Case Study- Toy Wars
Case Study
TOY WARS
Time Context : 1986
Point of View : Tom Daner, President of Daner Associates Advertising Company
Areas of Consideration
1. Cracko Industries, decided to follow the trend of creating military toys despite its previous resistance from associating violence to their products. They tapped Daner Associates to create advertising campaign for their new line of military toys, one among which is a half feet long, battery operated steel helicopter. Cracko wanted to have a strictly “meaner, tougher, and macho” theme of advertisement that if not provided by Daner, would lead to the former’s pull-out from their long-term business relationship.
2. Daner Associates, through Tom Daner, desires to preserve its long term relationship with Cracko but would also want to adhere with the guidelines followed by the National Networks. They tried to propose a modified version of the advertisement (i.e. instead of destroying a village in the midst of a jungle, they instead prepared version where the helicopter rescued a boy on top of a hill), but it did not prosper since Cracko eyed on their “tougher, meaner, macho” theme.
3. Among the salient provisions of the policies followed by the three national networks for children advertisements are the censorship of too much violence and the requirement to depict only things that would not create unrealistic expectations to children.
4. One means to do away with the three Networks’ censorship is through circumvention. Cracko suggested the use of the local TV networks’ non-network programming whichallows advertisements that are not totally acceptable to the major networks.
5. Aside from the presence of censorship, corporate values of Daner&Associates reflect values of Tom Daner himself. Facts shown that he idolizes religious people and has once considered becoming a missionary priest but later on married and had children of his own. Although putting advertisement through the local
TOY WARS
Time Context : 1986
Point of View : Tom Daner, President of Daner Associates Advertising Company
Areas of Consideration
1. Cracko Industries, decided to follow the trend of creating military toys despite its previous resistance from associating violence to their products. They tapped Daner Associates to create advertising campaign for their new line of military toys, one among which is a half feet long, battery operated steel helicopter. Cracko wanted to have a strictly “meaner, tougher, and macho” theme of advertisement that if not provided by Daner, would lead to the former’s pull-out from their long-term business relationship.
2. Daner Associates, through Tom Daner, desires to preserve its long term relationship with Cracko but would also want to adhere with the guidelines followed by the National Networks. They tried to propose a modified version of the advertisement (i.e. instead of destroying a village in the midst of a jungle, they instead prepared version where the helicopter rescued a boy on top of a hill), but it did not prosper since Cracko eyed on their “tougher, meaner, macho” theme.
3. Among the salient provisions of the policies followed by the three national networks for children advertisements are the censorship of too much violence and the requirement to depict only things that would not create unrealistic expectations to children.
4. One means to do away with the three Networks’ censorship is through circumvention. Cracko suggested the use of the local TV networks’ non-network programming whichallows advertisements that are not totally acceptable to the major networks.
5. Aside from the presence of censorship, corporate values of Daner&Associates reflect values of Tom Daner himself. Facts shown that he idolizes religious people and has once considered becoming a missionary priest but later on married and had children of his own. Although putting advertisement through the local