chap 5 advertising ethics
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The Ethics of Advertising
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Commercial Advertising
• Commercial advertising is the
communication between a seller and
potential buyers that is publicly addressed
to a mass audience and is intended to
induce members of this audience to buy
the sellers’ product.
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• Advertisements create desire for the
seller’s product in consumers.
• It creates a belief that the product is a
means of satisfying some desire the buyer
already has
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Psychological effects of advertising
• !ebases the tastes of the public by
presenting irritating and aesthetically
unpleasant displays.
• People are often led to forget the
importance of other" more basic needs
and more realistic ways of achieving self
fulfillment.
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Economic effects of Advertising
• #asteful e$penditure Production andselling costs.
• There is no added utility for the consumer.
• Advertising doesn’t ta%e care of naturalresources and doesn’t teach us how toutili&e it effectively.
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Effects on consumer 'eliefs
• Can be deceptive.
• Can be misleading.
• There can be misbranding
• There can be mislabeling
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Ads that come under the scrutiny of
Ethics
• Ads for health care and beautification
• Ads for vices with fatal effects Tobacco "
Pan masala" Alcohol.• (urrogate Advertisements
• Ads with )uestionable appeals That
e$ploit the emotions and relationships
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• Ads with stereotypical appeals our
fairness creams or *idesign ad.
• Ads that use deception.
• Ads that target children and adolescents.+ITC (unfeast 'iscuits.
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• Ads that cause damage to the ,atural
Environment+Co%e and Pepsi painted the
*imalayas -ed.
• Ads that ma%e false claims um fresh Pi&&a.
• Comparative Ads+ (%irmish between Cavin /areand *00 over their Chi% shampoo
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• Ads that lose focus Pepsi Cappuccino.
• 'ait Advertisements Credit card facilitiesand limits.
• Internet ads
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#ise to avoid
• Palming off+ This occurs when anadvertiser creates the impression that itsgoods or services are those that are
furnished by a competitor.
• Product disparagement occurs when an
advertiser intentionally ma%es false ormisleading negative remar%s aboutcompeting goods and services
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Action ta%en
• 1encing in 2This enables the authority to
bar misleading ads with respect to a
particular product and across all other
unrelated product lines. The adv of
product A could lead to believe that
product ' and C are also great.
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Parties involved in ads3
• The Authors.
• The 4edium
• The Audience.
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0egislations for protecting
consumers in India
• 5678+ The (ales of 9ood Act
• 567:+ The Agricultural Produce ;9radingand 4ar%ing< Act
• 56=8+The !rug and cosmetic Act
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• 56>8+ Emblems and ,ames Act
•56>?+ Indian (tandards Institution Act
• 56>=+ The Essential Commodities Act
• 56>@+The Trade and 4erchandise 4ar%s Act
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• 566+ The 4onopolies and -estrictive
Trade Practices Act
• 56@5+The Air ;Prevention and Control
pollution Act<
• 56@>+ The (tandards of weight and
4easures Act
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• 56@:+ The -ailway Claims Tribunal Act
• 566?+ The (ecurities and E$change 'oard of
India ;(E'I< act
• 5667+Electrical Appliances Act
• ?888+The Information Technology Act
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4-TP Act
• 4-TP Act (tates that false advertisementis a form of unfair and deceptivecommerce
• 4-TP can bar ads that are misleadingeven if true.
• *as the power to order Corrective Ads.
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• Corrective advertising re)uires a business
to run ads that alert consumers to certain
unfavorable facts about a product not
revealed in past advertisement. 0isterinemouth wash++++not a remedy for sore
throat or cold.
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B-egulate yourself" or someone else will
• 0egal actions can be ta%en against
advertisements that
• -idicule caste" race" nationality" colour
and creed.
• 9oes against any provision of the Indian
Constitution.
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• Incite people towards criminal activity"
provocative" cause disorder andor violence in the
country.
• 'reach laws andor glorify obscenity or violence inany form.
• 9lorify terrorism" communal massacres"
criminality and so on.
• -idicule the father of the nation" the national
emblem" part of Constitution or the image of a
national leader or a state dignitary.
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• !epict women in a deprecating manner.
1emales should not be portrayed in a manner
that is obscene" e$ploitative or vulgar.
• !isplay distasteful visual content that goesbeyond the established norms of good taste
and decency.
• E$ploit and encourage social evils li%e childmarriage" bride burning and dowry system
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• *ere are some more ethics and standards
to be followed in advertisements
• 5. Permission will not be granted where
obDects are completely or largely religious
or political in nature. Advertisements
cannot be directed towards any religious
or political end" or to gain mileage of anyform.
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• ?.Any goods or services that are advertised
should not have any defect or deficiencies of
any form declared in the Consumer Protection
Act 56@.• 7. Products should not be portrayed in a way
that misleads the public to infer that the item
has some special" miraculous or a super natural
)uality" which is anyways difficult to prove.
•
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=. Picture and the audible matter of the
advertisement video should not be
e$cessively loud’.
•>. Advertisement should not endanger the
safety of children or produce any sort of
perversion or interest that prompts them to
adopt or imitate unhealthy practices.
•.
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• .Any type of offensive" indecent"
suggestive" vulgar" repulsive themes
andor treatment must be avoided under
all circumstances.
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• 9ood creative advertisement will always
attract people’s attention" but they should
have meaningful visual content. one
shouldn’t have an attitude to play withpeople’s sentiments and emotions.
• -emember" the golden words of !avid
Fgilvy" the famous Ad 9uru" G A goodadvertisement is one which sells the
product without drawing attention to itself
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