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Advertising and Society. Part 1: Foundations Chapter 3. Key Points. Discuss the shape-versus-mirror debate Analyze the legal topics that guide advertising practice List the key regulatory agencies and their responsibilities Explain the way the advertising industry regulates itself

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Advertising and society

Advertising and Society

Part 1: Foundations

Chapter 3


Key points
Key Points

  • Discuss the shape-versus-mirror debate

  • Analyze the legal topics that guide advertising practice

  • List the key regulatory agencies and their responsibilities

  • Explain the way the advertising industry regulates itself

  • Critique the key ethical issues that challenge the practice of advertising

  • Outline three ways to determine if an advertising decision is ethical


Advertising s societal role
Advertising’s Societal Role

  • Does advertising create a materialistic culture or does it simply reflect it?

    • Critics believe that advertising has the power to shape social trends and the way people think and act

    • Advertising professionals believe advertising mirrors values rather than sets them

  • Advertising can potentially shape and mirror values


Review and regulation of advertising

Copyright Protection

Trademark

Copyright

First Amendment

Commercial speech

Only truthful commercial speech is protected, not misleading or deceptive statements

Review and Regulation of Advertising


Advertising s regulatory environment

Federal Trade Commission

Regulating deception

Regulating substantiation

Remedies for deception and unfair advertising

Deceptive advertising misleads customers by making claims that are false

Advertising’s Regulatory Environment


Advertising s regulatory environment1

Federal Trade Commission

Regulating deception

Regulating substantiation

Remedies for deception and unfair advertising

The advertiser should have a reasonable basis for making a product claim

Advertising’s Regulatory Environment


Advertising s regulatory environment2

Federal Trade Commission

Regulating deception

Regulating substantiation

Remedies for deception and unfair advertising

Consent Decrees

Cease-and-Desist Orders

Corrective Advertising

Consumer Redress

Advertising Agency Legal Responsibility

Advertising’s Regulatory Environment


Advertising s regulatory environment3

Food and Drug Administration

Oversees package labeling, ingredient listings, and advertising for food and drugs

Watchdog for drug advertising

Federal Comm. Commission

Can issue and revoke licenses to broadcasting stations

Can ban messages that are deceptive or in poor taste

Advertising’s Regulatory Environment


Advertising s regulatory environment4

Other Regulatory Bodies

Bureau of Alcohol, Tobacco, and Firearms

U.S. Postal Service

States’ Attorneys General

International Regulations

Marketing practices vary in legal and regulatory restrictions

International advertisers should have someone in the country who knows the local laws

Advertising’s Regulatory Environment


Media review of advertising
Media Review of Advertising

  • The media attempts to regulate advertising by screening and rejecting ads

  • The First Amendment gives any publisher the right to refuse to publish

  • The Advertising Review Council designed the standards and guidelines used by major television networks


Self regulation

Self-discipline

Industry self-regulation

Self-regulation with outside help

Most advertisers and agencies have in-house review procedures

Every element of a proposed ad should be evaluated by an in-house committee or lawyers

Self-Regulation


Self regulation1

Self-discipline

Industry self-regulation

Self-regulation with outside help

National Advertising Review Council

National Advertising Division

National Advertising Review Board

Negotiates voluntary withdrawal of deceptive advertising

Self-Regulation


Self regulation2

Self-discipline

Industry self-regulation

Self-regulation with outside help

Local Groups

Consumer Groups

Self-Regulation


Question to ponder
Question to Ponder

Is self regulation really in the best interests of the advertising industry?

Is self regulation motivated by benevolence or business sense?


Advertising ethics

A set of moral principles that guide actions and create a sense of responsible behavior

Six key issues

Poor taste and offensive advertising

Stereotyping

Body and self image

Targeting children

Misleading claims and other message strategies

Controversial products

Advertising Ethics


Advertising ethics1

Poor Taste/Offensive sense of responsible behavior

Advertisers and media outlets must try to be sensitive to consumer objections

Creating guidelines for good taste is difficult

Sex in advertising

Advertising Ethics


Advertising ethics2
Advertising Ethics sense of responsible behavior

Reinforcing Stereotypes

  • Diversity Issues

  • Gender Roles

  • Racial and Ethnic Stereotypes

  • Senior Citizens

Body and Self Image

  • Self-image advertising can contribute to self-improvement

  • Can also lead to dangerous practices

  • Advertising mirrors and shapes the standard of attractiveness


Advertising ethics3

Children sense of responsible behavior

One of the most controversial topics in the industry

Children are unable to evaluate advertising messages and make purchasing decisions

Advertising Ethics


Advertising ethics4
Advertising Ethics sense of responsible behavior

  • Misleading Claims

    Advertising claims are unethical if they are false, misleading, or deceptive


Advertising ethics5

Controversial Products sense of responsible behavior

Though it is acceptable to advertise these products, it is still offensive to some

Advertising Ethics


Determining what is ethical

The social ethic sense of responsible behavior

The professional ethic

The personal ethic

The “Golden Rule”

Social responsibility motivates a business to make a positive impact on society

Determining What is Ethical


Determining what is ethical1

The social ethic sense of responsible behavior

The professional ethic

The personal ethic

Industry standards help with a decision about what is ethically correct

A code of standards identifies how professionals should respond when facing an ethical dilemma

Determining What is Ethical


Determining what is ethical2

The social ethic sense of responsible behavior

The professional ethic

The personal ethic

Personal judgment and moral reasoning rests on an intuitive sense of right and wrong

Advertising professionals must be aware of industry standards as well as ethical questions

Determining What is Ethical


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