The document discusses various ethical issues that can arise in advertising. It provides examples of unethical advertising practices such as misleading claims, stereotyping of women, and targeting of children. Specifically, it analyzes cases where Nestle and Axe made health claims not supported by evidence or intended to attract women. The document also examines comparative ads between brands like Horlicks vs Complan and detergent brands, noting they can mislead consumers or escalate competitive tensions.
The document discusses unethical advertising practices. Some examples of unethical advertising include misleading claims, exaggerations, stereotyping women, using children to promote products, unhealthy brand comparisons, and surrogate advertising to promote banned products. Basic principles of ethical advertising include decency, honesty, social responsibility, and truthful presentations without harming others.
This document discusses ethics in advertising. It provides examples of how ethical issues can arise, such as misleading health claims made by Nestle in an advertisement for Maggie soup. Unethical practices in advertising include deception, exaggeration, false testimonials, misleading information, exploiting children, unhealthy comparisons between brands, and surrogate advertising for banned products. The document argues for stricter laws against unethical advertising and for advertisers and consumers to take responsibility to ensure ethical standards are followed.
About the Ethical Issues related to Advertisment. It also describes about the regulatory board for advertisement in India such as Advertising Agencies Association of India (AAAI), Advertising Standard Council of India (ASCI).
In between the tough competition and constant pressure to create powerful deliverable, keeping a check on ethics is also a must not just to avoid legal implications but to create and maintain a good Brand Integrity.
very popular campaign by dove, using real models/customers to creat the comercials, was very sucessful. Presented in my Consumer Behavior class by D. Jomaa.
The document proposes a plan to introduce the cosmetics retailer Sephora to the Irish market. It begins with an overview and background on Sephora as a global brand and the competitive Irish cosmetics market. An analysis of Sephora's internal strengths and external opportunities is presented. The plan recommends establishing flagship stores in major cities and utilizing a multi-channel marketing strategy including promotions, loyalty programs, and digital platforms to position Sephora as an innovative beauty destination. Sephora's unique retail experience and wide product selection are identified as strengths to drive growth in the Irish market.
Unethical advertisements (abeyson jose)Abeyson Jose
This document discusses ethics in advertising and unethical advertising practices. It begins by defining ethics and advertising. It then outlines some common unethical advertising techniques such as surrogate advertising, puffery, exaggeration, unverified claims, women stereotyping, using children, and unhealthy brand comparisons. The basic principles of ethical advertising are also provided. Specific examples of unethical Indian advertisements are discussed to illustrate these points.
The document discusses unethical advertising practices. Some examples of unethical advertising include misleading claims, exaggerations, stereotyping women, using children to promote products, unhealthy brand comparisons, and surrogate advertising to promote banned products. Basic principles of ethical advertising include decency, honesty, social responsibility, and truthful presentations without harming others.
This document discusses ethics in advertising. It provides examples of how ethical issues can arise, such as misleading health claims made by Nestle in an advertisement for Maggie soup. Unethical practices in advertising include deception, exaggeration, false testimonials, misleading information, exploiting children, unhealthy comparisons between brands, and surrogate advertising for banned products. The document argues for stricter laws against unethical advertising and for advertisers and consumers to take responsibility to ensure ethical standards are followed.
About the Ethical Issues related to Advertisment. It also describes about the regulatory board for advertisement in India such as Advertising Agencies Association of India (AAAI), Advertising Standard Council of India (ASCI).
In between the tough competition and constant pressure to create powerful deliverable, keeping a check on ethics is also a must not just to avoid legal implications but to create and maintain a good Brand Integrity.
very popular campaign by dove, using real models/customers to creat the comercials, was very sucessful. Presented in my Consumer Behavior class by D. Jomaa.
The document proposes a plan to introduce the cosmetics retailer Sephora to the Irish market. It begins with an overview and background on Sephora as a global brand and the competitive Irish cosmetics market. An analysis of Sephora's internal strengths and external opportunities is presented. The plan recommends establishing flagship stores in major cities and utilizing a multi-channel marketing strategy including promotions, loyalty programs, and digital platforms to position Sephora as an innovative beauty destination. Sephora's unique retail experience and wide product selection are identified as strengths to drive growth in the Irish market.
Unethical advertisements (abeyson jose)Abeyson Jose
This document discusses ethics in advertising and unethical advertising practices. It begins by defining ethics and advertising. It then outlines some common unethical advertising techniques such as surrogate advertising, puffery, exaggeration, unverified claims, women stereotyping, using children, and unhealthy brand comparisons. The basic principles of ethical advertising are also provided. Specific examples of unethical Indian advertisements are discussed to illustrate these points.
This document provides an overview of the history of advertising from ancient times to the modern period. It discusses some of the earliest forms of advertising including signs and notices in ancient Rome and Egypt. The development of printing in the 15th century allowed advertising to grow through printed flyers and notices. Advertising continued expanding with the rise of newspapers and magazines in the 18th-19th centuries. This allowed national advertising networks to form and consumer product advertising to take off. The document then outlines some of the major periods in the development of advertising over time.
Dove is a personal care brand owned by Unilever that produces beauty bars. Dove was first introduced in 1955 in the Netherlands and brought to the US in 1957. It touted containing moisturizers which helped it thrive in the 1960s as a niche skin care product. In the 1970s, an advertising campaign publicized that Dove dried and irritated skin less than ordinary soap, helping it gain market share. Dove targets women of all ages, shapes and sizes, especially working women, and positions itself as helping women feel beautiful as they are through campaigns promoting positive self-esteem. Dove's main competitors in the moisturizing beauty bar segment are Olay, Vivel, and Himalaya so
This document provides information about Happydent gum, including its history, brand positioning, advertising campaigns, and market analysis. It notes that Happydent was launched in 1970 and focuses on the health benefit of whitening teeth. It has various advertising campaigns that use humor to promote the brand's message. The document also analyzes Happydent's brand attributes and positioning compared to its competitor Orbit gum. It proposes adapting the brand's messaging to target female consumers and reinforce its teeth whitening benefit to a new audience.
Dove's advertising has evolved significantly over the past 60 years from focusing on the product's moisturizing benefits compared to soap, to targeting women and promoting femininity and pampering, to its current "Campaign for Real Beauty" that aims to expand society's definition of beauty. Early ads from the 1950s-60s emphasized clinical tests showing Dove's skin benefits and differentiated it from soap, while later ads from the 60s targeted women more directly and associated Dove with feminine indulgence. Most recently, Dove's 2004 "Campaign for Real Beauty" features women of all shapes and sizes to celebrate diverse beauty and challenge narrow beauty standards promoted in other media.
- Anita Roddick founded The Body Shop in 1976 in Brighton, England, selling natural skin care and cosmetics products with an emphasis on social and environmental activism.
- The Body Shop experienced rapid growth, expanding at 50% annually and becoming publicly traded on the London Stock Exchange.
- The company championed various social causes through campaigns and community trade programs that supported marginalized communities globally.
- In 2006, The Body Shop was acquired by L'Oreal but continues its mission-driven approach through sustainable practices and community initiatives.
This was a 360 degree marketing campaign I co-wrote for a national marketing case competition in Canada. The case was on the revitalization of The Body Shop Canada's brand.
Dove launched a marketing campaign called "Campaign for Real Beauty" to promote positive body image. The campaign features ordinary women rather than models and aims to build women's self-esteem. Dove's parent company Unilever generates over €51 billion in annual sales from brands in over 190 countries. Market research shows most women are dissatisfied with their appearance and Dove aims to address this issue through advertising, websites, billboards, and panel discussions to promote its message.
Unilever's Dove brand underwent a strategic repositioning in the 2000s. Market research found that most women had low self-esteem around beauty ideals. Dove launched its "Campaign for Real Beauty" promoting a wider range of beauty through non-traditional models. This included the viral "Evolution" video showing how digital editing transforms models. The campaign improved Dove's sales, market share, and brand perceptions of being open and confident.
This document analyzes Dove's "Real Beauty Campaign" from 2005 using a SWOT framework. It summarizes that the campaign featured regular women instead of models to challenge beauty stereotypes, which was well received. However, it also received some criticism for perceived contradictions. Strengths included redefining beauty and award wins, while weaknesses included criticisms of the campaign and using models in other markets. Opportunities existed in women's low self-esteem, while threats included becoming the "brand for fat people" and competitors copying the campaign.
The document analyzes a Coca-Cola advertisement. It notes that the advertisement targets both children/teenagers and adults by using colorful images of toys. It aims to draw attention to promote buying the product by appealing to basic human needs like survival and affiliation according to Maslow's hierarchy of needs. The main images are cartoons like teddy bears and bicycles shown from a long shot to depict variety of emotions. The bold red color and recognizable Coke bottle logo are meant to attract the target audience.
- PepsiCo was formed in 1965 through the merger of Frito-Lay and Pepsi-Cola. It owns popular snack and beverage brands like Lay's, Pepsi, Mountain Dew, and Cheetos.
- Lay's began in 1932 when Herman Lay opened a snack shop. It merged with Pepsi-Cola in 1965 to form PepsiCo. Lay's uses cost-based pricing and promotes through advertising and sales promotions.
- A SWOT analysis finds Lay's strengths are its brand image, satisfaction levels, and distribution worldwide, while weaknesses include low supply in remote areas and rumors about ingredients. Opportunities exist in rural markets and new flavors, while threats include competitors and substitutes.
1. The document discusses various ethical issues regarding advertising aimed at children, including its psychological effects, influence on parents, use of celebrities, and regulations.
2. Advertising to children is a major focus of companies and can influence children's requests of parents for over $500 billion in purchases annually.
3. Regulations of children's advertising vary between countries and organizations, with some banning junk food ads during children's programs or restricting data collection from children under 13.
Coty is a global beauty company with many sub-brands across categories like fragrances, cosmetics, haircare, and skincare. Currently, Coty's brand is not well recognized by consumers. This marketing plan proposes strategies to strengthen Coty's brand and social media presence. It analyzes Coty's current target markets including women ages 22-32 for the OPI brand. New strategies suggested include developing a Coty YouTube channel with product information and tutorials, boosting Instagram followers, and experiential marketing events. Competitors like Unilever and L'Oreal are also examined for benchmarking.
1. Advertising has historically developed from early signs and town criers announcing products, to the invention of printing allowing mass printed advertisements in newspapers and magazines.
2. Radio advertising emerged in the 1920s, with the first paid radio commercial in 1922, and sponsorship of whole radio programs growing in popularity in the 1940s.
3. Television became a revolutionary new advertising medium in the 1940s, being the first audio-visual format and allowing advertisers to reach mass audiences.
4. Online advertising began in the 1990s with banner ads, and has since grown exponentially through social media, emails and other digital formats, allowing advertisers to easily reach broad global audiences.
The Ferrero family transformed a small pastry shop into an international confectionary company based in Italy. In the 1940s and 50s, Michele Ferrero and his father Pietro invented popular products and began opening production sites abroad. By the 1960s and 70s, Ferrero had established offices and factories across Europe and became a global brand, expanding into North and South America, Asia, Africa, and Australia. In 2015, Ferrero further expanded its operations through acquisitions in Turkey and the UK.
The Hershey Company was founded in 1894 by Milton Hershey in Pennsylvania. It is now a global confectionery company known for products like Hershey's chocolate bars and Hershey's Kisses. The company has faced competition from other candy makers like Mars, Nestle, and Mondelez International. However, it has maintained its brand recognition through widespread distribution in stores, TV advertising, and its Hersheypark theme park. The document recommends strategies like developing a protein snack line and biodegradable packaging to help the company adapt to future trends in the candy industry.
Dove has been operating since the 1940s and is now a top brand under Unilever, which has over 40 brands. Dove focuses on building positive self-esteem through its products and campaigns. Its target market is males and females aged 18-34 from high income groups in the US. Dove has strengths like its commitment to quality and positive messaging, but also faces weaknesses such as high expenses and criticism of some campaigns. Opportunities exist in expanding product categories and partner organizations, while threats include competition and issues with some Unilever brands. Dove aims to increase awareness, sales, and support for its mission through marketing strategies.
NIVEA is one of the most renowned brands in the kin care market. This slide shows the STP of NIVEA and about their product strategy, packaging and branding strategies.
Dove is a personal care brand owned by Unilever that originated in the UK and is sold in over 80 countries. Dove's mission is to help women develop a positive relationship with their appearance and realize their full potential. While Dove primarily targets women, its products include soaps, hair care, deodorants, and more. Dove aims to promote a wider definition of beauty through campaigns like "Real Beauty" and works to boost women's self-esteem.
To increase the Jo Malone London presence in Asia, Pan Wang and Shaniya Shabrach-Ortiz created a pop up store for Jo Malone London in Shanghai. The mission behind the Jo Malone London pop up store concept is to educate potential customers and also reaching the younger generation to leave a lasting impact that will increase the penetration of our brand in China.
The document discusses various examples of unethical advertising practices such as misleading claims, puffery, exaggeration, unhealthy brand comparisons, stereotyping of women, and use of children in advertising. Specific cases discussed include Nestle India Ltd's misleading advertisement for Maggie soup, Axe deodorant ads suggesting its products help men attract women, and New Balance shoes labeling some products made outside the US as "Made in USA". The role of Advertising Standards Council of India (ASCI) in regulating advertising content and complaints is also outlined.
Marketing teams should focus on transparency, trust and customer welfare. Unethical practices like deception, exaggeration and manipulation should be avoided. Policies around privacy, security and responsible advertising need to be strengthened. Overall, the goal of marketing should be satisfying real customer needs in a sustainable and socially responsible manner.
This document provides an overview of the history of advertising from ancient times to the modern period. It discusses some of the earliest forms of advertising including signs and notices in ancient Rome and Egypt. The development of printing in the 15th century allowed advertising to grow through printed flyers and notices. Advertising continued expanding with the rise of newspapers and magazines in the 18th-19th centuries. This allowed national advertising networks to form and consumer product advertising to take off. The document then outlines some of the major periods in the development of advertising over time.
Dove is a personal care brand owned by Unilever that produces beauty bars. Dove was first introduced in 1955 in the Netherlands and brought to the US in 1957. It touted containing moisturizers which helped it thrive in the 1960s as a niche skin care product. In the 1970s, an advertising campaign publicized that Dove dried and irritated skin less than ordinary soap, helping it gain market share. Dove targets women of all ages, shapes and sizes, especially working women, and positions itself as helping women feel beautiful as they are through campaigns promoting positive self-esteem. Dove's main competitors in the moisturizing beauty bar segment are Olay, Vivel, and Himalaya so
This document provides information about Happydent gum, including its history, brand positioning, advertising campaigns, and market analysis. It notes that Happydent was launched in 1970 and focuses on the health benefit of whitening teeth. It has various advertising campaigns that use humor to promote the brand's message. The document also analyzes Happydent's brand attributes and positioning compared to its competitor Orbit gum. It proposes adapting the brand's messaging to target female consumers and reinforce its teeth whitening benefit to a new audience.
Dove's advertising has evolved significantly over the past 60 years from focusing on the product's moisturizing benefits compared to soap, to targeting women and promoting femininity and pampering, to its current "Campaign for Real Beauty" that aims to expand society's definition of beauty. Early ads from the 1950s-60s emphasized clinical tests showing Dove's skin benefits and differentiated it from soap, while later ads from the 60s targeted women more directly and associated Dove with feminine indulgence. Most recently, Dove's 2004 "Campaign for Real Beauty" features women of all shapes and sizes to celebrate diverse beauty and challenge narrow beauty standards promoted in other media.
- Anita Roddick founded The Body Shop in 1976 in Brighton, England, selling natural skin care and cosmetics products with an emphasis on social and environmental activism.
- The Body Shop experienced rapid growth, expanding at 50% annually and becoming publicly traded on the London Stock Exchange.
- The company championed various social causes through campaigns and community trade programs that supported marginalized communities globally.
- In 2006, The Body Shop was acquired by L'Oreal but continues its mission-driven approach through sustainable practices and community initiatives.
This was a 360 degree marketing campaign I co-wrote for a national marketing case competition in Canada. The case was on the revitalization of The Body Shop Canada's brand.
Dove launched a marketing campaign called "Campaign for Real Beauty" to promote positive body image. The campaign features ordinary women rather than models and aims to build women's self-esteem. Dove's parent company Unilever generates over €51 billion in annual sales from brands in over 190 countries. Market research shows most women are dissatisfied with their appearance and Dove aims to address this issue through advertising, websites, billboards, and panel discussions to promote its message.
Unilever's Dove brand underwent a strategic repositioning in the 2000s. Market research found that most women had low self-esteem around beauty ideals. Dove launched its "Campaign for Real Beauty" promoting a wider range of beauty through non-traditional models. This included the viral "Evolution" video showing how digital editing transforms models. The campaign improved Dove's sales, market share, and brand perceptions of being open and confident.
This document analyzes Dove's "Real Beauty Campaign" from 2005 using a SWOT framework. It summarizes that the campaign featured regular women instead of models to challenge beauty stereotypes, which was well received. However, it also received some criticism for perceived contradictions. Strengths included redefining beauty and award wins, while weaknesses included criticisms of the campaign and using models in other markets. Opportunities existed in women's low self-esteem, while threats included becoming the "brand for fat people" and competitors copying the campaign.
The document analyzes a Coca-Cola advertisement. It notes that the advertisement targets both children/teenagers and adults by using colorful images of toys. It aims to draw attention to promote buying the product by appealing to basic human needs like survival and affiliation according to Maslow's hierarchy of needs. The main images are cartoons like teddy bears and bicycles shown from a long shot to depict variety of emotions. The bold red color and recognizable Coke bottle logo are meant to attract the target audience.
- PepsiCo was formed in 1965 through the merger of Frito-Lay and Pepsi-Cola. It owns popular snack and beverage brands like Lay's, Pepsi, Mountain Dew, and Cheetos.
- Lay's began in 1932 when Herman Lay opened a snack shop. It merged with Pepsi-Cola in 1965 to form PepsiCo. Lay's uses cost-based pricing and promotes through advertising and sales promotions.
- A SWOT analysis finds Lay's strengths are its brand image, satisfaction levels, and distribution worldwide, while weaknesses include low supply in remote areas and rumors about ingredients. Opportunities exist in rural markets and new flavors, while threats include competitors and substitutes.
1. The document discusses various ethical issues regarding advertising aimed at children, including its psychological effects, influence on parents, use of celebrities, and regulations.
2. Advertising to children is a major focus of companies and can influence children's requests of parents for over $500 billion in purchases annually.
3. Regulations of children's advertising vary between countries and organizations, with some banning junk food ads during children's programs or restricting data collection from children under 13.
Coty is a global beauty company with many sub-brands across categories like fragrances, cosmetics, haircare, and skincare. Currently, Coty's brand is not well recognized by consumers. This marketing plan proposes strategies to strengthen Coty's brand and social media presence. It analyzes Coty's current target markets including women ages 22-32 for the OPI brand. New strategies suggested include developing a Coty YouTube channel with product information and tutorials, boosting Instagram followers, and experiential marketing events. Competitors like Unilever and L'Oreal are also examined for benchmarking.
1. Advertising has historically developed from early signs and town criers announcing products, to the invention of printing allowing mass printed advertisements in newspapers and magazines.
2. Radio advertising emerged in the 1920s, with the first paid radio commercial in 1922, and sponsorship of whole radio programs growing in popularity in the 1940s.
3. Television became a revolutionary new advertising medium in the 1940s, being the first audio-visual format and allowing advertisers to reach mass audiences.
4. Online advertising began in the 1990s with banner ads, and has since grown exponentially through social media, emails and other digital formats, allowing advertisers to easily reach broad global audiences.
The Ferrero family transformed a small pastry shop into an international confectionary company based in Italy. In the 1940s and 50s, Michele Ferrero and his father Pietro invented popular products and began opening production sites abroad. By the 1960s and 70s, Ferrero had established offices and factories across Europe and became a global brand, expanding into North and South America, Asia, Africa, and Australia. In 2015, Ferrero further expanded its operations through acquisitions in Turkey and the UK.
The Hershey Company was founded in 1894 by Milton Hershey in Pennsylvania. It is now a global confectionery company known for products like Hershey's chocolate bars and Hershey's Kisses. The company has faced competition from other candy makers like Mars, Nestle, and Mondelez International. However, it has maintained its brand recognition through widespread distribution in stores, TV advertising, and its Hersheypark theme park. The document recommends strategies like developing a protein snack line and biodegradable packaging to help the company adapt to future trends in the candy industry.
Dove has been operating since the 1940s and is now a top brand under Unilever, which has over 40 brands. Dove focuses on building positive self-esteem through its products and campaigns. Its target market is males and females aged 18-34 from high income groups in the US. Dove has strengths like its commitment to quality and positive messaging, but also faces weaknesses such as high expenses and criticism of some campaigns. Opportunities exist in expanding product categories and partner organizations, while threats include competition and issues with some Unilever brands. Dove aims to increase awareness, sales, and support for its mission through marketing strategies.
NIVEA is one of the most renowned brands in the kin care market. This slide shows the STP of NIVEA and about their product strategy, packaging and branding strategies.
Dove is a personal care brand owned by Unilever that originated in the UK and is sold in over 80 countries. Dove's mission is to help women develop a positive relationship with their appearance and realize their full potential. While Dove primarily targets women, its products include soaps, hair care, deodorants, and more. Dove aims to promote a wider definition of beauty through campaigns like "Real Beauty" and works to boost women's self-esteem.
To increase the Jo Malone London presence in Asia, Pan Wang and Shaniya Shabrach-Ortiz created a pop up store for Jo Malone London in Shanghai. The mission behind the Jo Malone London pop up store concept is to educate potential customers and also reaching the younger generation to leave a lasting impact that will increase the penetration of our brand in China.
The document discusses various examples of unethical advertising practices such as misleading claims, puffery, exaggeration, unhealthy brand comparisons, stereotyping of women, and use of children in advertising. Specific cases discussed include Nestle India Ltd's misleading advertisement for Maggie soup, Axe deodorant ads suggesting its products help men attract women, and New Balance shoes labeling some products made outside the US as "Made in USA". The role of Advertising Standards Council of India (ASCI) in regulating advertising content and complaints is also outlined.
Marketing teams should focus on transparency, trust and customer welfare. Unethical practices like deception, exaggeration and manipulation should be avoided. Policies around privacy, security and responsible advertising need to be strengthened. Overall, the goal of marketing should be satisfying real customer needs in a sustainable and socially responsible manner.
Ethical,social and legal aspect of advertisingSwatiYadav163
The document discusses the ethics, social criticisms, and legal aspects of advertising. It covers several key points:
- Advertising plays an important role in creating demand and brand loyalty but is often criticized for being misleading, untruthful, or obscene.
- Advertisements should be socially and culturally appropriate and not promote harmful behaviors or products. However, regulating advertising can be difficult.
- Some criticisms of advertising include that it promotes materialism, makes false or exaggerated claims, targets vulnerable groups, undermines cultural values, and influences children in negative ways.
- Advertisers have a social responsibility to consider the effects of their messages and ensure advertising maintains public trust. Ethics, truthfulness,
Group members for the project include Rabbiya Waheed, Rubab Abbasi, and Hassan. The document defines marketing as communicating the value of a product or service to customers to generate value in return. Advertising is defined as promoting products and services to drive sales. Unethical marketing practices are considered morally unacceptable and can include misleading ads, marketing harmful products, using women or children in marketing, excessive marketing, and pushy sales tactics. Specific examples of unethical practices discussed include exaggeration, unverified claims, using women or children to promote products, comparative ads between brands, and surrogate advertising for banned substances like cigarettes.
This document compares ethical and unethical marketing. It defines ethical marketing as using truth to build customer relationships and create value for stakeholders, while unethical marketing uses falsehoods or fails to provide useful product information. Amul is provided as an example of ethical marketing through inclusive products at affordable prices. Unethical practices discussed include surrogate advertising, puffery, and using children or exaggerated claims. Speak Asia is analyzed as an unethical marketing example through false promises, targeting emotions, and lack of evidence of funds. The document concludes ethical advertising is important and should be controlled, but advertising itself is not unethical if done morally and ethically.
The document discusses various advertising techniques used to influence consumer behavior, many of which rely on emotional appeals rather than logical or factual arguments. It notes that advertisers commonly use sex appeal, humor, patriotism, and positive imagery to create emotional associations with products. While these strategies can be effective, the document warns that consumers should think critically about advertising claims and not accept them at face value, as advertisers sometimes use vague language, selective facts, or misleading scientific references to promote their products.
Kotler's social definition of marketing is presented, which describes marketing as a societal process by which individuals and groups obtain what they need and want through creating, offering, and exchanging products and services of value freely with others. The document then discusses some criticisms of modern marketing practices, including that too many resources are spent on branding and advertising rather than products, and that marketing can negatively impact consumers, society, and other businesses. It also questions whether it is worth paying more for branded products versus generic alternatives in some cases such as pain relievers, fashion items, and gasoline.
This document discusses different types of advertising appeals that can be used to attract consumers and influence their feelings toward a product or service. It defines advertising appeal and explains the relationship between advertisements and appeals. The major types of appeals discussed are rational, emotional, and moral appeals. Rational appeals focus on functional benefits while emotional appeals relate to psychological and social needs. Moral appeals encourage supporting social issues. Within each type are subsets like feature, competitive advantage, and news appeals for rational; fear, positive emotion, and humor for emotional; and social justice for moral. Other appeals mentioned are music, bandwagon, and romance appeals.
The Change4Life campaign is a public health programme in the UK organized by the Department of Health that began in 2009. It aims to encourage healthier living through slogans like "eat well, move more, live longer." It is backed by major food/beverage companies and health groups and uses various sub-brands to promote specific healthy activities and foods. The campaign has a large budget due to government backing and aims to address obesity through initiatives targeted at families, adults, and at-risk groups.
The advertisers lack knowledge of ethical norms and principles. They just don’t understand and are unable to decide what is correct and what is wrong.
The main area of interest for advertisers is to increase their sales, gain more and more customers, and increase the demand for the product by presenting a well decorated, puffed and colorful ad. They claim that their product is the best, having unique qualities than the competitors, more cost effective, and more beneficial. But most of these ads are found to be false, misleading customers and unethical. The best example of these types of ads is the one which shows evening snacks for the kids, they use coloring and gluing to make the product look glossy and attractive to the consumers who are watching the ads on television and convince them to buy the product without giving a second thought.
Advertising has become pervasive in modern society. While it can inform consumers, some advertising distorts the truth or lacks ethics. Fair & Lovely cream was criticized for implying a woman's looks determined her job prospects. Many fairness creams contain harmful bleaching agents and steroids with side effects. Unethical practices include targeting children, false claims, and attacking competitors. A study found many viewers feel television advertising's ethics are average or low. Advertisers must balance freedom of expression with responsible practices.
Advertising can raise ethical issues when it provides misleading, false, or incomplete information. Some common problems include misleading claims about a product's qualities or performance, reinforcing harmful stereotypes, using sex to sell a product, and hiding relevant facts. Advertisers also sometimes manipulate emotions or use surrogate ads to promote restricted products. Puffery makes vague claims that cannot be proven true or false. Weasel words qualify claims to avoid accountability. Ads also sometimes target children inappropriately to influence parental purchases. Regulators work to curb deceptive practices and protect consumers and social groups from harm.
The document discusses how advertisements have grown in India and affected Indian society. It notes that TV advertising grew 18% and print advertising grew 16% from 2010 to the first half of 2011. Advertisements reflect and can transfer cultural values between societies. They also affect people through the use of celebrities and targeting of youth. Advertisements represent changing social preferences over time, such as becoming more open about condoms and people investing more in child plans. Some advertisements are considered unethical if they provide false information or degrade competitors' products. Cultural impacts of advertising include exploitation of women and setting aside of moral standards.
The document discusses different types of advertising appeals and claims that advertisers use to convince consumers to purchase products. It describes common appeals such as fear, humor, sex, music, rational arguments, and emotions. It also examines the effectiveness of different appeals and provides examples of ads that utilize specific appeals. The document then discusses different types of claims advertisers employ, such as scientific claims, compliments to the consumer, rhetorical questions, unfinished comparisons, and weasel words.
Social, Economical impact, Effect on consumer Demand,Effect on Consumer Choice,Effect on Business cycle,Deception in Advertising
The Subliminal Advertising,Effect on Value System,Effect of Proliferation of Advertising,Use of Stereotypes in Advertising,Offensiveness in Advertising,Effect on Perspective,Social Responsibility,Offensive Advertising
This document provides an overview of advertising and its role in society. It defines advertising as a public notice or announcement promoting a product, service or event. It then outlines the objectives of advertising such as stimulating demand and increasing profits. The document discusses debates around whether advertising shapes or mirrors social values and issues around stereotyping. It also lists different sources of advertising and the impacts it can have on society, including both advantages like informing consumers and disadvantages such as manipulating audiences.
This document discusses false advertising and how businesses engage in deceptive practices. It describes common tactics used like vagueness, concealing important facts, exaggerating claims without evidence, and bait-and-switch schemes. Laws and organizations like the Federal Trade Commission aim to prevent unfair business activities and deceptive ads. Consumers are misled into purchasing products that may not match the advertising claims. Overall the document outlines unethical advertising tactics and the role of regulations in protecting consumers from false information.
My presentational on Various types of Advertising AppealsSagar Ladhva
The document discusses different types of advertising appeals that are used to influence consumer purchasing decisions. It describes 15 common types of appeals including emotional appeals, rational appeals, social appeals, and sensory appeals involving music, romance, youth, and other factors. The appeals are designed to create a positive image of products and influence consumers by appealing to their psychological and social needs. Examples are provided for many of the different advertising appeal types.
The Effects of Advertisements by Aniket Singh ChauhanAniket Chauhan
This document discusses the effects of advertisements across four domains - culture, social, psychological, and economical. It outlines both positive and negative aspects in each domain. Positively, advertisements can highlight cultural diversity, promote social causes and awareness, influence psychology through emotions and values, and provide useful consumer information. Negatively, some ads disrespect cultural sentiments, exacerbate social issues, promote prejudices, and exploit customers for sales. Overall, the document analyzes how ads both positively and negatively impact society through their reflections of and influences on culture, social issues, psychology, and the economy.
Brian Fitzsimmons on the Business Strategy and Content Flywheel of Barstool S...Neil Horowitz
On episode 272 of the Digital and Social Media Sports Podcast, Neil chatted with Brian Fitzsimmons, Director of Licensing and Business Development for Barstool Sports.
What follows is a collection of snippets from the podcast. To hear the full interview and more, check out the podcast on all podcast platforms and at www.dsmsports.net
The 10 Most Influential Leaders Guiding Corporate Evolution, 2024.pdfthesiliconleaders
In the recent edition, The 10 Most Influential Leaders Guiding Corporate Evolution, 2024, The Silicon Leaders magazine gladly features Dejan Štancer, President of the Global Chamber of Business Leaders (GCBL), along with other leaders.
Best practices for project execution and deliveryCLIVE MINCHIN
A select set of project management best practices to keep your project on-track, on-cost and aligned to scope. Many firms have don't have the necessary skills, diligence, methods and oversight of their projects; this leads to slippage, higher costs and longer timeframes. Often firms have a history of projects that simply failed to move the needle. These best practices will help your firm avoid these pitfalls but they require fortitude to apply.
Navigating the world of forex trading can be challenging, especially for beginners. To help you make an informed decision, we have comprehensively compared the best forex brokers in India for 2024. This article, reviewed by Top Forex Brokers Review, will cover featured award winners, the best forex brokers, featured offers, the best copy trading platforms, the best forex brokers for beginners, the best MetaTrader brokers, and recently updated reviews. We will focus on FP Markets, Black Bull, EightCap, IC Markets, and Octa.
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2. INTRODUCTION
• In this era of globalization and deregulation,
advertising has acquired a new status.
• As a matter of fact, advertising creates
employment opportunities, provides
information regarding the developments taking
place in the society, contributes to economic
growth, and provides information about
products and services available in the market
which helps in taking buying decisions.
3. Ethics
Ethics is a branch of philosophy which seeks
to address questions about morality; that
is, about concepts such as good and
bad, right and wrong, justice, and
virtue.
4. HOW ETHICAL ISSUES ARISE IN ADVERTISING
An advertisement of Nestle India Ltd (Maggie healthy
soup) claimed that “Happy Heart” “Healthy Soup”.
The claim created an impression that consumption of
Maggie soup leads to better heart and health, while on
testing by independent agency, it has been found that it
contains high levels of salt which releases sodium into
body which in turn, causes hypertension and high blood
pressure instead of good heart and health.
Therefore, on complaint, ASCI declared the
advertisement as case of misleading by implication and
ambiguity. Therefore, Nestle India Ltd assured ASCI to
modify its advertisements.
5. Advertisement is considered unethical in the
following situations:
o When it has degraded or underestimated the
substitute or rival's product.
o When it gives false or misleading information on
the value of the product.
o When it fails to give useful information on the
possible reaction or side effects of the product. And
o When it is immoral.
UNETHICAL ADVERTISING
6. BASIC PRINCIPALS OF ADVERTISING
• Decency
• Honesty
• Social Responsibility
• Truthful presentation
• Comparisons
• Imitation
• Safety and health
• Avoidance of Harm
• Environmental behavior
7. ADVERTISING AND UNTRUTHFUL OR DECEPTIVE
General mistrust of advertising
among consumers. Many do not perceive
ads as honest or believable
General mistrust of advertising
among consumers. Many do not perceive
ads as honest or believable
Abuses involving sales promotions such as
contests, sweepstakes, premium offers
Abuses involving sales promotions such as
contests, sweepstakes, premium offers
Unethical and/or deceptive practices
involving mail order, telemarketing and
other forms of direct marketing
Unethical and/or deceptive practices
involving mail order, telemarketing and
other forms of direct marketing
Internet scams and abusesInternet scams and abuses
8. • Surrogate advertisement
• Puffery
• Exaggeration
• Unverified claims
• Women stereotyping
• Women used as sex symbols for promoting
products
• Comparative advertisements
• Use of children in advertising
WAYS OF UNETHICAL ADVERTISEMENT
9. SURROGATE ADVERTISING
Surrogate advertising is prominently seen in cases where
advertising a particular product is banned by law.
Advertisement for products like cigarettes or alcohol which are
injurious to heath are prohibited by law in several countries
and hence these companies have to come up with several other
products that might have the same brand name and indirectly
remind people of the cigarettes or beer bottles of the same
brand Common examples include:
Fosters and Kingfisher beer brands, which are often seen to
promote their brand with the help of surrogate advertising.
10.
11. PUFFERY ADVERTISING
• Puffery as a legal term refers to
promotional statements and claims that
express subjective rather than objective
views, such that no reasonable person
would take literally.
• A two-year old might believe that polar
bears enjoy sipping Coca-Cola, but we know
better .
12.
13. What do you think on this one? To me, there are two instances of
puffery here: "Serving the Best" and the actual brand of "Seattle's Best."
I'd say it is fairly obvious why these two phrases were chosen --
Starbucks is the coffee king of Seattle. So what better way to try and
compete than make your brand claim that there is nothing better out
there. Both of these claims are puffery, however, because -- based on
my simple working definition above -- neither claim can be positively
proved or disproved, or they are simply opinions.
14.
15. EXAGGERATION
• Using false claims in the advertisements about the
product.
• For example:-Ghari detergent - “Pehle Istemaal kare
phir vishvaas kare.”, Tide detergent – “White ho to
Tide ho.”, Vodafone Essar – “Wherever you go our
network follows.”
White ho to
Tide ho.
One Drop Challenge Wherever you go our
network follows.
16.
17. UNVERIFIED CLAIMS
• It includes advertisements of “energy drinks” which
tells us about the number of vitamins and how they
help children to grow strong and tall.
• There is no way of verifying these false claims.
• For example:-Horlicks, Maltova, Tiger biscuits.
20. Women are generally associated with household works
and is not supposed to be a good decision maker which
contributes to women stereotyping.
WOMEN STEREOTYPING
21. Women shown as doing domestic work which
reflects stereotype image of women.
26. UNHEALTHY BRAND COMPARISONS
• Nowadays advertisers are engaged in unhealthy
brand comparison with the help of advertising.
• Such comparisons create problems and confusions
for the right choice of the product as far as
audience are concerned.
• Example can be cited of colgate and pepsodent
toothpaste.
28. CHILDREN IN ADVERTISING
• Children are easily
persuaded and have a
large pull on today's
markets, as is known by
all advertisers, even ones
who do not intend for
their products to be
consumed by children.
29. Children's TV Watching BehaviorChildren's TV Watching Behavior
Children ages 2-11
watch an average of
22 hours of TV per
week and see 30,000
commercials per year
Children ages 2-11
watch an average of
22 hours of TV per
week and see 30,000
commercials per year
80% of all advertising
targeted to children
falls in four
product categories:
Toys, cereal, candy &
fast food restaurants
80% of all advertising
targeted to children
falls in four
product categories:
Toys, cereal, candy &
fast food restaurants
30. CHILDREN AND ADOLESCENTS AS TARGET GROUPS
The children’s market where resistance to advertising
is weakest is the “pioneer for ad creep”.
” Kids are among the most sophisticated observers of ads.
They can sing the jingles and identify the logos,
and they often have strong feelings about products.
What they generally don't understand, however, are the
issues that underlie how advertising works.
31. Advocates Argue That Children:Advocates Argue That Children:
Marketers Argue Children:Marketers Argue Children:
Lack the knowledge and skills
to evaluate advertising claims
Lack the knowledge and skills
to evaluate advertising claims
Cannot differentiate
between programs and
commercials
Cannot differentiate
between programs and
commercials
Must learn through
socialization
Must learn through
socialization
Must acquire skills needed to
function in the marketplace
Must acquire skills needed to
function in the marketplace
PERSPECTIVES ON ADS FOR CHILDREN
34. A wine bottle that is considered ethically wrong because the lorry may have to move
to certain places where drinking is unethical
35. AXE ADVERTISEMENT
Another Example of AXE a product of HUL, Vaibhav Bedi had
been using AXE Deodorant for the past seven years, but
didn’t able to grab the girls attention.
Axe advertisements suggest that the products help men in
instantly attracting women.
In what could prove to be a major marketing and legal
embarrassment for Hindustan Unilever Limited (HUL), a 26-
year-old man has filed a case against the FMCG company,
which owns the Axe brand of men grooming products, for
‘cheating’ and causing him ‘mental suffering’.
Vaibhav Bedi, the petitioner, also surrendered all his used,
unused and half-used deodorant sprays, perfume sticks and
roll-ons, anti-perspirants, aftershaves, body washes,
shampoos, and hair gels to the court, and demanded a
laboratory test of the products and narcotics test of the brand
managers of Axe
39. • Reckitt Benckiser, the launching commercial for its
Dettol Kitchen dishwashing and kitchen cleaning
gel shows rival Hindustan Unilever’s Vim dishwash
liquid clearly, in a move that may trigger a new
advertising war between the two European
multinationals. Skirmishes between the two firms
have been veiled in the past, although both have
repeatedly taken each other to court and
advertising watchdog Advertising Standards
Council of India (ASCI).
40. • “Such ads gives a very strong message
psychologically that it’s not just another product
and they can compete with the market leader.
While HUL almost has a monopoly in the segment,
there could be more action now in an otherwise
dull segment,” In general, the consumer
complaints council code allows ads to show a rival
brand as long as the claims made in the ad are
fact-based,”. Reckitt Benckiser has positioned
Dettol Kitchen as a ‘complete kitchen cleaner’, for
use as a dish-washing gel and cleaning other
kitchen surfaces like sinks and slabs.
41. HORLICKS VS COMPLAN
• The ad started with a scene inside the classroom
where the teacher is taking the attendance.
• The teacher calls out " Calcium" then a group of
students raise their hands, then she calls out " Iron
" another group raises their hands.
• Then the voice over talks about the deficiency of
nutrients seen in kids.
• Then comes the critical part, a Doctor ( model)
comes to the picture and talks about 23 vital
nutrients that is necessary for the growth and
claims that these nutrients are present in HORLICKS.
42. • Horlicks is trying to negate the core
differentiation of Complan .
• Complan since its inception has been harping on
the 23 vital nutrients. Now Horlicks is trying to
create parity by claiming the same property.
• Complan has never been so aggressive and
blunt.
43.
44.
45. RIN VS TIDE
• This is the first time that HUL has directly
compared Tide with Rin. The Ad even have the
tagline "Rin offers Better whiteness than Tide".
P&G has took HUL to court over this ad. This ad
was timed to coincide with the long weekend
so that HUL could play the ad before the Court
hearing.
46. UNETHICAL ADVERTISING IN CASE OF RIN
• Now the outcome of the ad war will be that HUL will
be retrained by ASCII or the Court from further
playing the ad .
• It means that Rin had adapted an unethical means
against the competitor which will cause an
unwarranted blemish on the brand reputation.
• Second outcome is that it will encourage Tide to be
more aggressive in the market. Tide now has been
officially and publically acknowledged as the
competitor for Rin.
47. COKE VS PEPSI
• Both made fun of their respective
advertisements. (Eg: Main Youngistaan se aaya
hun)
• Pouching of Employees from both sides
• Making fun of celebrities used in advertisement.
(Eg: Official Drink & Not an Official Drink)
• Mostly in advertisement of Sprite & Mountain
Dew.