Brand Communication and

Society

COM 280

Kevin M. Brett

October 9, 2014

Thank You for Smoking

truth® Project

• 400,000 Americans Die Annually from Tobacco

• More than the total from AIDS, alcohol, car accidents, murders, suicides, drugs and fires COMBINED*

• The American Legacy Foundation’s truth® educates 12-17 years olds about the dangers of tobacco…dropped from 15.2 percent to 10.7 percent

* Federal Trade Commission (FTC)

Dueling Forces in the

Marketplace of Ideas

My (11-year-old) grandson has

never heard my real voice. I

don't even remember what my

own voice sounds like." –

Terrie Hall of North Carolina.

Regulatory Oversight

• Primary Ad Regulator

• Oversight of Wall Street

• Food/Drug Content/Packaging

• Ban Messages from Airwaves

FCC Fines CBS $550,000

© ™ ®

• © Protects creative work from

unauthorized use

• ™ Word, symbol or slogan – “Just Do It”

• ® Protected intellectual property, ideas,

creations, processes

Metallica vs. Napster

“Astroturfing”

• PR firm admits it's behind Wal-Mart blogs”

– CNN Money

• Whole Foods’ John Mackey “Rahodeb”

Blog/FTC

• Ghost-writing of Executive Blogs?

Green Washing?

“Sustainable Solutions”

$4.2 Million Pink Washing?

$75,000 Pink Washing?

Skechers Pays $40 Million Fine

The Federal Trade Commission announced that Skechers

USA, Inc. has agreed to pay $40 million to settle charges

that the company deceived consumers by making

unfounded claims that Shape-ups would help people lose

weight, and strengthen and tone their buttocks, legs and

abdominal muscles.

Comparison Advertising

Don’t Drink Your Own Bath Water

• Your Brand is in Play

• Moral Responsibility to be Fair and Accurate

• Check, Double-Check, Triple Check

• Test and Be Prepared to Pull the Plug