Unethical Practices in Advertising

Presented By:-

• Neha Jain• Ruchira Mishra• Ananjay Shipstone• Ankush Taneja• Ayushi Agarwal

INTRODUCTION• Definition of Advertising – • Advertising is a form of communication intended

to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideas, or services. It includes the name of a product or service and how that product or service could benefit the consumer, to persuade a target market to purchase or to consume that particular brand. These messages are usually paid for by sponsors and viewed via various media. Advertising can also serve to communicate an idea to a large number of people in an attempt to convince them to take a certain action.

MARKETING ETHICS

• Marketing ethics is the area of applied ethics which deals with the moral principles behind the operation and regulation of marketing.

Types of unethical advertisement

• False Advertising• Advertising to Children• Shock Advertising• Comparative Advertising

ADVERTISING TO CHILDREN

Unethical use of children in Advertisements

• National Legislation and Advertising Standards has given the following definition –

• “Advertising to children is the act of marketing or advertising products or services to children.”

Children’s abilities

• Pester power- children’s ability to nag their parents to buy items which they may not otherwise buy.

• Today’s children have more autonomy and power in decision making within the family. They are vocal about what they want their parents to buy.

The baby is a new born baby and doesn’t even know anything about these brands and companies whose logo and names is been painted

on it.

This picture depicts that company’s didn’t even leave school buses and turned them also into a commercial billboard.

SHOCK ADVERTISING

Vulgarity in Advertisement

• Shock advertising or Shockvertising is a type of advertising generally regarded as one that “deliberately, rather than inadvertently, startles and offends its audience by violating norms for social values and personal ideals.”

• It is the employment in advertising or public relations of "graphic imagery and blunt slogans to highlight" a public policy issue, goods, or services.

• This ad of Dolce & Gabbana features a woman in a lewd manner, an example of Shock Advertising.

Women positioning in advertisement

Projects an unrealistic ideal of the feminine form.

Filtering of advertisement through male lens.

Advertisement creating female insecurities.

Advertising negatively objectifies women.

False Claim Advertisement

• False advertising or deceptive advertising is the use of false or misleading statements in advertising.

False/deceptive advertising• False advertising or deceptive advertising is

the use of false or misleading statements in advertising.

• False advertising is illegal in most countries. However, advertisers still find ways to deceive consumers in ways that are not illegal.

• Types of deceptive advertising includes– Price based deception– Surrogate advertising– False efficiency suggestions– Other methods

• This ad shows three types of cakes with cream filling, claiming to be limited to only 100 calories per pack. A false claim by the manufacturer - Hostess

Price based deception• Service providers often tack on the fees

and surcharges that are not disclosed to the customer in the advertised price. One of the most common is for activation of services such as mobile phones.

• In most cases, the fees are hidden in fine print.

• Hidden fees are frequently used in airline and air travel advertising

Surrogate advertising• In India, due to severe restrictions on

advertising certain products like alcohol, tobacco products and medicines ,a whole genre of surrogate advertising has emerged.

• In such advertising, a brand is endorsed using a product different from the actual product being promoted.

• example : the advertisements of Bagpiper Soda. This advertisement was held to be a surrogate advertisement for Bagpiper whiskey

False efficiency• FMCG companies like Hindustan Unilever,

Nestle and Parle Agro have been made to withdraw the TV commercials they aired during the quarter from April to June, by the Advertising Standards Council of India (ASCI).

• HUL was pulled up for its Dove Treatment shampoos with false efficacy suggestions, Nestle Maggi Ketchup’s claims of being healthy was found to be misleading, and Parle’s LMN lemon brand was said to be racist in nature.

COMPARITIVE ADVERTISING

Comparative advertising is an advertisement in which a particular product, or service, specifically mentions a competitor by name for the express purpose of showing why the competitor is inferior to the product naming it.

• This ad portrays the ongoing battle between PepsiCo and The Coca-Cola Company.

• The ad shows excessive usage of the Pepsi vending machine and no use of the Coca-Cola vending machine. This is a typical example of Comparative Advertising.