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Re: To finish that...

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Re: To finish that...
by Mike Cohen on May 22, 2008 at 3:45:49 pm

I'm curious, while we are on the subject of car dealers.
Most local car ads are either the Crazy Eddie screaming monster truck style, or manufacturer beauty shots with a donut, or a combination, usually involving the cute children of the dealership owner.

I do not see too many original beauty shot local car ads - aside from the higher cost of production, do car manufacturers have anything to say about how their products are portrayed in advertising that they do not endorse?

For example, if a local Lexus spot has some sweeping shots of the car, the trim, the dash, the tires, the cupholders, etc - these are images of the car - so the spot is selling the Lexus L923x as opposed to promoting the dealership.

Similarly, a local supermarket may run a spot promoting Milano cookies, 2/$4. But what if they have sweeping beauty shots of the Milano cookie, a closeup of the chocolate filling, a shot of someone luxuriously biting into a cookie - then the spot is selling Milano cookies.

In other words, local spots are being made at the dealer's expense to sell a product they do not make, but a product they sell. Is there a difference from a business/IP point of view?

See what I'm asking?

Mike



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