This document discusses advertising ethics and social responsibility. It begins with definitions of advertising and objectives. It then discusses influences on ethical behavior in advertising such as family, experiences and peer groups. It also outlines some common advertising strategies and features of advertising ethics. The document provides a framework for analyzing advertising ethics and discusses the purpose and benefits of advertising. It concludes with sections on ethical and moral principles, social responsibility and responsibility in advertising, and provides a bibliography.

1. ‘ADVERTISING ETHICS
AND SOCIAL
RESPONSIBILITY’

2. „B.L. AMLANI COLLEGE OF COMMERCE &
ECONOMICS‟
MA MANEKBEN R. NATHWANI COLLEGE OF ARTS
BUSINESS ETHICS
“ADVERTISING ETHICS AND SOCIAL
RESPONSIBILITY”

3. PRESESENTED TO: PROF.
BY:
RUKHSAR KHAN
SHEHWAR KHAN
SHRUTI LAMBA

4. SR.NO CONTENTS
1 Definition of Advertisement
2 Objectives
3 Ethical Behaviour
4 Codes of Ethics
5 Influences on Ethical Behaviour
6 Advertising Strategies
7 Features of Advertising Ethics
8 Frame work of Advertising Ethics
9 Purpose
10 Benefits of Advertising
11 Ethical an Moral Principles
12 Social Responsibility
13 Social Responsibility in Advertising
15 Bibliography

5. Definition of Advertisement
“Advertising has been described as a mode of
communication designed with the attempt to
convince people to begin or increase the use
of a product or service.”

6. OBJECTIVES
• Should educate the customer about the
product, process, services offered etc.,
• It should help in identifying new customers,
retaining existing customer and fulfilling the
wants, needs and desires .
• Business enhancement & entering into new
demographics.
• It should be healthy, competitive & enjoy the
fruit of business.

7. What is Ethical Behaviour?
Ethics:
standards or moral values that dictate
what is right and wrong
culturally based
formed upon society’s expectations
vary by person, and by situation
As per business firms, ethics is the study of
good and evil, Right and wrong and just and
unjust actions of businessmen.
Business ethics is a form of applied ethics
that examines ethical principles and moral or
ethical problems that arise in a business
environment. It applies to all aspects of
business conduct and is relevant to the
conduct of individuals and business
organizations as a whole..

8. ADVERTISING ETHICS:
Ø It is an applied philosophical analysis of the nature of
advertising in general and of specific ethical issues that arise
in advertising.
Ø Includes case studies and refers to current professional
codes
and practices in the Advertising Industry and contemporary et
hical theory.
Ø The values that govern the actions of and individual or
group. Not all issues can be regulated. A marketing or
promotion action may be legal but not considered ethical.
Marketers must make decisions regarding the appropriateness
of their actions.

9. 3-9
Influences on Ethical Behaviour
Family Experiences
Personal Code of
Ethics
Peer
Group

10. Advertising Strategies
• Celebrity endorsements
• Product comparison
• Price comparison
• Selling a dream or lifestyle
• Selling with sex
• Selling sentiment

11. FEATURES OF ADVERTISING ETHICS
A systematic and structured applied philosophical analysis of
the nature of advertising.
• An identification and evaluation of specific ethical issues
•Provides students with a text that is theoretically
sophisticated but practical at the same time.
Comprehensive coverage of the ethics of advertising.
•Gives students knowledge of moral philosophy and
professional and practical ethics as well as knowledge and
experience of advertising practice.
A rational and ethical decision-making model for identifying
and evaluating ethical problems in advertising.
•Encourages more ethical advertising thinking and practice
by giving students a better understanding of advertising
ethics specifically, and ethics more generally.

12. FRAMEWORK OF ADVERTISING
ETHICS
• Value- oriented framework
- honesty ,privacy, transparency
• Stakeholder-oriented framework
- consumers ,competitors, society
• Process-oriented framework
-research ,price ,promotion ,placement.

13. PURPOSE
• To protect consumers from economic or
physical harm
• Introduction of something new ,or of some
valuable improvement to an existing service
or product

14. BENEFITS OF ADVTG ETHICS
• Communication
• To make market competitive
• Product differentiation

15. ETHICAL AND MORAL PRINCIPLES
Ø If the media are to be correctly employed, it is essential that all who use them
know the principles of the moral order and apply them faithfully in this domain.
Ø The media of social communications have two options, and only two. Either
they help human persons to grow in their understanding and practice of what is
true and good, or they are destructive forces in conflict with human well being.
That is entirely true of advertising.
Ø Those who commission, prepare or disseminate advertising — are morally
responsible for what they seek to move people to do; and this is a responsibility
also shared by publishers, broadcasting executives, and others in the
communications world.
Ø Those who give commercial or political endorsements, to the extent that they
are involved in the advertising process.

16. Ø It is morally wrong to use manipulative, exploitative, corrupt
and corrupting methods of persuasion and motivation.
Ø The techniques involved here include showing certain
products or forms of behaviour in superficially glamorous
settings associated with superficially glamorous people; in
extreme cases, it may even involve the use of subliminal
messages.

18. Social responsibility is an ethical ideology or theory that an entity, be it
an organization or individual, has an obligation to act to benefit society
at large. Social responsibility is a duty every individual or organization
has to perform so as to maintain a balance between the economy and
the ecosystem. A trade-off always[ exists between economic
development, in the material sense, and the welfare of the society and
environment. Social responsibility means sustaining the equilibrium
between the two.
This responsibility can be passive, by avoiding engaging in socially
harmful acts, or active, by performing activities that directly advance
social goals

19. Social Responsibility in Advertising
Many corporations strive to appeal to
audiences in any way that works within the
limits of the law. Some corporations and
advertisement agencies feel this is justified.
However, other corporations and audiences
feel advertisers should have a deeper sense
of social responsibility, developing their
own sets of ethics that take into
consideration the values of their society.
Many questions about social responsibility
in advertising don't have a clear answer,
but depend on the beliefs of the corporation
and its audience

20. Difference Between an Advertiser's Ethics &
Social Responsibility
It would be unethical to advertise an
inappropriate home as perfect for
someone.
Some cynics would say advertising
ethics do not exist, but the truth is that
advertisers are quite serious about
being ethical. To most, this means being
as honest and truthful as possible.
Social responsibility refers to doing the
right thing for society. A socially
responsible advertiser thinks about the
consequences of its advertising on
society, and often donates advertising
dollars for causes that benefit society.

21. BIBLIOGRAPHY
www.wikipedia.com
www.google.com
Business Ethics text book
Newspapers
Magazines