Advertising basically manipulation and not moral

Group 2:Saurabh Gupta,08 Bhabani Shankar Maiti,19 Mangesh Narkar,29 Pulkit Singhi,50

Advertising A part of promotion mix can be define as: A paid form of Non personal Communication From an identified sponsor Using mass media To persuade or influence audience

TYPES OF MISUSE THE ADVERTISEMENTS

Unfair Advertising Unauthentic Advertising Unethical Advertising Knowingly False Advertising Subliminal Advertising

 Acollective term for public announcements designed to promote the sale of specific commodities or services while being integrated below the thresholds of perception or awareness. Unconscious emotional manipulation by
Suggestion, or Association

Unfair emotional Appeals

Unrealistic Claim A cologne ad claiming their product will make the wearer irresistible to women. False Authority Sunny Deol selling underwear. Karina Kapoor selling sim cards cell phones Association a cigarette advertisement featuring a scenic waterfall, or healthy people engaged in rugged physical activity. A cool drinks ad featuring an attractive model inexplicably spraying water on herself.

 Apparently, advertising deceives people into buying things that they dont really need
Apparently, advertising lies, deceives and misleads Apparently, advertising makes people think they need things that they shouldnt even want Some people even think it makes us unhappy becaise it violates ETHICS!

Unethical Advertising
Six key issues 1. Poor taste and offensive advertising 2. Stereotyping 3. Body and self image 4. Targeting children 5. Misleading claims and other message strategies 6. Controversial products
8

Ethical Ad?
Poor Taste/Offensive Advertisers and media outlets must try to be sensitive to consumer objections Sex in advertising

Misleading Claims
Advertising claims are unethical if they are false, misleading, or deceptive

Controversial ads

Though it is acceptable to advertise these products, it is still offensive to some

Manipulative marketing in food products

Zero gram trans fat
Contain high amount Saturated and total fat

All natural
citric acid, fructose syrup, and other artificial additives

Made with whole grains

Contain only small amount of whole grain, main ingraident refined wheat flower

Light
Light in colour and not fat

Fresh
Simply means not frozen or uncooked, but allowed to keep in ice and keep chilled.

 False Ads Deliberately Misinform Airborne & Bodyflex Ads Deceptive Ads Over Exaggerate Axe Ad

Examples of False Advertising

Airborne recently settled a lawsuit for false advertising. The box claimed the supplement was a miracle cold buster with no factual evidence of preventing colds. Bodyflex, an 18-minute routine with a Bodyflex Gym Bar, guaranteed in their ads and infomercials that in just

Axe add over exaggerate

The Indian government suspended a television advertisement for Axe men's deodorant, made by Mumbaibased Hindustan Unilever Ltd.
The ad shows a man transform into a walking chocolate figurine after spraying himself with Axe's Dark Temptation deodorant. As he walks through the city, women throw themselves at him, licking and biting off various parts of his body.

Crestor cholesterol lowering drug - case study

Crestor cholesterol lowering drug - case study

Aztra Zeneca, the maker of the cholesterol-lowering drug Crestor, has been accused of false advertising.

A medication can be more effective and just as safe" -- this statement plays down the risks involved in taking a 40 mg
dose of Crestor

The FDA has confidence in the safety and efficacy of Crestor" -- this statement is totally misleading.
According to the Food and Drug Administration (FDA), the drug company has printed misleading claims about Crestor's safety .

Medicine is helpful in specific conditions only Ad is facing ban

STUDY OF FOOD ADVERTISING ON TELEVISION AIMED AT CHILDREN

1. Study in India covering Maharashtra and Delhi, how children influence buying decisions of the family. 2. Study in Asia Pacific covering 5 countries: India, Malaysia, Philippines, South Korea, Indonesia. 3. Central European county

MAIN FINDINGS OF STUDIES

Food ads are largest category of products advertised to children in all countries.
Most prolific advertiser - McDonalds. Others widely advertised are Nestle, Kelloggs, & Cadburys. Extent of protection of children from ads

MAIN FINDINGS OF STUDIES

India:
Advertising is one of major factors greatly influencing parents decision Food ads are often aimed at children

50% of adults revealed that children influence their buying decisions.

MAIN FINDINGS OF STUDIES

Nutritional analysis of food ads:

-50% for products high in sugar -62% for products high in fat -61% for products high in salt Overall 95 % for products high in fat, sugar and salt Many food ads make misleading claims, use

RECOMMENDATIONS

Laws to regulate ads to children

Advertising regulation should prohibit misleading, unfair or excessive number of ads.

Ensure effective enforcement of ad regulations. Regulatory bodies should :

- be independent and impartial; - have transparent decision-making process; - include consumer representation; - have majority non-industry interests in decision-making bodies;

Not all ads are manipulative

Types of positive ads Social message Education Safety message

Thanks