Case Study: The Brave New World of Subway Advertising

Since 1999, a new segment of out-of-home advertising has been developed. Various agencies
around the world have pioneered a technology that allows for static images placed in subway
tunnels to appear as full-motion commercials. This represents one of many developments in
recent years to break through ad clutter to capture consumers’ attention with a novel type of
advertising in a place that consumers do not expect it. The ad medium is rolling out in
subway tunnels of major cities worldwide. The most notable part of this new development is
that public reaction has been overwhelmingly positive. Transit officials, agency
representatives, and corporate advertisers alike have been given kudos for turning dark and
dreary tunnels into something entertaining for commuters.

Q1.Based on the principles of attention presented in this chapter, explain why this new wave
of subway ads is expected to be so effective.

Q2.By the same principles, what should the subway tunnel agencies be considering in order
to avoid the potential burnout of this medium.

Case Study: Mexoryl

A recent phenomenon involves the illegal importation and consumption of sunscreens

containing Mexoryl, a chemical proven effective at blocking harmful UVA rays. Although
Mexoryl has been available in sunscreen products in Canada and Europe for over 10 years,
the F.D.A. has not yet approved it for consumption in the United States. This has left U.S.
consumers without a choice of products that contain an effective UVA blocker. Although
sunscreens here contain UVB blockers, these are much less effective at preventing premature
aging and skin cancer. U.S. consumers are not waiting for F.D.A. approval. Rather, they are
buying Mexoryl products on the Internet, on the black-market, or in Canada.

Q1. Consider that a product such as Mexoryl can prevent deadly diseases. If such a
product is available in other first world countries, discuss the ethical implications of
the F.D.A. not allowing the same product to be available to U.S. consumers. Is the
F.D.A. protecting people, or harming people?

Q2. It is illegal for people to consumer Mexoryl-based products in the United States. Is it
therefore immoral to buy such products on the Internet? From black-market retailers?
In Canada and bring them back? Is this any different than buying marijuana in
Amsterdam or cigars in Cuba, but consuming them in the United States?