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Ethics in advertisement


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Ethics in advertisement

  2. 2. CONTENTS • Introduction • Ethics and advertising • Ethical issues in advertisement • Surrogate advertising • Puffery advertising • Deceptive advertising • Exaggeration advertising • Stealth advertising • Ethics in advertisement
  3. 3. INTRODUCTION In this area of globalization and deregulation advertising has acquired new status. As a matter of fact, advertisement creates employment opportunities, provide information regarding the developments taking place in society, provide information about product and services available in market.
  4. 4. ETHICS Ethics or moral philosophy is a branch of philosophy that involves systematizing, defending, and recommending concepts of right and Wrong conduct. The term ethics derives from the Ancient Greek word ethikos, which is derived from the word ethos (habit, "custom"). ADVERTISING Advertising is a form of communication that typically attempt to persuade customers to purchase or to consume more of particular brand of a product or service.
  5. 5. ETHICAL ISSUE IN ADVERTISEMENT • Surrogate advertising • Puffery advertising • Deceptive advertising • Exaggeration advertising • Stealth advertising
  6. 6. SURROGATE ADVERTISING Surrogate advertising is a form of advertising which is used to promote banned products, like cigarettes and alcohol, in the disguise of another product.
  7. 7. PUFFERY ADVERTISING Puffery is a legal way of promoting a product or service through hyperbole or oversized statements that cannot be objectively verified. The term puffery simplify refers for flattering commendation.
  8. 8. DECEPTIVE ADVERTISING Deceptive advertising, also known as false advertising, refers to a manufacturer's use of confusing, misleading, or blatantly untrue statements when promoting a product.
  9. 9. EXAGGERATION ADVERTISING • Using false claims in the advertisement about the product. • making to seem more important than it really is. For example:- Vi m gel :- “2 chammch gholo or ek time k sare bartan dho lo”. Tide detergent:- “white ho to tide ho.” Vodafone essar:- “whenever you go our network follows.”
  10. 10. STEALTH ADVERTISING Stealth advertising is a method of advertising in which the consumer is often not consciously aware that she is being subjected to advertising.
  11. 11. ETHICS IN ADVERTISEMENT • 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
  12. 12. Thank you presented by sejal chouhan