1. 07/09/2015AdvertisingRegulationMIT32141 Advertising and Controversy

2. 07/09/2015 AdvertisingRegulationMIT3214 2 Why Regulate? 1. Unfair commercial practices re: false claims 2. Protect young, susceptible to manipulation 3. Risky products (alcohol/tobacco) 4. Pritchard/Vogt, -Advertising & Marketing Law in Canada- (2009, 3 rd ed.)

3. Ad Regulation (State) Industry Canada  Competition Act/Competition Bureau  http://www.cb-bc.gc.ca/eic/site/cb- bc.nsf/eng/02776.html http://www.cb-bc.gc.ca/eic/site/cb- bc.nsf/eng/02776.html  Advertising as Information-in-Marketplace Thesis 07/09/2015 AdvertisingRegulationMIT3214 3

4. 07/09/2015 AdvertisingRegulationMIT3214 4 Advertising Regulation (State) 1. CRTC (Code for Broadcast Advertising) 1. http://www.crtc.gc.ca/eng/info_sht/b300.htm http://www.crtc.gc.ca/eng/info_sht/b300.htm 2. CBC 1. www.cbc.radio- canada.ca/docs/policies/advertising.shtml www.cbc.radio- canada.ca/docs/policies/advertising.shtml

5. 07/09/2015 AdvertisingRegulationMIT3214 5 Advertising Standards Canada Canadian Code of Advertising Standards 2007 Ad Complaints Report http://www.adstandards.com/en/standards/20 07AdComplaintsReport.pdf  1445 complaints; 193 upheld (13%)  TV (59%); Internet (8%)  Categories: 1. Retail 2. Food/Supermarket 3. Automotive Clause 14 (Unacceptable Depictions); Clause 1 (Accuracy); Clause 10 (Safety)

6. 07/09/2015 AdvertisingRegulationMIT3214 6 One Citizen’s Complaint Advertising Standards Canada Saab Ad Overt Meaning Implied Meaning  Multiple levels of communication

7. High-Risk Products Tobacco, Alcohol, Pharmaceuticals Brand switching Ad ban/regulation and Marketing Innovation/ Creativity 07/09/2015 AdvertisingRegulationMIT3214 7

8. 07/09/2015 AdvertisingRegulationMIT3214 8 Tobacco Promotion: Advertising Bans Phase One: Pre-1988 Voluntary restrictions (radio/TV) Some newspapers ban Phase Two: Tobacco Products Control Act, 1988 advertising ban Sponsorship restrictions Health warnings

9. 07/09/2015 AdvertisingRegulationMIT3214 9 Tobacco Products Control Act (TPCA) Most severe restriction of commercial speech Canada as world leader in tobacco control

10. 07/09/2015 AdvertisingRegulationMIT3214 10 Court Challenge (1990s) Tobacco Companies: restrict commercial free speech legal product Other unhealthy products brand switchers only Ottawa: Advertising’s persuasive effect Promotes youth smoking/starters low tar/nicotine promotion deceptive

11. Supreme Court Ruling: 1995 Strike down Tobacco Products Control Act Total ban too severe  Ban OK for lifestyle/ minors-directed ads  But not “informational” or brand ads 07/09/2015 AdvertisingRegulationMIT3214 11

12. 07/09/2015 AdvertisingRegulationMIT3214 12 Tobacco Act, 1997 Distinguish btwn information/brand (allowed) and lifestyle/image (banned) advertising Info/brand advertising allowed:  publications (85% adult readership) mailed to adult individuals  signs where minors not allowed (bars) upheld by Supreme Court, 2007

13. 07/09/2015 AdvertisingRegulationMIT3214 13 Social Acceptability/Advertising reinforce social acceptability of smoking lessen health worries stronger self image among smokers promote starters

14. 07/09/2015 AdvertisingRegulationMIT3214 14 Sponsorship Advertising, 1980s/2003 Export A/Team Player's  car racing/sports Matinee Fashion Foundation du Maurier Arts Council Benson & Hedges –Gold Club Series “Squeezing the Balloon”

15. 07/09/2015 AdvertisingRegulationMIT3214 15 Sponsorship Ads social acceptability neutralize health concerns (no warnings)  Fairness Doctrine/US lifestyle advertising “stealth marketing”

16. 07/09/2015 AdvertisingRegulationMIT3214 16 du Maurier Arts Council (1971-2003) $58 million to:  Performance groups;  visual arts groups Tobacco Canada Artistic Development Board Council, 2003  visual arts, cinema, video, multi- media programs  41 awards (2003/04)

17. 07/09/2015 AdvertisingRegulationMIT3214 17 Context Declining state support for arts (1990s) rising business support ITL philanthropy and post-secondary sector  15 to 30% of overall donations in 2000s

18. 07/09/2015 AdvertisingRegulationMIT3214 18 Why universities/colleges? Respectability/Legitimacy Young adult market (19+) Good Publicity  Help “Starving Students”

19. 07/09/2015 AdvertisingRegulationMIT3214 19 Why Artists? individualism/independence freedom avant-garde dissent, social critique creativity Authenticity

20. 07/09/2015 AdvertisingRegulationMIT3214 20 Philip Morris/Art Sponsorship Early corporate art sponsor (1960s) Avant-garde/ contemporary art  Pop Art  Conceptual Art

21. 07/09/2015 AdvertisingRegulationMIT3214 21 Philip Morris and Pop Art “11 Pop Artists” 1965  A. Warhol  R. Lichtenstein Europe/US 2-yr tour credibility of Pop Art PM as Sponsor  commissioned works

22. 07/09/2015 AdvertisingRegulationMIT3214 22 Pop Art Radical break with Abstract Expressionism Material goods, Hollywood, comics, celebrity Consumer Art

23. 07/09/2015 AdvertisingRegulationMIT3214 23 Pop Art: “11 Pop Artists” 1. consumer good as High Art 2. innovative art=innovative firm 3. non-political art 4. individual expression/choice in consumer society

24. 07/09/2015 AdvertisingRegulationMIT3214 24 Conceptual Art PM sponsor shows in late 1960s/70s Richard Serra, Eva Hesse challenge very definition of Art  affirm conceptual underpinning, not execution or object as art

25. 07/09/2015 AdvertisingRegulationMIT3214 25 Conceptual Art –R. Serra

26. 07/09/2015 AdvertisingRegulationMIT3214 26 Conceptual Art- Eva Hesse

27. 07/09/2015 AdvertisingRegulationMIT3214 27 Conceptual Art: Bruce Nauman

28. 07/09/2015 AdvertisingRegulationMIT3214 28 PM and Jasper Johns 1. Retrospective 1977 2. gallery goers/ creating goodwill with “opinion leaders” 3. A/B classes 4. Legitimacy Crisis

29. 07/09/2015 AdvertisingRegulationMIT3214 29 Creativity/Business Innovation 1. Theory Y/ 1960s/70s 2. Marketing ethos Employee Morale 1. Internal culture 2. Recruitment and retention

30. 07/09/2015 AdvertisingRegulationMIT3214 30 Corporate Image/Public Relations Not brand promotion Art audiences, small; A/B classes  Smokers C/D classes (festivals, sports, etc.) Goodwill re: political/business elites Pierre Bourdieu /symbolic/cultural capital Art and “The Good, The True, The Beautiful”

31. 07/09/2015 AdvertisingRegulationMIT3214 31 Exchanging Capital (Bourdieu) 1Financial capital  Sponsor  Philip Morris 2 Symbolic capital  Sponsored  artist/museum 3. image/transfer to company goodwill  dollar value  neutralize critics (state; health lobby)

32. 07/09/2015 AdvertisingRegulationMIT3214 32 Art/Tobacco Companies Corporation/Marketplace  Employee relations  progressive corporate image  ‘cutting-edge’ marketing Public Sphere  ideology  Individual freedom/commercial speech  challenge social status quo/public authority  cultural capital (social/political power)