top-rated free essay

advertisement

By priya1093 Oct 03, 2014 649 Words
Ethical Issues in Advertising
Ethical Advertising means doing what the advertiser and the advertiser’s peers believe is morally right in a given situation. Social responsibility means doing what the society views as best for the welfare of the people in general or for a specific community of people. Together, ethics and social responsibility can be seen as the moral obligation of advertisers not to violate our basic economic assumptions even when there is no legal obligation. Advertising is defined as a paid non personal communication about an organisation and its products that is transmitted to a target audience through a mass medium. Advertising is widely criticized due to exaggerated claims, outright falsehoods, lack of taste, irritating repetition and offensive character. Advertising promotes the culture of consumerism, and manipulates human motivations and desires and develops a need for goods with which the public has been unfamiliar at one point of time. Major Controversies in Advertising

The Tobacco Advertising Controversy
While tobacco is a legal product, the harm created by smoking ends up killing or disabling more than half a million people annually. In 1998, a landmark judgement was passed on the marketing activities undertaken by tobacco companies which banned them from using any form of outdoor advertising such as posters, bill boards, sponsorship of events, advertising to children. The Issue of Advertising to children

Advertising to children poses different challenges. It promotes superficiality and excessive materialism among them. Children those belonging to the age group of 2-11 on an average they watch about 21.5 hrs of Television per week. Children are inexperienced and hence they are easily lured into advertisements. It promotes persuasiveness among children and this can create child parent conflicts. While most children and parents jointly make decisions, children use their pester power to get parents to buy them products by getting persuaded through advertising. To promote responsible children’s advertising the Children’s Advertising Review Unit(CARU) provides a general advisory service for advertisers and agencies and offers guidelines to them. Developed countries are far more stricter in their advertising to children, Norway and Sweden for eg do not permit television advertising to be directed to children below the age group of 12 and no advertisements are all allowed during children’s programmes. Germany and Holland prohibit sponsorship of children’s shows.

Truth in Advertising
Advertising in some people’s minds is characterised by what is called puffery. Puffery means exaggerated commendation or hype. Eg Papa Jones Campaign “ Better Ingredients, Better Pizza” Key issues of Debate

1.Deception: This refers not only to the information content in the advertisement, but also those that arise from over emphasis in presentations or omission of some facts which are important to be told to the consumer. Deception creates a misleading impression, also includes making false statements and misrepresentation. These ads convey a false impression and have the potential to deceive or mislead reasonable people.

2.Manipulation: Advertising can manipulate buyers into making a decision against their will or interest. This is done through emotional appeal. It limits the free and informed action, convinces consumers to purchase something that is based on incorrect or inconclusive information. It manipulates consumers into buying things by playing on their emotions and promising greater status and social acceptance.

3.Lack of Taste: Advertising is considered to lack taste when the ads portrayed are offensive, have sexual appeal, violence and promote shock advertising. 4.Negative Advertising: It emphasises the negative attributes of competitors instead of focussing on positive attributes of own products. Eg Horlicks and Complan, Pepsi Vs Thums Up. 5.Unethical Advertising: This occurs when the advertiser promises something that cannot be delivered.

Advertising Stds Council of India or ASCI gives guidelines on how companies must advertise in India. Rules:
1.Should ridicule caste or creed
2.Should not promote terrorism or violence
3.Should not ridicule the national flag
4.Should not ridicule the Father of the nation.
********************************

Cite This Document

Related Documents

  • Offensive (Shock) Advertisement and Its Affect

    ...Shock, Offend and Sell The main goal of advertisement is to attract customers, therefore to sell a product. The methods that advertisers use to achieve this goal are not always pleasant and attractive; moreover the most popular and effective advertisement technique is shock advertisement. Hundreds of advertisements are everywhere around us, in...

    Read More
  • Advertisement

    ...Abstract Everyone is familiar with the term advertisement. In today’s world, advertisement is considered the most vital promotional tool. This term paper is going to focus on advertisement as a television commercial. Television is a very popular media by which a product or service can be introduc...

    Read More
  • Power of Advertisement

    ...Power of advertisement by Roschelle Aguiling What comes into our mind when we hear the word advertisement? You can say; it is about shampoo, whitening soap, dishwashing liquid and all commodities that you can watch in your television. Some will say names of those advertisement king and queens like Sharon Cuneta and Michael V. Some will say ...

    Read More
  • Television Advertisement

    ...Television Advertisement Television advertisement takes an important part of everyday human’s life. Everyday tons of people in America and world watches Television and advertisements. Television advertisements are very common these days. They appear in public where a lot of people can hear and watch. For example, commercials tend ...

    Read More
  • Children in Advertisements

    ...The ever expanding markets for goods and their unchallenged assault through advertisements are flooding the society with information and ideas, attitudes and imagery which is difficult to control and assimilate. This is affecting the young minds to a great extent especially when entertainment is interspersed with commercial messages. Adults m...

    Read More
  • Mobile Advertisement vs Traditional Advertisement

    ...products or advertisements. Promotion is a really important factor for giving consumers images about a product. Traditional advertising plays commercials on TV, but now the way of advertising has changed to mobile advertising. Compared to traditional advertising, mobile advertising is much better, due to the visibility of the advertisements, eff...

    Read More
  • Influence of Puffery Tv Advertisement

    ...TV advertisements of food products on the buying decision of households. The study would be of great importance to TV viewers as it will make them aware about the influence of puffery TV advertisements to their buying decision towards food products. For the readers, the study will broaden their knowledge regarding puffery TV advertisements. For...

    Read More
  • The Influence of Political Advertisement

    ...strategist may focused only on voters’ social identities when designing the look of campaign ads; viewers respond to campaign images based on identity congruence. Instead, voters use the images shown in an ad to make substantive inferences about the candidate, and they incorporate those inferences into their evaluation of the candidate (Shah)....

    Read More

Discover the Best Free Essays on StudyMode

Conquer writer's block once and for all.

High Quality Essays

Our library contains thousands of carefully selected free research papers and essays.

Popular Topics

No matter the topic you're researching, chances are we have it covered.