This action might not be possible to undo. Are you sure you want to continue?
Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to take some action. It includes the name of a product or service and how that product or service could benefit the consumer, to persuade potential customers to purchase or to consume that particular brand.
OBJECTIVES OF ADVERTISING!!
To introduce a new product To support personal selling programme To reach people inaccessible to salesman. To enter a new market or attract a new group of customers. To light competition To enhance the goodwill .
SOCIETAL ROLE OF ADVERTISING…
Informs consumers about innovations & issues. Mirrors Fashion & Design Trends Teaches Consumers about new products Helps shape consumer self – image Perpetuates self –expression.
from the salesman's point of view. came into our lives in the '50s. or the idiot box. the television exposed us to media like never before. Since the time span of an advertisement is so less. Needless to say. bringing foreign worlds. Imagine. as it is today known. the advertisement should always be exciting. The television is sometimes said to be one of the most business strategies ever created.CONTROVERSIAL ADVERTISEMENTS!!! The television. fantastic ideas and advertisements to our living room. interesting and get the point through immediately. they would have an entire nation watching and listening closely to every word uttered for a set amount of time. If we marry the concept that . Television advertising is generally a thirty second audio visual clipping telling us the features and advantages of a particular product.
manipulative. untruthful or deceptive ADVERTISING. we get the perfect advertisement. Stereotyping 5. 4.advertisements are always time bound and that human psychology is always attracted to controversy. or other practice that can mislead a significant number of reasonable consumers to their detriment.controversial advertising. omission. WHAT MAKES AN ADVERTISEMENT CONTROVERSIAL? The following factors if in an advertisement make it controversial or may lead to its ban :1. Direct comparison with another competing brand. “Any ad that contains a misrepresentation. Bad taste and offensive advertising eg. not bad advertising. not good advertising. UNTRUTHFUL OR DECEPTIVE ADVERTISING. but perfect advertising . Promoting harmful product 1) MANIPULATIVE. 2. Fear and insecurities 6. . Sexual appeals 3.” An example of such a type of advertisement is the advertisement of MC Donald‟s where it promotes burgers as good diet food.
The comparisons can be implicit (brands implied but not named). It‟s becoming more blatant.2) BAD TASTE & OFFENSIVE ADVERTISING FOR EXAMPLE SEXUAL APPEALS Most often. like sex. or of parity. 3) DIRECT COMPARISON WITH ANOTHER COMPETING BRAND. especially when it‟s not relevant to the product. sexual objects and to an extent personal effects like deodorants. perfumes tip toe on the thin line between intelligent advertising and controversial advertising. A major percentage of advertisements for condoms. An example of such type of advertisement is of levi‟s where the Bollywood actor is getting his jeans unbuttoned from a female. or greater than the comparison brand. the comparisons can be verbal or visual. Comparative advertising is an advertisement in which a particular product. or explicit (brands named). or service. specifically mentions a competitor by name for the express purpose of showing why the competitor is inferior to the product naming it. of superiority on some attributes but not on others. and the claims can be of complete superiority. roughly equal to. . and the advertised brand can have a market share smaller than. the controversy will center around the more baser inclinations.
"It is for the first time in India that the car market is witnessing real change and competition.CASE STUDY ON COMPARITIVE ADVERTISING CAR WAR!!! The car war is intensifying. they resort to unethical media campaigns. and we are positive towards that. deputy managing director. he says. G. there are no prizes for guessing whom the dealers of Hyundai Motors are referring to here." he says." fumes S. company on the roads". As a matter of fact. "And the Hyundai Motors' dealers wouldn't have released such ads without the consent of their principal. "The engine for Matiz was actually developed at Daewoo's German technical center in 1997. "Hyundai Motors is yet to try out 40 per cent of set crast test and 50 kilometers per hour . Daewoo Motors. according to him. chairman. And remember. which introduced the concept in the Indian automobile industry. His advocacy is that such campaigns should be based on relevant facts and authentic facts. "It is unethical on two counts: the values of Indian corporate systems are thrown out and in fair competition." Welcoming healthy competition in the market place. as Hyundai Motors did to us. screamed the ads released by Hyundai Motors dealers some time back in some Hindi publications. While comparative advertising and playing with words like "Santro ends Ikon's Josh" are not new. questioning our future in India makes one wonder about how serious the Hyundai group is about its bid for our parent company. has been giving out wrong information about Matiz. what has stirred the hornet's nest is the series of advertisements released by some Hyundai Motors northern dealers questioning the future of its close competitor. communications & services division. Daewoo Motors India Ltd. don't seem to share his views. no one would woo a buyer by levelling the charge of a competing company going bankrupt. Manufacturers and their dealers fight this time the battle through media campaigns --at times going beyond limits of corporate values --. it will boomerang in the long run. is said to be a serious contender for acquiring Daewoo Motors back home. it was Daewoo Motors. "Such an action is highly deplorable. Korea. "The strange thing is that Hyundai Motors. "Car at your homes. With the Korean conglomerate Daewoo in dire straits back home and in the process of restructuring its operations. At this juncture. "One should not hit below the belt. adds." wonders Awasthi. Awasthi. It didn't happen in Korea nor anywhere in the world. Hyundai Motors. Awasthi is not against comparative advertising per se. According to him. even scouting for partners for its automobile business." Byung Soh Min." But others. in its ads. contrary to what Hyundai Motors claims: that Matiz's engine is of 1980 vintage.
On the other hand. Matiz scores over Santro in terms of engine power.270 units during March. average fuel efficiency. the fight amongst the new manufacturers to gain market share is understandable.000 unit sales band.838 units of Wagon R. While Tata's Indica clocked a sales figure of 7.064 units respectively. our sales graph has been steadily going up."In this scenario. Similarly.(kph) side impact test on its Santro in Europe. unlike others whose graph goes up and down every month. Hyundai Motors' Santro and Daewoo's Matiz registered a sales figure of 6. Common problems include: – Gender stereotypes – Body image and self-image – Racial and ethnic stereotypes – Cultural differences in global advertising – Age-related stereotypes – Advertising to children . all other models are in the 4. Whereas we have done the above successfully. Except for Maruti Udyog's Zen and Tata's Indica. Maruti Udyog sold 7." says Awasthi. A look at the March 2000 sales figures of the small car segment will explain the intense and interesting competition that rages in the segment. fuel flow system…" What such ads clearly show is the car makers' desperation.000-6.510 units of Zen and 4.418 and 6. Given the market trend that Maruti is no longer the first choice of the car buyers. 4) STEREOTYPES • • A stereotype is a representation of a cultural group that emphasizes a trait or traits that may or may not communicate an accurate representation.
Other similar characteristics between alcohol and tobacco are its increasing social acceptability. healthy and adventurous.5) FEAR & INSECURITIES 6) PROMOTING HARMFUL PRODUCTS Advertising promotes cigarettes and alcohol products as targeting as fun loving. Tobacco is the second major common cause of death and the fourth leading risk factor for disease. CASE STUDY ON PROMOTING ALCOHOL & TOBACCO The Background Tobacco and alcohol are public health hazards. economic. While alcohol is the leading risk factor related to the major burden of disease in low mortality . dependence on the product. Tobacco Free Initiative). social and economic impacts. health and environmental factors. Some of these ads are banned to discourage their sales. Alcohol too has adverse medical. psychological. it is injurious to health.5 million deaths a year worldwide (WHO. These products contains Nicotine. aggressive marketing of the product particularly to recruit youth as its consumers. It is responsible for the death of one in ten adults .Tobacco has adverse effects on social.
. and especially heavy consumers. and that bans on alcohol advertising would have adverse effects on the alcohol market and on the media. not total consumption. Privatization and opening up the market to foreign companies dramatically changes the advertising and marketing of alcohol and India lacks alcohol and tobacco control national policies and strategies. as alcoholic drink is a legal product it should be legally possible for it to be advertised. 2002). There is in fact some evidence that bans on alcohol advertising can have beneficial effect on the level of harm. They also argue that bans are not justified as advertising is concerned with promoting sales of individual brands and there is no evidence of a causal link between advertising and the overall level of alcohol consumption or the amount of alcoholrelated harm. By definition. In modern circumstances. association of the product use with glamour and celebrity status and by using direct and indirect advertising. In contemporary India. The Debate about Alcohol and Tobacco Advertising The alcohol and advertising industries argue that. it is also necessary to enable alcohol to compete against other alternative drugs as well as soft drinks. The main counterarguments are that as well as promoting brands. possibly due to economic liberalization of the Indian market.developing countries and the third most prevalent risk factor for leading diseases and injuries in developed countries (WHO. Media has played a leading role in encouraging the use of tobacco and alcohol among the youth through portrayal in congenial social settings. Consumption of tobacco and alcohol in India has been rising. advertising is also concerned with recruiting new drinkers and increasing sales among existing. The arguments regarding alcohol advertising are in most respects parallel to those concerning tobacco advertising. alcohol advertising is one-sided. Intensive advertising and promotion of alcohol appears to sanction and legitimate use of a product which causes high levels of damage to individuals and society. An analysis of internal documents from advertising agencies working for tobacco companies exposed as highly disingenuous the standard tobacco (and alcohol) industry arguments that advertising is only about expanding or protecting brand share. at least in the longer term. tendency of tobacco and alcohol consumption has percolated down to the youth. avoiding any reference to the negative aspects of alcohol consumption. and that if there are any problems industry self-regulation is the answer.
Cable Television Network (Regulation) Amendment Bill. e. Boat racing was . completely prohibits cigarette and alcohol advertisements. Billboard advertising of international and domestic brands of cigarettes and chewable forms of tobacco was a common sight. Sponsorship of sports events and cultural events by tobacco companies were methods of promoting tobacco brand names.ITC. a subsidiary of British American Tobacco) used to sponsor Indian cricket team/matches. The Act Direct advertising of tobacco products was rampant before the enforcement of tobacco control legislation in India. but the ubiquity of alcohol advertising ensures that it can hardly be missed by them.g. The Advertising Codes prohibit the specific targeting of minors. which directly and indirectly promote sale of these products (enacted from September 8. . Billboard advertising of international and domestic brands of cigarettes and chewable forms of tobacco was a common sight. „Wills‟ (brand of Indian Tobacco Company . the evidence is that even young children are aware of alcohol advertisements and tend to remember them. a subsidiary of Phillip Morris). Surrogate Advertising or Brand Stretching was also common.GPI. 2000). Tennis tournaments were sponsored by „Gold Flake‟ cigarette (brand of Godfrey Phillips India Ltd. But now all direct advertising of tobacco products in all media has been prohibited with the Enforcement of National Legislation.Advertising and children Much of the debate concerns the possible effects on children and young people. There is also evidence that underage drinking and the likelihood of alcohol problems in later life are closely related to positive expectations of benefit for alcohol use. Indeed. The Real Scenario In India the Alcohol industry is following exactly the same marketing and promotion tactics and strategies as are employed by the Tobacco Industry globally and especially in developing countries. Trends in Tobacco Advertising and Promotion before the enforcement of tobacco control legislations in India Direct advertising of tobacco products was rampant before the enforcement of tobacco control legislation in India. precisely the expectancies advertising is designed to encourage. Manufacturers further reduce the chances of young people failing to get the message by sponsorship of sports teams and events and music concerts having particular appeal to the young. 2000.
patronized the Filmfare awards ceremony. Surrogate Advertising “Aristocrat” a popular whisky brand is being advertised as Aristocrat Apple Juice. Other sponsored awards and events include: “Smirnoff international fashion award”. a cigarette brand sponsored the „Spirit of freedom concert‟. manufacturers of gutkha (chewing tobacco). “Shaw Wallace” sponsored the Indian open golfing event as the Royal Challenge Indian open and the Kenya cricket team. “Lakme India Fashion Week” was sponsored by Seagram‟s Blenders pride. “Mc. Sponsorship of sports and cultural events is widely being undertaken by alcohol companies in India. Surrogate advertising through brand stretching is a common practice being employed by some tobacco companies. a musical event. “502 Pataka” a popular beedi (local Indian cigarette) brand is now being advertised as 502 Pataka chai (tea). Dowell‟s” is advertised as sodas. Indirect Advertising Teacher‟s whiskey has launched the Teacher‟s Achievement Awards. Polo events and golf were sponsored by „Classic‟ (cigarette brand of ITC). Advertising and Promotion after the enforcement of tobacco control legislations in India All direct advertising of tobacco products in all media has been prohibited with the enforcement of National Legislation. Trends in Alcohol Advertising and Promotion Billboard advertising of international and domestic brands of alcohol through surrogate means is widely being employed by alcohol industry worldwide. “Royal stag” sponsors Indian cricket matches and cricket players. „Charms‟. “Seagram” sponsors events such as “Chivas Regal Polo championships” and “Chivas Regal Invitational golf challenge” for corporates. Advertising paan masala/ mouth fresheners bearing the same brand name as tobacco products is a common practice. “Kingfisher” has packaged water bottles. . „Manikchand‟. The “Red and White” Bravery Awards are organized by GPI to advertise and promote „Red & White” brand of their cigarettes.sponsored by „Four Square‟ cigarettes (brand of GPI). Some alcohol brands have introduced brand promotional items such as: “Haywards 5000” has darting kits.
International research confirming ill effects of second hand smoke helped in influencing people‟s and policy makers‟ opinion related to tobacco control. created a supportive environment to enforce tobacco control measures.“Bacardi” advertises through its Bacardi blast album and also advertises through parties tied up with rediff.com . regional and international levels. Youth led campaigns appealing the government for a comprehensive ban on tobacco advertising through NGOs such as HRIDAY (Health Related Information Dissemination Amongst Youth)-SHAN (Student Health Action Network). Path to alcohol control Regulatory strategies for alcohol control thus will have to be formulated on same lines as tobacco control. This will require initiating efforts for alcohol control at national. Factors Contributing to Global Support for Tobacco Control:Public Outrage Till the time tobacco use was viewed as an individual‟s problem. NGOs played a crucial role in creating a supportive environment. Impact on legislation in India included initiatives such as: the Supreme Court of India banned smoking in public places. people and policy makers maintained a luke warm attitude towards introducing any regulatory measures. .
It is a commitment to honest advertising and to fair competition in the market-place. If this kind of advertising continues. it won‟t be long before statutory regulations and procedures are imposed which make even fair. truthful. This certainly will affect your ability to compete and grow. decent advertising cumbersome if not impossible. false advertising also constitutes unfair competition. and a growing resentment of it. Misleading.HOW ARE ADVERTISEMENTS REGULATED? Laws Government regulations and regulatory bodies Media Industry self regulation Public/community organizations Advertising standards council of India Advertising Standards Council of India is a self regulatory voluntary organization of the advertising industry. WHY SELF-REGULATION IN ADVERTISING In recent years the quantity of false. It could lead to market-place disaster or even litigation. misleading and offensive advertising has resulted in consumers having an increasing disbelief in advertising. the Advertising Standards Council of India (ASCI) (1985) has adopted a Code for Self-Regulation in Advertising. It stands for the .
Fewer false.protection of the legitimate interests of consumers and all concerned with advertising . Not used indiscriminately for the promotion of products. Membership of the ASCI (open only to Firms) entitles you to appoint your nominee to discharge your function as a member. only means more freedom for you to practise your craft or carry on your business effectively. three things will begin to happen. Fewer unfair advertisements 3. to a degree unacceptable to society at large. media. MISSION ASCI has one overarching goal: to maintain and enhance the public's confidence in advertising. including standing for election to the Board of Governors and voting at general meetings. misleading claims 2. effective advertising. you can mould the course of Self-Regulation and participate in the protection of healthy. As a member of ASCI. advertising agencies and others who help in the creation or placement of advertisements. . in the further development of the Code and future appointments to the Consumer Complaints Council (CCC). ASCI seeks to ensure that advertisements conform to its Code for SelfRegulation which requires advertisements to be Truthful and fair to consumers and competitors. through the Board of Governors. As the Code becomes increasingly accepted and observed pro-actively. Increasing respectability Which. Within the bounds of generally accepted standards of public decency and propriety. hazardous or harmful to society or to individuals particularly minors. You can have a say. 1.advertisers.
ASCI encourages the public to COMPLAIN (*) against advertisements with which they may be unhappy for any reason and ensures that each complaint receives a prompt and objective consideration by an impartial committee Consumer Complaints Council (CCC) which takes into account the view point of the advertiser. and an appropriate decision is communicated to all concerned. and the media. advertising agencies and others connected with the creation of advertisements.ASCI propagates its Code and a sense of responsibility for its observance amongst advertisers. ASCI endeavours to achieve compliance with its decisions through reasoned persuasion and the power of public opinion. Effects of Advertising on Values and Lifestyle .
Harmful products such as alcohol & tobacco should not be promoted as they have a very negative impact on the youth. Sexual appeals can be used but keeping in mind that vulgarity is not being depicted. Everything has it pros & cons. The ad should not hurt the sentiments of any individual or religion. . Advertisers should be careful while preparing their ads as these ads have a direct impact on the society. Companies using comparative advertising should make the ads in accordance with the rules of the ASCI.CONCLUSION Advertising attracts as much criticism by promoting socially harmful products like. This will ensure more effective advertisements for them as well as will reduce the cost which could be incurred if the ad is banned. Advertising is most effective tool for promoting products but now these days many unethical things are shown through ads. It creates awareness & if made properly advertisements can prove to be a useful tool in marketing & promoting the sales of the products. People get influenced by advertisements very quickly therefore the message being conveyed should not mislead the target audience. as well as in making this society a better place to live in. importance of mother‟s milk for baby etc are very sensitive therefore the advertisements for such issues should be dealt with very carefully. Same is the case with advertising. Companies should advertise the product & it s features as it is. Nothing should be hidden. But it has more advantages than disadvantages. social issues such as aids . liquor and cigarettes especially to youth. Newspaper & Television are means of mass reach therefore advertisements in them should be well planned.
This action might not be possible to undo. Are you sure you want to continue?
We've moved you to where you read on your other device.
Get the full title to continue reading from where you left off, or restart the preview.