This document discusses arguments around the impacts of advertising. It notes that media outlets rely heavily on advertising revenues but that this gives advertisers power over content. While ads can stimulate product innovation and competition, they can also encourage materialism and stereotyping. The document examines issues around truth, deception and stereotypes in advertising. It outlines regulatory bodies and codes of conduct for advertising in South Africa. There is a growing number of complaints about misleading claims or offensive ads. The conclusion suggests that without regulation, advertising could have increasingly negative social and cultural effects over time.

1. “50 shades of grey”
in advertising

2. No, this is not the shortest
lecture ever given.

3. Is advertising good?
Or is it harmful?

4. the arguments
TV & radio gets almost
all their income from
ads.
Magazines & newspapers
get nearly 70 % of their
income from ads.
Media & economy
become dependent on
ads for money.
This puts the power
over the content of ads
into the hands of
advertisers.

5. Higher product demand
leads to higher prices.
Expensive campaigns are
paid for by increased
prices.
Increases product
differentiation in
consumers'’ minds.
Ads stimulate
product innovation.
A competitive market
forces the prices
down.
Ads provide information
& stimulate demand.
costs & prices

6. “If I were to name the deadliest subversive force within capitalism, the single
greatest source of its waning morality – I would without hesitation
name advertising. How else should one identify a
force that debases language, drains
thought, and undoes dignity?”
- Robert Heilbroner -
Social & cultural implications
Ads encourage materialism.
Ads encourage consumers to buy
things they do not really need.
Ads stereotype.

7. Tell the truth.

8. “Men wanted for hazardous journey. Small
wages, bitter cold, long months of
complete darkness, constant danger, safe
return doubtful. Honor and recognition in
case of success. Ernest Shackleton."

9. Tell the truth.
But not the whole truth.

10. Is this the truth?

11. Is this the truth?
FNB

12. Is this the truth?

13. 2.1
Is this the truth?

14. What about stereotypes?

18. Killing me softly?

21. Who makes the rules?
What’s the implication?

22. Advertising Standards Authority
Suid Africa’s independent body
to handle all complaints.
www.asasa.org

23. Code of Advertising Conduct

24. The number of complaints has doubled
in the last 10 years.
Only 20% warrants investigation.

25. Broadcasting Complaints Commission
www.bccsa.co.za
Handles complaints regarding TV
and radio content in South Africa.

26. Code of Advertising Conduct
Animals and Advertising Furniture Advertising
Children and Young People Guarantee
Discrimination Honesty
Educational courses Training courses
Fear Illegal activities
Financial Advertising Misleading claims
Free Offers Money-back undertaking
Offensive advertising Non-availability of advertised products
Privacy Self-employment opportunities
Safety Selling without express consent
Substantial Claims Violence

27. Before the times of regulation.

28. What do you think?

31. What do you think?

32. What do you think?

33. What do you think?

34. What do you think?

35. What do you think?

36. What do you think?

37. What do you think?

38. Competitive advertising.

39. Tabacco Adverts

40. In South Africa, the alcohol industry is
heading the same way as the tobacco
industry.
Tabacco ads are banned.
So this is what the alcohol industry did:

43. “In 10 years' time, we will still
have all the problems but no
ad industry.”
Chris Moerdyk