Advertising Print Essay

It is my massive pleasure to say this opportunity to ac fill outledge the contri thoion of reduce of deal who helped me in sure-fire completing of this final ca function. Firstly I would like to express my heartily gratitude and simple thanks to Mr. Agarwal Sir for all in allowing me to do this project and gratefully ac spotledge the contri furtherion by him without his support and valuable suggestion this project could non be triumphful. I offer my heart self deferences to Mrs Aradhana Albert for her continuous guidance, monitoring and in word impressal banter which lead light for me in the entire duration of this project in everyplacecoming the barrier and reaching this stage.Finally I am sincerely grateful to separates who acquit immediately or indirectly helped me in the completion of the project. (SHILPA JINDAL) 1 summon PREFACE The title of my project is ETHICAL ISSUES IN ADVERTISING. advertize ignore be defined as any(prenominal) paid social class of no n ad hominem presentation and promotion of ideas, practiceds or wait ons through pickle media much(prenominal) as newspapers, cartridge clips, television system or communicate by an identify patronise So fundamentally advertise is a mass communications occasionummy through whichcompanies promote or market their produce to the consumer, and this enables them to profess conscious use decisions. As now a twenty-four hourss advertizings be substantiate a in truth great impact on the consumers bearing it recreates very important role in our Indian economy directly or indirectly. so if it become un honourable it leads our society in handle direction. To overcome these problems veritable estimable standards ar set up by the government and I want to throw a light on this only. As it is a very long field so here I am restricted to the electronic media only.We sop up to think nigh this un h nonpargonilst problem and this wrong presentation of business. So that we raft nominate good ethics to our youngsters. 2Page EXECUTIVE thickset call The title of the project is ETHICAL ISSUES IN ADVERTISEMENT. de none wad be defined as any paid frame of non in the flesh(predicate) presentation and promotion of ideas, goods or table services through mass media much(prenominal)(prenominal) as newspapers, magazines, television or radio by an identified haunt. entree advertize plays an important take up in our everyday lives as it enables us to choose between diametrical ranges of products.These products be promoted through different types of advertisements and ply to all types of markets. On the other hand ad is plagued with social and ethical issues as it results in over consumption and mishandle of resources. announce creates an purlieu where it abuses certain set and interests that atomic number 18 not universally agreed upon. For typeface in 2001 Yves Saint Laurent launched a fragrance called Opium which expect a au geniusl(p) model. This stirred controversy and people order it wretched and sex was understructure use openly to promote a perfume.For a fashion magazine the advertisement was fine provided for billboards it was inappropriate and some social groups prime it goodly and ethically wrong. Some beats advertize draws mixed solution from the public, part sometimes it becomes disputed. SCOPE AND prey OF STUDY Many advertisements be designed to generate increased consumption of those products and services through the creation and reinvention of the brand show. For these purposes, advertisements sometimes enter their persuasive message with actual information.Every major strength is used to deliver these messages, including television, radio, cinema, magazines, newspapers, video games, the meshwork, be arr bags and billboards. publicise is often placed by an denote agency on behalf of a company or other organization. 3Page advertisement is a powerful communication force, highschoo lly in sight and one of the most(prenominal)(prenominal) important tools of marketing communication that helps to bewray products, services, ideas and images etcetera Many desire that advertising reflects the need of the times.Whether one likes it or not, advertisements be all over. They are seen on the walls, on the back of buses, in play grounds, on the occasion of sports event, on roadsides, in the stores and even on aeroplanes. Advertisements are seen in newspapers, in magazines, on the television, on lucre and are even comprehend on radio. The event is that we are being bombarded with advertisements day in and day out from all imaginable media. The average consumer is overt to a very large number of advertisements every day, particularly the urban and tractor trailer urban population.In hurt of this, to the dismay and irritation of some and use of others, advertisement go forth comprehend to identify their presence felt in our lives and influence our lives in legion(predicate) unsuspecting expressive styles because of rapid changes in macro- environment and in our perception, impressions, feelings, attitudes and behaviour. It seems roughly impossible to remain totally unbiased and not nurse any notice of modern-day advertising. The most visual part of the advertising performance is the advertisements that we see, read, or hear and praise or criticise.Many sufficient adjectives are used to describe advertising, depending on how an psyche is reacting, such as great, dynamic, alluring, fascinating, annoying, boring, intrusive, rile and offensive, etc. METHODOLOGY For completing this project the required information or the raw data is gathered from the sources like websites , journals, magazines , text edition books etc which is the most difficult line of work of this project making as it is the most time consuming process. but overall this topic is quite interesting to gain knowledge nigh the ethics in ads the controversial ads a lso.The purpose of taking this topic is that in the present scenario advertisement has a great impact on the consumers port so if it becomes unethical it leave alone lead the society in the wrong direction. To overcome these problems certain ethical standards are set up by 4Page the government or linguistic rule bodies and i want to throw a light on this only. morality basically reachs to what is right, good or existent with virtue. Advertising generates complex ethical questions which have to be considered, as this mode of communication commits some highly controversial ethical acts which are damaging to the society as a whole.SUMMARY OF FINDINGS AND RECOMMENDATIONS Here I am restricted to the ethical issues of advertisement associate to television media only as this subject has a very wide arena to be focused on. Her I proficient want to know that how much these set standards are successful in maintaining the dignity of the Indians beliefs and their feeling. 5Page RESEARC H METHODOLOGY TITLE in force(p) Issues In Advertising Advertising is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service.Ethics refers to principles that define bearing as right, good and proper. Such principles do not al vogues bring down a single moral course of action, but return a means of evaluating and deciding among competing options. In the present scenario advertisement has a great impact on the consumers behavior so if it becomes unethical it will lead the society in the wrong direction. To overcome these problems certain ethical standards are set up by the government or regulation bodies. DURATION OF PROJECT This is a very long term project so we have been provided with a period of one month for the completion.To profit it easy this period was bifurcated into conglomerate sections of making blue print, abstract, aggregation primary data, secondary data, making pr eliminary report, secondary report and final report at the end which makes the whole process easy to attempt. OBJECTIVE Advertising plays an important part in our everyday lives as it enables us to choose between different ranges of products. These products are promoted through different types of advertisements and run to all types of markets. On the other hand advertising is 6Pageplagued with social and ethical issues as it results in over consumption and waste of resources. Advertising creates an environment where it abuses certain determine and interests that are not universally agreed upon. Advertisements as Mirrors of prevailing norms Marketers claim that advertising simply mirrors the attitudes and nurtures of the surrounding culture. No query advertising, like the media of social communications in general, does act as a mirror. But, also like media in general. It is a mirror that helps shape the strongity it reflects, and sometimes it presents a distorted image of realit y.Advertisers are selective near the appraises and attitudes to be fostered and encouraged, promoting some while ignoring others The purpose of taking this topic is that in the present scenario advertisement has a great impact on the consumers behavior so if it becomes unethical it will lead the society in the wrong direction. To overcome these problems certain ethical standards are set up by the government or regulation bodies and I want to throw a light on this only. I can differentiate my objectives for taking this topic as follows To know the various ethical marketing strategies of the market leaders. To know how can we make a ethical advertisement. To know the impact of unethical advertisement on the society. To enhance my marketing skills. To know the role of advertisement in the success of any organization. TYPE OF RESEARCH As I took the data from magazines , books, internet links , journals and news papers. It is research of descriptive type. SCOPE OF STUDY Advertising is a powerful communication force, highly visible and one of the most important tools of marketing communication that helps to sell products, services, ideas and images etc. Many remember that advertising reflects the need of the times.Whether one likes it or not, advertisements are everywhere. They are seen on the walls, on the back of 7Page buses, in play grounds, on the occasion of sports event, on roadsides, in the stores and even on aero planes. Advertisements are seen in newspapers, in magazines, on the television, on internet and are even hear on radio. Here I am focusing mainly on the media as a source of advertising. The fact is that we are being bombarded with advertisements day in and day out from all imaginable media. The average consumer is exposed to a very large number of advertisements everyday, particularly the urban and semi urban population.In spite of this, to the dismay and irritation of some and enjoyment of others, advertisement will continue to make their p resence felt in our lives and influence our lives in umteen unsuspecting ways because of rapid changes in macro- environment and in our perception, impressions, feelings, attitudes and behaviors. It seems almost impossible to remain totally neutral and not take any notice of modern-day advertising. The most visible part of the advertising process is the advertisements that we see, read, or hear and praise or criticize. 8Page CORE STUDY INTRODUCTIONAdvertising can be defined as any paid form of non mortalal presentation and promotion of ideas, goods or services through mass media such as newspapers, magazines, television or radio by an identified sponsor So basically advertising is a mass communications device through which companies promote or market their product to the consumer, and this enables them to make informed consumption decisions. Advertising is a powerful communication force, highly visible and one of the most important tools of marketing communication that helps to se ll products, services, ideas and images etc.Many believe that advertising reflects the need of the times. Whether one likes it or not, advertisements are everywhere. They are seen on the walls, on the back of buses, in play grounds, on the occasion of sports event, on roadsides, in the stores and even on aeroplanes. Advertisements are seen in newspapers, in magazines, on the television, on internet and are even heard on radio. The fact is that we are being bombarded with advertisements day in and day out from all imaginable media. The average consumer is exposed to a very large number ofadvertisements everyday, particularly the urban and semi urban population. In spite of this, to the dismay and irritation of some and enjoyment of others, advertisement will continue to make their presence felt in our lives and influence our lives in many unsuspecting ways because of rapid changes in macro- environment and in our perception, impressions, feelings, attitudes and behaviour. It seems al most impossible to remain totally neutral and not take any notice of modern-day advertising. The most visible part of the advertising process is the advertisements that we see, read, or hear and praise or criticise.Many suitable 9Page adjectives are used to describe advertising, depending on how an individual is reacting, such as great, dynamic, alluring, fascinating, annoying, boring, intrusive, irritating and offensive, etc. Advertising plays an important part in our everyday lives as it enables us to choose between different ranges of products. These products are promoted through different types of advertisements and cater to all types of markets. . Advertising enables producers to flesh out their markets and therefore take advantage of economies of scale to reduce unit drudgery costsMany advertisements are designed to generate increased consumption of those products and services through the creation and reinvention of the brand image. For these purposes, advertisements sometim es embed their persuasive message with factual information. Every major medium is used to deliver these messages, including television, radio, cinema, magazines, newspapers, video games, the Internet, carrier bags and billboards. Advertising is often placed by an advertising agency on behalf of a company or other organization.On the other hand advertising is plagued with social and ethical issues as it results in over consumption and waste of resources. Ethics basically refers to what is right, good or consistent with virtue. Advertising generates complex ethical questions which have to be considered, as this mode of communication commits some highly controversial ethical acts which are damaging to the society as a whole. It promotes overselling, exploitation of unsafe groups, vulgarity, offending the public, promoting socially harmful values or behavior and ravishment of privacy.Advertising creates an environment where it abuses certain values and interests that are not universal ly agreed upon. For example in 2001 Yves Saint Laurent launched a fragrance called Opium which featured a naked model. This stirred controversy and people found it offensive and sex was being used openly to promote a perfume. For a fashion magazine the advertisement was fine but for billboards it was inappropriate and 10 P a g e some social groups found it morally and ethically wrong. Some times advertising draws mixed reaction from the public, while sometimes it becomes controversial. NEED OF ADVERTISINGAdvertising is the promotion of a companys products and services carried out primarily to drive gross sales of the products and services but also to build a brand identity operator and communicate changes or new product /services to the customers. Advertising has become an essential element of the corporate world and thence the companies allot a considerable amount of revenues as their advertising budget. in that location are some(prenominal)(prenominal) reasons for advertis ing some of which are as follows Increasing the sales of the product/service Creating and maintaining a brand identity or brand image. communicating a change in the existing product line. Introduction of a new product or service. Increasing the buzz-value of the brand or the company. importation of Advertising Basically advertising creates wants but does not fulfill them, a someone may see an advertisement for a product, it might be glossy and fancy and he might be attracted to buy the product. He might eventually buy it but it will not fit him it will just be a waste. Its a unequal term material pleasure which just drives the economy by over consumption of goods and services. It keeps the consumer in doubt about what to buy and in what quantities and this doubt in turn has ethical implications.Four reasons are attributed to the fugacious nature of the way advertising practices are being carried out in growth countries. 11 P a g e 1. The role of knowledge and Communicati on technologies As ICTs evolve so do marketing practices. If yesterday it was television that revolutionized the way advertisements could create a lasting impact on the consumer, then today the internet and shout text messages are doing just that. 2. The world today is an increasingly global village Social and social boundaries are fast falling in the wake of cable television and the like. 3.Rapid economic expansions in countries like China and India have meant that marketers have to quickly respond to the changing socio-economic scenarios. Millions of people have entered the middle classify and millions more are poised to do so. For marketers, the consequences can be beware boggling-as incomes and spending powers rise, marketers have to respond to increasing demands from consumers. 4. Better and improved marketing research has meant that the entire populace is not seen in totality but rather as a congeries of different types of consumers. TYPES OF ADVERTISING thither can be so me(prenominal) branches of advertising.Mentioned below are the various categories or types of advertising. 12 P a g e Celebrity mete out advertising Advertising Print OutdoorAdvertising Advertising TYPES OF Infomercials ADVERTISING Public helper Advertising Covert Advertising Surrogate Advertising 13 P a g e 1. Print Advertising Newspapers, Magazines, Brochures, and Fliers and less prevalent newspaper would cost far less than placing an advertisement in a everyday newspaper The print media have always been a popular advertising medium. Advertising products via newspapers or magazines is a common practice.In accessory to this, the print media also offers options like promotional brochures and fliers for advertising purposes. Often the newspapers and the magazines sell the advertising space according to the area occupied by the advertisement, the coif of the advertisement (front page/middle page), as well as the readership of the publications. For shell an advertisement in a relatively new with a high readership. The price of print ads also depend on the supplement in which they appear, for example an advertisement in the glossy supplement costs way higher than that in the newspaper supplement which uses a mediocre berth paper. 2.Outdoor AdvertisingBillboards, Kiosks, Tradeshows and Events 14 P a g e Outdoor advertising is also a very popular form of advertising, which makes use of several tools and techniques to attract the customers outdoors. The most common examples of outdoor advertising are billboards, kiosks, and also several events and tradeshows organized by the company. The billboard advertising is very popular however has to be really terse and dodgy in order to grab the attention of the passersby. The kiosks not only provide an easy outlet for the company products but also make for an powerful advertising tool to promote the companys products.Organizing several events or sponsoring them makes for an excellent advertising opportunity. The company can organize trade fairs, or even exhibitions for advertising their products. If not this, the company can organize several events that are closely associated with their field. For instance a company that manufactures sports utilities can sponsor a sports tour designnt to advertise its products. 3. aerate advertising Television, Radio and the Internet The radio jingles have been very popular advertising media and have a large impact on the reference, which is evident in the fact that many people still rememberand enjoy the popular radio jingles Broadcast advertising is a very popular advertising medium that constitutes of several 15 P a g e branches like television, radio or the Internet. Television advertisements have been very popular ever since they have been introduced. The cost of television advertising often depends on the duration of the advertisement, the time of broadcast (prime time/peak time), and of course the popularity of the television channel on which th e advertisement is going to be broadcasted. The radio might have helpless its charm owing to the new age media however the radio mud to be the choice of small-scale advertisers.4. Covert Advertising Advertising in Movies Covert advertising is a unique kind of advertising in which a product or a particular brand is compound in some entertainment and media channels like celluloids, television shows or even sports. there is no commercial message in the entertainment but the brand or the product is Subtly ( or sometimes evidently) showcased in the entertainment show. Some of the famous examples for this sort of advertising have to be the appearance of brand Nokia which is displayed on Tom Cruises phone in the movie Minority Report, or the use of Cadillac cars in the movie Matrix Reloaded.16 P a g e replenishment Common examples include of Fosters and Kingfisher beer help Indirectly brands, which are often seen Advertising to promote their brand with the Advertising advertising . 5. Surrogate Surrogate advertising is conspicuously seen in cases where advertising a particular product is banned by law. Advertisement for products like cigarettes or alcohol which are injurious to heathland are prohibited by law in several countries and hence these companies have to come up with several other products that might have the corresponding advertising as an effectiveenergy communication medium to convey AIDS, socially relevant messaged about like 17 P a g e important matters and social welfare causes Causes integrity, Advertising for Social political 6. Public Service Advertising conservation, bottles of the same brand. deforestation, illiteracy, pauperization and people of the cigarettes or beer so on. ent or the summary of an interesting point. You can position the text box anywhere in the document. Use the text Box Tools tab to change the formatting of the pull quote text box. brand name and indirectly remindToday public service advertising has been increasi ngly used in a non-commercial fashion in several countries across the world in order to promote various social causes. In USA, the radio and television stations are tending(p) on the basis of a fixed amount of Public service advertisements aired by the channel. 7. Celebrity Advertising 18 P a g e and the modern day consumer getting immune to the amplify claims made in a majority of advertisements, there exist a section of advertisers that Using celebrities for advertising involves signing up celebrities for advertisingcampaigns, which consist of all sorts of advertising including, television ads or even print advertisements. Although the audience is getting smarter and smarter still bank upon celebrities and their popularity for advertising their products. Infomercials in that location are two types of infomercials, described as long form and short form. Long form infomercials have a time length of 30 minutes. Short form infomercials are 30 seconds to 2 minutes long. Infomercia ls are also cognise as direct reply television (DRTV) commercials or direct response marketing.The main objective in an infomercial is to create an impulse purchase, so that the consumer sees the presentation and then immediately buys the product through the advertise toll-free telephone number or website. Infomercials describe, display, and 19 P a g e often demonstrate products and their features, and commonly have testimonials from consumers and industry professionals. morals 1. INTRODUCTION In this era of globalization &multinational competition, ethical practices in business are assuming importance as relationships with various suppliers& customers are shaped by ethical practices& mutual verify.So, ethical decision taking assumes importance in todays corporate world. 2. What Is Ethics? Ethics refers to principles that define behavior as right, good and proper. Such principles do not always dictate a single moral course of action, but provide a means of evaluating and decidi ng among competing options. The terms ethics and values are not interchangeable. Ethics is concerned with how a moral person should behave, whereas values are the inner judgments that determine how a person actually behaves. Values concern ethics when they pertain to beliefs about what is right and wrong. near values, however, have nothing to do with ethics. For instance, the desire for health and wealth are values, but not ethical values. 3. The Importance of Universality Most people have convictions about what is right and wrong based on spectral beliefs, cultural roots, family background, personal experiences, laws, organizational values, professional norms and political habits. These are not the best values to make ethical decisions by not because they are unimportant, but because they are not universal. In 20 P a g econtrast to consensus ethical values such rudiments as trustworthiness, respect, responsibility, fairness, caring and citizenship personal and professional be liefs vary over time, among cultures and among members of the same society. They are a source of continuous historical disagreement, even wars. at that place is nothing wrong with having strong personal and professional moral convictions about right and wrong, but unfortunately, some people are moral imperialists who examine to impose their personal moral judgments on others.The universal ethical value of respect for others dictates honoring the dignity and autonomy of each person and cautions against selfrighteousness in areas of legitimate controversy. 4. Why Be Ethical? People have carve up of reasons for being ethical There is inner benefit. Virtue is its own reward. There is personal advantage. It is prudent to be ethical. Its good business. There is approval. cosmos ethical leads to self-esteem, the admiration of loved ones and the respect of peers. There is religion. Good behavior can please or help serve a deity. There is habit. Ethical actions can fit in with upbrin ging or training. There are obstacles to being ethical, which include The ethics of self-interest When the motivation for ethical behavior is self-interest, decision-making is reduced to risk-reward calculations. If the risks from ethical behavior are high or the risks from unethical behavior are low and the reward is high moral principles succumb to expediency. This is not a small problem 21 P a g e Many people cheat on exams, lie on resumes, and distort or falsify facts at work.The real test of our ethics is whether we are willing to do the right thing even when it is not in our self-interest. The pursuit of happiness It depends on how one defines happiness. Our values, what we prize and desire, determine what we think will make us happy. We are free to pursue material goals and physical sensations, but that alone seldom (if ever) leads to enduring happiness. It more often results in a lonely, disconnected, meaningless existence. The morally mature individual finds happiness in grander pursuits than money, status, sex and mood-altering substances.A deeper satisfaction lies in honoring universal ethical values, that is, values that people everywhere believe should inform behavior. That unity between principled belief and honorable behavior is the foundation for real happiness. Ethical Principle in Advertising All advertising should be legal, decent, honest and truthful. Every advertisement should be prepared with a due sense of social responsibility and should accommodate to the principles of fair competition, as generally accepted in business. No advertisement should be such as to impair public confidence in advertising. Decency Advertisements should not contain statements or visual presentations which offend prevailing standards of decency honesty Advertisements should be so framed as not to abuse the trust of consumers or exploit their lack of experience or knowledge. Social right 22 P a g e 1. Advertisements should not apologise any form of discrimination, including that based upon race, national origin, religion, sex or age, nor should they in any way undermine human dignity. 2. Advertisements should not (without justifiable reason) play on fear. 3.Advertisements should not appear to condone or incite violence, or to encourage unlawful or reprehensible behavior. 4. Advertisements should not play on superstition. Truthful presentation Advertisements should not contain any statement or visual presentation which directly or by implication, omission, ambiguity or exaggerated claim is likely to mislead the consumer, in particular with regard to 1. characteristics such as nature, composition, method and date of manufacture, range of use, efficiency and performance, quantity, commercial or geographical origin or environmental impact2. the value of the product and the total price actually to be paid 3. delivery, exchange, return, sterilize and maintenance 4. terms of guarantee 5. copyright and industrial property rights suc h as patents, trade marks, designs and models and trade names 6. official recognition or approval, awards of medals, prizes and diplomas 7. the extent of benefits for charitable causes. 8. Advertisements should not misuse research results or quotations from skillful and scientific publications. Statistics should not be so presented as to exaggerate the daring of advertising claims.Scientific terms should not be used to falsely ascribe scientific validity to advertising claims. Comparisons 23 P a g e Advertisements containing comparisons should be so designed that the comparison is not likely to mislead, and should comply with the principles of fair competition. Points of comparison should be based on facts that can be substantiated and should not be unfairly selected. Unassembled Merchandise When advertised merchandise requires partial or complete assembly by the purchaser, the advertising should disclose that fact, e. g. , unassembled, partial assembly required. Testimonial sAdvertisements should not contain or refer to any testimonial or endorsement unless it is genuine, verifiable, relevant and based on personal experience or knowledge. Testimonials or endorsements that have become rare or misleading through passage of time should not be used Portrayal or imitation of personal property Advertisements should not portray or refer to any persons, whether in a backstage or a public capacity, unless prior license has been obtained nor should advertisements without prior permission depict or refer to any persons property in a way likely to convey the impression of a personal endorsement. Exploitation of goodwill Advertisements should not make unjustifiable use of the name, initials, logo and/or trademarks of another firm, company or institution nor should advertisements in any way take undue advantage of another firm, person or institutions goodwill in its name, trade name or other intellectual property, nor should advertisements take advantage of the g oodwill gain by other advertising campaigns. Imitation 24 P a g e 1.Advertisements should not imitate the general layout, text, slogan, visual presentation, unison and sound effects, etc. , of any other advertisements in a way that is likely to mislead or confuse the consumer. 2. Where advertisers have established classifiable advertising campaigns in one or more countries, other advertisers should not unduly imitate these campaigns in the other countries where the former may operate, thus preventing them from extending their campaigns within a reasonable period of time to such countries