"In the world of advertising there has been an accepted wisdom that has gone unquestioned for decades: 18 to 34-year-old consumers are the most desirable demographic, and if you want to reach them, include lots of sex and violence in your ads, or at the very least, advertise on programs that contain a lot of sex and violence. But what if that entire paradigm is wrong?," asks a newspaper column co-authored by Prof. Jeff McCall '76.
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