Ethical advertising, subvertising and the blogosphere

Ethical Advertising, Ethical Advertising, Subvertising and the Subvertising and the

BlogosphereBlogosphereEmer KeenanEmer Keenan

Eimear MurphyEimear MurphyDavid FoxDavid Fox

Conor Quinn Conor Quinn Niamh DowneyNiamh Downey

Laureen MorrissetteLaureen Morrissette

AgendaAgenda IntroductionIntroduction Advertising EthicsAdvertising Ethics

Genderisation – Emer KGenderisation – Emer K Sexual Appeal – Eimear MSexual Appeal – Eimear M Advertising to Children - DavidAdvertising to Children - David Stereotyping the Elderly - ConorStereotyping the Elderly - Conor Racism - Racism - ConorConor

Subvertising - Subvertising - NiamhNiamh

The Blogosphere – The Blogosphere – LaureenLaureen

ConclusionConclusion

IntroductionIntroduction

Advertising & Promotion the most visible Advertising & Promotion the most visible marketing communicationsmarketing communications

Prone to ScrutinyProne to ScrutinyRegulations but not every issue is covered Regulations but not every issue is covered

– what about ethics– what about ethics(Belch and Belch 2007)(Belch and Belch 2007)


Genderisation – Emer KGenderisation – Emer K Sexual Appeal – Eimear MSexual Appeal – Eimear M Advertising to Children - DavidAdvertising to Children - David Stereotyping the Elderly - ConorStereotyping the Elderly - Conor Racism - Racism - ConorConor




GenderisationGenderisation

Does everyone know what we mean about Does everyone know what we mean about genderisation?genderisation?

Main stereotypes portrayed in Main stereotypes portrayed in advertisements…advertisements… Men -v- Women

Male GenderisationMale Genderisation

Male stereotypes do existMale stereotypes do existBreadwinners, Lazy, UnemotionalBreadwinners, Lazy, Unemotional

Oven Pride Ad - Oven Pride Ad - Male Stereotype

Seen as sexist & offensiveSeen as sexist & offensiveCompany response highlights role of Company response highlights role of

stereotypes in adsstereotypes in ads(Advertising Standards Association of Ireland).(Advertising Standards Association of Ireland).

Female GenderisationFemale Genderisation

Female Stereotypes – falls into 8 Female Stereotypes – falls into 8 categoriescategoriesTraditional, Decorative, Non-Traditional and Traditional, Decorative, Non-Traditional and

Neutral RolesNeutral Roles(Plakoyiannaki et al 2008)(Plakoyiannaki et al 2008)

Unethical Advertising – Traditional / Unethical Advertising – Traditional / DecorativeDecorativeSexist Coffee Ad

Female GenderisationFemale Genderisation

Growing or Slowing?Growing or Slowing?Research shows it is moving to online Research shows it is moving to online

channelschannels70% ads linked women to sexist roles70% ads linked women to sexist roles

18% - traditional roles (2.8 dependant, 15% 18% - traditional roles (2.8 dependant, 15% housewives)housewives)

(Plakoyiannaki et al. 2008)(Plakoyiannaki et al. 2008)

Dove Campaign for Real BeautyDove Campaign for Real Beauty

Launched in 2004Launched in 2004Reason:Reason:

To challenge beauty stereotypes and invite To challenge beauty stereotypes and invite women into discussion on real beautywomen into discussion on real beauty

(Belch and Belch 2007)(Belch and Belch 2007)

Dove Campaign for Real BeautyDove Campaign for Real Beauty

June 2005 – 2June 2005 – 2ndnd phase of Campaign phase of Campaign (Belch and Belch 2007)(Belch and Belch 2007)


Genderisation – Emer KGenderisation – Emer K Sexual Appeal – EimearSexual Appeal – Eimear Advertising to Children - DavidAdvertising to Children - David Stereotyping the Elderly - ConorStereotyping the Elderly - Conor Racism - Racism - ConorConor




Sexual Appeals in Advertising Sexual Appeals in Advertising

““The advertising appeals that have The advertising appeals that have received the most criticism for being in received the most criticism for being in poor taste are those using sexual appeals poor taste are those using sexual appeals and/or nudity.”and/or nudity.”

(Belch and Belch, 2007)(Belch and Belch, 2007)

Sex In AdvertisingSex In Advertising

Behaviourism and ConditioningBehaviourism and ConditioningIvan Petrovich Pavlov Pavlovs Dogs

•Carried out test where he would ring a bell then feed dogs •Eventually the dogs associated the bell with feeding •Over time, even without being fed dogs would associate the bell with being fed •The dogs became conditioned and were reacting to a situation rather then using Critical Thinking

John Watson Baby Albert

•John Watson wanted to see if you could condition humans •Showed baby white rat (stimuli one) at first Albert did not respond but when shown the rat accompanied with a loud noise (stimuli 2), Albert began to cry and draw away from the rat •After several pairings of the two stimuli Albert was shown the rat without the loud noise however he appeared distressed as the original neutral stimulus (now conditioned) with the loud noise (unconditioned stimulus) and was producing the fearful or emotional response •Watson moved from psychology to advertising

ConditioningConditioning

Emotional association

Girl in Bikini

Beer and Girl

(http://www.youtube.com/watch?v=Al9GJifHC9s )

Sexual & Emotional Transfer To Sexual & Emotional Transfer To ProductsProducts

Attitudes Towards Sex In Advertising Attitudes Towards Sex In Advertising – Men V’s Women– Men V’s Women

Carls Jr. - American Fast Food Restaurant

(Belch and Belch, 2007)

Males In AdvertisingMales In Advertising

•Males don't live in a world where there bodies are routinely scrutinised•Males are more worried about living up to stereotypes:

•Act tough •Compete at all costs •Hide their emotions

American Apparel – Online, Print American Apparel – Online, Print and TV Advertising and TV Advertising

Website: Website: American Apparel Print:Print:

•T.V: American Apparel - TV Commercial

What Do You Think,

Has It Gone Too Far???

In Ireland In Ireland

Hunky Dory’s Ad Year – 2005 About 60 complaints

lodged with Advertising Standards Authority for Ireland (ASAI)

Described as “degrading to women, displaying them as commodities and sex objects”

Implications: Negative Social Effects Implications: Negative Social Effects

1.Sets the unattainable image of the “ideal” women

2. Increase in violence against women

3. Promotes the sexualisation of children

4. Implies that women need to have men in order to be happy

5. Trivialisation of sex, pornography has become main stream

Advertisers Fight Back.... Advertisers Fight Back....

1.1. ““Need to use it to get noticed”Need to use it to get noticed”

2.2. Double standards that exist for Double standards that exist for advertisers V’s editorial television advertisers V’s editorial television programmes... Ie Sex and the City programmes... Ie Sex and the City


Genderisation – Emer KGenderisation – Emer K Sexual Appeal – Eimear Sexual Appeal – Eimear Advertising to Children - DavidAdvertising to Children - David Stereotyping the Elderly - ConorStereotyping the Elderly - Conor Racism - Racism - ConorConor




So what are the facts?So what are the facts?

Background on topic:Background on topic:

Consuming Kids: The Commercialization of Consuming Kids: The Commercialization of Childhood (Trailer)Childhood (Trailer)

Media Education FoundationMedia Education Foundation

3 aspects of advertising and 3 aspects of advertising and children:children:

1.1. Use of children in adsUse of children in ads Children nowadays have a huge say in Children nowadays have a huge say in

purchases by parents, including...purchases by parents, including... Everyday household productsEveryday household products

Also expensive household products such as cars Also expensive household products such as cars and computersand computers

2.2. Advertising children's products to Advertising children's products to parentsparents

Designed to influence parents purchasing Designed to influence parents purchasing through different techniques;through different techniques;

Induce guilt/fearInduce guilt/fear Exploit over-protective/health-paranoid Exploit over-protective/health-paranoid

parentsparents E.g. Cow and Gate, and ActimelE.g. Cow and Gate, and Actimel

3.3. Advertising to childrenAdvertising to children

McNeal (1992) proposes that a child’s McNeal (1992) proposes that a child’s behaviour can be affected by advertising behaviour can be affected by advertising in three ways;in three ways;

i.i. Behaviour toward productBehaviour toward product

ii.ii. Behaviour towards their parentBehaviour towards their parent

iii.iii. Peer influencePeer influence

Pester PowerPester Power

Defined as “the repetitive asking/requests Defined as “the repetitive asking/requests for a specific item and/or service”for a specific item and/or service”‘‘Nag Factor’Nag Factor’Simpsons pester powerSimpsons pester power

2 types2 typesPersistent naggingPersistent naggingImportance naggingImportance nagging

Pester Power Vs Peer PowerPester Power Vs Peer Power

Areas of debateAreas of debate

a)a) EconomicEconomicGrowth of the next generation of consumersGrowth of the next generation of consumers

Necessary to advertise to children maintain the cycle of Necessary to advertise to children maintain the cycle of consumer expenditure which economic health relies uponconsumer expenditure which economic health relies upon

Is it socially responsible to put the capitalist systems Is it socially responsible to put the capitalist systems need for future expenditure ahead of children’s need for future expenditure ahead of children’s vulnerability?vulnerability?

Responsibility to shareholders vs. responsibility to society Responsibility to shareholders vs. responsibility to society (Preston, 2005)(Preston, 2005)

Children's TV stations rely on their advertisement Children's TV stations rely on their advertisement revenuerevenue

““Advertising to children remains an economic Advertising to children remains an economic necessity in need of adjustment and regulation” necessity in need of adjustment and regulation” (Preston, 2004)(Preston, 2004)

b)b) Cognitive developmentCognitive development

Children's ability to distinguish between programmes Children's ability to distinguish between programmes and advertisementsand advertisements

AuthorsAuthors RespondentsRespondents ageage Ability to Ability to distinguishdistinguish

Wartella and Ettema Wartella and Ettema (1974)(1974)

Under 3Under 3 YesYes

Rubin (1974)Rubin (1974) 2-7 2-7 NoNo

Batter et al (1981)Batter et al (1981) 4-54-5 YesYes

Gaines and Gaines and Esserman (1981)Esserman (1981)

5+5+ YesYes

Levin et al (1982)Levin et al (1982) Under 5Under 5 YesYes

Young (1990)Young (1990) 5-75-7 NoNo

Kunkel and Roberts Kunkel and Roberts (1991)(1991)

Under 5Under 5 NoNo

Hansen (1997)Hansen (1997) 5-75-7 DifficultiesDifficulties

Preston (2000)Preston (2000) 5+5+ YesYes

(Lawlor and Prothero, 2002)

Children’s knowledge and understanding of Children’s knowledge and understanding of advertisements [5 facets]advertisements [5 facets]

1.1. Distinguishing advertisements from programsDistinguishing advertisements from programs

2.2. Understanding advertisements persuasive intentUnderstanding advertisements persuasive intent

3.3. Recognising bias and deception in advertisementsRecognising bias and deception in advertisements

4.4. Using cognitive defences against advertisementUsing cognitive defences against advertisement

5.5. Knowledge of advertising tactics and appealsKnowledge of advertising tactics and appeals

(Macklin and Carlson, 1999)(Macklin and Carlson, 1999)

(Macklin and Carlson, 1999)

c)c) Regulations and codesRegulations and codes

USA – very little regulations (FTC, FCC, CARU), although they are trying to introduce more.

UK – use of film/TV characters banned from food ads, and junk food ads banned during kids programmingEu – Sweden ban all advertising to under 12’s, while Greece ban toy advertisements before 10pm

Most common advertisements directed at Most common advertisements directed at childrenchildren

1.1. FoodFood Over half of ads shown during children's TV are for Over half of ads shown during children's TV are for

food products (Preston, 2004)food products (Preston, 2004) Young (2003) claims that there is a direct Young (2003) claims that there is a direct

correlation between food advertising to kids and correlation between food advertising to kids and unhealthy eating habitsunhealthy eating habits

‘‘Food for Thought: Television food advertising to Food for Thought: Television food advertising to children in the United States’ (2007)children in the United States’ (2007)

Health IssuesHealth Issues

Obesity

2.2. ToysToys

Toy advertising evolutionToy advertising evolution Linked to fast-food adsLinked to fast-food ads Linked to cartoon programsLinked to cartoon programs

Study shows kids who watch less TV have less Study shows kids who watch less TV have less demand for toy products (Robinson et al, 2001)demand for toy products (Robinson et al, 2001)

Predominantly gender-relatedPredominantly gender-related Boys Boys Action manAction man GirlsGirls BarbieBarbie

Christmas is coming.....Christmas is coming.....

Immersive advertisementImmersive advertisementNot just television anymoreNot just television anymore

Children are surrounded by a world of Children are surrounded by a world of advertisingadvertising

Macro audience for all advertisingMacro audience for all advertising

InternetInternetInteractive advertisingInteractive advertisingHard to control and regulateHard to control and regulateNo watershed, no censorship!No watershed, no censorship!

•Product placement•Video games•Advertising in schools

Advertising in schools example:Advertising in schools example:

(http://www.boingboing.net/2008/01/19/florida-school-board.html)

Stereotyping In AdvertisingStereotyping In AdvertisingAgeismAgeism

AgeismAgeism In recent years, advertising industry has been In recent years, advertising industry has been

criticised for neglecting older consumerscriticised for neglecting older consumers Old age has been seen as “Old age has been seen as “undesirableundesirable” and so ” and so

younger people have been used and targeted younger people have been used and targeted through advertising.through advertising.

Elderly are either portrayed negatively or not Elderly are either portrayed negatively or not portrayed at all.portrayed at all.

If run, ads usually convey stereotypeIf run, ads usually convey stereotype Several reasons (Thomas and Wolfe 1995):Several reasons (Thomas and Wolfe 1995):

Age of advertising staffAge of advertising staff Eagerness to use young charactersEagerness to use young characters

Specsavers OpticiansSpecsavers Opticians

2 adverts that have caused controversy2 adverts that have caused controversyOlder couple and the roller-coasterOlder couple and the roller-coasterFarmer sheering his sheep-dogFarmer sheering his sheep-doghttp://www.youtube.com/watch?v=w9J_q2

OUzis

Christmas CampaignChristmas Campaign

Ad was run prior to Christmas 2007 to Ad was run prior to Christmas 2007 to highlight new range of phones.highlight new range of phones.

Scene shows a Christmas party with Scene shows a Christmas party with guests being met at the door.guests being met at the door.

Hosts check each present using an x-ray Hosts check each present using an x-ray machine before guest is allowed to party.machine before guest is allowed to party.

Granny, of course, is asked to leave as Granny, of course, is asked to leave as her present is inferiorher present is inferior

MeteorMeteor ControversyControversy

The ad had only been aired for a number of days before The ad had only been aired for a number of days before the ASAI were receiving numerous complaintsthe ASAI were receiving numerous complaints

Ad was pulled as it was seen to cause offence to the Ad was pulled as it was seen to cause offence to the elderlyelderly

http://www.youtube.com/watch?v=yJHglcAaVxo

AgeismAgeism

““unless they are talking about funeral unless they are talking about funeral plans or bus passes, only a very small plans or bus passes, only a very small proportion are directed at older people”. proportion are directed at older people”. (Long 1998)(Long 1998)

Belief among marketing and advertising Belief among marketing and advertising peers that elderly people do not want to peers that elderly people do not want to see old people in advertisingsee old people in advertising

27%27% of American spend on FMCGs is by of American spend on FMCGs is by over 50’sover 50’s

Using Ageism EffectivelyUsing Ageism Effectively

Several Companies have used older people in Several Companies have used older people in adverts effectivelyadverts effectively

Coca ColaCoca Cola Used elderly people in a positive light to show that Used elderly people in a positive light to show that

they too can have a great lifethey too can have a great life

IRN BRUIRN BRU Use of old woman robbing the shopUse of old woman robbing the shop

http://www.youtube.com/watch?v=pdDhW9Lwepc

Stereotyping in AdvertisingStereotyping in Advertising

RacismRacism

Racism in AdvertisingRacism in Advertising

Racism in advertising can be seen back as Racism in advertising can be seen back as far as the early 1900sfar as the early 1900s

Advancements in Printing Techniques led Advancements in Printing Techniques led to Advertising Boom at the turn of the to Advertising Boom at the turn of the centurycentury

Stereotyping began to creep inStereotyping began to creep in

(Takezawa, Yasuko, “Racial Boundaries and Stereotypes: An Analysis of American Advertising”)

First Signs of StereotypingFirst Signs of Stereotyping

Cream of WheatCream of WheatRastus the ChefRastus the Chef

Coca ColaCoca ColaWaiter was portrayed as a young black boyWaiter was portrayed as a young black boyAt the time, only 20% of waiter roles were At the time, only 20% of waiter roles were

filled by black peoplefilled by black people

Fisk 1925Fisk 1925

Modern AdvertisingModern Advertising

Racial Advertising has continued to exist into Racial Advertising has continued to exist into today’s societytoday’s society

Many examples of advertisers pushing the Many examples of advertisers pushing the boundariesboundaries

Italian Italian ColoreriaColoreria Ad: Ad: http://www.youtube.com/watch?v=T_Xrg0baPK0

SonySony Japanese Ad Japanese Ad http://www.youtube.com/watch?v=93KrnZ0UJQk

Advertising to Different Ethnic Advertising to Different Ethnic GroupsGroups

Many companies are now seeing the need Many companies are now seeing the need not to neglect certain groups, and are not to neglect certain groups, and are looking for ways to advertise to everybodylooking for ways to advertise to everybody

Head and Shoulders was one such Head and Shoulders was one such company who aim their product at different company who aim their product at different groups. groups.

Troy Polamalu,Troy Polamalu,

Pittsburgh SteelersPittsburgh Steelers

Racist AdvertisingRacist Advertising

Racist advertising has never been as big a Racist advertising has never been as big a problem here in Europe as it has been in problem here in Europe as it has been in America in the past.America in the past.

Things beginning to change in AmericaThings beginning to change in America1987:1987: 11%11% of characters African American of characters African American19951995: : 17%17% of all ads contained African of all ads contained African

Americans in Leading RolesAmericans in Leading Roles




Blogospheres – Blogospheres – LaureenLaureen


SUBVERTISINGSUBVERTISING

Subvertising - defined through samples

SubvertisingSubvertising refers to the practice of refers to the practice of making making spoofsspoofs or or parodiesparodies of corporate of corporate and political advertisementsand political advertisements

meme hack or social hacking - meme hack or social hacking - is altering is altering a meme to express a point of view a meme to express a point of view

MMemesemes are condensed images that are condensed images that stimulate visual, verbal, musical, or stimulate visual, verbal, musical, or behavioral associationsbehavioral associations

culture jamming - culture jamming - is the practice of is the practice of critiquing mass media messages and critiquing mass media messages and their influence on culture by subverting their influence on culture by subverting their messages through artistic satire.their messages through artistic satire.

SUBVERTISNG

SUBVERTISINGSUBVERTISINGSubvertisingSubvertising is not a new idea is not a new idea

Billboard Liberation Front Billboard Liberation Front started in San Francisco in 1977started in San Francisco in 1977

Battle between advertisers and Battle between advertisers and subvertisers has intensified - subvertisers has intensified - the internetthe internet and the current and the current CRAZECRAZE for for viral marketingviral marketing

SUBVERTISING - is an attempt to turn the iconography of the advertisers into a noose around their neck!

McDonalds Prayer

Oliviero Toscani for Benetton

Toscani had spent over two years taking photos Toscani had spent over two years taking photos of prisoners on "Death Rowof prisoners on "Death Row

The campaign dealt with tough political issues The campaign dealt with tough political issues such as the death penalty, Aids and racially and such as the death penalty, Aids and racially and ethnically charged photos.ethnically charged photos.

However, on this occasion, there was a dramatic However, on this occasion, there was a dramatic adverse reaction by a number of people which adverse reaction by a number of people which ultimately led to significant protestsultimately led to significant protests

Oliviero Toscani Looking Death in the Face

SUBVERTISINGSUBVERTISING

So how does Subvertising continue to have an impact, So how does Subvertising continue to have an impact, when the advertising agencies co-opt the tactics that when the advertising agencies co-opt the tactics that have been used against them?have been used against them?

Dove - Beauty Pressure Dove - Greenpeace

Its a detournement, an inversion designed to make Its a detournement, an inversion designed to make us forget consumerism and consider instead social us forget consumerism and consider instead social and/or political issues. and/or political issues.

Subvertisements are an excellent means of turning Subvertisements are an excellent means of turning the commercial world around you upside down, the commercial world around you upside down, make humorous or critical commentaries on make humorous or critical commentaries on consumer society, or even get rid of ads altogether. consumer society, or even get rid of ads altogether.

Subvertising can sneak up on you, Entertain you, Subvertising can sneak up on you, Entertain you, And possibly lead to premature enlightenment. And possibly lead to premature enlightenment.

““The world is a dangerous place The world is a dangerous place to live, not because of the to live, not because of the people who are evil, but people who are evil, but

because of the people who because of the people who don’t do anything about it”.don’t do anything about it”.

Albert EinsteinAlbert Einstein




Blogospheres – Blogospheres – LaureenLaureen


The Impact of the WebThe Impact of the Web

The BlogosphereThe Blogosphere

The Power of the Blogosphere

Characteristics of a BlogCharacteristics of a Blog

Reverse chronological orderReverse chronological orderDate-stamped entriesDate-stamped entriesLinks Links Ability to retrieve old contentAbility to retrieve old contentRSS or XML feedRSS or XML feedPassionPassion

Opinion LeadersOpinion Leaders

““Diffusion of Innovation Theory”Diffusion of Innovation Theory”Reflects the opinions of the massesReflects the opinions of the massesSpread their word down to the massesSpread their word down to the massesHelps understand the blogosphereHelps understand the blogosphere

1. TMZ.com is a celebrity gossip and news website, the result of a collaboration between AOL and Telepictures Productions, a division of Warner Bros

2. Gizmodo is a popular technology weblog about consumer electronics.

3. Perez Hilton is known for posts covering gossip items about musicians, actors and celebrities.

4. Engadget is a popular, award-winning multilingual technology weblog and podcast about consumer electronics

5. Boing Boing is a publishing entity, first established as a magazine, later becoming a group blog

Top 5 Blogs

Reactive ApproachReactive Approach

Monitor blog activityMonitor blog activity The web doesn’t “just goes away”The web doesn’t “just goes away” Respond ASAPRespond ASAP Respond with a strategic postRespond with a strategic post Ask friends to helpAsk friends to help Don’t go for a perfect scoreDon’t go for a perfect score Pros Pros Protection against future attacksProtection against future attacks

http://ask.officelive.com/smallbusiness/wiki/articles/8-tips-for-countering-a-blog-attack-http://ask.officelive.com/smallbusiness/wiki/articles/8-tips-for-countering-a-blog-attack-on-your-business.aspxon-your-business.aspx

Proactive ApproachProactive Approach

Blog appearanceBlog appearance Service recovery processService recovery process Develop a major incident databaseDevelop a major incident database Create a customer advisory boardCreate a customer advisory board Customers input has influenced improvementCustomers input has influenced improvement Positive testimonials on web sitePositive testimonials on web site

http://www.catalyticmanagement.com/newsletters/neutralizing-negative-http://www.catalyticmanagement.com/newsletters/neutralizing-negative-blogs.phpblogs.php

Blogger SweatShop

Thank YouThank You

Any Questions?Any Questions?

ReferencesReferences

Belch, G. and Belch, M. 2007, Belch, G. and Belch, M. 2007, Advertising and Promotion: An Advertising and Promotion: An Integrated Marketing Communications Perspective. Integrated Marketing Communications Perspective. {Chp 22 pg 715-{Chp 22 pg 715-735} 7735} 7thth ed. Boston:McGraw-Hill Irwin. ed. Boston:McGraw-Hill Irwin.

Plakoyiannaki, E. Mathioudaki, K. Dimitratos, P. Zotos, Y. Nov 2008 Plakoyiannaki, E. Mathioudaki, K. Dimitratos, P. Zotos, Y. Nov 2008 Images of Women in Online Advertisments of Global Products: Images of Women in Online Advertisments of Global Products: Does Sexism Exist? Does Sexism Exist? Journal of Business EthicsJournal of Business Ethics, [Online]. Vol. 83 , [Online]. Vol. 83 Issue 1, p101-112. [Accessed 21Issue 1, p101-112. [Accessed 21stst Nov 2009] Nov 2009]

Advertising Standards Association of Ireland:Advertising Standards Association of Ireland:http://www.asai.ie/complaint_view.asp?CID=646&BID=31

[Accessed 18[Accessed 18thth Nov 2009] Nov 2009]

ReferencesReferences (Belch and Belch, Advertising and Promotion Through Communications,

“Evaluation the Social , Ethical and Economic Aspects of Advertising and Promotion”, {Chapter 22, pg 723}, Boston: McGraw-Hill Irwin, 7th Edition 2007)

About.Com Psychology, “How Ivan Pavlov Discovered Classical Conditioning”, Kendra Van Wagner (Accessed Nov 2009)http://psychology.about.com/od/classicalconditioning/a/pavlovs-dogs.htm

Classics In The History of Psychology “CONDITIONED EMOTIONAL REACTIONS”, John B. Watson and Rosalie Rayner(1920) (Accessed Nov 2009) http://psychclassics.yorku.ca/Watson/emotion.htm

Wikipedia, “Little Albert Experiment) (Accessed Nov 2009) http://en.wikipedia.org/wiki/Little_Albert_experiment

(Belch and Belch, Advertising and Promotion Through Communications, “Evaluation the Social , Ethical and Economic Aspects of Advertising and Promotion”, {Chapter 22, page pg 725}, Boston: McGraw-Hill Irwin, 7th Edition 2007)

ReferencesReferences Wikipedia, “Opie and Anthony” (Accessed Nov 2009)

http://en.wikipedia.org/wiki/Opie_and_Anthony#Sex_for_Sam American Apparel, Models of American Apparel, (Accessed Nov 2009)

http://americanapparel.net/gallery/photocollections/models/index.html Indapendent.ie “Racy adverts for crisps not hunky dory with watchdog”,

Shane Hickey (Accessed Nov 2009) http://www.independent.ie/national-news/racy-adverts-for-crisps-not-hunky-dory-with-watchdog-227021.html

Youtube: http://www.youtube.com/watch?v=Al9GJifHC9s

http://www.youtube.com/watch?v=nCsSpmWSBoU http://www.youtube.com/watch?

v=svpMan9cWyo&feature=PlayList&p=AFABCDC996E90362&playnext=1&paynext_from=PL&index=2

http://www.youtube.com/watch?v=ZrVGGCeh9yk&feature=PlayList&p=AFABCDC996E90362&index=3&playnext=2&playnext_from=PL

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www.asai.ie (23 Nov 2009) (23 Nov 2009)

Advertising Advertising Standards AuthorityStandards Authority (UK) (UK)www.asa.org.uk (23 Nov 2009)23 Nov 2009)

Meteor MobileMeteor Mobilewww.meteor.ie (20 Nov 2009) (20 Nov 2009)

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Ethical advertising, subvertising and the blogosphere

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