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Advertising

Discuss the main ethical issues that relates to Advertising. Elaborate and provide suitable examples to reinforce your points. The examples can either be local or international.
by

Abbie Joseph Leong

on 26 February 2011

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Transcript of Advertising

Advertising is providing information, calling attention to, and making known something that you want to sell or promote. Advertising is a message designed to promote or sell a product, a service, or an idea. Advertising reaches people through varied types of mass communication. In everyday life, people come into contact with many different kinds of advertising. Print Ads Poster Ads Neon Signs Billboards Commercials are placed in buses, subways, and trains. are scattered along downtown streets. dot the landscape along our highways interrupt radio and television programming ... are found in and Print Ads are found in newspapers and magazines. Advertising promotes a product, service or event to its target audience. A target audience is the portion of the general public that products, services or events were created for to fill a desire or need in the marketplace.

Advertising is written by advertising copywriters and finished with artwork by graphic designers. The channels advertising is run through to reach its target audience includes Internet, print, broadcast, outdoor and point of purchase (POP). Designed to grab the attention of the shopper and direct them to the promoted product.




Buses and bus shelters, benches, billboards, etc.
Grabs the attention of passers-by.
Must be simple, eye-catching and straight to the point. Broadcast ads are television and radio commercials. While television commercials draw attention to thepromotion of products and services by the use of pictures and sound, radio ads must reach the target audience solely through the power of sound. Direct response television commercials don't just promote a brand for consumers to look for next time they go shopping, but rather have a direct call to action message such as "Call 555-4321 NOW to receive your gift-boxed deluxe set of Mr. Sharpe Custom Edge Chef's Knives for the amazing price of only $19.99! The first 200 callers will also get the Professional Quality Chef's Knife Sharpener absolutely free, but you must call right NOW at 555-4321 to qualify for this amazing, time limited bargain offer!" Broadcast ads are television and radio commercials. While television commercials draw attention to thepromotion of products and services by the use of pictures and sound, radio ads must reach the target audience solely through the power of sound. Direct response television commercials don't just promote a brand for consumers to look for next time they go shopping, but rather have a direct call to action message such as "Call 555-4321 NOW to receive your gift-boxed deluxe set of Mr. Sharpe Custom Edge Chef's Knives for the amazing price of only $19.99! The first 200 callers will also get the Professional Quality Chef's Knife Sharpener absolutely free, but you must call right NOW at 555-4321 to qualify for this amazing, time limited bargain offer!" Television and radio commercials.
While television commercials draw attention to the promotion of products and services by the use of pictures and sound, radio ads must reach the target audience solely through the power of sound.



television commercials don't just promote a brand for consumers to look for next time they go shopping, but rather have a direct call to action message

For example, Call 555-4321 NOW refers to ads in printed form such as those in magazines, newspapers and fliers. The copy and artwork must work together to hold the reader's interest.

can also include community directories such as those published by a city's chamber of commerce, (e.g.)posters designed to advertise and promote an upcoming event and (e.g.)direct mail promotions mailed to consumers' homes.



advertise product for their target audience/market. There are 6 primary ethical issues in advertising Puffery Advertising or other sales representation that praise the item to be sold with subjective opinions or exaggerations, vaguely and generally, stating no specific facts, is legal but raises ethical issues, Taste and Advertising Every person has their own idea as to what constitutes good taste, different things offend different people, items such as designer jeans, pantyhose, bras, laxative, feminine hygiene aids produces high level of distaste, questions over taste are use of sexual innuendo, nudity, vulgarity, violence. Advertising Stereotypes Involves presenting a group of people in an unvarying pattern that lacks individuality, connected to debate about whether advertising shapes society's values or simple mirrors them. Examples Woman - Challenge to potray women realistically Race and Ethinicity - Certain groups are shown as subservient, unflattering ways Senior Citizens - Potray them as slow, senile, full of afflictions Baby Boomers - Those who have it all, cars, houses, money Advertising to Children Feel that children do not possess the skills necessary to evaluate advertising messages and to make purchase decisions.

Certain advertising techniques appropriate for adults were confusing/misleading to children

Indirectly advertising to parents

Brainwashing Advertising and Controversial Products Restrictions on advertising products such as alcohol, tobacco, and condoms. Subliminal Advertising A message transmitted below the treshold of normal perception so that the receiver is not consiously aware of having viewed it (subconscious mind)

The issue is whether subliminal advertising is capable of affecting the public's buying behaviour Point of purchase advertising ADVERTISING Outdoor Advertising Broadcast Advertising Direct Response Print Advertising Advertisers Marketers uses puffery to enhance their products. Puffery is a tool used by marketers in advertising and sales, with the aim of boosting their products’ awareness to its consumers. Defamation Bad Values False Advertising Other ethical issues in Advertising are...
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