ethics in advertising

Topics: Ethics, Federal Trade Commission, Advertising Pages: 7 (1418 words) Published: March 17, 2014

ETHICS IN ADVERTISING

RESEARCH QUESTION : WHAT IS ADVERTISING ETHICS AND WHAT IS IT ALL ABOUT.?
ABSTRACT
Advertising is a type of communication between two parties. It covers a range of formats from small newspaper listings to video campaigns. It is often classified within the wider category of marketing, which includes many other activities, such as pricing. The world of advertising has its own Site about the good and the bad, truth and dishonesty. The main focus is on truth and deception in advertising and on the ethical dilemmas of those who produce advertising. This project focuses on the show motives of advertising, just as in the world at large, there are not only clear instances of good and bad behaviors but also a vast grey area that lies between these extremes an area where ethical decisions must be made on a daily basis. A set of Moral values that guide thinking & action in a society at a given point in time. Ethics are dynamic.

An advertisement is considered as unethical when:

1.It gives false information.
2. It degrades the rival’s product or substitutes.
3.It is against the national and public interest.
4. It gives misguiding information.
5. It is obscene or immoral

INTRODUCTION

WHAT IS ADVERTISING.?

Advertising could be defined as "a paid form of nonperson communication about an organization and/or its products that is transmitted to a target audience through a mass medium." Therefore one kind of promotional activity, separate from publicity (free), sales promotion (not forms of communication), and personal selling (not impersonal nor through a mass medium).

Ethically neutral: neither in itself good nor bad.

ETHICAL PRINCIPLES

Morally good advertising therefore is that advertising that seeks to move people to choose and act rationally in morally good ways; morally evil advertising seeks to move people to do evil deeds that are self-destructive and destructive of authentic community

Means and techniques of advertising must also be considered: manipulative, exploitative, corrupt and corrupting methods of persuasion and motivation

TO SPECIFY :

1. RESPECT TRUTHFULNESS (deception objection i.e. use of fake advertising shouldn’t be there)

2. RESPECT THE DIGNITY OF EACH HUMAN PERSON (attacks autonomy objection)

3.RESPECT SOCIAL RESPONSIBILITIES (promotes consumption, empties communication)

SOME TYPES OF ADVERTISING CAN BE

1. BRAND RIVALRY IN ADVERTISING

Brand rivalry is an extra aggressiveness in competition between two brands to reach at number One to capture more market share.

In the most aggressive variants, ETHICS, moral values and even the law can be neglected and it is only to race to reach number one position which drives brands.

To be specific it is the inter brand rivalry to show ones brand more superior be it in ethical or unethical manner.

SOME EXAMPLES:

DAIRY MILK vs. MUNCH
(Date advertisement)

BLACKBERRY vs. APPLE
(SMART PHONE)

COLGATE vs PEPSODENT (CAVITY PROTECTION

2 OBJECTIONABLE ADVERTISEMENTS

Objectionable advertisements are considered to be unethical advertising, they prey upon the baser emotions of its target audience. For instance, it will raise fears for the audience's health if they don't purchase the product, or rely on sexually explicit images to generate interest rather than the virtues of the product itself. Unethical...

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