Advertisment and It's role in society

1. Advertising and
Society
Chapter 2
Advertising

2. Advertising’s Social Role
• Demand creation
• Increased cost of branded products
• Shaping and Mirroring society:
• Influencing group (children and early
teens)
• Power to shape social trends
• Cumulative effects of non stop TV
commercials

3. Trademark and Copyright
protection
• Trademark: Protection of brand, corporate, or
store name or a distinctive symbol that
identifies the seller’s brand and thus
differentiates it from other brands.
• Audio Trademark
• URL Trademark
A trademark is a word, phrase, symbol, and/or design
that identifies and distinguishes the source of the
goods of one party from those of others. A service
mark is a word, phrase, symbol, and/or design that
identifies and distinguishes the source of a service
rather than goods.

4. Trademark

5. Intellectual Property
• The term "intellectual property" broadly refers to
ideas and concepts that are unique and potentially
valuable, such as an invention or a work of fiction,
and the determination of who (or which entity) owns
these ideas or concepts.
• There are three distinct types of intellectual property:
1: Patents
2: Trademarks
3: Copyrights

6. Copyrights & Trademark & Patents
• The Difference Between Copyright and Trademark.
While both offer intellectual property protection,
they protect different types of assets.
• Copyright: is geared toward literary and artistic
works, such as books and videos.
• Trademark: protects items that help define a
company brand, such as its logo.
• Patents: inventing something new, and it prevents
others from making or selling an invention.

7. Copyrights
• Copyrights are the right pertains to any form of
idea, information and it gives exclusive right to
organization to use or reproduce original work e.g.
Advertisement, package design, for a period of
time.
• Common design or symbol or any intellect work
cannot be copyrighted.
• The exclusive right to make copies, license, and
otherwise exploit a literary, musical, or artistic
work, whether printed, audio

8. Copyrights..

9. Copyrights..

10. Pakistan Advertiser’s
Society
• Pakistan Advertisers Society (PAS) collectively speaks
for the common interest of the advertisers and is
representative of 80% of the ad-spend of Pakistan
• Chartered in 1996, PAS is governed by a board of
Council Members and directed by an Executive
Director. The prime objective of PAS is to ‘empower its
members’ in dealing with the government, advertising
agencies, media and other organizations integral to
the advertising industry. It believes in promoting the
spirit of mutual-support for mutual-benefit among its
members.

11. Scope of PAS
The scope of the code of conduct initially covers:
• a) Truth, honesty and integrity of advertising and the
use of advertising copy.
• b) A yearly development plan should also be provided
for, whereby additional topics would be added to the
code of conduct, examples would be:
• Plagiarism
• commerciality / handling of political advertising/consumer
complaints.

12. Media Buying Houses
• is responsible for purchasing ad space and time for running
advertisements.
• A Media Buying House (MBH) is an independent legal entity
registered with Registrar of Joint Stock Companies as a
company having a separate registered office. Its core business
will be that of planning, negotiating, buying and releasing
advertising for a client of an accredited advertising agency. It
can also provide services to a foreign client that has no direct
operational establishment (subsidiary, branch office or
franchisee) in Pakistan.
• An MBH may either be an independent company, a wholly
owned subsidiary, or an affiliate of a known and existing
national/international agency group. A department/division
within an agency setup may perform functions similar to an
MBH, but shall not be considered an MBH.

13. Self Regulation
• Establish individual ethical standards
• Self discipline
• In house ad review
• Review by agency and client attorneys (claims and
words)
• Industry self regulations
• Customer and competitive complaints

14. Advertising Ethics
• Create sense of responsible behavior
• Analyze ethical questions an dilemmas
1. Poor taste and offensive advertising
1. Sensitivity of product category
2. Time of message received
3. Resort ad: “the hill may dominate you. But the town will
still be your bitch” distasteful
4. Sex in advertising

15. Advertising Ethics…
2. Reinforce stereotypes:
• Representation of a cultural group that
emphasizes a trait or group of traits that may or
may not communicate an accurate
representation of the group
• Stereotypes creates problem when women are
stereotypes as sex object
• Diversity issues
• Gender roles
• Racial and ethnic stereotypes “Just for Feet”

16. 3. Body Image and Self Image:
• Glorifying glamorous look in both male and female.
• Playing with consumers’ insecurities
• Self-image : an ethical dilemma
• “thin ideal” and eating disorder
4. Targeting Children:
• Children’s inability to evaluate advertising messages and
make purchase decision
• Limiting duration of ads in a program and duration of
children program in week.
• Targeting specific sub group youth or children.
Advertising Ethics…

17. 5. Misleading Claims and other message strategies:
• Manipulative advertising: create demand and emotions
• Subliminal advertising
• Puffery: advertising or sales representation which praise
the item to be sold with opinion and exaggerated vaguely
generally stating no specific fact:
• Puffing is legal but not ethical
• i.e. “World's best coffee” and “Number #1 Pizza”
• Comparative advertising:
• Endorsement and testimonials
Advertising Ethics…

18. 6. Advertising controversial products:
• Unhealthy or dangerous products
• Tobacco
• Alcohol
• Prescription drugs
Advertising Ethics…

19. Controversial products in
Pakistan
• Alcohol
• Cigarette
• Condom
• Female contraceptive
• Male and female undergarments
• Aids test, pregnancy test

20. End of the Chapter
Thanks
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