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The morality of advertising

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by

che rie

on 22 February 2015

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Transcript of The morality of advertising

Advertising
Features of Advertising
1. Paid form- never free of cost

2. Non-personal- no face to face communication

3. Identified sponsor-the advertiser or seller of the product should be known

4. Goods services or ideas- IPR the buyers/users about products, services, and ideas

5. Any form- any presentation could be used
Issues on Advertising
1. Deceptive Advertising
2. Use of "Weasel words"
3. Exaggerations
4. Psychological Appeals
5. Ads Directed at Children
Definition
Latin word "advertere", meaning, "to turn attention towards a specific thing"

The morality of advertising
by: clm :)

DECEPTIVE ADVERTISING
-Also called FALSE Advertising
-either make a false statement (lie) or represent the product without making any statement (pictures)

Example:
Picture from the box of the product do not look the same as the content
USE OF "WEASEL WORDS"
Weasel Words:
-creates an impression that a specific statement has been made when in fact only a vague or ambiguous claim has been communicated

Examples of WW:
"most-" "creamiest"
"helps stop" "Juiciest"
"helps aid" "helps you feel"
"assist" "helps overcome"
"helps fight" "like"
"helps prevent" "as much as"


exaggerations
-occurs when advertisements tend to make false claims of the benefit of the goods or services which is actually unsupported by valid evidence

-goes hand in hand with concealed information which are unflattering to their products or which will make their product less desirable

Examples:
"works 5x faster than leading brands"
"hives 3x extra pain relief"
"50 percent stronger than aspirin"
"superior to any other on the market"
"kills up to 99.99% of bacteria"
psychological appeals
Ads directed at children
-children are a special group who do not regard reason

-they generally remember what they see and are particularly vulnerable to enticements made by the advertisers

-most pure consumers and tends to interpret ads literally

Example:
An ad where children are shown after drinking a chocolate drink gain enough power to lift large objects.
-directed at arousing human emotional needs rather than reason

Examples:
Power Prestige
Self- Confidence Femininity
Sexual pitches Masculinity
Acceptance Enjoyment

Immoral or not?
"Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor."
-Philip Kotler
Answer: Persuade
Inform- telling the market about availability of a certain product, its uses or benefits
Remind- keeping it in customer's mind (where to buy, price, brand, seller)
Can you give at least 3 forms or mediums of advertising? :)
MR. perfect,
Television
Billboards
Radio
Flyers
Print
Social Media
Answers: Mediums/Forms
MS. awesome,
Can you tell the missing word? ;)
Clue: Encourage customers to buy or patronize the product/service being advertised
Advertising in itself is NOT bad or immoral.
TRUE OR FALSE? :)
ms. patient,
It only becomes immoral when, in the attempt to persuade consumers, the advertisements become deceptive, misleading, and manipulative.
Answer: TRUE
Criterion in evaluating morality:
-T_ U _H

Can you tell the missing word? :)
mR. YUMMY,
Answer : TRUTH
Clue: It is honest, accurate and trust worthy. It avoids exaggerations, misstatement of facts, and possible deception trough implication or omission.
MR. HANDSOME,
Any idea about Advertising?
Primary purposes: (IPR)

Inform
P_ _s_ _de
Remind
MS. HEART-BREAKER,
Any thoughts about the advertising practices used nowadays?
(the way it is presented, values, appeal, truth in information offered, etc.)
mr. emotional,
How about you? Any additional thoughts?
Ms. affectionate,
Can you think of an example of an advertisement which you think is deceptive? :)
MR . RELIABLE,
Any other example? :)
MS. THOUGHTFUL,
Can you site an example? :)
MS. SINCERE,
Can you site an example? :)
mr. deep,
Can you site an example?
MS. ATTENTIVE,
Any Example? :)
MR / MS. YOUNG AT HEART,

Do you consider advertisement a factor when you buy a product or service ? If yes, can you site an example?
hOPe YOU HAD A
H-andsome
A-wesome
P-erfect
P-atient
Y-ummy
H-eart breaker
E-motional
A-ffectionate
R-eliable
T-houghtful
S'-incere

D-eep
A-ttentive
Y-oung at heart
Love, Cherie :)
"I'm not saying it's gonna be easy.. I'm saying it's gonna be worth it."

Consumer act of the Philippines
Art. 108- "The state shall protect the consumer from misleading advertisements and fraudulent sales promotion practices."

Art. 110- "It shall be unlawful for any person to disseminate or to cause the dissemination of any false, deceptive, or misleading advertisement by the Philippine mail or in commerce by print, radio, television, or other medium for the purpose of inducing or which is likely to induce indirectly the purchase of consumer products or services.
Department of Trade and
Industry
-responsible for enforcing the provisons of the Act.
Department of health
-agency that oversees products such as food, drugs, cosmetics, devices and hazardous substances.
Philippine association of national advertisers
(PANA)
-engaged in a continuing campaign to regulate abuses committed by untruthful advertisers
#SUPERLATE#EndOfSinglesAwarenessWeek
Full transcript