Thursday, March 27, 1997

Panel discusses effects of nation's 'sin advertising'

By STEVEN KATZ
Collegian Staff Writer

Although most parents may not be concerned with Mickey Mouse advertisements having a negative effect on their children's lives, other cartoon characters such as Joe Camel may be more of a concern.

Chuck McMellon discusses sin advertising last night in a roundtable discussion in Kern Building. (Collegian Photo / Ben Goldstein)

Last night in Kern Building, the College of Communications and the Pennsylvania Center for the First Amendment held a roundtable discussion to talk about the effects of "sin advertising." The panelists were: Clay Calvert, assistant professor of communications; Natalie Croll, assistant director of University Health Services; Marvin Goldberg, professor of business administration; and Chuck McMellon, assistant professor of communications.

Because 3,000 new young people become smokers every day, the discussion, "Sin Advertising: The Selling of Alcohol & Cigarettes To America," was important to the University community.

The underage alcohol consumption on campus also has been of recent concern to the community. The liquor industry recently lifted its own voluntary ban on television advertising, complaining beer companies saturate the medium with ads and are taking away its market.

McMellon argued that beer and cigarette advertising is just.

"I think we should honestly be allowed to advertise for products that are legal in this country," McMellon said.

The FDA and the Clinton Administration are waging war on cigarette advertising on billboards, in magazines, at sporting events and near schools. The crackdown on cigarette advertising and the public outcry at the liquor industry's decision to go forward with TV ads raise a number of important questions that cut across legal, ethical, health and social planes.

Calvert said advertising receives First Amendment protection.

"Commercial speech does receive First Amendment protection, but less protection than other forms of speech," Calvert said.

But many Americans fear how overexposure to "sin advertisements" affect those who are underage.

McMellon said the advertisers do not target those who are underage, but understands it sometimes cannot be avoided.

"It's hard to advertise to a person who is 21 while not advertising to someone who is 20.99" McMellon said.

The panel agreed the mandated health warnings put on cigarette packages are often overlooked, and people usually focus on the imagery of the advertisement.

Familiarity of the symbols, such as Joe Camel, is another tool advertisers use to sell products, Goldberg said.

"Many advertisements are omnipresent," Goldberg said.

The audience was aware that the problem was not only advertising, but the attitudes about the products being advertised.

"I don't think advertising is the problem," said Craig Lowenstein (sophomore-advertising). "I think that our social values is the problem."