ASSIGNMENT #3

Q 1) What do you mean by ethics in advertising. Explain some of the ads which are not socially desirable. Also give your own opinion on those ads. A 1) Ethics simply defines are the moral principles and values that influence the decisions and actions of an individual or group. Advertising has the apparent effect of degrading moral values. Traditional social values are being eroded and at the same time the minds of youngsters are being corrupted. Also, the imagination and creativity of these ads is eating away reality and infusing fantastical ideas in the minds of the people. It is, however also up to the channel providers whether they want to show the ads or not. The advertisers have to follow a code of conduct, which they might not always follow. The various questions that are raised about ethics are as follows: What should not be advertised ? Who should it not be advertised to ? What should not be included in the message ? What should not be the tone of the message ?

As simple and straight-forward as it may seem, adhering to these guidelines is rather tough. Certain objections against advertising are as follows: Advertising is manipulative: Many believe that advertising is so manipulative that it makes people buy against their best interests by using indirect emotional appeals etc. in short it makes people buy things they do not want to. Advertising done in bad taste: Certain critics are of the view that certain ads are annoying and disturbing. Certain ads are also silly, unreal, boring and depressing. Some are inappropriate for ladies and children. Also certain ads objectify women and show them as objects and demean their stature. Advertising is intrusive: Some people believe that advertising is intrusive. Repeated and intense exposure to ads can also be harmful. Owing to the above factors there has risen the need for advertising. The following are the reasons why there is a need for ethics: Maintain public confidence in advertising: Unethical advertising by certain companies is eroding public confidence in advertising. Companies can restore and increase the confidence of the public by establishing higher standards in marketing. It is very important for the business as consumers are the mainstream of a business.

 Avoid government regulation: Unethical advertising increases the possibility of government intervention and control on advertising, if firms start acting responsibly they can definitely avoid such control and retain their freedom of operations. Regain social power: Advertising firms can increase their credibility and power in society by fulfilling their social and moral obligations to consumers and the public in general. They must use their power in a way acceptable to society. Boost public image: People form an opinion about a business enterprise on the basis of their experience. When sales people care for customers, buyers form a positive impression. Ethical advertising behavior can protect the image of the enterprise.
The following are certain principles relating to ethical marketing. Advertising Principles of American Business of the American Advertising Federation (AAF)

Truth: Advertising shall tell the truth, and shall reveal significant facts, the omission of which would mislead the public. Substantiation: Advertising claims shall be substantiated by evidence in possession of the advertiser and advertising agency, prior to making such claims. Comparisons: Advertising shall refrain from making false, misleading, or unsubstantiated statements or claims about a competitor or his products or services. Bait Advertising: Advertising shall not offer products or services for sale unless such offer constitutes a bona fide effort to sell the advertised products or services and is not a device to switch consumers to other goods or services, usually higher priced. Guarantees and Warranties: Advertising of guarantees and warranties shall be explicit, with sufficient information to apprise consumers of their principal terms and limitations or, when space or time restrictions preclude such disclosures, the advertisement should clearly reveal where the full text of the guarantee or warranty can be examined before purchase. Price Claims: Advertising shall avoid price claims which are false or misleading, or savings claims which do not offer provable savings. Testimonials: Advertising containing testimonials shall be limited to those of competent witnesses who are reflecting a real and honest opinion or experience. Taste and Decency: Advertising shall be free of statements, illustrations or implications which are offensive to good taste or public decency. In view of the various complex moral issues, there arose a need to establish standard tests to determine whether and advertisement is ethical or not. They are as follows: Social Impact: The intended impact of the advertisement and its actual impact on society should be considered.

 Effects on desire: whether the advertisement merely informs or also seeks to persuade. If its persuasive, it should not create harmful desire i.e. - desire for smoking, drinking etc. Effects on belief: The contents of the ad must be true and not mislead those to whom it is directed.

Certain examples of unethical ads will be discussed below: ZATAK DEODORANT A young man, shirt unbuttoned, sprays himself before a visit to the dentist with India's Zatak deodorant brand, which must smell amazing because it drives the dentist to unbutton her blouse. The punch line is Just Zatak her" may offend more than the images. The reason why this ad was objectionable and come under the scanner was because more than the product this ad targets the male instincts hence portraying a wrong picture of the product. It also goes on to objectify women and show them to be gullible. In my opinion this should not be aired because it is too suggestive and it plays on the human psychology in a very different way. Instead of showing the main purpose being served, it portrays a different image altogether.

ROYAL STAG This is a brand of Whiskey which has brand ambassadors mainly from the cricket and entertainment world. It associates the tag-line of the brand viz. MAKE IT LARGE, with the lives of the various celebrities. The various celebrities (the most recent one being Shahrukh Khan) talk about how they have been successful but the main question still remains whether theyve Made it large. This ad is objectionable because it suggests the use of the alcohol to make it big in life. By portraying the lives of popular personalities the ad tries to show that even we can become successful by consuming that alcohol. In my opinion this ad is ok because of the simple fact that the product being advertised is not strictly alcohol but is instead other products like Apple juice of music cds. Hence there is no direct advertisement of alcohol. Hence, in my opinion there is nothing objectionable in this kind of advertising.

EMAMI FAIR AND HANDSOME A young man uses a fairness cream for women and because of this people make fun of him. Also there is no effect on his skin tone due to the fact that girls fairness creams are made for sensitive skin. Thus the brand ambassador Shahrukh Khan introduces Emami Fair and Handsome cream to him, which eventually goes on to make the young man fair. The ad is objectionable as it promotes artificial living. It is an established fact that with the use of creams one cant get fair permanently. Thus the product is promoting something that isnt even possible. In my opinion this ad shouldnt be objectionable because it is the customers duty to verify whether it is possible to achieve what he product has set out to achieve. The consumer cannot be considered to be a fool and just follow what the manufacturer says. Thus I think the benefit of doubt goes to the manufacturer and he cant be blamed for any objection to this ad.

BAJAJ PLATINA The ads visual shows a girl flicking her headlights at a boy riding a bike, who goes zigzag on the road in order to impress the girl. The man on the bike then performs a dangerous maneuver and starts riding behind the girl and starts flicking the lights of the bike.

The objection was that the advertisement depicted that road safety and traffic rules could be broken at will or were something that need not be taken seriously. The ad showed dangerous practices and a disregard for safety without a justifiable reason. In my opinion this ad should not be objectionable. Every citizen who is of age to ride a bike should also be considered old enough to know the traffic rules. He is mature enough to know not to perform dangerous maneuvers on a road even if it is a great bike. Hence the consumer is expected to behave rationally and not rely totally on what is shown in the ads.

Thus ethics form a very important part of advertising and must be taken seriously by the advertisers or else they can be sued and can run into legal troubles.