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Advertising & Soceity

The document discusses various aspects of advertising and its role in society. It presents perspectives from both proponents and critics of advertising. Some key points covered include: 1) Advertising affects consumer tastes and preferences, differentiates products, and informs consumers about product attributes. However, critics argue it can create unnecessary needs. 2) Proponents believe advertising provides information, encourages improved living standards, and promotes competition. Critics argue it is more propaganda than information and promotes materialism. 3) Ethical issues around advertising include truth in advertising, impacts on body image and self-esteem, advertising to children, and advertising controversial products.

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Chandradhari Jha
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56 views15 pages

Advertising & Soceity

The document discusses various aspects of advertising and its role in society. It presents perspectives from both proponents and critics of advertising. Some key points covered include: 1) Advertising affects consumer tastes and preferences, differentiates products, and informs consumers about product attributes. However, critics argue it can create unnecessary needs. 2) Proponents believe advertising provides information, encourages improved living standards, and promotes competition. Critics argue it is more propaganda than information and promotes materialism. 3) Ethical issues around advertising include truth in advertising, impacts on body image and self-esteem, advertising to children, and advertising controversial products.

Uploaded by

Chandradhari Jha
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd

ADVERTISING

&
SOCEITY
PRESENTED BY:
AUROSHISH
SUMITA
JASPRIT
SANTOSH
SURUCHI
NIRAJ
ALOKESH
Advertising’s Role
Advertising

Advertising=Market Power
Advertising=Information
It affects consumer’s taste it informs consumers
about product
and preferences, changes attributes but doesn’t
change the
product attributes,and way they value those
attributes
differentiates the products
From competitive offerings
Advertising and Ethics Two
Viewpoints
• Proponents Critics

Advertising… Advertising …
Provides information Creates needs and
Encourage a standard faults
of living Improvement More propaganda than
Provides jobs information
Promotes competition Promotes materialism
Social Aspects of Advertising
• Advertising educates consumers
– Pro: Advertising informs
– Con: Advertising is superficial
• Advertising improves living standards
– Pro: Ads lower the costs of products
– Con: Ads are wasteful and help only some
Critics
Critics of
of advertising
advertising
feel
feel that
that advertising
advertising is is
superficial
superficial because
because
many
many adsads carry
carry little
little
actual
actual product
product
information.
information.
Do
Do you
you think
think
advertising
advertising is
is
superficial?
superficial?
Advertising Affects
Happiness and Well-Being
• Con: Ads create needs.
• Pro: Ads address a wide variety of basic
human needs.
• Con: Ads promote materialism.
• Pro: Ads reflect society’s priorities.
Critics
Critics feel
feel advertising
advertising
promotes
promotes materialism
materialism
Marketing Concept

- “improve positive effects on Society and


reduce negative effects…”
- environmental problems
- social responsibility conflicts with profit
objective
(raises ?, is mktg concept desirable)
Ethical Aspects of Advertising
One of the big complaints about advertising that
people act unethical in order to make a sale.
• Key areas of debate regarding ethics and
advertising are:
– Truth in advertising
– Body and self-image
– Advertising to children
– Advertising controversial products
Ethical Aspects of Advertising
• Truth in Advertising
– Deception is making false or misleading
statements.
– Puffery (commercial exaggeration) is legal.
– Cannot legislate against emotional appeals
Ethical Aspects of Advertising
Body and self-image
• Self-image advertising can contribute to self-
improvement
• Can also lead to dangerous practices
• Advertising mirrors and shapes the standard of
attractiveness
Ethical Aspects of Advertising
Children
Some studies have shown…
Children lack experience and knowledge to evaluate
advertising critically
They can not differentiate between commercials and
programs(fantasy vs realty)
Children are vulnerable to advertising
While other studies argues…
Children must learn through consumers socialization
process; need to acquire skills to function in the market place.
Acquired skills have helped teens evaluate ads and recognize
persuation techniques.
Ethical Aspects of Advertising
• Advertising Controversial Products
– Critics question the “targeting” of minorities.
• Tobacco, alcohol, gambling and lotteries are product
categories of greatest concern.
• Sex in advertising
Do You Agree with Leo Burnett

“It must be said that without advertising we


would have a far different nation, and one that
would be much the poorer-not merely in
material commodities, but in the life of the
spirit”.

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