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TABLE OF CONTENT

Sr. No. TOPIC Page No.
1. Introduction
2. Objectives
3. Scope of the Study
4. Research Methodology
5. Data Analysis & Interpretation
6. Findings
7. Limitations of the Study
8. Conclusion
9. Reference

including television. the world and themselves. . For these purposes. prompted by the increasing importance of advertising attention should be given to positive contributions that advertising can and does make. using media as its vehicle. and are heard in telephone hold messages and in-store public address systems. audio and printed information. advertisements sometimes embed their persuasive message with factual information. In today’s society. especially in regard to their values and their ways of choosing and behaving. services or ideas by identified sponsors through the various media. The importance of advertising is “steadily on the increase in modern society. on the sides of buses. to note ethical and moral problems that advertising can and does raise. powerful force shaping attitudes and behavior in today’s world. to suggest certain steps for the consideration of those professionally involved in advertising. Advertising is often placed by an advertising agency on behalf of a company or other organization. the Internet and billboards. as well as for others in the private sector. and. Every major medium is used to deliver these messages. Now. radio. cinema. magazines. Many advertisements are designed to generate increased consumption of those products and services through the creation and reinforcement of "brand image" and "brand loyalty". video games. Advertisements are often placed anywhere an audience can easily or frequently access visual. to point to moral principles that apply to this field.” Just as the media of social communication itself has enormous influence everywhere. advertising has a profound impact on how people understand life. is a pervasive. newspapers. so advertising. finally. In other words advertising is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. INTRODUCTION WHAT IS ADVERTISING Advertising is the non personal communication of information usually paid for and usually persuasive in nature about products. Advertisements are seen on the seats of shopping carts. on the walls of an airport walkway.

the absence from advertising of certain racial and ethnic groups in some multi-racial or multi-ethnic societies can help to create problems of image and identity. especially among those neglected. so that. Making allowance for the differences among the different kinds and methods of advertising. and — while these purposes are distinguishable — both very often are simultaneously present. does act as a mirror. like the media of social communications in general.’ phenomenon — or it can be very complex. it is a technique or instrument employed by one or both of these. As that suggests. This often is true of religious media as well as commercial media. it is a mirror that helps shape the reality it reflects. though. promoting some while ignoring others. advertising aimed at children raises some technical and moral issues significantly different from those raised by advertising aimed at competent adults. for example. we intend what follows to be applicable to them all. and causes. Advertising can be very simple — a local. group. or entity). Advertisers are selective about the values and attitudes to be fostered and encouraged. This selectivity gives the lie to the notion that advertising does no more than reflect the surrounding culture. public service advertising on behalf of various institutions. For their part. advertising has two basic purposes: to inform and to persuade. Advertising also has an indirect but powerful impact on society through its influence on media. programs. an advertisement is simply a public notice meant to convey information and invite patronage or some other response. even? Neighbourhood. But. For example. It differs according to its intended audience. It cannot be said that advertising simply mirrors the attitudes and values of the surrounding culture. and the . involving sophisticated research and multimedia campaigns that span the globe. also like media in general. advertising itself is of several different kinds: commercial advertising for products and services. Many publications and broadcasting operations depend on advertising revenue for survival. of course. and — a phenomenon of growing importance today — political advertising in the interests of parties and candidates. and the almost inevitable impression in commercial advertising that an abundance of possessions leads to happiness and fulfillment can be both misleading and frustrating. and sometimes it presents a distorted image of reality. Advertising is not the same as marketing (the complex of commercial functions involved in transferring goods from producers and consumers) or public relations (the systematic effort to create a favourable public impression or image’ of some person. In many cases. Not only are many different media and techniques employed in advertising. In general terms. No doubt advertising. advertisers naturally seek to reach audiences. The field of advertising is extremely broad and diverse.

No one now can escape the influence of advertising. The benefits of advertising can briefly be stated as follows- BENEFITS TO BUSINESSES  Meets Competition . BENEFITS OF ADVERTISING Enormous human and material resources are devoted to advertising.media. Advertising is everywhere in today’s world. a culture other people affected for good or ill by advertising messages and techniques of every sort. This economic dependency of media and the power it confers upon advertisers carries with it serious responsibilities for both. Even people who are not themselves exposed to particular forms of advertising confront a society.Since advertising leads to a steady demand for goods as it persuades people to purchase the goods  Creates Economies of Scale – With the help of advertising there is a reduction of dependence on middlemen which significantly reduces the cost of distribution therefore production increases and economies of scale can be achieved  Builds Goodwill – Advertising also leads to an increase in the goodwill of a firm BENEFITS TO CUSTOMERS  Awareness – Advertising leads to awareness about goods in the market among the customers  Convenience in Shopping – As customers already know about the features and prices of the products there is convenience in shopping  Quality Products – Firms must back their advertisements with quality products if they are to be successful . striving to deliver audiences to advertisers.As advertising informs the public about the presence of goods and persuades them to purchase them it leads to creation of sales  Steady Demand .In the increasingly competitive business environment advertising helps businessmen to stay abreast with competition  Creates Sales . must shape their content so to attract audiences of the size and demographic composition sought.

Therefore while advertising the advertisers must bear in mind the ethical values linked with advertising. messages concerning health and education. of patriotism. advertisers have an opportunity to exert a positive influence on decisions about media content. of tolerance. The 1st chapter has introduced the subject matter of advertising. benevolent social institutions. MORAL AND RELIGIOUS BENEFITS OF ADVERTISING In many cases. No doubt advertising today effects everybody’s life – young.there is a sense of satisfaction derived by the customer BENEFITS TO SOCIETY  Advertising creates employment opportunities for the society  Advertising also sustains the press  Advertising also leads to Research and Development as there is an incentive to progress CULTURAL BENEFITS Because of the impact advertising has on media that depend on it for revenue. constructive and helpful messages that educate and motivate people in a variety of beneficial ways. aesthetic and moral quality presented with the public interest in view.  Satisfaction – after purchasing the product when the customer sees that the product contains all the features that were advertised . these ethical values play a very vital role in our life . and particularly by encouraging and making possible media presentations which are oriented to minorities whose needs might otherwise go unserved. tasteful and entertaining. Moreover. Therefore the ill effects and the ethical values related to advertising is the subject matter of my next chapter. old and infants. advertising can itself contribute to the betterment of society by uplifting and inspiring people and motivating them to act in ways that benefit themselves and others. This they do by supporting material of excellent intellectual. its benefits. Some advertisements are instances of popular art. including those of a religious nature. . compassion and neighborly service. use advertising to communicate their messages — messages of faith. too. with a vivacity and élan all their own. Advertising can brighten lives simply by being witty. of charity toward the needy.

It is important to know the negative impacts of advertising before understanding the requirement of ethics in advertising. Often there are only negligible differences among similar products of different brands. But the abuse is still more grave when consumerist attitudes and values are transmitted by communications media and advertising to developing countries. a tool of the phenomenon of “consumerism”.” status.ETHICS AND THEIR REQUIREMENT There is nothing intrinsically good or intrinsically evil about advertising. and often does. fashion. If it can have. the information function of media can be subverted by advertisers’ pressure upon publications or programs not to treat of questions that might prove embarrassing or inconvenient. have a negative. an affront to human dignity and the common good when it occurs in affluent societies. though.. Sometimes.. a direct appeal is made to the consumer’s instincts while ignoring in various ways the reality of the person as intelligent and free then consumer attitudes and life-styles can be created which are objectively improper and often damaging to his/her physical and spiritual health . too. It is true that a judicious use of advertising can stimulate developing countries to improve their standard of living. and the like. Advertising also can be. to convince people to act in certain ways. The practice of “brand”-related advertising can raise serious problems. where they exacerbate socio-economic problems and harm the poor. The negative impacts of advertising are discussed below- ECONOMIC ILL EFFECTS OF ADVERTISING Advertising can betray its role as a source of information by misrepresentation and by withholding relevant facts. advertising is used not simply to inform but to persuade and motivate. This is where particular abuses can occur. to cause people to feel and act upon cravings for items and services they do not need. patronize certain institutions. and often is. and it can be used badly. beneficial results such as those described in the previous chapter. More often.This is a serious abuse.” etc. “sex appeal. If . buy certain products or services. It is a tool. harmful impact on individuals and society . an instrument: it can be used well. it also can.) instead of presenting differences in product quality and price as bases for rational choice. Sometimes advertisers speak of it as part of their task to “create” needs for products and services that is. and advertising may attempt to move people to act on the basis of irrational motives (“brand loyalty. But serious harm can be done to them if advertising and commercial pressure become . and sometimes does have.

as often happens. the dignity and welfare of society’s poorer and weaker members are at stake.so irresponsible that communities seeking to rise from poverty to a reasonable standard of living are persuaded to seek this progress by satisfying wants that have been artificially created. It is necessary always to bear in mind that there are goods which by their very nature cannot and must not be bought or sold” and to avoid “an idolatry’ of the market that. ignores this crucial fact. The result of this is that they waste their resources and neglect their real needs. the task of countries attempting to develop types of market economies that serve human needs and interests after decades under centralized. . The problem is particularly acute when. Similarly. aided and abetted by advertising. state-controlled systems is made more difficult by advertising that promotes consumerist attitudes and values offensive to human dignity and the common good. and genuine development falls behind.

OBJECTIVES OF THE STUDY TO STUDY ON THE ETICS IN ADVERTISING .

SCOPE OF THE STUDY THE SCOPE OF THE STUDY IS LIMITED TO SACONDARY DATA ONLY .

LIMITATION OF THE STUDY  Time was less  Less Accuracy of Data  Based on Secondary Data RESEARCH METHODOLOGY .

journals. . newspapers and websites. magazines.DATA COLLECTION METHODS USED Secondary data is being collected through various sources such as books.

Question: How do you prefer to receive advertising? Print 40 TV 30 .DATA ANLAYSIS 1. Question: How much do ethical issues in advertising A LOT 50 Somewhat 20 Not Much 10 Not at all 20 2.

Radio 5 Mobile 25 3. Question: What kind of ads do you like? .

Funny 10 Creative 40 Unique 20 Informative 30 .

4. Question: how does an advertisement affect you? Recall 20 Positive Impression 25 Interest 25 Desire to Purchase 30 .

5 Question: How long does the impact of an advertisement last on you One Day 20 Few Hours 25 One Week 25 One Month 30 .

FINDINGS  .

 Yet it also can do. grave harm to individuals and to the common good REFERENCES . CONCLUSION  Advertising is an important element in today's society. especially in the functioning of a market economy. and often does. which is becoming more and more widespread.

Prabhu. New Delhi. NCAER Rural Infrastructure Report. Biyani Omprakash “Business Ethics nd communic tion “S Chand Publishing House. PP151-162. 3. Prabakaran S. “Business Ethics nd Corpor te Govern nce “Excel Book House.1. Jain. “Ethics in Business nd M n gement “Himalaya Publishing House. “Consumer Protection in India Microfinance: Lessons from Andhra Pradesh and the Microfinance Bill. ( 2008) “Rural Marketing: Text and Cases’’ by Excel Books 6. 2010.k. (2007). Siddhartha Raut (2005) “The Rural Marketing Book” by Dreamtech Press. . Mathur.” Economic and Political Weekly. PP15-35. U. Mumbai. V. Ghate. New Delhi : NCAER 7.P. 2007 5. March 31.C. Pradeep Kashyap. New Delhi.. Banerjee. 4. R. 2010. 2. 2008.