Ethics and Advertisements

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Group Head Moeen Ahmed
Associates Sheikh Dawood
Hassan Rashid
Hafiz Sohail
4/3/2013

Group Head Moeen Ahmed
Associates Sheikh Dawood
Hassan Rashid
Hafiz Sohail
4/3/2013

ETHICAL AND SOCIAL ISSUES IN ADVERTISING-SOCIETY AND CODE OF ETHICS ETHICAL AND SOCIAL ISSUES IN ADVERTISING-SOCIETY AND CODE OF ETHICS

ETHICS – INDIAN VIEW
Indian religion has always been associated with philosophy

The Vedas (about 4000 years old) talked about 4 basic goals of existence * Prosperity
* Satisfaction of desires
* Moral duty
* Salvation
Jain philosophy was based on the principle of non-violence
Buddha focused on compassion and brotherhood

ADVERTISEMENTS
Origin
Derived from Latin word ‘advert ere’ –’to turn’ the attention. * Reader’s Digest
“The act or practice of attracting public notice so as to create interest or induce purchase through any system or method is called advertising.” * American Marketing Association
“Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.” Advertising is a form of communication used to help sell products and services.  * Effective Advertising

Good advertising is no accident, but a result of careful planning and execution.
* Largest generator of revenue in the world economy.
* Advertising is a tool of marketing that disseminates information about a brand. * Pope Paul VI remarked, "No one now can escape the influence of advertising." * Advertisement is a mirror that helps shape the reality it reflects, and sometimes it presents a distorted image of reality * Indirect and powerful impact on society

* Advertising also has an indirect but powerful impact on society through its influence on media.

* Many publications and broadcasting operations depend on advertising revenue for survival. This often is true of religious media as well as commercial media. For their part, advertisers naturally seek to reach audiences; and the media, striving to deliver audiences to advertisers, must shape their content so to attract audiences of the size and demographic composition sought. This economic dependency of media and the power it confers upon advertisers carries with it serious responsibilities for both MEDIA ETHICS

Wikipedia
* Media ethics is the subdivision of applied ethics
* Deals with the specific ethical principles and standards of media * includes broadcast media, film, theatre, the arts, print media and the internet. * Covers varied and highly controversial topics, ranging from war journalism to Benetton Advertising. 3 ETHICAL AND MORAL PRINCIPLES OF ADVERSITEMENTS

* Truthfulness in Advertising
* The Dignity of the Human Person
* Social Responsibility

ADVERTISING-THE CONCEPT
* A paid form
* Non personal communication
* From an identified sponsor
* Using Mass Media
* Persuade or influence viewers/audience
* A unique message
* Reminders

MEDIA DRIVEN SOCIETY

Pakistan India USA
* Free media/speech
* Shift towards liberalism
* Age of Information
* Globalization
* Entertainment
* Develop urge
* Dew-fun seeker-dare-punch

“ THE 5 M’S OF ADVERTISEMENTS”
MISSION
MONEY
MESSAGE
MEDIA
MEASUREMENT
MISSION
MONEY
MESSAGE
MEDIA
MEASUREMENT

MISSION / OBJECTIVES / MOTTO
Informative or Introductive Advertising-educate masses
Apple products , telecom services
Persuasive Advertising-increase demand
Nike campaigns increased sales by 300%
Reminder Advertising-billboards-silent reminders
Pepsi has been advertised continuously over the last 50 years. Reinforcement Advertising - build good will

Automobile ads often depict satisfied customers
MONEY
How much can be spent? ….budget
MESSAGE
Genre of message
MEDIA
A food ad in HEALTH vs....
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