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Scenario 15-5 Starting in Late 2010, Shoppers at a Number of Bloom

question 6

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Scenario 15-5
Starting in late 2010, shoppers at a number of Bloom supermarkets will be able to watch commercials on small notebook-sized monitors as they stroll through the aisles. The devices, or 3GTV's as creator Automated Media Services calls them, will advertise products nearby ranging from macaroni noodles to peanut butter. The mini-televisions are part of a pilot program in nine of the grocer's locations in Maryland and Virginia to test the effectiveness of commercials at the point-of-purchase. Advertisers, which are growing increasingly frustrated by TiVo and DirectTV's fast-forwarding capabilities, will be able to pitch consumers at what Automated believes is the most crucial point in the sale process. The new technology could help grocery stores such as Bloom save money on circulars, but the transition will likely not come without conflict. Before the first 3GTV was even activated, one coalition group argued that the system would undercut parental authority by causing children to lobby for the product being advertised.(Danielle Douglas, "Bloom to Try Out In-Store TV Advertising System." Washington Post, November 1, 2010.)
-(Scenario 15-5) Advertisements on the 3GTV's will likely be rotating on a very frequent basis. In fact, no one ad will be shown for any longer than one or two months at a time. These ads are known as

Definitions:

Erik Olin Wright

An American sociologist known for his work on class structure, social stratification, and alternatives to capitalist economies.

Marx

Karl Marx, a 19th-century philosopher, economist, and socialist, known for his critique of capitalism and theory of historical materialism.

Class Analysis

The study of the social and economic divisions within society, particularly regarding social class and inequality.

Stratification

The arrangement or classification of society into layers or classes based on factors like wealth, occupation, or race.