'Social Marketing' Brings Moral Messages Home

By Mark Clayton , writer of The Christian Science Monitor | The Christian Science Monitor, September 21, 1999 | Go to article overview

'Social Marketing' Brings Moral Messages Home


Mark Clayton , writer of The Christian Science Monitor, The Christian Science Monitor


Your child is cheating at school and you don't have a clue. Or perhaps you are blissfully unaware that your teenager, the one headed to college soon, already likes to get drunk.

Not to worry. Madison Avenue is riding to the rescue with advertising campaigns aimed at changing high school and college- student behavior - and aiding the parenting-challenged, too.

Social marketing, as it is called, uses commercial advertising techniques to "sell" positive behavior. Fastening seat belts, just saying "no" to drugs, and not letting "friends drive drunk" are familiar pitches.

Until recently, though, few social-marketing campaigns were explicitly aimed at students or education problems. But with cheating, drinking, and violence emerging at school and on campus, these issues are now in the cross hairs of advertising executives and educators.

"Unfortunately, it's often easier for a teacher not to confront a student, and some parents are neglectful about their children's progress in school," says Paul Kurnit, president of Griffin Bacal Inc., an advertising agency in New York specializing in youth and family. "There's a need for social marketing to step up to the plate."

And it is. In coming weeks, a new national television ad campaign will try to curb cheating that some experts say is rampant in the nation's junior highs and high schools.

Also, this month a big campaign sponsored by 113 colleges and universities placed full-page ads in national newspapers. The ads depicted a beer bottle labeled "Binge Beer" - a metaphor for the mayhem that drunkenness is causing on college campuses across the United States.

"Who says falling off a balcony is such a bad thing," reads the anti-drunkenness ad. "And what's an occasional riot? Or even a little assault between friends? Thousands of college students across the country have already discovered "Binge Beer." And this year, thousands more will try it.

"Don't think that's a good idea?" the ad continues. "Neither do we, but we need your help in convincing our students of the dangers."

The pitch is directed at parents of high school students - rather than those in college today.

Colleges join forces

Graham Spanier is president of Pennsylvania State University in University Park. He came up with the idea for colleges to band together to publicize the problem, and says parents need to understand that "an 18-year-old who arrives at a university today may already be an experienced binge drinker."

To be sure, Penn State and other schools involved in the campaign are supplementing that message with campus-based media campaigns and expanded social activities.

Yet some observers warn of pitfalls the campaign could face.

"They're going to have a huge uphill battle to register a change in student attitude," says Steve Dnistrian, executive vice president of Partnership for a Drug-Free America, a New York-based nonprofit coalition.

"The alcohol industry spends $1 billion a year on marketing and promotion," he says. "If that's your competition, and if you want to persuade one teen and his parents that binge drinking is a bad idea . …

The rest of this article is only available to active members of Questia

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items

Items saved from this article

This article has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this article

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited article

'Social Marketing' Brings Moral Messages Home
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Author Advanced search

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.