advertising basics. Dos

1. ADVERTISING RIGHTS &
ADVERTISING WRONGS:
Presented by:
Parij Pran Borgohain
Prateeksha Darabdhara
Sanmita Acharjee

2. 2) “WE WANT CONSUMERS TO SAY, ‘THAT’S A HELL OF A PRODUCT’
INSTEAD OF, ‘THAT’S A HELL OF AN AD”
-LEO BURNETT
Advertising:
It is a non-personal, paid, persuasive communication of
information about products, services or ideas by identified
sponsors through various media.
Ethics:
‘It is the feeling that has to do with what I feel is right or wrong’
‘It has to do with my religious beliefs and what the society
accepts and the LAW Requires.

3. 3) BASIC PRINCIPLES OF ADVERTISING:
Decency
Honesty
Social Responsibility
Truthful Presentation
Comparisons
Imitation
Safety and health
Avoidance of harm
Environmental Behaviour.

4. 4) UNETHICAL ISSUES IN ADVERTISING
 Surrogate Advertising
 Puffery
 Exaggeration
 Unverified claims
 Women stereotyping
 Women used as sex symbols
 Comparative advertisements
 Use of children in advertising

5. 5)EXAGGERATION / PUFFERY
:

6. 6)

7. 7) WOMEN AS SEX SYMBOL:

8. 8) STEREOTYPING:

9. 9)PLACEMENT OF PRODUCTS:

10. 10) THE GAZE THEORY:
 Gaze can be defined as the way people look at
subjects or objects in a given text.
 Two forms of gaze:-
The Male Gaze
The Female Gaze

11. 11) CONTD…
 The Male Gaze
The whole idea of male gaze was given by
Laura Mulvey. Women are always portrayed as the
object of gaze. Here, men are the default targeted
audience.
 The Female Gaze
The female gaze is similar to the male gaze. It
deals with how women look at men. Woman would be
objectifying the man to the subject of their desires
and pleasures of looking.

12. 12) CONTD…

13. 13) SURROGATE ADS:
 It is one in which a product different from the main
product is advertised with the same brand name.
The main purpose is to increase the sales of the
main product.

14. 14)CONTD…
 It started in Britain. When housewives started
protesting against liquor advertisements.
 This form of advertising is used to promote liquor
and tobacco products which is otherwise banned in
India since 1995.
 However, such kind of advertisement are not
banned, because the government generates
revenue in the form of taxes from these companies.

15. 15)REGULATION IN ADVERTISEMENTS:
 The Regulatory Bodies are:-
 Advertising Standards Council of India (ASCI)
 Federal Trade Commission for United States
 Advertising Standards Authority for UK
 Advertising Standards Authority for South Africa

16. 16) EXAMPLES OF REGULATIONS
1.Axe ad
Complaints- the visuals were indecent and likely to cause
widespread offence
Result- Ad was modified by deleting a few scenes
2.Bajaj Pulsar ad
Complaints- the stunts shown were highly dangerous without having
any safety regard
Result-Ad was modified with a clear disclaimer at the beginning
3.Big Bazaar ad
Complaints-The tag line ‘Isse sasta aur acha kahin nahi’ was tagged
misleading
Results- The advertisers provided comparative bills of BB and other
stores and showed that on a basket of comodities,they are cheaper.
As a result no changes were made.

17.  Although there are no definite rules for
advertisements yet there are certain codes and
Acts advertisers need to follow.
The Constitution of India
oConsumer Protection Act 1986
o The Drugs and Cosmetic Act, 1940.
17) CONTD…….

18. 18) CONCLUSION:
 In advertisements, it is hard to define what is ethical
and what is not. That does not mean that we stand
for anything that do not follow the minimum
standards of decency.
 It is true that what is bad for me may not be bad
for another person, but good is good for everyone.
 What matters in the end is the memory of the
product and not it’s advertisement.