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Controversial Television Advertising
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This paper summarizes and paraphrases three articles on controversial television advertising focusing on content ...... More...
2 Pages / 450 Words
3 sources, 11 Citations, APA Format
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Paper Abstract:
This paper summarizes and discusses three articles on controversial television advertising, focusing on content and technology of the ads. Examines the controversial virtual advertising. Looks at societal factors.

Paper Introduction:
Controversial Television Advertising As television advertising becomes more creative and unconventional incontent technology and format it is becoming increasingly controversial This paper summarizes and paraphrases three articles on the subject GregAbel in his Baltimore Business Journal article Virtual ads coming soonto a TV near you discusses a controversial television advertisingtechnology termed virtual advertising n p Abel states that The technology allows broadcasters to televise computer-generatedadvertising signs anywhere in the stadium at any size behind the action onthe field that can be seen

Text of the Paper:
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Pax Picks Preachy Promos.(cable network ad campaign). InfoTrac OneFile. (2 4). He quotes a columnist and an author who object to thetechnology and points out that declining television revenues may encourageowners to experiment with advertising (Abel, 1994, n.p.). ICA. Retrieved on January 26, 2 7 from: http://find.galegroup.com/itx/infomark.do?&contentSet=IAC- Documents&type=retrieve&tabID=T 3&prodId=ITOF&docId=A153783 9&source=g ale&srcprod=ITOF&userGroupName=santam_main&version=1. Controversial Television Advertising As television advertising becomes more creative and unconventional incontent, technology, and format, it is becoming increasingly controversial. GregAbel, in his Baltimore Business Journal article "Virtual ads: coming soonto a TV near you," discusses a controversial television advertisingtechnology termed "virtual advertising" (1994, n.p.). Keum, H., McLeod, D.M. The article describes PaxNet ads thatcontrast the network's family-friendly content with that of networktelevision. Baltimore Business Journal, 11(45), April 1. One ad, for example, shows a young girl alone in a dark roomlistening to an adult lovemaking scene, with a voice-over pointing out thatPaxNet "will be free of explicit sex" (Consoli, 1998, p. Content is another controversial aspect of television advertising. Consoli, J. MEDIAWEEK, 8(3 ), July 27, 8-17. Examining a number of societal factors, such as "religiosity,traditional/family orientation, political ideology," and "skepticism towardcommercial[s]," the authors evaluate the extent to which these relate to"intolerance of television advertising (Keum & McLeod, 2 4, n.p.). The authorspoint out that "Despite the public and policy debates over this issue,little research has been conducted on factors associated with opposition toor support for expressive rights of advertising," (Keum & McLeod, 2 4,n.p.). Understanding Intolerance for Television Commercial: The Influences of Individual Orientation and Skepticism toward Advertising. Mass Communication Division High Density Session II. In"Pax Picks Preachy Promos," John Consoli of Mediaweek highlights thecontroversial PaxNet commercials that "depict broadcast nets as purveyorsof smut and violence" (1998, p. Finally, in their article "Understanding Intolerance for TelevisionCommercial: The Influences of Individual Orientation and Skepticism towardAdvertising," Heejo Keum and Douglas McLeod address the subject on abroader level, analyzing how advertising fits with the First Amendmentright of free speech and the effect it can have on the social structure ofthe community, as in cases where "much advertising-induced misuses ofdangerous products increase social problems" (2 4, n.p.). InfoTrac OneFile. Retrieved on January 26, 2 7 from: http://convention.allacademic.com/ica2 4/view_paper_info.html?pub_id=1 594&part_id1=2816 Virtual rotatingbillboards provoked dispute, with the Baseball Network refusing to allowthem to be televised, but the creative possibilities are undeniable, as PEBPresident Brown Williams suggests, predicting that "computer-generatedsigns will eventually become an interactive part of the game, withdifferent slogans or graphics to coincide with on-field events" (Abel,1994, n.p.). Virtual ads: coming soon to a TV near you. ReferencesAbel, G. The adcampaign has met with disapproval from TV executives such as Peter Roth,president of Fox Entertainment Group, who stated, "Clearly, what [PaxNet]is trying to do is make a name for itself in as provocative a way aspossible" (Consoli, 1998, p. (1994). 8). (1998). Retrieved on January 26, 2 7 from: http://find.galegroup.com/itx/infomark.do?&contentSet=IAC- Documents&type=retrieve&tabID=T 3&prodId=ITOF&docId=A21 2 483&source=g ale&srcprod=ITOF&userGroupName=santam_main&version=1. Thomson Gale. This paper summarizes and paraphrases three articles on the subject. 8). Thomson Gale. 8). Abel states that"The technology allows broadcasters to televise computer-generatedadvertising signs anywhere in the stadium at any size behind the action onthe field" that can be seen only by those watching TV (Abel, 1994, n.p.).Abel refers to a PEB marketing video in which "a huge Visa card" isprojected on field, reaching from home plate to "halfway up the first baseline" (1994, n.p.).

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