Presentation is loading. Please wait.

Presentation is loading. Please wait.

Ethics in Advertisement Ethics or Advertising or Communication Ethics and Advertising and Communication ETHICAL ADVERTISING AND COMMUNICATION.

Published byMiranda Barnett Modified over 9 years ago

Similar presentations

Presentation on theme: "Ethics in Advertisement Ethics or Advertising or Communication Ethics and Advertising and Communication ETHICAL ADVERTISING AND COMMUNICATION."— Presentation transcript:

1 Ethics in Advertisement Ethics or Advertising or Communication Ethics and Advertising and Communication ETHICAL ADVERTISING AND COMMUNICATION

2 RESPONSIBILITY Content – positive?/negative? Individual/Shared (common) Internal/External  Micro/Macro Relationship with media Who has bigger?  For profit  Not for profit

3 Definitions Ethics The most complex and most general ruling system of human behaviour. Expressed in ideas, norms, habits and acts: assessing the contradictional dynamic balance of good and bad. Recommended but not obligatory/improper, but not forbidden yet. Advertising Any PAID form of nonpersonal communication about an organisatuion, product, service, or idea by an identified sponsor PSA: Public Service Announcement donated by the current media coverage

4 FEATURES Ethics Goes hand in hand with culture More flexible than the legal system Its structure is bottom to top Market conditions and structures There should always be a strong feedback concerning unethical commercial behaviour Advertising General mutual mistrust (washing powder testimonials) New types of abuses: contests, sales, premium offers, loyalty programmes Unethical practices like mail order, telemarketing INTERNET E-commerce, G- commerce (non-existing companies, warranty, etc)

5 PROBLEMS Ethics Not all issues can be regulated A marketing or promotion action may be legal, but not ethical (Danone Familia, Vodafone) Advertising/Communication Shocking, offensive PR (be visible, still ethical) CSR (fashion? Must? Real aims?) Etap environm. Prot. guidelines Children –in advertisements, sick children, etc

6 Legal, but not ethical Danone Familia http://www.youtube.com/ watch?v=Ng3jJJTp6ik http://www.youtube.com/ watch?v=Ng3jJJTp6ik Vodafone http://www.youtube.com/ watch?v=z_WF6Ijwc_I http://www.youtube.com/ watch?v=z_WF6Ijwc_I

7 Shocking/offensive pictures

8 CHILDREN IN ADVERTISEMENTS http://www.youtube.com/watch?v=lNGy61 6TQtA&feature=endscreen&NR=1 Aldi http://www.youtube.com/watch?v=lNGy61 6TQtA&feature=endscreen&NR=1 http://www.youtube.com/watch?v=FgG2ry CHjMo Neogranormon http://www.youtube.com/watch?v=FgG2ry CHjMo

9 RESULTS (Ethics) Current situation is controversial Due to the prolonged recession, the rise of dissonant processes is predicted Permanent conflicts between the short term business performance and the moral one (Arany Alkony=Golden End) Before any kind of action, the most complex analysis should be done (Charity for the Sludge Flood refugees)

10 Sludge Flood Sludge flood http://www.youtube.com/watch?v=MyzL cdUKgtw&NR=1&feature=endscreen http://www.youtube.com/watch?v=MyzL cdUKgtw&NR=1&feature=endscreen

11 CONSEQUENCES (Advertising/Communication) Do we need them? Do they make us buy things we do not neet at all? Do they encourage materialism? Is it just the reflection of the society? Do they make us aware of products and services? Do they help us to make certain purchase decisions? Do they encourage consumption and foster economic growth?

12 COMMON AIMS (ethics and advertising) Regulation should:  Protect competition  http://www.youtube.com/watch?feature=endscreen&NR= 1&v=qQVU-b2pE6w http://www.youtube.com/watch?feature=endscreen&NR= 1&v=qQVU-b2pE6w

13 COMMON AIMS (ethics and advertising) Regulation should:  Protect consumers from economic or physical harm (medicines)  http://www.youtube.com/watch?NR=1&feature =endscreen&v=crkHJnMxNo4 http://www.youtube.com/watch?NR=1&feature =endscreen&v=crkHJnMxNo4  http://www.youtube.com/watch?v=wtJbGANK 9G8 http://www.youtube.com/watch?v=wtJbGANK 9G8

14 COMMON AIMS (ethics and advertising) Regulation should:  Control deceptive or unfair content (services)  http://www.youtube.com/watch?v=PRNvhGN D7Kc Unethical advertising http://www.youtube.com/watch?v=PRNvhGN D7Kc  http://www.youtube.com/watch?v=I_VBfsGAc G0 Bonux http://www.youtube.com/watch?v=I_VBfsGAc G0

15 COMMON AIMS (ethics and advertising) Regulation should:  Concern how advertising/communication is delivered (visual effects)

16 COMMON AIMS (ethics and advertising) Regulation should:  Protect susceptible groups and fight against stereotypes (gender, ethnical minorities, women- role in the society, sex objects, elderly people, etc)

17 Reasons for success/failure For profit communication STP model Consumer insights Marketing research IMC solutions Product placement Endorsement Animals, children, sexuality Not for profit communication Topics Common values Channels Reliability, reputation, endorsement Visibility Ethical approach Legal issues Fight for the 1%

18 Most common not for profit topics Family abuse Anti-smoking Responsible drinking Drug addiction Animals Environment protection Women as sexual objects Ethnical minorities Healthcare Wars Homeless Refugees 1% tax foundations

19 Family abuse http://www.youtube.com/watch?NR=1&v= 7d4gmdl3zNQ&feature=endscreen http://www.youtube.com/watch?NR=1&v= 7d4gmdl3zNQ&feature=endscreen

20 Family abuse http://videa.hu/videok/emberek- vlogok/csaladon-beluli-eroszak- csalad-gyerek- 6IQXVji1WRowYMgH

21 ANTI SMOKING Campaigns

22

23

24

25

26 Responsible drinking http://www.watchmojo.com/inde x.php?id=6310 http://www.emercedesbenz.com /autos/mercedes-benz/c- class/jenson-button-and-mika- hakkinen-in-new-johnnie-walker- commercial-video http://www.watchmojo.com/inde x.php?id=6310 http://www.emercedesbenz.com /autos/mercedes-benz/c- class/jenson-button-and-mika- hakkinen-in-new-johnnie-walker- commercial-video

27 Responsible drinking

28 Drug addiction http://www.youtube.com/watch? feature=endscreen&v=V75yvaY GyTA&NR=1 http://www.youtube.com/watch? feature=endscreen&v=V75yvaY GyTA&NR=1

29 Animals

30 Environment protection

31 Environment protection http://www.youtube.com/watc h?feature=endscreen&v=QD2 WTK94c1U&NR=1 http://www.youtube.com/watc h?feature=endscreen&v=QD2 WTK94c1U&NR=1

32 Women as sexual objects

33 Ethnical minorities http://rt.com/news/hungary- roma-crime-poverty http://rt.com/news/hungary- roma-crime-poverty

34 Healthcare http://www.youtube.com/watc h?v=909QO9kpbKM http://www.youtube.com/watc h?v=909QO9kpbKM

35 Wars

36 Homeless http://www.dailymotion.com/v ideo/xnbtlc_homeless-in- hungary-face-jail-for-sleeping- rough_news http://www.dailymotion.com/v ideo/xnbtlc_homeless-in- hungary-face-jail-for-sleeping- rough_news

37 Refugees/immigrants http://www.youtube.com/watc h?v=ZT-kcDph2HQ http://www.youtube.com/watc h?v=ZT-kcDph2HQ

38 1% foundations http://www.youtube.com/watch?v=22KeD CeXP78 http://www.youtube.com/watch?v=22KeD CeXP78

39 Think responsibly! Think it twice!

Download ppt "Ethics in Advertisement Ethics or Advertising or Communication Ethics and Advertising and Communication ETHICAL ADVERTISING AND COMMUNICATION."

Similar presentations

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
PROMOTION BY UNDRAM AND PATIST. PROMOTION Promotion describes the methods used by a business to inform, persuade a target market about its product. Promotion.

PROMOTION BY UNDRAM AND PATIST. PROMOTION Promotion describes the methods used by a business to inform, persuade a target market about its product. Promotion.
Ethical Aspects of Advertising and Promotion Advertising and Promotion. McGraw-Hill/Irwin© 2004 The McGraw- Hill Companies, Inc., Chapter 22.

Ethical Aspects of Advertising and Promotion Advertising and Promotion. McGraw-Hill/Irwin© 2004 The McGraw- Hill Companies, Inc., Chapter 22.
Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1 Advertising and Society Part 1: Foundations Chapter 3.

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1 Advertising and Society Part 1: Foundations Chapter 3.
Social, Ethical, and Regulatory Aspects of Advertising and Promotion

Social, Ethical, and Regulatory Aspects of Advertising and Promotion
Chapter = 5 Economic and social aspects of advertising.

Chapter = 5 Economic and social aspects of advertising.
Increasing Social Responsibility

Increasing Social Responsibility
© 2009 South-Western, Cengage LearningMARKETING 1 Chapter 2 SOCIALLY RESPONSIVE MARKETING 2-1The Impact of Marketing 2-2Criticisms of Marketing 2-3Increasing.

© 2009 South-Western, Cengage LearningMARKETING 1 Chapter 2 SOCIALLY RESPONSIVE MARKETING 2-1The Impact of Marketing 2-2Criticisms of Marketing 2-3Increasing.
An Introduction to Integrated Marketing Communications

An Introduction to Integrated Marketing Communications
The Audience and How to Reach It Chapter 11. Chapter Objectives: Understand how the mass media— newspapers, magazines, radio, television and online services—operate.

The Audience and How to Reach It Chapter 11. Chapter Objectives: Understand how the mass media— newspapers, magazines, radio, television and online services—operate.
Chapter 14 Integrated Marketing Communication Strategy.

Chapter 14 Integrated Marketing Communication Strategy.
Social, Ethical, and Regulatory Aspects of Advertising

Social, Ethical, and Regulatory Aspects of Advertising
A guide for developing a marketing plan Guideline for cultural analysis Guideline for economic analysis Guideline for market audit and competitive analysis.

A guide for developing a marketing plan Guideline for cultural analysis Guideline for economic analysis Guideline for market audit and competitive analysis.
 Effect on the Value of Products or Services  Effect on Prices  Effect on Consumer Demand & Consumer Choice  Effect on Competition.

 Effect on the Value of Products or Services  Effect on Prices  Effect on Consumer Demand & Consumer Choice  Effect on Competition.
A.S 3.3 Describe and illustrate resource allocation via the public sector to compensate market failure.

A.S 3.3 Describe and illustrate resource allocation via the public sector to compensate market failure.
Responsibility, Ethics and Advertising Ethics or Advertising or Communication Ethics and Advertising and Communication Prof. Judit Papp ETHICAL ADVERTISING.

Responsibility, Ethics and Advertising Ethics or Advertising or Communication Ethics and Advertising and Communication Prof. Judit Papp ETHICAL ADVERTISING.
Advertising and Society

Advertising and Society
THE PROMOTIONAL MIX #66- Roles of Promotional Mix on SER.

THE PROMOTIONAL MIX #66- Roles of Promotional Mix on SER.
Social, Ethical, & Regulatory Aspects of Advertising 4.

Social, Ethical, & Regulatory Aspects of Advertising 4.
1 Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed McGraw-Hill/Irwin An Introduction to Integrated Marketing Communications.

1 Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed McGraw-Hill/Irwin An Introduction to Integrated Marketing Communications.

Similar presentations

Ads by Google