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    Advertising & Society Class

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    Hiba Malik
    Advertising faces criticism for potentially being unethical by raising prices, being untruthful, manipulating consumers, or targeting vulnerable groups. There are numerous issues around taste, stereotyping, advertising to children, and controversial products. Advertising is regulated by legislation, organized groups, government agencies, and media groups to protect audiences. The Federal Trade Commission focuses on deceptive and misleading ads, requiring reasonable claims, fair comparisons, proper endorsements, and substantiation of claims. Advertisers also face responsibilities around social issues to consider consumer and societal well-being. Self-regulation involves industry groups developing and enforcing their own standards.

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    Advertising & Society Class

    Uploaded by

    Hiba Malik
    1K views19 pages
    Advertising faces criticism for potentially being unethical by raising prices, being untruthful, manipulating consumers, or targeting vulnerable groups. There are numerous issues around taste, stereotyping, advertising to children, and controversial products. Advertising is regulated by legislation, organized groups, government agencies, and media groups to protect audiences. The Federal Trade Commission focuses on deceptive and misleading ads, requiring reasonable claims, fair comparisons, proper endorsements, and substantiation of claims. Advertisers also face responsibilities around social issues to consider consumer and societal well-being. Self-regulation involves industry groups developing and enforcing their own standards.

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    Advertising faces criticism for potentially being unethical by raising prices, being untruthful, manipulating consumers, or targeting vulnerable groups. There are numerous issues around taste, stereotyping, advertising to children, and controversial products. Advertising is regulated by legislation, organized groups, government agencies, and media groups to protect audiences. The Federal Trade Commission focuses on deceptive and misleading ads, requiring reasonable claims, fair comparisons, proper endorsements, and substantiation of claims. Advertisers also face responsibilities around social issues to consider consumer and societal well-being. Self-regulation involves industry groups developing and enforcing their own standards.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    1K views19 pages

    Advertising & Society Class

    Uploaded by

    Hiba Malik
    Advertising faces criticism for potentially being unethical by raising prices, being untruthful, manipulating consumers, or targeting vulnerable groups. There are numerous issues around taste, stereotyping, advertising to children, and controversial products. Advertising is regulated by legislation, organized groups, government agencies, and media groups to protect audiences. The Federal Trade Commission focuses on deceptive and misleading ads, requiring reasonable claims, fair comparisons, proper endorsements, and substantiation of claims. Advertisers also face responsibilities around social issues to consider consumer and societal well-being. Self-regulation involves industry groups developing and enforcing their own standards.

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    of 19

    Advertising and Society:

    Ethics, Regulation and Social


    Responsibility

    m
    Advertising and Society
    Advertising¶s visible social role makes it a
    target for criticism.
    Some of today¶s consumers believe that a
    great deal of advertising is unethical
    because it:
    d Adds to the price of products,
    d Is untruthful,
    d Tricks people, or
    d Targets vulnerable people.

    á
    Ethical Criteria
    Numerous Advertising-Related Issues Are Left to the Discretion of
    the Advertisers and Are Based on Ethical Concerns.

    Advocacy
    Advertising Tries to Persuade the Audience to Do
    Something; It is Not Objective or Neutral.

    Accuracy
    Subtle Messages Trouble Critics Especially
    When Aimed At Groups Such as Children, the
    Elderly, or the Disabled.
    Acquisitiveness
    Are We Persuaded That We Continually Need More
    and More New Products? Consumers Make the
    Final Decision.
    ×
    The Problem of Being Ethical
    Company's
    ÷thical Mission Marketing
    Objectives
    Decisions

    Based On Reputation

    Nonethical
    Available
    Decisions Resources
    Competition

    Œ
    Ethical Issues in Advertising
    uffery
    ³Advertising Or Other Sales Representations, Which raise
    the Item to Be Sold With Subjective Opinions, Superlatives,
    or ÷ aggerations, Vaguely and Generally, Stating No Specific
    Facts.´

    Taste and Advertising

    roduct Taste Current


    Categories Issues Issues

    º
    Ethical Issues in Advertising
    Stereotyping in Advertising

    Women in Racial & ÷thnic Senior Gay & Lesbian


    Advertisements Stereotypes Citizens Consumers

    Advertising to Children

    Limits Set For 3 Hours of


    Controversial
    Amounts of ÷ducational
    Topic
    Advertising TV er Week
    -
    Ethical Issues in Advertising
    Advertising Controversial roducts

    Tobacco Alcohol Gambling

    Subliminal Advertising
    A Subliminal Message is One That is Transmitted in Such a
    Way That the Receiver is Not Consciously Aware of
    Receiving It.

    [
    Regulatory Factors Affecting
    Advertising (Fig. 2.1)
    Legislation
    Social
    Responsibility/ Organized
    Self-Regulation Groups

    Government Advertisement Media


    Agencies Groups

    Audience
    rotection
    r
    Federal Case Law Affecting
    Advertising
    First Amendment Case Law
    This rotection Applies to Commercial Speech, Which
    is Speech That romotes Commercial Activity.
    That rotection is Not Absolute.

    rivacy Case Law Developments:


    Online Advertising
    Legal Issues of Data Collection Are Troubling
    Consumers, Online Advertisers, and the Government.
    Online rivacy Alliance Has ublished Guidelines.

    ·
    Advertising and the Federal
    Trade Commission
    The Federal Trade Commission¶s (FTC) Main Focus, Regarding
    Advertising, is to Identify and Eliminate Ads that are Deceptive or
    Mislead the Consumer. Key Areas that Concern the FTC:

    Deception

    Reasonable Basis for Making a Claim

    Comparative Advertising

    ÷ndorsements

    Demonstrations
    m
    Deception
    The current FTC policy on deception
    contains three basic elements:
    d Where there is representation, omission, or
    practice, there must be a high probability that it
    will mislead the consumer.
    d The perspective of the ³reasonable consumer´
    is used to judge deception.
    d The deception must lead to material injury.
    d This policy makes deception difficult to prove.

    mm
    Reasonable Basis for Making
    a Claim
    Determining the reasonableness of a claim
    is done on a case-by-case basis. In general
    the FTC considers the following factors:
    d Type and specificity of claim made
    d Type of product
    d Possible consequences of the false claim
    d Degree of reliance by consumers on the claims
    d The type and accessibility of evidence available
    for making the claim.
    má
    Comparative Advertising
    The FTC considers comparative
    advertising deceptive unless:
    1. The comparisons are based on fact.
    2. The differences advertised are
    statistically significant.
    3. The comparisons involve meaningful
    issues.
    4. The comparisons are to meaningful
    competitors.
    m×
    Endorsements
    An endorsement or testimonial is any
    advertising message that consumers
    believe reflects the opinions, beliefs, or
    experiences of an individual, group, or
    institution.
    Endorsers must:
    d Be qualified by experience or training to make
    judgments, and
    d They must actually use the product.

    mŒ
    FTC Deceptive and Unfair
    Advertising Remedies
    Method 1. Consent Decrees

    Method 2. Cease-and-Desist Orders

    Method 3. Corrective Advertising

    Method 4. Substantiating Advertising Claims

    Method 5. Consumer Redress

    Method 6. Hold Advertising Agency Legally


    Responsible mº
    Advertising and Other
    Regulatory Agencies
    In Addition to the FTC, Several Other Federal Agencies
    Regulate Advertisers and Their Agencies.

    Food and Drug Federal


    Administration Communication
    Commission
    Additional Federal
    Regulatory
    Agencies
    m-
    Social Responsibility
    ³Organization¶s Task is to Determine the Needs,
    Wants, and Interests of Target Markets and to
    Deliver the Desired Satisfactions More ÷ffectively
    And ÷fficiently Than Its Competitors in a Way that
    reserves or ÷nhances the Consumer¶s and
    Society¶s Well-Being.´ (48) by hillip Kotler.

    Level One Level Two


    Being Socially Advertiser is
    Responsible is a ÷ngaged in
    Business rosocial
    hilosophy
    Messaging
    m[
    Different Levels of Self-
    Regulation

     
    V 
    V    V   
    An Organization
    The Industry
    Develops, Industry Voluntarily
    Develops,
    Uses, and Involves Nonindustry
    Uses and
    ÷nforces Norms eople in the
    ÷nforces Development,
    By Itself
    Norms Application, and
    ÷nforcement of Norms

    mr
    Critical Ad Analysis
    BIG Idea
    Campaign Idea
    Target Audience
    Brand personality communicated through that particular AD
    Brand positioning communicated through that particular AD
    Appeals used:
    ÷motional (that is which aspect shows an emotional or rational
    appeal)
    Rational

    Any positive points /flaws?:( This analysis includes not only the
    visuals. Also keep in mind the selection of the models, their brand
    personality match with the brand personality of the brand, Tagline
    analysis, Body Copy, color combinations, e ecution of the Ad,
    photography /editing quality etc....and other aspects which I have
    already told you in my lectures till now)

    m·

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