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7/27/2019 social ethical issues of advertising.ppt
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Evaluating the
Social, Ethical, andEconomic Aspects of
Advertising andPromotion
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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Creates Needs andWants AmongConsumers
PromotesMaterialism,
Insecurity andGreed
Is MorePropaganda
Than Information
ProvidesInformation
Creates Jobs andHelps New FirmsEnter a Market
EncouragesA Higher Standard
Of Living
PromotesCompetition in
The Marketplace
Is MorePropaganda
Than Information
Creates Needs andWants AmongConsumers
Creates Jobs andHelps New FirmsEnter a Market
EncouragesA Higher Standard
Of Living
ProvidesInformation
Advertising and Promotion: Two Viewpoints
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Proponents Argue That
Advertising and Promotion:
Critics Argue That Advertising and
Promotion
PromotesCompetition in
The Marketplace
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Not All IssuesCan Be
Regulated
A Marketing orPromotion ActionMay Be Legal butNot Considered
Ethical
Marketers MustMake DecisionsRegarding the
Appropriatenessof Their Actions
A Marketing orPromotion ActionMay Be Legal butNot Considered
Ethical
Not All IssuesCan Be
Regulated
Ethics in Advertising and Promotion
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Ethics: Moral principles and values thatgovern the actions of and individual or group.
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The Miller Brewing Co. PromotesResponsible Drinking
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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General Mistrust of Advertising andAmong Consumers. Many Do Not
Perceive Ads As Honest or Believable
General Mistrust of Advertising andAmong Consumers. Many Do Not
Perceive Ads As Honest or Believable
Abuses Involving Sales PromotionsSuch As Contests, Sweepstakes,Premium Offers
Unethical And/or Deceptive Practices
Involving Mail Order, Telemarketing andOther Forms of Direct Marketing
Internet Scams and Abuses
Abuses Involving Sales PromotionsSuch As Contests, Sweepstakes,Premium Offers
Unethical And/or Deceptive Practices
Involving Mail Order, Telemarketing andOther Forms of Direct Marketing
Advertising and Promotion asUntruthful or Deceptive
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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Objections toAdvertising
Of Certain Products
Use of SexualAppeals And/or
Nudity
Objections toAdvertising
Of Certain Products
Use of SexualAppeals And/or
Nudity
Use of ShockAds
Advertising as Offensive or in Bad Taste
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin+
++
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Many People Found Benettons Death RowAd Campaign Offensive
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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Bijan Used Shock Advertisingto Get Attention
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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Advertising and Children
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Children's TVWatching Behavior
Children between ages2-11 watch on average21.5 hours of TV perweek and may see
22,000 commercialsper year
Television is an
important source of
information for
children about products
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They Lack theKnowledge and
Skills to CriticallyEvaluateAdvertising Claims
They CannotDifferentiate
Between Programsand Commercials
Children Must LearnThrough theSocialization
Process
Children Must LearnThrough theSocialization
Process
They CannotDifferentiate
Between Programsand Commercials
They Lack theKnowledge and
Skills to CriticallyEvaluateAdvertising Claims
Perspectives on Advertising to Children
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Need to AcquireSkills Needed
To Function in theMarketplace
Consumer Advocates Argue That
Children Are Vulnerable toAdvertising Because:
While Marketers Argue That:
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Does Advertising MakePeople Buy ThingsThey Dont Need?
Does AdvertisingEncourage Materialism?
Does AdvertisingEncourage Materialism?
Does Advertising MakePeople Buy ThingsThey Dont Need?
Social and Cultural Consequencesof Advertising
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Is Advertising JustA Reflection of Society?
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Portrayal of Women toReflect Their Changing
Role in Society
Portrayal ofWomen AsSex Objects
EthnicStereotyping/Representation
of Minorities
EthnicStereotyping/Representation
of Minorities
Portrayal ofWomen AsSex Objects
GenderStereotypingGenderStereotyping
Portrayal of Women toReflect Their Changing
Role in Society
Advertising and Stereotyping
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Portrayal ofThe Elderly
Criticisms ofAdvertising
With Regard toStereotyping
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Is This Woman Portrayed Asa Sex Object?
Does This Ad ContainCues That Are Sexually
Suggestive?
Does This Ad Present anImage of SexualSubmissiveness?
Does This Ad ContainCues That Are Sexually
Suggestive?
Is This Woman Portrayed Asa Sex Object?
What is your opinion of this ad?
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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Advertising is Used to Address Social Problems
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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Using advertising to fight the war on drugs
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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The U.S. Government Used AdvertisingTo Discourage Drug Use
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Should Drug Use Be Linked With Terrorism?
+ +
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Advertising Is the Primary Sourceof Revenue for Newspapers,Magazines, and Television andRadio Networks and Stations
Advertisers May Exert ControlOver The Media by BiasingEditorial Content, Limiting
Coverage of Certain Issues orInfluencing Program Content
The Medias Dependence onAdvertising For Revenue MakesThem Vulnerable To Control by
Advertisers
Advertising Is the Primary Sourceof Revenue for Newspapers,Magazines, and Television andRadio Networks and Stations
The Medias Dependence onAdvertising For Revenue MakesThem Vulnerable To Control by
Advertisers
Do Advertisers Control the Media?
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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They Must Report the NewsFairly and Accurately to Retain
Public Confidence
Advertisers Need the MediaMore Than the Media Need Any
One Advertiser
Advertisers Need the MediaMore Than the Media Need Any
One Advertiser
They Must Report the NewsFairly and Accurately to Retain
Public Confidence
Do Advertisers Control the media?
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
The Media Maintain SeparationBetween News and Business
Departments The Wall
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Making Consumers Aware ofProducts and Services
Providing Consumers WithInformation to Use to Make
Purchase Decisions
Providing Consumers WithInformation to Use to Make
Purchase Decisions
Making Consumers Aware ofProducts and Services
Role of Advertising in the Economy
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Encouraging Consumptionand Fostering Economic
Growth+
Th A i Ad ti i F d ti
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The American Advertising FederationPromotes the Value of Advertising
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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Effects on Consumer Choice Differentiation Brand Loyalty
Effects on product costs and prices
Advertising as an expense thatincreases the cost of products
Increased differentiation
Effects on Competition Barriers to entry Economies of scale
Effects on Consumer Choice Differentiation Brand Loyalty
Effects on Competition Barriers to entry Economies of scale
Economic Impact of Advertising
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Ad ti i H l N C tit
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Advertising Helps New CompetitorsEnter the Market
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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Do You Agree With Leo Burnett?
It must be said that withoutadvertising we would have a far
different nation, and one that
would be much the poorer-notmerely in material commodities,
but in the life of the spirit.
These excerpters are from a speech given by Leo Burnett on the American
Association or Advertising Agencies 50th anniversary, April 20,1967