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------------------------------------------------------------------------------------------Contents LEARNING OBJECTIVES 3 Background of advertising and
society 4 Introduction 4 Advertisings social role 4 Advertisings role in
shaping or mirroring society 5 Social and Cultural considerations in
international advertising 5 Review and regulation OF ADVERTISING 6
Trademark and copyright protection 8 ADVERTISINGS REGULATORY
ENVIRONMENT 8 The FTC, 8 Regulating Deception 8 Regulating
substantiation 9 Remedies for Deception and Unfair advertising 9 Food
and drug administration 9 ? Federal Communication commission 10 ?
Other regulatory bodies 10 ? Bureau of Alcohol, Tobacco, and firearms
10 ? The U.S
postal service 10 ? International laws and Regulations 10 MEDIA
REVIEW OF ADVERTISING 10 SELF REGULATION 11 Self-Discipline 11 ?
Industry self-Regulation 11 ? Public and Community Review 11 ? Local
groups 11 ADVERTISING ETHICS 12 Poor taste and offensive advertising
12 ? Reinforcing stereotypes 12 ? GENDER ROLES 12 ? Racial and
ethnic stereotypes 13 ? Senior citizen 13 BODY IMAGE AND SELF IMAGE
13 Bureau of Alcohol, Tobacco, and firearms 13 Targeting children 13
ADVERTISING CONTROVERSIAL PRODUCTS 14 ? TOBACCO 14 ?
ALCOHOL 14 ? PRESCRIPTION DRUGS 14 DETERMINING WHAT IS
ETHICAL 15 The Social Ethic 15 ? The Professional Ethic 15 ?
International standards and codes 15 ? Personal Ethic 15 SUMMARY 16
KEY TERMS 17 DISCUSSION QUESTIONS 17 Review questions 17
Background of advertising and society This comparative and crossdisciplinary study examines the origins and consequences of pre-1930
belief that advertising harm society. These surprisingly well developed
beliefs stimulated enduring regulatory restraint upon adverting and
formed the foundation of present critical thought. They have important
implications for current macro marketing.
The debate on the social consequences of advertising miss an
important and enduring macro marketing issue all over the world. (See
e.g. bedewing 1982). Destruct of advertisings impact upon societal
about marketing in general. Negative judgment about advertisings
societal dismissed. Polly (1984 personal communication) observes that
the early opponents of advertising may have been in a far superior
position to note the impact of advertising as they say their world
changed while we take so much granted. On the other hand if current
criticism which arose in an environment far different.
Introduction The specter of increased government rules and
regulations are haunting advertisers. Consumer supporters are
attacking advertising not only for individual excesses but also for
perpetuating artificial product differentiation among basically identical
goods and thereby maintaining oligopolistic markets in which
consumers are very sensitive in selection and differentiation of the
products.
The Federal Trade Commission, the primary regulator of advertising,
has become somewhat more strenuous in dealing with unfair and legal
advertising. The Commission staff has recommended ways of defining
deception which would reduce the scope of lawful advertising and
subject advertisers who violate the law to remedies more meaningful
than those used before (e.g.,
the FTC may seek corrective advertising which would require not only
that illegal advertising be stopped but that future advertisements
include corrections of the Advertising previously disseminated.)
Advertisings social role Advertising takes place in a public plate form
in which business interests, creativity, consumer need and government
rules and regulations meet. Sometimes ads are controversial. And
sometimes they are just as the Ad week list illustrates.
But some criticism of advertising go deeper and take us to the core of
advertisings visible social role The excessive, misleading, and false
claims made by patent medicines makers in the early twentieth
century generated the first regulation of advertising through the pure
Food and Drug Act 1906. Advertising economic roles also has been
criticized in the way it created demand which means people want or
case-by-case basis.
In general the FTC considers these factors: Type and specificity of claim
made Type of product Possible consequences of the false claims.
Degree of reliance on the claims by consumers The type and
accessibility of evidence available for making the claims Remedies for
Deception and Unfair advertising The common sources of complaints
concerning deceptive or unfair advertising practices are competitors,
the public and the FTCs own monitors.
If a complaint seems justified, the commission can follow several
course of action: consent decrees, cease-and-desist orders, fines,
corrective advertising, substation of advertising claims, and consumer
redress. Consent decrees a consent decree Cease-and-desist orders
Corrective advertising Consumer redress Food and drug administration
The food and drug administration (FDA) is the regulatory division of the
department of health and human services that oversee packages
labeling, ingredient listings, and advertising for food and drugs.
For pharmaceutical companies, advertising is a commercial free
speech issue and the industry has brought pressure on the FDA to
make direct-to-determine rules for prescription drugs more
understandable, simpler, and clearer. Federal Communication
commission The federal Communication commission (FCC), formed in
1934 to protect the public interest in radio and television broadcast
communications, can issue and revoke licenses to broadcasting
stations. The FCC also has the power to ban messages, including ads,
that are deceptive or in poor taste.
Other regulatory bodies In addition to the FTC, the FDA, and the FCC,
SEVERAL OTHER FEDRAL AGENCIES REGULATE ADVERTISING. Most
other federal agencies that regulate advertising are limited to a certain
type of advertising, product, or medium. Bureau of Alcohol, Tobacco,
and firearms The bureau of alcohol, Tobacco, and firearms (BATF)
within the Treasury Department regulates deception in ad2and
establishes labeling requirements for the liquor industry.
The agency power comes from its authority to issue and revoke annual
operating permits for distillers, wine merchants and brewer. The U.S
postal service The postal service regulates direct-mail and magazine
advertising and has control over the areas of obscenity, lotteries, and
fraud. Consumers who receive advertisements in the mail that they
consider sexually offensive can request that no more mail be delivered
from the the sender.
The states' attorneys general The national association of attorneys
our values and our view of the world, then it is essentials that
advertisers become aware of how they portray different groups \.
Conversely, if we believe that advertising GENDER ROLES Television is
a powerful socializing agent and is particularly influential in the area of
gender identity. One of the most important lessons it teaches is how
people fit into culturally shared gender and racial roles. The way
women are cast as characters in commercials, as well as programs,
can create or reinforce cultural stereotype.
Historically, advertising has portrayed gender in distinct and
predictable stereotypes. Men are usually shown as strong,
independent, and they are told that products being advertised will
make their lives less stressful and more manageable. Whereas women
are shown as nurturing and empathetic, but softer and more
dependent.
Racial and ethnic stereotypes Critics charge that racial and ethnic
groups are stereotyped in advertising. Even though most in the
industry would deny it, that charge was evident in the just for feet ad
that showed a black man being hunted down like a wild animal. A
study of television of Asian in television commercials found that they
were treated similarly to females in general.
In other words they were underrepresent and given lesser roles. Even
the more frequent use of younger Asian characters is not actually
correct according to the culture. Senior citizen Another group that
critics say is often subject to stereotyping is senior citizens, a growing
segment of the population with increasing amounts of disposable
income. Critics often object to the use of older people in roles that
portray them negatively.
In the group of women in their 50s, participants had trouble keeping
their comments polite when viewing a series of health care ads that
showed older women in primarily sedentary activities. BODY IMAGE
AND SELF IMAGE Advertising has been criticized for glorifying
glamorous looks in both men and women. To discover how flagrant
Bureau of Alcohol, Tobacco, and firearms The bureau of alcohol,
Tobacco, and firearms (BATF) within the Treasury Department regulates
deception in ad2and establishes labeling requirements for the liquor
industry.
The agency power comes from its authority to issue and revoke annual
operating permits for distillers, wine merchants and brewer. Targeting
children As the earlier described that the advertisers would be wise to
conduct the necessary research to know the standards of taste for the
are not found only in the United States or other Western countries.
Singapore, for example has an ad code specifically designed to prevent
Western-influenced advertising from impairing Asian family values.
Personal Ethic In advertising, a code of ethics is just a starting point.
Ethical decisions are usually complex and involve navigating a moral
maze of conflicting forcesstrategy versus ethics. But more
importantly, personal judgment and moral reasoning rests on an
intuitive sense of right and wrong, a moral compass that tells you when
an idea is misleading, insensitive, too over-the-top.
The practical tips box suggest some ethical questions professionals in
advertising can ask themselves as they conflict an ethical dilemma.
Note that the list is organized into of most concern in the actual
practice of advertisingdecision about advertising strategies and their
execution tactics. SUMMARY 1. DISCUSS THE SHAPE-AND-MIRROR
DEBATES The shape versus mirror debate is the central issue to
understand the Advertisings role in society.
Critics of advertising tend to believe that advertising has the power to
shape social trends and the way people think and act, advertising
professionals believe that advertising mirrors values rather than sets
them. ANALYZE THE LEGAL TOPICS THAT GUIDE ADVERTISING
PRACTICE There are two pivotal areas of case law-trademarks and
copyright protection.
and first Amendment-that pertain to advertising. The patent Office
protects unique trademarks from infringement by competitors. 3. LIST
THE KEY REGULATORY AGENCIES AND RESPONSIBILITIES The FTC is the
the agency primarily concerned with identifying and eliminating
deceptive advertising The FDA oversees advertising related to food
and drugs. OTHER Regulatory bodies with some advertising oversight
include bureau of alcohol, Tobacco, and firearms. 4.
Outline the ways professionals determine if an advertising practice is
ethical. Ultimately ethical decision making comes to a personal sense
of what's right and what's wrong. To help with these decisions
professionals consider social responsibility, professional codes and
standards, and personal moral reasoning.
KEY TERMS Copy right Corrective advertising Code of standards
Demand creation Ethics Social responsibility Demand creation
Stereotype Trademark Endorsement DISCUSSION QUESTIONS Mali is
the Advertising manager for the Jung newspaper. He is looking over a
layout for a promotion for a spring break vacation package. Review
questions Explain the debate over whether advertising shapes or
mirrors society.
If you were to take a side in this debate, which side would you be on?
Explain how trademarks and copyrights are legally protected, and why
the First Amendment is important to advertisers. In addition to the FTC,
what other governmental bodies are involved in regulating advertising
practice? Explain the three ways in which self-regulation operates in
the advertising industry. References
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%83%98+Racial+and+ethnic+stereotypes&hl=en&as_sdt=0&as_vis=
1&oi=scholart&sa=X&ved=0ahUKEwjsp- Advertising principles and
practice by William wells
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