ETHICAL ISSUES IN ADVERTISING

ETHICAL ISSUES IN ADVERTISING

When Ads are not Ethical?When it try degraded rival's product..When it gives false or misleading information about the productWhen it fails to give relevant information.When it is immoral.

VARIETY OF ETHICAL ISSUESMISLEADING CLAIMSREINFORCING STEREOTYPESUSE OF SEX APPEALHIDING OF REVEVANT FACTSMANIPULATIVE ADSSURROGATE ADSPUFFERY

MISLEADING CLAIMSIn this ads, company claim false regarding the quality, style, history of a product or service etc. Many steps taken by ASCI (advertising standard council of India) to stop misleading ads.Many companies force to withdrawn their ads because of misleading claims.

EXAMPLES OF MISLEADING CLAIMS

REINFORCING STEREOTYPESA Stereotypes is a representation of a group that emphasis a trait or group of traits that may or may not communicate an accurate representation of the group.Sometimes, stereotypes are helpful and helps in communication by using easily understood symbolic meanings, but sometimes stereotypes are negative or exaggerated.

EXAMPLES OF REINFORCING STEREOTYPES

Dekhne me to pyaari ha, Yeh khushiyaan thodi Bhaari Hai Why boys should have all All the fun

USE OF SEX APPEALWomen's are portrayed as sex objects seems to increasingly popular trend in the adsRepresenting women's in such way devalues womens image and encourage sexual harassment.Main objective of companies is to tempt/attract the mind of the viewers esp. target to youth.

EXAMPLES OF SEX APPEALS

CONCEALMENT OF FACTSMost of the advertisers conceal important information that is unflattering, i.e. they present only brighter side of the story.They ignore to mention those facts which would make their products less desirable.Concealment of facts results a severe ethical concern because when consumers are deprived of comprehensive knowledge about the product, their choices will be distort.

EXAMPLES OF CONCEALMENT OF FACTS

MANIPULATIVE ADSIn these ads, demand is created through EMOTIONS of peoplesUse different kinds of emotions to make their product sell

EXAMPLES OF MANIPULATIVE ADS

SURROGATE ADSSurrogate advertising is prominently seen in cases where advertising a particular product is banned by law. Advertisement for products like cigarettes or alcohol which are injurious to heath are prohibited by law in several countries and hence these companies have to come up with several other products that might have the same brand name and indirectly remind people of the cigarettes or beer bottles of the same brand.

EXAMPLES OF SURROGATE ADS

PUFFERYPuffery as a legal term refers to promotional statements and claims that express subjective rather than objective views, such that no reasonable person would take literally. A company may deliver an entertaining message about its product, compare the product to a similar item, list facts about the product, or make vague claims about the product which cannot be proved or disproved.

EXAMPLES OF PUFFERY

Nothing outlast an How polar bear can Eveready battery drink coca-cola?

WEASEL CLAIMWeasel word is a modifier that practically neglects the claim that follows.These words look substantial but degenerate into meaningless verb after analysis.Commonly used weasel words are- helps, like, virtual or virtually, acts or works, tackles, fights looks like etc.

EXAMPLES OF WEASEL CLAIM

LISTERINE FIGHTS BAD BREATH

ADVERTISEMENT DIRECTED AT KIDSUse of children's in advertisement always Arguable. Advertisers use children's not only to promote products esp. for children's but also use in those ads where they are not required.Kids are considered as strong influence over the decisions made by parents.Not only this, children's are considered as most susceptible target audience as they are not able to differentiate between fantasies and realities.

EXAMPLES OF ADS DIRECTED AT KIDS

Ad of FORTUNE RICE-BRAN OIL

Ad of Mcdonalds Happy Meal