[Letter to the Editor]
February 10, 1999
CONTACT: Scott Goold at 505.293.2504
Published in the University of New Mexico's Daily Lobo

Dear Daily Lobo:
On Monday evening, UNM's Southwest Film Center aired a new and revolutionary film by Harold Boihem titled "The Ad and the Ego." The award winning film explored many controversial issues surrounding advertisements in our modern media.

I would like to thank Karla Esquivel-Rael for her excellent review of this work. She provided insightful diretion to this powerful piece.

While Boihem's work is revolutionary, he is wrong on a couple points. He states that his film is especially beneficial for teens "because they will be the next group targeted" by the advertising machine. No Harold, they already are and they have been for some time. Advertisers consider the 12 to 24 age group as the primary market today.

Health policy researchers continue to battle with the tobacco industry over the issue of advertising. The industry continually claims that they target "young adults." So they designate their ads for 18 and 19 year olds, are we to believe there is no effect on 15, 16 and 17 year olds?

Boihem purpose in his film is to educate viewers to become more "conscious of the ads they see." We are urged to practice mental defense against this media onslaught. Great advice for adults, but can we realistically expect this from 14 and 15 year olds?

Scott Goold


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