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Social and

ethical
aspects of
advertisement
s
peter stephen (MSNIMT kollam chavara)
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peter stephen (MSN kollam chavara)
Ethics in
advertisement
• Ethics: Moral principles and values that
govern the actions of and individual or
group.

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Marketing or
or
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Issues Can
Can Marketers Must Make
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Issues CanorBePromotion
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May Be
Action Legal
May
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Legal but Decisions
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Legal but NotRegarding
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Ethical
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Considered
Ethical
Ethical

peter stephen (MSN kollam chavara)


Ø An advertisement is considered as unethical when:

– It gives false information.
– It degrades the rival’s product or substitutes.
– It is against the national and public interest.
– It gives misguiding information.
– It is obscene or immoral.

peter stephen (MSN kollam chavara)


Unethical advertisement can
take any of the following form
• Use of sex, especially the use of
women as a sex objects
• Alcohol &tobacco advertisement
• Untruthful claims
• Use of testimonials or endorsements
• Exaggerated claims
• Unverified claims that is ambiguous

peter stephen (MSN kollam chavara)


Use of sex, especially the
use of women as a sex
objects

peter stephen (MSN kollam chavara)


What is your opinion of this
ad?

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Alcohol &tobacco
advertisement

peter stephen (MSN kollam chavara)


Exaggerated claims

peter stephen (MSN kollam chavara)


U se o f te stim o n ia ls o r
e n d o rse m e n ts

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U n ve rifie d cla im s th a t is
a m b ig u o u s

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Horliks banned ad

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Many People Found Benetton’s “Death Row” Ad Campaign Offensive

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Advertisements and
childern

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Advertisements and
childern
• Children between ages 2-11 watch on average
21.5 hours of TV per week and may see
22,000 commercials per year.
• Television is an important source of information
for children about products.
• In a study by boddewyn for the international
advertising association ,it was noted that
decency and sexism appeared to be issues
causing less concern in future issues than
advertising to children.

peter stephen (MSN kollam chavara)


Advertising Standards Council
of India (ASCI)

Ø Advertising Standards Council of India is a self regulatory


voluntary organization of the advertising industry.
Ø The main role is to deal with Complaints received from
consumers and industry,
Ø Against Ads- false, misleading, indecent, illegal,
Ø Code for self regulation in advertising.
Ø ASCI,1985 is a commitment to honest advertising and to
fair competition in the market place.

peter stephen (MSN kollam chavara)
ASCI’S MISSION
ASCI has one overarching goal: “To maintain and
enhance the public's confidence in advertising”.
ASCI seeks to ensure that advertisements conform to
its Code for Self-Regulation which requires
advertisements to be

Truthful and fair to consumers and competitors.


Within the bounds of generally accepted standards
of public decency and propriety.
Not used indiscriminately for the promotion of
products, hazardous or harmful to society or to
individuals. .particularly minors, to a degree
unacceptable to society at large.
• peter stephen (MSN kollam chavara)
Objectives of ASCI

To monitor ,administer and promote standards of advertising


practices in India
To codify, adopt and modify the code of advertising practices
in India and implement, administer and promote and
publicize such a code.
To give wide publicity to the Code and seek adherence to it of
as many as possible of those engaged in advertising.
To print and publish pamphlets, leaflets, circulars or other
literature or material, that may be considered desirable for
the promotion of or carrying out of the objects of the
Company.

peter stephen (MSN kollam chavara)
peter stephen (MSN kollam chavara)
REFERENCES

• “An Indian perspective advertising


management” PK Agarwal
• “Advertising management” Manendra Mohan
• www.youtube.com
• www.adoholik.com

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