53264724 unethical practices in advertising
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UNETHICAL PRACTICES
IN ADVERTISING
Devanand
John Vincent
Madhu
Vamsi
Pavan
Kumar
Sankeerth
Srikanth
Uma
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INTRODUCTION
Definition of Advertising –
Advertising is a form of communication intended
to persuade an audience (viewers, readers or listeners) to
purchase or take some action upon products, ideas, or
services. It includes the name of a product or service andhow that product or service could benefit the consumer, to
persuade a target market to purchase or to consume that
particular brand. These messages are usually paid for by
sponsors and viewed via various media. Advertising canalso serve to communicate an idea to a large number of
people in an attempt to convince them to take a certain
action.
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MARKETING ETHICS
Marketing ethics is the area of applied
ethics which deals with the moral
principles behind the operation andregulation of marketing.
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TYPES OF UNETHICAL ADVERTISEMENT
False Advertising
Advertising to ChildrenShock Advertising
Comparative Advertising
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CHILDREN IN
ADVERTISING
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National Legislation and Advertising
Standards has given the following definition –
“Advertising to children is the act
of marketing or advertising products orservices to children.”
Unethical use of children in Advertisements
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CHILDREN’S ABILITIES
Pester power-children’s ability to
nag their parents tobuy items which theymay not otherwisebuy.
Today’s childrenhave moreautonomy andpower in decisionmaking within thefamily. They arevocal about what
they want theirparents to buy.
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The baby is a new born baby and doesn’t even know anything
about these brands and companies whose logo and names is
been painted on it.
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This picture depicts that
company’s didn’t even leave
school buses and turnedthem also into a commercial
billboard.
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SHOCKADVERTISING
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Vulgarity in Advertisement
Shock advertising or Shockvertising is a type
of advertising generally regarded as one that
“deliberately, rather than inadvertently, startles and
offends its audience by violating norms for socialvalues and personal ideals.”
It is the employment in advertising or public
relations of "graphic imagery and blunt slogans tohighlight" a public policy issue, goods, or services.
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This ad of Dolce & Gabbana
features a woman in a lewd
manner, an example of Shock
Advertising.
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WOMEN POSITIONING IN
ADVERTISEMENT
Projects an unrealistic ideal of the feminine form.
Filtering of advertisement through male lens.
Advertisement creating female insecurities.
Advertising negatively objectifies women.
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False Claim Advertisement
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False advertising or deceptive advertising is
the use of false or misleading statements
in advertising.
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False/deceptive advertising
False advertising or deceptive advertising is the use of
false or misleading statements in advertising.
False advertising is illegal in most countries. However,
advertisers still find ways to deceive consumers in waysthat are not illegal.
Types of deceptive advertising includes
Price based deception
Surrogate advertising
False efficiency suggestions
Other methods
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This ad shows three types of cakes with cream
filling, claiming to be limited to only 100
calories per pack. A false claim by themanufacturer - Hostess
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PRICE BASED DECEPTION
Service providers often tack on the fees and surcharges that are
not disclosed to the customer in the advertised price. One of
the most common is for activation of services such as mobile
phones.
In most cases, the fees are hidden in fine print.
Hidden fees are frequently used in airline and air travel
advertising
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SURROGATE ADVERTISING
In India, due to severe restrictions on advertising certain
products like alcohol, tobacco products and medicines ,a whole
genre of surrogate advertising has emerged.
In such advertising, a brand is endorsed using a productdifferent from the actual product being promoted.
example : the advertisements of Bagpiper Soda. This
advertisement was held to be a surrogate advertisement for
Bagpiper whiskey
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FALSE EFFICIENCY
FMCG companies like Hindustan Unilever, Nestleand Parle Agro have been made to withdraw the TVcommercials they aired during the quarter from Aprilto June, by the Advertising Standards Council of India (ASCI).
HUL was pulled up for its Dove Treatment shampooswith false efficacy suggestions, Nestle Maggi
Ketchup’s claims of being healthy was found to bemisleading, and Parle’s LMN lemon brand was saidto be racist in nature.
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COMPARITIVE ADVERTISING
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Comparative advertising is an
advertisement in which a particular product,or service, specifically mentions a
competitor by name for the express purpose
of showing why the competitor is inferior to
the product naming it.
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This ad portrays the ongoing battle
between PepsiCo and The Coca-
Cola Company.
The ad shows excessive usage of thePepsi vending machine and no use
of the Coca-Cola vending machine.
This is a typical example of
Comparative Advertising.
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CONCLUSION
Reputable companies and advertising agenciesavoid telling lies. They realize the cost of beingcaught. A dent in trust can prove to be muchcostlier than the failure of an ad campaign or for
that matter, even a brand. The challenge beforeadvertisers and agencies is to ensure that adsreflect our values. We must endeavor to see that"advertising" does not remain a dirty word.
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