Assignment
QEVALUATING THE DESIRES OF THE CONSUMER
Jackson Trelz, the director of advertising for the Pen Company, stated, in a speech at an advertising forum in New York, that telecasters did not have any responsibility for offering educational programs, or for attempting to present television programs which were intended to improve the taste of the public. Mr. Trelz believed that it was unreasonable to expect anything but entertainment from commercial television. He emphasized that the public gets what the majority wants. If the majority will not support good programs, the sponsors cannot afford to provide good programs. It was his opinion that the public had no right to blame the telecasters for not doing a job that they do not intend to do, have no obligation to do, and could not possibly afford to do. Advertisers are in business to win an audience for their companies by giving that audience what it wants to see. The only norms of judgment, according to Mr. Trelz, are the rating of the program and the sales which result. In answer to Mr. Trelz's remarks, Dr. John Anthony, a leading educator, expressed the viewpoint that sponsors do have a social responsibility to offer programs with cultural uplift. He argued that advertisers develop the taste to which they appeal.
In his opinion, Television and the Consumer 57 they are not justified in simply producing what is easiest and cheapest in reaching what is almost the equivalent of a captive audience. Dr. Anthony further indicated that, although there were about 30 channels devoted exclusively to education, the area these stations covered was very limited. He envisioned a complete national network devoted to full-time televising of superior cultural and educational programs. Mr. Trelz countered that programs of a high cultural level appealed only to a minority. As a result, such programs would have to be subsidized or endowed by either the government or some private agency. Although Dr. Anthony admitted that the initial cost might be high, he did not believe that the issue of the kind of entertainment was one of public control versus private enterprise.
Rather, in his opinion, it was one of whether or not the medium of television was so important that it should be monopolized by popular entertainment and commercial interests that were only looking at it from the short range point of view. He believed that the consumer had displayed remarkable patience in putting up with low level programs for too long a period. "If advertisers do not set the pace," Dr. Anthony stated, "then, there is no other alternative but to have government control. When one considers the great possibilities for education and mature cultural activity that could be obtained through television, it is fantastic to allow this valuable medium to be channeled so completely into the sterilities of routine thrill-mongers and stale jesters."
QUESTIONS
1. Should the desires of the consumers be the factors that determine the kind of TV programs to put on?
2. Does the advertiser have a responsibility to try to educate the consumer to enjoy more cultural programs?
3. Who has the responsibility to improve the tastes of the consumer?
4. Do you agree with Mr. Trelz that an advertiser should give the public what the majority wants?
5. If you were deciding on a television program for a company, what procedures would you follow in selecting a program?
The response should include a reference list. Double-space, using Times New Roman 12 pnt font, one-inch margins, and APA style of writing and citations.