PROF 104- ADVERTISING

FINAL - Module 1
Prepared by: MS. MARIANNE U. HASIMAL

Appraisal of Advertising and Its Effects on Society

Module Overview

This module critically examines the role of advertising in modern society, focusing on
arguments against advertising, its social effects, and ethical concerns. Through exploring these
perspectives, students will gain insights into both the positive and negative influences of
advertising on culture, values, and consumer behavior.

Learning Objectives:

By the end of this module, students should be able to:

1. Understand and critically evaluate common arguments against advertising.

2. Analyze the social effects of advertising and its influence on behavior, norms, and
values.
3. Identify and discuss ethical issues in advertising, including privacy, exploitation, and the
role of regulations.
4. Develop a balanced, informed perspective on advertising’s role in society.

Lesson 1: Arguments Against Advertising

In this lesson, students explore common criticisms of advertising and how these critiques
challenge the industry’s practices.

 Economic Criticisms:

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 • Resource Waste: Advertising spending is sometimes seen as economically
wasteful, diverting resources from productive sectors. Some argue that
advertising costs are ultimately passed on to consumers.

• Encouragement of Over consumption: Advertising often creates artificial demand,

pushing consumers to buy products they don’t need and contributing to a
materialistic culture.

 Psychological Criticisms:

• Manipulation Tactics: Advertising frequently uses psychological tactics to

influence consumer behavior, often by exploiting emotions, insecurities,
or fears.

• Impact on Mental Health: Ads that promote unrealistic beauty standards or

“ideal” lifestyles can negatively affect self-esteem and mental health,
particularly among youth.

 Environmental Criticisms:

• Promotion of Disposable Culture: Advertising encourages a culture of

disposability, leading to environmental harm from increased waste and
pollution.

Lesson 2: Social Effects of Advertising

This lesson examines how advertising shapes social norms, cultural values, and individual
behaviors.

 Influence on Cultural Norms and Values:

• Standardization of Ideals: Ads often promote a narrow set of ideals (e.g., beauty,
success, wealth), which can marginalize other values and lifestyles.

• Cultural Homogenization: Through global ad campaigns, advertising can impose

certain cultural norms globally, overshadowing diverse cultural identities.

 Targeting Specific Demographics:

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 • Gender Stereotyping: Advertising has historically reinforced gender stereotypes,
although recent campaigns have shifted toward more inclusive portrayals.

• Youth and Children: Children and teens are particularly susceptible to advertising,
as they may lack the critical skills to understand persuasive intent. Ads targeting
young audiences can shape values, behaviors, and identity.

 Impact on Public Health:

• Consumerism and Materialism: Ads often link happiness to material goods,

promoting a consumerist mindset that may lead to financial stress and
dissatisfaction.

• Public Health Concerns: Ads for unhealthy products (e.g., fast food, sugary
drinks) contribute to health issues like obesity and diabetes, especially among
young people.
Lesson 3: Ethical Issues in Advertising

This lesson explores the ethical considerations surrounding advertising, such as the
responsibilities of advertisers and the role of regulations.

 Truthfulness and Misleading Claims:

• False Advertising: Ads that exaggerate product benefits or include fine print can
mislead consumers. Examples include “miracle” diet products or beauty
treatments with exaggerated claims.

• Regulations and Consumer Protection: Government agencies like the Federal

Trade Commission (FTC) and the Advertising Standards Authority (ASA)
enforce guidelines to ensure truthful advertising, although some gray areas
persist.

 Privacy and Targeted Advertising:

• Data Collection and Privacy Concerns: Targeted ads use consumer data to create
personalized marketing, raising concerns about privacy and data security.
Some consumers are unaware of how their data is collected and used.

• Impact on Children’s Privacy: Advertising that tracks and targets children’s

online behavior raises ethical issues regarding consent and protection.

 Exploitation of Vulnerable Populations:

• Children and Adolescents: Ads directed at young audiences can exploit their lack
of understanding about persuasive tactics, leading to “pester power” and
influencing family spending.

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 • Financially Vulnerable Consumers: Some ads target individuals who may be
susceptible to predatory practices, such as high-interest loans or “get-rich-
quick” schemes.

 Corporate Social Responsibility (CSR)

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• Public Health and Safety: Responsible advertising considers public health and
safety, avoiding content that promotes harmful behavior (e.g., tobacco or
alcohol ads directed at minors).

• Environmental Claims and Greenwashing: Some brands use “greenwashing” to

make misleading claims about their environmental practices, which can
deceive eco-conscious consumers.

Takeaway: This lesson emphasizes the importance of ethics in advertising, discussing both
regulations and the moral responsibility of advertisers in protecting and respecting consumers.

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