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Presented By: Neha Jain Ruchira Mishra Ananjay Shipstone Ankush Taneja Ayushi Agarwal
Definition of Advertising ± Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideas, or services. It includes the name of a product or service and how that product or service could benefit the consumer, to persuade a target market to purchase or to consume that particular brand. These messages are usually paid for by sponsors and viewed via various media. Advertising can also serve to communicate an idea to a large number of people in an attempt to convince them to take a certain action.
.MARKETING ETHICS Marketing ethics is the area of applied ethics which deals with the moral principles behind the operation and regulation of marketing.
Types of unethical advertisement False Advertising Advertising to Children Shock Advertising Comparative Advertising .
ADVERTISING TO CHILDREN .
Unethical use of children in Advertisements .
National Legislation and Advertising Standards has given the following definition ± ³Advertising to children is the act of marketing or advertising products or services to children.´ .
children¶s ability to nag their parents to buy items which they may not otherwise buy. They are vocal about what they want their parents to buy.Children¶s abilities Pester power. . Today¶s children have more autonomy and power in decision making within the family.
The baby is a new born baby and doesn¶t even know anything about these brands and companies whose logo and names is been painted on it. .
This picture depicts that company¶s didn¶t even leave school buses and turned them also into a commercial billboard. .
SHOCK ADVERTISING .
Vulgarity in Advertisement .
startles and offends its audience by violating norms for social values and personal ideals. rather than inadvertently. or services. Shock advertising or Shockvertising is a type of advertising generally regarded as one that ³deliberately.´ It is the employment in advertising or public relations of "graphic imagery and blunt slogans to highlight" a public policy issue. . goods.
an example of Shock Advertising. This ad of Dolce & Gabbana features a woman in a lewd manner. .
Advertising negatively objectifies women.Women positioning in advertisement Projects an unrealistic ideal of the feminine form. Filtering of advertisement through male lens. . Advertisement creating female insecurities.
False Claim Advertisement .
. False advertising or deceptive advertising is the use of false or misleading statements in advertising.
advertisers still find ways to deceive consumers in ways that are not illegal.False/deceptive advertising False advertising or deceptive advertising is the use of false or misleading statements in advertising. Types of deceptive advertising includes ± ± ± ± Price based deception Surrogate advertising False efficiency suggestions Other methods . False advertising is illegal in most countries. However.
claiming to be limited to only 100 calories per pack. A false claim by the manufacturer .Hostess . This ad shows three types of cakes with cream filling.
In most cases. the fees are hidden in fine print. Hidden fees are frequently used in airline and air travel advertising .Price based deception Service providers often tack on the fees and surcharges that are not disclosed to the customer in the advertised price. One of the most common is for activation of services such as mobile phones.
In such advertising.Surrogate advertising In India. example : the advertisements of Bagpiper Soda. This advertisement was held to be a surrogate advertisement for Bagpiper whiskey . due to severe restrictions on advertising certain products like alcohol. tobacco products and medicines .a whole genre of surrogate advertising has emerged. a brand is endorsed using a product different from the actual product being promoted.
and Parle¶s LMN lemon brand was said to be racist in nature. HUL was pulled up for its Dove Treatment shampoos with false efficacy suggestions.False efficiency FMCG companies like Hindustan Unilever. by the Advertising Standards Council of India (ASCI). Nestle Maggi Ketchup¶s claims of being healthy was found to be misleading. Nestle and Parle Agro have been made to withdraw the TV commercials they aired during the quarter from April to June. .
COMPARITIVE ADVERTISING .
Comparative advertising is an advertisement in which a particular product. or service. . specifically mentions a competitor by name for the express purpose of showing why the competitor is inferior to the product naming it.
The ad shows excessive usage of the Pepsi vending machine and no use of the Coca-Cola vending machine. . This ad portrays the ongoing battle between PepsiCo and The Coca-Cola Company. This is a typical example of Comparative Advertising.