Advertising Role in Society

Lecture 4
Muhammad Waqas
 Recap
I. The Marketing Process
II. How Agencies Work
III. International Marketing
IV. The Dynamics of Modern Marketing
V. Discuss the shape-versus-mirror debate
VI. Analyze the legal topics that guide advertising
practice
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VII. List the key regulatory agencies and their

responsibilities
 Chapter Outline
I. Chapter Key Points
II. Advertising’s Social Role
III. Review and Regulation of Advertising
IV. Advertising Ethics
V. Determining What is Ethical
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 Advertising Ethics
• A set of moral • Six key issues
principles that guide 1. Subliminal Messages
actions and create a 2. Poor taste and offensive
sense of responsible advertising
behavior 3. Stereotyping
4. Body and self image
5. Targeting children
6. Misleading claims and
other message
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strategies
7. Controversial products
 Advertising Ethics
Subliminal
• Subliminal perception occurs
Advertising when an individual
– Intentional created is exposed to a
advertising with stimulus which is
controversial too weak or too
message hidden in
brief to be
the illustrations
just below the consciously
perceptual seen/heard but
threshold of strong enough to
receiver.
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be picked up by
receptor cells
 Subliminal
Advertising
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 Advertising Ethics
Poor Taste/Offensive
• Advertisers and media outlets must try to be
sensitive to consumer objections
• Creating guidelines for good taste is difficult
• Sex in advertising
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8
 Play…

• Hulu From Daily Video

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 Advertising Ethics
Reinforcing Stereotypes
• Diversity Issues
• Gender Roles
• Racial and Ethnic Stereotypes
• Senior Citizens
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11
 Play…

• A Man in the Kitchen

• Heniken
• Just For Feet Kenya Mission 1999
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 Advertising Ethics
Body and Self Image
• Self-image advertising can contribute to self-
improvement
• Can also lead to dangerous practices
• Advertising mirrors and shapes the standard of
attractiveness
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14
 Play…

• John Abraham Garnier Deo Tvc.

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 Advertising Ethics

Children
• One of the most controversial topics in the industry
• Children are unable to evaluate advertising
messages and make purchasing decisions
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17
 Play…

• Baby suv
• crying kid
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 Advertising Ethics
Misleading Claims
• Advertising claims are unethical if they are false,
misleading, or deceptive
• Includes manipulative advertising, puffery,
comparative advertising, endorsements and
demonstrations.
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20
 Play…

• Fair and Handsome

• Compartive ad NIKE
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 Advertising Ethics
Controversial Products
• Though it is acceptable to advertise these products,
it is still offensive to some.
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23
 Play…

• Coke-Honest Branding
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 Determining What
is Ethical
•• The
The“Golden
socialRule”
ethic
• Social responsibility motivates a business to
• The professional ethic
make a positive impact on society
• The personal ethic
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3-25
 Determining What
is Ethical
•• Industry standards
The social ethichelp with a decision about
what is ethically correct
•• The professional ethic
A code of standards identifies how
• professionals
The personal ethic
should respond when facing an
ethical dilemma
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3-26
 Determining What
is Ethical
•• Personal judgment
The social ethicand moral reasoning rests
on an intuitive sense of right and wrong
•• The professional ethic
Advertising professionals must be aware of
• industry
The personal
standardsethic
as well as ethical questions
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3-27
 Summary
• Critique the key ethical issues that challenge
the practice of advertising
• Outline three ways to determine if an
advertising decision is ethical
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 References
• Wells, W., Burnett, J. and Moriarty, S. (2006),
Advertising Principles and Practice, Prentice-Hall,
New Delhi, ND.
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