a study of ethical and legal aspects of advertising

1. ETHICAL & LEGAL
ASPECTS OF
ADVERTISEMENT
I N T E G R AT E D M A R K E T I N G C O M M U N I C AT I O N

2. GROUP 2
BINTO DEV
GISHNU SABU
JAINA MARY JOSEPH
JAISIL P AZEEZ

3. ADVERTISING
The activity or profession of producing
information for promoting the sale of
commercial products or services

4. BY
• Newspapers
• Magazines
• Radio and television broadcasts
• Films
• Stage shows
• Websites
• Billboards
• Posters
• Wall paintings
• Flyers

5. ADVERTISING IN THE ADVERTISING
COMMUNICATION PROCESS THERE
ARE FIVE KEY PLAYERS:
• The Advertisers
• The Advertising Agencies
• The Media
• supplier
• The Consumers

6. ETHICAL AND MORAL
PRINCIPLES OF ADVERTISEMENT
1. Truthfulness in Advertising
2. The Dignity of the Human Person
3. Advertising and Social Responsibility

7. 1. TRUTHFULNESS IN
ADVERTISING
Never directly intend to deceive
Never use simply untrue advertising
Do not distort the truth by implying things
that are not so or withholding relevant facts

9. 2. THE DIGNITY OF THE HUMAN
PERSON
Do not exploit our "lower inclinations" to
compromise our capacity to reflect or decide
either through its content or through its
impact: using appeals to lust, vanity, envy and
greed, and other human weakness.
Give special care to the weak and vulnerable:
children, young people, the elderly, the poor,
and the culturally disadvantaged

11. 3. ADVERTISING AND SOCIAL
RESPONSIBILITY
Example: Concern for the ecology—advertising
should not favour a lavish lifestyle which
wastes resources and despoils the environment
Introduction Ethics in Advertising Laws &
Regulations

14. GOOD ADVERTISEMENTS

15. ETHICAL ISSUES

16. 1.PUFFERY
Exaggerated by legal claims (Hallmark
cards)

17. 2.STEREOTYPING

18. 3.STEALTH ADVERTISING
Promotional messages embedded in a story line but not
explicitely presented as advertising

19. 4.ADVERTISING TO CHILDREN
Controversial products (alcohol, tobacco, gambling)

20. 5.GRATUITOUS SEXUAL CONTENT
Using nudity, sexual imagery, and sex appeal, both explicitely and
by innuendo, for the purpose of attracting attention, despite little
or no inherent sexual aspects of the product/service/idea being
advertised

21. 6.NEGATIVE CONTENT
Guilt appeal, humor appeal, fear appeal

22. UNETHICAL ADVERTISEMENTS

24. LEGAL ISSUES

25. The government in each country has to make sure that
advertisements appearing do not flaunt of there rules
&regulations.
It should not:-
Show anti-national feelings
Contain misleading information about the product
Violate government rules

29. Thank you