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INTRODUCTION
There is no doubt that advertising attracts all of us in number of ways, but
there are also number of controversies associated with advertising
Generally, these controversies are concerned about the impact of advertising on economy, society and ethics
Economic function
Advertising performs an economic function by being an art of Persuasion. It create wide markets as the information is delivered to people far and wide.
Advertising is also an economic processit helps the product to become known and it facilitates exchange between those who need the product and those who can satisfy their needs.
Provides employment opportunities (in advertising industry).
Social function
Advertising is a mirror to the society in which it operatesit reflects the cultural values of that society.
Advertising can also transfer some cultural values of one society to others.
Advertising has improved our standard of living.
Social function
Advertising protects the consumer by educating them and by forcing the manufacturers to maintain quality and to be fair
Therefore..
Advertising brings about consumer welfare in two ways:
a. By improving standard of living
b.
Psychological function
Advertising is closely linked to consumer behavior, therefore, it affects personality of consumer, his concept of self, his attitudes, beliefs, opinions, his life-style etc. Advertising appeals to our physiological and psychological motives.
ETHICS IN ADVERTISING
Should not mislead the consumer What it promises must be there in the performance of products Ad should not be indecent and obscene As advertising is also a social process, it must honor the norms of social behavior, and should not offend our moral sense ASCI (Advertising Standards Council of India) regulates the advertising in India has the set guidelines
ASCI GUIDELINES
To ensure the truthfulness and honesty of representations and claims made by advertisements and to safeguard against misleading advertising. To ensure that advertisements are not offensive to generally accepted standards of public decency. To safeguard against indiscriminate use of advertising for promotion of products which are regarded as hazardous to society or to individuals to a degree or of a type which is unacceptable to society in large. To ensure that advertisements observe fairness in competition so that consumers need to be informed on choices in the market place and the canons of generally accepted competitive behavior in business are both served.
Thank You!