02-04-2011, 09:17 AM
PRESENTED BY:
AUROSHISH
SUMITA
JASPRIT
SANTOSH
SURUCHI
NIRAJ
ALOKESH
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ADVERTISING & SOCEITY
Advertising’s Role
Advertising
Advertising=Market Power Advertising=Information
It affects consumer’s taste it informs consumers about product
and preferences, changes attributes but doesn’t change the
product attributes,and way they value those attributes
differentiates the products
From competitive offerings
Advertising and Ethics Two Viewpoints
Proponents Critics
Social Aspects of Advertising
Advertising educates consumers
Pro: Advertising informs
Con: Advertising is superficial
Advertising improves living standards
Pro: Ads lower the costs of products
Con: Ads are wasteful and help only some
Advertising Affects
Happiness and Well-Being
Con: Ads create needs.
Pro: Ads address a wide variety of basic human needs.
Con: Ads promote materialism.
Pro: Ads reflect society’s priorities.
Marketing Concept
- “improve positive effects on Society and reduce negative effects…”
- environmental problems
- social responsibility conflicts with profit objective
(raises ?, is mktg concept desirable)
Ethical Aspects of Advertising
One of the big complaints about advertising that people act unethical in order to make a sale.
Key areas of debate regarding ethics and advertising are:
Truth in advertising
Body and self-image
Advertising to children
Advertising controversial products
Ethical Aspects of Advertising
Truth in Advertising
Deception is making false or misleading statements.
Puffery (commercial exaggeration) is legal.
Cannot legislate against emotional appeals
Ethical Aspects of Advertising
Body and self-image
Self-image advertising can contribute to self-improvement
Can also lead to dangerous practices
Advertising mirrors and shapes the standard of attractiveness
Ethical Aspects of Advertising
Children
Some studies have shown…
Children lack experience and knowledge to evaluate advertising critically
They can not differentiate between commercials and programs(fantasy vs realty)
Children are vulnerable to advertising
While other studies argues…
Children must learn through consumers socialization process; need to acquire skills to function in the market place.
Acquired skills have helped teens evaluate ads and recognize persuation techniques.
Ethical Aspects of Advertising
Advertising Controversial Products
Critics question the “targeting” of minorities.
Tobacco, alcohol, gambling and lotteries are product categories of greatest concern.
Sex in advertising
Do You Agree with Leo Burnett
“It must be said that without advertising we would have a far different nation, and one that would be much the poorer-not merely in material commodities, but in the life of the spirit”.
