Mcom 341-4 Ethics, Responsibility

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Mcom 341-4 Ethics, Responsibility

  1. 1. Advertising: Ethics & Social Responsibility<br />
  2. 2. Class Objectives<br />Debate the validity of the various social criticisms of advertising<br />Explain the difference between social responsibility and ethics in advertising<br />
  3. 3. Society and Ethics: Effects of Advertising<br />Ethical advertising can . . . <br /><ul><li>inform consumers of product availability
  4. 4. imbue products with personality
  5. 5. create jobs & improve standards of living
  6. 6. Inspire and mobilize consumers around issues & non-profits
  7. 7. foster the free press</li></li></ul><li>Society and Ethics:Effects of Advertising<br />On the other hand, advertising can:<br /><ul><li>be dangerous if misleading
  8. 8. promote unhealthy products
  9. 9. encourage conformity
  10. 10. glorify conspicuous consumption
  11. 11. target vulnerable markets</li></li></ul><li>Responsibleadvertising<br />can . . . <br />Promoteharmony &stability<br />Promotewell-being<br />Influence<br />elections<br />Draw<br />crowds toevents<br />Social Responsibility and Ethics<br />Ethicalmorally<br />right<br />Socially Responsiblewhat society views <br />as best<br />
  12. 12. Social Impact:Two Types of Criticism<br />Short-term manipulative arguments<br />Deception<br />Subliminal myth<br />Long-term macro arguments<br />Impacts values<br />Proliferation<br />Stereotyping<br />Offensive<br />
  13. 13. False Advertising<br />Laws protect against deceptive practices, like:<br /><ul><li>False Promises
  14. 14. Incomplete Description
  15. 15. False and Misleading Comparisons
  16. 16. Bait-and-Switch Offers
  17. 17. Visual Distortions / False Demonstrations
  18. 18. False Testimonials
  19. 19. Partial Disclosure
  20. 20. Small-Print Qualifications</li></li></ul><li>Deception<br />Source: Advertising & Society Review, E-ISSN 1154-7311, Unit 13<br />
  21. 21. Puffery vs. Deception<br />Source: Advertolog.com<br />
  22. 22. Subliminal(?) Ads<br />Source: Advertising & Society Review, E-ISSN 1154-7311, Unit 13<br />
  23. 23. The Proliferation of Advertising<br />Average person views 500 to 1000 commercial messages per day<br />The more ads a consumer views, the less effective each one is<br />More media choices equals more exposure to ads<br />
  24. 24. Impacts Values<br />Source: Cinema Retro, cinemaretro.com<br />Source: forums.fashionspot.com<br />
  25. 25. Impacts Values<br />Source: neurosoftware.ro<br />Source: MSNBC, msnbc.com<br />Source: adsofthepast.com<br />
  26. 26. Impacts Values<br />E. Leclercaddresses the issue of pollution in its ads<br />
  27. 27. Offensive Advertising<br />Source: Playcircuit.com<br />Source: trendhunter.com<br />
  28. 28. Advertising on the Offensive<br />Source: fahad.com<br />Source: blog.journeygirl.org<br />
  29. 29. Stereotypes<br />Source: Advertising & Society Review, E-ISSN 1154-7311, Unit 13<br />

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