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    ETHICS IN ADVERTISING

    PRESENTED BY: SHASHI KANT KUMAR031(A)

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    There is no doubt that advertising attracts all of us innumber of ways, but

    There are also number of controversies associated with

    advertisingGenerally, these controversies are concerned about theimpact of advertising on economy, society and ethics

    Introduction

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    ROLE OF ADVERTISING IN MODERN BUSINESS

    Advertising is primarily a mean through which sellercommunicates with its perspective buyer

    what they communicate?

    The worth of their goods and services

    1. Economic function2. Social function3. Psychological function

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    Economic Function

    Advertising communicates the message in persuasivelanguage

    It creates wide markets as the information is delievered

    to people far and wide

    Advertising is also an economic process- it helps theproduct to become known and it facilitates exchangebetween those who need the product and those who cansatisfy the need

    Provides employment opportunities (in advertisingindustry

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    Social function

    Advertising affects the core cultural values and subsidary cultural

    value

    Advertising is amirror to the society in which it operates itreflects the csultural values of that society

    Advertising can also transfer some cultural values of sone society

    to other

    Psychological function

    Advertising is closely linked to consumer behavior,

    Advertising appeals to or physiological and psychologicalmotives

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    Advertising and society

    Advertisements are not just the seller

    They reflect the society

    Whatever s used in socity is reflected by advertising

    e.g.India society is faimily orientedFor the sake of our faimily and other we Indian canpostpone our gratification

    We are also fun loving

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    Ethical issues in advertising

    Advertising is a highly visible business activity and any lapsein ethical standard can often be risky for the company

    Some of the common examples of ethical issues in advertising is givenbelow

    Vulgarity/obscenity used to gain consumers attention

    Exaggeration

    Puffery

    Racial issues

    Controversial products(e.g. alcohol,gambling)

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    Advertisers try to persuade people to buy aproduct or service through various methods. Acompany may deliver an entertaining messageabout its product, compare the product to a

    similar item, list facts about the product, ormake vague claims about the product whichcannot be proved or disproved. This lastmethod is known as "puffery"

    by using a particular deodorant

    one can attract the opposite sex,

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    ADDAPPEALS:-

    1.RationalAppeal

    2.EmotionalAppeal

    3.MoralAppeal

    4.DirectAppeal

    5.IndirectAppeal

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    RationalAppeal:-Thefunctional benefits of a product is highlighted.Industrial buyers are most responsive to rational appeal. This isgenerally product oriented appeal.Types:- High quality appeals

    Low priceappealsLong life appealsPerformance minted appealsEasetouse oriented appeals

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    EMOTIONAL APPEAL

    An emotional appeal is related to an individuals psychological; an social

    needs to purchase some types of products

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    MoralAppealTheseappealarethoseappealstotheaudiencewhichappealtotheirse

    nceofrightandwrong.Thisappealmainlyfocusedonprohibition,adultliteracy,socialforestry,anti smuggling consumer protection

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    Social appealSocialfactorscausepeopletomakepurchasesandincludesuchaspects asrecognition,respect,etc

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    Direct Appeal This type ofappealarethoseappealsthatclearlycommunicatewiththeconsumersaboutagivenneedfollowedbyamessagewhichextolstheadvertisedbrandwhichsatisfytheneed

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    RESEARCH METHODOLOGY

    Case study on Rin/TideOne woman's basket has a packet of Rin detergent powder, while the other

    has a packet of Tide Naturals.

    The Tide lady boasts confidently about Tide's khushboo aur safedi bhi(fragrance combined with whiteness)the theme on which the Tide Naturals campaign was based. The Rin lady

    does not show any reaction but has a beam on

    her face. Thereafter, the school bus stops and drops off the two children.

    The child of the woman carrying Tide is wearing a visibly dull shirt, whilebehind him a boy comes out wearing a spotless white shirt, who runs acrossthe shocked Tide lady towards the mother carrying the Rin packet.

    Making the advertisement more aggressive, the boy asks his mother, "Auntychaunk kyun gayi?" ("chaunk" or startle has been used in P&G's earlier punchline) as the ad concludes with a voice-over that Rin is 'behtar' than Tide,when it comes to whiteness and at a chaukanewala price of Rs25.

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    FINDINGS

    I was a bit shocked to see the new directly. And this has broughtthe debate on comparative advertising back in focus. In myview, comparative advertising is permissible if its based onfacts. Advertising Standards Council of India, has this to sayabout comparative advertising in its Code of ConductRin v/s Tide Ad where Rin showcases one of its competitor Tide

    naturals.Though this is a direct Ad which makes the other brand lookinferior to Rin in this case, but then if one has factsbased on studies and experiments conducted and the results aretrue then one can do the comparitive advertising, butshowing it directly the product in ad is not in the right spirit

    according to me. Though there were skirmishes betweenthe two companies were always restricted to disguisedcomparative advertising or matching each others price cuts inthe market, but not a direct comparision , So if the facts areright then one can go ahead with the comparitive ads

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    CONCLUSION

    In the Rin ad, the claim is limited to a whiter wash- Tide se kahinbehatar safedi de Rin (Rin gives betterwhiteness than Tide), without getting into specific, this is afeature-to-feature comparison. Also in recent times wecan remember the Complan v/s Horlicks ad. So what do you think

    people, Should comparitive advertisement bedone?

    TheMostimportantstepliesindecidingwhatyouradvertisingshouldsayandt

    owhomitshouldsayit.Allyouneedtodoistodecidewhobuysandusesyourproductandwhy.Inordertospendyourmediadollarswisely,youmustknowwhattheyreadorwatchsothattheywillseeyourads

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    THANK YOU