Date of Award

Winter 12-1998

Document Type

Thesis

Degree Name

Honors College Theses

Department

Marketing

Second Advisor

Dr. Joyce W. O'Rourke

Third Advisor

Dr. Beverly Wade

Abstract

As the entertainment world explodes with the products of new technology and innovation, the difference between reality and fiction often times results in a blur. Computer graphics and story lines all encompass a real-life quality being sold to millions of consumers each day. A billion-dollar industry has resulted from the progress made by technology in the film, music, television, and movie industry. With the steps taken to create such real-life hardship, massacre, and unrest the question is how much have the technology and availability of products containing violent material affected society? Does the responsibility to monitor these products rely on the marketer or consumer? This study will determine the ethics and responsibilities of marketing and advertising and the cause-and-effect of certain techniques aimed at the influencing certain segments. The cause-and-effect will also determine if certain consumer segments are more enticed to purchase or view certain products material. An analytical view utilizing graphs, previous studies, and surveys will also aid in determining the relationship between the consumer and manufacturers when promoting violent material. This process was supported with a survey conducted between 100 college students. Fifty students were from a predominantly white university and the other fifty were surveyed at a predominately black university. The information captured from the segment will be used to analyzes the views and opinions of the college segment. The results were analyzed through an analysis of cross-tabulations of consumer demographics and percentage frequencies.

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