Group Members: Preeti Gusain Shweta Singh Pradip Gupta Sujit Kumar Vinay Tiwari

Ethics
The rules of conduct recognized in respect to a particular class of human actions or a particular group, culture, etc. That branch of dealing with values relating to human conduct with respect to the rightness and wrongness of certain actions and to the goodness and badness of the motives and ends of such actions.

Advertising
The American Marketing Association has adopted the following as a definition of advertising. "Any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor."

Ethics in Ads
y They sell us dreams, entice us into confusing

dreams with reality. y They pander to our desires for things that are bad for us. y They manipulate us into wanting things we don't really need. by Geoffrey Klempner
[This is taken from the article commissioned in 2004 by the Cardiff Centre for Ethics, Law and Society. It is anthologized in Advertising Ethics: Indian Perspectives Le Magnus University Press 2005 and also in Ethics, Law and Society Volume 2, Jennifer Gunning and Soren Holm Eds., Ashgate 2006.]

The most controversial Ad in India

Surrogate Advertising
Surrogate advertising is advertising which embeds a brand or product message inside an advertisement which is ostensibly used for another brand or product.

Why surrogate advertising?

y There are a number of reasons for companies to use surrogate advertising. One of the most common reasons is to circumvent a ban on direct advertisements of particular products. Many nations have laws restricting alcohol and tobacco advertising, for example, so companies use surrogate advertising to market their products. y Techniques used might include advertising another product with the same brand name, sponsoring community events, issuing public service announcements, or sponsoring sports teams. All of these activities technically do not violate the ban on direct advertising, but they still get consumers familiar with the company's branding.

Marlboro Man
The Marlboro Man is a figure used in tobacco advertising campaign for Marlboro cigarettes. In the United States, where the campaign originated, it was used from 1954 to 1999. The Marlboro Man was first conceived by Leo Burnett in 1954. The image involves a rugged cowboy or cowboys, in nature with only a cigarette. The advertisements were originally conceived as a way to popularize filtered cigarettes, which at the time were considered feminine. The Marlboro advertising campaign, created by Leo Burnett Worldwide, is said to be one of the most brilliant advertisement campaigns of all time. It transformed a feminine campaign, with the slogan "Mild as May", into one that was masculine, in a matter of months. Although there were many Marlboro Men, the cowboy proved to be the most popular. This led to the "Marlboro Cowboy" and "Marlboro Country" campaigns.