53264724 Unethical Practices in Advertising

8/2/2019 53264724 Unethical Practices in Advertising

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UNETHICAL PRACTICES

IN ADVERTISING

Devanand

John Vincent

Madhu

Vamsi

Pavan

Kumar

Sankeerth

Srikanth

Uma



INTRODUCTION

Definition of Advertising –

Advertising is a form of communication intended

to persuade an audience (viewers, readers or listeners) to

purchase or take some action upon products, ideas, or

services. It includes the name of a product or service andhow that product or service could benefit the consumer, to

persuade a target market to purchase or to consume that

particular brand. These messages are usually paid for by

sponsors and viewed via various media. Advertising canalso serve to communicate an idea to a large number of

people in an attempt to convince them to take a certain

action.



MARKETING ETHICS

Marketing ethics is the area of applied

ethics which deals with the moral

principles behind the operation andregulation of marketing.



TYPES OF UNETHICAL ADVERTISEMENT

False Advertising

Advertising to ChildrenShock Advertising

Comparative Advertising



CHILDREN IN

ADVERTISING



National Legislation and Advertising

Standards has given the following definition –

“Advertising to children is the act

of marketing or advertising products orservices to children.”

Unethical use of children in Advertisements



CHILDREN’S ABILITIES

Pester power-children’s ability to

nag their parents tobuy items which theymay not otherwisebuy.

Today’s childrenhave moreautonomy andpower in decisionmaking within thefamily. They arevocal about what

they want theirparents to buy.



The baby is a new born baby and doesn’t even know anything

about these brands and companies whose logo and names is

been painted on it.





This picture depicts that

company’s didn’t even leave

school buses and turnedthem also into a commercial

billboard.



SHOCKADVERTISING



Vulgarity in Advertisement

Shock advertising or Shockvertising is a type

of advertising generally regarded as one that

“deliberately, rather than inadvertently, startles and

offends its audience by violating norms for socialvalues and personal ideals.”

It is the employment in advertising or public

relations of "graphic imagery and blunt slogans tohighlight" a public policy issue, goods, or services.



This ad of Dolce & Gabbana

features a woman in a lewd

manner, an example of Shock

Advertising.



WOMEN POSITIONING IN

ADVERTISEMENT

Projects an unrealistic ideal of the feminine form.

Filtering of advertisement through male lens.

Advertisement creating female insecurities.

Advertising negatively objectifies women.





False Claim Advertisement



False advertising or deceptive advertising is

the use of false or misleading statements

in advertising.



False/deceptive advertising

False advertising or deceptive advertising is the use of

false or misleading statements in advertising.

False advertising is illegal in most countries. However,

advertisers still find ways to deceive consumers in waysthat are not illegal.

Types of deceptive advertising includes

Price based deception

Surrogate advertising

False efficiency suggestions

Other methods





This ad shows three types of cakes with cream

filling, claiming to be limited to only 100

calories per pack. A false claim by themanufacturer - Hostess





PRICE BASED DECEPTION

Service providers often tack on the fees and surcharges that are

not disclosed to the customer in the advertised price. One of

the most common is for activation of services such as mobile

phones.

In most cases, the fees are hidden in fine print.

Hidden fees are frequently used in airline and air travel

advertising



SURROGATE ADVERTISING

In India, due to severe restrictions on advertising certain

products like alcohol, tobacco products and medicines ,a whole

genre of surrogate advertising has emerged.

In such advertising, a brand is endorsed using a productdifferent from the actual product being promoted.

example : the advertisements of Bagpiper Soda. This

advertisement was held to be a surrogate advertisement for

Bagpiper whiskey



FALSE EFFICIENCY

FMCG companies like Hindustan Unilever, Nestleand Parle Agro have been made to withdraw the TVcommercials they aired during the quarter from Aprilto June, by the Advertising Standards Council of India (ASCI).

HUL was pulled up for its Dove Treatment shampooswith false efficacy suggestions, Nestle Maggi

Ketchup’s claims of being healthy was found to bemisleading, and Parle’s LMN lemon brand was saidto be racist in nature.



COMPARITIVE ADVERTISING



Comparative advertising is an

advertisement in which a particular product,or service, specifically mentions a

competitor by name for the express purpose

of showing why the competitor is inferior to

the product naming it.



This ad portrays the ongoing battle

between PepsiCo and The Coca-

Cola Company.

The ad shows excessive usage of thePepsi vending machine and no use

of the Coca-Cola vending machine.

This is a typical example of

Comparative Advertising.







CONCLUSION

Reputable companies and advertising agenciesavoid telling lies. They realize the cost of beingcaught. A dent in trust can prove to be muchcostlier than the failure of an ad campaign or for

that matter, even a brand. The challenge beforeadvertisers and agencies is to ensure that adsreflect our values. We must endeavor to see that"advertising" does not remain a dirty word.

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53264724 Unethical Practices in Advertising