The document discusses various social, ethical, and regulatory aspects of advertising. It examines how advertising educates consumers but can also be superficial. It also looks at how advertising can improve living standards but benefits some more than others. Key ethical debates around advertising include truth, targeting of children, and controversial products. The document then analyzes different types of deceptive advertising practices like price, quality, environmental claims and bait-and-switch tactics. It also discusses how advertising targets and influences teenagers using social media, insecurities and data tracking. Finally, it examines how advertising can encourage materialism and how the portrayal of women has evolved over time in advertisements.

2. Social Aspects of Advertising
• Advertising educates consumers
- Pros: Advertising informs
- Cons: Advertising is superficial
• Advertising improves living standards
- Pros: Ads lowers the cost of products
- Cons: Ads are wasteful and help only some.

3. Ethical Aspects of Advertising
Ethics are the moral standards against which
behavior is judged. Key areas of debate
regarding ethics and advertising are:
• Truth in advertising
• Advertising to children
• Advertising controversial products

4.  In today’s world of cut throat competition every
organisation is investing heavily in advertising.
Advertising is necessary to make anew product popular
in the market and to increase the sales of existing
brands.
 Advertising plays an important role in brand building
and informing public about available products.

5. Advertising as untruthful and
deceptive
• One of the major complaints against advertising
is that many ads are misleading or untruthful
and deceive consumers.
• A study by Banwari Mittal found that
consumers felt that less than one-quarter of TV
commercials are honest and believable.

6. • Sharon Shavitt, Pamela Lowery, and James Haefner
conducted a major national survey of over 1,000 adult
consumers to determine the general public's current
attitudes toward and confidence in advertising. They
found that Americans generally do not trust advertising,
although they tend to feel more confidence in advertising
claims when focused on their actual purchase decisions.
• The difficulty of determining just what constitutes
deception, along with the fact that advertisers have the
right to use puffery and make subjective claims about
their products, tends to complicate the issue. But a
concern of many critics is the extent to which advertisers
are deliberately untruthful or misleading.

7. •Many believe advertising should be primarily informative
in nature and should not be permitted to use puffery or
embellished messages. Others argue that advertisers have
the right to present the most favorable case for their
products and services and should not be restricted to just
objective, verifiable information.

8. Types Of Deceptive Advertisement
 Price Deception-
A common type of deceptive advertisement is any
commercial that gives incorrect or misleading
information regarding a product's price. The
Federal Trade Commission, which enforces laws
against deceptive advertising practices, reports that
ads must fully disclose the price that a consumer
can be expected to pay for a product and present
any discounts, sales or markdowns in an honest
way. For example, if an advertisement claims that a
product's price has been lowered 20 percent, but the
advertised product never sold at a previous higher
price, the ad may be deceptive.

9. •Bait-and-Switch-
Another common type of misleading advertisement is the bait-
and-switch. In a bait-and-switch, an advertiser makes a
particular claim about the price or availability of a product
while never intending to actually sell the product, or to sell it
for a much higher price. When customers respond to the
advertisement, the seller exploits their interest to try to market
them either a more expensive product or a different price than
was advertised. Bait-and-switch advertising is illegal,
according to the FTC, if "the first contact or interview is
secured by deception."

10. •Quality or Origin Deceptions-
While it's generally deceptive for an advertisement to mislead
consumers about price or availability, advertisements also cannot
make statements about quality or origin that cannot be
substantiated. For example, an advertisement cannot claim a
product was "made in the United States" if it was actually
manufactured in another country. Similarly, advertisements may
be deceptive if the product has defects in quality that are not fully
disclosed, or if the advertisements imply that the product may be
used for a purpose it is not adequately designed for.

11. •False Environmental Claims-
The FTC cautions businesses against the use of misleading
environmental claims. Terms like "recycled," "biodegradable,"
"compostable" or "environmentally friendly" should be
substantiated by "competent and reliable scientific evidence,"
according to the FTC. These claims are sometimes deceptive
even if some part of the product carries an environmental
attribute but major components do not. For example, it is
deceptive for a box of foil to be advertised as recyclable even
though the foil itself is not. The foil is considered a major
component of the product, so the advertiser should clearly
disclose that only the box is recyclable.

12. Advertising and children
• The bribe: you get a free toy when you buy a
product and you’re encouraged to collect them all –
for example, toys packaged with takeaway meals
and small toys in cereal packets.
• The game: you can play a game and win a prize if
you buy a product.
• The big claim or promise: a product tastes
excellent, or it’s the best in the world. Or a product
will bring you fun and excitement and make your
life better – for example, you’ll have more friends
or be able to run faster.

13. •The super-person: popular or famous people promote a product
to make you think you can be just like them if you have the product
too.
•The cartoon character: a cartoon character you know and like
tells you about a product to make it more attractive.
•The special effects: filming tricks like close-ups, soft lighting and
artificial sets make a product look larger or better than it really is.
•The repeat: showing the same thing over and over makes you
remember and recognize a product.
•The music: catchy tunes or popular songs make you like an
advertisement – and the product it advertises – more.
•The joke: laughing makes you like an advertisement – and the
product it advertises – more.
•The story: the advertisement tells an interesting story so you want
to keep watching.

14. Teenagers and Advertisment
Teens are one of the most important demographics
for marketers. Their brand preferences are still
gelling, they have money to spend, and they exert a
strong influence on their parents' spending (even on
big-ticket items such as cars). Because 25 percent
of teens access the Internet through mobile devices,
companies are targeting them where they hang out:
in apps, in games, and on websites that stream
music and video and offer other downloadable
content.

15. Teen-focused brands use a combination of traditional marketing
techniques and new communication methods to influence product
preferences. Here are three key approaches:
•Exploiting insecurities:
Brands appealing to teens take advantage of their particular
vulnerabilities: the desire to fit in, to be perceived as attractive, and to
not be a huge dork. Teens are extremely attuned to their place in the peer
hierarchy, and advertising acts as a kind of "super peer" in guiding them
toward what's cool and what's acceptable. Both teen boys and girls
are highly susceptible to messages around body image, and marketers
use this to their advantage.
•Tracking data:
Once kids turn 13, companies have little restrictions over marketing to
them and collecting their data. The information they collect isn't
personally identifiable -- it's far more valuable.

16. Tracking teens' digital trails helps companies precisely determine their
tastes, interests, purchase histories, preferences, and even their locations
so they can market products to them or sell that data to other companies.
Talk to teens about using privacy settings and understanding what
information they're unwittingly giving to companies.
•Using peer influence on social media:
Advertisers actively enlist teen followers on social media to market
products. You can find this in online stores such as J. Crew's, where you
can share items you like with friends. Many brands encourage teens to
broadcast their interactions with brands (such as uploading pics of
themselves with a particular purse, drink, or outfit). These techniques
reinforce the idea that brands "make" the person, and it's essential to help
teens realize that their self-worth is not determined by what they own (or
don't own).

17. Advertising encourages
materialism
Materialism means placing more importance on
material interests rather than love, freedom and
intellectual pursuits. Many critics argue that
advertising encourages materialism. In today’s
society material products are possessed to achieve
non-material goals. Advertisements create false
images of a good life where gifting a diamond is
the only expression of love, having the most
luxurious car is the sole path to happiness and self-
attainment and getting a job abroad means ultimate
success. The advertisements portray products and
services as symbols of status, success, popularity
and achievement. Advertisements of automobiles,
diamond jewelry, and expensive mobile phones all
encourage materialism in consumers.

18. For example: The people usually buy jewelry on special occasions like
marriage or on festivals. The ad seems to suggest an unusual occasion,
where diamond studded platinum ring can be gifted. It may create a
feeling among consumers that one should give precious gifts on such
unusual occasions too.
The other example of materialism was the tag line used by Onida for its
electronic line of products in 1980’s and early 1990’s, which goes like
this, “Neighbor’s Envy, Owner’s Pride”. During that time the need to show
off and to establish self-esteem in society was very much in. Color TV
was considered a part of elite lifestyle. Therefore the ad may have been
targeted to give an impression to the consumers that the possession of
these electronic products is important to feel proud in staying ahead of
neighbors and making them jealous.
Sometimes, buyers are lured to buy the product coming with attractive
schemes, but later, they realize that they are not in position to pay the
installments, which leads to frustration and loss of peace of mind. It
prompts people to replace existing products with the new and improved
products much before the end of their useful economic life.

19. Advertising and women
Women have many roles to play in her lifetime, some
of them, and also the most important ones, being a
mother, a wife, a daughter etc.
Women, in the old times, were used in
advertisements to portray delicacy and tenderness.
Even in the movies, they were portrayed to be
delicate and very soft by heart so they were basically
included in the advertisement of brands of washing
powders, talcum powders etc. For example, Nirma, a
famous Indian brand of washing powder, has been
including only women in their advertisements since
its advent, as in India an ideal women is considered
to do all household work, including washing clothes.

20. With time, home-makers i.e. women started being included in the
advertisement of the brands of household appliances, utensils, feminine
talcum powders etc. Hawkins, the brand of Indian pressure cooker has been
portraying women as a mother as well as a wife in its commercials. As the
food cooked by a mother is considered to be the tastiest food in Indian
society, and when the mother is unable to do so, the wife gets into the role.
Today, women are not just a symbol of delicacy and tenderness; they
portray sensuous as well as strong roles on the television. Women are also
used to increase glamour in the advertisements. Brands like Axe and
Addiction (Deodorants) include women in their commercials to make their
commercials sensational and tempting. Women get attracted to the
masculine fragrances in these ads, so these ads appear quite appealing to the
youth.
Next, women are also seen in the ads of scooties and cars, sometimes to
increase the glamour and sometimes to portray girl-power.
Pleasure, an Indian scooty brand has its tagline as ‘Why should boys have
all the fun!’ Here women are used to show that they are no less than men.
Upon the dawn of enlightenment, women have come to play strong roles in
advertisements and not just objects of desire.

21. Women can also be seen in the ads of condoms, attracting men
towards themselves. In telling about the significance of using
protection, the advertisers serve a dual purpose — glamour and
deliverance of a crucial message!
Women can be seen in almost all type of ads today, be it feminine,
be it strong, be it delicate: they fit into all kind of roles and possess
the potential to portray in perfectly!
All in all, it’s safe to say that the world of advertisement is
incomplete without women!

22. Presented by:
 Anjali Soni
 Bhawana Natani
 Chesta Soni
 Ishita Godha
 Navneet Pareek
 Pratibha Singh