EFFORTS BY:MONIKA CHHILLARSHIKHA KAUSHIKRIYA GIRIDHARSONUSACHIN SINGALSACHIN WAILAEthicsEthics is a branch of philosophy which seeks to address questions about morality; that is, about conceptssuch as good and bad, right and wrong, justice, and virtue.AdvertisingAdvertising is the promotion of a company's products and services carried out primarily to drive sales of the products and services but also to build a brand identity and communicate changes or new product /services to the customers. Advertising has become an essential element of the corporate world and hence the companies allot a considerable amount of revenues as their advertising budget. Reasons for Advertising ncreasing the sales of the product/service Creating and maintaining a brand identity or brand image. Communicating a change in the existing product line. ntroduction of a new product or service. ncreasing the buzz-value of the brand or the companyUnethicaI advertisingAdvertisement is considered unethical in the following situations;o When it has degraded or underestimated the substitute or rival's product.o When it gives false or misleading information on the value of the product.o When it fails to give useful information on the possible reaction or side effects of the product. Ando When it is immoral.Basic principaIs Decency Honesty Social Responsibility Truthful presentation Comparisons mitation Safety and health Avoidance of Harm Environmental behaviourWays of unethicaI advertisement Surrogate advertisement Puffery Exaggeration Unverified claims Women stereotyping Women used as sex symbols for promoting products Comparative advertisements Use of children in advertisingSurrogate advertisingSurrogate advertising is prominently seen in cases where advertising a particular product is banned by law. Advertisement for products like cigarettes or alcohol which are injurious to heath are prohibited by law in several countries and hence these companies have to come up with several other products thatmight have the same brand name andindirectly remind people of the cigarettes or beer bottles of the same brand Common examples include Fosters and Kingfisher beer brands, which are often seen topromote their brand with the help of surrogate advertising.Puffery !uffery as a legal term refers to promotional statements and claims that express subjective rather than objective views, such that no reasonable person would take literally. A two-year old might believe that polar bears enjoy sipping Coca-Cola. But we know better. EXAGGERATION Using false claims in the advertisements about the product. For example:-Ghari detergent - "Pehle stemaal kare phir vishvaas kare., Tide detergent "White ho to Tide ho., Vodafone Essar "Wherever you go our network follows.White ho to Tide ho.One Drop Challenge Wherever you go our network follows.Unverified CIaims t includes advertisements of "energy drinks which tells us about the number of vitamins and how they help children to grow strong and tall. There is no way of verifying these false claims. For example:-Horlicks, Maltova, Tiger biscuits.WOMEN N ADVERT8NGWomen stereotypingWomen are generally associated with household works and is not supposed to be a good decision maker which contributes to women stereotyping .Women shown as doing domestic work which reflects stereotype image of women.Women in advertising used as sex symboIsUnheaIthy Brand comparisons Nowadays advertisers are engaged in unhealthy brand comparison with the help of advertising. Such comparisons create problems and confusions for the right choice of the product as far as audience are concerned. Example can be cited of colgate and pepsodent toothpaste.ColgateVsPepsodentComplanVs HorlicksCoca cola Vs PepsiChiIdren in advertising Childrenareeasily persuadedand have a large pull on today'smarkets, as is known by alladvertisers, evenoneswhodonot intendfortheirproductstobe consumed by children.ChiIdren and adoIescents as target groupsThe children's market where resistance to advertisingis weakest is the "pioneerfor ad creep. Kids are among the most sophisticated observers of ads. They can sing the jingles and identify the logos, and they often have strong feelings about products.What they generally don't understand, however, are the issues thatunderlie how advertising works. mul machoe dark temptation'uIgar Advertisements banned by I & B Ministry :-085,507,/8A wine bottle that is considered ethically wrong because the lorry may have to move to certainplaces where drinking is unethical