‘ADVERTISING ETHICS AND SOCIAL RESPONSIBILITY’

‘B.L. AMLANI COLLEGE OF COMMERCE & ECONOMICS’

MA MANEKBEN R. NATHWANI COLLEGE OF ARTS

BUSINESS ETHICS

“ADVERTISING ETHICS AND SOCIAL RESPONSIBILITY”

PRESESENTED TO: PROF.

BY:RUKHSAR KHANSHEHWAR KHANSHRUTI LAMBA

SR.NO CONTENTS

1 Definition of Advertisement

2 Objectives

3 Ethical Behaviour

4 Codes of Ethics

5 Influences on Ethical Behaviour

6 Advertising Strategies

7 Features of Advertising Ethics

8 Frame work of Advertising Ethics

9 Purpose

10 Benefits of Advertising

11 Ethical an Moral Principles

12 Social Responsibility

13 Social Responsibility in Advertising

15 Bibliography

“Advertising has been described as a mode of communication designed with the attempt to convince people to begin or increase the use of a product or service.”

Definition of Advertisement

• Should educate the customer about the product, process, services offered etc.,

• It should help in identifying new customers, retaining existing customer and fulfilling the wants, needs and desires .

• Business enhancement & entering into new demographics.

• It should be healthy, competitive & enjoy the fruit of business.

OBJECTIVES

What is Ethical Behaviour?

Ethics:°standards or moral values that dictate °what is right and wrong°culturally based °formed upon society’s expectations °vary by person, and by situation

As per business firms, ethics is the study of good and evil, Right and wrong and just and unjust actions of businessmen.

Business ethics is a form of applied ethics that examines ethical principles and moral or ethical problems that arise in a business environment. It applies to all aspects of business conduct and is relevant to the conduct of individuals and business organizations as a whole..

ADVERTISING ETHICS:Ø It is an applied philosophical analysis of the nature of advertising in general and of specific ethical issues that arise in advertising.

Ø Includes case studies and refers to current professional codes and practices in the Advertising Industry and contemporary ethical theory.

Ø The values that govern the actions of and individual or group. Not all issues can be regulated. A marketing or promotion action may be legal but not considered ethical. Marketers must make decisions regarding the appropriateness of their actions.

3-9 Influences on Ethical Behaviour

Family Experiences

Personal Code ofEthics

Peer Group

• Celebrity endorsements• Product comparison• Price comparison• Selling a dream or lifestyle• Selling with sex• Selling sentiment

Advertising Strategies

FEATURES OF ADVERTISING ETHICS

A systematic and structured applied philosophical analysis of the nature of advertising.

• An identification and evaluation of specific ethical issues•Provides students with a text that is theoretically sophisticated but practical at the same time.

Comprehensive coverage of the ethics of advertising.

•Gives students knowledge of moral philosophy and professional and practical ethics as well as knowledge and experience of advertising practice.

A rational and ethical decision-making model for identifying and evaluating ethical problems in advertising.

•Encourages more ethical advertising thinking and practice by giving students a better understanding of advertising ethics specifically, and ethics more generally.

FRAMEWORK OF ADVERTISING ETHICS

• Value- oriented framework - honesty ,privacy, transparency

• Stakeholder-oriented framework - consumers ,competitors, society

• Process-oriented framework -research ,price ,promotion ,placement.

• To protect consumers from economic or physical harm

• Introduction of something new ,or of some valuable improvement to an existing service or product

PURPOSE

BENEFITS OF ADVTG ETHICS

• Communication • To make market competitive • Product differentiation

ETHICAL AND MORAL PRINCIPLES

Ø If the media are to be correctly employed, it is essential that all who use them know the principles of the moral order and apply them faithfully in this domain.

Ø The media of social communications have two options, and only two. Either they help human persons to grow in their understanding and practice of what is true and good, or they are destructive forces in conflict with human well being. That is entirely true of advertising.

Ø Those who commission, prepare or disseminate advertising — are morally responsible for what they seek to move people to do; and this is a responsibility also shared by publishers, broadcasting executives, and others in the communications world.

Ø Those who give commercial or political endorsements, to the extent that they are involved in the advertising process.

Ø It is morally wrong to use manipulative, exploitative, corrupt and corrupting methods of persuasion and motivation.

Ø The techniques involved here include showing certain products or forms of behaviour in superficially glamorous settings associated with superficially glamorous people; in extreme cases, it may even involve the use of subliminal messages.

Social responsibility is an ethical ideology or theory that an entity, be it an organization or individual, has an obligation to act to benefit society at large. Social responsibility is a duty every individual or organization has to perform so as to maintain a balance between the economy and the ecosystem. A trade-off always[ exists between economic development, in the material sense, and the welfare of the society and environment. Social responsibility means sustaining the equilibrium between the two.

This responsibility can be passive, by avoiding engaging in socially harmful acts, or active, by performing activities that directly advance social goals

Social Responsibility in Advertising

Many corporations strive to appeal to audiences in any way that works within the limits of the law. Some corporations and advertisement agencies feel this is justified. However, other corporations and audiences feel advertisers should have a deeper sense of social responsibility, developing their own sets of ethics that take into consideration the values of their society. Many questions about social responsibility in advertising don't have a clear answer, but depend on the beliefs of the corporation and its audience

Difference Between an Advertiser's Ethics & Social ResponsibilityIt would be unethical to advertise an inappropriate home as perfect for someone.Some cynics would say advertising ethics do not exist, but the truth is that advertisers are quite serious about being ethical. To most, this means being as honest and truthful as possible. Social responsibility refers to doing the right thing for society. A socially responsible advertiser thinks about the consequences of its advertising on society, and often donates advertising dollars for causes that benefit society.

www.wikipedia.comwww.google.comBusiness Ethics text bookNewspapers Magazines

BIBLIOGRAPHY