Advertising and Society

Advertising and Society

Chapter 3

Advertising’s Societal Role

•      Does advertising create a materialistic culture or does it simply reflect it?

–   Critics believe that advertising has the power to shape social trends and the way people think and act

–   Advertising professionals believe advertising mirrors values rather than sets them

•      Advertising can potentially shape and mirror values

Advertising’s Regulatory Environment

Federal Trade Commission

•     Regulating deception

•     Regulating substantiation

•     Remedies for deception and unfair advertising

•      Deceptive advertising misleads customers by making claims that are false

Advertising’s Regulatory Environment

Federal Trade Commission

•     Regulating deception

•     Regulating substantiation

•     Remedies for deception and unfair advertising

•      The advertiser should have a reasonable basis for making a product claim

Advertising’s Regulatory Environment

Federal Trade Commission

•     Regulating deception

•     Regulating substantiation

•     Remedies for deception and unfair advertising

•      Consent Decrees

•      Cease-and-Desist Orders

•      Corrective Advertising

•      Consumer Redress

•      Advertising Agency Legal Responsibility

Advertising’s Regulatory Environment

Food and Drug Administration/BSTI

•      Oversees package labeling, ingredient listings, and advertising for food and drugs

•      Watchdog for drug advertising

Federal Comm. Commission

•      Can issue and revoke licenses to broadcasting stations

•      Can ban messages that are deceptive or in poor taste

Media Review of Advertising

•      The media attempts to regulate advertising by screening and rejecting ads

•      The First Amendment gives any publisher the right to refuse to publish

•      The Advertising Review Council designed the standards and guidelines used by major television networks

Self-Regulation

•    Self-discipline

•    Industry self-regulation

•    Self-regulation with outside help

•      Most advertisers and agencies have in-house review procedures

•      Every element of a proposed ad should be evaluated by an in-house committee or lawyers

Self-Regulation

•    Self-discipline

•    Industry self-regulation

•    Self-regulation with outside help

•      National Advertising Review Council

–    National Advertising Division

–    National Advertising Review Board

•      Negotiates voluntary withdrawal of deceptive advertising

Self-Regulation

•    Self-discipline

•    Industry self-regulation

•    Self-regulation with outside help

•      Local Groups

•      Consumer Groups

Advertising Ethics

•    A set of moral principles that guide actions and create a sense of responsible behavior

•           Six key issues

–        Poor taste and offensive advertising

–        Stereotyping

–        Body and self image

–        Targeting children

–        Misleading claims and other message strategies

–        Controversial products

Advertising Ethics

Poor Taste/Offensive

•      Advertisers and media outlets must try to be sensitive to consumer objections

•      Creating guidelines for good taste is difficult

•      Sex in advertising

Reinforcing Stereotypes

•      Diversity Issues

•      Gender Roles

•      Racial and Ethnic Stereotypes

•      Senior Citizens

Advertising Ethics

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

Children

•      One of the most controversial topics in the industry

•      Children are unable to evaluate advertising messages and make purchasing decisions

Advertising Ethics

Misleading Claims

•      Advertising claims are unethical if they are false, misleading, or deceptive

Controversial Products

•      Though it is acceptable to advertise these products, it is still offensive to some

Determining What is Ethical

•    The social ethic

•    The professional ethic

•    The personal ethic

•      The “Golden Rule”

•      Social responsibility motivates a business to make a positive impact on society

Determining What is Ethical

•    The social ethic

•    The professional ethic

•    The personal ethic

•      Industry standards help with a decision about what is ethically correct

•      A code of standards identifies how professionals should respond when facing an ethical dilemma

Determining What is Ethical

•    The social ethic

•    The professional ethic

•    The personal ethic

•      Personal judgment and moral reasoning rests on an intuitive sense of right and wrong

•      Advertising professionals must be aware of industry standards as well as ethical questions

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