Ethics in Advertising

By:Nishiket Partho

AbhishekKaushik

Anil

Ethics Ethics is a branch of

philosophy that involves systematizing, defending,

and recommending concepts of right and

wrong behaviour.

Ethics in AdvertisingNot all issues can be regulated. A

marketing or promotion action may be legal but not ethical. Marketers must decide the appropriateness of their

actions. Ethics: Moral principles and values

that govern the actions and decisions of an individual or group .

Difference Between Unethical & Ethical Advertising?

Businesses are in the game to make money and advertising can go a long way towards selling a particular product. But as with many human endeavors, advertising can often be harmful as well as helpful and the lines between the two are harder to determine than may first appear. Adhering to an ethical advertising principle means paying close attention to several key distinctions.

HonestyIt sounds absurd, but one can advertise a given

product without resorting to lies. According to Carroll College, ethical advertising respects the truth about

its product. It never distorts the product's capabilities, or hides its defects. Ethical advertising is

also clear about its intentions, refraining from subliminal messages or hidden agendas. Unethical advertising, on the other hand, will often distort or misrepresent its product and well as seek secretive

means of influencing its target audience.

Advertising and Promotion Viewpoints

Creates unnecessary consumer needs and wants Promotes materialism, discontent, and greed More propaganda (lies) than information Encourages higher standard of living

Advertising and Children:

Children's TV Watching Behavior:Children ages 2-11 watch an average of 22 hours of TV per week and see 30,000 commercials per year. 80% of all advertising targeted to children falls in four product categories: Toys, cereal, candy & fast food restaurants

CRITIQUES OF ADVERTISINGPromotes consumerism Creates unrealistic expectations / Encourages dissatisfactionManipulates people (applies knowledge of psychology)Propagates stereotypes (gender, ethnic)Includes offensive messages (controversy, profanity)Glamorizes unhealthy products (tobacco, alcohol, fatty food) Targets vulnerable groups (children, uneducated)Makes misleading claims (implies falsehoods without stating) Presents meaningless product differences as meaningful

Ethical Issues in AdvertisingPuffery & Hype: Exaggerated by legal claims (Everready Batteries: “Nothing outlasts an Eveready battery”Good Taste: Stereotyping (gender, race, ethnicity, age, lifestyle, handicaps, religion)Stealth Advertising: Promotional messages embedded in a story line but not explicitely presented as advertisingAdvertising to Children: Congtroversial products (alcohol, tobacco, gambling)Negative Content: Fear appeals, guilt appeals, threats

Ethical QuestionsWho should/shouldn't be the target of advertising?Who should/shouldn't be exposed to advertising, whether targetted or not?What products, services, or ideas should/shouldn't be advertised?What should/shouldn't be relationship between advertising content and medium?What should/shouldn't be advertisers' obligation to society?

Ethical Challenges for Advertising Practitioners

Treating clients fairlyTreating advertising audiences fairlyCreating honest, non-misleading, socially desirable adsRepresenting healthy, useful, and ethical products, services, and/or ideasTreating supplier, vendors, and media fairlyTreating employees and management of agency fairlyTreating other agencies fairly

ConclusionAdvertisers should make advertisements keeping in mind the ethics of advertisements .They must keep in mind that society is influenced by there advertisements ,so it is there responsibility to make responsible ads which a family can watch by sitting together. Advertisements has great impact on the mind of children's so, its should be made in such a way that it should increase there innovativeness & not to spoil there life by diverting there attention.

THANK YOU