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Nisha Goyal Rakesh Singh
and the internet . newspapers.ADVERTISING Advertising is a form of communication that attempts to persuade potential customers to purchase or to consume more of a particular brand of product or services Every major medium is used to deliver these messages. magazines. video games. including television. cinema. radio.
society and ethics .INTRODUCTION There is no doubt that advertising attracts all of us in number of ways. these controversies are concerned about the impact of advertising on economy. but there are also number of controversies associated with advertising Generally.
What they communicate? ³The worth of their goods and services´ Contd« .ROLE OF ADVERTISING IN MODERN BUSINESS WORLD Advertising is primarily a means by which sellers communicate to prospective buyers.
g. Denim Jeans etc) . Coke. o Indian society is highly family oriented (example ads: savings for children. we Indians can postpone our own gratification o We are also fun loving (example ads: Lux. and not selforiented o For the sake of our family and others.ADVERTISING AND SOCIETY Advertisements are not just the sellers They reflect the society Whatever is used in society is reflected in advertising e. daughter¶s marriage) o Indian society is people-oriented.
it must honor the norms of social behavior. and should not offend our moral sense ASCI (Advertising Standards Council of India) regulates the advertising in India has the set guidelines .ETHICS IN ADVERTISING Should not mislead the consumer What it promises must be there in the performance of products Ad should not be indecent and obscene As advertising is also a social process.
To ensure that advertisements are not offensive to generally accepted standards of public decency.ASCI GUIDELINES To ensure the truthfulness and honesty of representations and claims made by advertisements and to safeguard against misleading advertising. To safeguard against indiscriminate use of advertising for promotion of products which are regarded as hazardous to society or to individuals to a degree or of a type which is unacceptable to society in large. To ensure that advertisements observe fairness in competition so that consumers need to be informed on choices in the market place and the canons of generally accepted competitive behavior in business are both served. .
ETHICAL ISSUES IN ADVERTISING Advertising is a highly visible business activity and any lapse in ethical standards can often be risky for the company. gambling. Some of the common examples of ethical issues in advertising are give below: Vulgarity/Obscenity used to gain consumers¶ attention Misleading information and deception Puffery Stereotypes Racial issues Controversial products (e.g. tobacco etc) . alcohol.
Other party is usually his competitor or the market leader of that good or service .Comparative Advertising Comparative advertising is advertising where one party advertises his goods or services by comparing them with the goods or services of another party.
you're not OK). I'm more OK).Comparative Advertising Explanation: Don¶t make fun of your competitors products. Positive comparative advertising claimed superiority over the comparison brand in a no derogatory manner (You're OK. comparative advertising was either negative or positive. . Negative comparative advertising featured the advertised brand derogating the comparison brand (I'm OK.
using marketing. principles for the purpose of social benefit rather than for commercial profit. Social advertisiment sells a behaviour change to a targeted group of individuals .Social Advertisement It is a process fro influencing humam behaviour on a large scale.
Features non commercial aimed fro societal benefit performed by goverenment. NGOs. or big corporate use of big and popular people .
Advantages helps in changing the attitude of the people of the society helps change/improve the reputataion of the company .
Social Causes Quit smoking Don¶t smoking Polio Environment wear a life safety jacket while boating pregnant woman should avoid alcohol wear car seat belts which reduces injuries in accident if you smoke than quit Examples:- .
vaguely and generally. 4.´ Using claims or descriptions to exaggerate (³puff up´) a product¶s reputation or appeal New Unique Extra-strength Super-strength 1.Puffery Advertising or other sales representations. 3. or exaggerations. stating no specific facts. which admire the item to be sold with opinions. . 2.
Deception in Advertising Promotional techniques (such as attraction and switch pricing) designed to influence buyers with false or misleading claims Many governments around the world use regulations to control false. deceptive or misleading advertising .
Deceptive Practices Example:Companies may advertise sales at 50% off. the company first marks the product way up and then marks them down 50% so that they still make a profit . However.
This also carries an $11.000 per day per ad penalty if a company violates the law again.Penalties Case & Desist orders:- The FTC can make a company pull an ad or stop a deceptive marketing practice immediately. .
and monetary remedies. This could include monetary payments of millions of dollars.Civil Penalties consumer redress. to giving refunds to consumers who purchased the product Bans In really bad cases of deception. a company may be required to leave the industry .
Unfortunately. . these ideas vary so much that creating general guidelines for good taste in advertising is difficult.Taste & Advertising We all have our own ideas as to what constitutes good taste.
Gender Discrimination Color Discrimination Age Discrimination Religious Discrimination .Stereotyping Stereotyping means over simplified idea of the typical characteristics of a person or a thing Stereotyping is presenting a group of people in an unvarying pattern that lacks individuality.
Ethical issues in Stereotyping This is an Ethical practice for the businesses to advertise the products by gender Business often uses the Age discrimination in advertising the product which is accurately made for the specific age group company¶s Target some of the Religions by their product .
Unethical issues in Stereotyping In advertising to criticize the gender and try to show that the males are more powerful or women are more intelligent personalities Chocolate candy is favorite for children or young age fellows. targeting the old age people if your advertising is directly Hitting the other religions this practice of advertising .
.Advertising to Children Advertising to children is the act of marketing or advertising products or services to children. Greece and Belgium advertising to children is restricted and in Quebec. as defined by national legislation and advertising standards Rules on advertising to children have largely evolved in recent years In the United Kingdom. Sweden and Norway advertising to children under the age of 12 is illegal.
event sponsorship and promotions can also be means to advertise to children . TV. radio and print media.Means of Advertising to Children Traditional media. New media (internet and other electronic media) Packaging. in-store advertising.
Criteria's of their protection not directly exhort minors to buy a product or a service by exploiting their inexperience or credulity. not directly encourage minors to persuade their parents to purcase It shall not unreasonably show minors in dangerous situations .
Tobacco Company Need kids Example: There are several reasons why tobacco companies target children and teenagers. In order to keep profits up. their best bets for these new customers are kids. therefore. Tobacco companies know that very few people begin smoking as adults. new customers need to be recruited to replace the thousands of smokers that die each day. .
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