Advertising: Ethics & Social Responsibility

Class Objectives

Debate the validity of the various social criticisms of advertising

Explain the difference between social responsibility and ethics in advertising

Society and Ethics: Effects of Advertising

Ethical advertising can . . .

• inform consumers of product availability

• imbue products with personality

• create jobs & improve standards of living

• Inspire and mobilize consumers around issues & non-profits

• foster the free press

Society and Ethics:Effects of Advertising

On the other hand, advertising can:

• be dangerous if misleading

• promote unhealthy products

• encourage conformity

• glorify conspicuous consumption

• target vulnerable markets

Social Responsibility and Ethics

Promotewell-being

Promoteharmony &

stability

Influenceelections

Drawcrowds to

events

Responsibleadvertising

can . . .

Ethicalmorally

right

Socially Responsiblewhat society views as best

Social Impact:Two Types of Criticism

Proliferation

StereotypingOffensive

Impacts values

Long-term macro arguments

Short-term manipulative arguments

Deception Subliminal myth

False Advertising

Laws protect against deceptive practices, like:

• False Promises

• Incomplete Description

• False and Misleading Comparisons

• Bait-and-Switch Offers

• Visual Distortions / False Demonstrations

• False Testimonials

• Partial Disclosure

• Small-Print Qualifications

Deception

Source: Advertising & Society Review, E-ISSN 1154-7311, Unit 13

Source: Advertolog.com

Puffery vs. Deception

Source: Advertising & Society Review, E-ISSN 1154-7311, Unit 13

Subliminal (?) Ads

The Proliferation of Advertising

Average person views 500 to 1000 commercial messages per day

The more ads a consumer views, the less effective each one is

More media choices equals more exposure to ads

Source: Cinema Retro, cinemaretro.com

Impacts Values

Source: forums.fashionspot.com

Source: adsofthepast.com

Impacts ValuesSource: neurosoftware.ro

Source: MSNBC, msnbc.com

E. Leclerc addresses the issue of pollution in its ads

Impacts Values

Source: trendhunter.com

Offensive Advertising

Source: Playcircuit.com

Advertising on the Offensive

Source: fahad.com

Source: blog.journeygirl.org

Stereotypes

Source: Advertising & Society Review, E-ISSN 1154-7311, Unit 13