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Project
On
Ethical Aspect
Of
Advertisement

Submitted To: - Submitted


By:-
MS. Ruchi gupta Kamal
gupta
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P.O.-
225
B.Com.(H)-1st
Year
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ADVERTISEMENT DEFINED:-
Advertising is any paid form of non-personal
presentation and promotion of ideas, goods and services
an identified sponsor.

Features:-

1: Any paid form


2: Non-personal
3: Goods, services and ideas
4: Identified sponsor

Objectives:-
Main objectives of advertisement are listed below:
To introduce new product in the market, to
increase sales, to meet competition, to support
personal selling, Etc.

ETHICAL ASPECT OF ADVERTISEMENT:-


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When we talk about ethical aspect of


advertisement we come to know it is both ethical
and unethical in nature.
We talk about both of them one by one in detail.

ETHICAL ADVERTISEMENT:-
Advertisement termed as ethical due to it’s
significances to various interest group which was
described below.

To manufactures:-
1: Demand creation of new products
2: Helpful in facing competition
3: Increase in sales and profit
4: Promotes new uses of the products

To customers:-
1: Knowledge of new products
2: Lower prices
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3: Convenient in purchasing. It helps customers to


purchase because by it customers take decision in
advance while purchasing any product.

To salesmen:-
Advertisement sustains to salesmen because
half of the work of salesmen is done by
advertisement. Information about the product’s
features, uses, etc. is given to customers in
advance.

To society:-
1: Employment generation
2: Advertisement sustains press.
3: Increase the standard of living. It provides new
products to the society and also helps in
developing new uses of the products.
4: Creates healthy competition. When company
gets its products advertised it seeks to improve its
quality and lower its prices.

UNETHICAL ADVERTISEMENT:-
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Advertisement termed as unethical due to its


harmful effects and unethical advertisement
practices in which advertisement gives wrong
messages.
Advertisement may be termed as unethical in
the following cases:-

1: Advertisement sometimes conceals the facts.


They do not mention such type of information,
knowledge of their product which makes them less
desirable. E.g. adds of detergents powders in which
information of harmful chemical was concealed.

2: Some advertisements are deceiving. Promises


made by advertisements are not actually given
by products. E.g. like advertisements of fairness
products, etc.
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3: Advertisement is of stereotyping which is a


misrepresentation of reality. Due to this a basic
thinking is established in the minds of people about
any group

4: Advertisement sometimes connects products


with some important feelings. E.g. like Tata salt
desh ka namak, buland bharat ki buland awaj
hamara Bajaj, etc.

5: Advertisements of some products are prohibited


by government but advertisers use surrogate
advertisement to advertise their products. E.g. like
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R & W bravery awards, Seagram’s mega movies,


etc.

6: some times Advertisements portrait wrong


image of women. Some advertisement shows
women as weaker sex, mindless, sex object,
confused, etc.

HARMFUL EFFECTS OF ADVERTISEMENT:-


1: HIGHER PRICE: advertising involves large
expenditure. This amount is added to the cost of
production which increases the total cost and cost
per unit.

2: ARTIFICIAL NEEDS: Advertisements encourage


people to buy the products which they don’t want
and sometimes cannot effort. So, it creates
artificial needs.
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3: MISREPRESENTATION OF FACTS: it has been


experience that almost all the advertisement
manages explain benefit of products in expanded
way which is not enjoyed by the consumers in full.

4: DIFFICULTY IN MAKING DECISION: advertisement


has made it difficult for the customers to make the
selection because so, many brands and varieties
are advertised and it is difficult for the consumers
that what popular brand is better.

5: WASTAGE OF NATURAL AND NATIONAL


RESOURCES: advertisement involves heavy waste
of natural and national resources. Resources which
can be employed in creating new industries are
wasted.

6: PROMOTION OF SUB STANDARD PRODUCT:


advertisement promotes substandard products
because due to the power of advertisement cheap,
substandard products are promoted.

CONCLUTION: -
However as a conclusion we can say despite the
negative aspects of advertisement,
advertisement is a useful tool of marketing.
Its drawbacks could be removed if the people
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and the government keep a watch on the


advertisers. People should satisfy themselves
about the claims made by the producer
before they purchase his products. The
manufacturers or the advertisers should also
avoid wasteful advertising and keep
advertising expenditure within limits. They
should also follow the ethical standards while
advertising their products.
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