1.
1 Advertising & Society
Advertising
-is a dynamic public forum in which
business interests, creativity, consumer
needs and government regulations meet
-Advertising's visible social role makes it a
target for criticism.
-today's consumers believe that a great deal
of advertising is unethical because it adds to
the price of products, is untruthful, tricks
people, or targets vulnerable people.
ETHICAL CRITERIA
Three issues are central to an ethical
discussion of advertising:
1. Advocacy
2. Accuracy
3. Acquisitiveness
Advocacy
-persuades audience to do something
-not objective/neutral
Accuracy
-Beyond the easily ascertainable claims in
advertising message are matters of
perceeption
Acquisitiveness
-it means greed (google)
-claim that we must have these products
A The Problem of Being Ethical
 These kinds of decisions are complex
because there is no clear consensus
about what constitute ethical
behavior.
 The complexity of ethical issues
requires us to make a conscious
effort to deal with each situation.
SOCIAL RESPONSIBILITY
 In addition to being concerned about
ethical challenges, advertising can
also be used positively as a tool to
improve society
 Ex: public announcements (PSAs)
for a good cause that run free in
broadcast media.
 Companies, government agencies,
and nonprofit organizations can also
use advertising to communicate
about their social programs and
motivate their target audiences to
respond.
Practical Tips # 1
Advertising people must address these five
questions to ensure ethical advertising:
** Who should, and should not, be the target
of an advertisement?*
** Who should, and should not, be
advertised?*
** Who should, and should not, be the
symbolic tone of the advertising message?*
** Who should, and should not, be the
relationship between advertising and the
mass media?*
** What should, and should not, be
advertising's conscious obligation to
society?*
1.2 Ethical Issues in
Advertising
 Advertising involves many ethical
issues.
 Six key issues are: puffery, taste,
stereotyping, children's advertising,
controversial products and
subliminal advertising.
1.2.A Puffery
 According to courts, consumers
expect exaggerated and inflated
claims in advertising, so reasonable
people wouldn't believe these
exaggerated statements are literal
facts.
 exaggerated "puffing”
 Puffery- defines as advertising or
other sales representations, which
praise the item to be sold with
subjective opinions, superlatives, or
exaggerations, vaguely and
generally, stating, no specific facts.”
 Ex: Apple (siri), gaming consoles
1.2.B Taste and Advertising
PRODUCT CATEGORIES AND TASTE
 One dimension of the taste issue
concerns the product itself
 We all have our own ideas as to what
constitute good taste.
 Different things offend different
people.
 Ex: The Christian Dior ad for Dior
Svelte
CURRENT ISSUES
 Today's question of taste center on
the use of sexual innuendo, nudity,
vulgarity, and violence.
 The safest way —— is to test the
advertisement before sending it to
the public.
1.2.C Stereotyping in
Advertising
Stereotyping- involves presenting a group
of people in an unvarying patter that lacks
individuality
 The issue of stereotyping is
connected to the debate about
whether advertising shapes society’s
values or simple mirrors them
 Conversely, if we believe that
advertising mirrors society,
advertisers have responsibility to
ensure that what is portrayed is
accurate and representative.
Advertisers struggle with this issue
every time they use people in an ad.
WOMAN IN ADVERTISEMENTS
 Initially, critics complained that ads
showed women as preoccupied with
beauty, household duties, and
motherhood.
 The challenge facing advertisers
today is to portray women
realistically in diverse roles, without
alienating any segment of women.
Experts agreed that today's woman
wants to see women portrayed with a
new freedom, but also as mature,
 intelligent people with varied
interests and abilities.
RACIAL AND ETHNIC
STEREOTYPES
 The root of most complaints is that
certain groups are shown in
subservient, unflattering ways.
SENIOR CITIZENS
 _______senior citizens, a growing
segment of the population with
increasing disposable income.
 Critics of objects to the use of older
people in roles that portray them as
slow, senile, and full of afflictions.
GAY AND LESBIAN
CONSUMERS
 Gay-specific marketing 0 ads, direct
mail, public endorsements and
attendance at gay-marketing trade
shows - is becoming part of an
integrated marketing strategy for
major companies.
 On the other hand, heterosexual
consumers will also be reading these
ads, and must be in sync with their
perception of the gay and lesbian
community.
1.2.D Advertising to
Children
 one of the most controversial topics
in advertising
 After a 1988 study found that the
average child saw over 20,000 TV
commercials per year, a heated
debate ensued.
1.2.E Advertising
Controversial Products
 Overtime, advertisers have had to
deal with products that were once
considered unsuitable to advertise
moving int the realm of
acceptability. Products related to
feminine hygiene, foot-related
problems, and hemorrhoids have
made this transition.
TOBACCO
 One of the most heated advertising
issue in recent years has been the
proposed restrictions on advertising
such product categories as tobacco.
 Cigarette advertising on television
and radio has been banned since
January 1, 1971.
 Restricting advertising of those
products would result in fewer sales
and consequently would reduce the
unhealthy effects.
 A German court found otherwise.
The “Be Marlboro” ad campaign was
banned throughout the country in
October for targeting teenagers and
adolescents.
ALCOHOL
 In November 1996, the Seagram
company lifted the self-imposed ban
by the industry and ran radio and TV
ads for two of its whiskeys, Chivas
Regal and Crown Royal Canadian.
 The beer industry has been the target
of strong criticisms for several years.
Although it is unlikely that beer
advertising will be banned, some
companies sensitive to public
opinion have initiated proactive
 programs that educate and
discourage underage drinkers.

GAMBLING

 Gambling is a serious addiction for

millions of people.
 Thanks to exact databases,
advertisers can target people who
have a history of gambling (and
losing).
 Still, the industry should consider the
ethical issues, establish standards,
and make sure its efforts are socially
responsible.

1.2.F Subliminal
Advertising
Generally, we assume that messages are
seen and heard consciously. However, it is
possible to communicate symbols that
convey meaning but are below the threshold
of normal perception. These kinds of
messages are called subliminal.

 Subliminal message - is transmitted

in such a way that receiver is not
consciously aware of receiving it.
This usually means that the symbol
are too faint or too brief for the
consumer to clearly recognize.
 Subliminal 'embeds' are placed in
ads to manipulate purchase
behavior, often through appeals to
sexuality.
 It’s designed to make you feel
something without explaining why,
and it manages to do just that.