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230 -- Introduction to Advertising

Ethical Aspects of Advertising

Due: Monday, Feb. 22, 10:58 a.m. -- In Canvas (TurnItIn Enabled)

Read the articles posted in Canvas for this assignment. Read page 215 in your textbook: “Objective #9:
Leverage Social Disruption and Cultural Contradictions.” Use all 4 articles and your textbook for this paper,
properly citing your sources.

Follow this outline for your paper (use all bold headers and subheads):

Kendall Jenner’s 2017 Pepsi Ad and 2020 BLM Advertising -- This is your headline

Pepsi’s 2017 Ad Featuring Kendall Jenner

The Ad. Describe the advertisement.
Agency. Which agency created the ad? (Use the Illumination article.)
Media Types. Which media types and vehicles were used? (Use the Illumination article.)
The Problem. Explain why the advertisement was controversial. (Use the HuffPost, Illumination and
Fast Company articles.)
Target Audience. Which audience do you believe was most targeted, and why? (Use the Illumination

“Leverage Social Disruption” as a Brand Strategy

The Objective. Explain how Pepsi’s 2017 Kendall Jenner ad follows your textbook’s description of the
message objective “Leverage Social Disruption”. Your textbook says this objective is “difficult” – why?

My Opinion. In your opinion, why are brands interested in attaching their image to social movements?

Summer 2020: Did Brands Learn from Pepsi?

One that Learned: Provide an example of a brand whose summer 2020 Black Lives Matter message
seemed to have learned from Pepsi’s 2017 blunder. Describe the ad. Describe how the ad does not
make the same mistakes as the 2017 Pepsi ad.

One that Did Not Learn: Provide an example of a brand whose summer 2020 Black Lives Matter
message makes similar mistakes as Pepsi’s 2017 ad. Describe the ad and explain the mistakes.

Note about this section: Use actual advertisements, not just posts on social media. Use the
AdAge article, “How Brands and Agencies Responded to Racial Injustice in the First Month
Following George Floyd’s Death”. If it’s just a Twitter or Instagram post, those are not “paid
advertisements”. Look for references to a “spot” airing somewhere – that’s a paid ad. Or look for
an actual image of a billboard, a newspaper ad or a magazine ad. Those are all “paid

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