ADVERTISING RIGHTS &ADVERTISING WRONGS:

Presented by:Parij Pran BorgohainPrateeksha DarabdharaSanmita Acharjee

2) “WE WANT CONSUMERS TO SAY, ‘THAT’S A HELL OF A PRODUCT’ INSTEAD OF, ‘THAT’S A HELL OF AN AD”

-LEO BURNETT

Advertising:

It is a non-personal, paid, persuasive communication of information about products, services or ideas by identified sponsors through various media.

Ethics:

‘It is the feeling that has to do with what I feel is right or wrong’‘It has to do with my religious beliefs and what the society accepts and the LAW Requires.

3) BASIC PRINCIPLES OF ADVERTISING:DecencyHonestySocial ResponsibilityTruthful PresentationComparisonsImitationSafety and healthAvoidance of harmEnvironmental Behaviour.

4) UNETHICAL ISSUES IN ADVERTISING Surrogate Advertising Puffery Exaggeration Unverified claims Women stereotyping Women used as sex symbols Comparative advertisements Use of children in advertising

5)EXAGGERATION / PUFFERY

:

6)

7) WOMEN AS SEX SYMBOL:

8) STEREOTYPING:

9)PLACEMENT OF PRODUCTS:

10) THE GAZE THEORY:

Gaze can be defined as the way people look at subjects or objects in a given text.

Two forms of gaze:- The Male Gaze

The Female Gaze

11) CONTD… The Male Gaze

The whole idea of male gaze was given by Laura Mulvey. Women are always portrayed as the object of gaze. Here, men are the default targeted audience.

The Female Gaze

The female gaze is similar to the male gaze. It deals with how women look at men. Woman would be objectifying the man to the subject of their desires and pleasures of looking.

12) CONTD…

13) SURROGATE ADS: It is one in which a product different from the

main product is advertised with the same brand name. The main purpose is to increase the sales of the main product.

14)CONTD… It started in Britain. When housewives started

protesting against liquor advertisements.

This form of advertising is used to promote liquor and tobacco products which is otherwise banned in India since 1995.

However, such kind of advertisement are not banned, because the government generates revenue in the form of taxes from these companies.

15)REGULATION IN ADVERTISEMENTS: The Regulatory Bodies are:-

Advertising Standards Council of India (ASCI) Federal Trade Commission for United States Advertising Standards Authority for UK Advertising Standards Authority for South Africa

16) EXAMPLES OF REGULATIONS1.Axe adComplaints- the visuals were indecent and likely to cause widespread offenceResult- Ad was modified by deleting a few scenes

2.Bajaj Pulsar adComplaints- the stunts shown were highly dangerous without having any safety regardResult-Ad was modified with a clear disclaimer at the beginning

3.Big Bazaar ad Complaints-The tag line ‘Isse sasta aur acha kahin nahi’ was tagged misleadingResults- The advertisers provided comparative bills of BB and other stores and showed that on a basket of comodities,they are cheaper. As a result no changes were made.

Although there are no definite rules for advertisements yet there are certain codes and Acts advertisers need to follow.

The Constitution of India

oConsumer Protection Act 1986

o The Drugs and Cosmetic Act, 1940.

17) CONTD…….

18) CONCLUSION:

In advertisements, it is hard to define what is ethical and what is not. That does not mean that we stand for anything that do not follow the minimum standards of decency.

It is true that what is bad for me may not be bad for another person, but good is good for everyone.

What matters in the end is the memory of the product and not it’s advertisement.