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Surname Instructor name Course Name Date Transmittal Letter to BMW Greece November 8, 2011 Dale Wurfel Managing Director, Dale Wurfel Car Dealership Dear Mr.Wurfel: I am submitting this report to raise an issue on an advert on used cars in your company that have been aired in the media…
But do you really care?” It may be okay with used car buyers but it makes women feel objectified and offensive. I am grateful that the ad has finally been pulled out. I have however, submitted this report for your review and to further guide your future marketing decisions. The report is a comprehensive one and raises all issues with offensive advertising. Sincerely, Mark Markowitz Business Report on offensive advert on BMW Used Cars Table of Contents Executive Summary 3 Purpose 3 Design/methodology/approach 3 Findings 3 Introduction 4 Problem Statement 4 Scope 4 Ethics in Advertising 5 History of Offensive Advertising 6 The Alleged Offensiveness of Advertising 6 The Dale Wurfel Second-hand Cars Advertisement 7 After reading wide on the theory of advertising and what the society considers as offensive, I set off to do a survey using Dale Wurfel Used Vehicles. Luxury German auto-maker BMW's original 2008 ad featured a female model lying on a bed, looking seductively at the camera. Both ads display the same image. This ad features a young blonde woman who is considered a non virgin as the copy reads “You know you are not really the first. But do you really care?” Well, used car owners may not care about buying a used car but I’m sure many women will care that they are being objectified in order to sell used cars. The two images are displayed below. ...
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