ADVERTINSING --- ETHICAL OR UNETHICAL?

Advertising is a form of communication that

attempts to persuade potential customers to purchase
or to consume more of a particular brand of product
or services.
Many advertisements are designed to generate
increased consumption of those products and services
through the creation and reinforcement of “brand
image" and “brand loyalty".
Every major medium is used to deliver these messages,
including television, radio, cinema, magazines,
newspapers, video games, and the internet .
MARKETING ROLE:
Four tools of marketing; product, price, place and
promotion or communication.
COMMUNICATION ROLE:
Advertising is a form of mass communication. It
transmits different types of market information to
match buyers and sellers in a market place.
ECONOMIC ROLE:
There are two point of views about how advertising
affects an economy.
1. Advertising is so persuasive that it decreases the
likelihood that a consumers will switch to an
alternative product, regardless of the price charged.
2. Second approach views advertising as a vehicle for
helping consumer asses value through price as well as
other elements such as quality, reputation etc.
PROVIDES PRODUCTS AND BRAND
INFORMATION

PROVIDES INCENTIVES TO TAKE ACTION

PROVIDES REMINDERS AND REINFORCEMENTS

1. Who should and should not be the target of an
advertisement?
2. What should and should not be advertised?
3. What should and should not be the symbolic tone of the
advertising message?
4. What should and should not be the relationship
between advertising and the mass media? Clearly, ads
containing sexual innuendo should not be run on
Sunday morning television during the cartoon hour.
5. What should and should not be the conscious
obligations to society?
ETHICAL UNETHICAL
ADVERTISEMENT ADVERTISEMENT
PUFFERY:
“Advertising or other sales representations,
which praise the item to be sold with opinions,
superlatives, or exaggerations, vaguely and generally,
stating no specific facts.”
TASTE AND ADVERTISING:
We all have our own ideas as to what
constitutes good taste. Unfortunately, these ideas vary
so much that creating general guidelines for good
taste in advertising is difficult.
CELEBIRITY….SOURCE CREDIBILITY
SOURCE CREDIBILITY
CELEBIRITY
 STEREOTYPING IN ADVERTISING:
Stereotyping is presenting a group of people in
an unvarying pattern that lacks individuality.
1. Women in advertising.
2. Senior citizens.
3. Gays and Lesbian consumers.
 ADVERTISING CONTROVERSIAL PRODUCTS:
There are still some products that are not acceptable by
majority of consumers.
1. Tobacco
2. Alcohol
3. Gambling
4. Drugs