Lesson 8 : Advertising and Society I

Impact of Advertising
on Society.
TOPICS COVERED
Impact on advertising on Society with reference to deception, puffery, manipulative
advertising, advertising creating materialism, advertising of certain products such as
tobacco and liquor, advertising and special audience, advertising and moral values,
violation of right to privacy, promotion of stereotyping, positive role of advertising.

OBJECTIVES
1. To point out the positive and negative side of advertising.
2. To enable students to discern manipulative advertising.
3. To be aware of impact on special audiences such as children and women.
4. To examine the right to privacy and its violation.

• Recently, a research was conducted in the USA. It found that the image of women in
TV Ads has, "shifted from women as homemakers or domestic attendants, to woman
as sex objects," over the past few decades. These women are usually represented by
thin/ glamorous models/actors. The researchers asked a group of 108 college
undergraduates to view a series of television Ads. 35 of them were exposed to 15
sexist commercials, (for beer, car, cologne, clothing etc.) and 5 non-sexist Ads.
Another group of 34 students viewed 20 non-sexist Ads. The remainders viewed no
Ads at all.
After being exposed to these commercials, the participants were asked certain
questions. Individuals who viewed the sexist Ads were most likely to suffer from
poor body image (i.e., they thought that their body was not healthy or attractive
enough). Women thought they had more weight than they should and men thought
they were thinner than they should be as compared with their 'ideal' body types
(shown in the Ads). Conclusion: Sexist TVC can undermine the healthy body image
of viewers.
• Some years ago, there was an Ad by Inter Shoppe which showed a woman wearing
only a pair of jeans and no top (i.e., with 50% clothes). The headline said: upto 50%
off'. It was to announce the sale of products with a 50% discount offer.
• There was an Ad of a magic ring published in a magazine suggesting that by wearing
that ring, you can make other people do what you want, you can land a good job,
succeed in examinations and even win in lottery and gambling. Besides, you will
even get dreams of burried wealth.
• Recently, Hindustan Lever Limited admitted that while their Wheel detergent gave
the impression of containing real lemon extract, actually it did not contain it. Hence,
the impact was deceptive.
• Do you think this Ad is going overboard: 'funerals that will make your family happy'.
(An Ad by a company that arranges for funerals in USA) An Ad for a pencil: 'A
portable communication device, needing no batteries, in a handsomely finished
wooden carrying case.
This is how advertising manipulates the customers.
Now read further.

Introduction.
The role of advertising has often been a subject of much debate in society. Advertising
may be useful to consumers, considering that dissemination of information is necessary
when buyers have to make a choice from various products and services. The opposite
view is based on the contention that consumers are duped by misleading advertising and
hence advertising should be curtailed, or at least strictly regulated. Advertising on social
issues is criticized on the grounds of deception, manipulation and on ground of being in
bad taste. Besides, it also is alleged to corrupt our social values and life styles. Some of
the criticisms are:

Deception.
Deception occurs when an advertisement is introduced into the perceptual process of the
audience and the outcome of the perceptual process either differs from reality of the
situation or affects buying behaviour to the detriment of the consumer. Thus, it refers to
the informational content in the advertising but may also arise from the misplaced
emphasis on presentation. A good example is the case related to a Delhi shop called
Skipper. The Ad by this shop said that there was a discount of upto 50% on furnishing
fabrics, Modifloor pure wool/woolblend/nylon carpets. A complaint said that the
advertisement withheld a variety of information relating to the quality of the products,
their standards, their style, etc. The buyers were also kept in the dark about whether the
goods were old or new. In fact, the maximum discount of 50% was granted only on items
that were old and remnant.
Earlier, some of the most misleading advertisements were those of liquor brands
when liquor advertising was not permitted. Then, the advertisers would resort to a variety
of gimmicks. Thus, McDowell pretended to sell Diplomat disposable ice cube bags or
McDowell's Soda with spirit, the world of course knew that Diplomat was synonymous
with whisky.
In brief therefore:
• Deception is involved when due to advertising (a) a consumer perceives a claim
(being explicitly or implicitly made by the advertiser) differently from what it
actually is; (b) they buy the product under the influence of mistaken impression and
then suffers a loss as a consequence. Thus, either the claim itself could be false or at
least the impression being created is false.
• Even if literally true, an advertiser may make a claim that a particular target audience
may not be able to understand correctly. For example, if the potential students cannot
distinguish between a government registered and government recognised institute and
a student takes admission in a government registered institute believing it to be a
government recognized one, it is a case of deception.
Recently, many management institutes have started using CAT (Common Admission
Test) conducted by IIMs for screening their applicants. The impression, though
unintended, that was created in the mind of the applicants was that these institutes were in
one way or the other affiliated to the IIMs. The CAT committee, therefore, has directed
all such institutes to write in their Ads that IIMs have no role in the selection process or
conduct of the program. (See the Ad. on page 259 for Fore School of Management)
• Sometimes, silence may be deceptive. Hence, complete disclosure may be needed.
For example, through clever advertising, baby food may be sold to mothers of
children below one year of age. These mothers may not realize that there is no better
food for an infant than their own milk. Thus, silence (i.e., not saying that breast
feeding is the best) on part of the baby food company is actually misleading and
hence deceptive.
In an advertisement for Palmolive shaving cream, the cream lather was shown to be
effective enough to shave sand grains off the sand paper. Implication was that if the
cream could shave sand paper, it could tackle the toughest beard. But what was not
disclosed was the fact that the sand paper was soaked in water for 24 hours before
shooting of the Ad. Would you immerse your face in water for 24 hours before shaving?

Puffery.
Puffery refers to an advertising claim that is not outright false because the product does
possess that quality but it is an exaggerated claim. It is a subjective claim that cannot be
proved right or wrong. A rather well established convention is that trade putting is
permissible. Putting takes two general forms. The first is a subjective statement of
opinion about a product's quality, using such terms as best or greatest. Nearly all Ads
contain some measure of puffery. For example 'We are No. 1' (Videocon TV Ad), 'The
only way to Dress' (Dash Shirts and Trousers), 'Most Thrilling when Chilled'. -
(Kingfisher mineral water).
The second form of puffery is an exaggeration extended to the point of outright
spoot that everyone knows is not true. The 'green devil' of Onida was obviously fictitious
and even if he were real he would not be talking the way he did.
The notable part is puffery is not punishable by law.

Manipulative Advertising.
Critics of advertising feel that freedom of choice of the customer is restricted by the
power of advertising since it can manipulate buyers into making a decision against their
best interests. Such manipulation can be brought about by playing on the subconscious
motives of people by using emotional and subliminal appeals. They say that advertising
acts as a hidden persuade. Look at the Denim Ad after shave Ad. It shows that a girl is
attracted towards you because of your using Denim. Now, this may be a subconscious
desire of most young males. They would like to try the brand, even though on rational
analysis, they would know that this is far from being true. Likewise, in an earlier
Pantaloon Ad, the illustration showed only a woman and the caption says: 'The kinds of
clothes and accessories for men even women fall for'.

Advertising Creates Materialism.

Advertising is also accused of promoting the materialist value system. It creates the
notion that acquisition of something will gratify basic and inner needs and aspirations.
The message of a -commercial seems to be that all the major problems confronting the
individual can be instantly eliminated by the application of some external force - the use
of the advertised product. Lakme Skin Care Ad brings it to the notice of the girl that her
face is not really clean (even with soap and water) if she does not use the Lakme Skin
Cleaner. Other Ads project products in such a manner that the customers begin to feel
that their life would be dull or complicated if they are not used. Human instinct is to
possess, to be recognized in the society. . . Advertisers play with these sentiments and
emotions to gain the customer's loyalty.

Advertising of Certain Products.

It is also suggested that all the products cannot be allowed to be advertised because some
of them are:
(a) Harmful upon consumption: Cigarettes, hard liquor, etc., should not be allowed
advertisement. The advertisers give a counterpoint that if the government does not
impose a ban on their sale, then why should they not be allowed advertisement?
Frankly, these products should not even be available. But practically speaking,
banning, say legal production of liquor, will increase the problem associated with
spurious liquor, an even more harmful consequence. That is why a ban on
production is not feasible. However, when these products are advertised,
advertising is not informative but l1ighly persuasive using such images as an
average reader finds difficult to resist.
A law prohibiting the display of pictures of cigarettes or their brands on vehicles,
phone booths and counters was promulgated in Singapore. Tobacco companies resprayed
fleets of cars and trucks to remove their logos. Shopkeepers pulled down posters
advertising brands. The law also prohibited sales promotion and distribution of free
cigarette samples, etc. Besides, the Ministry of Health began its campaign to eradicate
smoking. Result: During a 10 year period, percentage of smokers in the total population
fell from 23% to 13.5%.
(b) Some of them promote negative values (materialism), etc. : It was reported in
USA, that seeing some Ads of new brands of shoes but not being able to afford
them, some youths found the easier way out: they killed those who wore them and
looted the shoes!
(c) Some of the products are sold on the basis of information presented that can't be
easily verified. For example, political candidates/parties' advertised claims can be:
 (1) in bad taste (2) deceptive/misleading (3) too brief to give a fair picture, (4)
without any warranty being offered (i.e., if the candidate does not keep his
promises, what is the remedy), (5) even if found false, we cannot
reject/repurchase the product.

Advertising and Special Audience.

(a) Children are more susceptible to the influences of advertising since they lack the
perceptual defences and cannot objectively evaluate every advertisement. Since
they lack the perceptual defences and cannot objectively evaluate every
advertisement, many Ads to which children are exposed, mislead them. Since they
are immature, they easily believe what they see. For example, children are
attracted towards the advertisements of soft drinks, chocolates, noodles, etc., not
realizing their harmful effect on their body, teeth, etc. It is advertisements that
glamorizes orange drink and makes a child prefer it to pure orange juice, which is
'unexciting'.
(b) But it is not merely children who get misled. Even their mothers fail to
discriminate between the good and bad, the required and un-needed for their
children, under the influence of advertising. World Health Organization has
recommended a ban on infant food product advertisements since mothers
erroneously believe that their own breast milk is inferior to balanced milk/food
being advertised by these companies. Not only this, they can't even follow the
instructions given on the tin and prepare these products unhygienically (for
example, not putting the bottle (in which they feed their children) in boiling
water, etc. Result: the child becomes under-nourished.
(c) Likewise, many students/unemployed youth get attracted towards false
advertising because their miserable condition prevents them from judging the
contents of an advertisement objectively.

Advertising and Moral Values.

Certain advertisements are obscene/morally degrading. In a recent case, Hindustan Lever
Limited had to withdrawn an advertisement for their Feast ice cream because it was
found to be obscene. In one advertisement, the child assumed that his teacher becomes a
frog. The Ad had to be subsequently withdrawn. In Singapore, an American nutritional
supplement was being advertised. In the Ad, the kid says: “Come on Dad. If you can play
golf five days a week, I can have Sustagen once a day.” The Singapore PM objected,
saying that the Ad undermined the traditional politeness and deference that Asian
children have for their parents. The Ad propagated western values that put unhealthy
emphasis on individual rights over and above the accepted family and societal norms.

Advertising and Violation of Right to Privacy.

Many times, Ads may use the names/pictures of a person without consent. Likewise,
ideas, trade marks, etc. of others may be stolen and used in an Ad without permission of
the owner.
Advertising and Promotion of Stereotyping.
Advertising also promotes stereotyping by portraying certain group of individuals in
specific roles. For example, women are usually portrayed as housewives, not business
executives. Secretaries are always girls. The daughter-in-law has to please the mother-in-
law by cooking tasty food or by keeping the house clean, etc.

Positive Role of Advertising.

Advertising has played a critical role in the development process by creating a demand
for consumer goods and raising living standards of the Indian population. It is not
completely irrelevant or luxury consumption oriented, as generally accused. A substantial
amount of advertising is done to promote capital goods, services, socially desirable
values, etc. Advertising has definitely played a role in rural and urban development. Yet,
a lot needs to be done.
Advertising can playa very important role in a developing economy like India.
While excessive spending (promoted through advertising or otherwise) is undesirable in
this capital scarce country, advertising can promote saving habits. Advertisements done
by banks, financial institutions, etc., do precisely that. Likewise advertising can promote
exports.
Lastly, advertising can also spread literacy, health awareness, etc.

Role of Advertising for Consumers.

Consumers stand to gain through advertising in a number of ways:
1. Guide to prospective buyers: Advertising is an instrument of information and
persuasion. The informative role of advertising consists in provision of
information about products, features, functions, specifications and prices to
prospective buyers. Due to ignorance (minus advertising), they may purchase an
inferior product, pay higher prices, or worse still, may not even know the variety
of products that exist.
2. Elimination of unnecessary intermediation: By advertising the goods, a
manufacturer comes in direct touch with the consumers. Banking upon this
information, the manufacturer can directly sell to the customers. The number of
middlemen, whose margins increase the price for the consumers, is consequently
reduced.
3. Better quality goods and cheaper prices: Advertising ensures better and
improved quality of goods to consumers, at cheaper rates since (a) advertised
goods promise a certain quality which has to be maintained, (b) mass advertised
goods are produced and distributed in large quantities, thus reducing the
production cost per unit (due to economies of scale) and (c) unnecessary
middlemen are removed, thereby reducing distribution costs.
4. Propensity to consume Advertising: This increases the short-run propensity to
consume by informing buyers of the various bargains available. Besides, it is also
true that consumer spending declines when the normal advertising flow is cut-off.
5. Quality improvements: Goods are generally advertised with brand names. When
an Ad appears with a brand name, it imprints an image of the product in minds of
 the consumer. If the use of the advertised product confirms their expectations, a
repeat order is expected and the product will earn a favourable image and good
reputation. Thus, the manufacturer is prompted to maintain and if possible,
improve the brand quality so that the confidence of consumers is maintained.
Else, the brand will lose market share.

Role for the Society

1. Better standard of living: Advertising creates the desire to possess better and
newer items by educating the buyers about better life-style. Advertising gives a
direct stimulus to consumer which in turn prompts the producer to produce more
and better quality.
2. Increase in economic activity and employment: Advertising and selling have
played an important part in expanding the economic system by stimulating
consumers into buying more. Advertising makes people work harder than they
otherwise would. This has had the effect of raising the aggregate level of the
economy. In the long run, advertising has probably played a major part in making
people favourably disposed towards high levels of consumption and in creating
new products and ideas. Thus, advertising also increases the employment levels,
directly and indirectly.
3. Glimpse of national life: Advertising acts as a mirror that shows the country's
way of life. It is in fact a running commentary of the way people live and behave.
4. Innovation: Advertising reduces the risk of innovation. The cost of innovation
can be more than recovered by the sales which Ads may generate and encourage
manufacturers to undertake research and development.
5. Financial support to media: The revenue through subscriptions are quite
inadequate to support the publication of newspapers, magazines or TV channels.
Advertising revenues, in fact, provides a greater support to viable functioning of
these media.
6. Competition: Advertising encourages competition and subsequently firms vie
with each other to provide the best products and services to create and sustain
brand loyalty. This also creates price competition.
7. Countercyclical effect: When an economy is in the recessionary phase, some
firms increase their advertising efforts. This may have the effect of re-booking of
orders which otherwise would have remained cancelled, especially for industrial
products, machinery and plant, thereby diminishing the amplitude of business
cycle.
8. General awareness about social issues: Advertising also tends to enlighten the
population about social evils and how to control them, e.g., population problem,
illiteracy, road safety, dowry deaths, drunken driving etc.
Summary
Advertising has come to stay as a part of the modem economic system and present-day
society. Communicating to consumers about the vast variety of goods and services
available, is obviously impossible without advertising. Emerging lifestyles and patterns of
buyer behaviour call for such communication in interests of prospective buyers. Besides,
advertising is not merely a means of communication about inessential goods. It also helps
in marketing of industrial goods and investment goods. The contribution of advertising to
the promotion of saving and investment, cannot be ignored. Likewise, advertising is being
effectively used for promotion of a number of important social issues such as family
planning, healthcare, safety, etc.
Thus, first, advertising informs a customer about the various choices available in
the market. Second, advertising happens to be the most economical tool for disseminating
information to the prospective audience, whether it be selling a product or promoting a
social cause. Third, advertising is an in separate part of free speech. Any restriction on the
legitimate light to recommend goods and services will diminish the fundamental right of
freedom of speech. Fourth, advertising can contribute in economic development by
promoting saving, investment, production and employment. Fifth, advertising helps in
marketing.
But then, we cannot turn a blind to certain negative dimensions of advertising. It
promotes a kind of lifestyle which may not be liked by all segments of society. It increases
the cost of goods sold to the customer. It is wasteful, considering that only small section of
the audience exposed to the media may relate to the products being advertised. Advertising
may encourage unsound or false values, especially through its effect on children and youth.
It creates an emotional appeal which may be against a rational act. And finally, advertising
can, instead of promoting competition, endanger it. Big advertisers can monopolize the
market.

Assignments
1. Discuss one campaign where you feel the advertising is manipulative. List out all
your reasons.
2. Make a study of the negative impact of advertising on children or women. Give as
many examples as possible.