roll no 3 “advertising ethics and viewers perception towards surrogate advertisement”
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ADVERTISING ETHICS AND VIEWERS PERCEPTION TOWARDS SURROGATE ADVERTISEMENT
KISHINCHAND CHELLERAM COLLEGE 0
EXECUTIVE SUMMARY
In this project the meaning, benefits and ill effects of advertising
have been discussed and also the relationship of advertising with the
society has been elucidated. It is clear that advertisements have a
wide reach and mass impact in todays world, they affect everyone -
be it the young or old, poor or rich. Therefore the question of ethics in
advertising arises. Advertisers now must be aware of their
responsibility towards the society; they should be truthful and regard
the dignity of the human person. To ensure that all advertisements
are ethical, the Advertising Standards Council of India (ASCI) plays a
vital role. The main goal of ASCI is to maintain and enhance the
publics confidence in advertising. The Consumer Complaints Council
of the ASCI examines and investigates the grievances and
complaints received from the consumers and general public.
Although there are various organizations to ensure that
advertisements are ethical, the main responsibility lies with the
advertiser, to ensure that the advertisements do not hurt the
sentiments or corrupt the thoughts of anyone in the society. To
conclude it can be said that since advertising is a mass media, the
media must self-regulate and try not to hurt anybody in the society.
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TABLE OF CONTENTS PAGE NUMBER
Executive Summary 1
Preface 3
CHAPTER 1
1.1: Advertising and the Society
1.2: Introduction
1.3: Benefits of Advertising
3
3
5
7
CHAPTER 2
2.1: Ethics and their Requirement
2.2: Ill Effects of Advertising
2.3: Ethical Principles
11
11
11
16
CHAPTER 3
3.1: Ethical Codes
3.2: Advertising Standards Council
of India
3.3: Goals and Objectives
3.4: Role and Functioning
19
19
18
22
23
CHAPTER 4
4.1: Surrogate Advertising
4.2: Whats surrogate about
advertising?
4.3: Popular examples of Surrogate
Advertising & whats in store
4.4: Analysis of the Primary Data
4.5: Key Findings of the Study
24
24
27
31
34
47
Bibliography 48
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PREFACE
Since independence the Indian economy has been constantly
evolving. In the 1950s from a socialist economy with a few business
houses to an economy dictated by market forces with a highly
competitive business environment. However this change has not
taken place overnight, post independence Indian businesses followed
the production concept which involved producing as much as
possible as they knew that due to acute shortage whatever they
produce will get sold .This concept gave way to the product concept
in which firms only bothered to add more features to their product
without caring about their availability in the market. The product
concept was followed by the selling concept in which firms adopted
aggressive selling and promotional techniques to coax customers into
buying their product.
However the scenario changed dramatically in 1992 when India
adopted the New Economic Policy which was based on the pillars of
Liberalization, Globalization and Privatization .This led to the opening
up of the Indian Economy to the World Economy, Indian firms faced
tough competition both by foreign as well as Indian firms. As a result
of this the marketing concept gained prevalence ,according to this
concept firms identify the customer needs , the target market and aim
to deliver the desired satisfaction to customers better than its
competitors.
Advertising is one of the most important tools of marketing as it
involves informing the customers about the presence of the product in
the market, its features and its uses. At this time of heightened
competition firms may adopt unfair and unethical methods to promote
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their products and lure customers to buy their products. Also with
consumerism at its peak firms cannot get away with false and
misleading advertisements. Therefore at this juncture of time Ethics in
Advertising needs our unparalleled attention.
CHAPTER: 1
1.1: Advertising and the Society
What is advertising?
Advertising is the non personal communication of information
usually paid for and usually persuasive in nature about products,
services or ideas by identified sponsors through the various media. In
other words advertising is a form of communication that typically
attempts to persuade potential customers to purchase or to consume
more of a particularbrand ofproduct orservice.
Many advertisements are designed to generate increased
consumption of those products and services through the creation and
reinforcement of "brand image" and "brand loyalty". For these
purposes, advertisements sometimes embed their persuasive
message with factual information. Every major medium is used to
deliver these messages, including television, radio, cinema,
magazines, newspapers, video games, the Internet and billboards.
Advertising is often placed by an advertising agency on behalf of a
company or other organization.
http://en.wikipedia.org/wiki/Communicationhttp://en.wikipedia.org/wiki/Customershttp://en.wikipedia.org/wiki/Purchasehttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Producthttp://en.wikipedia.org/wiki/Servicehttp://en.wikipedia.org/wiki/Advertisementshttp://en.wikipedia.org/wiki/Brand_imagehttp://en.wikipedia.org/wiki/Brand_loyaltyhttp://en.wikipedia.org/wiki/Televisionhttp://en.wikipedia.org/wiki/Radiohttp://en.wikipedia.org/wiki/Filmhttp://en.wikipedia.org/wiki/Magazineshttp://en.wikipedia.org/wiki/Newspapershttp://en.wikipedia.org/wiki/Video_gameshttp://en.wikipedia.org/wiki/Internet_advertisinghttp://en.wikipedia.org/wiki/Billboardshttp://en.wikipedia.org/wiki/Advertising_agencyhttp://en.wikipedia.org/wiki/Advertising_agencyhttp://en.wikipedia.org/wiki/Billboardshttp://en.wikipedia.org/wiki/Internet_advertisinghttp://en.wikipedia.org/wiki/Video_gameshttp://en.wikipedia.org/wiki/Newspapershttp://en.wikipedia.org/wiki/Magazineshttp://en.wikipedia.org/wiki/Filmhttp://en.wikipedia.org/wiki/Radiohttp://en.wikipedia.org/wiki/Televisionhttp://en.wikipedia.org/wiki/Brand_loyaltyhttp://en.wikipedia.org/wiki/Brand_imagehttp://en.wikipedia.org/wiki/Advertisementshttp://en.wikipedia.org/wiki/Servicehttp://en.wikipedia.org/wiki/Producthttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Purchasehttp://en.wikipedia.org/wiki/Customershttp://en.wikipedia.org/wiki/Communication -
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Advertisements are seen on the seats ofshopping carts, on the
walls of an airport walkway, on the sides ofbuses, and are heard in
telephone hold messages and in-store public address systems.
Advertisements are often placed anywhere an audience can easily or
frequently access visual, audio and printed information.
1.2: Introduction
The importance of advertising is steadily on the increase in
modern society. Just as the media of social communication itself has
enormous influence everywhere, so advertising, using media as its
vehicle, is a pervasive, powerful force shaping attitudes and behavior
in todays world. Now, prompted by the increasing importance of
advertising attention should be given to positive contributions that
advertising can and does make; to note ethical and moral problems
that advertising can and does raise; to point to moral principles that
apply to this field; and, finally, to suggest certain steps for the
consideration of those professionally involved in advertising, as well
as for others in the private sector. In todays society, advertising has
a profound impact on how people understand life, the world and
themselves, especially in regard to their values and their ways of
choosing and behaving.
The field of advertising is extremely broad and diverse. In
general terms, of course, an advertisement is simply a public notice
meant to convey information and invite patronage or some other
response. As that suggests, advertising has two basic purposes: to
inform and to persuade, and while these purposes are
distinguishable both very often are simultaneously present.
http://en.wikipedia.org/wiki/Shopping_carthttp://en.wikipedia.org/wiki/Airporthttp://en.wikipedia.org/wiki/Bushttp://en.wikipedia.org/wiki/Telephonehttp://en.wikipedia.org/wiki/Public_address_systemshttp://en.wikipedia.org/wiki/Visualhttp://en.wikipedia.org/wiki/Soundhttp://en.wikipedia.org/wiki/Printedhttp://en.wikipedia.org/wiki/Printedhttp://en.wikipedia.org/wiki/Soundhttp://en.wikipedia.org/wiki/Visualhttp://en.wikipedia.org/wiki/Public_address_systemshttp://en.wikipedia.org/wiki/Telephonehttp://en.wikipedia.org/wiki/Bushttp://en.wikipedia.org/wiki/Airporthttp://en.wikipedia.org/wiki/Shopping_cart -
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Advertising is not the same as marketing (the complex of commercial
functions involved in transferring goods from producers and
consumers) or public relations (the systematic effort to create a
favorable public impression or image of some person, group, or
entity). In many cases, though, it is a technique or instrument
employed by one or both of these. Advertising can be very simple
a local, even? Neighborhood, phenomenon or it can be very
complex, involving sophisticated research and multimedia campaigns
that span the globe. It differs according to its intended audience, so
that, for example, advertising aimed at children raises some technical
and moral issues significantly different from those raised by
advertising aimed at competent adults. Not only are many different
media and techniques employed in advertising; advertising itself is of
several different kinds: commercial advertising for products and
services; public service advertising on behalf of various institutions,
programs, and causes; and a phenomenon of growing importance
today political advertising in the interests of parties and
candidates. Making allowance for the differences among the different
kinds and methods of advertising, we intend what follows to be
applicable to them all.
It cannot be said that advertising simply mirrors the attitudes
and values of the surrounding culture. No doubt advertising, like the
media of social communications in general, does act as a mirror. But,
also like media in general, it is a mirror that helps shape the reality it
reflects, and sometimes it presents a distorted image of reality.
Advertisers are selective about the values and attitudes to be
fostered and encouraged, promoting some while ignoring others. This
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selectivity gives the lie to the notion that advertising does no more
than reflect the surrounding culture. For example, the absence from
advertising of certain racial and ethnic groups in some multi-racial or
multi-ethnic societies can help to create problems of image and
identity, especially among those neglected, and the almost inevitable
impression in commercial advertising that an abundance of
possessions leads to happiness and fulfillment can be both
misleading and frustrating. Advertising also has an indirect but
powerful impact on society through its influence on media. Many
publications and broadcasting operations depend on advertising
revenue for survival. This often is true of religious media as well as
commercial media. For their part, advertisers naturally seek to reach
audiences; and the media, striving to deliver audiences to
advertisers, must shape their content so to attract audiences of the
size and demographic composition sought. This economic
dependency of media and the power it confers upon advertisers
carries with it serious responsibilities for both.
1.3: Benefits of advertising
Enormous human and material resources are devoted to
advertising. Advertising is everywhere in todays world. No one now
can escape the influence of advertising. Even people who are not
themselves exposed to particular forms of advertising confront a
society, a culture other people affected for good or ill by advertising
messages and techniques of every sort.
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The benefits of advertising can briefly be stated as follows-
Benefits to Businesses
Meets Competition - In the increasingly competitive business
environment advertising helps businessmen to stay abreast
with competition.
Creates Sales - As advertising informs the public about the
presence of goods and persuades them to purchase them it
leads to creation of sales. Steady Demand - Since advertising leads to a steady demand
for goods as it persuades people to purchase the goods.
Creates Economies of Scale With the help of advertising
there is a reduction of dependence on middlemen which
significantly reduces the cost of distribution therefore production
increases and economies of scale can be achieved.
Builds Goodwill Advertising also leads to an increase in the
goodwill of a firm.
Benefits to Customers
Awareness Advertising leads to awareness about goods in
the market among the customers.
Convenience in Shopping As customers already know
about the features and prices of the products there is
convenience in shopping.
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Quality Products Firms must back their advertisements with
quality products if they are to be successful.
Satisfaction after purchasing the product when the customer
sees that the product contains all the features that were
advertised, there is a sense of satisfaction derived by the
customer.
Benefits to Society
Advertising creates employment opportunities for the society Advertising also sustains the press
Advertising also leads to Research and Development as there
is an incentive to progress
Cultural Benefits
Because of the impact advertising has on media that depend on
it for revenue, advertisers have an opportunity to exert a positive
influence on decisions about media content. This they do by
supporting material of excellent intellectual, aesthetic and moral
quality presented with the public interest in view, and particularly by
encouraging and making possible media presentations which are
oriented to minorities whose needs might otherwise go unserved.
Moreover, advertising can itself contribute to the betterment of society
by uplifting and inspiring people and motivating them to act in ways
that benefit themselves and others. Advertising can brighten lives
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simply by being witty, tasteful and entertaining. Some advertisements
are instances of popular art, with a vivacity and lan all their own.
Moral and Religious Benefits of Advertising
In many cases, too, benevolent social institutions, including
those of a religious nature, use advertising to communicate their
messages messages of faith, of patriotism, of tolerance,
compassion and neighborly service, of charity toward the needy,
messages concerning health and education, constructive and helpful
messages that educate and motivate people in a variety of beneficial
ways.
The 1st chapter has introduced the subject matter of advertising,
its benefits. No doubt advertising today affects everybodys life
young, old and infants. Therefore while advertising the advertisers
must bear in mind the ethical values linked with advertising, these
ethical values play a very vital role in our life. Therefore the ill effects
and the ethical values related to advertising is the subject matter of
my next chapter.
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Chapter: 2
2.1: Ethics and their Requirement
There is nothing intrinsically good or intrinsically evil about
advertising. It is a tool, an instrument: it can be used well, and it can
be used badly. If it can have, and sometimes does have, beneficial
results such as those described in the previous chapter, it also can,
and often does, have a negative, harmful impact on individuals and
society .It is important to know the negative impacts of advertising
before understanding the requirement of ethics in advertising.
The negative impacts of advertising are discussed below-
2.2: Economic Ill Effects of Advertising
Advertising can betray its role as a source of information by
misrepresentation and by withholding relevant facts. Sometimes, too,
the information function of media can be subverted by advertisers
pressure upon publications or programs not to treat of questions that
might prove embarrassing or inconvenient. More often, though,
advertising is used not simply to inform but to persuade and motivate,
to convince people to act in certain ways, buy certain products or
services, patronize certain institutions, and the like. This is where
particular abuses can occur. The practice of brand-related
advertising can raise serious problems. Often there are only
negligible differences among similar products of different brands, and
advertising may attempt to move people to act on the basis of
irrational motives (brand loyalty, status, fashion, sex appeal, etc.)
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instead of presenting differences in product quality and price as
bases for rational choice. Advertising also can be, and often is, a tool
of the phenomenon of consumerism.
Sometimes advertisers speak of it as part of their task to
create needs for products and services that is, to cause people to
feel and act upon cravings for items and services they do not need. If
... a direct appeal is made to the consumers instincts while ignoring
in various ways the reality of the person as intelligent and free then
consumer attitudes and life-styles can be created which are
objectively improper and often damaging to his/her physical and
spiritual health .This is a serious abuse, an affront to human dignity
and the common good when it occurs in affluent societies. But the
abuse is still more grave when consumerist attitudes and values are
transmitted by communications media and advertising to developing
countries, where they exacerbate socio-economic problems and harm
the poor. It is true that a judicious use of advertising can stimulate
developing countries to improve their standard of living. But serious
harm can be done to them if advertising and commercial pressure
become so irresponsible that communities seeking to rise from
poverty to a reasonable standard of living are persuaded to seek this
progress by satisfying wants that have been artificially created. The
result of this is that they waste their resources and neglect their real
needs, and genuine development falls behind.
Similarly, the task of countries attempting to develop types of
market economies that serve human needs and interests after
decades under centralized, state-controlled systems is made more
difficult by advertising that promotes consumerist attitudes and values
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offensive to human dignity and the common good. The problem is
particularly acute when, as often happens, the dignity and welfare of
societys poorer and weaker members are at stake. It is necessary
always to bear in mind that there are goods which by their very nature
cannot and must not be bought or sold and to avoid an idolatry of
the market that, aided and abetted by advertising, ignores this crucial
fact.
Cultural Ill Effects of Advertising
Advertising also can have a corrupting influence upon culture
and cultural values. We have spoken of the economic harm that can
be done to developing nations by advertising that fosters
consumerism and destructive patterns of consumption. Consider also
the cultural injury done to these nations and their peoples by
advertising whose content and methods, reflecting those prevalent in
the first world, are at war with sound traditional values in indigenous
cultures. Today this kind of domination and manipulation v ia media
rightly is a concern of developing nations in relation to developed
ones as well as a concern of minorities within particular nations.
The indirect but powerful influence exerted by advertising upon
the media of social communications that depend on revenues from
this source points to another sort of cultural concern. In the
competition to attract ever larger audiences and deliver them to
advertisers, communicators can find themselves tempted in fact
pressured, subtly or not so subtly to set aside high artistic and
moral standards and lapse into superficiality, tawdriness and moral
squalor. Communicators also can find themselves tempted to ignore
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the educational and social needs of certain segments of the audience
the very young, the very old, the poor who do not match the
demographic patterns (age, education ,income, habits of buying and
consuming, etc.) of the kinds of audiences advertisers want to reach.
In this way the tone and indeed the level of moral responsibility of the
communications media in general are lowered. All too often,
advertising contributes to the invidious stereotyping of particular
groups that places them at a disadvantage in relation to others. This
often is true of the way advertising treats women; and the exploitation
of women, both in and by advertising, is a frequent, deplorable abuse.
How often are they treated not as persons with an inviolable dignity
but as objects whose purpose is to satisfy others appetite for
pleasure or for power? How often the role of woman as wife and
mother is undervalued or even ridiculed? How often is the role of
women in business or professional life depicted as a masculine
caricature, a denial of the specific gifts of feminine insight,
compassion, and understanding, which so greatly contribute to the
Civilization of love?
Moral and Religious Ill Effects of Advertising
Advertising can be tasteful and in conformity with high moral
standards, and occasionally even morally uplifting, but it also can be
vulgar and morally degrading. Frequently it deliberately appeals to
such motives as envy, status seeking and lust. Today, too, some
advertisers consciously seek to shock and titillate by exploiting
content of a morbid, perverse and pornographic nature.
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Also commercial advertisers sometimes include religious
themes or use religious images or personages to sell products. It is
possible to do this in tasteful, acceptable ways, but the practice is
obnoxious and offensive when it involves exploiting religion or
treating it flippantly
Ethics means a choice between good and bad, between right
and wrong. It is governed by a set of principles of morality at a given
time at a given place.
After discussing the harmful effects of advertising it can be
understood that ethics are very important in the field of advertising.
Advertising, too, has ethical values. Advertising communication is a
mix of art and facts subservient to ethical principles. In order to be
consumer-oriented, an advertisement will have to be truthful and
ethical. It should not mislead the consumers. If it so happens, the
credibility is lost. The tall claims made by the companies boomerang
on them.
Therefore advertisers have two options either they help human
persons to grow in their understanding and practice of what is true
and good, or they are destructive forces in conflict with human well
being. Advertisers are morally responsible for what they seek to move
people to do; and this is a responsibility also shared by publishers,
broadcasting executives, and others in the communications world, as
well as by those who give commercial or political endorsements, to
the extent that they are involved in the advertising process. If an
instance of advertising seeks to move people to choose
and act rationally in morally good ways that are of true benefit to
themselves and others, persons involved in it do what is morally
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good; if it seeks to move people to do evil deeds that are self-
destructive and destructive of authentic community, they do evil. This
applies also to the means and the techniques of advertising: it is
morally wrong to use manipulative, exploitative, corrupt and
corrupting methods of persuasion and motivation. In this regard, we
note special problems associated with so-called indirect advertising
that attempts to move people to act in certain ways for example,
purchase particular products without their being fully aware that
they are being swayed. The techniques involved here include
showing certain products or forms of behavior in superficially
glamorous settings associated with superficially glamorous people; in
extreme cases, it may even involve the use of subliminal messages.
Within this very general framework, we can identify several
moral principles that are particularly relevant to advertising. We shall
speak briefly of three: truthfulness, the dignity of the human person,
and social responsibility.
2.3: Ethical Principles
A: Truthfulness in Advertising:
Even today, some advertising is simply and deliberately untrue.
Generally speaking, though, the problem of truth in advertising is
somewhat more subtle: it is not that advertising says what is overtly
false, but that it can distort the truth by implying things that are not so
or withholding relevant facts. Advertising, like other forms of
expression, has its own conventions and forms of stylization, and
these must be taken into account when discussing truthfulness.
People take for granted some rhetorical and symbolic exaggeration in
advertising; within the limits of recognized and accepted practice, this
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can be allowable .But it is a fundamental principle that advertising
may not deliberately seek to deceive, whether it does that by what it
says, by what it implies, or by what it fails to say. The proper exercise
of the right to information demands that the content of what is
communicated be true and, within limits, included here is the
obligation to avoid any manipulation of truth for any reason.
B: Dignity of the Human person
There is an imperative requirement that advertising respect
the human person, his right duty to make a responsible choice, his
interior freedom; all these would be violated if mans lower
inclinations were to be exploited, or his capacity to reflect and decide
compromised. These abuses are not merely hypothetical possibilities
but realities in much of advertising today. Advertising can violate the
dignity of the human person both through its content what is
advertised, the manner in which it is advertised and through the
impact it seeks to make upon its audience. We have spoken already
of such things as appeals to lust, vanity, envy and greed, and of
techniques that manipulate and exploit human weakness. In such
circumstances, advertisements readily become vehicles of a
deformed outlook on life, on the family, on religion and on morality
an outlook that does not respect the true dignity and destiny of the
human person.
This problem is especially acute where particularly vulnerable
groups or classes of persons are concerned: children and young
people, the elderly, the poor, the culturally disadvantaged. Much
advertising directed at children apparently tries to exploit their
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credulity and suggestibility, in the hope that they will put pressure on
their parents to buy products of no real benefit to them. Advertising
like this offends against the dignity and rights of both children and
parents; it intrudes upon the parent-child relationship and seeks to
manipulate it to its own base ends. Also, some of the comparatively
little advertising directed specifically to the elderly or culturally
disadvantaged seems designed to play upon their fears so as to
persuade them to allocate some of their limited resources to goods or
services of dubious value.
C:Advertising and Social Responsibility
Social responsibility is such a broad concept that we can note
here only a few of the many issues and concerns relevant under this
heading to the question of advertising. The ecological issue is one.
Advertising that fosters a lavish life style which wastes resources and
despoils the environment offends against important ecological
concerns. In his desire to have and to enjoy rather than to be and
grow, man consumes the resources of the earth and his own life in an
excessive and disordered way. ... Man thinks that he can make
arbitrary use of the earth, subjecting it without restraint to his will, as
though it did not have its own requisites and a prior God-given
purpose, which man can indeed develop but must not betray. As this
suggests, something more fundamental is at issue here: authentic
and integral human development. Advertising that reduces human
progress to acquiring material goods and cultivating a lavish life style
expresses a false, destructive vision of the human person harmful to
individuals and society alike. When people fail to practice a rigorous
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respect for the moral, cultural and spiritual requirements, based on
the dignity of the person and on the proper identity of each
community, beginning with the family and religious societies, then
even material abundance and the conveniences that technology
makes available will prove unsatisfying and in the end contemptible.
Advertisers, like people engaged in other forms of social
communication, have a serious duty to express and foster an
authentic vision of human development in its material, cultural and
spiritual dimensions.
Chapter: 3
3.1: Ethical Codes
In recent years the quantity of false, misleading and offensive
advertising has resulted in consumers having an increasing disbelief
in advertising, and a growing resentment of it. Misleading, false
advertising also constitutes unfair competition. It could lead to
market-place disaster or even litigation. If this kind of advertising
continues, it wont be long before statutory regulations and
procedures are imposed which make even fair, truthful, decent
advertising cumbersome if not impossible. This certainly will affect
firms ability to compete and grow.
3.2 Advertising Standards Council of India: ASCI
In order to enforce an ethical code we in India now have
Advertising Standards Council of India: ASCI. It is a non profit
organization set-up by 43 founder members who are involved with
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advertising in one-way or the other. It puts forward a regulating code.
ASCI propose to adjudicate on whether an advertisement is offensive
and its decision will be binding on its members. It proposes to deal
with the government if there are any disputes. The Advertising
Standards Council of India (ASCI) (1985) has adopted a Code for
Self-Regulation in Advertising. It is a commitment to honest
advertising and to fair competition in the market-place. It stands for
the protection of the legitimate interests of consumers and all
concerned with advertising - advertisers, media, advertising agencies
and others who help in the creation or placement of advertisements.
As the Code becomes increasingly accepted and observed pro-
actively, three things will begin to happen.
1. Fewer false and misleading advertisements
2. Fewer unfair advertisements
3. Increasing respectability
This only means more freedom for advertisers/firms to practice their
craft or carry on their business effectively. As a member of ASCI,
advertisers can mould the course of Self-Regulation and participate in
the protection of healthy, effective advertising. They can have a say,
through the Board of Governors, in the further development of the
Code and future appointments to the Consumer Complaints Council
(CCC). Membership of the ASCI (open only to Firms) entitles you to
appoint your nominee to discharge your function as a member,
including standing for election to the Board of Governors and voting
at general meetings.
In India, as in several advanced economies, ASCI is the only
body for Self-Regulation in Advertising the ASCI, which is
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concerned with safeguarding the interests of consumers whilst
monitoring/guiding the commercial communications of Practitioners in
Advertising on behalf of advertisers, for advertisements carried by the
Media, in their endeavors to influence buying decisions of the
Consuming Public.
Consumer Complaints Council
The Board of Governors shall appoint Consumer Complaints
Council (CCC), the number of members of which shall not be more
than twenty one.
The Consumer Complaints Council shall examine and investigate the
complaints received from the consumers and the general public,
including the members of the Company, regarding any breach of the
Code of Conduct and/or advertising ethics and recommend the action
to be taken in that regards
Power of Consumer Complaints Council
Each Council shall be entitled to receive complaints from the
Board of Governors, the Consumers, the general public and
members of the Company. Each Council shall enquire, investigate
and decide upon the complaints received by it within the frame work
of the Code of Conduct adopted by the Company. All the decisions of
each Council shall be by simple majority, in writing and may specify
the action to be taken in respect of the offending advertisement.
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3.3: Goal and Objectives
ASCI have one overreaching goal to maintain and enhance the
public's confidence in advertising.
ASCI seeks to ensure that advertisements conform to its Code for
Self-Regulation which requires advertisements to be
1. Truthful and fair to consumers and competitors
2. within the bounds of generally accepted standards of public
decency and propriety
3. Not used indiscriminately for the promotion of products, hazardous
or harmful to society or to individuals particularly minors, to a degree
unacceptable to society at large.
ASCI propagates its Code and a sense of responsibility for its
observance amongst advertisers, advertising agencies and others
connected with the creation of advertisements, and the media.
ASCI encourages the public to COMPLAIN against advertisements
with which they may be unhappy for any reason and ensures that
each complaint receives a prompt and objective consideration by an
impartial committee Consumer Complaints Council (CCC) which
takes into account the view point of the advertiser, and an appropriate
decision is communicated to all concerned.
ASCI endeavors to achieve compliance with its decisions through
reasoned persuasion and the power of public opinion.
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3.4: Role and Functioning
The Role and Functioning of the ASCI & its Consumer
Complaints Council (CCC) in dealing with Complaints received from
Consumers and Industry, against Ads which are considered as False,
Misleading, Indecent, Illegal, leading to Unsafe practices, or Unfair to
competition, and consequently in contravention of the ASCI Code for
Self-Regulation in Advertising.
ASCI are a voluntary self-regulatory council, registered as a
not-for-profit Company under section 25 of the Indian Cos. Act.
The sponsors of the ASCI, who are its principal members, are
firms of considerable repute within Industry in India, and
comprise Advertisers, Media, and Ad. Agencies and other
Professional /Ancillary services connected with advertising
practice.
The ASCI is not a Government body, nor does it formulate
rules for the public or for the relevant industries. The Purpose
and the Mission of the ASCI is spelt out clearly in the literature
provided. You will appreciate that if an AD is to be reviewed for
its likely impact on the sensibilities of individual viewers of TV, or
readers of press publications, we require to convey to the
Advertiser concerned, the substantial issues raised in the
complaint, in the exact context of the specific Ad, as conveyed by
the perception of the complainant, and to elicit the appropriate
response by way of comments from the Advertiser.
Only then will the CCC, of the ASCI, be in a position to
deliberate meaningfully on the issues involved, and to arrive at a fair
and objective conclusion, which would stand the scrutiny of all
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concerned with the right to freedom of expression, and the freedom of
consumers to choose the products /services made available to them
in the market.
Chapter: 4
4.1: SURROGATE ADVERTISING
Tobacco & liquor advertising does more than offer a high; it
promises a sophisticated lifestyle that stems merely from holding a
cigarette or hard drink. In India, the advertising industry has been
largely self-regulated. To circumvent the regulations, advertisers have
frequently used methods such as "surrogate advertising" to promote
such products. Surrogate advertising is the promotion of a product,
through indirect and devious means. Typically, an advertiser would
use the trademark/brand of a product for which promotions are
restricted/prohibited to promote a productthe advertisement of which
is permitted. For instance, it is not unusual to find a brand associated
with cigarettes to be used to advertise a competition/event. The
advertising of socially harmful products such as tobacco and alcohol
has been sought to be restricted by Indian lawmakers. Such
prohibitions were, however, previously limited to forms of media such
as terrestrial television and radio which were easier to regulate. With
technological advances such as satellite television and the Internet,
advertisers have been finding ways to circumvent restrictions to
achieve their goals.
SOURCE: The Economic Times (Corporate Counsel section),June
14, 2003.
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The literal meaning of Surrogate advertising is duplicating the
brand image of one product extensively to promote another product
of the same brand. Advertisement, as a popular medium of paid
communication has drawn public ire time and again for moving away
from the truth and the consumers right to know to providing false
images. The masked creative leave it to the consumers to read
between the lines.
This advertisement gimmick has its genesis in U.K., where
English housewives protested against liquor advertisements as they
felt that these ads were weaning their husbands away from them and
hence perceived as a threat. The liquor and the tobacco barons not
only in U.K. but also in other countries including India dealt with
resistance by advertising cocktail mixtures, fruit juices, apparel, etc.
The imagery used in most of the commercials is that which one can
associate with alcohol. Apart from brand names they assort the
products with seems like machismo, scantily clad girls, dim lights,
people partying and doing merry together. In ad parlance, surrogate
advertising is a politically correct term used to define fraudulent
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pieces of communication. For example, all those playing cards, soda
water bottles, apple juices, mineral water and other product ads we
see, are actually clever promotions for liquor and cigarette brands by
the same name. Lets take an example how it works. To explain..a
party is going in full swing, guests are enjoying their drinks and
chatting away. A gentleman finishes his drink and hands over the
empty glass to the waitress. Another lady also finishes her drink and
places the glass on the tray. On both the glasses AC Black Apple
Juice is printed. As the waitress carries the empty glasses, the two
AC Black ones knock against each other. In the next shot a kind of
mysterious force pulls the two guests, who bump against each other.
While waitress continues to carry the tray, the two glasses keep
brushing against each otherand so do the young couple. Even as
the dance between the two glasses goes on in full scale, the impact is
felt in equal strength by the couple. The glasses are taken for a wash,
and are placed under the rush of tap water. Continuing with the
pattern, the young dancing partners too find themselves in pouring
rain. Finally having cleaned the glasses, the waitress keeps them for
drying, placed beside each other. The amazed guests look on as the
couple also stands immobilized side by side. The voice over says:
"AC Black Apple Juice, kuch bhi ho sakta hai" (Anything is possible).
In addition, brand imagery can be communicated without referenceto
cigarettes. This is evident in the evolution of the current Four Square
campaign. Some of the Four Square campaign storefront and bus
stop advertisements contain the black and white photograph with a
man holding a red square on one end and an open pack of cigarettes
on the other; others just contain the photograph with the text, "four
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square the man with the smooth edge" and three red squares. The
Four Square billboards, posters, and magazine advertisements are
composed solely of the photograph,the logo, and the slogan; the only
mention of cigarettes is
in the statutory warning.
4.2: Whats surrogate about advertising?
The I&B Ministry had instructed the TV channels not to carry
surrogate advertising. This was in addition to the news that cigarette
packets would now have to carry gory pictures, ostensibly to scare
away smokers and thereby save their lungs and their lives.
Lets take the second point first. The picture of a scorpion on a
cigarette packet is probably the most ludicrous attempt at scaring
anyone away. It is this propensity of the Government to convert its
feeble attempts at regulating the powerful tobacco lobby that never
ceases to amaze me. If the smokers do not die of lung cancer after
merrily continuing smoking cigarettes from packets that carry the
scorpion picture, they will surely die of laughing at these half
measures.
That brings us to the first point. Every so often one reads of the
strict rules that ban tobacco and liquor advertising. And every so
often one views advertising of CDs, cassettes, events, mineral water,
stores, airlines, awards and any other product with the brand names
of major tobacco and liquor companies on television, newspapers,
magazines and on hoardings.
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Lets examine the case for and against surrogate advertising from
different perspectives.
The advertisers perspective is fairly straightforward. If it is legal
to manufacture, distribute and sell a product, why should it be illegal
to promote the sale of that product?
I dont think anyone can answer that question convincingly. If it has
been established conclusively that cigarette smoking kills, why is it
that it is available to anyone, irrespective of his or her age, at every
street corner?
And even if surrogate advertising for cigarettes is effectively
banned, what about events on satellite TV that are sponsored by
tobacco and liquor companies? Tune into the coverage of Formula 1
racing at you will see cars racing around circuits of the world with the
names and logos of tobacco and liquor companies emblazoned on
every part of the vehicle and the driver. Does this mean that ITC
cannot advertise its products in Indian events even though it is a
major contributor to the exchequer in terms of excise and duties,
while Marlboro, which is smuggled freely onto the streets of India, can
subliminally implant itself in the minds of the smoking public that
watches this coverage? Assuming that tobacco companies even have
a case to advertise, one would at least ask for a level playing field.
What about the advertising agencys point of view? I frankly dont
think they have one. They will implement strategy for their clients,
execute jobs irrespective of whether they are legal or not and try and
shore up their bottom line. If this was not the case, you would not
have surrogate advertising.
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Now lets think of the consumer. Well, as a consumer, I cannot
plead that I should have the right to do what I wish, including the
consumption of tobacco in whatever form. That would perforce mean
I have the right to commit suicide. And society and statute does not
give me that right.
Having got that out of the way, I would have to agree that
society in its wisdom and the law in its majesty enjoins certain
restrictions on me and my public behavior, and if I do not agree with
such restrictions I have the right to appeal against them to the
judiciary or lobby for legislative change. In the meanwhile, I am
expected to be a law-abiding citizen. Sounds very simple and
straightforward.
Then why is there surrogate advertising? Does it mean that
those indulging in it are not law-abiding citizens? The short answer is
yes!
Tobacco and liquor companies have the right to knock on the
doors of the judiciary and the legislature to seek redress from rules or
laws they feel are unfair or wrong. God know they have the money,
legal wherewithal and political patronage to do all of these things. If
they have not been able to do it, it means that surrogate advertising is
not just legally wrong but also unconscionable.
Advertisers such as United Breweries went ahead and set up
an airline with a brand name, color and logo style that was the same
as a liquor brand they owned.
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Advertisers like ITC went ahead and set up a chain of lifestyle
stores under the name and style of a cigarette brand they owned.
This was when there were already rules and laws in place that
expressly forbade this.
Today we have a large airline that is a legitimate business
called Kingfisher. And a large chain of lifestyles stores called Wills.
An equally legitimate business. Yet, even Vijay Mallya would not be
able to tell you with a straight face that his airline was named
Kingfisher at a time when it was legal to do so. Nor would Yogi
Deveshwar. And they are both honorable men.
If the Government was serious about enforcing its rules and
laws it could have put a stop to these names years ago. It was
expedient to allow them to grow into large legitimate businesses and
then deem them legitimate. Now one can say that you cannot have a
product (other than the liquor brand) called Seagrams 100 Pipers.
That merely locks the doors after the horses have fled. How will you
decide that a business is legitimate or not? Would Bacardi Blast
cassettes and CDs be seen as legitimate? Of course it would be.
Would any of these be right? Certainly not.
The point to note is that there is nothing surrogate about
advertising. There is something surrogate about ethics and values
and a sense of right and wrong. And so you have an actress who was
hailed as the only man in Bollywood endorsing a bravery award
named after a cigarette brand. And you have pious corporate social
responsibility programmes from a tobacco company that freely
endorses surrogate advertising. And you have a Member of
Parliament whose intentions could definitely be construed to point at
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encouraging surrogate advertising. Forget the advertising agencies.
They are too small in this game. Advertisers must decide what is right
and what is wrong. And the consumer must be the ultimate judge. Do
you want to patronize the products and services of companies who
are legally correct, or really correct? Thats a choice you have to
make. The advertising is purely incidental.
Surrogate Advertising - The Positive Side
When the laws of a country do not permit advertising of a
certain product category, the advertisers take the shelter of a brand
extension. Advertising of alcoholic drinks in India is not permitted. To
by pass this, some manufacturers of whisky or similar products
launched brands of soda, mineral water under the same brand name
as that of their popular whisky. Hence the meaning of Surrogate
advertising is duplicating the brand image of one product extensively
to promote another product of the same brand.
4.3: POPULAR EXAMPLES OF SURROGATE ADVERTISING &
WHATS IN STORE
Todays media is full of examples which bring out the best of
surrogate advertising. Even the event marketing of sports, fashion &
music has not been spared from surrogate advertising. The alcohol
based brand sponsor sports and receives visibility via advertising and
below-the-line marketing. Brief examples along with modus operandi
have been mentioned below.
Celebrity endorsements with Shatrughan Sinha for the Bagpiper soda
to the leading stars such as Akshay Kumar for the Red & White
Bravery Awards while Johnny Walker Scotch Whisky promotes a
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series of successful stories on the T.V. channel-CNBC India through
sound bites like Amitabh Bhachan. Event marketing has benefited
sports, fashion & music. The alcohol based brand sponsors sports
and receives visibility via advertising and below-the-line marketing.
Seagram-the producer of the premium whisky Chivas Regal have
been promoting Chivas Regal Championships and Chivas Regal
Invitational Golf Challenge for corporate executives. United Breweries
group been associated with formula one racing since long through its
flagship beer brand king fisher, Mc Dowell & Co. has associated its
umbrella brand McDowell with sport of derby. While the most
interesting amongst them is the Haywards 5000 beer, which uses
dart boards as their surrogate product in their ads and the brand has
gone one step further by associating itself with a new sport darting
and is sponsoring national dart championships.
Wills Life Style is a chain of specialty stores providing exclusive
designer collection. At 2003 Images Fashions Awards, Wills Life Style
was declared the most admired exclusive retail chain of the year.
Hence the stores serve as effective brand wagon for the cigarette
brand. Another glaring example in this field is Manikchand-a major
gutka manufacturer who sponsor Manikchand-Filmfare Awards and
promotes its brand name.
With the Government trying to clamp down on surrogate
advertising, liquor companies seem keen to bat out the ban. Even as
liquor brands have traditionally been associated with up market
sporting activities like golf, polo, derby and yachting, companies are
now turning towards the game of the masses - cricket. In fact, the
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latter half of the current year will see liquor brands as the title
sponsors of two major cricketing events featuring India.
Immediately after the triangular series at Zimbabwe (of which Royal
Stag was the associate sponsor), the India and Zimbabwe Test series
will be called the Royal Stag Cup.
Till date Royal Stag has used several international cricketers as
brand endorsers. This is the first time the company has forayed into
tournament sponsorship.
Similarly, the ICC World XI Vs Australia series to be held Down
Under will be called the Johnnie Walker Super Series. According to
media planners, as both the series are being held outside India it
would be difficult for the Government to blip out the liquor brands.
"Since the matches will be beamed into Indian drawing rooms live,
the brands will enjoy good visibility," they added.
Internationally beer brands such as Fosters and Lion have supported
cricket in Australia and Sri Lanka respectively. Meanwhile, Royal
Stag has roped in Zimbabwean Vice-Captain, Heath Streak as their
new Royal Stag brand ambassador. Other celebrity Royal Stag
cricket endorsers include Australian Cricket captain Ricky Pointing,
and Indias Harbhajan Singh. The Information and Broadcasting (I&B)
Ministry's efforts to ban surrogate advertising of liquor brands has
reached a naught. A few months ago, it had sent out notices to
various television channels to withdraw advertisements by liquor
companies. But within a few weeks of the notices being issued,
surrogate advertising made a comeback on television. In fact, a few
liquor companies have been advertising during the ongoing cricket
series as well. Earlier, in an interaction with Government officials,
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channels were categorically told that there is a complete ban on
advertising by liquor companies. "However, exemptions could be
granted on a case-by-case basis, like the one granted to Kingfisher
Airlines," they had said.
The Government is also handicapped by procedure wherein it
can take action against channels only after receipt of complaints.
"The Government cannot suo motu issue show-cause notices. It has
to first receive complaints," said official sources.
Liquor companies on their part state that their advertising is self-
regulated and comply with the Indian Broadcasting Foundation and
the Advertising Standards Council of India code.
4.4: ANALYSIS OF THE PRIMARY DATA
In order to have broader & balanced sample, there were two
target segments that were identified first being the advertising
companies who actually understand the market, analyze the
requirement of the client & the target customers and accordingly
design advertisements to communicate the desired message
effectively.
The second target segment consists of people from diverse
backgrounds or the general segment, who are the main consumers.
The questioners were distributed to advertising companies and also
to individuals or general public (consumers). While out of the total
hundred questionnaires, twenty were given to people in advertising
sector, eighty questionnaires were given to individuals from diverse
background.
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Q.1 Do you think we require any ban on Tobacco & Liquor
advertising?
Advertising Segment-
A staggering 95% of the sample from the advertising companies felt
that a ban should be imposed on advertising of Tobacco & Liquor. As
low as 5% of the sample from the Advertising companies, believes
that a ban on advertising of Tobacco & Liquor is not required.
Others-
Amongst the sample, other than those from advertising segment,
56.25 % are in favor of a ban being imposed on advertising of
tobacco & liquor. On the other hand 43.75 % of the audience from the
general target audience says that no ban is required on the
advertising of liquor & tobacco.
Conclusion-
As much as 64% of the sample is in favor of a ban being imposed on
tobacco & liquor advertising, as against a 36% who feel that no ban
on tobacco & liquor advertising is required. This clearly shows that a
majority of people feel that the ever rising consumption & ills of
consuming tobacco & liquor can be controlled by putting a ban on
95
56.25
64
5
43.75
36
0
10
20
30
40
50
60
70
8090
100
Advertising General Overall
Segment
OpenionofRespondents(%
)
Yes
No
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advertising tobacco & liquor. This reflects that the majority is in favor
of the ban introduced by the government on liquor & tobacco
advertising.
Q.2 Do you think the government has been successful in controlling
the consumption of tobacco & liquor by imposing a ban on Tobacco &
Liquor advertising?
Advertising Segment-
In the opinion of as many as 70% of the sample from advertising
segment, the government has not been successful in its attempt to
control the consumption of tobacco & liquor by putting a ban on their
advertising. Only 30 % of them consider that government has been
successful in this endeavor of their.
Other-
While 36.25% of the sample feels that government has curbed the
consumption of tobacco & liquor by imposing a ban on their
3036 35
7064 65
0
10
20
30
40
50
60
70
80
Advertising General Overall
Segment
NumberofRespondents(%)
Yes
No
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advertising, a larger part of the sample .i.e.63.75% feels the ban has
not helped the government achieve its objective
Conclusion-
As against 35% of the sample who have voted in favor of the
government measure, 65% of the sample considers that the
government has failed in its endeavor to control the consumption of
tobacco & liquor by imposing a ban on its advertising.
Since the liquor & tobacco manufacturers have found alternate
means of promoting their products, the ban has not been successful
putting restriction to the ever increasing demand of liquor & tobacco.
The response to the above question shows the opinion of the masses
& highlights the inability of the government to achieve its objective of
curbing the consumption of the tobacco & liquor.
Q.3 what one of the following do you consume?
In order to be able to analyze the feedback of the people constituting
the sample it was important to know there preference for tobacco &
liquor.
10
22.5 20
10
2.5 45
63.75
52
75
11.25
24
0
10
20
30
40
50
60
70
80
Advertising General Overall
Segment
ConsumptionPatternofRespondents
(%)
Tobacco & Liquor
Tobacco Only
Liquor Only
None
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Advertising Segment-
Out of the twenty people belonging from the advertising background
10% of them consumed both tobacco & liquor, 10% consumed only
tobacco, those who consumed liquor only constituted for 5% of the
sample. However majority of them .i.e. 75% of them said they
consumed none of the two.
Others-
In case of the general sample or the sample constituting of general
public 22.5% people said they consume both tobacco & liquor, 2.5%
consumed only tobacco, and 11.25% of them consumed none. But
63.75% agreed on their being consumers of liquor alone.
Conclusion-
Out of the total sample size of 100, 20% consume both tobacco &
liquor, 4% consume only tobacco, 52% consume only liquor and 24%
dose not consume any of the two. The result shows majority of the
sample being consumers of tobacco &/or liquor, this implies that the
data collected from this sample provides a realistic base for analysis.
Q.4 what comes to your mind when you see advertisements like Red
& White Bravery Awards, Royal Challenge Golf & club Accessories,
Bagpiper Soda, Aristocrat Apple Juice, Manikchand Filmfare Awards?
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Advertising Segment-
A strong 60% of the target segment says the surrogate advertisement
reminds them of the core product that is the liquor or tobacco. 5%
percent of the people in the sample feel that the surrogate advertising
encourages them to consume liquor or tobacco. Another 5% of them
feel that surrogate advertising makes them feel like consuming more
of the liquor or tobacco. However 30% of the target segments in thesample feel that for them surrogate advertisement are advertisement
of only the product being shown there in & not of the brand or core
product.
Others-
In the general target segment, 42.5% of the people feel that the
surrogate advertisements remind them of the core products i.e. liquor
or tobacco. 46.25% of the people from whom the data was collected
said the surrogate ads encourage them to consume liquor & tobacco.
While 22.5% of those who were part of the sample feel that surrogate
advertising induced in them the desire to increase the consumption of
6042.5 46
5 46.25 385
22.519
30
17.520
0
20
40
60
80
100
120
140
Advertising General Overall
Segment
OpenionofRespond
ents(%)
Associate to
Product in the Ad
Encourages
Increased
consumption
Encourages to
Consume
Reminds of Core
Product
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liquor & tobacco, 17.5% say that for them surrogate advertising is just
another which, tries to market the product being advertised.
Conclusion-
The very reason for which the liquor & tobacco manufacturers took to
surrogate advertising was that in the presence of the ban, they
needed to promote their product & maintain a strong brand recall. All
this was obviously for the very basic cause, that is maximize sales
volume & to have a bigger customer base.
Based on the response to this question it can be said that surrogate
advertising does its job well because 46% of the respondents
correlate to the core product, whose brand is being advertised, 38%
of them are encouraged to consume tobacco & liquor. As per 19% of
the people in the sample, surrogate advertisements also create
desire in the viewers to increase their consumption of tobacco &
liquor. Only 20% of the people feel that for them surrogate ads are
just an ad of the product being promoted in the advertisement & not
of the core product or brand.
Q.5 Are you aware of the phenomenon of Surrogate Advertising (as
mentioned above)
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Advertising Segment-
In the advertising segment of the sample 75% of the people said they
were not just familiar with the term surrogate advertising but they also
knew the concept. Only a small section, constituting 5% of the
respondents from advertising and media target segment said even
though the new the concept, they were not familiar with the term.
20% were unaware of both the term & concept of surrogate
advertising.
Others-
Among the general target segment the majority constituting of
66.25% said they were not aware of the term surrogate advertising &
the concept. While 25% people said they were familiar with the term
surrogate advertising & also knew the concept, 8.75% of people said
although the new the concept but they did not know the term
surrogate advertising.
Advertising, 75
Advertising, 5Advertising, 20
General, 25
General, 8.75
General, 66.25
Overall, 35
Overall, 8
Overall, 57
0
20
40
60
80
100
120
140
160
Familiar & Aware
of Concept
Not Familiar but
Aware of Concept
Not Familiar & Not
Aware of Concept
Familiarity & Awareness
PercentageofRespo
ndents(%)
Overall
General
Advertising
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Conclusion-
In order to understand the awareness & comfort level of the target
segments, it was important to determine their knowledge about the
topic of the study. The result shows that surrogate advertising is a
less known fact to a layman & hence the surrogate adds would have
a mixed impact on the audience, this means that while some would
consciously realize of why surrogate advertising of core brand is
being done, others might not be equally receptive to the message of
the ads. The response to the above question highlights the lack of
awareness in people about surrogate advertisement. Out of the total
sample of 100, 57% said they were not aware of surrogate
advertising as a term & concept. Out of the remaining 35% said that
they were familiar with both the term & concept of surrogate
advertising. Remaining 8% were only familiar with the term but not of
the concept.
Q.6 What according to you is the root cause that led to surrogate
advertising?
Advertising, 50Advertising, 20
Advertising, 40
General, 57.5
General, 20
General, 40
Overall, 56
Overall, 28
Overall, 39
0
20
40
60
80
100
120
140
160
180
Loopholes in Ban
on Advertising
Pressure of
Incresed
Competition & Ban
Better Brand
Recall due to
Surrogate Ad's
Root Cause of Surrogate Advertising
Percentage
ofRespondents(%)
Overall
General
Advertising
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Advertising Segment-
Majority of the people from the advertising segment of the sample
.i.e. 50% of the respondents feel that surrogate advertising has
emerged from the loopholes existing in the laws directed towards
implementing the ban. 20% of the respondents feel that surrogate
advertising is an outcome of increased competition among the liquor
& tobacco giants, which forced them to advertise in one form or
another. In the opinion of 40% of the people from advertising
segment, surrogate advertising exists because it leads to better brand
recall & increased sales of the core product.
Others-
While 57.5% of those belonging to the general segment, attributed
the existence of loopholes in the law created to ban advertising of
liquor & tobacco as the root cause that led to surrogate advertising,
20% respondents felt that surrogate advertising was an outcome of
the increased competition among the liquor & tobacco giants & this is
what forced them to take up advertising in one form or another. For
40% of the general segment who responded to the questionnaire
surrogate advertising emerged because it leads to better brand recall
& helps in increased sales of the core product.
Adding to the findings of question 4 of the questionnaire
Conclusion-
Out of the total sample size of 100, in the opinion of 56% of the
people the root cause of why surrogate advertising exists is that there
are loopholes in the laws that were created to implement a ban on
advertising of liquor & tobacco. Like any other industry the liquor &
tobacco industry also has lots of players which, results in cut throat
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competition. This is the view point that 28% of the respondents share,
as they feel the pressure to advertise in form or the other to compete
in the market, is what has lead the liquor & tobacco giants to take up
surrogate advertising as an alternative to the ban. Another 39% of the
people said surrogate advertising exists because it leads to a better
brand recall & leads to increased sales of the core product.
The above response reveals the large success story of surrogate
advertising. The results mentioned above in addition to the response
to question 4 of the questionnaire out rightly shows that surrogate
advertising results in a better brand recall & increased sales.
Q.7 Do you think Surrogate advertising is good for the core brand
itself?
Advertising Segment-
Surrogate advertising, is it truly beneficial for the core brand itself or
does it erode the essence & the brand image of the core brand? The
feedback that was received from the Advertising segment of the
50
52
51
50
48
49
46
47
48
49
50
51
52
53
Advertising General Overall
Segment
OpenionofRespond
ents(%)
Yes
No
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sample indicated a mixed opinion. While 50% of them felt that the
surrogate advertising is good for the core brand & does benefit it, the
other 50% felt that surrogate advertising has a negative impact on the
core brand.
Others-
Talking of the general segment, 52% of the people are of the view
that surrogate advertising does good to the core brand itself. On the
contrary 48% feels that surrogate advertising does not contribute in a
positive manner to the core brand.
Conclusion-
Taking a look at the comprehensive picture there is very small
difference between the number of people who feel surrogate
advertising contributes positively to the core brand. While 51% of
people are of the view that surrogate advertising is good for the core
brand itself, 49% of those who responded to the questionnaire feel
that the surrogate advertising is not good for the core brand itself.
This reveals that surrogate advertising needs to planned & executed
very carefully as it plays a critical factor in making or breaking of the
brand image & exclusiveness of the brand. There is high risk that if
surrogate advertising is not executed correctly, it might lead to
adverse impact on the brand.
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Q.8 Do you think that surrogate advertising leads to increase in
consumption of liquor & tobacco?
Advertising Segment-
In the opinion of 70% of those belonging to advertising segment,
surrogate advertising leads to increase in the consumption of liquor &
tobacco. 30% of people from the same segment are of the belief that
surrogate advertising dose not lead to any increase in sales of liquor
& tobacco.
Others-
Surrogate advertising dose lead to increase in the sales of liquor &
tobacco, this is the belief of 57.5% of the respondents from the
general segment. However 42.5% of the respondents are of the view
that surrogate advertising dose not contribute to the increase in the
sales of liquor & tobacco.
Conclusion-
In the overall context 80% of the respondents said that liquor &
tobacco sales increased as an outcome of the surrogate advertising.
Whereas another 20% of those who responded to the questionnaire
70
57.5
80
30
42.5
20
0
10
20
30
40
50
60
70
80
90
Advertising General Overall
Segment
OpenionofRespondents(%
)
Yes
No
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were of the view that surrogate advertising dose not result support
the belief that surrogate advertising results in increased consumption
of liquor & tobacco, highlights the success of surrogate advertising in
achieving the key motive, which is increasing the sale of the core
brand being advertised in them.
4.5: Key Findings of the Study
95% of the respondents in the Advertising segment emphasize
that a ban on liquor & tobacco advertising is required. This is a
surprising revelation from the horses mouth.
The success of the government in imposing the ban is evident from
the fact that 65 % of the total respondents have firmly said No, when
asked if the government was successful in imposing the ban on liquor
& tobacco advertising.
As compared 52% of the respondent who consume only liquor, only
4% of the respondents consume tobacco alone. This shows that
there is not truth in the fact that those who drink alcohol & also
consume tobacco. This also supported by the fact that only 20% of
the respondents consume both tobacco & liquor.
The effectiveness of the surrogate adds is eminent from the finding
that 46% of respondents accept that it reminds them of the core
product. Another 38% of respondents feel surrogate advertising
encourages them to consume tobacco & liquor.
As many 57% of the respondents were not aware of both the term
surrogate advertising & the concept. This shows that ignorance is
bliss, though here its bliss for the tobacco & liquor manufacturers.
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BIBLIOGRAPHY
Times of India
Hindu business line
Union health ministry
Information & broadcasting ministry
Saffer, Henry. The control of Tobacco Advertising and
Promotion, Background paper
http://www1.worldbank.org/tobacco/book/html/chapter4.htm
http://www.who.int/features/2003/08/en/
http://scriptorium.lib.duke.edu/eaa/timeline.html
http://www.tobacco.org/resources/history/Tobacco_History21.ht
ml
http://surogate/EH_Net Encyclopedia Advertising Bans,
US.html
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