Download Advertising Standards Canada

*
Advertising Standards Canada
* Non-profit organization
* Mandate is to maintain consumers’ confidence
in advertising
* Two divisions
* Canadian code of Advertising Standards handles
complaints from special interest groups and
consumers.
* The other previews ads, helping advertisers
adhere to codes and standards
*
* These codes are designed to help set and
maintain standards of accuracy, fairness,
honesty, truth, and appropriateness in
advertising.
* They include: (see next slide)
*
* Advertising to children
* Disguised advertising
* Price claims
* Bait and switch
* Guarantees
* Comparative Advertising
* Testimonials
* Professional or scientific claims
* Imitation
* Safety
* Superstitions and Fears
* Advertising to minors
* Unacceptable Depictions and Portrayals
*
*
* The purpose of the Broadcast Code for
Advertising to Children is to serve as a guide
for advertisers when preparing commercial
messages for children.
* Children, especially young children, live in a
world that is sometimes real and sometimes
imaginary and sometimes they are unable to
distinguish between the two.
* The code encourages advertisers to recognize
these special characteristics when advertising
to an audience of children.
* Below is a list of codes to abide by when
advertising to children: (next slide)
* Factual Presentation
* product Prohibitions
* Avoiding Undue Pressure
* Scheduling
* Promotion by Program Characters, Advertiser-Generated
Characters and Personal Endorsements
* Price and Purchase terms
* Comparison Values
* Safety
* Social Values
* Substantiation required
* Assessment
* Have you heard of the expression "sex sells"?
* Women, and often parts of women, are used in
advertising to help promote, market and sell
products (in many ads, the same can be said
about men).
* As young girls grow up, the portrayal of women
in media can impact the way they think about
themselves and their perception of beauty.
*
* As you've studied, many ads feature a
constructed and false reality, thanks to
Photoshop and other trickery.
* In fact, some celebrities are now insisting that
magazines feature honest, unaltered photos of
them, hoping to promote a more authentic
image.
* Killing us Softly: Media's view of women
•
Can this portrayal be changed? If so, how?
•
•
Do you think this will make a difference?
In the following TED video, the presenter argues that social
media can help.
Since women outnumber men in the use of social media and
online activity, she argues that corporations will eventually
hire more women in positions of leadership.
•
http://www.ted.com/talks/lang/en/johanna_blakley_social_m
edia_and_the_end_of_gender.html
* For fun, you can play around with
this Gendered Advertising Remixer to remix
"girl" and "boy" ads.
* Do you think these ads promote a gender
stereotype or reflect an actual difference
between boys and girls?
* Companies work hard to get consumers of all
ages to recognize their brands early, and for
life. One of the ways people associate with a
brand is by a logo. How well can you recognize
logos? Do you think they have an influence over
what you choose to purchase as a consumer?
* The Brand Alphabet
* Retail Alphabet Game
* Time to go to work!
*