ETHICS IN ETHICS IN ADVERTISINGADVERTISING BY,BY,

ARATHYARATHY

ANASANAS

ANITAANITA

ANOOPANOOP

ALANAALANA

Advertising is a form of communication that Advertising is a form of communication that typically attempts to persuade potential typically attempts to persuade potential customers to purchase or to consume more of a customers to purchase or to consume more of a particular brand of product or service. ...particular brand of product or service. ... a public promotion of some product or service a public promotion of some product or service

the business of drawing public attention to the business of drawing public attention to goods and services goods and services

TYPES OF ADVERTISING:TYPES OF ADVERTISING: Media: Media: Commercial advertising media include Commercial advertising media include

wall paintings, , radio, cinema and television adverts, , , radio, cinema and television adverts, web banners, mobile telephone screens, shopping , mobile telephone screens, shopping carts, web carts, web popups, , skywriting, bus stop benches, , bus stop benches, magazines, newspapers, town criers, sides of buses, magazines, newspapers, town criers, sides of buses, banners attached to or sides of airplanes ("banners attached to or sides of airplanes ("logojets"), "), in-flight advertisements on on seatback tray tables or or overhead storage bins, taxicab doors, roof mounts overhead storage bins, taxicab doors, roof mounts and and passenger screens, musical stage shows, , musical stage shows, subway platforms and trains, elastic bands on subway platforms and trains, elastic bands on disposable diapers, stickers on apples in disposable diapers, stickers on apples in supermarkets, supermarkets, shopping cart handles……

TelevisionTelevision commercials:The TV com mercial is generally commercials:The TV com mercial is generally considered the most effective mass-market advertising considered the most effective mass-market advertising format.The annual format.The annual Super Bowl football game in the game in the United States is known as the most prominent United States is known as the most prominent advertising event on television.advertising event on television.

InfomercialsInfomercials: : There are two types of There are two types of infomercials, , described as long form and short form. Long form described as long form and short form. Long form infomercials have a time length of 30 minutes. Short infomercials have a time length of 30 minutes. Short form infomercials are 30 seconds to two minutes long. form infomercials are 30 seconds to two minutes long. Infomercials are also known as Infomercials are also known as direct response television (DRTV) commercials or (DRTV) commercials or direct response marketing..

Celebrities:This type of advertising focuses upon using Celebrities:This type of advertising focuses upon using celebrity power, fame, money, popularity to gain recognition celebrity power, fame, money, popularity to gain recognition for their products and promote specific stores or products.for their products and promote specific stores or products.MEDIAS OF ADVERTISING:MEDIAS OF ADVERTISING:

Some commercial advertising Some commercial advertising media include: include: billboards, s, printed printed flyers, , radio, , cinema and and television ads, ads, web banners, , skywriting, , bus stop benches, magazines, newspapers, town benches, magazines, newspapers, town criers, sides of buses, taxicab doors and roof mounts, elastic criers, sides of buses, taxicab doors and roof mounts, elastic bands on disposable diapers, the opening section of bands on disposable diapers, the opening section of streaming audio and video, and the backs of event tickets. streaming audio and video, and the backs of event tickets. Any place an "identified" sponsor pays to deliver their Any place an "identified" sponsor pays to deliver their message through a medium is advertising. Covert advertising message through a medium is advertising. Covert advertising embedded in other entertainment media is known as product embedded in other entertainment media is known as product placement.placement.

Ethics in Strategy FormulationEthics in Strategy Formulation

Advertisement persuade the people to buy Advertisement persuade the people to buy their products.their products.

It sometime entertain or educate the It sometime entertain or educate the people.people.

Some advertisers use slippery tactics.Some advertisers use slippery tactics.

The Question is that : are these strategies The Question is that : are these strategies are ethical ?are ethical ?

Do the companies having the obligation to Do the companies having the obligation to tell the truth or does the goal of selling the tell the truth or does the goal of selling the product override such ethical concerns ?product override such ethical concerns ?

Advertising strategiesAdvertising strategies

When advertising a product, advertisers When advertising a product, advertisers will use several methods .will use several methods .

Most popular ones are:Most popular ones are:Celebrity endorsements Celebrity endorsements Product comparison.Product comparison.Price comparison.Price comparison.Selling a dream or life style.Selling a dream or life style.

Obviously, some strategies have the ability to be more subjective Obviously, some strategies have the ability to be more subjective than others. For example, when using the strategy of “selling a than others. For example, when using the strategy of “selling a lifestyle”, many businesses will work hard to create a brand image. lifestyle”, many businesses will work hard to create a brand image. That image may be associated with status, lifestyle, or success. That image may be associated with status, lifestyle, or success. When selling a product with that brand, advertisers will then focus When selling a product with that brand, advertisers will then focus on selling that image. It may not necessarily have anything to do on selling that image. It may not necessarily have anything to do with the real value or quality of the product itself. The customer is with the real value or quality of the product itself. The customer is simply buying the name and the concepts that go along with it. simply buying the name and the concepts that go along with it. However, owning that product will likely not truly change the reality However, owning that product will likely not truly change the reality of the consumer’s status. Is it therefore ethical to sell the image of the consumer’s status. Is it therefore ethical to sell the image instead of the product? Is it truthful?instead of the product? Is it truthful?

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

The techniques involved in advertising certain products The techniques involved in advertising certain products like glamorous settings associated with superficially like glamorous settings associated with superficially glamorous people. glamorous people.

Another important aspect is it relies on false information.Another important aspect is it relies on false information.

Principles that are particularly relevant to Principles that are particularly relevant to advertising areadvertising are

truthfulness ,truthfulness , the dignity of the human person,the dignity of the human person, and social responsibilityand social responsibility

Ethical ConcernsEthical Concerns

Advertising typically plays upon emotions. It uses Advertising typically plays upon emotions. It uses desire to lure people into the purchase. Creating that desire to lure people into the purchase. Creating that desire is a task that requires a certain amount of desire is a task that requires a certain amount of illusion. Advertisers must create a scenario that illusion. Advertisers must create a scenario that heightens the consumer’s emotional state. No matter heightens the consumer’s emotional state. No matter what strategy they use, they are always building a what strategy they use, they are always building a fantasy – one in which the consumer’s life is better fantasy – one in which the consumer’s life is better because of the productbecause of the product..

BENEFITS OF BENEFITS OF ADVERTISINGADVERTISING

Economic Benefits of Economic Benefits of AdvertisingAdvertising

Advertising can play an important role in the Advertising can play an important role in the process by which an economic system guided process by which an economic system guided by moral norms contributes to human by moral norms contributes to human development. development.

It is a necessary part of the functioning of It is a necessary part of the functioning of modern market economies.modern market economies.

Advertising can be a useful tool for sustaining Advertising can be a useful tool for sustaining honest and ethically responsible competition that honest and ethically responsible competition that contributes to economic growth in the service of contributes to economic growth in the service of authentic human development. authentic human development.

Advertising informs people about the Advertising informs people about the availability of rationally desirable new availability of rationally desirable new products and services and improvements products and services and improvements in existing ones, helping them to make in existing ones, helping them to make informed, contributing to efficiency and the informed, contributing to efficiency and the lowering of prices, and stimulating lowering of prices, and stimulating economic progress through the expansion economic progress through the expansion of business and trade. of business and trade.

All of this can contribute to the creation of All of this can contribute to the creation of new jobs, higher incomes and a more new jobs, higher incomes and a more decent and humane way of life for all. decent and humane way of life for all.

Benefits of Political AdvertisingBenefits of Political Advertising

Political advertising can make its Political advertising can make its contribution by informing people about the contribution by informing people about the ideas and policy proposals of parties and ideas and policy proposals of parties and candidates, including new candidates not candidates, including new candidates not previously known to the public. previously known to the public.

Political advertising can make a Political advertising can make a contribution to democracy analogous to its contribution to democracy analogous to its contribution to economic well being in a contribution to economic well being in a market system guided by moral norms. market system guided by moral norms.

Cultural Benefits of AdvertisingCultural Benefits of Advertising

Advertising can itself contribute to the Advertising can itself contribute to the betterment of society by uplifting and betterment of society by uplifting and inspiring people and motivating them to inspiring people and motivating them to act in ways that benefit themselves and act in ways that benefit themselves and others. others.

Advertising can brighten lives simply by Advertising can brighten lives simply by being witty, tasteful and entertaining. being witty, tasteful and entertaining.

Moral and Religious Benefits of Moral and Religious Benefits of AdvertisingAdvertising

In many cases, too, benevolent social In many cases, too, benevolent social institutions, including those of a religious institutions, including those of a religious nature, use advertising to communicate nature, use advertising to communicate their messages. their messages.

Messages of faith, of patriotism, of Messages of faith, of patriotism, of tolerance, messages concerning health tolerance, messages concerning health and education, constructive and helpful and education, constructive and helpful messages that educate and motivate messages that educate and motivate people in a variety of beneficial ways.people in a variety of beneficial ways.

THE HARM DONE BY THE HARM DONE BY ADVERTISINGADVERTISING

a) Economic Harms of Advertisinga) Economic Harms of Advertising

Advertising can betray its role as a source of information Advertising can betray its role as a source of information by misrepresentation and by with holding relevant factsby misrepresentation and by with holding relevant facts

The practice of "brand"-related advertising can raise The practice of "brand"-related advertising can raise serious problems. Often there are only negligible serious problems. Often there are only negligible differences among similar products of different brands, differences among similar products of different brands, and advertising may attempt to move people to act on and advertising may attempt to move people to act on the basis of irrational motives ("brand loyalty," status, the basis of irrational motives ("brand loyalty," status, fashion, "sex appeal," etc.) instead of presenting fashion, "sex appeal," etc.) instead of presenting differences in product quality and price as bases for differences in product quality and price as bases for rational choice.rational choice.

It makes consumers forget abt there needs n only think It makes consumers forget abt there needs n only think abt their wants, which makes them spend moreabt their wants, which makes them spend more

b) Harms of Political Advertisingb) Harms of Political Advertising

for example, the costs of advertising limit political for example, the costs of advertising limit political competition to wealthy candidates or groups, or require competition to wealthy candidates or groups, or require that office-seekers compromise their integrity and that office-seekers compromise their integrity and independence by over-dependence on special interests independence by over-dependence on special interests for funds.for funds.

instead of being a vehicle for honest expositions of instead of being a vehicle for honest expositions of candidates' views and records,political advertising seeks candidates' views and records,political advertising seeks to distort the views and records of opponents and to distort the views and records of opponents and unjustly attacks their reputations.unjustly attacks their reputations.

c) Cultural Harms of Advertisingc) Cultural Harms of Advertising

In the competition to attract ever larger audiences and In the competition to attract ever larger audiences and deliver them to advertisers, communicators can find deliver them to advertisers, communicators can find themselves tempted — in fact pressured, subtly or not so themselves tempted — in fact pressured, subtly or not so subtly — to set aside high artistic and moral standards and subtly — to set aside high artistic and moral standards and lapse into superficiality, tawdriness and moral squalorlapse into superficiality, tawdriness and moral squalor

Communicators also can find themselves tempted to ignore Communicators also can find themselves tempted to ignore the educational and social needs of certain segments of the the educational and social needs of certain segments of the audience — the very young, the very old, the poor — who audience — the very young, the very old, the poor — who do not match the demographic patterns (age, education, do not match the demographic patterns (age, education, income, habits of buying and consuming, etc.) of the kinds income, habits of buying and consuming, etc.) of the kinds of audiences advertisers want to reachof audiences advertisers want to reach

Exploitation of women by advertisements:-Exploitation of women by advertisements:-

objects whose purpose is to satisfy others' objects whose purpose is to satisfy others' appetite for pleasure or for powerappetite for pleasure or for power

the role of woman as wife and mother the role of woman as wife and mother undervalued or even ridiculedundervalued or even ridiculed

the role of women in business or professional the role of women in business or professional life depicted as a masculine caricaturelife depicted as a masculine caricature

d) Moral and Religious Harms of Advertisingd) Moral and Religious Harms of Advertising

it deliberately appeals to such motives such as envy, it deliberately appeals to such motives such as envy, status seeking and lust. status seeking and lust.

some advertisers consciously seek to shock and titillate some advertisers consciously seek to shock and titillate by exploiting content of a morbid, perverse, pornographic by exploiting content of a morbid, perverse, pornographic nature.nature.

the communications media have made pornography and the communications media have made pornography and violence accessible to a vastly expanded audience, violence accessible to a vastly expanded audience, including young people and even children, and a including young people and even children, and a problem which at one time was confined mainly to problem which at one time was confined mainly to wealthy countries has now begun, via the wealthy countries has now begun, via the communications media, to corrupt moral values in communications media, to corrupt moral values in developing nations.developing nations.

commercial advertisers sometimes include religious commercial advertisers sometimes include religious themes or use religious images or personages to sell themes or use religious images or personages to sell products. It is possible to do this in tasteful, acceptable products. It is possible to do this in tasteful, acceptable ways, but the practice is obnoxious and offensive way.ways, but the practice is obnoxious and offensive way.

EXAMPLESEXAMPLES

companies try all sorts of tactics to get our attention and companies try all sorts of tactics to get our attention and money.money.

Some examples of illegal tricks involve the old Some examples of illegal tricks involve the old bait and bait and switchswitch. This tactic requires placing an ad for an item at . This tactic requires placing an ad for an item at tremendous value. Upon reaching the store, the tremendous value. Upon reaching the store, the shoppers finds that the item is "no longer available" and shoppers finds that the item is "no longer available" and in order to alleviate their sorrow at missing the deal they in order to alleviate their sorrow at missing the deal they are directed to a similar item that, while not as good of a are directed to a similar item that, while not as good of a bargain (sometimes no bargain at all) closely matches bargain (sometimes no bargain at all) closely matches what they came in for.what they came in for.

An example would be an ad for a brand new An example would be an ad for a brand new computer with DVD, cd-writer and free software computer with DVD, cd-writer and free software for only $600. What a bargain! As soon as you for only $600. What a bargain! As soon as you inquire: "I'm sorry, we're all sold out of that inquire: "I'm sorry, we're all sold out of that amazing deal, but since you need a computer, I amazing deal, but since you need a computer, I can show you this one. It only has half as much can show you this one. It only has half as much processing power, ram or hard drive. If you need processing power, ram or hard drive. If you need the DVD, I can have one installed for only $99..." the DVD, I can have one installed for only $99..." and off you go being sold an item that you didn't and off you go being sold an item that you didn't initially wantinitially want

Children who are enticed through advertising to believe Children who are enticed through advertising to believe that Pokemon Cereal is something they must have. The that Pokemon Cereal is something they must have. The advertisers’ claim that this sugar-laden, almost non-nutrient advertisers’ claim that this sugar-laden, almost non-nutrient product is “part of a nutritious breakfast” is misleading. product is “part of a nutritious breakfast” is misleading. Children who are allowed to consume sugary foods usually Children who are allowed to consume sugary foods usually do so at the expense of eating other, more nutritious foods do so at the expense of eating other, more nutritious foods (Zoll, 2001). As such, their health suffers. This applies to (Zoll, 2001). As such, their health suffers. This applies to advertising for chips, soda pop, and numerous other “junk advertising for chips, soda pop, and numerous other “junk foods”. Children simply can’t differentiate between healthy foods”. Children simply can’t differentiate between healthy foods and those that have little nutritional value, but they foods and those that have little nutritional value, but they are pushed by the media to see those foods as “the best are pushed by the media to see those foods as “the best choice”. This is truly unethical.choice”. This is truly unethical.

Alltel also hired people to go into public Alltel also hired people to go into public chat rooms on the Internet and ask about chat rooms on the Internet and ask about the new Alltel product Boomerang. Once the new Alltel product Boomerang. Once again the large corporation used human again the large corporation used human nature of curiosity to sell the productnature of curiosity to sell the product

the collective, experiential and logical the collective, experiential and logical evidence makes it more likely that evidence makes it more likely that advertising and promotional activities do advertising and promotional activities do stimulate cigarette consumption stimulate cigarette consumption Encourages children and young adults to Encourages children and young adults to experiment tobaccoexperiment tobacco

ConclusionConclusion

Advertising is an important element in Advertising is an important element in today's society, especially in the today's society, especially in the functioning of a market economy, which is functioning of a market economy, which is becoming more and more widespread.becoming more and more widespread.

Yet it also can do, and often does, grave Yet it also can do, and often does, grave harm to individuals and to the common harm to individuals and to the common goodgood

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