Ethics in Advertising
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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.
Ethics in Advertising
- 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.
- 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?
- 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?
- 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
Editor's Notes
- #2: Not everyone shares this viewpoint
- #5: NB role, makes consumers aware of products and services and providing them with information for decision makingForce that can affect the functioning of our entire economic systemCan encourage consumption and foster economic growth
- #6: NB role, makes consumers aware of products and services and providing them with information for decision makingForce that can affect the functioning of our entire economic systemCan encourage consumption and foster economic growth
- #10: So we tell the truth -- but not always the Whole Truth. Like lawyers, our job is to put our clients in the best light. When you go on a job interview or a first date, you don't assume a false identity - but you probably don't make a full disclosure either. Chances are you keep your lactose intolerance and foot odor issues in the background, and save your Federation Starfleet uniform for later in the relationship - if there IS a later.For a company trying to sell something, an ad is like getting a job interview with millions of people all at once. The ad wants to make a good first impression and really, really doesn't want to make people mad. But different people react differently.
- #13: http://www.youtube.com/watch?v=aiWkGjQLMCU
- #17: Glamourisedvoilence against womenReceived most criticismDemean woman (men), by depicting them as sex objectsCosmetics, lingerie, alcohol, cigarettesPersonal opinions depends on Values, religious orientation and demographics like age, education and gender
- #19: Glamourisedvoilence against womenReceived most criticismDemean woman (men), by depicting them as sex objectsCosmetics, lingerie, alcohol, cigarettesPersonal opinions depends on Values, religious orientation and demographics like age, education and gender
- #29: Turing someone misfortune into humour
- #32: http://www.globalpost.com/dispatches/globalpost-blogs/weird-wide-web/nandos-ad-xenophobia-banned-video-south-africa-tv#1
- #33: OffensiveParisFashion designer:Marithe Francois Gribaud
- #34: Offensive, shocking and likely to cause distress
- #36: Using someone’s misfortune to sell products.Created by Saatchi & Saatchi for People in Need, this ad campaign is absolutely brilliant !!! HANDBAG €32 Food for a week €4 + SUNGLASSES €24 Access to water €8 + AFTERSHAVE €35 Basics for a new home €650 + PINT OF BEER €4.50 50 liters of fresh water €150 + More photos from the same ad campaign
- #39: http://www.youtube.com/watch?v=D-BCWxCBMgUhttp://youtu.be/MM8s1ilxab8
- #42: http://www.viralviralvideos.com/2013/06/07/car-accident-in-bathroom-mirror-anti-drunk-driving-psa/
- #43: http://www.youtube.com/watch?v=a9n7_GsElb0http://www.dontparty.co.za/videos/pappa-wag-vir-jou-brandhouse-drive-dry-campaign/
- #44: Not everyone shares this viewpoint