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Show DAILY UTAH CHRONICLE Thursday, December 6, 2012 Marketing and advertisments targeting buyers JACKSON continued from Page 4 child with his mistress. He now pays $4,000 per month in child support to the mother of the child, a former staffer. However, that's not the only scandal he's encountered with a member of his staff. Just last November, a former gay staffer and travel assistant named Tommy Bennett, who worked for Jackson's civil rights group Rainbow PUSH, filed a lawsuit against Jackson on terms of sexual harassment and discrimination. According to the brief, Bennett claimed he was forced to do "demeaning and demoralizing tasks, including, but not limited to, escort women to his room after work hours and clean up his room after sexual intercourse with women." In another incident, Bennett was summoned to Jackson's hotel room, where Jackson told him "that he had a rash between his legs. Rev. Jackson instructed Mr. Bennett to go to the drug store to purchase a prescription. Mr. Bennett picked up the prescription and brought it back to his room. Rev. W Opinion Columnist used to develop a profile about you based on your buying habits. Facebook sells our information too, and our internet history is sold to companies to develop ever-more complex buyer profiles. Pandora plays certain ads based on the type of music we listen to. Even political campaigns target voters in this way. If you purchased a Chevy truck, it's fair to assume you are a second amendment advocate. If you bought a hybrid, it is fair to assume you care about the environment. When you see an ad you have to now ask yourself, why am I seeing this? Because we are all part of someone's target market. This seems normal to us. Marketing any other way would be unproductive and inefficient. But it's also scary to think we are profiled in such deep and sensitive ways. Companies are only after profits. At the end of the day, all that matters is their bottom line. Microtargeting pads that bottom line. We are no longer in complete control of our virtual identities — who knows about us, what they know and even what they predict we'll do or like is up for grabs. It is getting to the point that we do not really choose which advertisements we "choose" to watch because they are chosen for us by algorithms and computer programs. Keep consuming, but ask yourself — why do you buy what you do? Do you even have a choice? Jackson was wearing white brief unLeadership Conference on accounts derwear and instructed Mr. Bennett to of "administrative improprieties and apply the cream on his inner thigh. Mr. repeated acts of violation of orgaBennett refused." Jackson also used nizational policy," and, maybe most profane language directed towards relevant of all, accused of profiteering Bennett. Jackson and Rainbow PUSH Dr. King's death for his own fame. From his incredibly racist and denied all allegations. In recent years, Rev. Jackson fell derogatory reference to Jews as under contempt of the Democratic Na- "Hymies," to the racist and dividing tional Committee, after making comlanguage of calling out Obama for ments twice about President Barack "acting like he's white" to carrying out Obama. First, on the 2008 campaign an extramarital affair and fathering a trail, Jackson criticized then-Senator love child, to saying he would like to Obama for "acting like he's white" in castrate the president of the United response to the "Jena 6" arrests. States, Jackson has proven his true Then, in a taped segment supposed character over the years through his to air on The O'Reilly Show, Jackbehavior. son used violent language criticizing For all his work in the early civil Obama's actions, specifically for "talkrights movement, Rev. Jackson has ing down to black folks," and further perpetuated and stoked the fires of the "the senator was cutting off his youracial divide in our country over the know-whats with the black people and last four decades. black churches." So, when we seek to celebrate the Not surprisingly, Jackson was not life of a man who sought to end racasked to speak at either the 2008 or ism, division, violence and injustice, 2012 Democratic National Convention. maybe we should try to find a keynote These are just a few of the scandals speaker who has lived up to these surrounding the Rev. Jesse Jackson. ideals and been part of the solution, or He's been accused of meddling in at least someone who hasn't directly the sale of Obama's senate seat, was been part of the problem. fired from the Southern Christian letters@chronicle.utah.edu .dailyutahchronicle.co T DTHEii , U TAH C HRON ItCL EE v a 3c SEARCHLIGHT =PIC SZ TURF INVITE YOU AND A GUEST TO A SPECIAL ADVANCE SCREENING I • ...0 1.1.1 CC = Cr eL 11. ....) . .. . ,- ' ‘ IV' ,. , 41110111 = 1.1 Mil. ... INN. ' , 1 .,.... . ' ' _. E 1.1J co ■ a LUIGI GHERSI/The Daily Utah Chronicle continued from Page 4 1 -= 1.1.11 icc CC . "" C1 0 ` 2 .,,,,C. 1=' -. CC 1111 7 1- CA / 1 mai ... 4 =_ = -. - '-'=-,.- =._. . ..0 ,1 a ?.r 1 -• i1 _ 1111 7 x .____ IA 0. ■ ts 0 ■ lan.I . z .,_- -41 me•, .4 ,, '---M ',J,' 4.•s' • ''- .A Sign up now %,..m ■.■ --: M. \''t .1al 1 7F--M. 1277 .4a,: ll ie. ' =In 2 t %Inigi . letters@ chronicle.utah.edu 'a= . c. "Z 4 The benefits of Black Friday just don't outweigh its costs. Typically, I find myself forced to work every Black Friday, so I don't shop, nor do I choose not to shop. But I think next year, I will choose to work again and, consequently, not to partake in the nasty habit of buying, buying, buying. letters@ chronicle.utah.edu , 1.2c11 %I. =AD .6-t4, 11. .L.qz._ 1., ,-.0_ ° ' _„m:,.5., ._ . _ i .mr .. ci , BLACK FRIDAY .. e are a consumer society. What we buy is a defining part of who we are. Are you an Apple or Windows kind of person? What kind of car do you drive? What label is on your shirt? These are the questions with which we concern ourselves. We reinforce consumerism as a way of life by praising people for their material possessions. Compliments are given based on what you buy — for example, "I like your shirt," "cool glasses" or "nice shoes." Why do we buy what we buy? We buy clothes because they look good, they are comfortable or — more likely — because that's what everyone around us is wearing — a product of crowd think, no doubt. But that's still not the answer. The capitalist argument could explain our buying habits and consumerist tendencies. We buy the best product for the best price, because that is the nature the capitalist system allows to flourish. But that is not true either. We buy things based on what company markets their products the best. You can have a terrible product paired with an incredible marketing campaign and people will flock to what you're selling. People wear boat shoes in Utah even though we are a land-locked state. Nowadays we are not simply marketed a product, but a promise. For instance, this phone will make your life easier, or if you smell like this girls will fawn over you. The biggest change to marketing is how companies target who they market their product to. Take Netflix for example. Viewers who enjoy a video with Adam Sandler might be targeted with ads featuring Will Ferrell videos. In today's world, when you make a purchase, that information is analyzed and 5 TUESDAY, DECEMBER 11 AT 7PM PLEASE STOP BY DTalEitlitUTAH CHRONICLE Deals for food, entertainment and everything else for students, faculty and staff at the University of Utah. ROOM 321 - OLPIN UNION TO RECEIVE YOUR COMPLIMENTARY SCREENING PASS! THIS FILM IS RATED PG-13. PARENTS STRONGLY CAUTIONED. Some Material May Be Inappropriate For Children Under 13. P ease note: Passes received through this promotion do not guarantee you a seat at the theatre. Seating is on a first come, first served basis, except for members of the reviewing press. Theatre is overbooked to ensure a full house. No admittance once screening has begun. All federal, state and local regulations apply. A recipient of tickets assumes any and all risks related to use of ticket, and accepts any restrictions required by ticket provider. 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