Advertising Ethics(2)

8/8/2019 Advertising Ethics(2)

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ADVERTISING AND ETHICS


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MARKETING ETHICS

Marketing Ethics may be defined as principles

that defineacceptableconductin marketing.These principlesorstandardsencourage

marketerstofulfill societysexpectations.


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ARGUMENTS FOR OR AGAINST

ADVERTISING

ARGUMENTS FAVOURING ADVERTISING :-

1. Providesinformation2. Encouragesahigherstandard ofliving

3. Creates jobsand helpsnewfirm toentera

market


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Contd..

ARGUMENTS AGAINST ADVERTISING :-

1. Createsneedsand wantsamongconsumers2. Promotes materialism and greed


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MORAL PRINCIPLES IN ADVERTISING

Wecanidentify2 basic moral principlesthatare

relevanttoadvertisingare :-

1. TRUTHFULNESS

2. THE DIGNITY OF THE HUMAN PERSON


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]

TRUTHFULNESS.

.

Therighttoinformation demandsthatthe

contentofwhatiscommunicated must be

trueand withinthe limitsset by justiceshould

becomplete.


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THE DIGNITY OF THE HUMAN PERSON

Advertisingcanviolatethe dignityofthehumanperson boththroughitscontent whatisadvertised , the mannerinwhichitisadvertised

This problem isespeciallyacutewhere particularclassesofpeopleareconcerned : children , youngpeople , theelderlyetc.


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BENEFITS OF ADVERTISING

ECONOMIC BENEFITS OF ADVERTISING

POLITICAL BENEFITS OF ADVERTISING CULTURAL BENEFITS OF ADVERTISING

MORAL AND RELIGIOUS BENEFITS OF

ADVERTISING


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ECONOMIC BENEFITS OF

ADVERTISING

Itisan useful tool forsustaininghonestandethicallyresponsiblecompetitionthatcontributes

toeconomicgrowth Ithelpsininforming peopleabouttheavailability

ofdesirablenew productsand servicesandimprovementinexistingones

Itcontributestothecreationofnew jobsandhigherincomes


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POLITICAL BENEFITS OF ADVERTISING

Itcan makeitscontribution byinforming people

abouttheideas policy proposalsofpartiesand candidates.


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CULTURAL BENEFITS OF

ADVERTISING

Itcontributestothe bettermentofsociety by

upliftingand inspiring peopleand motivating

them

Itcan brighten livessimply by beingtasteful

and entertaining


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MORAL AND RELIGIOUS BENEFITS OF

ADVERTISING

Advertisinghelpsinspreading messagesof

faith, patriotism, tolerance, compassionand

serviceofcharitytowardstheneedy

Ithelpsincommunicating messages

concerninghealtheducationtothe people.


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HARMS OF ADVERTISING

ECONOMIC HARMS OF ADVERTISING

HARMS OF POLITICAL ADVERTISING CULTURAL HARMS OF ADVERTISING

MORAL AND RELIGIOUS HARMS OD

ADVERTISING


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ECONOMIC HARMS OF ADVERTISING

Itis used notsimplytoinform butto persuade

and motivatetoconvince peopletoactonthe

basisofirrational motives

Consumerattitudesand lifestylescan be

created whichareimproper.


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HARMS OF POLITICAL ADVERTISING

Political advertisingseeksto distorttheviews

and recordsofopponentsand unjustlyattackstheirreputations.

Advertisingappeals moreto peoplesemotions.


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CULTURAL HARMS OF ADVERTISING

Itcanalsohaveacorruptinginfluence upon

cultureand cultural valuestheir peoples byreflectingthose prevalenttraditional values.

Insomeculturesthereare luckycolours, such

asred in Chinaand unluckycolours, suchas

blackin Japan. Somecolourshavecertain

significance;greenisconsidered aspecial

colourin Islam.


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Contd.

Manyhotelsinthe USA or UK donothavearoom 13

ora 13thfloor. Similarly, Nippon Airwaysin Japan do

nothavetheseatnumbers 4 or 9. Ifthereare

numberswithnegativeconnotationsabroad,presentingor packaging productsinthosenumbers

whenadvertisingshould beavoided.

advertisingthatfocusesonindividual success,

independenceand stressingtheword "I" would be

received negativelyincountrieswhereteamworkis

considered a positive quality.


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MORAL AND RELIGIOUS HARMS Of

ADVERTISING

Commercial advertiserssometimesinclude

religiousthemesor useofreligiousimagestosell their productswhichinvolvesexploiting

religion.


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SOCIAL ASPECTS OF ADVERTISING

ADVERTISING EDUCATES CONSUMERS

~ PRO :- advertising informs~ CONS :- advertisingissuperficial.


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Contdd..

ADVERTISING AFFECTS HAPPINESS AND WELL

BEING

~ PRO :- adscreatesneedsand reflectssocietyspriorities

~ CONS :- adsaddressawidevarietyofbasic

humanneedsand promotes materialism.


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ETHICAL ASPECTS OF ADVERTISING

Ethicsare moral standardsagainstwhich

behaviour is judged .

Keyareasofdebateregardingethicsandadvertisingare :-

1. Truthinadvertising

2. Advertisingtochildren3. Advertisingcontroversial products


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Truthinadvertising

DECEPTION is makingfalseor misleadingstatements.


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Advertisingtochildren

Advertising promotessuperficialityand

materialism inchildren

Childrenareinexperienced

Persuasiontochildrencreateschild parent

conflict


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Advertisingcontroversial products

Tobacco , alcohol , gamblingand lotteriesareproductcatagoriesofgreatestonce.


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Survey byadvertising

association,london,

Acctothissurveyrevealsthatwe liveinafree

society,freedom ofspeechisanimportantright,thatappliesequallytoadvertisesand

freedom ofinformationarefundamental

principlesonwhichadvertisingshould be

conducted.


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Fundamental principle

The britishcodeofadvertising practiceis

based onthefourfundamental principleofadvertising:-

Legal,decent,honestand truthful.


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DETERMINING WHAT IS ETHICAL

THE SOCIAL ETHIC

THE PROFESSIONAL ETHIC

THE PERSONAL ETHIC


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THE SOCIAL ETHIC

Social Responsibility motivatesa businessto

makea positiveimpactonthesociety.

Ifthereisawrittencomplaintsfrom any

memberofpublic,actioncan betaken.theadvertisementcan be modified orwithdrawn.


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THE PROFESSIONAL ETHIC

A CodeofStandardsidentifieshow

professionalsshould respond whenfacinganethical dilemma.


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THE PERSONAL ETHIC

Personal judgementand moral reasoningrests

onanintuitivesenseofwhatisrightand what

iswrong

Advertising professionals must beawareof

industrystandardsaswell asethical

standards.


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IMPROVING ETHICAL BEHAVIOUR IN

MARKETING

Organizational commitmenttoethical behaviour.

Improvingtheorganizationsethical standards

Screeningout unethical personsintheorganizations

Programmestoencourageethical decision making

when marketers understand the policiesand

requirementsforethical conduct, sothattheycan

moreeasilyresolve ethical conflicts.


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Contd.

Codesofconductwhichconsistofformamalised rulesand standardsthat describewhatthecompanyexpectsfrom its employees. Suchcoded guide marketersindealingwithethical dilemmasand they mustknowthepunishmentforviolatingtherules.

Appointingethicsofficersto disseminatecodeofethics, toanswer questionsaboutethical issues, totakeactionsoncodeviolations, toreviewand modify the

codeofconduct. Imposing penaltiesor punishmentsonthosewho

violatecodesofconduct.


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issuesonadvertising

Inindonesia,TV commercialswere banned

becausetheyweresuspected ofincreasingtheexpectationofthe poorer people.


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Golden RuleofEthics

Do untoothersasyou would havethemdo untoyou.

Different people

understand thisruleindifferentways

The other person maybe different from you

and does not want tobe treated as youwant to be treated!

l Marketing News.Ethicscan begauged bythreekeyrules.

Written by Dillard B. Tinsley. Sept. 1,2003.


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Creates NeedsandWants AmongConsumers

PromotesMaterialism,Insecurityand Greed

ProvidesInformation

Creates JobsandHelps New Firms EnteraMarket

EncouragesA Higher StandardOfLiving

PromotesCompetitioninTheMarketplace

Creates NeedsandWants AmongConsumers

Creates JobsandHelps New Firms EnteraMarket

EncouragesA Higher StandardOfLiving

ProvidesInformation

Advertisingand Promotion: Two Viewpoints

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Proponents Argue That Advertising andPromotion:

Critics Argue That Advertising and Promotion

PromotesCompetitioninTheMarketplace


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Not All Issues CanBeRegulated

A MarketingorPromotion ActionMayBe Legal but Not

Considered Ethical

MarketersMustMake DecisionsRegardingtheAppropriatenessofTheir Actions

A MarketingorPromotion ActionMayBe Legal but Not

Considered Ethical

Not All Issues CanBeRegulated

Ethicsin Advertisingand Promotion


Ethics: Moral principlesand valuesthatgovernthe

actionsofand individual orgroup.


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General MistrustofAdvertisingand

Among Consumers.Many Do Not Perceive Ads

As HonestorBelievable

General MistrustofAdvertising Among

Consumers.Many AdsDo Not Perceive As

HonestorBelievable

Abuses Involving SalesPromotions Such AsContests, Sweepstakes, Premium Offers

Unethical And/or DeceptivePractices

InvolvingMail Order, Telemarketingand OtherFormsofDirectMarketing

Internet Scamsand Abuses

Abuses Involving SalesPromotions Such AsContests, Premium Offers

Unethical And/or DeceptivePractices

InvolvingMail Order, Telemarketingand OtherFormsofDirectMarketing

Advertisingand Promotionas Untruthful orDeceptive



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Acc. To J.K Galbrieth

Theeffectofnon deceptiveadsonconsumer

inhis bookThe Affluent Societyclaimsthat-

1.advertisingcreateswantsinconsumer.

2.thiswantcreation byadvertising

encouragesconsumersto demand and

economyto produce lessimportantgoods

instead ofgoodsnecessaryforsatisfying

importantneeds.


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Making Consumers AwareofProductsand

Services

Providing Consumers With Informationto

UsetoMakePurchase Decisions

Providing Consumers With Informationto

UsetoMakePurchase Decisions

Making Consumers AwareofProductsand

Services

RoleofAdvertisinginthe

Economy


Encouraging Consumptionand Fostering

Economic Growth+


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Do You Agree With Leo

Burnett?


It must be said that without advertising we

would have a far different nation, and one

that would be much the poorer-not merelyin material commodities, but in the life of

the spirit.

These excerpters are from a speech given by Leo Burnett on the American

Association or Advertising Agencies 50th anniversary, April 20,1967


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ENVIRONMENTAL ETHICS


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Ethical Subsections

Social EthicsEthicswhichguideshuman behaviortowardseachother

Professional EthicsEthicswhichguides professionalswithinitsgroupand toward society

Environmental EthicsEthicswhichguideshuman behaviortowardstheearth


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Environmental Ethical Value Systems

Biocentrism

Anthropocentrism


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Biocentrism

1. Humansare membersofthe Earthscommunity

2. All organismsarecentersoflife, each

pursuingitsown life.

3. Humansarenotinherentlysuperiortootherlivingthings


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Anthropocentrism

Emphasizeshuman dominationovernatureand

viewsnon-humanenvironmentasa bundleof

natural resourcesto be managed and

exploited for maximal humangain.

Q t b Ald L ld


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Quote by Aldo Leopold,

A Sand County Almanac

A thingisrightwhenittendsto preserve

theintegrity, stability, and beautyofthe

bioticcommunity. ItiswrongwhenittendsotherwiseWeabuse land becausewe

regard itasacommunity belongingto us.

Whenwesee land asacommunitytowhich

we belong, we may beginto useitwith love

and respect.


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Quote by mahatmagandhi

Remarked by mahatmagandhi

Itis decreasinginthe jungle butitisincreasinginthetowns


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Preservation Ethic

Naturehasintrinsicvalueapartfrom human

appropriation.

Animal Rightsall creatureshavearightto live.

Humans dependentonenvironment.

Preservenatureforfuturegenerations.


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Environmental Ethics

Environmental ethicsisconcerned withthe

issueofresponsible personal conductwithrespecttonatural resources, species, and non-

humanorganisms.


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Contd.

Each personhastheright to a healthy livingenvironment. Therefore, no personhastheprivilegetoendangertheenvironment.

Values mustteachindividualsand organizationstoactinawaywhichwill benefitnotonly

theirself-preservation, butalsotothewell-beingoftheenvironmentwhichsustainsthem.


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Environmental EthicsPrinciples

1.Every lifeform is unique, and hasintrinsicvalueregardlessofits perceived valuetohumans.

2.Weshould havea profound respectfor Nature3.We must maintainaharmoniousrelationship

withotherspecies.

4.Everyoneshould takeresponsibilityforhisimpacton Nature


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Anthropocentrism

We can best protect nature by looking out

for human needs.

Ex: Saving the rainforests will provide

O2 and medicines for humans.


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Relationshipsamonghumans, animals,

and thenatural environment

People use many of the Earth's natural

resources. All of the products we use have a

natural resource base. Minerals, forest

products, water, and soil are just a few of

the natural resources humans use to

produce energy and make things people use.


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Contd..

Somenatural resourcescan bereproduced

withinafewyearsor decades. Theseare

called renewable resources.

Treesareanexampleofarenewableresource.


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Defined byemperor Ashoka

Emperorashoka defined akings dutyisnot

merelyto protectcitizenand punish

wrongdoers, butalsoto preserveanimal

life,forestsand trees.

Ashokawasthefirst monarchtoforbid the

killingoflargenumberofspeciesofanimals

forsportorfood.


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WHAT IS ETHICAL AND SUSTAINABLEINVESTMENT?????


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ETHICAL INVESTMENT

Ethical Investmentistheapplicationofethical

principlestotheinvestmentofcapital to

achievea TripleBottom Line :

ECONOMIC PROFIT

SOCIAL PEOPLE

ENVIRONMENTAL - PLANET


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Socially Responsible Investment

Aninvestment described asSocially

Responsibleisonethatarecommonto

societyasawhole. Thesevalues usually

centreontheenvironment , peopleand

animals. Theterm Socially Responsible

Investmentis used interchangeablywith

ethical investment.


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What Ethical Issuesareimportantto

Investors?????

Communityrelations

Environment

Gambling


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Ethical Investmentsaimstoincrease

Returnand reducerisk by:-

Increasingreturnthroughrecyclingetc.

reducingcostssuchaswaste.

Attractingand retaining bestemployees

Improvingcustomersalesand loyalty

Growingsupplierscommitment

Strengtheningcommunityrelations

The FOUR Ps of Ethical and


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The FOUR P sofEthical and

SustainableBusinessare :-

PURPOSE (creatingenvironmental, social and

financial wealth)

PRINCIPLES (honesty, fairness, caringand

courage)

PRACTICE(community,environment,employee,

customers, suppliers, shareholders)

PERFORMANCE MEASUREMENT


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Contd

Investorscangainthe benefitsofinvestingin

thosecompaniesthat dowell by doinggood

and achieving TRIPPLE BOTTOM LINE of

environmental, social and financial wealth

creation.

Advertising Ethics(2)

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