ERIC Number: ED159725
Record Type: RIE
Publication Date: 1978-Aug
Reference Count: 0
Advocacy Advertising--Expanding the Marketplace of Ideas.
Ryan, William D.
A public once trusting of business and business values has turned skeptical and hostile, resulting in legislation designed to make business responsible for making more than a profit while delivering an increasing standard of living that poses no threats to life. Traditional institutional advertising became irrelevant as the positive public evaluation of business tumbled. The result is advocacy advertising which is issue oriented, often designed to influence legislation and regulation, and directed to influential people. Recent court decisions have extended First Amendment protection to include advertising that refers to public issues. Critics of advocacy advertising are concerned about one-sided presentations of corporate propaganda and about the possibilities that catchy headlines and simple slogans will dominate public dialogue, that truth cannot be assured, and that the dollars invested and the monolithic view of corporations will give public access only to the corporate viewpoint. Proponents of advocacy advertising argue that the information provides fullness to dialogue and redresses an imbalance in the public dialogue while elevating such dialogue since the advertising is directed specifically to sophisticated audiences. (TJ)
Publication Type: Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: Advocacy Advertising
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism (61st, Seattle, Washington, August 13-16, 1978)