ADVERTINSING --- ETHICAL OR UNETHICAL?

Advertising is a form of communication that

attempts to persuade potential customers to
purchase or to consume more of a particular
brand of product or services.
Many advertisements are designed to
generate increased consumption of those
products and services through the creation
and reinforcement of “brand image" and
“brand loyalty".
Every major medium is used to deliver these
messages, including television, radio, cinema,
magazines, newspapers, video games, and
the internet .
MARKETING ROLE:
Four tools of marketing; product, price, place
and promotion or communication.
COMMUNICATION ROLE:
Advertising is a form of mass communication.
It transmits different types of market
information to match buyers and sellers in a
market place.
ECONOMIC ROLE:
There are two point of views about how
advertising affects an economy.
3.Advertising is so persuasive that it decreases
the likelihood that a consumers will switch to
an alternative product, regardless of the price
charged.
4.Second approach views advertising as a
vehicle for helping consumer asses value
through price as well as other elements such
as quality, reputation etc.
PROVIDES PRODUCTS AND BRAND
INFORMATION

PROVIDES INCENTIVES TO TAKE ACTION

PROVIDES REMINDERS AND REINFORCEMENTS

1. Who should and should not be the target of an
advertisement?
2. What should and should not be advertised?
3. What should and should not be the symbolic
tone of the advertising message?
4. What should and should not be the relationship
between advertising and the mass media?
Clearly, ads containing sexual innuendo should
not be run on Sunday morning television during
the cartoon hour.
5. What should and should not be the conscious
obligations to society?
ETHICAL UNETHICAL
ADVERTISEMENT ADVERTISEMENT
PUFFERY:
“Advertising or other sales
representations, which praise the item to be
sold with opinions, superlatives, or
exaggerations, vaguely and generally, stating
no specific facts.”
TASTE AND ADVERTISING:
We all have our own ideas as to what
constitutes good taste. Unfortunately, these
ideas vary so much that creating general
guidelines for good taste in advertising is
difficult.
CELEBIRITY….SOURCE CREDIBILITY
SOURCE CREDIBILITY
CELEBIRITY
 STEREOTYPING IN ADVERTISING:
Stereotyping is presenting a group of
people in an unvarying pattern that lacks
individuality.
3. Women in advertising.
4. Senior citizens.
5. Gays and Lesbian consumers.
 ADVERTISING CONTROVERSIAL PRODUCTS:
There are still some products that are not acceptable
by majority of consumers.
Tobacco
Alcohol
Gambling
Drugs