4.01 Ethics and Advertising

Ethical Aspects of Ethical Aspects of Advertising and Advertising and PromotionPromotion

Advertising and Promotion McGraw-HillIrwincopy 2004 The McGraw-Advertising and Promotion McGraw-HillIrwincopy 2004 The McGraw-Hill Companies Inc Chapter 22 Hill Companies Inc Chapter 22

Advertising and EthicsAdvertising and Ethics

ProponentsProponents Encourages a Encourages a

standard of living standard of living improvementimprovement

Produces jobsProduces jobs Promotes competitionPromotes competition

CriticsCritics Creates needs and Creates needs and

faultsfaults More propaganda More propaganda

than informationthan information Promotes materialismPromotes materialism

Ethics in PromotionEthics in Promotion Ethics Moral principles and values Ethics Moral principles and values

that govern the actions of an that govern the actions of an individual or groupindividual or group

Ethics in PromotionEthics in Promotion

Not all issues can be regulatedNot all issues can be regulated A marketing or promotion action may be A marketing or promotion action may be

legal but not considered ethicallegal but not considered ethical Marketers must make decisions Marketers must make decisions

regarding the appropriateness of their regarding the appropriateness of their actionsactions

Companies are scrutinized for their ethics Companies are scrutinized for their ethics

Social and Ethical Criticisms Social and Ethical Criticisms of Promotionof Promotion

Advertising as untruthful or deceptiveAdvertising as untruthful or deceptive Advertising as offensive or in bad tastendashAdvertising as offensive or in bad tastendash Advertising of personal productsndashSexual appealsAdvertising of personal productsndashSexual appeals Advertising and ChildrenAdvertising and Children Social and Cultural ConsequencesndashMaking people buy Social and Cultural ConsequencesndashMaking people buy

things they donrsquot needndashEncouraging materialismndashthings they donrsquot needndashEncouraging materialismndashStereotypingndashAdvertisingsrsquo influence on the mediaStereotypingndashAdvertisingsrsquo influence on the media


Advertising as untruthful or deceptivendashAdvertising as untruthful or deceptivendash General mistrust of adsGeneral mistrust of ads

ndashndashDeliberately untruthful or misleading vs Deliberately untruthful or misleading vs pufferypuffery

Problems often more at local level rather Problems often more at local level rather than nationalthan national


Advertising as offensive in bad taste or Advertising as offensive in bad taste or irritatingirritating

Advertising of personal productsAdvertising of personal products Sexual appealsSexual appeals

10487071048707Suggestive demeaning raunchySuggestive demeaning raunchy

Many people found Benettonrsquos ldquoDeath Rowrdquo ad campaign offensive

Children and PromotionChildren and Promotion

Childrens TV Watching BehaviorChildrens TV Watching Behavior Children between ages 2-11 watch on Children between ages 2-11 watch on

average 215 hours of TV per week and may average 215 hours of TV per week and may see 22000 commercials per yearsee 22000 commercials per year

Television is an important source of Television is an important source of information for children about productsinformation for children about products

Children and Children and PromotionPromotion

Some studies have shownhellip Some studies have shownhellip Children lack experience and knowledge to Children lack experience and knowledge to

evaluate advertising criticallyevaluate advertising critically They can not differentiate between They can not differentiate between

commercials and program (fantasy vs commercials and program (fantasy vs reality)reality)

Children are vulnerable to advertisingChildren are vulnerable to advertising


helliphelliphelliphellipwhile other studies argue thatwhile other studies argue that Children must learn through the Children must learn through the consumer consumer

socialization processsocialization process need to acquire need to acquire skills to function in the marketplace skills to function in the marketplace

Acquired skills have helped teens evaluate Acquired skills have helped teens evaluate ads and recognize persuasion techniquesads and recognize persuasion techniques


From ADTextFrom ADText

StereotypingStereotyping

Portrayal of womenPortrayal of women Gender stereotypingGender stereotyping Portrayal of women as sex objectsPortrayal of women as sex objects Role portrayal of women to reflect changing Role portrayal of women to reflect changing

role in societyrole in society Blacks and HispanicsBlacks and Hispanics GaysGays ElderlyElderly

Do You Agree With Leo Burnett

ldquoIt must be said that without advertising we would have a far different nation and one that would be much the poorer-not merely in material commodities but in the life of the spiritrdquo

These excerpters are from a speech given by Leo Burnett on the American Association or Advertising Agenciesrsquo 50th anniversary April 201967

Advertising and EthicsAdvertising and Ethics

ProponentsProponents Encourages a Encourages a

standard of living standard of living improvementimprovement

Produces jobsProduces jobs Promotes competitionPromotes competition

CriticsCritics Creates needs and Creates needs and

faultsfaults More propaganda More propaganda

than informationthan information Promotes materialismPromotes materialism









































4.01 Ethics and Advertising

Documents

Transcript of 4.01 Ethics and Advertising