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Advertising and Society
Chapter 3
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
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Demand Creation
 Demand creation means using an external
message to drive people to feel a need or
want.
 Demand creation is an economic force
that drives progress and the search for
better products.
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Marketing/Cultural Imperialism
 Marketing/Cultural imperialism is a term
that is used to describe what happens
when Western culture is imposed on
others.
 Specially in case of Asian, Middle East or
in African culture.
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Wells, Moriarty, Burnett & Lwin - Xth Edition
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Advertising’s Legal Environment
 Trademark: A trademark is a brand,
corporate or a store name or a distinctive
symbol that identifies the seller’s brand
and thus differentiates it from the brands
of other sellers.
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 Copyright:
A copyright gives an
organization the exclusive right to use or
reproduce original work such as an
advertisement or package design for a
period of time.
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
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Wells, Moriarty, Burnett & Lwin - Xth Edition
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Advertising and Social Responsibility
 What is Ethical?
- Something right or wrong
- Ethics is a set of moral principles that
guide actions and create a sense of
responsible behavior.
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Advertising Code of Ethics
Basic Tenets
All advertising should be legal, decent,
honest, and truthful.
Advertising should not be in conflict with
the public morals.
Every advertising should be prepared with
a due sense of social responsibility and should
conform to the principle of fair competition, a
general acceptance in business.
No advertising should impair public
confidence in advertising
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Details of Practice
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Practice within the limits of standard of practice under the rule of law.
Should not perform any action that will damage the reputation of the
industry
Be socially and morally responsible.
Should not create advertisements that degrade any religion or belief held
by the public.
Should not create advertisements that distort the facts about the product
or service or over exaggeration of the qualities that may mislead
consumers.
Should not create advertisements that use superstition and belief in luck
to motivate consumers.
Should not create advertisements that copy the logo, slogan or message
from other advertisements that may mislead consumers in the
identification of the product.
Should not create advertising that uses statistics and results of scientific
research in ways that will mislead consumers about the benefits of the
product.
Should not create advertising that makes references to people or
institutions that do not exist or have not used or tested the product.
Should not create advertising that may be harmful to youth by taking
advantage of their lack of knowledge to exploit and abuse them.
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- When the code, the rule or regulation do
not cover, the advertiser has to make the
decision
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Key Ethical Issues in Advertising
 Poor taste and offensive advertising
 Stereotyping
 Body and Self-Image problems
 Targeting strategies
 Problems with advertising claims and
other message strategies
 Issues surrounding the marketing of
controversial products
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Key Issues in Advertising

Poor Taste/Offensive Advertising
- Advertisers and media outlets must try
to be sensitive to consumer objections
- Who can expose to the ad?
 Creating guidelines for good taste is difficult
 Sex in advertising
- sex is relevant to the product?
- Violence
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Key Issues in Advertising
 Reinforcing Stereotypes
: representation of a cultural that emphasizes
the trait that may or may not communicate an
accurate representation of the group
• Diversity group
• Gender role e.g. Men are strong VS
Women are weak
• Senior citizens
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Key Issues in Advertising
 Body & Self Image
 Women, men representation in ad
e.g. health care product, weight loss product,
etc.
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Key Issues in Advertising
 Advertising to Children
 One of the most controversial topics in the
industry
 Children are unable to evaluate advertising
messages and make purchasing decisions
e.g. Toy product, snack, junk food
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Key Issues in Advertising
 Controversial Products
 Though it is acceptable to advertise these
products, it is still offensive to some
 Products are deemed unhealthy or dangerous
 E.g. Tobacco, alcohol, gambling
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ADVERTISING Principles and Effective IMC Practice
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Manipulative Ad
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Key Issues in Advertising
 Misleading Claims
- Unethical if it is false
• Puffery: Advertising or other sales
representations, which praise the item with
subjective opinions, superlatives or
exaggerations, vaguely and generally, stating no
specific facts
e.g. Campbell Soup, “America’s favourite food”
Pepsi, “The Choice of a New Generation”
• Endorsement or testimonial
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Examples: Ethical issues
 A local retailer claiming it has the best
merchandise in town.
 Showing a handicapped consumer in
desperate need of help.
 Suggesting that wearing a particular brand
of basketball shoe makes you more
popular.
 Tobacco and alcohol ads that appear in
magazines read by 17-year-olds.
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Advertising and Other Regulatory
Agencies
 Self Discipline – Advertising Agency
 Self Regulation – The industry develops,
uses, enforces norms
 Outside help – Media co.
 Social Responsibility-
motivates a business to
perform a useful function within society and to make the positive
impact on society e.g. SPY Cooler responsible for drinks campaign,
Drive Don’t Drink, Honda Safety Drive Campaign
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Regulatory Factors
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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
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Advertising which is legal is not always ethical.
VS
Advertising which is ethical is always legal.
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Issues
 Personal  Safety, Security, Fear, Love, Affection, Humor,
Happiness, Joy, Nostalgia, Sentiment, Excitement,
Arousal/stimulation, Sorrow/grief, Pride,
Achievement/accomplishment, Self-esteem,
Actualization, Pleasure, Ambition, Comfort
 Social  Recognition, Status, Respect, Involvement,
Embarrassment, Affiliation/belonging, Rejection,
Acceptance, Approval
Wells, Moriarty, Burnett & Lwin - Xth Edition
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