advertising as a tool of marketing

8/9/2019 Advertising as a tool of Marketing

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TERM PAPER

ON

ETHICS IN ADVERTISEMENTS AND ITS

IMPACT ON INDIAN SOCIETY

AMITY COLLEGE OF COMMERCE & FINANCE

AMITY UNIVERSITY, UTTAR PRADESH

Submitted to: Submitted by:

Mrs. Priya Jhamb Nitish SuriFaculty Guide A310460063

!."om #$o%s&

'00('01'

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ACKNOWLEDGEMENT

) am hi*hly obli*ed to my +aculty *uide Mrs. Priya Jhamb, -ho ro/ided her

*uida%ce a%d assista%ce i% site o+ his busy schedules. ) ac%o-led*e my cordial

*ratitude to my +aculty *uide +or her *uida%ce a%d timely ad/ice at e/ery sta*e

to-ards comletio% o+ the roect reort. ) -ould also lie to e2ress my tha%s to

all the reso%de%ts +or their cooeratio% as -ithout them, the sur/ey -ould %ot

ha/e bee% ossible. Fi%ally, ) -ish to tha% o%e a%d all -ho ha/e co%tributed,

e%coura*ed a%d i%sired me to do this roect.

Nitish Suri

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Table of Conen!

CONTENTS Pa"e No#

C$a%e '( Ino)*+on

Ad/ertisi%*: Mea%i%* "o%cet 6(

"lassi+icatio% o+ Ad/ertiseme%t 10(16

)mact o+ Ad/ertiseme%t 1('5

co%omic )mact '6('7

Social )mact '(30

Psycholo*ical )mact 31(33

)mact o+ Ad/ertiseme%t o% childre% 34(36

thics i% Ad/ertiseme%t Sector 3(37

thical a%d Moral Pri%ciles 3(45

C$a%e -( Raonale of $e To%+

8easo%s +or choosi%* this toic 46(4

C$a%e .( Re/e0 of Lea*e 47

C$a%e 1( Ob2e+/e of $e S*)3 4

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C$a%e 4( Me$o)olo"3

Samle 50

9ools sed 51

C$a%e 5( Ine%eaon an) Anal3!! 5'(57

C$a%e 6( Fn)n"! 5

C$a%e 7( L8aon! 60

C$a%e 9( Re+o88en)aon! 61

C$a%e ':( Con+l*!on 6'

;blo"a%$3

Anne


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E


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ADVERTISING( MEANING & CONCEPT

INTRODUCTION

9he term ad/ertisi%* is deri/ed +rom the ori*i%al @ati% -ord ad/ert ereB -hich mea%s to tur%B

the atte%tio%. /ery iece o+ ad/ertisi%* tur%s the atte%tio% o+ the reader or the liste%ers or the

/ie-ers or the o%looers to-ards a roduct or a ser/ice or a% idea. Accordi%* to the Ne-

%cycloedia !rita%%ica, CAd/ertisi%* is a +orm o+ commu%icatio% i%te%ded to romote the sale

o+ a roduct or ser/ice to i%+lue%ce the ublic oi%io% to *ai% olitical suort or to ad/a%ce a

articular causeD.

More o+te% tha% %ot, ad/ertisi%* *e%erally i%/ol/es a% eleme%t o+ cost, althou*h it is ossible to

do it +or +ree i+ you %o- ho- to *o about it. Free ad/ertisi%* is easier to *et -ith a% o%li%e

busi%ess tha% a traditio%al o++site co%cer%. Ge%erally, ho-e/er, ad/ertisers -ill ay ublishers or

media a%d broadcasti%* coma%ies to ro/ide the ad/ertisi%* lat+orm o+ a %e-saer, radio or

tele/isio%.

Defining Advertising

9here are di++ere%t de+i%itio%s *i/e% by di++ere%t eole i% the di++ere%t time eriod, o%e the

imorta%t *i/e% by America% Mareti%* Associatio% #AMA& i% 163, )t de+i%es Ad/ertiseme%t

as CAd/ertiseme%t is a non %e!onalrese%tatio% o+ idea, %o)*+ or !e/+e!by a% )enfe)

!%on!o.D =here as a%other de+i%itio% o+ ad/ertisi%* is: EAd/ertisi%* is the %o% erso%al

commu%icatio% o+ i%+ormatio% usually aid +or a%d usually ersuasi/e i% %ature about roducts,

ser/ices or ideas by ide%ti+ied so%sors throu*h the /arious media.E.

@et us see the di++ere%t asect o+ de+i%itio%,

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NONPERSONAL

First o+ all -hat is E%o% erso%alE 9here are t-o basic -ays to sell a%ythi%*: erso%ally a%d %o%

erso%ally. Perso%al selli%* reuires the seller a%d the buyer to *et to*ether. 9here are ad/a%ta*es

a%d disad/a%ta*es to this. 9he +irst ad/a%ta*e is time: the seller has time to discuss i% detail

e/erythi%* about the roduct. 9he buyer has time to as uestio%s, *et a%s-ers, a%d e2ami%e

e/ide%ce +or or a*ai%st urchase.

A seco%d ad/a%ta*e o+ erso%al selli%* is that the seller ca% see the erso% he is selli%* to, he ca%

see your +ace, see ho- the sales messa*e is *etti%* across. )+ you #customer& ya-% or your eyes

shi+t a-ay, you>re ob/iously bored, a%d the seller ca% cha%*e his aroach. $e ca% also see i+

you>re hooed, see -hat +eatures or be%e+its ha/e your atte%tio%, a%d emhasiHe them to close thesale.

Fi%ally, the seller ca% easily locate ote%tial buyers. )+ you e%ter a store, you robably ha/e a%

i%terest i% somethi%* that store sells. Street /e%dors a%d door(to(door sellers ca% simly shout at

ossibilities. I%oc at the door a%d start their siel -ith a% atte%tio% *rabber. From there o% they

+it their messa*e to the i%di/idual customer, tai%* all the time a customer is -illi%* to *i/e

them.

isad/a%ta*es do e2ist erso%al selli%* is, %aturally e%ou*h, e2e%si/e, si%ce it is labor(i%te%si/e

a%d deals -ith o%ly o%e buyer ata time. Just ima*i%e tryi%* to sell che-i%* *um or *uitar ics

o%e(o%(o%eK it -ould cost a dollar a stic or ic. )% additio%, its ad/a%ta*e o+ time is also a

disad/a%ta*e. Perso%al selli%* is time(co%sumi%*. Selli%* a stereo or a car ca% tae days, a%d

maor comuter a%d airla%e sales ca% tae years. No%etheless, althou*h erso%al selli%* results

i% more reectio%s tha% sales, a%d ca% be %er/e(raci%*, +rustrati%* a%d e*o destroyi%* +or the

saleserso%, -he% the saleserso% is *ood it is more directed a%d success+ul tha% ad/ertisi%*.

From the abo/e, it aears that erso%al selli%* is much better tha% ad/ertisi%*, -hich is %o%

erso%al. 9his is true. Ad/ertisi%* has %o%e o+ the ad/a%ta*es o+ erso%al selli%*: there is /ery

little time i% -hich to rese%t the sales messa*e, there is %o -ay to %o- ust -ho the customer

is or ho- he is reso%di%* to the messa*e, the messa*e ca%%ot be cha%*ed i% mid(course to suit


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the customer>s reactio%s. 9he% -hy bother -ith ad/ertisi%* !ecause its ad/a%ta*es e2actly

relace the disad/a%ta*es o+ erso%al selli%*, a%d ca% emulate some o+ the ad/a%ta*es. First let>s

loo at the latter.

First, ad/ertisi%* has, comarati/ely seai%*, all the time i% the -orld. %lie erso%al selli%*,

the sales messa*e a%d its rese%tatio% does %ot ha/e to be created o% the sot -ith the customer

-atchi%*. )t ca% be created i% as ma%y -ays as the -riter ca% co%cei/e, be re-ritte%, tested,

modi+ied, i%ected -ith e/ery tric a%d aeal %o-% to a++ect co%sumers.

Seco%d, althou*h ad/ertisers may %ot see the i%di/idual customer, %or be able to modi+y the sales

messa*e accordi%* to that i%di/idual>s reactio%s at the time, it does ha/e research about

customers. 9he research ca% ide%ti+y ote%tial customers, +i%d -hat messa*e eleme%ts mi*ht

i%+lue%ce them, a%d +i*ure out ho- best to *et that messa*e to them. Althou*h the research is

mea%i%*less -he% alied to a%y articular i%di/idual, it is e++ecti/e -he% alied to lar*e

*rous o+ customers.

9hird, a%d erhas o+ most imorta%ce, ad/ertisi%* ca% be +ar cheaer er ote%tial customer

tha% erso%al selli%*. Perso%al selli%* is e2tremely labor(i%te%si/e, deali%* -ith o%e customer at

a time. Ad/ertisi%* deals -ith hu%dreds, thousa%ds, or millio%s o+ customers at a time, reduci%*

the cost er customer to mere e%%ies. )% +act, ad/ertisi%* costs are determi%ed i% art usi%* a

+ormula to determi%e, %ot cost er ote%tial customer, but cost er thousa%d ote%tial customers.

9hus, it aears that ad/ertisi%* is a *ood idea as a sales tool. For small ticet items, such as

che-i%* *um a%d *uitar ics, ad/ertisi%* is cost e++ecti/e to do the e%tire selli%* ob. For lar*e

ticet items, such as cars a%d comuters, ad/ertisi%* ca% do a lar*e art o+ the selli%* ob, a%d

erso%al selli%* is used to comlete a%d close the sale.

Ad/ertisi%* is %o% erso%al, but e++ecti/e.

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VARIOUS MEDIA

9he /arious media are the %o%(erso%al cha%%els o+ commu%icatio% that eole ha/e i%/e%ted

a%d used a%d co%ti%ue to use. 9hese i%clude %e-saers, ma*aHi%es, radio, tele/isio%, billboards,

tra%sit cards, sa%d-ich boards, sy-riti%*, a%d osters, a%ythi%* that aids commu%icati%* i% %o%

erso%al -ay ideas +rom o%e erso% or *rou to a%other erso% or *rou. 9hey do %ot i%clude

eole tali%* to each other: f!, tali%* is erso%al a%d ad/ertisi%* is %o%(erso%alK a%d

!e+on), there is %o -ay to use eole tali%* to each other +or ad/ertisi%*((-ord(o+(mouth is %ot

a% ad/ertisi%* medium, si%ce you ca%>t co%trol -hat is said.

9hus, to reeat EAd/ertisi%* is the %o% erso%al commu%icatio% o+ i%+ormatio% usually aid +or

a%d usually ersuasi/e i% %ature about roducts, ser/ices or ideas by ide%ti+ied so%sors throu*h

the /arious media.E

Con+e% of A)/e!n"

1. Ad/ertisi%* co%sists o+ -ritte% a%d oral messa*es that are directed to a tar*et audie%ce.

'. Ad/ertisi%* ersuades the ublic to urchase a certai% roduct or ser/ice.

3. ach ad/ertiseme%t is related to a certai% ad/ertiser -ho is selli%* the roduct or ser/ice

i%/ol/ed4. Ad/ertisi%* reuires the ad/ertiser to ay the ublisher i% retur% +or the ad/ertiseme%t.

Ad/ertisi%* is a%y aid +orm or messa*e that rese%ts *oods or ser/ices o+ a certai% ad/ertiser or

so%sor, a%d should rese%t the roduct i% such a -ay as to ersuade the reader or liste%er to

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CLASSIFICATION OF ADVERTISEMENT

1. Naonal A)/e!n":Some ma%u+acturers mayB thi% that their tar*et is, the e%tire cou%try.

9hey select media -ith a cou%tryside base. Ge%erally lar*e, established +irms belo%* to this

cate*ory. Amo%* them are $i%dusta% @e/er, !rooe !o%d, @arse% 9oubro, scorts, Associated

"eme%t "oma%ies a%d the lie.

'. Local Advertising:Small +irms may lie to restrict their busi%ess to State or re*io%al le/el.

Some +irms +irst localiHe their mareti%* e++orts a%d o%ce success has bee% achie/ed, they sread

out to -ider horiHo%s. A classic e2amle is Nirma -ashi%* o-der, -hich i%itially -as sold o%ly

i% Guarat a%d subseue%tly e%tered the other marets. 8etail stores also u%dertae local

ad/ertisi%*. 9he area to be co/ered -ould *e%erally be a city or a to-% a%d media -ould be

selected -hich ri%cially relates to that area. )+ -e discuss about the rece%t years, se/eral

%e-saer suleme%ts ha/e aeared -hich +ocus o% a articular city a%d are o+ direct

rele/a%ce to its i%habita%ts lie the !ombay 9imes a%d Metro. Sometimes lar*e +irms may also

*o i% +or local ad/ertisi%*, e.*., -he% they u%dertae re(testi%* o+ a roduct esecially

co%sumer roducts i% selected areas be+ore embari%* romotio%al camai*% o% a %atio%al le/el.

3. Global Advertising: Multi%atio%al +irms treat the -orld as their maret. Firms such as

Natio%al )!M or So%y or Ford ad/ertise *lobally, e.*., i% eriodicals lie 9imes, 8eaders i*est

A C*lobalD or a%d Ci%ter%atio%alD ad =hatBs the di++ere%ce

9ar*et Grou: )t is o% the basis o+ tar*et *rous aimed at it ca% +urther be di/ided i%to sub

cate*ory as:

a. "o%sumer Ad/ertisi%*

b. )%dustrial Ad/ertisi%*

c. 9rade Ad/ertisi%*

d. Pro+essio%al Ad/erti%*

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a. Con!*8e A)/e!n": A /ery substa%tial ortio% o+ total ad/ertisi%* is directed to buyers o+

co%sumer roducts -ho urchase them either +or their o-% use or +or their householdBs. 9he +act

that buyers o+ co%sumer items are *e%erally /ery lar*e a%d are -idely distributed o/er a lar*e

*eo*rahical area e%ha%ces the imorta%ce o+ ad/ertisi%* as a mareti%* tool. 9he

reo%dera%ce o+ such ad/ertisi%* ca% be see% by looi%* i%to at ra%dom a%y *e%eral ri%t

media, such as %e-saers a%d ma*aHi%es etc. 9hese ad/ertiseme%ts are i%te%ded to romote

sale o+ the ad/ertised roducts by aeali%* directly to the buyersLco%sumers. Such ad/ertisi%* is

called co%sumer ad/ertisi%*. A%other %ame +or this is bra%d ad/ertisi%*, -hich +ocuses o% the

de/elome%t o+ a lo%*(term bra%d ide%tity a%d ima*e. )t tries to de/elo a disti%cti/e bra%d

ima*e +or a roduct. =hite Star @i%e de/eloed a bra%d ima*e o+ o-er, scie%ti+ic -o%der, a%d

u%aralleled lu2ury +or 9ita%ic.

b.Industrial Advertising:

)%dustrial ad/ertisi%* o% the other ha%d re+ers to those ad/ertiseme%ts -hich are issued by the

ma%u+acturersLdistributors to the buyers o+ i%dustrial roducts. 9his cate*ory -ould i%clude

machi%ery a%d euime%t, i%dustrial i%termediates, arts a%d como%e%ts, etc. !ecause o+ the

u%iue characteristics o+ i%dustrial buyi%* decisio% rocess, the imorta%ce o+ i%dustrial

ad/ertisi%* is comarati/ely lo-er tha% that o+ co%sumer ad/ertisi%*.

c. Trade Advertising:

Ad/ertiseme%ts, -hich are directed by the ma%u+acturers to the distributio% cha%%el members,

such as -holesalers or retailers, are called trade ad/ertisi%*. 9he obecti/e o+ such ad/ertisi%* isB

to romote sales by moti/ati%* the distributio% cha%%el members to stoc more or to attract %e-

retai% outlets.

d.Professional Advertising:

9here are certai% roducts +or -hich the co%sumers themsel/es are %ot reso%sible +or the buyi%*

choice. 9he classic e2amles are harmaceuticals -here the decisio% is made by doctors -hile

the co%sumers are the atie%t. Almost similar situatio% e2istsB i% the +ield o+ co%structio% -here

architects, ci/il e%*i%eers a%d co%tractors are the decisio%(maers. Firms oerati%* i% such

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maret se*me%ts, there+ore, ha/e to direct their ad/ertisi%* to these decisio% maers, -ho are

ro+essio%al eole. Such ad/ertisi%* is called ro+essio%al ad/ertisi%*.

By Type of Impact:

% the basis o+ imact, ad/ertisi%* ca%B be rimary ad/ertisi%* +or *e%eric roducts such as tea,

co++ee, ai%ts etc. 9hese are u%bra%ded roducts. At later sta*es, these commodities are bra%ded

a%d seci+ic bra%ds are romoted. 9hey are called selecti/e ad/ertisi%*. irect actio%

ad/ertisi%* e2ects immediate reso%se +rom the buyers such as soliciti%* orders throu*h direct

mail. Mostly ad/ertisi%* is i%direct actio% ad/ertisi%* -hich maes the co%sumers +a/orably

i%cli%ed to-ards the roduct so that they ca% later o% buy these roducts i% +uture. )%stitutio%al

Ad/ertisi%* ca% be used 1:0 roect a ositi/e cororate ima*e +or the coma%y. )s this ad a%

e2amle o+ rimary or selecti/e dema%d stimulatio% =hatBs the di++ere%ce @etBs see o%e o+ the

most imorta%t tyes o+ ad/ertisi%*, -hich is %ot %o-% to ma%y eole.

Public Relations Advertising (PRA)

r*a%iHatio%s these days are co%cer%ed -ith the tye o+ ima*e they roect they ha/e to

commu%icate their obecti/es to the *e%eral ublic. 9hey also ha/e to )%tae the ublic

u%dersta%d -hat their acti/ities are. Public relatio%s, i% short, try to build raort -ith /arious

co%stitue%ts o+ ublic such as emloyees, customers, local authorities, ressure *rous, /e%dors,

customers, shareholders, *o/er%me%t a%d ublic at lar*e. Public relatio%s ad/ertisi%* hel to

mai%tai% this relatio%shi. )ts mai% obecti/e is to build a *ood cororate ima*e. )t deals -ith

issues rather tha% roducts a%d ser/ices. P8 ad/ertisi%* is do%e by both busi%ess a%d %o%(

busi%ess or*a%iHatio%s. )t rerese%ts ma%a*eme%t a%d commu%icates its olicies, roblems a%d

er+orma%ces to the ublic.

P8 ad/ertisi%* *e%erally recedes shares issues these days to create a +a/orable climate +or the

i%/esti%* ublic. A%%ual reorts o+ the coma%ies a%d the chairma%Bs seech ha/e the ote%tial

o+ bei%* *ood P8 ad/ertisi%* ro/ided they are e2celle%tly dra+ted.

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P*%o!e! of PR A)/e!n"

1. )t roects a +a/orable ima*e o+ the coma%y.

'. )t *e%erates *ood-ill +or the busi%ess.

3. )t mai%tai%s relatio%shi -ith the trade a%d suliers.

4. )t bursts the myths surrou%di%* the cororate acti/ities.

5. )t creates co%duci/e climate +or the i%/esti%* ublic.

6. )t -i%s the co%+ide%ce o+ the emloyees.

. )t taes u social causes +or romotio% such as( do-ry, +emale i%+a%ticideK ca%cer detectio% etc

.)t thus re%ders commu%ity ser/ice. )t sees ublic suort +or certai% causes.

7. )t is co%cer%ed -ith customer ser/ice a%d customer relatio%shi ma%a*eme%t

S*b=+ae"oe! of PR A)/e!n"

P8 ad/ertisi%* ca% be ut i%to three cate*ories:

1. )%stitutio%al or "ororate Ad/ertisi%*.

'. Public Ser/ice Ad/ertisi%*.

3. Political Ad/ertisi%*.

9he basic urose o+ i%stitutio%al or cororate ad/ertisi%* is to create a +a/orable ublic ima*e

o+ it. )t emhasiHes its C%ame, rather tha% its roducts a%d ser/ices. )%stitutio%al ad/ertisi%* may

co/er the +ollo-i%* dime%sio%s:

1. 9he i%stitute may rese%t its /ie-oi%t about a %atio%al cause, say re/e%tio% o+ bli%d%ess a%d

the e++orts it has tae% to hel this cause.

'. )t may list its social co%tributio%s, or may emhasiHe its socially orie%ted olicies.

3. )t may also stress o% the missio% o+ the or*a%iHatio% a%d, its hilosohy.

4. )t may sea about its 8 , 1a%ts, emloyee -el+are schemes, maret ositio%.

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9he )%stitute ca% commu%icate throu*h a si%*le ad or a series o+ ads )%stitutio%al ads are i%direct

i% their aroach, a%d do %ot i%te%d to sell a%ythi%*. )t +orce+ully tells (ho- the or*a%iHatio% is a

socially reso%sible i%stitutio%. )t also tells about the %atio%alistic lea%i%*s o+ the or*a%iHatio%.

Ma%y coma%ies are +aceless e%tities. )%stitutio%al or cororate ad/ertisi%* *i/es a +ace to the

coma%y. Seco%d sub cate*ory that -e -ill discuss is Public Ser/ice Ad/ertisi%* Public Ser/ice

Ad/ertisi%* #PSA& is also i%stitutio%al ad/ertisi%*, -hich sees to romote imorta%t social

issue. )t is created to romote *reater a-are%ess o+ ublic causes. 9he e2amles o+ such social

issues, -hich ha/e bee% romoted, are ha%dicaed childre% a%d their hel, +emale +oeticide,

%atio%al i%te*ratio%, +lood do%atio%, A)S etc. Public Ser/ice Ad/ertisi%* is also %o-% by

/arious other %ames such as Public A-are%ess Ad/ertisi%*, Social Ser/ice Ad/ertisi%* a%d

Social A-are%ess #SA& Ad/ertisi%*.

Political Advertising

As most o+ the olitical ad/ertisi%* is directed to ublic, it comes u%der the cate*ory o+ ublic

relatio%s ad/ertisi%*. Political ad/ertisi%* is created either by olitical arties or ca%didates.

Mostly -e come across such ad/ertisi%* at the time o+ electio%s. lectio% ad/ertisi%* either lists

the achie/eme%ts o+ the arty o+ ca%didate or roa*ates their ideolo*ical basis. Sometimes, they

are ro/ocati/e too. Such ad/ertisi%* may become comarati/e, -here the -ea%esses o+ the

oositio% are hi*hli*hted to sho- their arty or ca%didate i% +a/orable li*ht.

inancial Advertising

=he% ublic limited coma%iesB i%/ite the *e%eral ublic to subscribe to the share caital o+ the

coma%y, it is called +i%a%cial ad/ertisi%*. )% a broader se%se, it i%cludes all ad/ertisi%* by

+i%a%cial i%dustry such as ba%s, car loa% coma%ies, i%sura%ce coma%ies, %o%(ba%i%*

+i%a%cial coma%ies etc. )t also i%cludes ima*e buildi%* cororate ad/ertisi%* rior to a% issue

or(other-ise. 9he coy o+ +i%a%cial ad *i/es hi*hli*hts o+ the roect, details o+ the issue, crisis

rati%*, ma%a*eme%tBs ercetio% o+ the ris +actors, closi%* date o+ the issue, lead ma%a*erBs

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%ame a%d address, romoterBs %ame a%d address, %ame o+ the coma%y a%d its address. Aart

+rom these routi%e thi%*s the i%/esti%* ublic is moti/ated to i%/est by suitable coy matter ( a

slo*a%, a romise o+ retur%s, ro+ile o+ the roduct etc. 9he media used +or +i%a%cial ad/ertisi%*

are mai%ly the ri%t media, esecially the ress a%d to some e2te%t ma*aHi%es. Me*a(issues are

romoted e/e% o% 9


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Interactive Advertising

)%teracti/e ad/ertisi%* is deli/ered to i%di/idual co%sumers -ho ha/e access to a comuter a%d

the )%ter%et. Ad/ertiseme%ts are deli/ered /ia =eb a*es, ba%%er ads, a%d so +orth. )% this

i%sta%ce, the co%sumer ca% reso%d to the ad, modi+y it, e2a%d it, or i*%ore it. =e see, the, that

there is%Bt ust o%e i%d o+ ad/ertisi%*. )% +act, ad/ertisi%* is a% a*e a%d /aried i%dustry. All tyes

o+ ad/ertisi%* dema%d creati/e, ori*i%al messa*es that are strate*ically sou%d a%d -ell e2ecuted.

)% ucomi%* chaters, -e discuss each tye o+ ad/ertisi%* i% more deth.

Public "ervice Advertising (P"A#s)

)+ your coma%y ca% so%sor a charity e/e%t, PSABs are a *reat -ay to romote your coma%y i%

a ositi/e li*ht. Most media are reuired by lice%si%* a*reeme%ts to ro/ide a certai% amou%t o+

time or sace +or the *ood o+ their local commu%ities. Some o+ the do-%sides o+ PSABs: o%Bt

e2ect to see your ado%er or some other rime time sho-. PSABs are o+te% laced i% o++ times. )

do%Bt -a%t to ai%t e/eryo%e -ith a broad brush here. Some media are better tha% others. Just

because you reuest a PSA, does%Bt mea% youBll *et it. Media has a limited amou%t o+ sace or

time +or PSABs. ?ou mi*ht *et a brea i+ you are curre%tly ad/ertisi%* i% the media o+ choice. )t

mi*ht also hel i+ your or*a%iHatio% buys a small amou%t o+ time or sace to ru% -ith your

PSABs.

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IMPACT OF ADVERTISEMENT

9he imorta%ce o+ ad/ertisi%* is Csteadily o% the i%crease i% moder% society.D 9hat obser/atio%,

made by this Po%ti+ical "ou%cil a uarter ce%tury a*o as art o+ a% o/er/ie- o+ the state o+

commu%icatio%s, is e/e% truer %o-. Just as the media o+ social commu%icatio% themsel/es ha/e

e%ormous i%+lue%ce e/ery-here, so ad/ertisi%*, usi%* media as its /ehicle, is a er/asi/e,

o-er+ul +orce shai%* attitudes a%d beha/ior i% todayBs -orld.

9he reso%sibility o+ media is to co%tribute to the authe%tic, i%te*ral de/elome%t o+ erso%s a%d

to +oster the -ell bei%* o+ society. E9he i%+ormatio% ro/ided by the media is at the ser/ice o+ the

commo% *ood. Society has a ri*ht to i%+ormatio% based o% truth, +reedom, ustice a%d solidarity.

At the same time, atte%tio% to moral ri%ciles a%d %orms rele/a%t to social commu%icatio%s, as

to other +orms o+ huma% e%dea/or, -hile criticiHi%* olicies a%d ractices that o++e%d a*ai%st

these sta%dards.

$ere a%d there i% the *ro-i%* body o+ literature arisi%* +rom the "hurch>s co%sideratio% o+

media, the subect o+ ad/ertisi%* is discussed. No-, romted by the i%creasi%* imorta%ce o+

ad/ertisi%* a%d by reuests +or a more e2te%si/e treatme%t, -e tur% a*ai% to this toic. =e -ish

to call atte%tio% to ositi/e co%tributio%s that ad/ertisi%* ca% a%d does maeK to %ote ethical a%d

moral roblems that ad/ertisi%* ca% a%d does raiseK to oi%t to moral ri%ciles that aly to this

+ieldK a%d, +i%ally, to su**est certai% stes +or the co%sideratio% o+ those ro+essio%ally i%/ol/ed

i% ad/ertisi%*, as -ell as +or others i% the ri/ate sector, i%cludi%* the churches, a%d +or ublic

o++icials. ur reaso% +or addressi%* these matters is simle. )% today>s society, ad/ertisi%* has a

ro+ou%d imact o% ho- eole u%dersta%d li+e, the -orld a%d themsel/es, esecially i% re*ard

to their /alues a%d their -ays o+ choosi%* a%d beha/i%*. 9he +ield o+ ad/ertisi%* is e2tremely

broad a%d di/erse. )% *e%eral terms, o+ course, a% ad/ertiseme%t is simly a ublic %otice mea%t

to co%/ey i%+ormatio% a%d i%/ite atro%a*e or some other reso%se. As that su**ests,a)/e!n"has 0obasic %*%o!e!: to nfo8a%d to %e!*a)e, a%d -hile these uroses are

disti%*uishable both /ery o+te% are simulta%eously rese%t. Ad/ertisi%* is %ot the same as

mareti%* #the comle2 o+ commercial +u%ctio%s i%/ol/ed i% tra%s+erri%* *oods +rom roducers

a%d co%sumers& or ublic relatio%s #the systematic e++ort to create a +a/orable ublic imressio%

or ima*e> o+ some erso%, *rou, or e%tity&. )% ma%y cases, thou*h, it is a tech%iue or i%strume%t

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18/65

emloyed by o%e or both o+ these. Ad/ertisi%* ca% be /ery simle ; a local, e/e%

%ei*hborhood,> he%ome%o% ; or it ca% be /ery comle2, i%/ol/i%* sohisticated research a%d

multimedia camai*%s that sa% the *lobe. )t di++ers accordi%* to its i%te%ded audie%ce, so that,

+or e2amle, ad/ertisi%* aimed at childre% raises some tech%ical a%d moral issues si*%i+ica%tly

di++ere%t +rom those raised by ad/ertisi%* aimed at comete%t adults.

Not o%ly are ma%y di++ere%t media a%d tech%iues emloyed i% ad/ertisi%*K ad/ertisi%* itsel+ is

o+ se/eral di++ere%t i%ds: commercial ad/ertisi%* +or roducts a%d ser/icesK ublic ser/ice

ad/ertisi%* o% behal+ o+ /arious i%stitutio%s, ro*rams, a%d causesK a%d ; a he%ome%o% o+

*ro-i%* imorta%ce today ; olitical ad/ertisi%* i% the i%terests o+ arties a%d ca%didates.

Mai%* allo-a%ce +or the di++ere%ces amo%* the di++ere%t i%ds a%d methods o+ ad/ertisi%*, -e

i%te%d -hat +ollo-s to be alicable to them all.

=e disa*ree -ith the assertio% that ad/ertisi%* simly mirrors the attitudes a%d /alues o+ the

surrou%di%* culture. No doubt ad/ertisi%*, lie the media o+ social commu%icatio%s i% *e%eral,

does act as a mirror. !ut, also lie media i% *e%eral, it is a mirror that hels shae the reality it

re+lects, a%d sometimes it rese%ts a distorted ima*e o+ reality. Ad/ertisers are selecti/e about the

/alues a%d attitudes to be +ostered a%d e%coura*ed, romoti%* some -hile i*%ori%* others. 9his

selecti/ity *i/es the lie to the %otio% that ad/ertisi%* does %o more tha% re+lect the surrou%di%*

culture. For e2amle, the abse%ce +rom ad/ertisi%* o+ certai% racial a%d eth%ic *rous i% some

multi(racial or multi(eth%ic societies ca% hel to create roblems o+ ima*e a%d ide%tity,

esecially amo%* those %e*lected, a%d the almost i%e/itable imressio% i% commercial

ad/ertisi%* that a% abu%da%ce o+ ossessio%s leads to hai%ess a%d +ul+illme%t ca% be both

misleadi%* a%d +rustrati%*.

Ad/ertisi%* also has a% i%direct but o-er+ul imact o% society throu*h its i%+lue%ce o% media.

Ma%y ublicatio%s a%d broadcasti%* oeratio%s dee%d o% ad/ertisi%* re/e%ue +or sur/i/al. 9his

o+te% is true o+ reli*ious media as -ell as commercial media. For their art, ad/ertisers %aturally

see to reach audie%cesK a%d the media, stri/i%* to deli/er audie%ces to ad/ertisers, must shae

their co%te%t so to attract audie%ces o+ the siHe a%d demo*rahic comositio% sou*ht. 9his

eco%omic dee%de%cy o+ media a%d the o-er it co%+ers uo% ad/ertisers carries -ith it serious

reso%sibilities +or both.

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19/65

THE ;ENEFITS OF ADVERTISING

%ormous huma% a%d material resources are de/oted to ad/ertisi%*. Ad/ertisi%* is e/ery-here i%

today>s -orld, so that, as Poe Paul


20/65

co%tributi%* to e++icie%cy a%d the lo-eri%* o+ rices, a%d stimulati%* eco%omic ro*ress throu*h

the e2a%sio% o+ busi%ess a%d trade. All o+ this ca% co%tribute to the creatio% o+ %e- obs, hi*her

i%comes a%d a more dece%t a%d huma%e -ay o+ li+e +or all. )t also hels ay +or ublicatio%s,

ro*rammi%* a%d roductio%s ; i%cludi%* those o+ the "hurch ; that bri%* i%+ormatio%,

e%tertai%me%t a%d i%siratio% to eole arou%d the -orld.

BPolitical Benefits of Advertising

E9he "hurch /alues the democratic system i%asmuch as it e%sures the articiatio% o+ citiHe%s i%

mai%* olitical choices, *uara%tees to the *o/er%ed the ossibility both o+ electi%* a%d holdi%*

accou%table those -ho *o/er% them, a%d o+ relaci%* them throu*h eace+ul mea%s -he%

aroriate.E Political ad/ertisi%* ca% mae a co%tributio% to democracy a%alo*ous to its

co%tributio% to eco%omic -ell bei%* i% a maret system *uided by moral %orms. As +ree a%d

reso%sible media i% a democratic system hel to cou%teract te%de%cies to-ard the

mo%ooliHatio% o+ o-er o% the art o+ oli*archies a%d secial i%terests, so olitical ad/ertisi%*

ca% mae its co%tributio% by i%+ormi%* eole about the ideas a%d olicy roosals o+ arties

a%d ca%didates, i%cludi%* %e- ca%didates %ot re/iously %o-% to the ublic.

c) %ultural Benefits of Advertising

!ecause o+ the imact ad/ertisi%* has o% media that dee%d o% it +or re/e%ue, ad/ertisers ha/e

a% oortu%ity to e2ert a ositi/e i%+lue%ce o% decisio%s about media co%te%t. 9his they do by

suorti%* material o+ e2celle%t i%tellectual, aesthetic a%d moral uality rese%ted -ith the

ublic i%terest i% /ie-, a%d articularly by e%coura*i%* a%d mai%* ossible media rese%tatio%s

-hich are orie%ted to mi%orities -hose %eeds mi*ht other-ise *o u% ser/ed. Moreo/er,

ad/ertisi%* ca% itsel+ co%tribute to the betterme%t o+ society by uli+ti%* a%d i%siri%* eole a%d

moti/ati%* them to act i% -ays that be%e+it themsel/es a%d others. Ad/ertisi%* ca% bri*hte% li/es

simly by bei%* -itty, taste+ul a%d e%tertai%i%*. Some ad/ertiseme%ts are i%sta%ces o+ oular

art, -ith a /i/acity a%d la% all their o-%.

d) &oral and Religious Benefits of Advertising

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)% ma%y cases, too, be%e/ole%t social i%stitutio%s, i%cludi%* those o+ a reli*ious %ature, use

ad/ertisi%* to commu%icate their messa*es ; messa*es o+ +aith, o+ atriotism, o+ tolera%ce,

comassio% a%d %ei*hborly ser/ice, o+ charity to-ard the %eedy, messa*es co%cer%i%* health a%d

educatio%, co%structi/e a%d hel+ul messa*es that educate a%d moti/ate eole i% a /ariety o+

be%e+icial -ays.

For the "hurch, i%/ol/eme%t i% media(related acti/ities, i%cludi%* ad/ertisi%*, is today a

%ecessary art o+ a comrehe%si/e astoral strate*y. 9his i%cludes both the "hurch>s o-% media

; "atholic ress a%d ublishi%*, tele/isio% a%d radio broadcasti%*, +ilm a%d audio/isual

roductio%, a%d the rest ; a%d also her articiatio% i% secular media. 9he media Eca% a%d

should be i%strume%ts i% the "hurch>s ro*ram o+ re(e/a%*eliHatio% a%d %e- e/a%*eliHatio% i%

the co%temorary -orld.E =hile much remai%s to be do%e, ma%y ositi/e e++orts o+ this i%dalready are u%der-ay. =ith re+ere%ce to ad/ertisi%* itsel+, Poe Paul


22/65

a) $conomic 'arms of Advertising

Ad/ertisi%* ca% betray its role as a source o+ i%+ormatio% by misrerese%tatio% a%d by

-ithholdi%* rele/a%t +acts. Sometimes, too, the i%+ormatio% +u%ctio% o+ media ca% be sub/erted

by ad/ertisers> ressure uo% ublicatio%s or ro*rams %ot to treat o+ uestio%s that mi*ht ro/e

embarrassi%* or i%co%/e%ie%t. More o+te%, thou*h, ad/ertisi%* is used %ot simly to i%+orm but

to ersuade a%d moti/ate to co%/i%ce eole to act i% certai% -ays: buy certai% roducts or

ser/ices, atro%iHe certai% i%stitutio%s, a%d the lie. 9his is -here articular abuses ca% occur.

9he ractice o+ Ebra%dE(related ad/ertisi%* ca% raise serious roblems. +te% there are o%ly

%e*li*ible di++ere%ces amo%* similar roducts o+ di++ere%t bra%ds, a%d ad/ertisi%* may attemt to

mo/e eole to act o% the basis o+ irratio%al moti/es #Ebra%d loyalty,E status, +ashio%, Ese2

aeal,E etc.& i%stead o+ rese%ti%* di++ere%ces i% roduct uality a%d rice as bases +or ratio%al

choice. Ad/ertisi%* also ca% be, a%d o+te% is, a tool o+ the Ehe%ome%o% o+ co%sumerism,E as

Poe Joh% Paul )) deli%eated it -he% he said: E)t is %ot -ro%* to -a%t to li/e betterK -hat is

-ro%* is a style o+ li+e -hich is resumed to be better -he% it is directed to-ard ha/i%*> rather

tha% bei%*>, a%d -hich -a%ts to ha/e more, %ot i% order to be more but i% order to se%d li+e i%

e%oyme%t as a% e%d i% itsel+.E14 Sometimes ad/ertisers sea o+ it as art o+ their tas to

EcreateE %eeds +or roducts a%d ser/ices ; that is, to cause eole to +eel a%d act uo% cra/i%*s

+or items a%d ser/ices they do %ot %eed. E)+ ... a direct aeal is made to his i%sti%cts ; -hile

i*%ori%* i% /arious -ays the reality o+ the erso% as i%telli*e%t a%d +ree ; the% co%sumer

attitudes a%d li+e(styles ca% be created -hich are obecti/ely imroer a%d o+te% dama*i%* to his

hysical a%d siritual health.E

9his is a serious abuse, a% a++ro%t to huma% di*%ity a%d the commo% *ood -he% it occurs i%

a++lue%t societies. !ut the abuse is still more *ra/e -he% co%sumerist attitudes a%d /alues are

tra%smitted by commu%icatio%s media a%d ad/ertisi%* to de/eloi%* cou%tries, -here they

e2acerbate socio(eco%omic roblems a%d harm the oor. E)t is true that a udicious use o+

ad/ertisi%* ca% stimulate de/eloi%* cou%tries to imro/e their sta%dard o+ li/i%*. !ut serious

harm ca% be do%e them i+ ad/ertisi%* a%d commercial ressure become so irreso%sible that

commu%ities seei%* to rise +rom o/erty to a reaso%able sta%dard o+ li/i%* are ersuaded to

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23/65

see this ro*ress by satis+yi%* -a%ts that ha/e bee% arti+icially created. 9he result o+ this is that

they -aste their resources a%d %e*lect their real %eeds, a%d *e%ui%e de/elome%t +alls behi%d.E

Similarly, the tas o+ cou%tries attemti%* to de/elo tyes o+ maret eco%omies that ser/e

huma% %eeds a%d i%terests a+ter decades u%der ce%traliHed, state(co%trolled systems is made more

di++icult by ad/ertisi%* that romotes co%sumerist attitudes a%d /alues o++e%si/e to huma%

di*%ity a%d the commo% *ood. 9he roblem is articularly acute -he%, as o+te% hae%s, the

di*%ity a%d -el+are o+ society>s oorer a%d -eaer members are at stae. )t is %ecessary al-ays

to bear i% mi%d that there are E*oods -hich by their /ery %ature ca%%ot a%d must %ot be bou*ht

or soldE a%d to a/oid Ea% idolatry> o+ the maretE that, aided a%d abetted by ad/ertisi%*, i*%ores

this crucial +act.

b) Political 'arms of Advertising

Political ad/ertisi%* ca% suort a%d assist the -ori%* o+ the democratic rocess, but it also ca%

obstruct it. 9his hae%s -he%, +or e2amle, the costs o+ ad/ertisi%* limit olitical cometitio% to

-ealthy ca%didates or *rous, or reuire that o++ice(seeers comromise their i%te*rity a%d

i%dee%de%ce by o/er(dee%de%ce o% secial i%terests +or +u%ds. Such obstructio% o+ the

democratic rocess also hae%s -he%, i%stead o+ bei%* a /ehicle +or ho%est e2ositio%s o+

ca%didates> /ie-s a%d records, olitical ad/ertisi%* sees to distort the /ie-s a%d records o+oo%e%ts a%d u%ustly attacs their reutatio%s. )t hae%s -he% ad/ertisi%* aeals more to

eole>s emotio%s a%d base i%sti%cts ; to sel+ish%ess, bias a%d hostility to-ard others, to racial

a%d eth%ic reudice a%d the lie rather tha% to a reaso%ed se%se o+ ustice a%d the *ood o+ all.

c) %ultural 'arms of Advertising

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Ad/ertisi%* also ca% ha/e a corruti%* i%+lue%ce uo% culture a%d cultural /alues. =e ha/e

soe% o+ the eco%omic harm that ca% be do%e to de/eloi%* %atio%s by ad/ertisi%* that +osters

co%sumerism a%d destructi/e atter%s o+ co%sumtio%. "o%sider also the cultural i%ury do%e to

these %atio%s a%d their eoles by ad/ertisi%* -hose co%te%t a%d methods, re+lecti%* those

re/ale%t i% the +irst -orld, are at -ar -ith sou%d traditio%al /alues i% i%di*e%ous cultures. 9oday

this i%d o+ Edomi%atio% a%d ma%iulatio%E /ia media ri*htly is Ea co%cer% o+ de/eloi%* %atio%s

i% relatio% to de/eloed o%es,E as -ell as a Eco%cer% o+ mi%orities -ithi% articular %atio%s.E

9he i%direct but o-er+ul i%+lue%ce e2erted by ad/ertisi%* uo% the media o+ social

commu%icatio%s that dee%d o% re/e%ues +rom this source oi%ts to a%other sort o+ cultural

co%cer%. )% the cometitio% to attract e/er lar*er audie%ces a%d deli/er them to ad/ertisers,

commu%icators ca% +i%d themsel/es temted ; i% +act ressured, subtly or %ot so subtly ; to setaside hi*h artistic a%d moral sta%dards a%d lase i%to suer+iciality, ta-dri%ess a%d moral

sualor.

"ommu%icators also ca% +i%d themsel/es temted to i*%ore the educatio%al a%d social %eeds o+

certai% se*me%ts o+ the audie%ce ; the /ery you%*, the /ery old, the oor ; -ho do %ot match

the demo*rahic atter%s #a*e, educatio%, i%come, habits o+ buyi%* a%d co%sumi%*, etc.& o+ the

i%ds o+ audie%ces ad/ertisers -a%t to reach. )% this -ay the to%e a%d i%deed the le/el o+ moral

reso%sibility o+ the commu%icatio%s media i% *e%eral are lo-ered.

All too o+te%, ad/ertisi%* co%tributes to the i%/idious stereotyi%* o+ articular *rous that

laces them at a disad/a%ta*e i% relatio% to others. 9his o+te% is true o+ the -ay ad/ertisi%* treats

-ome%K a%d the e2loitatio% o+ -ome%, both i% a%d by ad/ertisi%*, is a +reue%t, delorable

abuse. E$o- o+te% are they treated %ot as erso%s -ith a% i%/iolable di*%ity but as obects -hose

urose is to satis+y others> aetite +or leasure or +or o-er $o- o+te% the role o+ -oma% as

-i+e a%d mother is u%der/alued or e/e% ridiculed $o- o+te% is the role o+ -ome% i% busi%ess or

ro+essio%al li+e deicted as a masculi%e caricature, a de%ial o+ the seci+ic *i+ts o+ +emi%i%e

i%si*ht, comassio%, a%d u%dersta%di%*, -hich so *reatly co%tribute to the ci/iliHatio% o+ lo/e>E

d) &oral and Religious 'arms of Advertising

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25/65

Ad/ertisi%* ca% be taste+ul a%d i% co%+ormity -ith hi*h moral sta%dards, a%d occasio%ally e/e%

morally uli+ti%*, but it also ca% be /ul*ar a%d morally de*radi%*. Freue%tly it deliberately

aeals to such moti/es as e%/y, status seei%* a%d lust. 9oday, too, some ad/ertisers

co%sciously see to shoc a%d titillate by e2loiti%* co%te%t o+ a morbid, er/erse, or%o*rahic

%ature.

=hat this Po%ti+ical "ou%cil said se/eral years a*o about or%o*rahy a%d /iole%ce i% the media

is %o less true o+ certai% +orms o+ ad/ertisi%*:

EAs re+lectio%s o+ the dar side o+ huma% %ature marred by si%, or%o*rahy a%d the e2altatio%

o+ /iole%ce are a*e(old realities o+ the huma% co%ditio%. )% the ast uarter ce%tury, ho-e/er,

they ha/e tae% o% %e- dime%sio%s a%d ha/e become serious social roblems. At a time o+

-idesread a%d u%+ortu%ate co%+usio% about moral %orms, the commu%icatio%s media ha/e made

or%o*rahy a%d /iole%ce accessible to a /astly e2a%ded audie%ce, i%cludi%* you%* eole a%d

e/e% childre%, a%d a roblem -hich at o%e time -as co%+i%ed mai%ly to -ealthy cou%tries has

%o- be*u%, /ia the commu%icatio%s media, to corrut moral /alues i% de/eloi%* %atio%s.E

=e %ote, too, certai% secial roblems relati%* to ad/ertisi%* that treats o+ reli*io% or ertai%s to

seci+ic issues -ith a moral dime%sio%.

)% cases o+ the +irst sort, commercial ad/ertisers sometimes i%clude reli*ious themes or use

reli*ious ima*es or erso%a*es to sell roducts. )t is ossible to do this i% taste+ul, accetable

-ays, but the ractice is ob%o2ious a%d o++e%si/e -he% it i%/ol/es e2loiti%* reli*io% or treati%*

it +lia%tly.

)% cases o+ the seco%d sort, ad/ertisi%* sometimes is used to romote roducts a%d i%culcate

attitudes a%d +orms o+ beha/ior co%trary to moral %orms. 9hat is the case, +or i%sta%ce, -ith the

ad/ertisi%* o+ co%traceti/es, aborti+acie%ts a%d roducts harm+ul to health, a%d -ith

*o/er%me%t(so%sored ad/ertisi%* camai*%s +or arti+icial birth co%trol, so(called Esa+e se2E, a%d

similar ractices.

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26/65

ECONOMIC IMPACT OF ADVERTISEMENT

)% rece%t times, the -ord >Ad/ertisi%*> has become a +iercely mooted toic. Ad/ertisi%* has

ositi/e as -ell as %e*ati/e, social a%d eco%omic imacts o% our society. "o%sideri%* ad/ertisi%*

as a ublic -el+are is a ositi/e social imact -hereas e2osi%* -ome% as a se2 tool comes at

the %e*ati/e side. As +ar as eco%omic +actors are co%cer%ed, +u%di%* +or the media a%d

stimulati%* a% acti/e a%d cometiti/e eco%omy, are the maor e2amles.

Assorted tech%iues are e%+orced +or ersuadi%* co%sumers that they -a%t the roduct -hich is

bei%* ad/ertised. 9hese tech%iues usually *i/e atte%tio% to the be%e+its that -ould be brou*ht to

the co%sumers rather tha% +ocusi%* o% the actual roducts. For i%sta%ce, a% automobile

ad/ertiseme%t ad/erti%* the mecha%ical attributes o+ a /ehicle, most liely co%ce%trates thee2hilaratio%, reutatio% a%d social ro*ressio% it may bri%* to the buyer. 9his s-armi%*

ad/a%ceme%t is habitually se2ual, or i%/ol/i%* the oosite *e%der to attract the co%sumers -ith

the *lamorous -ome%Lme%>s +a%cy car. 9here are /arious blames that ad/ertisi%* is causi%* a

%e*ati/e social imact o% the li/es. 9he chie+ u%+a/orable ud*me%t +or ad/ertisi%* is that it

hales the ublic to buy thi%*s that they are %ot their real -a%t. )t is arro*ated that ad/ertisi%*

lays -ith emotio%s a%d e%coura*es eole to thi% that buyi%* a%d deleti%* are the acti/ities

o+ li+e.

Accordi%* to ad/ertisers, they state that eole are caable e%ou*h to set their mi%d a%d %o o%e

ca% +orce them to buy a%ythi%* -hich they dislie or -hich they thi% is %ot a %ecessity.

Ad/ertisers also thi% that there are ositi/e imacts o+ ad/ertisi%* o% our society a%d culture.

For e2amle, it ca% be used to *e%erate a-are%ess amo%* the ublic that -hich roduct is I or

to -hich they should say N. )% other -ords, ad/ertisi%* also acts as a% educator i% the se%se

that it educates eole -hat is *ood a%d -hat is bad +or them a%d uts a ceili%* o% the harm+ul

roducts lie smoi%* a%d dri%i%* etc. 9here are %ot o%ly social be%e+its o+ ad/ertisi%*, but it

also has some eco%omic ad/a%ta*es. =ithout ad/ertisi%*, the media, i%cludi%* %e-saers,

tele/isio% a%d radio -ould %e/er be much stro%*. Ad/ertisi%* ro/ides re/e%ue +or commercial

mediums -hich -ould other-ise %eed to be +u%ded by the actual co%sumer o+ these mediums.

So, -e ca% see a maor eco%omic i%+rastructure based arou%d ad/ertisi%*, i% -hich the bi*

coma%ies +u%d a%d subsidiHe the commercial media by the -ay o+ ad/ertiseme%ts. 9he maor

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eco%omic %e*ati/e asect o+ ad/ertisi%* is that it boosts the rice o+ *oods a%d ser/ices. 9he

source o+ this co%te%tio% is that, -he% or*a%iHatio%s subsidiHe the mass media -ith ad/ertisi%*,

-e, the urchaser, subsidiHe ad/ertisi%* by come%sati%* a *rossly i%creased rice +or hea/ily

ad/ertised *oods a%d ser/ices. A% easy e2amle o+ this is that a bo2 o+ 9ide -ashi%* o-der

*e%erally costs arou%d 8s. 30L* -hile the maret rice o+ the roduct -ould be 8s 50L*. 9he

+act behi%d this is that the remai%i%* roortio% *oes i% hea/y ad/ertisi%* i% tele/isio% a%d ri%t

media. So, the imact o+ ad/ertisi%* o% our society is i% a umble +orm, dee%di%* o% the

+u%ctio%s a%d imleme%tatio%s o+ %umerous camai*%s. ur society a%d the mareti%* o+

roducts dee%d /ery badly uo% ad/ertisi%*. 9he coma%ies ha/e become much dee%de%t o+

ad/ertisi%* that e/e% its %e*ati/e imacts ca% %e/er out-ei*h the ma%y ositi/e social a%d

eco%omic e++ects.

=e li/e a%d roser i% a dy%amic eco%omy. urs has bee% a% eco%omy o+ relati/e abu%da%ce

-hich has succeeded i% bri%*i%* about a material -ell(bei%* %e/er be+ore %o-% i% history. )t is

a% eco%omy -hich emhasiHes co%sumtio%O )% this cou%try co%sumtio% does %ot %ecessarily

mea% -eari%* out *oods i% a hysical se%se. =e -ear out *oods sycholo*ically as -ell. sually

our clothes are sycholo*ically -or% out a%d discarded -hile the material is still *ood. =e

disose o+ our automobiles -he% they become obsolete rather tha% -he% they are hysically

-or% out. $o- di++ere%t is this /ie-oi%t +rom the ractices that are curre%t i% other %atio%s,

%*la%d a%d Fra%ce, +or i%sta%ceO )t is di++icult +or the uroea% to u%dersta%d the eco%omic

imorta%ce o+ the i%di/idual i% our cou%try a%d the America% idea o+ sycholo*ical

obsolesce%ce. )t is also i%comrehe%sible to most that i% America -e se%d %early ei*ht billio%

dollars a year +or ad/ertisi%*

=hy do -e do it =hat is ad/ertisi%*>s role i% our eco%omy =hat use+ul urose does

ad/ertisi%* ser/e

F!, ad/ertisi%* maes obs.

Se+on), ad/ertisi%* reduces selli%* costs.

T$),ad/ertisi%* i%creases coma%y ro+its.

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Fo*$, ad/ertisi%* i%creases coma%y security.

Fi%ally, our e%ormous a%d *ro-i%* roducti/ity %eeds ad/ertisi%* to seed u co%sumtio%.

T$e 8%a+ of a)/e!n" e"*laon on e+ono8+ "o0$9he aim o+ this thesis is o% the o%e ha%d, to study the role o+ i%ta%*ible ad/ertiseme%t

i%/estme%ts o% eco%omic *ro-th a%d o% the other ha%d to see -hich co%seue%ces some

re*ulatio% eleme%ts o+ the ad/ertisi%* maret ca% ha/e o% the macroeco%omic imact o+

ad/ertisi%*. A+ter assessi%* the literature e2isti%* o% this toic a%d de+i%i%* recisely ad/ertisi%*

as a seci+ic i%/estme%t, -e %otice that it is imossible to measure the direct imact o+

ad/ertisi%* o% eco%omic *ro-th. )%deed, the imact o+ ad/ertisi%* o% these ey /ariables is

measurable.

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SOCIAL IMPACT OF ADVERTISING

9here ha/e bee% i%creasi%* e++orts to rotect the ublic i%terest by re*ulati%* the co%te%t a%d the

reach o+ ad/ertisi%*. Some e2amles are the ba% o% tele/isio% tobacco ad/ertisi%* imosed i% the

SA, a%d the total ba% o% ad/ertisi%* to childre% u%der t-el/e imosed by the S-edish

*o/er%me%t i% 11. 9hou*h that re*ulatio% co%ti%ues i% e++ect +or broadcasts ori*i%ati%* -ithi%

the cou%try, it has bee% -eae%ed by the uroea% court o+ Justice, -hich has +ou%d that S-ede%

-as obli*ed to accet -hate/er ro*rammi%* -as tar*eted at it +rom %ei*hbori%* cou%tries or

/ia satellite.

)% uroe a%d else-here is a /i*orous debate o% -hether a%d ho- much ad/ertisi%* to childre%

should be re*ulated. 9his debate -as e2acerbated by a reort released by the $e%ry J. IaiserFamily Fou%datio% i% February '004 -hich su**ested that +ood ad/ertisi%* tar*eti%* childre%

-as a% imorta%t +actor i% the eidemic o+ childhood obesity ra*i%* across the %ited States. )%

ma%y cou%tries( %amely uroe, Ne- eala%d, South A+rica a%d "a%ada the ad/ertisi%* i%dustry

oerates a system o+ sel+ re*ulatio%. Ad/ertisers, ad/ertisi%* a*e%cies a%d the media a*ree o% a

code o+ ad/ertisi%* sta%dards that they attemt to uhold. 9he *e%eral aim o+ such codes is to

e%sure that a%y ad/ertisi%* is le*al, dece%t, ho%est a%d truth+ulB. Some sel+(re*ulatory

or*a%iHatio%s are +u%ded by the i%dustry, but remai% i%dee%de%t, -ith the i%te%t o+ uholdi%*

the sta%dards or codes lie the ASA i% the I. As ad/ertisi%* a%d mareti%* e++orts become

i%creasi%*ly ubiuitous i% moder% =ester% societies, the i%dustry has come u%der criticism o+

*rous such as Ad !usters /ia culture ammi%* -hich criticiHes the media a%d co%sumerism

usi%* ad/ertisi%*>s o-% tech%iues. 9he i%dustry is accused o+ bei%* o%e o+ the e%*i%es o-eri%*

a co%/oluted eco%omic mass roductio% system -hich romotes co%sumtio%. Some ad/ertisi%*

camai*%s ha/e also bee% criticiHed as i%ad/erte%tly or e/e% i%te%tio%ally romoti%* se2ism,

racism, a%d a*eism. Such criticisms ha/e raised uestio%s about -hether this medium is creati%*

or re+lecti%* cultural tre%ds. At /ery least, ad/ertisi%* o+te% rei%+orces stereotyes by dra-i%* o%

reco*%iHable EtyesE i% order to tell stories i% a si%*le ima*e or 30 seco%d time +rame. Public

)%terest *rous a%d +ree thi%ers are i%creasi%*ly su**esti%* that access to the me%tal sace

tar*eted by ad/ertisers should be ta2ed, i% that at the rese%t mome%t that sace is bei%* +reely

tae% ad/a%ta*e by ad/ertisers -ith %o come%satio% aid to the members o+ the ublic -ho are

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thus bei%* i%truded uo%. 9his i%d o+ ta2 -ould be a Po*i/a% ta2 i% that it -ould act to reduce

-hat is %o- i%creasi%*ly see% as a ublic %escie%ce.

P*bl+ %e+e%on of $e 8e)*8

/er the years, the ublic ercetio% o+ ad/ertisi%* has become /ery %e*ati/e. )t is see% as a

medium that i%here%tly romotes a lie, based o% the urose o+ the ad/ertiseme%t Q to e%coura*e

the tar*et audie%ce to submit to a cause or a belie+, a%d act o% it to the ad/ertisi%* artyBs be%e+it

a%d co%seue%tly the tar*etBs disad/a%ta*e. 9hey are either ercei/ed as directly lyi%* #stati%*

oi%io%s or u%truths directly as +acts&, lyi%* by omissio% #usually terms or co%ditio%s

u%+a/orable to the customer& or Portrayi%* a roduct or ser/ice i% a li*ht that does %ot re+lect

reality. )t is this i%creased a-are%ess o+ the i%te%tio% o+ ad/ertisi%*, as -ell as ad/ertisi%*

re*ulatio%s that ha/e i%creased the challe%*es that mareters +ace.

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PSYCHOLOGICAL IMPACT OF ADVERTISMENT

Psycholo*y i% ad/ertisi%* has lo%* bee% used as a% e++ecti/e mea%s to sell a roduct or ser/ice.

%dersta%di%* the u%derlyi%* co%cets that a++ect huma% sycholo*y ca% hel a coma%y better

sell their roduct or alter%ati/ely ca% hel a co%sumer u%dersta%d mareti%* strate*ies that *et

them to buy roducts. Persuasio% is the cha%*i%* o+ attitudes by rese%ti%* i%+ormatio% about

a%other attitude. 9his i%+ormatio% is the% rocessed o%e o+ t-o -ays: ce%trally or eriherally. )+

it is rocessed ce%trally the attitude cha%*e is more liely to ha/e erma%e%ce. )+ the i%+ormatio%

is rocessed eriherally it -ill be more suscetible to later cha%*e. 9he laboratio%

@ielihood Model is a theory that states that there are t-o routes to ersuasio%. 9hese t-o routes

may alter a erso%Bs belie+ structure based o% the co*%iti/e rocesses that occur at the time o+ersuasio%. 9he t-o routes are de+i%ed as the ce%tral a%d eriheral routes. 9he outcome o+ this

+a/orable a%d u%+a/orable thou*ht rocessi%* -ill determi%e -hether the ositio% that has bee%

ad/ocated holds a%y merit. 9he other route, the eriheral route, has to do -ith the +act eole

ca% %ot e2ercise care+ul a%d e++ort+ul a%alyHatio% o+ e/ery messa*e that they come uo%. 9here

simly are too ma%y messa*es i% the e%/iro%me%t +or there to be a ce%tral rocessi%* route.

9here are ma%y /ariables -hich a++ect the lielihood o+ thi%i%* about the merits o+ a messa*e

a%d thus the route to ersuasio%. 9hese /ariables a++ect a erso%Bs moti/atio% to thi% about

issue(rele/a%t i%+ormatio% a%d the ability to do the co*%iti/e rocessi%*. ther /ariables

a++ecti%* moti/atio% are art o+ the erso% a%d the situatio%. Some /ariables a++ect the directio%

o+ thi%i%* #+a/orable /s. u%+a/orable& a%d others a++ect the o/erall amou%t o+ thi%i%* a erso%

does.

%e commo%ly used tech%iue o+ ersuasio% is that o+ authority. /eryo%e has see% ads -here E'

out 3 doctors recomme%d...E 9his is based o% the idea that eole -ill resect the oi%io%s o+

someo%e -ho is assumed to ha/e a lot o+ %o-led*e about the roduct. Peole +eel better

%o-i%* that someo%e -ith authority has recomme%ded -hat they are about to buy. + course,

the authority erso% has to ha/e e2ert %o-led*e i% that articular +ield. =ould you buy a

certai% toothaste because a car salesma% recomme%ded it

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First a%d +oremost a% ad/ertiseme%t has to catch youratte%tio%. %e -ay i% -hich it does this is

by aeali%* to your emotio%s. )t ca% arouse +eeli%*s o+ +ear, lo/e, leasure, or /a%ity. Scarcity is

the +ear that you may miss a% oortu%ity to urchase a roduct.

$%(>>000#*!e!#8*o$o#e)*>!$e8a+>%.-1a)!.#!$8lE%e day salesE a%d hrases such as,

EFor a limited time o%lyE or E@imited sulyE are commo% uses o+ this tech%iue. $ealth

ad/ertiseme%ts o+te% utiliHe +ear to *et the audie%cesB atte%tio%. %ce this is accomlished they

hoe to EscareE the audie%ce e%ou*h to roduce a% attitude cha%*e, be it buyi%* their roduct,

cha%*i%* your li+estyle, etc. !ear a%d ci*arette ad/ertiseme%ts aeal to eolesB desires +or +u%

a%d leasure. 9he eole i% these ads are ortrayed as ha/i%* a *ood time, leadi%* to the belie+

that i+ you urchase these roducts you too -ill ha/e a *ood time. Ma%y ad/ertiseme%ts emloy

more tha% o%e tech%iue i% attemti%* to ersuade the audie%ce. Plastic sur*ery ads are a er+ect

e2amle. 9hey attemt to ersuade by aeali%* to eolesB /a%ityLe*otism by e2osi%* their

+ear o+ a*i%*.

Te Aspects Influencing Advertising Information

)t is ro/e% by the research o+ sycholo*ists that the ercetio% o+ ad/ertisi%* i%+ormatio% is

determi%ed by a multitude o+ asects. $o-e/er, the sycholo*ical o%es +o"n/e, e8oonal

an) be$a/oal( lay the most imorta%t role. 9he lar*est amou%t o+ i%+ormatio% is ercei/ed

by seei%*.


33/65

ad/ertisi%* is to e/oe the +eeli%*, i% other -ords, it demo%strates ho- the customer is *oi%* to

+eel a+ter acuiri%* o%e or a%other roduct.

)+ the ad e/oes the +eeli%*s %ot o%ly directly related to it, but also additio%al #both ositi/e a%d

%e*ati/e& o%es, -e ca% state that the ad/ertiser -as success+ul i% disti%*uishi%* the mercha%dise

a%d this -ill a++ect the customerBs decisio%. A%other imorta%t co*%iti/e asect is ercetio%.

9he +eeli%*s are usually e/oed subco%sciously, -hile co*%itio% is a co%scious rocess.


34/65

IMPACT OF ADVERTISING ON CHILDREN

Ad/ertisi%* has become so i%te*ral art o+ our li+e society that -e ca%%ot ima*i%e a%y e/e%t,

%e-saer, ma*aHi%e, 9< serial, "i%ema etc. -ithout ad/ertisi%*. Ad/ertisi%* is a /ital

mareti%* tool as -ell as o-er+ul commu%icatio% medium. 9he basic obecti/e o+ a%y

ad/ertiseme%t is to stimulate sales, direct or i%direct by tryi%* to mae tall claims about roduct

er+orma%ce. 9he de*ree o+ imact o+ ad/ertisi%* o% adults may be roblematic but the outcome

is de/astati%* +or childre%. Ad/ertisers o+ childre%>s tele/isio% used to aeal to the are%ts

earlier but %o- they aeal directly to childre% (( -ho do %ot ha/e the emotio%al or co*%iti/e

tools to e/aluate -hat>s bei%* sold to them. 9ele/isio% is %o more ust a source o+ e%tertai%me%t

+or childre%. 9hey sho-case the must ha/es +or a id mai%* them a co%sumer e/e% be+ore they

ha/e reached the a*e o+ 3.

9hus the i%+lue%ce o+ the media o% the sychosocial de/elome%t o+ childre% is ro+ou%d. 9hus,

it is imorta%t +or the are%ts to %o- their childBs e2osure to media a%d to ro/ide *uida%ce o%

a*e(aroriate use o+ all media, i%cludi%* tele/isio%, radio, music, /ideo *ames a%d the

)%ter%et. 9he obecti/es o+ this research aer are to e2lore both the be%e+icial a%d harm+ul

e++ects o+ media o% childre%Bs me%tal a%d hysical health, a%d to ide%ti+y ho- the ad/ertisi%*

i%dustry ca% be re*ulated by +ormulati%* u%i+ied la-s to re/e%t the o/er(e2osure o+ childre% to

the ad -orld. =e are also emhasiHi%* o% directi%* childre%Bs to-ards imbibi%* healthy +ood

habits i% them by su**esti%* are%ts to be more a-are re*ulati%* the ad/ertiseme%t tar*eted

o% childre%. =e also ha/e tae% a re/ie- o% -hat i%d o+ re*ulatio%s are imleme%ted i% some

arts o+ -orld re*ardi%* ad/ertiseme%ts tar*eti%* childre%Bs -hat i%d o+ stes are bei%* tae%

i% )%dia i% this directio%.

9he -orld is a sharly commercial lace, a%d you ca% see this best i% the media. =hile the

imact o% adults may be a roblem, the outcome is de/astati%* +or our childre%. 9ele/isio%

sho-s %o lo%*er ust ro/ide e%tertai%me%t +or childre%. No- they are a sho-case +or Emust

ha/eE items that are%ts are e2ected to buy. 9hey teach our childre% to become co%sumers

be+ore they>/e e/e% reached the a*e o+ 3.

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Pare%ts must be a-are o+ the commercial messa*es +ou%d i% all ad/ertisi%* ( ri%t, mo/ies,

/ideos, music /ideos, comuter *ames a%d the )%ter%et. 9hese messa*es deict ho- se2y a%d

cool it is to use alcohol a%d tobacco roducts, romote co%sumtio% o+ ca%dy a%d other

u%healthy +oods, a%d sa%itiHe /iole%ce. All this could create addicts as -ell as hysically a%d

me%tally u%healthy eole. ther the% this there are certai% issues that a++ect the childre% such

as:

Volen+e

/er the ast t-o decades, hu%dreds o+ studies ha/e e2ami%ed ho- /iole%t ro*rammi%* o% 9

advertising as a tool of marketing

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