Advertising and Society

Part 1: Foundations Chapter 3

Chapter Outline
I. Chapter Key Points II. Advertising’s Social Role III. Review and Regulation of Advertising IV. Advertising’s Regulatory Environment V. Media Review of Advertising VI. Self-Regulation VII. Advertising Ethics VIII.Determining What is Ethical
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Key Points • Discuss the shape-versus-mirror debate • Analyze the legal topics that guide advertising practice • List the key regulatory agencies and their responsibilities • Explain the way the advertising industry regulates itself • Critique the key ethical issues that challenge the practice of advertising • Outline three ways to determine if an advertising decision is ethical 3-3 .

Advertising’s Societal Role • Does advertising create a materialistic culture or does it simply reflect it? – Critics believe that advertising has the power to shape social trends and the way people think and act – Advertising professionals believe advertising mirrors values rather than sets them • Advertising can potentially shape and mirror values 3-4 .

Review and Regulation of Advertising Copyright Protection • Trademark • Copyright First Amendment • Commercial speech • Only truthful commercial speech is protected. not misleading or deceptive statements 3-5 .

Advertising’s Regulatory Environment Federal Trade Commission • Deceptive advertising • Regulating deception • Regulating substantiation • Remedies for deception and unfair advertising misleads customers by making claims that are false 3-6 .

Advertising’s Regulatory Environment Federal Trade Commission • Regulating deception • Regulating substantiation • Remedies for deception and unfair advertising • The advertiser should have a reasonable basis for making a product claim 3-7 .

Advertising’s Regulatory Environment Federal Trade Commission • Regulating deception • Regulating substantiation • Remedies for deception and unfair advertising • Consent Decrees • Cease-and-Desist Orders • Corrective Advertising • Consumer Redress • Advertising Agency Legal Responsibility 3-8 .

and advertising for food and drugs • Watchdog for drug advertising • Can issue and revoke licenses to broadcasting stations • Can ban messages that are deceptive or in poor taste 3-9 . ingredient listings.Advertising’s Regulatory Environment Food and Drug Administration Federal Comm. Commission • Oversees package labeling.

Advertising’s Regulatory Environment Other Regulatory Bodies International Regulations • Bureau of Alcohol.S. Postal Service • States’ Attorneys General • Marketing practices vary in legal and regulatory restrictions • International advertisers should have someone in the country who knows the local laws 3-10 . and Firearms • U. Tobacco.

Media Review of Advertising • The media attempts to regulate advertising by screening and rejecting ads • The First Amendment gives any publisher the right to refuse to publish • The Advertising Review Council designed the standards and guidelines used by major television networks 3-11 .

Self-Regulation • Self-discipline • Industry selfregulation • Self-regulation with outside help • Most advertisers and agencies have in-house review procedures • Every element of a proposed ad should be evaluated by an inhouse committee or lawyers 3-12 .

Self-Regulation • Self-discipline • Industry selfregulation • Self-regulation with outside help • National Advertising Review Council – National Advertising Division – National Advertising Review Board • Negotiates voluntary withdrawal of deceptive advertising 3-13 .

Self-Regulation • Self-discipline • Industry selfregulation • Self-regulation with outside help • Local Groups • Consumer Groups 3-14 .

Advertising Ethics • A set of moral principles that guide actions and create a sense of responsible behavior • Six key issues 1. Misleading claims and other message strategies 6. Stereotyping 3. Targeting children 5. Poor taste and offensive advertising 2. Body and self image 4. Controversial products 3-15 .

Advertising Ethics Poor Taste/Offensive • Advertisers and media outlets must try to be sensitive to consumer objections • Creating guidelines for good taste is difficult • Sex in advertising Reinforcing Stereotypes • Diversity Issues • Gender Roles • Racial and Ethnic Stereotypes • Senior Citizens 3-16 .

Advertising Ethics Body and Self Image • Self-image advertising can contribute to selfimprovement • Can also lead to dangerous practices • Advertising mirrors and shapes the standard of attractiveness Children • One of the most controversial topics in the industry • Children are unable to evaluate advertising messages and make purchasing decisions 3-17 .

misleading. or deceptive Controversial Products • Though it is acceptable to advertise these products.Advertising Ethics Misleading Claims • Advertising claims are unethical if they are false. it is still offensive to some 3-18 .

Determining What is Ethical • The social ethic • The professional ethic • The personal ethic • The “Golden Rule” • Social responsibility motivates a business to make a positive impact on society 3-19 .

Determining What is Ethical • The social ethic • The professional ethic • The personal ethic • Industry standards help with a decision about what is ethically correct • A code of standards identifies how professionals should respond when facing an ethical dilemma 3-20 .

Determining What is Ethical • The social ethic • The professional ethic • The personal ethic • Personal judgment and moral reasoning rests on an intuitive sense of right and wrong • Advertising professionals must be aware of industry standards as well as ethical questions 3-21 .