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Advertising Ethics and Viewers Perception Towards Surrogate Advertising

Advertising Ethics and Viewers Perception Towards Surrogate Advertising

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Published by Srijith Shivan

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Published by: Srijith Shivan on May 30, 2011
Copyright:Attribution Non-commercial

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02/21/2014

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Advertising ethics and consumer perception towards surrogate advertising
Advertising Ethics and viewer’s perceptiontowards Surrogate Advertisements
1
 
Advertising ethics and consumer perception towards surrogate advertising
SECTION I
SYNOPSIS…
“It's difficult to digest that an industry which is allowed to sell its products, is banned  from advertising the same products, despite the fact that the commercials carry healthwarning, advising the customers to use the product in temperance.”
- Prof. Atul Tandan, Director, Mudra Institute of Communications, in July 2002.
2
 
Advertising ethics and consumer perception towards surrogate advertisingWE live in a complex world where we respond in extreme ways to what we view asextreme pressures. The ethical debate rages around surrogate mothers. Yet it is difficultto deny they perform a great service for those who use them.Closer home, surrogate advertising has been around ever since someone decided thatcertain things were probably not good in the interests of the community at large.Who is anyone to decide whether I can sip my daily quota of what started off as
eau devie
, or the water of life and then rapidly transformed itself into its present day avatar,Scotch? People have spent years perfecting a heavenly blend of spirits, and imparted to itthe smoky flavour that could come only from the peat of Scotland and the pristineHighland water. Several others have made
methode champenoise
into a fine art and havesucceeded in bottling the very soul of France in green bottles that, when uncorked, seemto scream celebration.Who has the right to decide if I can deeply inhale the rich aroma and full-bodied flavour of carefully rolled Virginia tobacco? Every time I nonchalantly put one of those sticks tomy lips I feel I have mounted a wild mustang and I am riding down the lonely mountaintrails of Colorado.It is legal to manufacture liquor and cigarettes or 
beedis
. It is legal to sell cigarettes atevery roadside stall, even to unsuspecting children. It is illegal to advertise it.And that is precisely why you have to live with surrogate advertising.Remember the television commercial where every sip of some mysterious amber liquidmade the front of a beautiful lady's dress go lower and lower? Remember the commercialwhere a golf fanatic tried a difficult putt into an overturned glass inside an aircraft?Remember the `Keep Walking' series of advertising? Well, surprise, surprise. They werereally not for apple juice or business case studies or cocktail stirrers. They were the resultof a market reality where a manufacturer who has the right to sell his products does nothave the right to advertise it.3

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