Did Calvin Klein go too far this time? (American advertising practitioners' attitudes to present-day advertising)

Abstract

This study examines advertising agency practitioners' attitudes to present-day advertising practices along four dimensions: economic and social effects, ethical considerations and regulation. In particular, it focuses on two recent advertising campaigns, Calvin Klein and Benetton, that have stirred up a great deal of controversy, including consumer-and media-led boycotts as well as a Federal investigation. The findings indicate that practitioners hold positive views of advertising's economic and societal roles and somewhat neutral attitudes toward advertising ethics and regulation. The Calvin Klein jeans campaign was deemed offensive and in poor taste. OPSOMMING Die studie ondersoek die houding van reklamepraktisyns ten opsigte van hedendaagse reklamepraktyke volgens vier riglyne: ekonomiese en sosiale effekte, etiese konsiderasies en regulering. Die navorsing fokus in besonder op twee onlangse kontroversiele reklameveldtogte, die van Calvin Klein en Benetton, wat gelei het tot verbruikers-en mediaboikotte, asook 'n ondersoek deur die FBI. Die bevindings dui aan dat praktisyns positiewe houdings ten opsigte van die ekonomiese en sosiale rolle van reklame het, maar ietwat neutraal staan sover dit die etiek en regulering van reklame betref. Die Calvin Klein-veldtog word as aanstootlik en in swak smaak beskou.