Book Review on
Ethics and values in advertising
his article explores the issues involved in ethics, and evolving values in advertising by taking some of the case lets in different product categories. The article evolving social culture chances had an impact on advertising executions and issues related to the same. It is also discusses advertising social council of India (ASCI) and its role in present scenario.
Twenty years back, the consumption pattern was different from what it is today. At present there is proliferation of products in the markets. The products are now available in a wide range from multiple requirements like both soaps for dry skin & oily skin
Some of the companies used catchy taglines to endorse their product viz. Example Hindustan lever’s Lux which was called “Sitaaron Ko saabun”. Similarly, other fairness products are adopting undue claims of providing fairness to the users. Clearly the fairness creams and soaps market is witnessing a fierce competition with undue claims through promotional wars.
Dr.RK pandhi, Head of Dermatology AIIMS Delhi says, she never across a medical study that has substantiated such claims. No externally applied cream can change our body color. Witch is not ethical on various fronts like using the products change in complexion and creating hype of getting break in career such as commentator and air hostess. The advertising issues ethical dimensions should take care of the limitation of the extent to which The product usage can change the complexion.
The other important ethical issue is projecting women as sex symbol. For example VIP men’s undergarment ad, a man is shown with lipsticks marks all over the body. Here the ad indirectly/directly And unfairly shown women as stereo type sex symbol. The issue under discussion here is that how far it is ethical and proper to show in irrelevant products. The ad agencies should come these problems in a better manner....
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