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    Ethics in Advertising

    Uploaded by

    ahalyagchandran

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd

    Ethics in Advertising

    Uploaded by

    ahalyagchandran
    36 views22 pages

    Copyright

    © © All Rights Reserved

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    PPTX, PDF, TXT or read online from Scribd

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    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    36 views22 pages

    Ethics in Advertising

    Uploaded by

    ahalyagchandran

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 22

    ETHICS IN

    ADVERTISING
    A s s t . P r o f. S o n u C h e r i a n
    Marketers encounter constant tension between:

    The competitive The fear of crossing


    drive to develop the the line beyond what
    most effective is legal, ethical, and
    attention-grabbing socially acceptable
    messages possible
    ETHICS IN ADVERTISING

    • Ethics in advertising means a set of well defined principles which


    govern the ways of communication taking place between the
    seller and the buyer

    • According to Vilhjalmur Stefansson ,”Ethical advertising uses the


    truth to deceive the public whereas Unethical advertising uses
    falsehoods to deceive the public”

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    ADVERTISING
    Advertisements that are
    • Drive Desire for Unnecessary Products
    • Deceptive
    • Offensive
    • Promote Unhealthy Products
    • Attracting people to consume unhealthy products
    • Create a Sort of Unsatisfied Society

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    WHY ‘ETHICAL’ ADVERTISING?

    •Not to hurt sentiments of the society


    •Maintain a code of conduct
    •Avoid misrepresentation
    •Adhere with social norms
    • Social acceptance
    •Helps in image building

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    Targeting Vulnerable Groups

    Children Elderly

    Targeting
    Vulnerabl
    e Groups

    Developing
    Minorities
    Countries
    ETHICAL ISSUES IN ADVERTISING

    • Concealment of Facts
    • Advertisements Using Children
    • Dangerous Stunts
    • Usage of Inappropriate Stereotypes
    • Subliminal Advertising- communicate more indirect messages than
    direct messages.

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    ETHICAL ISSUES IN ADVERTISING
    • Manipulative Advertising
    • Puffery- exaggerated or false praise.
    • Glorifying Glamorous Looks
    • Surrogate Advertising- substitute - done mainly in the tobacco and
    liquor industry
    • Improper Language Usage
    • Obscene advertisements: nudity, indecent images in advertisements

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    ADVERTISING AND UNTRUTHFUL OR DECEPTIVE

    General mistrust of advertising


    among consumers. Many do not perceive
    ads as honest or believable

    Abuses involving sales promotions such as


    contests, premium offers

    Unethical and/or deceptive practices


    involving mail order, telemarketing and other
    forms of direct marketing

    Internet scams and abuses

    10
    ETHICAL ISSUES IN ADVERTISING
    Drive Desire for unnecessary
    products Offensive products

    • Image source: • Image source: http://www.businessinsider.com/vintage-


    www.deccanchronicle.com sexist-and-racist-ads-2011-6?IR=T#now-see-some-ads-that-
    arent-degrading-and-offensive-27
    ETHICAL ISSUES IN ADVERTISING

    Deceptive Advertisement puffery

    Image Source: http://reviews.financesonline.com/the-art-of-deceptive-advertising-reviewed/


    12
    Advertising and Children
    Children's TV
    Watching Behavior

    Children ages 2-11 80% of all advertising


    watch an average of targeted to children
    22 hours of TV per falls in four
    week and see 30,000 product categories:
    commercials per year
    Toys, cereal, candy &
    fast food restaurants
    ETHICAL ISSUES IN ADVERTISING
    Advertisements using Children Dangerous Stunts
    SOCIAL AND CULTURAL CONSEQUENCES

    Does advertising
    encourage materialism?

    Does advertising make people


    buy things
    they don’t need?

    Is advertising just
    a reflection of society?

    15
    ECONOMIC IMPACT OF ADVERTISING

    Effects on Consumer Choice


    • Differentiation
    • Brand Loyalty

    Effects on Competition
    • Barriers to entry
    • Economies of scale

    Effects on Product Costs and Prices


    • Advertising as an expense that increases the
    cost of products
    • Increased differentiation

    16
    CONT..
    Promote Unhealthy Products
    .
    Create a sort of unsatisfied
    Surrogate Advertising society
    CONT..
    Manipulative
    .
    Glorifying Glamorous looks
    CONT..
    Usage of inappropriate . Subliminal Advertising
    Stereotypes
    CONTROLLING BODY TO CHECK ETHICAL ISSUES IN
    INDIAN ADVERTISING

    • Advertising Agencies Association of India (AAAI)


    • Advertising Standard Council of India (ASCI)

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    20
    ADVERTISING STANDARD COUNCIL OF INDIA
    • Advertising Standard Council of India.
    • Self Regulatory Organization (SRO)
    • The objectives of ASCI are to make sure advertisers and
    advertisements are
    • Truthful and Honest
    • Not offensive
    • Not hazardous to society
    • Fair with competitors

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    21
    THANK YOU
    SUBTITLE GOES HERE

    22

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