A PROJECT REPORT

ON

SUBMITTED BY :

NEW DELHI

THE

MATTER

CONTAINED AND

IN

THE BASED

PROJECT ON

IS THE

AUTHENTICATED

PURELY

UNDERSTANDING OF THE SUBJECT MATTER OF THE PROJECT AND COPIED FROM THE ANY PUBLISHED SOURCE OR MEDIA OR WEBSITE.

A lot of effort has gone into this project and my thanks are due to many people with whom I have been closely associated. First of all, I gratefully acknowledge the continuous assistance and inspiration given to me by College Faculty. Finally, I would like to thank my family for providing me monetary and non monetary support, as and when required, without which this project would not have completed on time.

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ADVERTISING : INTRODUCTION ADVERTISING : ITS PURPOSE AND FUNCTIONS

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SOME ETHICAL AND MORAL PRINCIPLES OF ADVERTISING 14 TYPES OF ADVERTISING EXAMPLE 21 24

ADVERTISING

What is Advertising Advertising can be very simple a local, even neighbourhood, phenomenon or it can be very complex, involving

sophisticated research and multimedia campaigns that span the globe. It differs according to its intended audience, so that, for example, advertising aimed at children raises some technical and moral issues significantly different from those raised by advertising aimed at competent adults. "Advertising gives people the right to choose". Advertising also has an indirect but powerful impact on society through its influence on media. Many publications and

broadcasting operations depend on advertising revenue for survival. This often is true of religious media as well as commercial media. For their part, advertisers naturally seek to reach audiences; and the media, striving to deliver audiences to advertisers, must shape their content so to attract

audiences of the size and demographic composition sought.

This economic dependency of media and the power it confers upon advertisers carries with it serious responsibilities for both. Not only are many different media and techniques employed in advertising; advertising itself is of several different kinds: commercial advertising for products and services; public service advertising on behalf of various institutions, programs, and causes; and a phenomenon of growing importance today political advertising in the interests of parties and candidates. Making allowance for the differences among the different kinds and methods of advertising, we intend what follows to be applicable to them all. We disagree with the assertion that advertising simply mirrors the attitudes and values of the surrounding culture. No doubt advertising, like the media of social communications in general, does act as a mirror. But, also like media in general , it is a mirror that helps shape the reality it reflects, and sometimes it presents a distorted image of reality. Advertisers are selective about the values and attitudes to be fostered and encouraged, promoting some while ignoring others. This selectivity gives the notion that advertising does no more than reflect the surrounding culture. For example, the
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absence from advertising of certain racial and ethnic groups in some multi-racial or multi-ethnic societies can help to create problems of image and identity, especially among those neglected, and the almost inevitable impression in commercial advertising happiness frustrating. that and an abundance can of be possessions both leads to and

fulfilment

misleading

ADVERTISING- ITS PURPOSE AND FUNCTION Advertising is a measure of the growth of civilisation and an indication of the striving of the human race for betterment and perfection, The drive for survival and satisfaction and the limits of human endeavour have been succinctly summed up by Maslow in his holistic-dynamic theory which brings together several schools of thought on the subject. Maslows theory

also has the advantage of experimental validity. There are five better- known stages in Maslows hierarchy of needs, viz. physiological safety, belonging and love, esteem and selfactualisation. There are two further goals to achieve, namely knowledge and beauty. The aspiration for knowledge arises
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from

the

need

to

know more

and

to

develop

greater

understanding. The longing for beauty represents the ultimate in aesthetic satisfaction. Maslows hierarchy of needs may be analytically viewed as a two-dimensional paradigm. The satisfaction of physiological or safety needs, at the lower rung of the hierarchy, may not be entirely devoid of the manifestation of belonging and love. For instance, a dish specially prepared for an occasion, such as an anniversary celebration serves the dual purpose of a meal as well as a form of expression of closeness for the person concerned. Advertising has both forward and backward linkages in the process of satisfaction across the entire spectrum of needs. The explicit function of advertising is to make the potential audience aware of the existence of the product, service or idea which would help them fulfil their felt needs and spell out the deferential benefits in a competitive situation. On advertising also lies the onus, at least marginally, of motivating prospects to strive for creation of resources for fulfilling the new knees, or alternatively, to aid reallocation of available resources.
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Advertising is not merely directed at selling, or for that matter, at achieving the objective of gaining acceptance for a worgh while idea or programme. It may also be an instrument for developing basic motivations for creating resources for buying goods and services or generating favourable conditions for the acceptance of an idea. Dwelling for a while on the motivational construction, the advertiser and the support systems, namely advertising

agencies and media, have only a very limited role. Social scientists gave advertising a form and a focus, using the base of psychology against the background of socio-economic norms. Marketing men, quick on the uptake, assimilated the advertising concept swiftly and adopted it as a part of the marketing mix. Perhaps advertising came first and marketing followed. Surely there can be no marketing transaction without meaningful communication? That is what advertising is all about, from the fig leaf to furs and beyond. Needs escalate and consumer perceptions of products and services also change, Buyers attitudes towards products may be determined not merely by products as manufactured in factories, also by what
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is added in the form of packaging, services, advertising, customer advice, financing delivery arrangements, were-

housing and other things that people value. Advertising communicates the present and commits the future. One of the earliest attempts at formulating a definition of advertising sums it as The dissemination of information concerning an idea, service or product to compel action in accordance with the intent of the advertiser. The above definition could include direct personal

communication with persuasive selling appeal and it was considered necessary to exclude this overlap. The Definitions Committee of the American Marketing Association, there-fore defined advertising as any paid form of non-personal

presentation of idea, goods or service by an identified sponsor. It was considered necessary to make a distinction between

advertising and publicity Feature, articles and write-ups on products and processes and companies and organisations initiated by the media have become popular owing to the
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continued expansion of media and increasing journalistic interest in business and industrial activity. These also serve the purpose of disseminating information about a company and its products/services and may present them in a favourable light. This amounts to unpaid publicity over which the concerned company or organisation would have no explicit control and should be excluded from advertising. Persuasion and meaningful communication directed at a

specific target audience, in the form of advertising through mass media, including outdoor advertising may be effectively supplemented by offering incentives to the trade and

prospective buyers. Such incentives are classified as salespromotion aids and are included in advertising and sales promotion or just promotion which is intended to cover all forms of advertising and sales promotion. Sales-promotion programmes for trade may provide direct financial incentives for distribution channels for special occasions or for new product introductions. There may be display contests. apart from regular product displays which have become an essential promotional feature of shops and department stores, especially
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in industrial nations. Items such as dealers name-boards, which carry a companys brand name and other advertising messages, displayed at the point of purchase (POP), carry definite advertising value. Promotions directed at prospective buyers may take various forms. There may be contests to interest prospects in buying the products which, in turn, will entitle them to take part in contests where attractive prizes are offered. Special incentives may be attached to introductory offers of products. Advantage may be taken of established brand loyalty of a product for introducing or enhancing sales of another product. Certain concessions on purchase of the advertised product are offered in one form or another. Such approaches and methods constitute sales promotion directed at consumers. Advertising is purposeful communication designed with a view to achieving specific objectives. It must reach the target audience identified for such communication. The resource allocation for advertising, as for other marketing inputs, is expected to have the effect of value imputation which may be measured in a variety of ways in order to estimate the cost12

benefit ratio or pay off. The measurement of payoff or return on advertising is quite complicated, owing to problems in identifying measurable parameters and taking into account the influence of a large number of environmental factors which contribute in varying degrees to the total impact of advertising. Advertising can be seen to operate at various levels and has a specific purpose to serve at each of these interfaces. We may describe it as the advertising spectrum where the intended recipients of the message in a typical situation may be the following. a. customers services, b. a specified audience foe certain ideas or information, as in the case of non-commercial advertising, and c. a wide cross-section of audience for institutional and prospects for commercial goods or

advertising aimed at creating good will or amplifying certain issues, including political.

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Some Ethical and Moral Principles of advertising

The Second Vatican Council declared that "If the media are to be correctly employed, it is essential that all who use them know the principles of the moral order and apply them faithfully in this domain. The moral order to which this refers is the order of the law of human nature, binding upon all because it is "written on their hearts" and embodies the imperatives of authentic human fulfilment.

In this context, the media of social communications have two options, and only two. Either they help human persons to grow in their understanding and practice of what is true and good, or they are destructive forces in conflict with human well being. That is entirely true of advertising.

Against this background, then, we point to this fundamental principle for people engaged in advertising: advertisers - that is, those who commission, prepare or disseminate advertising -- are morally responsible for what they seek to move people to do; and this is a responsibility also shared by publishers, broadcasting executives, and others in the communications
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world, as well as by those who give commercial or political endorsements, to the extent that they are involved in the advertising process.

If an instance of advertising seeks to move people to choose and act rationally in morally good ways that are of true benefit to themselves and others, persons involved in it do what is morally good; if it seeks to move people to do evil deeds that are self-destructive and destructive of authentic community, they do evil.

This applies also to the means and the techniques of advertising: it is morally wrong to use manipulative,

exploitative, corrupt and corrupting methods of persuasion and motivation. In this regard, we note special problems associated with so-called indirect advertising that attempts to move people to act in certain ways -- for example, purchase particular products -- without their being fully aware that they are being swayed. The techniques involved here include showing certain products or forms of behaviour in superficially glamorous settings associated with superficially glamorous
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people; in extreme cases, it may even involve the use of subliminal messages.

Within this very general framework, we can identify several moral principles that are particularly relevant to advertising. We shall speak briefly of three: truthfulness, the dignity of the human person, and social responsibility.

a) Truthfulness in Advertising Even today, some advertising is simply and deliberately untrue. Generally speaking, though, the problem of truth in advertising is somewhat more subtle, it is not that advertising says what is overtly false, but that it can distort the truth by implying things that are not so or withholding relevant facts. To be sure, advertising, like other forms of expression, has its own conventions and forms of stylisation, and these must be taken into account when discussing truthfulness. People take for granted some rhetorical and symbolic exaggeration in advertising; within the limits of accepted practice this can be allowable.

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But it is a fundamental principle that advertising may not and should not deliberately seek to deceive, whether it does that by what it says, by what it implies, or by what it fails to say. "The proper exercise of the right to information demands that the content of what is communicated be true and, within the limits set by justice and charity, complete. Included here is the obligation to avoid any manipulation of the true facts for any reason .

b) The Dignity of the Human Person There is an "imperative requirement" that advertising should respect the human person, his rightful duty responsible choice, his interior freedom. These abuses are not merely hypothetical possibilities but realities in much advertising today. Advertising can and does violate the dignity of the human person both through its content -- what is advertised, the manner in which it is advertised -- and through the impact it seeks to make upon its audience. We already talk of such things as appeals to lust, vanity, envy and greed, and of techniques that manipulate and exploit human subconscious.
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to make a

In

such

circumstances,

advertisements readily become "vehicles of a deformed outlook on life.

This problem is especially acute where particularly vulnerable groups or classes of persons are concerned such as children and young people, the elderly, the poor, the culturally disadvantaged.

Much advertising directed at children apparently tries to exploit their credulity and suggestibility, in the hope that they will put pressure on their parents to buy products of no real benefit to them. Advertising like this offends against the dignity and rights of both children and parents , it intrudes upon the parent-child relationship and seeks to manipulate for its own profit and materialistic ends. Also , some of the comparatively little advertising directed specifically to the elderly or culturally disadvantaged seems designed to play upon their fears so as to persuade them to allocate some of their limited resources to goods or services of dubious value.

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c) Advertising & Social Responsibility

Social responsibility is such a broad concept that we can note here only a few of the many issues and concerns relevant under this heading to the question of advertising.

The ecological issue is one. Advertising that fosters a lavish life style which wastes resources and despoils the environment offends against important ecological concerns. In his desire to have and to enjoy rather than to be and grow, man consumes the resources of the earth and his own life in an excessive and disordered way. He thinks that he can make full use of the earth, subjecting it without restraining himself.

As this suggests, something more fundamental is at issue here: authentic and integral human development. Advertising reduces human progress to acquiring material goods and cultivating a lavish life style expresses a false, destructive vision of the human person harmful to individuals and society alike making him greedy and selfish.

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Advertisers, like people engaged in other forms of social communication, have a serious duty to express and foster an authentic vision of human development in its material, cultural and spiritual dimensions. Communication that meets this standard solidarity. is, among other things, a true expression of

The people who guarantee ethically correct behaviour by the advertising industry are the well formed and responsible consciences of advertising professionals themselves:

consciences sensitive to their duty not merely to serve the interests of those who commission and finance their work but also to respect and uphold the rights and interests of their audiences and to serve the common good.

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TYPES OF ADVERTISING

Different authors have classified advertising differently. A feel classifications are given below : (A) According to Harry L. Hansen, the advertising has

been classified on the basis of the following (i) Person - On the basis of person to whom the advertising is directed may be classified as advertiser relating to

consumers, retail dealers. wholesalers or manufacturing concerns. (ii) Product - On the basis of product, advertising may be

consumer. goods advertising or industrial goods advertising. (iii) Media-On the basis of media, advertising may be

newspaper, radio, television, mural or mail advertising. (iv) Business Institutions - On this basis. advertising may be manufacturers, wholesalers and retailers etc. i.e. by whom it is made. (v) Advertising Appeal - Advertising may be rational or

emotional on the basis of advertising appeal.

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(vi) Objectives-Advertising may be classified differently on the basis of advertising such as, to induce the consumers or users to buy the product or to create the image of the product or the institution advertising the product. (B) The advertising has been classified by Ciindiff and Still in

the following nine categories : (i) Geographical Area-On the basis of geographical area covered, advertising may be-(a) National, (b) Regional and (c) Local. (ii) Prospects (audience)-According to prospects (audience) intended to be covered, advertising may be-(a) Consumer, (b) Industrial and (c) Trade advertising. (iii) Message Advertised-Advertising may be-(a) Product

and (b) Institutional advertising on the basis of message to be advertised. (iv) Result Intended-On the basis, advertising may be (a) Quick action advertising, and (b) Delayed action advertising. (v) Sponsorship-On the basis of person who sponsors

advertising, it may be classified as (a) Manufacturers, (b) Middlemen and Retailers, (c) co-operative advertising.
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(vi) Type of Demand-Advertising may he (a) Primary or (b) selective on the basis of type of demand of the product. (vii) Targetted Audience-According to targeted audience defined, advertising may be (a) Mass advertising or (b) class advertising. (viii) Stage of Life Cycle-According to the stage of life cycle of the product advertised, advertising may be classified as : (a) Pioneering (for new product), (b) Competitive (for

growth and maturity stages), (c) Retentive (for maturity and declining stage).

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Examples Let us now take some advertisement examples in the Indian context.

The "Wrangler" jeans Ad In this advertising television spot, a gorgeous blonde takes her jeans off to extinguish a fire in a haystack as three men stand drooling. Sushma Swaraj ( Minister for Information &

Broadcasting) is outraged by these ads

has been debating

about these issues. She says that if jeans are taken off for fire fighting which is a good cause, it is acceptable , but if it taken off to set the men on fire, it should be condemned.

The other ads on the hit list is :

The "Close - Up" toothpaste ad, where a smartly alluring jailor girl has a frenzied kissing session with a prisoner who is on his way to the gallows as his last wish. They indulge in some close up kissing.

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Other new ads are the LML bike where the symmetry of a bike is compared to a womans, and how the male biker loves riding it.

Even the French fashion Television channel (FTV) is in the eye of the storm and has been asked to tone down its shows for the conservative Indian audience. Swaraj claims that most

Indian shows are being and have been diverted to watching slinky models in scanty clothing parade on the cat walk and sex and incest on television. This maybe true to a certain extent, but the general view amongst the masses is that Swaraj is obsessed with holy television and is portraying herself as a moralistic vigilante .

But what of the case of serials and soap operas called " Kabhi Saas Bhi BahuThi". There are a dozen serials like this one which portrays a life long arch rivalry between daughters and their mothers -in law. These are the kind of serials which should be scrapped as they show rivalry between the two and the son/ husband been torn between the two. This shows how

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backward and degenerate our primitive society is and goes to show that a break from this traditional mould is impossible.

The following are instances of advertisements being aired or released globally-

Finally, I should think that we as a society do not need ministries like the Information & Broadcasting to make

decisions as to what is appropriate for us to watch and what isnt. We as individuals must act responsible and must ensure that our children are our first priority and proper screening should be provided. The sexuality, violence and explicit language that appears in motion pictures isnt attacked as much as advertisements, even though the content of all the above is quite moderate as compared to movies. The other question we must ask ourselves is how much can we protect ourselves with the so called nonsense in ads. What about the violence and the filth in reality...... can you shield yourself and your loved ones from it.... and for how long ???

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