Download Advertising basically manipulation and not moral

Advertising basically
manipulation and not moral
Group 2:Saurabh Gupta,08
Bhabani Shankar Maiti,19
Mangesh Narkar,29
Pulkit Singhi,50
Advertising A part of promotion mix
can be define as:
A paid form of
Non personal Communication
From an identified sponsor
Using mass media
To persuade or influence audience
TYPES OF MISUSE THE
ADVERTISEMENTS
• Unfair Advertising
• Unauthentic Advertising
• Unethical Advertising
• Knowingly False Advertising
• Subliminal Advertising
• Acollective term for public
announcements designed to promote the
sale of specific commodities or services
while being integrated below the
thresholds of perception or awareness.
• Unconscious emotional manipulation by
–Suggestion, or
–Association
Unfair emotional Appeals
• Unrealistic Claim
– A cologne ad claiming their product will make the wearer
irresistible to women.
• False Authority
– Sunny Deol selling underwear.
– Karina Kapoor selling sim cards cell phones
• Association
– a cigarette advertisement featuring a scenic waterfall, or
healthy people engaged in rugged physical activity.
– A cool drinks ad featuring an attractive model inexplicably
spraying water on herself.
• Apparently, advertising deceives people
into buying things that they don’t really
need
–Apparently, advertising lies, deceives and
misleads
–Apparently, advertising makes people think
they need things that they shouldn’t even want
–Some people even think it makes us unhappy
becaise it violates ETHICS!
Unethical Advertising
•
Six key issues
1. Poor taste and offensive advertising
2. Stereotyping
3. Body and self image
4. Targeting children
5. Misleading claims and other message
strategies
6. Controversial products
8
Ethical Ad?
Poor Taste/Offensive
• Advertisers and
media outlets must
try to be sensitive to
consumer objections
• Sex in advertising
Misleading Claims
Advertising claims
are unethical if they
are false,
misleading, or
deceptive
Controversial ads
• Though it is
acceptable to
advertise these
products, it is still
offensive to
some
Manipulative marketing in food
products
• Zero gram trans fat
– Contain high amount Saturated and total fat
• “All natural”
– citric acid, fructose syrup, and other artificial additives
• Made with “whole grains”
– Contain only small amount of whole grain, main ingraident
refined wheat flower
• Light
– Light in colour and not fat
• Fresh
– Simply means not frozen or uncooked, but allowed to keep in
ice and keep chilled.
• False Ads  Deliberately Misinform
– Airborne & Bodyflex Ads
• Deceptive Ads  Over Exaggerate
– Axe Ad
Examples of False Advertising
• Airborne recently
settled a lawsuit for
false advertising. The
box claimed the
supplement was a
“miracle cold buster”
with no factual evidence
of preventing colds.
• Bodyflex, an 18-minute
routine with a Bodyflex
Gym Bar, guaranteed in
their ads and
infomercials that in just
Axe add – over exaggerate
• The Indian government
suspended a television
advertisement for Axe men's
deodorant, made by Mumbaibased Hindustan Unilever Ltd.
• The ad shows a man transform
into a walking chocolate figurine
after spraying himself with Axe's
Dark Temptation deodorant.
• As he walks through the city,
women throw themselves at him,
licking and biting off various
parts of his body.
Crestor – cholesterol lowering
drug - case study
Crestor – cholesterol lowering drug
- case study
•
Aztra Zeneca, the maker of the cholesterol-lowering drug Crestor, has
been accused of false advertising.
A medication can be more effective and just as
safe" -- this statement plays down the risks involved in taking a 40 mg
dose of Crestor
The FDA has confidence in the safety and
efficacy of Crestor" -- this statement is totally misleading.
•
According to the Food and Drug Administration (FDA), the drug company
has printed misleading claims about Crestor's safety .
• Medicine is helpful in specific conditions only
• Ad is facing ban
STUDY OF FOOD ADVERTISING ON
TELEVISION AIMED AT CHILDREN
1. Study in India covering Maharashtra and
Delhi, how children influence buying
decisions of the family.
2. Study in Asia Pacific covering 5 countries:
India, Malaysia, Philippines, South Korea,
Indonesia.
3. Central European county
MAIN FINDINGS OF STUDIES
• Food ads are largest category of
products advertised to children in all
countries.
• Most prolific advertiser - McDonalds.
Others widely advertised are Nestle,
Kelloggs, & Cadburys.
• Extent of protection of children from ads
MAIN FINDINGS OF STUDIES
India:
• Advertising is one of major factors greatly
influencing parent’s decision
• Food ads are often aimed at children
• 50% of adults revealed that children influence
their buying decisions.
MAIN FINDINGS OF STUDIES
• Nutritional analysis of food ads:
-50% for products high in sugar
-62% for products high in fat
-61% for products high in salt
• Overall 95 % for products high in fat, sugar and
salt
• Many food ads make misleading claims, use
RECOMMENDATIONS
• Laws to regulate ads to children
• Advertising regulation should prohibit misleading, unfair
or excessive number of ads.
• Ensure effective enforcement of ad regulations.
Regulatory bodies should :
- be independent and impartial;
- have transparent decision-making process;
- include consumer representation;
- have majority non-industry interests in decision-making bodies;
Not all ads are manipulative
Types of positive ads
• Social message
• Education
• Safety message
Thanks