STC 114 Chapter Notes - Chapter 3: Puffery, Advertising Self-Regulatory Council, Better Business Bureau

• School: University of Miami
• Department: Strategic Communication
• Course: STC 114
• Professor: Wan-Hasi Tsai

Document Summary

Advertising and society- ethics, regulation, and social responsibility. A trademark is a (cid:271)ra(cid:374)d, (cid:272)orporate or store (cid:374)a(cid:373)e, or disti(cid:374)(cid:272)tive sy(cid:373)(cid:271)ol ide(cid:374)tifyi(cid:374)g a seller"s brand and differentiating it from other brand: you can trademark sounds, colors, ex. Gap vs. on davis- gap used on davis sunglasses in their advertisement without knowledge that the glasses were going to be in the commercial. On davis sued them and now every time gap uses their products they have to pay a percentage to on davis. Apple (cid:272)o(cid:373)pletel(cid:455) (cid:272)opied a (cid:374)o (cid:374)a(cid:373)e (cid:271)ra(cid:374)d"s foot(cid:449)ear (cid:272)o(cid:373)pa(cid:374)(cid:455) Responsibilities: unfairness- initiate investigations against companies that engage in unfair competition or deceptive practices, deceptive advertising- regulate acts and practices that deceive business and consumers and issue cease and desist orders (practices must be stopped within. Determines the safety and purity of foods and cosmetics: fcc- protects the public interest in broadcast communication, can issue and revoke licenses to radio and television stations.