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| BEYOND THE HEDGES: Berkeley, automobile ad on collision course |
|
Officials at the University of California at Berkeley have mixed feelings about
helping sell cars.
An advertisement for Saturn automobiles in the Feb. 10 issue of The New Yorker prominently used the university's name, showed the car on its campus and pictured David Aaker, a business professor, with several of his students. The ad said that being "part of the curriculum" in a university business-school class is "quite an honor." Aaker said he discusses Saturn's business practices in a course he offers and asked the agency that designed the advertisement to include Berkeley's name in it. But Jesus Mena, a university spokesman, said the producers of the advertisement signed a contract promising not to identify the university. Some alumni, he said, have complained that the ad detracts from the university's image. Campus officials, Mena says, have begun an investigation to "figure out exactly where the miscommunication occurred" between the university and the ad's designers. Source: The Chronicle of Higher Education, Feb. 28.
This item appeared in the News section of the March 14, 1997 issue. |
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