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.Broadcast Code for Advertising to 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 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.TED 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. edia_and_the_end_of_gender.htmlhttp:// edia_and_the_end_of_gender.html

* For fun, you can play around with this Gendered Advertising Remixer to remix "girl" and "boy" ads.Gendered Advertising Remixer * 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 The Brand Alphabet * Retail Alphabet Game Retail Alphabet Game * Time to go to work!