UNIT-5

Topic 1
A social and cultural criticism of advertising
● Multiplies the needs
Jo na kharedna ho vo bhi fisul mai le lete hai
● Advertisment Makes product more costly- jitna bhi paisa ad bnane m lgta hai wo
consumer se he liya jata hai
● Create brand monopoly
Koi Jada rich manufacturer hai jo ad pr bohot Paisa lga skta hai wo small competitors ke liye
dikkat karega
● every ad is not creative
Har advertisement creative nhi hota bohot se aid sexual bn rhe h Kai toh aise hai jisme
message he nhi hota (impereal blue ad)
● 5 Ads corrupt mind of youngsters
Yuva logo ke dimaag ko gnda krta hai example- axe wala aid jisme ladki chippak jaati hai
● 6 Misleading consumer
Btate kuch or hai bechte kuch or hai
● Undermine moral values
Naitik mulyo ko piche chod rhe hai
Topic - 2
Ethical issue pertinent to Advertising
1. Reinforce stereotypes
Lakdi car nhi chla skti, male ache baap nhi bn skte etc
2. Use of sexual appeal
3. Hidingh renevant fact
4. Misleading claims
5. Manipulative advertisement
6. Surrogate ads ( indirectly sharab bechna panni ke packet ke tor par)
7. Puffery( bohot Jada tareef krna apne product ki)
Topic 3
AAAI code od conduct
● To benefit Indian consumers and to protect their interests by helping ensure that
advertising is honest and in good taste.
● To benefit Indian advertisers by promoting their sales, increasing their sales and
increasing productivity & profitability, to stimulate business and industrial activity.
● To benefit media by establishing sound business practices between advertisers and
advertising agencies and each of the various media owners.
● To benefit the nation by harnessing advertising for the good of the country, its
institutions, its citizens to co-operate with the Government in promoting its social
objectives and in the task of nation-building.
● To question advertising that is wasteful and extravagant to make it possible for the small
entrepreneur to grow through advertising and to compete with the biggest to encourage
market and media research to serve society by meeting its social responsibilities.
 ● To encourage the interest of young individuals in the business of communication, to
assist in education and training programmes and to provide information of benefit to
members. Non-members are also provided this service for a fee.
● To establish a common platform in building and sustaining the prestige of the advertising
profession and to serve as a spokesman against unwarranted attacks or restrictions on
advertising.
● To establish a forum where representatives of advertisers, advertising agencies, media
owners and Government can meet on mutual ground and examine problems of mutual
concern.
● To offer effective co-operation and liaison with Government officials and bodies for the
purpose of broadening their understanding of the role of advertisers, advertising and
advertising agencies.
● To co-operate with Government bodies in discussion of matters such as taxes, radio and
TV advertising, legislation, political campaign advertising, controls on pharmaceuticals,
tobacco or liquor advertising and other subjects of similar complexity and sensitivity.

Topic 4
Applicable laws in advertising
● Drug and magic remedies Act (1954)
● Drugs And cosmetics Act(1940)
● Copy right Act(1957)
● Cable T.V network Act
● Prasar Bharti Act (1990)
● Trade marks Act (1999)
● Patents Act (1970)

Topic-5
Significance of ethical conduct of perspective of Advertiser
4.4 ADVERTISING ETHICS
Ethics means a set of moral principles which govern a person’s behavior or how an activity is
conducted. And advertising means a mode of communication between a seller and a buyer.
Thus ethics in advertising means a set of well defined principles which govern the ways of
communication taking place between the seller and the buyer. Ethics is the most important
feature of the advertisin industry. Though there are many benefits of advertising, there are also
some points which don’t match the ethical norms of
advertising. An ethical advertisement is one which doesn’t lie, doesn’t make fake or false claims
and is in the limit of decency. Nowadays, ads are more exaggerated and a lot of puffery is used.
Puffery is a promotional statement or claim that expresses subjective views rather than objective
ones. Puffery puts up an exaggerated image of what is being advertised. These views are not to
be taken literally. Sometimes the advertisers
lack knowledge of ethical norms and principles. They just don’t understand and are
unable to decide what is correct and what is wrong.
The main interest for advertisers is to increase their sales, gain more and more
customers, and increase the demand for the product by presenting well-decorated
and colorful advertisements. They claim that their product is the best, having more
unique qualities than the competitors, along with being more cost effective, and
more beneficial. But many of these ads are found to be false, and unethical. They
only serve to mislead customers. The best examples of these types of advertisements
are the ones which show snacks for children. These advertisements use bright colors
and glossy pictures to make the product look attractive to the consumers who are
watching the advertisements on television and convince them to buy the product
without giving a second thought to the nutritional value of the food being shown.
Ethics also depends on what one believes. If the advertisers make the advertisements
on the belief that the customers will understand, think, and then act on their ads,
then this will lead to positive results and the advertisement may not be called
unethical. But at the same time, if advertisers believe that they can fool their
customers by showing impractical things, like “just clicking your fingers will make
your home or office fully furnished” or “just buying a lottery ticket will make you
a millionaire”, then this would be unethical advertising.

● The advertising industry should clearly differentiate editorial and news content from paid
ads to avoid confusing the public.
● All ads should clearly reveal if the researcher has received any payment from the brand.
● Advertisers should use discretion and care depending on the types of advertisements
offered and the target audience.
● Advertisers should safeguard customers’ discretion in marketing communications, and
be straightforward to customers about