Introduction To Advertising
Introduction To Advertising COM 25600
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This 20 page Class Notes was uploaded by Elda Bahringer on Saturday September 19, 2015. The Class Notes belongs to COM 25600 at Purdue University taught by Jakob Jensen in Fall. Since its upload, it has received 80 views. For similar materials see /class/207922/com-25600-purdue-university in Communication Studies at Purdue University.
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Date Created: 09/19/15
Introduction to Advertising Lecture 6b Advertising Law Part II Preview of Lecture I Regulation history I Regulatoryadvertising legislation I Regulatory agencies Regulation History I 18651900 Era of Exaggerated Claims Caveat emptor let the buyer beware I 19001965 Era of Public Awareness let the seller beware Birth of businessadvertising regulation I 1965present Era of Social Responsibility Increased industry oversight Regulation History I 19001965 Era of Public Awareness 189019505 Progressive Era l The progressive movement was an effort to cure many of the ills of American society that had developed during the great spurt of industrial growth in the last quarter of the 19th century Regulation History I Progressives had three major goals The desire to remove corruption and undue influence from government through the taming of bosses and political machines the effort to include more people directly in the political process the conviction that government must play a role in solving social problems and establishing fairness in economic matters Regulation History I Though the progressive movement was not unified various groups of rogressives were responsible for regulatory egislation during the Era of Public Awareness I Interested in the Progressive Era Communication Department has three classes that focus on this period COM 381 Gender amp Feminist Studies in Communication COM 495 Health Policy Rhetoric COM 495 Argumentation Deliberation amp Democracy From History to Legislation l Most of the major regulatoryadvertising legislation was crafted during the Era of Public Awareness Advertising Legislation l Pure Food and Drug Act 1906 aka the Federal Food Drug and Cosmetics Act Established the Food and Drug Administration Forbids the manufacture sale or transport of adulterated or fraudulently labeled foods and drugs Focuses on labels not other forms of advertising Advertising Legislation l Federal Trade Commission Act 1914 Establishes the Federal Trade Commission Prohibited unfair methods of competition Originally just guarded again monopolies I FI39C v Winsted Hosiery Company 1922 Supreme Court ruled that false advertising was an unfair trade practice Advertising Legislation I l I39C v Winsted Hosiery Company 1922 Supreme Court ruled that false advertising was an unfair trade practice Does that mean FI39C can oversee it I WheelerLea Amendment 1938 Places advertising of foods and drugs under jurisdiction of PFC Broadens FI39C duties from protecting businesses to protecting consumers as well Advertising Legislation I Lanham Act 1947 Provides protection for trademarks Clarifies what is legal in comparative advertising Advertising Legislation I MagnusonMoss Warranty 1975 Provides regulation for consumer warranties Provides framework for class action lawsuits Advertising Legislation I FI39C Improvement Act 1980 Allows the House of Representatives and Senate to jointly veto FI39C regulation rules Severely weakens FI39C Some have argued that the 19805 marked the beginning of deregulation Advertising Legislation I Telemarketing Act 1994 Specifies that telemarketers may not call anyone who requests not to be contacted Formation of the Do Not Call list From Legislation to Agencies l Another way to think about regulation is to focus on the agencies responsible for regulating the system Primary Regulatory Agencies I Food and Drug Administration 1906 I Federal Trade Commission 1914 I Federal Communications Commission 1934 Food and Drug Administration I Established by Pure Food and Drug Act 1906 The FDA is the regulatory division of the Department of Health and Human Services I Oversees package labeling ingredient listing and advertising for food and drugs I Focuses heavily on pharmaceutical products Federal Trade Commission I Established by Federal Trade Commission Act 1914 to oversee business FI39C Guidelines I Fairness I Deception I Substantiation Advertisers must be able to support their claims and have evidence in hand Federal Communications Commission I Formed in 1934 by Congress I FCC has the power to ban messages including advertisements that are deceptive or in poor taste I FCC works in conjunction with the PFC FCC regulates media FI39C regulates advertisers