Advertising appeals & Ethical issuesINTRODUCTION TO MEDIA STUDIES
Group members• Anum afzal• Basit raza• Fateh haider• Frasat iqbal • Ajlal haider• Atyab tahir
Contents • Advertising appeal• Types of advertising appeal• Ethical issues• Role of ethics in advertisement• Types of ethical issues• Conclusion
Advertising appeal• Advertising appeal can be defined as a marketing
technique that is aimed at influencing the way consumers view themselves and how buying certain products can prove to be beneficial for them. There are quite a number of advertising appeals that include emotional appear, humor appeal sex appeal music appeal rational appeal brand appeal snob appeal romance appeal and youth appeal.
Types of advertising appeal• Emotional appeal• Music appeal• Scarcity appeal• Rational appeal• Masculine feminine appeal
Continued …• Brand appeal• Snob appeal• Adventure appeal• Less than perfect appeal• Youth appeal• Endorsement • Play on words
Advertising • Advertising is a form of communication that attends to
persuade potential customers to purchase or to consume more of a particular brand of a product or service.• Every major medium is used to deliver these message
including television, radio, cinema, magazine, newspaper, video games and the internet.
Comparative advertising• Comparative advertising is advertising where one party
advertise its good or services by comapring them with the goods or service of other parties.• Other party is usually his competitor or the market
leader of that good or service.
Examples • OLYMPUS vs Sony. The banner suggests that the sony
camera are bad while olympus are the one they should buy.
Social advertisement• It is a process of influencing human behaviour on a large
scale using marketing, principles for the purpose of social benefits rather than for commercial profits.• Social advertisement sell a behavior change to a
targeted group of individuals.• Example includes the government compaign of polio
drops.
Types of ethical issues
Puffery • Advertising or other sales representation which admire
the items to be sold with opinions or exagerration, vaguely and generally, stating no specific facts.• Using claims or description to exaggerate for a product
reputation or appeal.1. New2. Unique3. Extra- strength4. Super-strength
Deception in advertising• Promotional technique( such as attraction and switch
pricing) designed to influence buyer with false or misleading claims.• Many countries around the world use regulations to
control for deceptive or misleading advertising.
Example• Companies may advertise sale at 50% of. However, the
company first make the product way up then mark it down to 50% so that they still make a profit.
Stereotyping • Stereotyping means over simplified idea of a typical
characteristic of a person or a thing.• Stereotyping is presenting a group of a people in
unvarying pattern that lacks individuality.1. Gender discrimination2. Color discrimination3. Age discrimination4. Religious discrimination
Examples • Chocolate companies mostly targeting the children and
young people ignoring the fact that old people might like chocolate too.• In advertising to criticise the gender and try to show
that males are more powerful or women are more intelligent personalities..
Advertising to children• Advertising to children is the act of marketing or
advertising product or service to children, as defined by national legislation and advertising standards.• Rules on advertising to children have largely evolve in
recent years.
Means of advertising children• Traditional media ( tv, radio and print media)• New medium ( internet and other electronic media )• Packaging, in store advertising event sponsorship and
promotion can also be mean to advertise the children.
Conclusion