Advertising Ethics(2)
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Transcript of Advertising Ethics(2)
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ADVERTISING AND ETHICS
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MARKETING ETHICS
Marketing Ethics may be defined as principles
that defineacceptableconductin marketing.These principlesorstandardsencourage
marketerstofulfill societysexpectations.
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ARGUMENTS FOR OR AGAINST
ADVERTISING
ARGUMENTS FAVOURING ADVERTISING :-
1. Providesinformation2. Encouragesahigherstandard ofliving
3. Creates jobsand helpsnewfirm toentera
market
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Contd..
ARGUMENTS AGAINST ADVERTISING :-
1. Createsneedsand wantsamongconsumers2. Promotes materialism and greed
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MORAL PRINCIPLES IN ADVERTISING
Wecanidentify2 basic moral principlesthatare
relevanttoadvertisingare :-
1. TRUTHFULNESS
2. THE DIGNITY OF THE HUMAN PERSON
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]
TRUTHFULNESS.
.
Therighttoinformation demandsthatthe
contentofwhatiscommunicated must be
trueand withinthe limitsset by justiceshould
becomplete.
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THE DIGNITY OF THE HUMAN PERSON
Advertisingcanviolatethe dignityofthehumanperson boththroughitscontent whatisadvertised , the mannerinwhichitisadvertised
This problem isespeciallyacutewhere particularclassesofpeopleareconcerned : children , youngpeople , theelderlyetc.
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BENEFITS OF ADVERTISING
ECONOMIC BENEFITS OF ADVERTISING
POLITICAL BENEFITS OF ADVERTISING CULTURAL BENEFITS OF ADVERTISING
MORAL AND RELIGIOUS BENEFITS OF
ADVERTISING
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ECONOMIC BENEFITS OF
ADVERTISING
Itisan useful tool forsustaininghonestandethicallyresponsiblecompetitionthatcontributes
toeconomicgrowth Ithelpsininforming peopleabouttheavailability
ofdesirablenew productsand servicesandimprovementinexistingones
Itcontributestothecreationofnew jobsandhigherincomes
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POLITICAL BENEFITS OF ADVERTISING
Itcan makeitscontribution byinforming people
abouttheideas policy proposalsofpartiesand candidates.
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CULTURAL BENEFITS OF
ADVERTISING
Itcontributestothe bettermentofsociety by
upliftingand inspiring peopleand motivating
them
Itcan brighten livessimply by beingtasteful
and entertaining
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MORAL AND RELIGIOUS BENEFITS OF
ADVERTISING
Advertisinghelpsinspreading messagesof
faith, patriotism, tolerance, compassionand
serviceofcharitytowardstheneedy
Ithelpsincommunicating messages
concerninghealtheducationtothe people.
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HARMS OF ADVERTISING
ECONOMIC HARMS OF ADVERTISING
HARMS OF POLITICAL ADVERTISING CULTURAL HARMS OF ADVERTISING
MORAL AND RELIGIOUS HARMS OD
ADVERTISING
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ECONOMIC HARMS OF ADVERTISING
Itis used notsimplytoinform butto persuade
and motivatetoconvince peopletoactonthe
basisofirrational motives
Consumerattitudesand lifestylescan be
created whichareimproper.
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HARMS OF POLITICAL ADVERTISING
Political advertisingseeksto distorttheviews
and recordsofopponentsand unjustlyattackstheirreputations.
Advertisingappeals moreto peoplesemotions.
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CULTURAL HARMS OF ADVERTISING
Itcanalsohaveacorruptinginfluence upon
cultureand cultural valuestheir peoples byreflectingthose prevalenttraditional values.
Insomeculturesthereare luckycolours, such
asred in Chinaand unluckycolours, suchas
blackin Japan. Somecolourshavecertain
significance;greenisconsidered aspecial
colourin Islam.
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Contd.
Manyhotelsinthe USA or UK donothavearoom 13
ora 13thfloor. Similarly, Nippon Airwaysin Japan do
nothavetheseatnumbers 4 or 9. Ifthereare
numberswithnegativeconnotationsabroad,presentingor packaging productsinthosenumbers
whenadvertisingshould beavoided.
advertisingthatfocusesonindividual success,
independenceand stressingtheword "I" would be
received negativelyincountrieswhereteamworkis
considered a positive quality.
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MORAL AND RELIGIOUS HARMS Of
ADVERTISING
Commercial advertiserssometimesinclude
religiousthemesor useofreligiousimagestosell their productswhichinvolvesexploiting
religion.
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SOCIAL ASPECTS OF ADVERTISING
ADVERTISING EDUCATES CONSUMERS
~ PRO :- advertising informs~ CONS :- advertisingissuperficial.
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Contdd..
ADVERTISING AFFECTS HAPPINESS AND WELL
BEING
~ PRO :- adscreatesneedsand reflectssocietyspriorities
~ CONS :- adsaddressawidevarietyofbasic
humanneedsand promotes materialism.
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ETHICAL ASPECTS OF ADVERTISING
Ethicsare moral standardsagainstwhich
behaviour is judged .
Keyareasofdebateregardingethicsandadvertisingare :-
1. Truthinadvertising
2. Advertisingtochildren3. Advertisingcontroversial products
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Truthinadvertising
DECEPTION is makingfalseor misleadingstatements.
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Advertisingtochildren
Advertising promotessuperficialityand
materialism inchildren
Childrenareinexperienced
Persuasiontochildrencreateschild parent
conflict
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Advertisingcontroversial products
Tobacco , alcohol , gamblingand lotteriesareproductcatagoriesofgreatestonce.
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Survey byadvertising
association,london,
Acctothissurveyrevealsthatwe liveinafree
society,freedom ofspeechisanimportantright,thatappliesequallytoadvertisesand
freedom ofinformationarefundamental
principlesonwhichadvertisingshould be
conducted.
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Fundamental principle
The britishcodeofadvertising practiceis
based onthefourfundamental principleofadvertising:-
Legal,decent,honestand truthful.
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DETERMINING WHAT IS ETHICAL
THE SOCIAL ETHIC
THE PROFESSIONAL ETHIC
THE PERSONAL ETHIC
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THE SOCIAL ETHIC
Social Responsibility motivatesa businessto
makea positiveimpactonthesociety.
Ifthereisawrittencomplaintsfrom any
memberofpublic,actioncan betaken.theadvertisementcan be modified orwithdrawn.
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THE PROFESSIONAL ETHIC
A CodeofStandardsidentifieshow
professionalsshould respond whenfacinganethical dilemma.
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THE PERSONAL ETHIC
Personal judgementand moral reasoningrests
onanintuitivesenseofwhatisrightand what
iswrong
Advertising professionals must beawareof
industrystandardsaswell asethical
standards.
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IMPROVING ETHICAL BEHAVIOUR IN
MARKETING
Organizational commitmenttoethical behaviour.
Improvingtheorganizationsethical standards
Screeningout unethical personsintheorganizations
Programmestoencourageethical decision making
when marketers understand the policiesand
requirementsforethical conduct, sothattheycan
moreeasilyresolve ethical conflicts.
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Contd.
Codesofconductwhichconsistofformamalised rulesand standardsthat describewhatthecompanyexpectsfrom its employees. Suchcoded guide marketersindealingwithethical dilemmasand they mustknowthepunishmentforviolatingtherules.
Appointingethicsofficersto disseminatecodeofethics, toanswer questionsaboutethical issues, totakeactionsoncodeviolations, toreviewand modify the
codeofconduct. Imposing penaltiesor punishmentsonthosewho
violatecodesofconduct.
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issuesonadvertising
Inindonesia,TV commercialswere banned
becausetheyweresuspected ofincreasingtheexpectationofthe poorer people.
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Golden RuleofEthics
Do untoothersasyou would havethemdo untoyou.
Different people
understand thisruleindifferentways
The other person maybe different from you
and does not want tobe treated as youwant to be treated!
l Marketing News.Ethicscan begauged bythreekeyrules.
Written by Dillard B. Tinsley. Sept. 1,2003.
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Creates NeedsandWants AmongConsumers
PromotesMaterialism,Insecurityand Greed
ProvidesInformation
Creates JobsandHelps New Firms EnteraMarket
EncouragesA Higher StandardOfLiving
PromotesCompetitioninTheMarketplace
Creates NeedsandWants AmongConsumers
Creates JobsandHelps New Firms EnteraMarket
EncouragesA Higher StandardOfLiving
ProvidesInformation
Advertisingand Promotion: Two Viewpoints
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Proponents Argue That Advertising andPromotion:
Critics Argue That Advertising and Promotion
PromotesCompetitioninTheMarketplace
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Not All Issues CanBeRegulated
A MarketingorPromotion ActionMayBe Legal but Not
Considered Ethical
MarketersMustMake DecisionsRegardingtheAppropriatenessofTheir Actions
A MarketingorPromotion ActionMayBe Legal but Not
Considered Ethical
Not All Issues CanBeRegulated
Ethicsin Advertisingand Promotion
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Ethics: Moral principlesand valuesthatgovernthe
actionsofand individual orgroup.
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General MistrustofAdvertisingand
Among Consumers.Many Do Not Perceive Ads
As HonestorBelievable
General MistrustofAdvertising Among
Consumers.Many AdsDo Not Perceive As
HonestorBelievable
Abuses Involving SalesPromotions Such AsContests, Sweepstakes, Premium Offers
Unethical And/or DeceptivePractices
InvolvingMail Order, Telemarketingand OtherFormsofDirectMarketing
Internet Scamsand Abuses
Abuses Involving SalesPromotions Such AsContests, Premium Offers
Unethical And/or DeceptivePractices
InvolvingMail Order, Telemarketingand OtherFormsofDirectMarketing
Advertisingand Promotionas Untruthful orDeceptive
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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Acc. To J.K Galbrieth
Theeffectofnon deceptiveadsonconsumer
inhis bookThe Affluent Societyclaimsthat-
1.advertisingcreateswantsinconsumer.
2.thiswantcreation byadvertising
encouragesconsumersto demand and
economyto produce lessimportantgoods
instead ofgoodsnecessaryforsatisfying
importantneeds.
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Making Consumers AwareofProductsand
Services
Providing Consumers With Informationto
UsetoMakePurchase Decisions
Providing Consumers With Informationto
UsetoMakePurchase Decisions
Making Consumers AwareofProductsand
Services
RoleofAdvertisinginthe
Economy
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Encouraging Consumptionand Fostering
Economic Growth+
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Do You Agree With Leo
Burnett?
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
It must be said that without advertising we
would have a far different nation, and one
that would be much the poorer-not merelyin material commodities, but in the life of
the spirit.
These excerpters are from a speech given by Leo Burnett on the American
Association or Advertising Agencies 50th anniversary, April 20,1967
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ENVIRONMENTAL ETHICS
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Ethical Subsections
Social EthicsEthicswhichguideshuman behaviortowardseachother
Professional EthicsEthicswhichguides professionalswithinitsgroupand toward society
Environmental EthicsEthicswhichguideshuman behaviortowardstheearth
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Environmental Ethical Value Systems
Biocentrism
Anthropocentrism
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Biocentrism
1. Humansare membersofthe Earthscommunity
2. All organismsarecentersoflife, each
pursuingitsown life.
3. Humansarenotinherentlysuperiortootherlivingthings
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Anthropocentrism
Emphasizeshuman dominationovernatureand
viewsnon-humanenvironmentasa bundleof
natural resourcesto be managed and
exploited for maximal humangain.
Q t b Ald L ld
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Quote by Aldo Leopold,
A Sand County Almanac
A thingisrightwhenittendsto preserve
theintegrity, stability, and beautyofthe
bioticcommunity. ItiswrongwhenittendsotherwiseWeabuse land becausewe
regard itasacommunity belongingto us.
Whenwesee land asacommunitytowhich
we belong, we may beginto useitwith love
and respect.
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Quote by mahatmagandhi
Remarked by mahatmagandhi
Itis decreasinginthe jungle butitisincreasinginthetowns
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Preservation Ethic
Naturehasintrinsicvalueapartfrom human
appropriation.
Animal Rightsall creatureshavearightto live.
Humans dependentonenvironment.
Preservenatureforfuturegenerations.
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Environmental Ethics
Environmental ethicsisconcerned withthe
issueofresponsible personal conductwithrespecttonatural resources, species, and non-
humanorganisms.
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Contd.
Each personhastheright to a healthy livingenvironment. Therefore, no personhastheprivilegetoendangertheenvironment.
Values mustteachindividualsand organizationstoactinawaywhichwill benefitnotonly
theirself-preservation, butalsotothewell-beingoftheenvironmentwhichsustainsthem.
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Environmental EthicsPrinciples
1.Every lifeform is unique, and hasintrinsicvalueregardlessofits perceived valuetohumans.
2.Weshould havea profound respectfor Nature3.We must maintainaharmoniousrelationship
withotherspecies.
4.Everyoneshould takeresponsibilityforhisimpacton Nature
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Anthropocentrism
We can best protect nature by looking out
for human needs.
Ex: Saving the rainforests will provide
O2 and medicines for humans.
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Relationshipsamonghumans, animals,
and thenatural environment
People use many of the Earth's natural
resources. All of the products we use have a
natural resource base. Minerals, forest
products, water, and soil are just a few of
the natural resources humans use to
produce energy and make things people use.
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Contd..
Somenatural resourcescan bereproduced
withinafewyearsor decades. Theseare
called renewable resources.
Treesareanexampleofarenewableresource.
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Defined byemperor Ashoka
Emperorashoka defined akings dutyisnot
merelyto protectcitizenand punish
wrongdoers, butalsoto preserveanimal
life,forestsand trees.
Ashokawasthefirst monarchtoforbid the
killingoflargenumberofspeciesofanimals
forsportorfood.
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WHAT IS ETHICAL AND SUSTAINABLEINVESTMENT?????
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ETHICAL INVESTMENT
Ethical Investmentistheapplicationofethical
principlestotheinvestmentofcapital to
achievea TripleBottom Line :
ECONOMIC PROFIT
SOCIAL PEOPLE
ENVIRONMENTAL - PLANET
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Socially Responsible Investment
Aninvestment described asSocially
Responsibleisonethatarecommonto
societyasawhole. Thesevalues usually
centreontheenvironment , peopleand
animals. Theterm Socially Responsible
Investmentis used interchangeablywith
ethical investment.
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What Ethical Issuesareimportantto
Investors?????
Communityrelations
Environment
Gambling
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Ethical Investmentsaimstoincrease
Returnand reducerisk by:-
Increasingreturnthroughrecyclingetc.
reducingcostssuchaswaste.
Attractingand retaining bestemployees
Improvingcustomersalesand loyalty
Growingsupplierscommitment
Strengtheningcommunityrelations
The FOUR Ps of Ethical and
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The FOUR P sofEthical and
SustainableBusinessare :-
PURPOSE (creatingenvironmental, social and
financial wealth)
PRINCIPLES (honesty, fairness, caringand
courage)
PRACTICE(community,environment,employee,
customers, suppliers, shareholders)
PERFORMANCE MEASUREMENT
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Contd
Investorscangainthe benefitsofinvestingin
thosecompaniesthat dowell by doinggood
and achieving TRIPPLE BOTTOM LINE of
environmental, social and financial wealth
creation.