Adv to Minorities

8/13/2019 Adv to Minorities

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Advertising Ethics and Minorities

- Racial- Religious- Gender- Ethnic

- Sexualities

- Caste-based

Advertising Ethics for Children and Senior Citizen

Political Advertising

Puffery, Controversial, Subliminal and SurrogateAdvertising

Manipulation of Advertising Research


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Advertising Ethics

Stress importance of moral and values Honest and truthful claims

Fulfill the norms of statutory authorities in advertising

approvals

Follow a value oriented framework

Define purpose: spreading awareness + protect

consumer from economic and physical harm


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Critics say that ads often stereotype E.g. showing elderly people only as senile.

This advertising can reinforce negative or

undesirable views of these groups.

By presenting minorities and women morerealistically, advertisers can significantly expand their

markets for a wide variety of products.

E.g. changes now being seen in ads


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The situation is slowly changing as minority groupsprotest against stereotypes. However, showing more

minority groups is only half the answer. The other

half, perhaps more difficult, is to make their portrayal

realistic.


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Unethical advertising

Degrades or underestimates the substitute orcompetitors product

Gives false or misleading information on the value of

the product

Fails to give useful information on the possiblereaction or side effects of the product

Immoral


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Advertising tobacco and alcohol is not permittedsince consumption of these commodities leads to

adverse medical, social and psychological issues

Direct advertising of tobacco and alcohol has been

prohibited by enforcement of National Legislation


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Sponsorship of sports and movie events (Wills Worldcup, Gold Flake Tennis Tournament, Chivas Regal

Polo Championship, Manikchand Filmfare Awards)

Fashion shows sponsored by liquor brands: Chivas

and Blenders Pride Bravery awards sponsored by tobacco companies


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Racially disadvantaged groups targeted "Smooth Dude" Joe Camel cigarettes campaign by

R.J. Reynolds Tobacco Company

In reply to the Marlboro man. The smooth talker, Ladies

man, nice to kids Pan Parag

Minto Fresh


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Ads and Women

Press Council of India has clear guidelines on theway the media should report on an depict women,

there is a lot of controversy regarding this and many

newspapers are not clear in their own guidelines

while tackling such sensitive issues.

Crime briefs are reported as simple events mostly

unaccompanied by any analysis conveys a sense of

media apathy


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Some part of the blame can be attributed to the system ofeducation has played a central role in moulding theprocess and patterns of uneven development anddisenfranchisement in post colonial India.

English medium education widens, social fractures inIndian society by creating and reinforcing a social,cultural, economic, and discursive divide between theEnglish educated and the majority.

The consequences of allowing globalization to continue

uncontrolled are hard to predict but would certainlyinclude massive and irreversible damage to the culturalethos of developing countries by spreading unrestrictedwesternization.


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The question is how to turn the media into aneffective tool for promoting constructive change and

faithfully representing the multiple roles of the

women today.


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Children and Advertising There is a developing tendency of marketers and advertisers

to employ some form of animation in children's televisionadvertising. This helps them to catch children's attentionduring commercial programming.

The technological advancements, especially in computergraphics, allow a greater flexibility, variability, and creativity inthe elaboration of advertisements. On the other hand, thepractice of taking advantage of the improvements in computeranimation and special effects seem to suggest that marketersmay be experiencing an increasing challenge to capturechildren's attention.

They are therefore compelled to be even more creative,


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Advertising messages designed to capturechildrens imagination, appear on television and

radio, on the internet, at the cinema, in comics and

magazines, on food labels and even at school.

Whilst most parents and many medical, health and

education professionals endorse Government advice

that consumption of fatty, sugary and salty foods

only infrequently and in limited quantities, foodadvertising targeted at children portrays these

unhealthy foods as attractive food choices.


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Commercially crafted words and images promotingfrom unhealthy foods to toys and commercial

vehicles confront todays child wherever the child

may choose to turn, in fact even the commodities &

services like paints & distemper to vacations thatchildren cannot directly need are targeted at them in

hope that they may act as pressure group for

parents.


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Our minds are full of media-derived information andimpressions. We live in a world flooded by media

sounds and images, where politics, government, and

business operate on the assumption that we know

what is going on in the wider world. (This is true incase of population above the age of 18 years.

However, in case of children, perception of reality is

often, as many studies suggest, most prone to be

compromised.)


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Race and Ethnicity

Race refers to a persons physical appearance suchas skin colour, hair colour, bone/jaw structure

Ethnicity refers to cultural factors such as nationality,

culture, ancestry, language and beliefs


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Intel ad


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Instead, the image of six muscular black runnersbowing in front of a white man dressed in business

attire under the headline "maximize the power of

your employees" led to outrage over its parallels to

plantations and slavery


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Ethnic ads


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Political advertising

Political campaign is organized effort to securenomination and election of candidates.

A political ad means an announcement or message

of any form which is broadcast in return of payment

by a candidate in elections. It does not include letters to editors, news or features

articles or editorial comments


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The essential task of political advertising is to gainthe confidence of the people and influence their vote.

Political advertising raises many questions

concerning the funding of political campaigns, the

reality of political claims and the likelihood ofslanderous or libelous claims made by political

candidates.


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Political advertising associated with elections togovernment offices has been the focus of much

consumer and voter criticism.

It is characterized by advertizing in which one

opponent launches a vicious and degrading attack inthe ethics and morals or law breaking behavior of the

other followed by counter attack by his or her

opponent of similar kind.

Freedom of speech is misused here


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Difference between Government advertising

and Political advertising

Government advertising is used to promote theachievements/ schemes of the government

Usually done by the party in power to highlight the

working of the government


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Unlike purely political advertising where a party andits benefactors pay for ads, government advertising

uses public funds to extol the virtues of those in

power. Many billboards in Delhi, for example, are

advertisements by the local government.

This has an insidious political objective. Pure public

interest messaging doesnt need to involve glitzy

media campaigns with mugshots of political leaders.

Even state governments book centerspreads indailies circulated in cities, raising questions over who

their target audience really is.


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Examples


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Surrogate advertising

Brands that sell alcohol, tobacco and other

objectionable substances advertise other products

produced by them in order to retain brand recall.

Surrogate advertisements which adhere to the

prescribed norms are permitted in India.


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Examples

Imperial blue

Kingfisher

Blenders Pride

Chivas


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Puffery

When brands make vague claims about the product

which cannot be proved or disproved.

Superlative degree is used to attract attention

This method is known as "puffery" the advertiser

"puffs up" the product to seem like more than it is.Puffery is not illegal and is a common method used

in advertising.


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examples

This is the best chinese I have ever eaten

The best a man get

The worlds best coffee

The freshest ingredients

The best pizza in town

Best customer service


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Manipulation by Research

2 variables. Manipulating variables leads to skewed

results In some cases unrealistic, unsubstantiated or incorrect

data, projections or evaluations are used

Researchers often ignore what may be an influentialvariable.

When deciding how to interpret data, researchers makechoices that influence the results.

Research is often done to make a point or sway anaudience. Results can be skewed by unethical researchespecially when the group paying for the research has a

vested interest in the results. Research motivated by a group wishing to prove a point

could have adverse effects.


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Controversial advertising

Created to attract the consumers attention

deliberately, rather than inadvertently, startles and

offends its audience by violating norms for social

values and personal ideals

Very bold, explicit, crass

Objectification of women

Violence

Unethical

Believed to be making high impact

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Adv to Minorities