Responsibility, Ethics and Advertising
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Transcript of Responsibility, Ethics and Advertising
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Responsibility, Ethics and Advertising
Ethics or Advertising or CommunicationEthics and Advertising and Communication
Prof. Judit PappETHICAL ADVERTISING AND
COMMUNICATION
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COMMUNICATION What is it at all? Types Importance Ethical issues
PrivateBusiness
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RESPONSIBILITY Content – positive?/negative? Individual/Shared (common) Internal/External
Micro/Macro Relationship with media Who has bigger?
For profit orgs.Not for profit orgs.
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Definitions
Ethics The most complex and
most general ruling system of human behaviour.
Expressed in ideas, norms, habits and acts: assessing the contradictional dynamic balance of good and bad.
Recommended but not obligatory/improper, but not forbidden yet.
Advertising Any PAID form of
nonpersonal communication about an organisatuion, product, service, or idea by an identified sponsor
PSA: Public Service Announcement donated by the current media coverage
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FEATURESEthics
Strong correlationship with culture
More flexible and faster than the legal system
Its structure is bottom to top
Market conditions and structures
There should always be a strong feedback concerning unethical commercial behaviour
Advertising
General mutual mistrust (washing powder testimonials)
New types of abuses: contests, sales, premium offers, loyalty programmes
Unethical practices like mail order, telemarketing
INTERNET E-commerce, G-
commerce (non-existing companies, warranty, etc)
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PROBLEMS
Ethics Not all issues can be
regulated A marketing or promotion
action may be legal, but not ethical (Danone Familia, Vodafone)
Advertising/Communication Shocking, offensive PR (be visible, still
ethical) CSR (fashion? Must?
Real aims?) Hotel environm. Prot. guidelines
Children –in advertisements, sick children, etc
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Legal, but not ethical
Audi http://www.youtube.com/
watch?feature=player_detailpage&v=Qf8xsX39HSY
Vodafone http://www.youtube.com/
watch?feature=player_detailpage&v=BgoxrRx-OFE
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Shocking/offensive pictures
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CHILDREN IN ADVERTISEMENTS
http://www.youtube.com/watch?v=lNGy616TQtA&feature=endscreen&NR=1 Aldi
http://www.youtube.com/watch?v=FgG2ryCHjMo Neogranormon
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RESULTS (Ethics)
Current situation is controversial Due to the prolonged recession, the rise
of dissonant processes is predicted Permanent conflicts between the short
term business performance and the moral one
Before any kind of action, the most complex analysis should be done
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CONSEQUENCES (Advertising/Communication)
Do we need them? Do they make us buy things we do not neet at
all? Do they encourage materialism? Is it just the reflection of the society? Do they make us aware of products and
services? Do they help us to make certain purchase
decisions? Do they encourage consumption and foster
economic growth?
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COMMON AIMS(ethics and advertising)
Regulation should: Protect competition
http://www.youtube.com/watch?feature=endscreen&NR=1&v=qQVU-b2pE6w
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COMMON AIMS(ethics and advertising) Regulation should:
Protect consumers from economic or physical harm (medicines)
http://www.youtube.com/watch?NR=1&feature=endscreen&v=crkHJnMxNo4
http://www.youtube.com/watch?v=wtJbGANK9G8
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COMMON AIMS(ethics and advertising) Regulation should:
Control deceptive or unfair content (services)http://
www.youtube.com/watch?v=PRNvhGND7Kc Unethical advertising
http://www.youtube.com/watch?v=I_VBfsGAcG0 Bonux
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COMMON AIMS(ethics and advertising) Regulation should:
Concern how advertising/communication is delivered (visual effects)
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COMMON AIMS(ethics and advertising) Regulation should:
Protect susceptible groups and fight against stereotypes (gender, ethnical minorities, women- role in the society, sex objects, elderly people, etc)
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Reasons for success/failure
For profit communication STP model Consumer insights Marketing research IMC solutions Product placement Endorsement Animals, children,
sexuality
Not for profit communication Topics Common values Channels Reliability, reputation,
endorsement Visibility Ethical approach Legal issues Fight for the 1%
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Most common not for profit topics Family abuse Anti-smoking Responsible drinking Drug addiction Animals Environment protection Women as sexual objects Ethnical minorities Healthcare Wars Homeless Refugees 1% tax foundations
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Family abuse
http://www.youtube.com/watch?NR=1&v=7d4gmdl3zNQ&feature=endscreen
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Family abusehttp://videa.hu/videok/emberek-vlogok/csaladon-beluli-eroszak-csalad-gyerek-6IQXVji1WRowYMgH
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ANTI SMOKING Campaigns
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STAND UP EVERYBODY!!!!
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Responsible drinking
http://www.watchmojo.com/index.php?id=6310
http://www.emercedesbenz.com/autos/mercedes-benz/c-class/jenson-button-and-mika-hakkinen-in-new-johnnie-walker-commercial-video
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Responsible drinking
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Drug addiction
http://www.youtube.com/watch?feature=endscreen&v=V75yvaYGyTA&NR=1
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Animals
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Environment protection
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Environment protectionhttp://www.youtube.com/watch?feature=endscreen&v=QD2WTK94c1U&NR=1
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Women as sexual objects
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Ethnical minoritieshttp://
rt.com/news/hungary-roma-crime-poverty
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Healthcarehttp://
www.youtube.com/watch?v=909QO9kpbKM
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Wars
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Homelesshttp://
www.dailymotion.com/video/xnbtlc_homeless-in-hungary-face-jail-for-sleeping-rough_news
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Refugees/immigrantshttp://
www.youtube.com/watch?v=ZT-kcDph2HQ
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1% foundations
http://www.youtube.com/watch?v=22KeDCeXP78
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Think responsibly!Think it twice!
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