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Social Ethics of Advertising

Date post: 27-Apr-2015
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By: Pramati Srivastava (062)
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Page 1: Social Ethics of Advertising

By:Pramati Srivastava (062)

Page 2: Social Ethics of Advertising

Derived from Latin word ‘advert ere’ –’to turn’ the attention.

Largest generator of revenue in the world economy.

Advertising is a tool of marketing that disseminates information about a brand.

According to American Marketing Association-

“Advertising is any paid form of non personal presentation of ideas, goods or services

by an identified sponsor”.

Page 3: Social Ethics of Advertising

To increase demand. To educate the masses To build goodwill To inform about changes in marketing mix To remind the customers of the product and company

Page 4: Social Ethics of Advertising

Moral behind action. Fair presentation Acceptable to value system In line with traditions and customs

Page 5: Social Ethics of Advertising

Truth- shall reveal the truth, significant facts and the omission of which would mislead public.

Price Claims-avoid price claims that are false or

misleading.

Comparison-refrain from making false, misleading or about competitor or his products.

Guarantees & Warranties-should be informed & appraised in proper manner

in ads or before purchase of product/service..

Page 6: Social Ethics of Advertising

Bait Advertising-should not offer products for sale unless such offer constitutes a bonafide to sell the advertised products

Testimonials-shall be limited to those of competent witnesses who are reflecting a real and honest opinion or experience.

Substantiation-claims shall be substantial by evidence in possession of the advertiser and the advertising agency prior to making such claims.

Taste & Decency-advertising shall be free of statements, illustrations, that are offensive to good taste or public decency.

ADVERTISING PRINCIPLES(CONTD.)

Page 7: Social Ethics of Advertising

Against the accepted value of the society Controlled by govt. and courts Various aspects of ethics ranging from the

question of validity to the mode of presentation.

Advertising should – - be truthful - be non comparative - give real and true guarantees -avoid false claims

Page 8: Social Ethics of Advertising
Page 9: Social Ethics of Advertising

NEGATIVE SOCIAL EFFECTS OF ADVERTISING

Deceptive advertising Harmful effects -taste -appeal -children Confuses the people -power of advertising -proliferation of brands and

diversity

SOCIAL ISSUES IN ADVERTISING

Page 10: Social Ethics of Advertising

-uniformity and conformity -comparison Forceful selling -motivational research -emotional appeals -inferior quality -unwanted products Message problem Moral influences

Page 11: Social Ethics of Advertising

POSITIVE SOCIAL EFFECTS OF ADVERTISING

-Information -Material utilities -Production -Consumption -Social economic welfare

Page 12: Social Ethics of Advertising

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