ETHICS IN ADVERTISING

By,

AishwaryaVikramAparupaPoonam

ADVERTISING - The ConceptA paid form

Non personal Communication

From an identified sponsor

Using mass media

To persuade or influence audience

With a unique message.

ADVERTISING – Types

PRINTAD:

NewspapersMagazines

OUTDOOR AD:

BillboardsKiosksEvents

BROADCAST

AD:Television

RadioInternet

SURROGATE

AD:Indirect Ads

PUBLIC SERVICES

AD:Social Causes

CELEBRITYAD:

Renowned Celebrities

CLASSIFICATION OF OBJECTIVES

Informative advertising

Persuasive advertising

Reminder advertising

Reinforcement advertising

DECEPTIVE ADVERTISING

Claiming that a product can do something that it cannot is a clear-cut case of deception.

It is ethically wrong to show something that doesn't exist

This is the picture by Nike showing the strength of their foot ball but in reality neither the footballs are so huge nor

so powerful

OLDTIMER advertisement is rather funny and unethical becauseSome people will have bad feelings about going inside a human body

There are other agencies and a handful of famous advertising men and women who refuse tobacco or alcohol accounts on ethical grounds. They do not want to be associated with the social ills of products that appear to be as harmful as these. Anti smoking ads are also given to discourage the practice.

ADVERTISING - Ethical aspects

Ethics are the moral standards against which

behavior is judged. Key

areas of debate regarding ethics and advertising

are:

Truth in

advertising

Controversial Advertising

Advertising to childre

n

ADVERTISING – Unethical aspects

Degradedor underestimated the substitute of rival's product.

False or misleading information on the value of the product.

Failsto inform on the possible reaction or side effects of the product.

It is immoral

FACTS and FIGURES

Frequency PercentValid

PercentCumulative

Percent

Valid very high

3 7.5 7.5 7.5

high 9 22.5 22.5 30.0

avg 19 47.5 47.5 77.5

low 7 17.5 17.5 95.0

very low

2 5.0 5.0 100.0

Total 40 100.0 100.0

Frequency PercentValid

PercentCumulative

Percent

Valid yes 23 57.5 57.5 57.5

no 17 42.5 42.5 100.0

Total 40 100.0 100.0

FACTS and FIGURES contd…

Frequency Percent

Valid

Percent

Cumulative

Percent

Valid personal care 3 7.5 7.5 7.5

children 13 32.5 32.5 40.0

comparative 8 20.0 20.0 60.0

disguised 7 17.5 17.5 77.5

emotional 9 22.5 22.5 100.0

Total 40 100.0 100.0

FACTS and FIGURES contd…

Thank You