Manipulative Advertising Power Master example essay topic
305 words
Case 6. Marketing Malt Liquor. January 1991 the company filed for protection in the NY bankruptcy court, claiming a large debt... G. Heileman introduced Power Master a Malt Liquor with 5.9 percent alcohol content o Law states beer over 4% alcohol content to be labeled as a mal to Typical Malt beer is 5.5%o Typical Average beer is 3.5%. Summer 1991, the Surgeon General and advocacy group led by the Center for Science in the Public Interest launched a campaign to remove Power Master from Store Shelves... Power Master received pressure from anti-alcohol and African-American activist so Advertising Campaigns Black Male Model Attracted young black and males (make up 1/3 of malt liquor consumption) SS Urban you tho The U.S. Surgeon General called the Power Master campaign insensitive Would pursue legal action if the brand name wasn't dropped Heileman Brewing Co. discontinued the product Government was criticized for getting involved One newspaper columnist cited another brewing company and their advertising slogan (OE "It's the power") not being challenge do James Sanders, President of the DC based Beer Institute claimed the government focused on Power Master to avoid the real factors the black community faced such as unemployment and poverty Questions: 1.
Would it be deceptive or manipulative advertising to call your beer "Power Master" and to use black male models? a. Manipulative Advertising - Power Master is a name used like all other brands of malt liquor (Magnum, Panther, Steel Reserve, Camo, Colt 45) to depict individuals with a status of power and masculinity. This is the first of two products pulled off the shelves for the Heileman Brewing Company (CrazyHorse; Slogan "DRINK THIS PRODUCT AND BECOME 'CRAZYHORSE"). 2. Is it ethically insensitive for a company to target a specific market identified by race and gender?
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