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Syllabus ADVERTISING AND IMAGE - LEGAL ASPECTS - 62549
עברית
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Last update 10-08-2016
HU Credits: 4

Degree/Cycle: 1st degree (Bachelor)

Responsible Department: law

Semester: 1st Semester

Teaching Languages: Hebrew

Campus: Mt. Scopus

Course/Module Coordinator: Katya Assaf

Coordinator Email: katya.assaf@mail.huji.ac.il

Coordinator Office Hours: Wed 12:15-13:00

Teaching Staff:
Dr. Katya Assaf

Course/Module description:
This seminar studies advertising using analytical tools from the fields of economics, psychology, cultural studies and communication theories. In addition, the students learn the legal regulations of advertising in various countries, including Germany, the USA and Israel. Special attention is devoted to the contrasts between the German and the Anglo-American legal systems: while the former strongly emphasizes moral considerations, the latter focuses on economic efficiency.

Course/Module aims:
The seminar aims to develop a critical perception of advertising and to grant extensive knowledge regarding the various aspects of this phenomenon.

Learning outcomes - On successful completion of this module, students should be able to:
•recognize advertising elements that exploit various psychological inclinations of the viewer

•recognize advertising elements that exploit social stereotypes and reinforce prejudices

•recognize elements in the plot of the non-advertising media contents that are designed to serve advertisers’ interests

•criticize the above phenomena

•analyze advertising using various theories

•estimate whether an advertisement or another marketing element is legal under the Israeli, US and German law


Attendance requirements(%):
100

Teaching arrangement and method of instruction: Lectures and student presentations

Course/Module Content:
1st Lecture – Introduction; advertising as a complex and problematic phenomenon

The central schools of economics (the theory, its historical background and its criticism):

Classical School

Freiburg School



2nd Lecture - schools of economics continued:

Chicago School

Austrian School

Neoclassical School



3rd Lecture – Advertising and its influence on market conditions: prices, gains, demand elasticity, product quality, etc. We will learn various theoretical inquiries and empirical research examining these questions. We will put these studies into the context of the different schools of economic thought we have learnt.



4th Lecture – Advertising and the Legal System: Misleading and exaggerated advertising – its the legal treatment in Israel, Germany, EU and the US. We will recognize the economic theories standing behind the various legal regulations. We will examine how the different legal regulations influence the credibility of advertising and its ability to exploit the consumer’s weaknesses.



5th Lecture – Comparative Advertising: critical examination of its legal regulation in Israel, Germany, EU and the US. We will compare the things that are allowed to say in advertising referring to one’s own products with things that are allowed to say about a competitor. From this comparison we will conclude how much legal protection is granted to product images that are created in advertising.



6-7th Lectures: Advertising and Market Concentration: we will learn various theories and empirical studies regarding the influence of advertising on market structure. We will put this research into the context of the different schools of economics.

Advertising and Economic Growth

We will learn the theory developed by John Kenneth Galbraith and its criticism.



8-9th Lectures: Legal Protection of Trademark Image – we will learn the basics of trademark law and the doctrines that enable the protection of non-informative trademark image: the broad interpretation of the term “confusion,” post-sale confusion and the dilution doctrine. We will discuss the legal protection in Israel, the US and EU.



10-11th Lectures: Non-economic Effects of Advertising:

Advertising and Consumer Rationality

Advertising and Consumer Autonomy: we will learn a number of psychological techniques employed in advertising (classical conditioning, learning by imitation, mere exposure effect, neuro-marketing). We will discuss whether these techniques are legitimate.

Advertising and its influence on non-commercial media content



12th Lecture – The legal treatment of the various advertising techniques: we will discuss the legal regulation in Israel, Germany, EU and the US.



13-14th Lectures – The Influence of Advertising on Life Style:

Advertising and frustration, advertising and personal growth, advertising and well-being

Advertising and Consumer Culture; Materialism

Advertising prevents wars

Advertising and Status Competition

Advertising and Stereotypes, Advertising and Social Change

Advertising and Environment




Required Reading:
1. Les Brown, “Self-Regulation in American Television in Areas aside from Program Content”, 13 Cardozo Arts & Ent. L.J. 705 (1995)



2. Kathryn A. Braun, "Postexperience Advertising Effects on Consumer Memory," 25(4) The Journal of Consumer Research, 319 (1999)



3. Jerry C. Olson & Philip A. Dover, "Cognitive Effects of Deceptive Advertising," 15(1) Journal of Marketing Research 29 (1978)



4. Nicholas Kaldor, “The Economic Effects of Advertising”, 18 The Review of Economic Studies 1-27 (1950-1951)



5. קטיה זכרוב, היקף ההגנה על תדמית של סימן מסחר, משפטים ל"ה 435 (תשס"ה)



6. Jules Backman, Advertising and Competition, 1967, p. 17-57



7. Robert Dorfman, Prices and Markets, 1967, p. 104-111



8. John Kenneth Galbraith, The Affluent Society, 1969, p. 121-160



9. Mark Lemley, "The Modern Lanham Act and the Death of Common Sense," 108 Yale Law Journal 1687 (1999)



10. Elizabeth Cowley, "Processing Exaggerated Advertising Claims," 59 Journal of Business Research 59 728 (2006)



11. Gregory S. Carpenter, Rashi Glazer & Kent Nakamoto, "Meaningful Brands from Meaningless Differentiation: The Dependence on Irrelevant Attributes," 31(3) Journal of Marketing Research 339 (1994)



12. Jules Henry, Culture against Man, 1963, p. 45-77, 93-99



13. Steven L. Snyder, “Movies and Product Placement: Is Hollywood Turning Films into Commercial Speech?”, 1992 University of Illinois Law Review 301



14. Sut Jhally, Advertising at the Edge of the Apocalypse


Additional Reading Material:
חנה קציר, פרסומת מסחרית, 2001

יובל קרניאל, דיני תקשורת מסחרית, 2003

מקור חשוב נוסף – אתר הרשות השניה לטלוויזיה ורדיו באינטרנט - http://www.rashut2.org.il . באתר מתפרסמים דו"חות שנתיים של הרשות ושל נציב תלונות הציבור. מעבר לכך, האתר מכיל מידע חשוב רב על פעילות הרשות.



חוק רשות השידור, תשכ"ה-1965

כללי רשות השידור (תשדירי פרסומת והודעות ברדיו), תשנ"ג–1993

כללי רשות השידור (מימון חוץ למישדרי טלויזיה), תשמ"ו-1985

כללי רשות השידור (מתן אפשרות תגובה לנפגע), תשנ"ז–1997

כללי רשות השידור (סייגים להשתתפות במכרז להזמנת תשדירי פרסומת לשם שידורם ברדיו), תשנ"ג–1993

כללי רשות השידור (תשדירי פרסומת והודעות ברדיו), תשנ"ג–1993



חוק הרשות השניה לטלויזיה ורדיו, תש"ן-1990

כללי הרשות השניה לטלוויזיה ולרדיו (שיבוץ פרסומות ואזכורים מסחריים בשידורי רדיו), תשנ"ט-1999

כללי הרשות השניה לטלוויזיה ולרדיו (אתיקה בפרסומת בשידורי רדיו), תשנ"ט-1999

כללי הרשות השניה לטלויזיה ורדיו (אתיקה בפרסומת בטלויזיה), תשנ"ד-1994

כללי הרשות השניה לטלויזיה ורדיו (אתיקה בשידורי טלויזיה ורדיו), תשנ"ד–1994

כללי הרשות השניה לטלויזיה ורדיו (שיבוץ תשדירי פרסומת בשידורי טלויזיה), תשנ"ב- 1992

כללי הרשות השניה לטלויזיה ורדיו (שידור תשדירי שירות ושידורי חסות), תש"ן–1990



חוק עוולות מסחריות, תשנ"ט–1999

חוק הגנת הצרכן, תשמ"א-1981

תקנות הגנת הצרכן (פרסומת ודרכי שיווק המכוונים לקטינים), תשנ"א-1991



חוק איסור לשון הרע, תשכ"ה-1965

פקודת סימני מסחר [נוסח חדש], תשל"ב-1972

חוק זכות יוצרים, 1911

פקודת זכות יוצרים

כללי לשכת עורכי הדין (פרסומת), תשס"א-2001



The Framework WHO Convention on Measures against Smoking

Agreement on Trade-Related Aspects of Intellectual Property Rights (TRIP’s)



Television Without Frontiers Directive, 89/552/EEC, 1989

Directive 84/450/EEC concerning misleading advertising, 1984

Directive 97/55/EC amending Directive 84/450/EEC concerning misleading advertising so as to include comparative advertising, 1997

Directive 2005/29/EC concerning unfair business-to-consumer commercial practices in the internal market, 2005





Adam Smith, An Inquiry into the Nature and Causes of the Wealth of Nations, 1776

Jeremy Bentham, The Principles of Morals and Legislation, 1789

John Stuart Mill, Utilitarianism, 1861



G.E. Moore, in Principia Ethica, 1903



Milton Friedman, Capitalism and Freedom, 1962

Richard Posner, Economic Analysis of Law, 6th ed., 2002

George J. Stigler (ed.), Chicago Studies in Political Economy, 1988

George J. Stigler & Paul Samuelson, "A Dialogue on the Proper Economic Role of the State", Selected Papers, no.7. Chicago: University of Chicago Graduate School of Business, 1963

Robert H. Nelson, Economics As Religion: From Samuelson to Chicago and Beyond, 2001



Ludwig von Mises, Human Action, 1963

Friedrich Hayek, Law, Legislation and Liberty: A New Statement of the Liberal Principles of Justice and Political Economy, 1973-1979



Joan Robinson, The Economics of Imperfect Competition, 1969

Edward Hastings Chamberlin, The Theory of Monopolistic Competition, 1958

Nicholas Kaldor, The Economic Effects of Advertising, 18 The Review of Economic Studies 1-27 (1950-1951)

Joe S. Bain, Barriers to New Competition, 1967

William S. Comanor & Thomas A. Wilson, Advertising and Market Power, 1974



משה נגבי, חופש העיתונות בישראל – ערכים בראי המשפט (מהדורה שנייה), 1999

יובל קרניאל, דיני תקשורת מסחרית, 2003

אורן טוקטלי, מדיניות תקשורת בישראל, 2000

דניאל דור, עיתונות תחת השפעה, 2001





Ben H. Bagdikian, The Media Monopoly, 1983

Matthew P. McAllister, The Commercialization of the American Culture, 1996

Leo Bogart, Who Pays for the Media? 34 Journal of Advertising Research 11-18 (1994)



William S. Comanor & Thomas A. Wilson, Advertising and Market Power, 1974

Vance Packard, The Waste Makers, 1960

David Ogilvy, Confessions of an Advertising Man, 1963

Bogart, Leo, Is All This Advertising Necessary? 18 Journal of Advertising Research, 17-26 (1978)

Stigler, George J., The Economics of Information, 69 The Journal of Political Economy 213-225 (1961)

Jules Backman, Advertising and Competition, 1967

Nicholas Kaldor, The Economic Effects of Advertising, 18 The Review of Economic Studies 1-27 (1950-1951)

Jerry Kirkpatrick, In Defence of Advertising – Arguments from Reason, Ethical Egoism and Laissez-Faire Capitalism, 1994

Phillip Nelson, Advertising as Information, 82 Journal of Political Economy 729-754 (1974)

Lester G. Telser, Advertising and Competition, 72 Journal of Political Economy 537-562 (1964)

Robert Dorfman, Prices and Markets, 1967

Boris W. Becker, The Image of Advertising is Truth: Is Being Truthful Enough?, 34 Journal of Marketing 67-68 (1970)

K.W.Rothschild, A Note on Advertising, 52 The Economic Journal 112-121 (1942)

John Kenneth Galbraith, The New Industrial State, 1978

John Kenneth Galbraith, The Affluent Society, 1969

Milton Friedman, From Galbraith to Economic Freedom, 1977

Jean Boddewyn, Galbraith’s wicked wants, 25 Journal of Marketing 14-18 (1961)



Henry, Jules, Culture against Man, 1963

Vance Packard, The Hidden Persuaders, 1957

Galbraith, John Kenneth, The Affluent Society, 1984

Milton Friedman, From Galbraith to Economic Freedom, 1977

Jean Boddewyn, Galbraith’s wicked wants, 25 Journal of Marketing 14-18 (1961)

Rotfeld, Herbert J./Rotzoll, Kim B., Is Advertising Puffery Believed?, 9 Journal of Advertising,16-20 (1980)

Boris W. Becker, The Image of Advertising is Truth: Is Being Truthful Enough?, 34 Journal of Marketing 67-68 (1970)

Jerry Kirkpatrick, In Defence of Advertising – Arguments from Reason, Ethical Egoism and Laissez-Faire Capitalism, 1994

Herbert Marcuse, One Dimensional Man, 1964

Ben H. Bagdikian, The Media Monopoly, 1983

Matthew P. McAllister, The Commercialization of the American Culture, 1996

Arthur Asa Berger, Ads, Fads, and Consumer Culture – Advertising’s Impact on American Character and Society, 2000

Andrew Wernick, Promotional Culture, 1991

John Hood, Selling the Dream, 2005

Liz McFall, Advertising – a Cultural Economy, 2004

Katherine T. Firth (ed.), Undressing the Ad – Reading Culture in Advertising, 1997







טלי פרידמן, הפסיכולוגיה של פרסום, 2002

אביבה גבע, התנהגות צרכנים – החלטות קניה, 1994

Paul Messaris, Visual Persuasion, 1997







ע"פ 43/93 יצחק נ' דברת



בג"צ 421/71 יפאורה נ' רשות השידור

בג"צ 606/93 קידום נ' רשות השידור

בג"צ 5118/95 מאיו סימון נ' הרשות השניה



ת"א 3266/98 בש"א 113039/98 נועם קדם נ' בזק

ע"פ 232/97 אופיס דיפו נ' מדינת ישראל

ת"ק 5431/96 מאיר אביגיל נ' גלגלי זהב בע"מ

ע"א 8737/00 "שלפרד" חברה לפיתוח ובנין בע"מ נ' ז'אק

בש"א 15033/04 לירן בריותי נ' פרופורציה פי.אם.סי. בע"מ

ת"א 2256/03 ההסתדרות הרפואית בישראל נ' אוביקטיבי מחקרים עולמיים לישראל בע"מ



בש"א 51961/99 חשבשבת בע"מ נ' מנהל - מידע ניהולי והנה"ח לעסקים בע"מ

ת"א 532/97 איטונג בע"מ נגד טרמודן בע"מ

ע"א 8483/02 אלוניאל בע"מ ואח' נ' אריאל מקדונלד , פ"ד נח (4) 314

ק' זכרוב, "היקף ההגנה על תדמית של סימן מסחר", משפטים ל"ה 435



ת"א 7585/92 דדון נ' אנגל חברה לקבלנות כללית

ת"א 920/95 כדורי פיתוח עירוני נ' אודי ארנון

פ' פרידמן, "גניבת עין: הגנתו (החלקית) של המתחרה המסחרי כנגד פרסומת כוזבת של יריבו", הפרקליט ל"ה 338

פ' פרידמן, "שקר מפגיע ולשון הרע – אפשרות התביעה במסגרת הגדרת סעיף 1(3) לחוק איסור לשון הרע, תשכ"ה-1965", הפרקליט לו(א) 77 (תשמ"ד)

פ' פרידמן, "שקר מפגיע – האופציה הלא מנוצלת להגנת המתחרה המסחרי מפני פרסום כוזב של יריבו", הפרקליט לו 425 (תשמ"ד)



בג"צ 15/96 תרמוקיר חורשים נ' הרשות השנייה

בג"צ 1858/96 אסם נ' רשות השידור

בג"צ 7833/96 מלניק נ' הרשות השניה



בג"צ 7012/93 יעקב שמאי נ' הרשות השניה

בג"צ 1893/92 צלי רשף נ' רשות השידור


Course/Module evaluation:
End of year written/oral examination 0 %
Presentation 15 %
Participation in Tutorials 5 %
Project work 80 %
Assignments 0 %
Reports 0 %
Research project 0 %
Quizzes 0 %
Other 0 %

Additional information:
 
Students needing academic accommodations based on a disability should contact the Center for Diagnosis and Support of Students with Learning Disabilities, or the Office for Students with Disabilities, as early as possible, to discuss and coordinate accommodations, based on relevant documentation.
For further information, please visit the site of the Dean of Students Office.
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