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ETHICS IN ADVERTISING

PRESENTED BY: SHASHI KANT KUMAR031(A)



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



ROLE OF ADVERTISING IN MODERN BUSINESS

Advertising is primarily a mean through which sellercommunicates with it‟s perspective buyer

what they communicate?

“The worth of their goods and services”

1. Economic function2. Social function3. Psychological function



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



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



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



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 consumer‟s attention

Exaggeration

Puffery

Racial issues

Controversial products(e.g. alcohol,gambling)



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,



ADDAPPEALS:-

1.RationalAppeal

2.EmotionalAppeal

3.MoralAppeal

4.DirectAppeal

5.IndirectAppeal



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



EMOTIONAL APPEAL

An emotional appeal is related to an individual‟s psychological; an social

needs to purchase some types of products



MoralAppeal• Theseappealarethoseappealstotheaudiencewhichappealtotheirse

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



Social appealSocialfactorscausepeopletomakepurchasesandincludesuchaspects asrecognition,respect,etc



Direct Appeal This type of appealarethoseappealsthatclearlycommunicatewiththeconsumersaboutagivenneedfollowedbyamessagewhichextolstheadvertisedbrandwhichsatisfytheneed



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.



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 it‟s based onfacts. Advertising Standards Council of India, has this to sayabout comparative advertising in it‟s Code of Conduct Rin 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 other‟s price cuts in the market, but not a direct comparision , So if the facts areright then one can go ahead with the comparitive ads



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



THANK YOU