ADVERTISING AND

SOCIETY

Dr. Avantika Singh

CONTENTS
Introduction
Basics of advertising
Ethical issues in advertising
Case example: Fair & Lovely
Regulation for advertising
Conclusion

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INTRODUCTION
Advertising
“Paid form of non-personal presentation and
promotion of ideas, goods or services by an identified
sponsor” (Kotler, 2010)
Objective
To reflect on the relevance of advertising for society

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ADVERTISING: BASICS
Objectives of advertising
Inform
Persuade
Remind

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INFORMATIVE ADVERTISING

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PERSUASIVE ADVERTISING REMINDER ADVERTISING

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ESSENTIALS OF AN
ADVERTISEMENT
To break through the clutter
Gain attention
Communicate well
More entertaining
More imaginative
More rewarding to potential/ actual customers

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STYLES OF ADVERTISEMENTS
Slice of life Lifestyle Fantasy

Mood or image Musical Personality

symbol

Technical Scientific Testimonial or

expertise evidence endorsement

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SELECTION OF MEDIA
Reach
Percentage of people in the target market who are exposed
to the ad campaign during a given period of time
Frequency
How many times is the average person in the target market
exposed to the message
Impact
Qualitative value of a message exposure through a given
medium

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ETHICAL ISSUES IN ADVERTISING
Exaggeration of claims
False claims
Surrogate advertising
Highlighting irrelevant product attributes
Children
Stereotyping
Conveying harmful values
Fear appeals
Sexual themes

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CASE EXAMPLE: FAIR & LOVELY

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REGULATION FOR ADVERTISING
Self-regulation
Advertising Standards Council of India (ASCI)
To promote responsible advertising and instill the
public’s confidence in advertising
Complaint management system
200 complaints against 159 ads (2010)
777 complaints against 190 ads (2011)

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CONCLUSION
Consumer activism
Consumer advocacy
Self-regulation
Voluntary espousal of responsible advertising by
advertisers and media

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Thank You

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