertising has mirrored gender images over the years.
Related Links:
AEF 2003 Symposium: Women in Advertising
AEF 2004 Symposium: The New Femininity
ADText: Representations of Masculinity and Femininity in Advertising

GLOBAL
Discussion of historical background leading to growth of global advertising, including elements that comprise a good global advertising campaign using current case examples. Also includes current commercial examples from various countries with discussion illustrating advertising that is global and translates across countries and examples of commercials that do not.
Related Links:
The Borderless Brand (AEF Speaker Presentation)
ADText: Global Advertising; Advertising in China; Advertising in Brazil; Advertising in India

INTERACTIVE ADVERTISING
An overview of advertising on the Internet; advertising spending for major advertisers; advantages and disadvantages of Web advertising. Includes the industry position on the role of advertising in this growing medium.
Related Links:
Social Networking Speaker Presentation (AEF)
Internet Advertising Bureau (Home)

PERSUASION
Addresses strategic elements that comprise strong advertising. Illustrated with mini case histories of several current successful campaigns, including visuals. Each campaign uses a different technique (humor, emotion, etc.) and shows the persuasive power of advertising.
Related Links:
AEF Persuasion Presentation (AEF)

PUBLIC SERVICE
History of the Advertising Council, the largest pro bono organization that helps bring attention to and works to help solve national and social problems. Discussion includes the operation of the Council and the industry's input. Campaigns are discussed in terms of problem/solution results for several current campaigns, including Crime Prevention and Mentoring Children. Also includes history of the Partnership for a Drug-Free America whose mission is to reduce demand for illegal drugs through the use of hard-hitting, effective advertising. Illustrated with highlights and results from current campaigns.
Related Links:
The Advertising Council 65 Year Retrospective (AEF)
AEF Public Service Presentation (AEF)
The Partnership at Drugfree.org Case Studies (AEF)
Ad Council
The Partnership at Drugfree.org

 

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