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When a broadcast ad campaign speaks directly, the very fact of direct address, free of conventional euphemisms, gains our attention. The radio campaign for OXY 5 and OXY 10 facial cleansers, for example, included the word zits in the copy; the ad asked, "Which would you rather have, a few extra cents or a few more zits?" The contrast between the announcer's intonation and the harsh slang word riveted the audience's attention. Similarly, ads that violate advertising's unwritten rules about what may or may not be the visual focus of an ad may attract attention Tag Heuer Replica precisely because of that violation. The ad campaign for Calvin Klein jeans featuring then-teenage movie star Brooke Shields was rejected by some stations and one of the networks. The ad prompted negative columns in newspapers, negative editorials, and hostile letters to the networks not because of the double entendre in the verbal message-- after all, the double entendre with sexual nuances is a staple in "beauty product advertising"-- but because the use of a teenage model delivering such lines ("nothing comes between me and my Calvins") and the camera angle focusing on her pelvis bluntly acknowledged teenage sexuality. By breaking the rules, the ad campaign gained quick visibility and became the topic of public discussion. In August 1995, Calvin Klein's ads again created a stir and drew press attention, this time for "crotch shots" of young models with their underwear exposed under their Calvin Klein One jeans. "The ads' appearance last week on the sides of New York City buses prompted an outcry," reported the Philadelphia Inquirer. "lona Seigel, director of a rape crisis center . . . told the New York Daily News, ' I've never seen anything as disgusting as this. It's unbelievable.' " Among the ads triggering the controversy was one showing a blond girl on her back, her miniskirt raised to reveal a section of her panties. Responding to the protests, Calvin Klein withdrew the ads. In this chapter we have examined the complex relationships among government, industry, consumers, and advertising. We have demonstrated the eagerness of industry to regulate it when faced with the threat of government regulation. Government and industry regulators often are faced with difficulties dealing with claims that exist in the minds of the members of the audience but do not reside explicitly in the advertising content. Existing regulation of advertising provides a sense of what advertisers may and may not do, but unfortunately, efforts to minimize Tag Heuer Replica Watches deception have produced an unintended result. Instead of producing ads with accurate but challengeable information, the regulations have prompted many advertisers to minimize informational content and instead emphasize improvable puffery. Audiences, however, are made up of potential consumers; the individuals and groups making up these audiences have the power to influence advertising and other media practices.
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