Chap 5 Advertising Ethics

8/16/2019 Chap 5 Advertising Ethics

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The Ethics of Advertising


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Commercial Advertising

• Commercial advertising is the

communication between a seller and

potential buyers that is publicly addressed

to a mass audience and is intended to

induce members of this audience to buy

the sellers’ product.


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• Advertisements create desire for the

seller’s product in consumers.

• It creates a belief that the product is a

means of satisfying some desire the buyer

already has


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Psychological effects of advertising

• !ebases the tastes of the public by

presenting irritating and aesthetically

unpleasant displays.

• People are often led to forget the

importance of other" more basic needs

and more realistic ways of achieving self

fulfillment.


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Economic effects of Advertising

• #asteful e$penditure Production andselling costs.

• There is no added utility for the consumer.

• Advertising doesn’t ta%e care of naturalresources and doesn’t teach us how toutili&e it effectively.


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Effects on consumer 'eliefs

• Can be deceptive.

• Can be misleading.

• There can be misbranding

• There can be mislabeling


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Ads that come under the scrutiny of

Ethics

• Ads for health care and beautification

• Ads for vices with fatal effects Tobacco "

Pan masala" Alcohol.• (urrogate Advertisements

• Ads with )uestionable appeals That

e$ploit the emotions and relationships


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• Ads with stereotypical appeals our

fairness creams or *idesign ad.

• Ads that use deception.

• Ads that target children and adolescents.+ITC (unfeast 'iscuits.


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• Ads that cause damage to the ,atural

Environment+Co%e and Pepsi painted the

*imalayas -ed.

• Ads that ma%e false claims um fresh Pi&&a.

• Comparative Ads+ (%irmish between Cavin /areand *00 over their Chi% shampoo


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• Ads that lose focus Pepsi Cappuccino.

• 'ait Advertisements Credit card facilitiesand limits.

• Internet ads


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#ise to avoid

• Palming off+ This occurs when anadvertiser creates the impression that itsgoods or services are those that are

furnished by a competitor.

• Product disparagement occurs when an

advertiser intentionally ma%es false ormisleading negative remar%s aboutcompeting goods and services


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Action ta%en

• 1encing in 2This enables the authority to

bar misleading ads with respect to a

particular product and across all other

unrelated product lines. The adv of

product A could lead to believe that

product ' and C are also great.


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Parties involved in ads3

• The Authors.

• The 4edium

• The Audience.


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0egislations for protecting

consumers in India

• 5678+ The (ales of 9ood Act

• 567:+ The Agricultural Produce ;9radingand 4ar%ing< Act

• 56=8+The !rug and cosmetic Act


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• 56>8+ Emblems and ,ames Act

•56>?+ Indian (tandards Institution Act

• 56>=+ The Essential Commodities Act

• 56>@+The Trade and 4erchandise 4ar%s Act


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• 566+ The 4onopolies and -estrictive

Trade Practices Act

• 56@5+The Air ;Prevention and Control

pollution Act<

• 56@>+ The (tandards of weight and

4easures Act


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• 56@:+ The -ailway Claims Tribunal Act

• 566?+ The (ecurities and E$change 'oard of

India ;(E'I< act

• 5667+Electrical Appliances Act

• ?888+The Information Technology Act


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4-TP Act

• 4-TP Act (tates that false advertisementis a form of unfair and deceptivecommerce

• 4-TP can bar ads that are misleadingeven if true.

• *as the power to order Corrective Ads.


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• Corrective advertising re)uires a business

to run ads that alert consumers to certain

unfavorable facts about a product not

revealed in past advertisement. 0isterinemouth wash++++not a remedy for sore

throat or cold.


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B-egulate yourself" or someone else will

• 0egal actions can be ta%en against

advertisements that

• -idicule caste" race" nationality" colour

and creed.

• 9oes against any provision of the Indian

Constitution.


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• Incite people towards criminal activity"

provocative" cause disorder andor violence in the

country.

• 'reach laws andor glorify obscenity or violence inany form.

• 9lorify terrorism" communal massacres"

criminality and so on.

• -idicule the father of the nation" the national

emblem" part of Constitution or the image of a

national leader or a state dignitary.


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• !epict women in a deprecating manner.

1emales should not be portrayed in a manner

that is obscene" e$ploitative or vulgar.

• !isplay distasteful visual content that goesbeyond the established norms of good taste

and decency.

• E$ploit and encourage social evils li%e childmarriage" bride burning and dowry system


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• *ere are some more ethics and standards

to be followed in advertisements

• 5. Permission will not be granted where

obDects are completely or largely religious

or political in nature. Advertisements

cannot be directed towards any religious

or political end" or to gain mileage of anyform.


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• ?.Any goods or services that are advertised

should not have any defect or deficiencies of

any form declared in the Consumer Protection

Act 56@.• 7. Products should not be portrayed in a way

that misleads the public to infer that the item

has some special" miraculous or a super natural

)uality" which is anyways difficult to prove.

•


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=. Picture and the audible matter of the

advertisement video should not be

e$cessively loud’.

•>. Advertisement should not endanger the

safety of children or produce any sort of

perversion or interest that prompts them to

adopt or imitate unhealthy practices.

•.


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• .Any type of offensive" indecent"

suggestive" vulgar" repulsive themes

andor treatment must be avoided under

all circumstances.


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• 9ood creative advertisement will always

attract people’s attention" but they should

have meaningful visual content. one

shouldn’t have an attitude to play withpeople’s sentiments and emotions.

• -emember" the golden words of !avid

Fgilvy" the famous Ad 9uru" G A goodadvertisement is one which sells the

product without drawing attention to itself


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Documents

Chap 5 Advertising Ethics