Social and ethical aspects of advertisement s

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I N T R O D U T I O N
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Ethics in advertisement
Ethics: Moral principles and values that govern the actions of and individual or group.

A AMarketing Marketing or or Promotion PromotionAction Action Not All Issues Can Not All Issues Can Marketers Must Make the A ro r Not A All Marketing Issues Can or Be Promotion Regulated Action May May Legal Be Legal but but NotRegarding Considered Ethical May Be Be Legal but Decisions Be Be Regulated Regulated Not Not Considered Considered Ethical Ethical

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 An advertisement is considered as unethical when:

It gives false information. It degrades the rivals product or substitutes. It is against the national and public interest. It gives misguiding information. It is obscene or immoral.

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Unethical advertisement can take any of the follo in% form

Use of sex, especially the use of omen as a sex o!"ects #lcohol $to!acco advertisement Untruthful claims Use of testimonials or endorsements Exa%%erated claims Unverified claims that is am!i%uous
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Use of sex, especially the use of omen as a sex o!"ects

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&hat is your opinion of this ad'

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#lcohol $to!acco advertisement

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Exa%%erated claims

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U se o f te sti m oni al s or e n d o rse m e n ts

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U n ve ri fi e d cl ai m s th a t i s am bi guous

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(orliks !anned ad

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Many People Found Benettons !eath "ow# Ad $ampaign %ffensive

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#dvertisements and childern

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#dvertisements and childern

$hildren between ages &'(( watch on average &(.) hours of *+ per wee, and may see &&-... commercials per year. *elevision is an important source of information for children about products. In a study by boddewyn for the international advertising association -it was noted that decency and se/ism appeared to be issues causing less concern in future issues than advertising to children.

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Advertising 0tandards $ouncil of India 1A0$I2

Advertising 0tandards $ouncil of India is a self regulatory voluntary organi3ation of the advertising industry. *he main role is to deal with $omplaints received from consumers and industry Against Ads' false- misleading- indecent- illegal $ode for self regulation in advertising. A0$I-(45) is a commitment to honest advertising and to fair competition in the mar,et place.

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A0$I has one overarching goal: To maintain and enhance the public's confidence in advertising. A0$I see,s to ensure that advertisements conform to its $ode for 0elf'"egulation which re6uires advertisements to be *ruthful and fair to consumers and competitors. 7ithin the bounds of generally accepted standards of public decency and propriety. 8ot used indiscriminately for the promotion of products- ha3ardous or harmful to society or to individuals. .particularly minors- to a degree unacceptable to society at large.

#S)I*S MISSI+N

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+!"ectives of #S)I
*o monitor -administer and promote standards of advertising practices in India *o codify- adopt and modify the code of advertising practices in India and implement- administer and promote and publici3e such a code. *o give wide publicity to the $ode and see, adherence to it of as many as possible of those engaged in advertising. *o print and publish pamphlets- leaflets- circulars or other literature or material- that may be considered desirable for the promotion of or carrying out of the ob9ects of the $ompany.

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peter stephen (MSN kollam chavara)

REFERENCES
An Indian perspective advertising management# P: Agarwal Advertising management# Manendra Mohan www.youtube.com www.adoholi,.com

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T H A N U
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