Beruflich Dokumente
Kultur Dokumente
Submitted by:
SHUVA BRATA BASAK
Roll No: 15650061044
Registration No: 156205041004
Acknowledgement
1
Advertisement Ethics by Shuva Brata Basak 200
9
2
Advertisement Ethics by Shuva Brata Basak 200
9
CONTENTS
Sl No Description Page No
1. Acknowledgement 2
12. Conclusion 49
13. Bibliography 50
What is ethics?
4
Advertisement Ethics by Shuva Brata Basak 200
9
5
Advertisement Ethics by Shuva Brata Basak 200
9
6
Advertisement Ethics by Shuva Brata Basak 200
9
7
Advertisement Ethics by Shuva Brata Basak 200
9
Take the print ad for Dolce & Gabbana that appeared in Esquire
magazine: “A woman, fully clothed in a tight dress and spiked
heels, lies on her back, hips raised as a bare-chested man holds
her down and four other men look on. The menace in the situation
is underscored by the fact the woman is blankly unsmiling and
some of the men appear to have slight sneers on their faces.”
Brandweek, February 20, 2007. Women and women’s organizations
quickly took offense. The National Organization for Woman
charged that the ad depicted “Stylized gang rape.”
8
Advertisement Ethics by Shuva Brata Basak 200
9
This ad ran afoul of what I would call “taste and decency,” a most
difficult area of advertising ethics. I want to make it clear that I
do not believe in politically correct speech, and I would be the
first to combat any attempt by government to regulate in this
area. But we must be very sensitive to the ethical concerns of our
consumers.
9
Advertisement Ethics by Shuva Brata Basak 200
9
10
Advertisement Ethics by Shuva Brata Basak 200
9
11
Advertisement Ethics by Shuva Brata Basak 200
9
12
Advertisement Ethics by Shuva Brata Basak 200
9
13
Advertisement Ethics by Shuva Brata Basak 200
9
14
Advertisement Ethics by Shuva Brata Basak 200
9
15
Advertisement Ethics by Shuva Brata Basak 200
9
16
Advertisement Ethics by Shuva Brata Basak 200
9
17
Advertisement Ethics by Shuva Brata Basak 200
9
Ethics of Advertising
Advertising has been universally praised and condemned. It has
been cheered by those who view it as emblematic of the American
Dream - the notion that anyone with money and moxie can
promote a product to masses of consumers, along with the
promise, cherished by immigrants that an escape from brutal
poverty can be found through purchase of products and services
not available in more oppressive economies. Advertising has been
roundly condemned by those who despise its attack on our senses,
its appropriation of language for use in a misty world located
somewhere between truth and falsehood, and its relentless,
shameless exploitation of cultural icons and values to sell goods
and services.
It is a lot easier to document advertising effects than to arrive
at universally accepted conclusions about its ethics. Long before
the arrival of Old Joe Camel and the Budweiser frogs, critics
debated the ethics of advertising. Adopting a deontological
approach, critics have argued that the test of ethical
communication is whether it treats people as an end, not a means
or, more practically, whether the communicators' motives are
honorable or decent. Viewed in this way, advertising can fall
drastically short of an ethical ideal. Advertisers develop ads that
make promises they know products can't deliver. Cigarettes don't
offer hedonistic pleasure; cars don't make you rich or famous;
18
Advertisement Ethics by Shuva Brata Basak 200
9
19
Advertisement Ethics by Shuva Brata Basak 200
9
lies. Little lie: This beer tastes great. Big lie: This beer makes you
great.
In the final analysis, advertising will remain an ethically
problematic, but necessary, part of capitalist society. Needed to
differentiate and promote products that (truth be told) differ
only trivially from one another, advertising keeps the engines of
the free market economy rolling. It increases demand and allows
companies to sell products, prosper, and employ managers and
workers. On the macroeconomic level, advertising plays an
essential, critical role in contemporary capitalism. From an ethical
perspective, advertising remains an uneasy persuasion.
Advertising is such a pervasive part of American culture that is
difficult to conjure up images of products that are not influenced
by what we have seen in commercials. If you were asked to free-
associate about Coca-Cola, Budweiser, Nike, Herbal Essence, or
cars running the gamut from Mustangs to minivans, your mental
images would undoubtedly contain ideas and pictures gleaned from
commercials. It is physically difficult, if not impossible, to call to
mind an advertising-free image of products. This is because
advertising plays a critical role in shaping, reinforcing, even
changing attitudes toward products.
Little wonder that critics have charged that advertising's power
comes from subliminally embedded messages that elude conscious
awareness. Research finds that subliminal communications exert
virtually no impact on attitudes. However, the conscious belief
that a message contains a subliminal message can influence
attitudes. The subliminal notion is more hoax than reality, but it
persists because people cling to simplistic ideas about how
advertising works.
Advertising works through different pathways under low and high
involvement. When viewing ads for low-involvement products,
20
Advertisement Ethics by Shuva Brata Basak 200
9
21
Advertisement Ethics by Shuva Brata Basak 200
9
22
Advertisement Ethics by Shuva Brata Basak 200
9
23
Advertisement Ethics by Shuva Brata Basak 200
9
1. Truthfulness in Advertising
25
Advertisement Ethics by Shuva Brata Basak 200
9
When people fail to practice "a rigorous respect for the moral,
cultural and spiritual requirements, based on the dignity of the
person and on the proper identity of each community, beginning
with the family and religious societies," then even material
abundance and the conveniences that technology makes available
"will prove unsatisfying and in the end contemptible." Advertisers,
like people engaged in other forms of social communication, have a
serious duty to express and foster an authentic vision of human
26
Advertisement Ethics by Shuva Brata Basak 200
9
27
Advertisement Ethics by Shuva Brata Basak 200
9
While there are privacy laws that protect consumers’ medical and
financial information, there are not laws that currently prohibit
online marketers from collecting and using personally identifiable
information (PII) or other possibly sensitive information,
including Internet protocol (IP) addresses. But this issue goes
beyond legalities to the ethical question of what is the right and
fair way for businesses to advertise to consumers, who bear the
benefits and burdens of behavioral targeting.3
28
Advertisement Ethics by Shuva Brata Basak 200
9
29
Advertisement Ethics by Shuva Brata Basak 200
9
Footnotes:
1
The AAF and other industry associations have filed comments
with the Federal Trade Commission on behavioral targeting.
2
Behavioral Targeting: Marketing Trends, e-Marketer, June
2008.
3
My definition of ethics includes fairness, in terms of both the
nature of the product and the nature of the audience and the
manner in which they’re treated.
4
My analysis is aided by an ethical process refined by author
Rushworth Kidder in his book, How Good People Make Tough
Choices.
5
The Federal Trade Commission has proposed for discussion
behavioral advertising self-regulatory guidelines.
30
Advertisement Ethics by Shuva Brata Basak 200
9
32
Advertisement Ethics by Shuva Brata Basak 200
9
consumers not only didn't buy it, they demonstrated against it.
Because a lot of what they loved about "real" Coke wasn't inside
the bottle. It was the idea of Coke and their experiences with it
and how those experiences were connected to so much of what we
imagine life in America should be like. Advertising isn't just about
the things we buy. It's about how we feel about things, including
ourselves. That's what makes it interesting.
1. Cause-related marketing
Does the extra business and good will these companies stand to
gain compromise the good that the causes do? What are the
ethics of enlightened self-interest? Not long ago a major
advertiser donated a quarter-million dollars in food aid to
Bosnians in the wake of the war there. By all accounts, the aid did
a lot of good. Later, the company spent over a million dollars to
advertise their good deed to American audiences. What decision
would you have made?
33
Advertisement Ethics by Shuva Brata Basak 200
9
2. Tobacco Advertising
3. Alcohol
34
Advertisement Ethics by Shuva Brata Basak 200
9
The ethical issue isn't the alcohol in the product, it's the brand
name on the bottle (Smirnoff Ice). When I say the word
"Smirnoff", what do you think of? - you're not alone. A rival
company says this commercial is misleading you because there's
no vodka in Smirnoff Ice. It's a malt beverage. Does the name
"Smirnoff" mean "vodka" or is it just a name? Many of you are in
the target audience. Are you being fooled here? And if you
thought Smirnoff Ice contained vodka, did you also think it
contained ice? You don't have to take time from your studies to
decide this case. As we speak, it's being examined by the ATF
(Federal Bureau of Alcohol, Tobacco and Firearms).
4. Condoms
35
Advertisement Ethics by Shuva Brata Basak 200
9
5. Children
6. Pharmaceutical advertising
36
Advertisement Ethics by Shuva Brata Basak 200
9
7. Product placement
38
Advertisement Ethics by Shuva Brata Basak 200
9
8. Subliminal advertising
There's one more thing I know you want me to talk about. If you
believe subliminal advertising exists, you don't any more because
I embedded a convincing subliminal denial in this talk. In case you
missed it, subliminal advertising is one of those "urban legends."
Try this experiment. Take a photograph of a glass of ice water or
the beverage of your choice and make a fake ad out of it. Then
invite people in your Psych department to find the subliminal
messages in your ad. They won't disappoint you.
39
Advertisement Ethics by Shuva Brata Basak 200
9
40
Advertisement Ethics by Shuva Brata Basak 200
9
41
Advertisement Ethics by Shuva Brata Basak 200
9
43
Advertisement Ethics by Shuva Brata Basak 200
9
public, if false assertions are made about goods for sale, if less
than admirable human tendencies are exploited, those responsible
for such advertising harm society and forfeit their good name
and credibility. More than this, unremitting pressure to buy
articles of luxury can arouse false wants that hurt both
individuals and families by making them ignore what they really
need. And those forms of advertising which, without shame,
exploit the sexual instincts simply to make money or which seek
to penetrate into the subconscious recesses of the mind in a way
that threatens the freedom of the individual ... must be shunned."
44
Advertisement Ethics by Shuva Brata Basak 200
9
Advertising also can be, and often is, a tool of the "phenomenon
of consumerism," as Pope John Paul II delineated it when he said:
"It is not wrong to want to live better; what is wrong is a style of
life which is presumed to be better when it is directed toward ?
having' rather than ?being', and which wants to have more, not in
order to be more but in order to spend life in enjoyment as an
end in itself." Sometimes advertisers speak of it as part of their
task to "create" needs for products and services — that is, to
cause people to feel and act upon cravings for items and services
they do not need. "If ... a direct appeal is made to his instincts —
while ignoring in various ways the reality of the person as
intelligent and free — then consumer attitudes and life-styles can
be created which are objectively improper and often damaging to
his physical and spiritual health."
45
Advertisement Ethics by Shuva Brata Basak 200
9
46
Advertisement Ethics by Shuva Brata Basak 200
9
47
Advertisement Ethics by Shuva Brata Basak 200
9
Conclusion
I raised the question whether it is possible to be an ethical
advertiser — in the true sense of 'ethical', and not merely in the
minimalist, legal sense of respecting the rules that govern play in
the business arena, such as honesty and fairness. I have argued
that reflection on what ethics demands makes the hurdles
impossibly high. The stark truth is that manufacturers and
advertisers are as much controlled by the fickle consumer as in
control. Rules can be set down concerning what is factually
49
Advertisement Ethics by Shuva Brata Basak 200
9
Bibliography
1. www.google .co.in
2. www.yahoo.com
3. www.wikipedia.org
4. Chris Moore of Ogilvy & Mather
50
Advertisement Ethics by Shuva Brata Basak 200
9
5. Philip kotler
6. Advertising Management: Rajeev Batra, John G.
Myers & David A. Aaker: Prentice Hall India.
51