- [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
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
1999 -- All Rights Reserved