The document analyzes and compares three television commercials in Pakistan - Slice, Kauser Canola Oil, and Surf Excel. It finds that the Slice and Kauser commercials contain unethical elements like exploiting consumer vulnerabilities, using deceptive claims, and stereotyping. However, the Surf Excel commercial advocates ethical cultural values like social responsibility, helping others, and respecting elders without false product perceptions.

1. Group Members Hamid Hussain Muhammad Emmad Nadeem Hammad Ilyas Abul Hasan Salis Khan Bhatti (Group Leader)

2. International Unethical TVC Slice Unethical issues

3. International Unethical TVC Slice Link Click Here to Watch Commercial http://www.youtube.com/watch?v=3ZxYSSl3zIE

4. Unethical issues Id advertising Deviant advertising Slangs

5. Unethical issues Failure to describe the product or product benefits A un-ethical name for the product Deviant tagline

6. Kauser Canola Oil Click Here to Watch Commercial http://www.youtube.com/watch?v=MwkgbR2DQhc

7. Kauser Canola Oil The Ad forces or takes undue advantage of a consumer through fear or stress, Exercising negative influence on the mind of the consumer. Ridiculing the consumer’s weakness or physical appearance by making fun of them.

8. Kauser Canola Oil Depriving consumer of options and alternatives. Stereotype image of Chubby individual in the sense that they are dumb and fool Lack of honesty and truthfulness reflects in their advertisement

9. Deceptive marketing Claiming 100% pure???? Canola oil also appears to have a very good fat composition, it contains 55% fatty acid. NO OIL IS 100% CHOLESTEROL FREE

10. Product Targeting the vulnerable and helpless consumer. Portray images of flavorsome Foods which are highly caloric. Unproductive approach of advertisement Reaching Your Target Audience your marketing message should emphasize stability, potentiality and reliability

11. Strategy sadistic Sense of Humor The Dignity of the Human Person nonconformity with high moral standards Failure to conform to accepted standards of behavior by using different types of fallacious thinking unproductive approach of brand awareness, recognition

12. Surf Excel (Ethical Commercial) Click Here to Watch Commercial http://www.youtube.com/watch?v=rIH5MnT6hgo

13. Get clean with Surf Excel Surf Excel Surf Excel is the oldest detergent brand to be present in Pakistan since 1960. We have always believed that dirt is a valuable way to enrich our lives, both young and old. To ensure that everyone, anywhere in the country, can share in this initiative, we're investing heavily in developing a range that suits the pockets of all income groups. This has included launching affordable skus that not only offer the top-clean advantages of Surf Excel, but also reduce the time, physical effort and amount of water needed to wash clothes by hand. New Surf Excel's powerfull "Blue Energy", effectively penetrates and even removes tough stains hidden int the 10 most stain prone areas.

14. Surf Excel Surf Excel has a strong and long standing commitment to communities, to creativity and to education. Through this competition, Surf Excel aims at demonstrating its support for goodness and helping others through the expression of art. Therefore the theme of the competition is "If in the process of doing good, our clothes get dirty, then dirt is good." The focus of ‘Art from the Heart’ art competition is on doing good deeds and not worrying about getting our clothes dirty in the process. If the end result is a good deed, a good cause then dirt should not be anything to worry about.

15. Surf Excel This commercial advocates a moral and ethical aspect of Pakistani Culture Social responsibility of individuals to help others, encouraging selfless help Respecting elders Loving and helping children

16. Surf Excel Caring for others in society Promoting collectivism Always being there whenever some one else is in need The product is trying to earn the trust rather then demanding trust.

17. Surf Excel The commercial did not promote any false perception about the product The commercial does not contain any exposure of female sensuality or any vulgarity and obscenity Productive approach of brand awareness, recognition

18. Links: Surf Excel= Ethical (Local) http://www.youtube.com/watch?v=rIH5MnT6hgo Slice= Unethical (Local) http://www.youtube.com/watch?v=3ZxYSSl3zIE kauser canola http://www.youtube.com/watch?v=MwkgbR2DQhc