LITERATURE REVIEW

Winston Churchill rightly said that nothing except mint can make money without advertising. But advertising changes with changing markets, changing life styles, changing methods of distribution and changing techniques of communication. Significant development during the past few years include a growing awareness about advertising as an institution performing essential social and econ omic functions, a recognition that advertising must be planned in the context of total marketing strategy, a more sophisticated use of research to better understand consumer motivation and behaviour a more concerted effort to build favourable brand and corporate identities a greater use of information bearing on media audiences, and a burgeoning concern about consumer welfare. So, advertising is multidimensional. It can be viewed as a form of communication, as a component of an economic system and as a means of financing the media. Few studies have been conducted in India and abroad. These studies show a wide range of coverage both in terms of number of respondents and various aspects of advertising Of the many representative studies - Wood (1959) in his study has commented, 'Advertising is story of People'. In first hand actually, advertising describes their desires, tastes, habits, weaknesses, hopes and pretensions. In ads the actuality of what people have been like in their day-to-day living through the centuries and what we are like now, can be seen. These can be found for more accurate representations of a time and people in it than the advertising amid which and, Willy-Nilly, by which they live. Colston (1962) recommended that, a policy was proposed of caveat venditor-set by our social and legal institutions. An advertisement should be similar to the claim that of seller of a branded good with regard to Warranty to purchaser of price and quality of an article. Thus the burden of proof A claim should be accurate and complete as to all essential details and should constitute full disclosure of both the merits and demerits of the good in its intoned use. Advertising should not be poised on the slippery edge of irrelevance, misrepresentation, or deception the obsolescent and socially constructive idea of covet emptor should be approximately buried as a relic of -the days of simple market and well understood commodities. Cohen (1974) mentioned that a credit card service corporation. Whose ser vices included insuring credit card holders from the risk incurred when their card were lost or stolen, advertised that these services were extremely valuable since according to advertisements, owners of lost or stolen cards might "find themselves liable for $175000". However, an amendment in truth in lending Act very specifically limits the liability for lost or stolen credit card to a maximum of $50 per card. This claim of saving consumers as much as $175000 was obviously false.

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Geoffrey Kempner (2004) in his study on "Ethics and Advertisement reports that the majority
found it irritating, misleading unnecessary and insulting to their intelligence. The study was conducted in fine metropolitan area generating a total sample of 500. Little more than one third of those students responding felt that advertising is necessary at all. More than 75% respondents believed that half of advertisements present invalid or misleading claims. More than 80% felt that advertisement insult their intelligence. More than 60% felt that they are irritating and 80% felt that television advertisements are highly annoying. A.C. Michalos (2006) conducted a study on "Journals of Business Ethics." The report that majority of respondents had a positive attitude towards advertising in general. They have clearly indicated that advertising has a Colston (1962) recommended that, a policy was proposed of caveat venditor set by our social and legal institutions. An advertisement should be a as to an advertisement claim will be squarely before the seller of a branded good with regard to Warranty to purchaser of price and quality of an article. Thus, the burden of proof A claim should be accurate and complete as to all essential details and should constitute full disclosure of both the merits and demerits of the good in its intoned use. Advertising should not be poised on the slippery edge of irrelevance, misrepresentatio or n, deception the obsolescent and socially constructive idea of covet emptor should be approximately buried as a relic of -the days of simple market and well understood commodities. Galbraith (2005) stated that" because modern man is exposed to a large volume of information of varying degrees of unreliability he establishes a system of discounts which be applies to various sources almost without the discount becomes nearly total for all forms of advertising. The merest child watching television dismisses the health and status giving claims of breakfast cereal as a commercial. Steadman (1969) showed, 'Brand names associated with sexual illustrations were less easily recalled than were brand names with non-sexual illustration' .Cohen (1974) mentioned that a credit card service corporation. Whose services included insuring credit card holders from the risk incurred when their card were lost or stolen, advertised that these services were extremely valuable since according to advertisements, owners of lost or stolen cards might "find themselves liable for $175000". However, an amendment in truth in lending Act very specifically limits the liability for lost or stolen credit card to a maximum of $50 per card. This claim of saving consumers as much as $175000 was obviously false. T Bush and Davies Bush (2007) concluded that ethical and moral issues resulting in controversy will always surround advertising because of the nature of creative process. Creative advertisers take risks and chart new frontiers. However, by breaking new grounds, they challenge components of the narrative paradigm and create controversy. Because ethics is such a pluralistic, complex and situational phenomenon, it is important for advertisers to establish boundaries or latitudes of ethicality

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for their creative campaigns. Once these boundaries are established may be generated by their advertising. Chaya (2005) observed that bare ad for Tuff shoes which recently appeared in the newspaper and magazines, showing the models all bear wrapped by a python were against the social values and was misleading. Every month Advertising Standard Council of India (ASCI) receives hundreds of complaints drawing its attention to the melange of false claims, misleading information, unethical sniping at rivals, and, of course, licentising today. Prominent among the accused are surrogate ads. Used by the liquor companies to hard sell their brands, ads, but J.K. Chemicals, Kama sutra condoms by Vicco Vajardanti for claiming that chocolates causes tooth decay, by Lakhani Footwears, one that gave disrespect to revered national figures; and by Michael Jack soon Fashions for using the names of celebrities like Bill Clinton without their permission. Finn Orfano (2009) pointed out that the link between the media and the advertising world needs a close look. The media itself must ponder deep and set regularity limits on the quality and quantity for luring advertisements. The advertising agencies have been devising novel methods to catch the readers (or the viewers) attention. They have gone to the extent of strip teasing the models without their consent with the help of latest technology tools. In some cases, the agencies have also obtained the permission of the model to show them nude at a very high price. No government action or law could help in restoring an ethical balance in the media, which has been running made to collect revenues from such sponsorships. Blair and Jessica Dawn (2006) say that ads Designers of today think that if they put sexy posture in an advertisement, it would give an extra jerk to the sales of that particular product. If I take a guess is that of revealing more and hiding less. Not realizing that with the advent of foreign media, the char, obscenity has lessened to a great extent, may be at that time they are thinking only about money and popularity which they will get. As a result forget that we are Indians and our culture is above other countries. Their basis seems to be: If the ads. Are not seen, they should be at least talked about. Keeping this aim in mind if we try to visualize the much-hyped ads. Of shoes, 'Tuffs' to the particular which most of us have not managed to see, instead have heard a lot about it. Aiyappa (2007) states that, remember this Pepsi advertisement? I'm sure you can't forget it even if you tried. Before you groan and jump to the conclusion that this is yet another article on Pepsi and Coke, let me reassure you that it is not. In fact, it contains a list of the ten best Web sites pertaining to the profession of advertising. The title was just to catch your attention. Day in day out we are literally bombarded with hundreds of advertisements which aim to promote and sell product, a service or an idea. The media, be it print, television or the Internet, has a very powerful role to play. It literally changes people's perceptions and way of thinking. Love them or hate them, but you just can't ignore 6|Page

them. What with advertisements becoming more and more catch, bizarre and scandalizing? The main purpose of advertising is to sell products or services for build brand images the reach of advertising has grown beyond imagination, thanks to television and the coming of age of the Internet. ASCI (2003) Ethics is a choice between Good and Bad, between right and wrong. It is governed by set of principles of morality at a given time and at a given place. Advertisements truth should viewed form consumer's point of view and not in the narrow legalistic frame in order to find a low loophole and to get out after an irresponsible action. Advertisement should perform what it promises, should not be indecent obscene, not to encourage Gambling spread of falsehood by cele rities, should b honours traditional norms of social behaviour, and should not affront moral sense of society.

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Chapter - III
RESEARCH METHODOLOGY
This chapter presents the conceptual framework, selection of advertising, sampling plan, data collection and statistical procedure used to analyze the data. Selecting the Sample Size: Using the Formula The formula to calculate the sample size is given by: n = (ZS/E) 2 Where: Z (standardized value corresponding to a confidence level) = 2.57 (95 % confidence level) E (acceptable magnitude of error) = 0.5 S (calculated standard deviation) = 1.58: Therefore, n (sample size) = (approx.) 65

CONCEPTUAL FRAMEWORK
To evaluate the advertisements certain ethical issues were selected as given in International Advertising Association (IAA). Here the description of these ethical issues is given.

Decency
Advertisements containing statements and visual presentation which offend against prevailing standards of decency.

Honesty
Advertisements framed in such a way which abuse the trust of the consumer or exploit his/her lack of experience or knowledge.

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Truthful Presentation
Advertisements containing statements or visual presentation which directly or by implication, omission, ambiguity or exaggerated claim are likely to mislead the consumer.

Comparisons
Advertisements containing comparisons which are likely to mislead, do not comply with the principles of fair competition and achievements containing points of comparisons not based on facts.

Testimonials
Advertisements contain or refer to testimonial or endorsements which and neither genuine nor related to the experience of person giving it.

Denigration
Advertisements denigrate any firm or product directly or by implication.

Exploitation of good will

Advertisements designed in such a way which exploits goodwill to promote interior products.

Imitation
Some advertisements may imitate the general layout, text, slogan, visual presentation, music and sound effects or other advertisements.

Regard for Safety

Some achievements may contain without reason, justifiable on education or social grounds and visual presentation or any description of dangerous practices of situations which show a disregard for safety.

Children and Young People

Some of the advertisements may exploit the natural credulity of children or the lack of experience of young people and some advertisements may contain visual presentation which might result in harming them mentally or physically.

SELECTION OF ADVERTISEMENTS
On the basis of frequency of advertisements appearing in print media and' electronic media a few popular advertisements were selected on the basis of ethical parameters viz. 1 Decency 2

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Honesty3Truthfulness 4 Comparisons5 Testimonial 6 Denigration 7 Exploitation of Goodwill 8 Imitation 9 Regard to Safety and 10.Children and Young people. Selected respondents were asked to identify those advertisements which violated any of the above mentioned ethical parameters. This resulted in the selection of advertisements and Nine ethical parameters viz. Decency, Honesty, Truthfulness, Testimonials, Denigration, exploits emotions of people against, distorts values of the society, misleading and against children and young people. Use of comparisons and imitation was not found in any of the advertisements so Imitation and Comparisons were not considered for further analysis. To evaluate these advertisements a questionnaire was developed to se whether the respondents face any difficulty in understanding and answering the questions. The questionnaire w as pre-tested which resulted in the identification of the problem of perusing through too many advertisements with respect to each ethical parameter. Thus to overcome this problem the number of advertisements were reduced to eight.

UNIVERSE OF THE STUDY

The present study is exploratory in nature and is based on descriptive cross-analytical approach. The universe of the study has been limited to Delhi (D.U Campus) only due to time and financial constraints. A total sample of 66 respondents was taken by convenience sampling. The respondents of present study belong to different Age Group, Sex, Income, Educational levels and deferent Occupation.

SAMPLE PLAN
Sample Units Sample Scope Sampling Procedure Sample Size Adults of either sex Delhi (D.U Campus) Convenience sampling 66 respondents

Sample Design:
The present study is exploratory in nature and is based on descriptive cross analytical approach. The universe of study has been limited to DU CAMPUS (DELHI) only due to time constraint. A total sample of 65 respondents will be taken by convenience sampling. The respondent of present study belongs to different age group, sex, income, educational level and occupation.

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Sex

: Both Male and female

Age Groups: 20 30, 31 40, 41 50

DATA COLLECTION

Primary Data
To find the general attitude of people towards advertising and evaluates the advertisements with respect to selected ethical parameters, a questionnaire was developed as given in the Appendix. The questionnaire was personal administered to the respondents. The respondents were asked if he or she was ready to participate in a questionnaire dealing with ethical issues in Advertising. On agreeing they were handed over this questionnaire and they completed the questionnaire. The respondents will be asked if he/she is ready to participate in a questionnaire dealing with ethical issues in advertising. If they agreed, they will be asked to fill up the questionnaire.

Secondary Data
An extensive survey of literature was done. 1. Books 2. Journals 3. Newspapers 4. Internet The secondary data will be collected from Books, Journals, Newspapers, internet, TV advertisements. To evaluate the advertisement certain ethical issues will be selected as given in international advertising association (IAA) and international chamber of commercials (ICC) websites.

CHI-SQUARE TEST
To find the general attitude of people towards advertising the weighted average were computed. Hypothesis was framed to find the effect of various socio economic variables on the attitude of respondents towards advertising and ethics involved in it. Hypothesis framed in this respect was tested statistically for its significance. Accordingly, Chi-square test was used to test the hypothesis mathematically:

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x !

(Oi  Ei ) Ei

x = chi-square sta tistic s O i = observed freque nc y in the it h cell Ei = e xpected freque nc y on the it h cell

Th t s wa c n ut da 95 pr cn c ni e c l vl o 5 pr cn l vl o sgnfcne Th e et s o d ce t e e t o fdne e e r e e t e e f i i i a c. e cl u t dCh s ur vl e weec mpr dwi ht et bevl eo Chs ur a gi e dgr e o ac l e a i q ae aus r o ae t h a l au f i q ae t vn e es f fed m. r eo De e o Fr e o = - (c1) gr e f ed m (r 1) Whr , ee r Nu e o r ws = mbr f o c Nu e o c l mn = mbr f ou s

Ri C
ij

Ri = tota l observed freq ue nc y in the it h row C j = tota l observed freq ue nc y in the j t h column n = sa mp le s ize

Ift ecl u t d i qaevl ew ke ott b l s t a t et bevl et edv to o os r e h ac l e Ch ur au o d u o e es hn h a l au h e i i n f bevd a -s r a fe unyfo t ee et dfe unyw c ni ee t b i sgn i a t Cos q e t yt enl r q e c r mh xpce r q e c a osdr d o e ni i cn s f . ne un h u l l hpt ei w acpe . Ift ecl u t dCh qaevl ew f udt b m et a t bevl e yo ss a ce t d h ac l e h s a i ur au a on o e o hn a l au, -s s r t e i f r new cni ee t b sgn i a ta d u hpt ei w r j ce . h d ee c a osdr do e i i cn n nl yo ss a eet d f s f l h s

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LIMITATIONS
The findings of the study are based on the subjective opinion of the respondents. Every care has been taken to get most accurate results but because of inability of respondents to answer all the questions due to many reasons, some element of inaccuracy might have crept in the findings. Any study, which is based on the opinion survey, suffers from the limitation of possibility of difference between what is recorded or written and what is truth. The limitations are: 1. Because of time and financial constraint the study was restricted to Delhi (D U Campus) only.

2. Personal bias could have entered.

3. The findings are based on the subjective opinion of the respondents and the truth of the answers cannot be assessed.

4. The accuracy of the result is also limited by the reliability of tools of investigation and data analysis.

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Chapter IV
ANALYSIS AND INTERPRETATION
This chapter presents the general profile of the respondents, general attitude and description of the each statement used to measure the general attitude of the respondent, the analysis of the data collected to measure the attitude of the respondents towards some specific aspects in advertising and evaluation of the selected advertisements, w.r.t. selected ethical parameters.

GENERAL ATTITUDE OF RESPONDENTS TOWARDS ADVERTISING

Learning about the attitude the consumer needs no emphasis as attitude has a direct bearing on the consumer behaviour. More specifically we can say that most of the purchase decisions are influenced by the attitude of the buyers, which are predominant at the time of decisions making. An attitude is defined as a "tendency to respond positively (favourably) or negatively (unfavourably) to certain objects, persons or situations". A set of statements was used in the form of first four questions in the Questionnaires to find the attitude of people towards advertising. The respondents were asked to respond to these statements after reading them carefully on the five point scale ranging from strongly agree to strongly disagree. Except the 3rd and 2nd question in which a 3-point scale was used, mean scores

Q.NO.1: Necessity of Advertisement to Promote Product or Service?

This statement was selected to measure the likeability of the respondents towards advertising i.e. whether they advocate or not the use of advertising to promote a product or a service. They were asked to respond to this statement on a five point scale ranging from strongly agree to strongly disagree. Following table gives the frequency distribution of the above statement.

age group Cumulative Percent 39.4 69.7 100.0

Valid

20-30 30-40 40-50 Total

Frequency 26 20 20 66

Percent 39.4 30.3 30.3 100.0

Valid Percent 39.4 30.3 30.3 100.0

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Age gr
30

20

10

requency

0 -

ge gr

Frequency

Percent

Valid percent

S.A A N.A.N.D D Total

41 21 3 1 66

62.1 31.8 4.5 1.5 100.0

62.1 31.8 4.5 1.5 100.0

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Cumulative Percent 62.1 93.9 98.5 100.0

Advertisement necessity

Advertisement necessity
50

40

30

requency

20

Above Charts clearly indicates that 93.8% of sample population highly in favour of the view regarding necessity of advertisement to promote product or service.

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10

0 S.A. A N.A.N.D D

Advertisement necessity

Advertisement necessity
D N.A.N.D A

S.A.

16

14

12

10

Advertisement necessity
6 S.A. 4 A

Count

2 0 20-30 30-40 40-50

N.A.N.D D

age gr up

Above Bar charts signifies that all the age groups consider that advertisement is necessary to promote product and services.

Opinion about necessity of advertisement among male and female:

Following table gives the frequency distribution of the above statement.

Frequency

Female Male Total

27 39 66

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Percent

Valid Percent

Cumulative Percent 40.9 100.0

40.9 59.1 100.0

40.9 59.1 100.0

Gender

female

male

Q. No.2: Are Advertisements Generally Read/Watch?

It was asked to record the opinion of respondents that whether people generally read/watch advertisements. Following table gives the frequency distribution of the above statement.

Frequency

Percent

Valid Percent

Cumulative Percent 12.1 100.0

No Yes Total

8 58 66

12.1 87.9 100.0

12.1 87.9 100.0

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Watch/read adv.

no

yes

The above graph demonstrates that majority of the sample population watch /read advertisement.

Frequency table: Watch/read Adv (different age groups)

Watch/Read adv.

Age group 20-30 30-40 40-50 Total

No 2 3 3 8

Yes 24 17 17 58

Total 26 20 20 66

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30

20

10

Watch/read adv. Count

no
0 20-30 30-40 40-50

yes

age group

Q.No.3: What people do when they come across Advertisements?

A. Watch and read all the ads.

B. Watch and read only those ads. Which are related to your interest and wants?

C. Don't have any interest in watching and reading ads.

This question containing three statements was included in the questionnaire to know how the respondents react when they come across an advertisement. They were asked to record their response from the above mentioned possible reactions.

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Frequency

percent

Valid Percent

Cumulative Percent 26.2

valid

Watch and read all advertisement Watch and read specific ads Do not watch at all Total

17

25.8

26.2

40

60.6

61.5

87.7

12.1

12.3

100.0

65 1 66

98.5 1.5 100.0

Missing Total

Adv.importance

Ads importance
50

40

30

20

Frequency
10

0 Watch and read all a Watch and read speci Do not watch at all

Ads importance

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Above chart clearl

Q. 4(a): Adverti i

hel s people i selecti

better products.

This statement was used to record the opinion of the respondents that does advertisement helps people in selecting better products. The distribution of the respondents for the above statement is given in the table.

Case Processing Summary Cases Missing N Percent 5 7.6%

N age group * Advertising help people in selecting better products

Valid Percent 61 92.4%

14

12

10

Count2
0 20 30 30 40 40 50

A g e g ro u p It concludes that all age group agrees that advertisement help people in selecting better products.

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N Total Percent 66 100.0%
Adve ti ing hel
S.A. A .A.N.D

advertisements onl which are related to their interest and want


i

icates that about 60% of the sample population watch and read those

eo le

D S.D.

Q. 4(C): All the ads are i formative and educative

Following table gives the frequency distribution of the above statement.

Case Processing Summary Cases Missing N Percent 5 7.6%

N age group * All the ads are informative and educative

12

Valid Percent 61 92.4%

Total Percent 66 100.0%

10

All the ad a e inf

S.A.

A N.A.N.D

Count2
D 0 20 30 30 40 40 50 S.D.

a g e g ro u p

People in the age group 20-30 yrs agree that all advertisement is not providing educative information.

Frequency table

All the ads are informative and educative

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SA gender female Male Total 5 8 13

A 8 10 18

N.A.N.D 3 8 11

D 7 9 16

S.D 1 2 3

Total 24 37 61

Q.4 (D): All the advertisements are socially acceptable?

16

14 12 10

All the ads are socially acceptable

S.A.

6 A 4 N.A.N.D

Count

2 0 Female

D S.D.

male

Gender

Above bar chart shows that female finds all advertisement is not socially acceptable.

Q.4 (E): All the advertisements are believable

Following Bar Chart gives the frequency distribution of the above statement.

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16 14

12 10

All the ads are believable

S.A.

6 A 4 N.A.N.D

Count

2 0 20-30 30-40 40-50

D S.D.

Age group

Young generation (20-30 yrs) hardly finds all the advertisements are believable.

Q.4 (F): Advertisements targeted at children have negative effect on them.

Advertisements targeted at children have negative effect on them

S.A Gender Female Male Total 3 8 11

A 9 13 22

N.A.N.D 4 7 11

D 8 8 16

S.D

Total 24

1 1

37 61

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Most of the respondent agrees that advertisement has negative effect on the childrens.

Q.4 (I): Advertising distorts the values of our youth.

10

Adve ti i ng di to t
4 S.A. A 2 N.A.N.D D S.D 20 30 30 40 40 50

Count
0

Majority of the respondents among all the age groups believes that advertising distorts the values of our youth.

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Age g ou

! !

! 

Q.4 (K): Advertising of today is too much obscene and use of sex has increased.
Following Bar Chart gives the frequency distribution of the above statement.

16 14

12 10

8 6 4

Advertising of today
A S.A. 20-30 30-40 40-50

Count

2 0

age group

Young generation strongly agree with the above statement.

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PEPSI ADVERTISEMENT
Value of society

16

Do not disturb to so
Extremely undistorted values

14

12

Quite undistorting values

10 slightly undistortin8 g Indifferent Slightly distorting 4 Quite distorting

Count

2 0 20-30 30-40 40-50

Extremely distorting

Age group
Young generation believes that latest PEPSI advertisements are not distorting the values of the society. Other age group also believes the same way.

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"

alues

Decency

14

12

10

Decency in adv.
extremely decent

quite decent
6

slightly decent indifferent slightly indecent

Count

2 0 20-30 30-40 40-50

quite indecent extremely indecent

Age group

Above Bar Chart explicitly signifies that all the groups believe PEPSI advertisements are quite decent.

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Truthfulness

10

Truthfulness
6 Extremely truthful Quite truthful 4 Slightly truthful Indifferent 2 Slightly untruthful Quite untruthful Extremely untruthful 20-30 30-40 40-50

Count
0

age group

Young generation believes that latest PEPSI advertisement.

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COKE ADVERTISEMENT

Decency

10

Decency in ads
6

Extremely decent Quite decent

Slightly decent Indifferent

Slightly indecent Quite indecent Extremely indecent

20-30 30-40 40-50

Count
0

Age group

Most of the sample population believes that coke advertisement is decent .

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Truthfulness

10

Truthfulness
Extremely truthful

Quite truthful Slightly truthful

Indifferent Quite untruthful Extremely untruthful

20-30 30-40 40-50

Count
0

Age group

Young generation compared to other age group believes that coke advertisements are less truthful.

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Emotional Exploitation

Extremely not exploit10 t emotion Quite unexploiting e 8 motions Slightly unexploiting g emotions 6 Indifferent Slightly exploiting 4 Emotions Quite exploiting emo2 tions Extremely exploiting Emotions 20-30 30-40 40-50

Count
0

age group

All age groups believe that coke advertisement does not emotionally exploit customers.

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SPRITE ADVERTISEMENT
Decency
10

Decency in ads
6 Extremely decent Quite decent 4 Slightly decent Indifferent 2 Slightly indecent Quite indecent Extremely indecent 20-30 30-40 40-50

Count
0

Age group

All age groups believe that sprite advertisements are decent .

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Misleading

10

Not misleading
8

Extremely unmisleadi
ng
6

Quite unmisleading Slightly unmisleadin g Indifferent

Slightly misleading Quite misleading Extremely misleading

20-30 30-40 40-50

Count
0

age group

There is very high percentage of people in the age Group (20 -30 yrs) who believes that sprite advertisements are not misleading.

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COMPARISON IN ADVERTISEMENTS DECENCY

Descriptive Statistics Mean 2.65 2.45 2.75

sprite Decency in adv. coke Decency in adv. pepsi Decency in adv.

Desc iptive Statistics

Va iables
2.50

2.00

Values
1.50

1.00

0.50

Mean

Statistics

Advertisements of all the three companies are more or less equally rated as far as decency is concerned.

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$# #

s riteD ce c in a v p e ny d. coke Decency in adv. e i Decency in adv.

EMOTION

Descriptive Statistics Mean pepsi -Do not exploit emotion coke_Do not exploit emotion sprite__Do not exploit emotion 2.98 3.05 2.87

Desc iptive Statistics

p pi - o o ep it e o n e s D n t x lo mtio coke_Do not ex l oit emotion ite__Do not ex l oit emotion

2.00

Values

1.00

0.00 Mean

Statistics

Coke advertisements slightly exploit the emotion of the sample population. But SPRITE and PEPSI advertisements exploit the emotion of the sample population.

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&

&

(& '

3.00

Va iables

TRUTHFULNESS

Descriptive Statistics Mean 3.07 2.68 2.93

pepsi Truthfulness coke Truthfulness sprite Truthfulness

Desc iptive Statistics

3.00

sprite Truthfulness

Values
2.90

2.80

2.70

Mean

Statistics

Sample population believes that coke advertisements are less truthful compare to Pepsi advertisements.

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1 0

pepsi T uthfulness coke T uthfulness

Va iables

CORRELATION
Correlation Variables
1. Advertising help people in selecting better products. 2. Advertising help in improving standard of living.

Correlations
Advertising help people in Advertising help in selecting better products improving standard of living Advertising help people in Pearson Correlation selecting better products 1.000 .464

N Advertising help in improving standard of living Pearson Correlation

61 .464

61 1.000

61

61

** Correlation is significant at the 0.01 level (2-tailed).

Above correlation tables clearly indicates that two variables are positively correlated to each other. Correlation coefficient is 0.464. It signifies that two variables are not highly correlated.

Correlation Variables
1. Advertising distorts the values of our youth. 2. Advertising promotes undesirable values in the society

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Correlations

Advertising distorts the values of our youth

Advertising promotes undesirable values in the society

Advertising distorts the values of our youth

Pearson Correlation

1.000

.587

N Advertising promotes undesirable values in the society Pearson Correlation

61 .587

61 1.000

N
** Correlation is significant at the 0.01 level (2 -tailed).

61

61

Above correlation tables clearly indicates that two variables are positively correlated to each other. Correlation coefficient is 0.587. It signifies that two variables are highly correlated.

CHI-SQUARE TEST
Attitude towards soft drink advertisement
Relationship of respondent attitude towards soft drink advertisement with respect to sex they belong.

Following null hypothesis was proposed:

H (null hypothesis): The two attributes are independent i.e. there is no significant difference between
the attitude of male and female toward various advertisements.

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Observed value:

Sex Attitude Positive Negative Total

Male

Female

Total

19 11 30

11 25 36

30 36 66

Degree of freedom=(r-1)(c-1)=1 Level of significance= 95%

Expected Value:

Sex Attitude Positive Negative Total

Male

Female

Total

14 16 30

16 20 36

30 36 66

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Calculation
O E
(O  E ) 2
(O  E ) 2 E

19 11 11 25

14 16 16 20

25 25 25 25

1.78 1.56 1.56 1.25 6.15

At Degree of freedom=(r-1) (c-1) =1 and Level of significance= 95% Chi-square table value is = 3.84 Since the Calculated value (6.15) is greater than the table value (3.84). Hence the NULL hypothesis is rejected and the alternative hypothesis is accepted.

Chi-square value in the above table reveals that there is significant difference between the attitude of male and female toward various advertisements.

 T-Test cannot be used for the analysis because sample size is 66. T-test is used for small sample size(sample size less than or equal to 30).

 Z-Test can be used because it is applicable for sample size greater than 30.

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CONCLUSIONS
This chapter presents the conclusions of the study. The study is related to complex human attitude.

The following conclusions emerged from the study

 Advertising is necessary to promote a product/service.  People generally watch the advertisement.  People especially do watch advertisements of their Interest and want.  Advertising helps people in selecting better Products and creates confidence in the buyers to buy a particular product.  All advertisements are not informative, educative, socially acceptable and believable.  Advertisement targeted at children does have a negative effect on them.  Advertisements persuade people to buy product they should not buy or they don't have need.  Advertisements promote undesirable values in the society and distort values of our youth also.  All the advertisements are not truthful. Advertisements of today mislead consumers.  Today's advertising campaign contains too much sex.

Suggestion:

Where unethical practices have become widespread and entrenched, conscientious advertisers may be called upon to make significant personal sacrifices to correct them.

  

The media of news and information should make it a point to keep the public informed about the world of advertising. Government regulations should address such questions as the quantity of advertising, especially in broadcast media, as well as the content of advertising. In the final analysis, however, where freedom of speech and communication exists, it is largely up to advertisers themselves to ensure ethically responsible practices in their profession.

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BIBLIOGRAPHY

Journals:
 Aiyappa, Krithi (2000) "You've got the right choice baby". Friday, 14 July 2000  Alan, J. Bush & Victoria Davis Bush (1994) "The narrative paradigm as a perspective for improving ethical evaluations of advertisements Journal of Advertisement,16 december,2004  Bali, Rajesh Chander (1995) "Obscenity in Advertisements".  Bagart, Leo (1978) "Is all this advertising necessary?" Journal of Advertising Research   Business Ethics in advertisement, Article by Finn Orfano, Published by Jean Scheid, on Jul, 2009 Ethics in Advertising: Sex, But Should It? Article by Journal of Legal, Ethical and Regulatory Issues, January 1, 2006  Journals of Business Ethics, Main editor, A.C. Michalos, Journal no. 10551, ISSN: 0167-4544 (print version)  Ethics in Advertisement, by Geoffrey Kempner, article was commissioned in 2004 by

the Cardiff Centre for Ethics, Law and Society. It is anthologized in Advertising Ethics: Indian Perspectives Le Magnus University Press 2005.  Magazines released by Advertising Standard Council of India (ASCI)

Website:
www.icc.gov www.iaa.com www.bharatbook.com

www.wikipedia.com www.researchandmarkets.com

Books:
1. 2.

Levin and Rubin, 2008, Statistics for management, India Pearson Publication. (Craig and Douglas), 2008. International Marketing Research, Willy Publication

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3. Philip J. Kitchen, Patrick De Pelsmacke,2010, Integrated Marketing Communications: A Primer (Advertising Ethics and Social Responsibility 4.

William Lazer, J.kelley ,2009, Social marketing Perspectives and Viewpoints (Social and Ethical Responsibilities of Marketing)

5. Jane Kenway,2008, Consuming Children (Education, Entertainment, and Advertising, Seducing School) 6. Jessica Blair,2010, Ethics in Advertising: sex sells, but should it(legal, Ethical and regulatory Issues)

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