Much advertising is a form of abuse as it pushes the unworldly, vulnerable and unsophisticated into behaviour or activities that may endanger, confuse or frighten them." Discuss.

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Louise McCallum                22nd February 2003

        

“Advertisers and others who promote mass culture have a moral responsibility to their markets. Much advertising is a form of abuse as it pushes the unworldly, vulnerable and unsophisticated into behaviour or activities that may endanger, confuse or frighten them.” Discuss.


Advertisers and others who promote mass culture have a legal responsibility to their audience to prevent miss-use and to stop the vulnerable getting influences and or confused. Do the legalities affect their moral responsibility? Rap artists discuss gun culture in their lyrics and although they are not breaking any laws there are acting irresponsible in the influence of their market. Rap artists will argue that it is not their responsibility; it is up to the individual or parent to distinguish music from reality. The ITC have laws and guidelines in place but it’s not enough to stop children copying anything they see or hear which they think is cool.

Gun Crime has increased by 35% in the last year, which matches the increase in the popularity of rap artists and gun culture. Most are quick to blame the lyrics and actions of rap musicians such as So Solid Crew and Eminem. Last year three members of the controversial band, So Solid Crew where arrested on gun charges and Eminem is awaiting trial for pistol-whipping someone. With teenagers and young adults admiring them it is easy to lay blame on there idols for their own actions. Today’s generation of children are nicknamed the “copycat kids”, as suggested in a report by the ITC that children as young as four years of age up to young adults will copy almost anything they see or hear from their idols. It is said that bands like So Solid Crew don’t take responsibility for their actions and don’t understand the influence they have on children. Culture minister Kim Howells recently said “Idiots like So Solid Crew are glorifying gun culture and violence... it has created a culture where killing is almost a fashion accessory." The government are so aware of the copycat kids they are now planning to introduce new legislation to prevent anyone from carrying a replica gun without good reason.  

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It is very easy to see why officials are blaming the attitudes of some rappers with lyric’s such as, “I’m from where the guns love to introduce theyself, reduce your health…” The song goes on to explain how he’s not playing and explains all the ways in which he is prepared to kill someone but at no point does this artist give a reason for such violence. Children are protected from this music to a certain degree in that the album or single carries a “parent advisory” sticker and are not supposed to be sold to the under 18’s.The ITC ...

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