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http://whichrightchoice.com/wp-content/uploads/2010/06/aamir_khan_coca_cola_ad22.jpg

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PREPARED BY:

TANMOY CHAKRABORTY

MBA IV SEMESTER

(04461203912)

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Ethics

Ethics is a branch of philosophy which seeks to address

questions about morality; that is, about concepts such asgood and bad, right and wrong, justice, and virtue.

Advertising

Advertising is the promotion of a companys products and

services carried out primarily to drive sales of the products

and services but also to build a brand identity and

communicate changes or new product /services to the

customers. Advertising has become an essential elementof the corporate world and hence the companies allot a

considerable amount of revenues as their advertising

budget.

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Reasons for Advertising

Increasing the sales of the product/serviceCreating and maintaining a brand identity or brand

image.

Communicating a change in the existing product

line.

Introduction of a new product or service.

Increasing the buzz-value of the brand or the

company

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Unethical advertising

Advertisement is considered unethical in the following

situations;

o When it has degraded or underestimated the

substitute or rival's product.

o When it gives false or misleading information on the

value of the product.

o When it fails to give useful information on thepossible reaction or side effects of the product. And

o When it is immoral.

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Basic principals

Decency Honesty

Social Responsibility

Truthful presentation Comparisons

Imitation

Safety and health Avoidance of Harm

Environmental behaviour

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Ways of unethical advertisement

Surrogate advertisement

Puffery

Exaggeration

Unverified claims Women stereotyping

Women used as sex symbols for promotingproducts

Comparative advertisements

Use of children in advertising

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Surrogate advertising

Surrogate advertising is prominently

seen in cases where advertising

a particular product is bannedby law. Advertisement for

products like cigarettes or

alcohol which are injurious to

heath are prohibited by law in

several countries and hence these

companies have to come

up with several other products that

might have the same brand name and

indirectly remind people of the

cigarettes or beer bottles of the

same brand Common examplesinclude Fosters and Kingfisher

beer brands, which are often seen to

promote their brand with the help

of surrogate advertising.

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Puffery

Pufferyas a legal termrefers to promotional statementsand

claims that express subjectiverather than objectiveviews,such that no reasonable person would take literally. A two-

year old might believe that polar bears enjoy sipping Coca-

Cola. But we know better.

http://en.wikipedia.org/wiki/Legal_termhttp://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Subjectivityhttp://en.wikipedia.org/wiki/Objectivity_(journalism)http://en.wikipedia.org/wiki/Objectivity_(journalism)http://en.wikipedia.org/wiki/Subjectivityhttp://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Legal_term

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EXAGGERATION

Using false claims in the advertisements about the product.

For example:-Ghari detergent - Pehle Istemaal kare phirvishvaas kare., Tide detergent White ho to Tide ho.,

Vodafone EssarWherever you go our network follows.

White ho to

Tide ho.

One Drop Challenge Wherever you go ournetwork follows.

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Unverified Claims

It includes advertisements of energy drinks which tells

us about the number of vitamins and how they helpchildren to grow strong and tall.

There is no way of verifying these false claims.

For example:-Horlicks, Maltova, Tiger biscuits.

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WOMEN IN DVERTISING

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Women stereotyping

Women are generally associated with household

works and is not supposed to be a good decision

maker which contributes to women stereotyping .

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Women shown as doing domestic work which

reflects stereotype image of women.

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Women in advertising used as sex symbols

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http://www.flatironsolutions.com/Success/Comag_success.htmhttp://en.wikipedia.org/wiki/File:Cosmopolitan_UK_April_2005.jpghttp://en.wikipedia.org/wiki/File:Cosmopolitan0611.jpg

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Unhealthy Brand comparisons

Nowadays advertisers are engaged in

unhealthy brand comparison with the help of

advertising. Such comparisons create problems

and confusions for the right choice of theproduct as far as audience are concerned.

Example can be cited of colgate and pepsodent

toothpaste.

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Colgate Vs Pepsodent

Complan Vs Horlicks

Coca cola Vs Pepsi

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Children in

advertising

Children are easily persuaded

and have a large pull on today's

markets, as is known by all

advertisers, even ones who donot intend for their products to

be consumed by children.

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Children and adolescents as target groups

The childrens market where

resistance to advertising

is weakest is the pioneer

for ad creep. Kids are

among the most sophisticated

observers of ads. They can

sing the jingles and identify

the logos, and they often have

strong feelings about products.

What they generally don't

understand, however, are the

issues thatunderlie how

advertising works.

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Amul macho

Axe dark temptation

Vulgar Advertisements banned by I & B Ministry :-

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Newspaper ads

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A wine bottle that is considered ethically wrong because the lorry may have to move

to certain places where drinking is unethical

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