ADVERTISING-

SOCIAL,LEGAL,ETHICAL &
ECONOMICAL ASPECTS

Submitted to : Submitted by:

Swati Sharma Avtar Singh
Faculty, Rbs Anil Kumar
Pankaj Kumar
Sham Singh
 WHAT IS ADVERTISING
► Advertisingis any paid form of non personal
presentation and promotion of goods,
services & ideas by an identified sponsor.

► Advertisingis a general phrase used for the

announcements made by sellers to promote
the sales of their products.
 Social aspects of advertising
Advertising as a part of firm’s marketing effort
operates in the society. It has to therefore
follow the social norms.

Key areas of debate regarding society and

advertising are:
 Deception
 Manipulation
 Taste
 Social aspects of advertising
Deception: it refers not only to the information
content in advertising but may also arise from
misplace emphasis in presentations.

According to federal trade commission of the USA-

“Advertising as a whole must not create a misleading

impression although every statement, separately
considered, may be literally truthful”
 Social aspects of advertising
Manipulation :- The freedom of choice of consumers
is restricted by the power of advertising since it
can manipulate buyers into making a decision
against their will or interest.

Manipulation is done through emotional appeals.

These companies can utilize advanced and very
scientific advertising techniques and thus make an
impression on consumers.
 Social aspects of advertising
Taste:- Sometimes ads are offensive,
tasteless, irritating, boring and so on.
a) Sources of distaste
b) Sexual Appeals
c) Shock advertising
 Social aspects of advertising
Some examples of the Advertisements with
social aspects:-
 Grow-more-trees advertisements
 Drink milk
 Eat healthy food, eat eggs
 Mother’s milk is best for the baby
 Say no to drugs every time
 Get your child vaccinations in times
 Legal aspects of advertising
The government in each country has to
make sure that advertisements appearing
do not flaunt of their rules & regulations.
It should not:-
 show anti-national feelings
 contain misleading information about the
product
 Violate government rules
 Legal aspects of advertising
Some examples of the Advertisements with
legal aspects:-
 Get your car checked for pollution
 Drinks & driving do not mix
 Weight, price, manufacturing date, date of
expiry should be mentioned on the packing
case
 Ethical aspects of advertising
Ethics are the moral standards against which
behavior is judged

Key areas of debate regarding ethics and

advertising are:
 Truth in advertising
 Advertising to children
 Advertising controversial products
 Ethical aspects of advertising
► Truth in Advertising
 Deception is making false or misleading
statements.
 Puffery (commercial exaggeration) is legal.
 Cannot legislate against emotional appeals
 Ethical aspects of advertising
Advertising to Children—Issues
 Advertising promotes superficiality and
materialism in children.
 Children are inexperienced and easy prey.
 Persuasion to children creates child-parent
conflicts.
 What does the literature say about kid’s abilities
to process persuasive information?
 Ethical aspects of advertising
Advertising Controversial Products
 Critics question the “targeting” of minorities.
►Tobacco, alcohol, gambling and lotteries are product
categories of greatest concern.
 How does the concept of “primary demand”
provide insights here?
 What does the literature say about advertising’s
impact on these product categories?
 Economic aspects of advertising
► Making Consumers Aware of Products and
Services

► Providing Consumers With Information to

Use to Make Purchase Decisions

► Encouraging Consumption and Fostering

Economic Growth
 Economic aspects of advertising
► Effects on Consumer Choice
 Differentiation
 Brand Loyalty
► Effects on Competition
 Barriers to entry
 Economies of scale
► Effects on product costs and prices
 Advertising as an expense that increases the cost of
products
 Increased differentiation
THANK YOU FOR NICE ATTENTION