Ethics in Advertisement Baldeep Mann
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8/2/2019 Ethics in Advertisement Baldeep Mann
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ETHICS ‘ Values are those things that really matter to each of us ... the ideas and
beliefs we hold as special’
Ethics deals with what we believe to be good or bad and with the moralobligations that these beliefs imply. Ethics involves the rules fordeciding right and wrong and the code of conduct that is based on ourdecisions.Derived from the Greek word "ethos", which means "way of living«’.
Ethics Important
Ethics corresponds to basic human needs Values create credibility with the public Values gives management credibility with employees Values help better decision making
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ETHICS – INDIAN VIEW Indian religion has always been associated with philosophy The Vedas (about 4000 years old) talked about 4 basic goals of
existence:•Prosperity •Satisfaction of desires•Moral duty •Salvation
Upnisads distinguished between law and ethics – ethics come frominner desireCharavac philosophy was basically materialistic and was a voice of
dissent•In a way, Charvak was reactionary; he was opposing theBrahmanical dogmas in a sharp way •Jain scriptures deal with ― akriyavad at length
Jain philosophy was based on the quintessential principle of non- violence
Buddha dwelt on compassion and brotherhood
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ADVERTISEMENT
The importance of advertising is "steadily on the increase in modern society." Justas the media of social communicationthemselves have enormous influenceeverywhere, so advertising, using mediaas its vehicle, is a pervasive, powerfulforce shaping attitudes and behavior intoday's world.
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ADVERTISING TYPES
Convert AdvertisingCovert advertising embedded in other entertainment media is known asProduct Placement.
Television commercials
The TV Commercial is generally considered the most effective mass-market advertising format and this is reflected by the high prices TV networks charge for commercial airtime during popular TV events.
Newer Media and Advertising Approaches
Advertising on theWorld Wide Web is a recent phenomenonE-mail advertising is another recent phenomenon.The advertisement through Mobile phonesPersonal recommendations ("bring a friend", "sell it"), spreading buzz
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ETHICS AND ADVERTISINGAdvertisement is a mirror that helps shape the reality it reflects, andsometimes it presents a distorted image of reality
Advertising also has an indirect but powerful impact on society throughits influence on media. Many publications and broadcasting operationsdepend on advertising revenue for survival. This dependency compelsthe media to telecast unrealistic and unethical ads.
" Help Wanted" ad that appeared in the London papers in 1900 :"Men wanted for hazardous journey. Small wages, bitter cold, long
months of complete darkness, constant danger, safe return doubtful. Honor and recognition in case of success. Ernest Shackleton."
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PROBLEM TO BEING ETHICAL
MarketingObjectives
Reputation
AvailableResource
Competition
EthicalDecision
UnethicalDecision
Based On
Company’sMission
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ETHICAL AND MORAL PRINCIPLES OF ADS
a) Truthfulness in Advertising
b) The Dignity of the Human Person
c) Advertising and Social Responsibility
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WHY ETHICS ARE IMPORTANT IN ADVERTISEMENT
Advertisement
LegislationSocial Responsibility /Self Regulation
Government Agencies
Organized Groups
MediaGroupsAudience
Protection
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TYPES OF MISUSE THE ADVERTISEMENTS
• Unfair Advertising
• Unauthentic Advertising
• Unethical Advertising
• Knowingly False Advertising
• Subliminal Advertising
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CODE OF CONDUCT FOR VARIOUS ADS
For Advertisements on Radio and TelevisionProgrammes For Advertisements in Periodically PrintedPublications For Advertisements in Cinema, Video andInformation Services
For Outdoor Advertisements For Advertisements on Transport Means and PostalServices For Advertisements for Various Types of Goods For Advertisements for Financial, Insurance andInvestment Services, and for SecuritiesSocial Advertising Sponsorship Defense of Minors in the Production, Placement andDissemination of Advertisements
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THE BENEFITS OF ADVERTISING
Economic Benefits of Advertising
Benefits of Political Advertising
Cultural Benefits of Advertising
Moral and Religious Benefits of Advertising
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THE HARM DONE BY ADVERTISING
Economic Harms of Advertising
Harms of Political Advertising
Cultural Harms of Advertising
Moral and Religious Harms of Advertising
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CASES OF UNETHICAL
ADVERTISEMENT
The Fair GameElectronic MomKFC CaseBaby OilBan On Alcohol & Tobacco
Lifetime Prepaid