ETHICS IN ADVERTISING TARGETING CHILDREN TARGETING TEENAGERS DECEITFUL ADVERTISING MANIPULATIVE ADVERTISING OFFENSIVE ADVERTISING PHILIPPINE ADVERTISING Regulator:

or: AdBoard Broadcast Code of The Philippines The Standards of Advertising of the Advertising Standards Council

SELECTED GUIDELINES No. 1 claims must be substantiated No direct comparisons are allowed Testimonials must be genuine and truthful The use of tobacco products may not in itself be depicted Performers in liquor ads should be 21 years or above and look adult Pharmaceutical ads should always include: If symptoms persist, consult your doctor

ALTERNATIVE STYLES OF CREATIVE ADVERTISING FUNCTIONAL Attempts to provide solutions to consumers current consumption-related problems by communicating that the brand possesses specific benefits capable of solving these problems SYMBOLIC Attempts to associate brand ownership with a desired group, role, self-image, self-enhancement, altruism, and other abstract need states that involve aspects of consumption not solved by practical product benefits

EXPERIENTIAL Attempts to promote brands as being out of the ordinary and high in sensory value such as looking elegant, feeling wonderful, smelling great, sounding divine, being exhilarating, and other similar feelings that satisfy consumers desires for products that provide sensory pleasure SELECTING MESSAGE APPEALS APPEALS TO HEDONIC NEEDS HEDONIC NEEDS Satisfied when consumers attend to messages that make them feel good and serve their pleasure needs

USE OF NOVEL STIMULI HUMAN ADAPTATION People adapt to the conditions around them

HABITUATION As a stimulus becomes more familiar, people become desensitized to it

USE OF INTENSE OR PROMINENT CUES INTENSE AND PROMINENT CUES Increases the probability of attracting attention by using advertisements that are louder, more colorful, bigger, or brighter

USE OF MOTION MOTIVATION TO PROCESS MESSAGES ENHANCE THE RELEVANCE OF THE BRAND TO THE CUSTOMER Use of rhetorical questions Fear appeals Dramatic presentation

ENHANCE CURIOSITY ABOUT THE BRAND Use of humor Presenting only little information

OPPORTUNITY TO ENCODE INFORMATION Repetition is the key to facilitating encoding of information CONCRETIZATION It is easier for people to remember and retrieve tangible rather than abstract information THE ROLE OF ENDORSERS IN ADVERTISING CELEBRITY ENDORSEMENT Using well-known and admired people to promote products CHARACTERISTICS OF IDEAL CELEBRITY ENDORSERS Must be well-known Must have a high level of visibility Must have specific associations that carry potential product relevance Must be credible in terms of expertise, trustworthiness, likability, or attractiveness

POTENTIAL PROBLEMS Celebrity may have too many endorsed products resulting in perceived insincerity or lack of perceived product meaning No reasonable match between the celebrity and the product Celebrity may lose popularity, or fail to live up to expectations Consumers may feel that the celebrity endorsement adds a significant and unnecessary cost to the brand Celebrities may distract attention from the brand

HUMOR IN ADVERTISING

HUMOR IN ADVERTISING GENERALIZATIONS Humor is an effective method for attracting attention to advertisements Humor enhances liking of both the advertisement and the advertised brand Humor is more effective when consumers evaluations of the advertised brand are already positive

THE USE OF SEX IN ADVERTISING SUBLIMINAL MESSAGES AND SYMBOLIC EMBEDS The presentation in advertisements of stimuli at a rate or level that is below the conscious threshold of awareness