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MOHAMMAD ALI JINNAH UNIVERSITY KARACHI

REPORT ON
BUSINESS & THE MEDIA
BUSINESS AND SOCIETY
SECTION A

SUBMITTED TO:
Saeed Mujahid

SUBMITTED BY:
Shaharyar Saeed (SP10-BB-0039)



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TABLE OF CONTENTS
Serial no Topic Page no
1 Preface 3
2 Acknowledgement 4
3 Executive Summary 5
4 Business and the media 6
5 Responsibilities of media 7
6 Businesses influence their public image 12
7 Media Advertising 14
8 Mass Media Advertising 16
9 Social Media 18
10 Effect of Violence in the media 19
11 The harm done by advertising 20
12 Conclusion 25
13 Sources 26



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PREFACE

This report focus on Business and the media , demographic factors and marketing
factors. we designed a report to provide a brief description about businesses in
Pakistan and the Media of it.
In addition to it, this report includes a research base material from internet, we all
have tried our level best to fulfill all the requirements mentioned to us . Now its
depend upon the reader to read it carefully and understand what we communicate.
This report provide a brief knowledge about businesses in Pakistan and the Media.
.








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ACKNOWLEGEMENT


In the name of Allah, the most Beneficient and the merciful.

Firstly, we all likely to thank Almighty Allah who provides us knowledge , energy
and skills to get opportunities and to increase our knowledge and experience by
completing this project.
Secondly , we espescially thank to our course instructor Sir. Saeed Mujahid who
guide us at every step and every aspect of this report , so that's completed
sucessfully.
Finally , thanking thoes who help us in giving such a concrete knowledge , for
providing us with helpful knowledge needed. After that we are able to completed
this report with hard working and cooperation.




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EXECUTIVE SUMMARY

Sir. Saeed Mujahid assigned us a report. We are asked to explain how the
busineses and the media in playing their role in the government of Pakistan and
how they work. And how all the factors are involve in it.
The information used in the analysis of Business and the Media came from variety
of resources, including the internet and our specific concerne teacher and people.
The combination of these resources provides the basic for a valid current analysis
of The business and the media of Pakistan.
The major findings of Business and the media are as under:
Business and the Media are showing the responsibilities of them, ethics of
marketing and the business and the role of media in business, and the what ethical
issues is present in the market how many types of media advertising is going on in
Pakistan and what are the relations of it in business.

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BUSINESS AND THE MEDIA

Business
An economic system in which goods and services
are exchanged for one another or money, on the basis
of their perceived worth. Every business requires
some form of investment and a sufficient number of
customers to whom its output can be sold at profit on
a consistent basis.
OR
An organization or enterprising entity engaged in
commercial, industrial or professional activities. A
business can be a for-profit entity, such as a
publicly-traded corporation, or a non-profit
organization engaged in business activities, such as
an agricultural cooperative.

Media:
In general, "media" refers to various means of communication.
For example, television, radio, and the newspaper are different types of media. The
term can also be used as a collective noun for the press or news reporting agencies.
In the computer world, "media" is also used as a
collective noun, but refers to different types of data
storage options.


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RESPONSIBILITIES OF THE MEDIA:
1. Available to Serve
Every customer expects and deserves outstanding
customer service. Prospects too are out there looking
for evidence of great customer service before they will
buy from a company.
Consumers have been conditioned to receive more
service while they are being courted by companies
and less when they become customers. While that may not be true with your
company, it is nonetheless a common expectation.
Whether you think of it as marketing, sales, or customer service, being available on
online via the social networks to answer questions from prospects and customers
alike is now a business responsibility.
2. Willing to Respond
Every human being is wired for interaction and communication. The only thing
that may vary is the type of communication that they are most receptive to.
However you use social media to communicate with your community, it is
essential to be willing to provide timely and consistent responses. You may not
have all of the answers they want, but you have to show you are willing to make
the effort.
There are so many monitoring tools available today that there is no reason for not
being responsive. Postling provides email notifications for for monitoring your
Facebook page, YouTube channel, and Twitter @mentions.
Although, with respect to Twitter, I personally prefer to receive text notifications
to my cell phone directly from Twitter. This allows me to respond in real-time, and
minimizes my time commitment to email.


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3. Capable to Assist
There are many consumers that are deep divers. They love to do research on
companies, making comparisons on many levels in order to determine if the
company is a good fit for their particular needs.
This may be the most valuable aspect of social media for any business.
Unfortunately, this is one area where small businesses fall short. The reason is it
takes an investment of time to share high quality content on a consistent basis
and small businesses for the most part are already stretched thin.
I respect the challenge, but I also know that the investment in time pays off in
more ways than I have space here to mention.
When you provide any kind of useful content that your community values you
instantly establish your capabilities your expertise. That's for the community.
When you do this consistently, you get better at understanding what they really
need. That's for you and your team. It literally makes you a better company, and
that is the responsibility of any business that wants to be relevant to the
communities they serve.
The only way to get better at anything is to accept the responsibility for doing the
work.

GENDER EQUALITY IN MEDIA:
Publisher: International Federation of Journalists,
2009
Presently more women than ever are working in
media. But they do not play an equal role in the
reporting process and only few women journalist
write or cover hard news. According to the Global
Media Monitoring Project (GMMP), a global survey
taken every five years, 57% of all television news
presenters were women by 2005, yet only 29% of
news items were written by female reporters.
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In spite of the progress made over the last 25 years media still churns out female
stereotypes that limit the power of women in society. In many countries women are
strongly represented in newsrooms but media are still very male dominated when
the top positions are examined.
Tips are provided in the manual for achieving more gender equality in media:
Leadership: Map your workplace.
Equal opportunity legislation should ensure that women journalists get the same
access to jobs, promotion and training opportunities as men.
Pay audits may be the only way to find out whether there is a gender pay gap
within a company.
Health and safety assessments are useful tools for assessing the depth and degree
of the risks faced at work.
Flexible work allows a person to complete a number of works but within working
hours that suit.
ILO Maternity convention 183 entitles all women to a minimum 14 weeks paid
maternity leave.
Late-night shift assignments should be compensated by late-night transport home
for women and men.
Dignity at work clauses help to combat bullying, harassment and discrimination
faced by many in high-pressure newsrooms and media companies.
Source : UNESCO

Ethics and the Advertising Industry
Ethics have always been an important aspect of every
business activity, although the term has meant different
things at different times in different lands to different
people. Nonetheless, as ethical concerns are an inseparable
element of business, advertising cannot ignore them.
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the advertising industry has rarely cared to look beyond immediate marketing
objectives. The argument in the industry is that it is the government's job to judge
what is right and what is wrong. Shirking its own responsibility for regulation, the
industry has belittled business values, and agencies have harmed their balance
sheets.
The Usefulness of Advertising

The public's loss of trust in the industry and its work is disappointing, as all of us
recognize the significance of advertising for any business activity. It is alarming
not only for industry professionals and brand owners but also for all who are
concerned with the economic well-being of the world's nations. It affects
governments, intelligentsia, and the public.

We often hear critics and lobbyists calling for bans on advertising. Bans and
restrictions in a free-market society won't work. Being a major contributor to brand
competition, advertising not only provides information but also promotes
innovation and can facilitate consumer satisfaction.

The fact is no brand can progress without advertising. Companies, individuals,
events, and concepts all rely on advertising. Elections are won and community
events are held successfully based on the strength of advertising. Governments and
nonprofit organizations often use advertising to raise awareness of causes such as
anti-AIDS campaigns and fighting terrorism.

Self-Regulation in Advertising

In the face of these attacks against the industry,
it is our responsibility to regulate our
operations. And we must do it ourselves. Self-
regulation is not a quick-fix solution; it will be
completely ineffective without commitment
from and the integrity of one and all.

Self-regulation may require the following:
the development of a self-regulatory
code of conduct covering all forms of media that is sensitive to ethics,
legalities, decency, and truthfulness in advertising
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provisions for monitoring and accountability, including a policy allowing for
the removal of ads that violate the code
greater participation of advertising professionals in the regulatory process
the inclusion of non-industry players in the process
consumer awareness of the self-regulation system
simplification of the complaint process against ads
transparency throughout the entire system
These reforms will achieve three goals: they will make the industry accountable for
its actions, they will make regulators and critics think twice before attacking the
industry, and, finally, they will lead the public to trust ads, advertisers, and
agencies.

The Last Word

Reputable companies and advertising agencies avoid telling lies. They realize the
cost of being caught. A dent in trust can prove to be much costlier than the failure
of an ad campaign or, for that matter, even a brand.

The challenge before advertisers and agencies is to ensure that ads reflect our
values. We must endeavor to see that "advertising" does not remain a dirty word.






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BUSINESSES INFLUENCE THEIR PUBLIC IMAGE:
PUBLIC RELATION:
Public relations is the management of the relationship
between an organization and its consumers through effective
communication. If you own a company or if you are looking
to launch a business or product, hiring a third-party PR firm
can be the best way to connect with your customers and
expand your reach. Before hiring a company, carefully
consider each of your options; you can use online resources
to find the best firm for you.
The Role of Public Relations in Marketing a Consumer Brand
The most obvious strategic role for PR-a role that meets a communications
objective that is difficult for conventional advertising to address-is to create
community affinity while at the same time complementing consumer affinity for
the brand. PR is uniquely capable of building relationships with communities
(geographic, demographic, social, political, special interest, etc.) through events,
sampling, causes, in-kind support, and sponsorships, to name a few.
Role of Public Relations To Help Regain Corporate Trust
If business is to regain the trust it has lost due to questionable ethics and other
business practices, it must provide public relations with a seat at the executive
level management table rather than just relying on public relations when a crisis
arises.
How does PR fit into today's business climate?"
Although bleak and uncertain, today's business climate can be a boom for PR
strategists who are willing to change their time-honored tactics. Specifically, forget
about the separation of advertising and editorial, and remember that the Internet is
everywhere.
From a business-to-business viewpoint, Gates belies that if a solid and well-
executed PR program ignites the fme of interest, then advertisi will fan the fire.
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MEDIA TRAINING OF EMPLOYEES:
Media is a probably the fastest growing industry today.
Many people wish to seek a job or career in media but
lack the necessary skills required for it. Now with the
advent of technology, acquiring proper media training
is no more an issue. You can sit at home and learn the
necessary media skills through online media schools.
Online Media Schools prepare you for every media
opportunity facing your company. Dealing with media
is just the same as dealing with any other part of your
business; it requires strategy, planning, allocation of
resources and hard work.
The most important part in employee training when it
comes to social media is to know the subject matter of
the social network; whether it is professional or casual;
because the kind of information people put in both the circles are totally different.
And to make the campaign successful to the maximum extent, one must train its
employees for both of these circles, and give them the know-how of posting
updates in both of the circles. One small update can propel a companys reputation
as well as push it down by a great extent.
Unlike online advertising, where the aim is to get the maximum hits, or maybe
views, in social media markets, the emphasis is on how many people actually share
your updates. Social networks are indeed a great way to infer peoples views on
your product; simply because if they like it, they would recommend it to their
friends, and if not, they wouldnt. As such, it becomes very easy for companies to
gather peoples view and to work to have their products better fitting to peoples
taste; thus improving your customer numbers.




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MEDIA ADVERTISING

The term Media advertising or advertising media is given to the use of media to
advertise products and services to a relevant audience.
The list of advertising opportunities across different formats of media is endless, so
we'll only cover the key ones here.
There are so many types of Advertising some of them are listed below.
Online Advertising
Newspaper Advertising
Magzine Advertising
Internet Advertising
Radio Advertising
Television Advertising
Outdoor Advertising
Ambient Advertising

The advertising world has moved on significantly over the last 15 years and
Online advertising is now moving ahead of the more traditional forms of
promotion vehicles like magazine advertising and newspaper advertising.

More and more companies are increasing their online ad spend, due to how cost
effective it can be and how easy it is to monitor and track. Why not check out our
information pages on Internet Advertising and ppc advertising for a more detailed
look on how these systems can work for you.

The use of advertising is paramount to the long-term success of your business, but
you must adopt a logical and level-headed approach to this important activity, or
your advertising spend will certainly get out of hand - this can make a huge dent in
your overall profits!
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However, if you do your research and consider where your main potential audience
is looking for products and services like yours, you should be able to find a vast
selection of suitable vendors.

If you are going to formulate an advertising plan yourself, then make sure you
work out the costs of different advertising media before you get carried away.

If you prefer to outsource your media planning and media buying then there are
plenty of Buying Media Services that can help you to find the best opportunities.
Remember, if you take on the services of a marketing or advertising agency then
make sure you meet up with them to discuss your requirements in detail. You may
also want to appoint a company that has experience in your particular marketplace
and we have a selection of media buying agencies in our advertising agency
resource page.

Depending on your budget and objectives, you may also want to consider
advertising formats like Radio Advertising or TV advertising to shout about your
brand.
These can be targeted to a consumer or business audience and each provider will
be happy to discuss ways in which you can get the best value for money.

Another growing format is Outdoor Advertising and this is now performing very
well in many parts of the world. It all started in the US with restaurant adverts
being displayed on roadside billboards and buildings - this has now moved to the
UK, Europe and other parts of the world, although certain restrictions are in place
for type of location and the size of adverts. However, this is a good one to try if
you want to push a brand, event, or local business and the costs can be very
reasonable.

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On the subject of Outdoor Advertising, we have a variety of options on this site
from media sellers offering anything from ambient advertising formats to
roadside, transport and venues.
Mass Media Influence
In the last 50 years the media influence has grown exponentially with the advance
of technology, first there was the telegraph, then the radio, the newspaper,
magazines, television and now the internet.
We live in a society that depends on information and communication to keep
moving in the right direction and do our daily activities like work, entertainment,
health care, education, personal relationships, traveling and anything else that we
have to do.
A common person in the city usually wakes up checks the tv news or newspaper,
goes to work, makes a few phone calls, eats with their family when possible and
makes his decisions based on the information that he has either from their co
workers, news, tv, friends, family, financial reports, etc.
What we need to be aware is that most of our decisions, beliefs and values are
based on what we know for a fact, our assumptions and our own experience. In our
work we usually know what we have to do based on our experience and studies,
however on our daily lives we rely on the media to get the current news and facts
about what is important and what we should be aware of.
We have put our trust on the media as an authority to give us news, entertainment
and education. However, the influence of mass media on our kids, teenagers and
society is so big that we should know how it really works.


How does mass media influence young people?

The media makes billions of dollars with the advertising they sell and that we are
exposed to. We buy what we are told to be good, after seeing thousands of
advertisings we make our buying decisions based on what we saw on Tv,
newspapers or magazines to be a product we can trust and also based on what
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everyone else that we know is buying and their decision are also base don the
media.
These are the effects of mass media in teenagers, they buy what they see on Tv,
what their favorite celebrity advertise and what is acceptable by society based on
the fashion that the media has imposed them.
There are some positive and negative influences in young people.
Here is a positive influence example, if there is a sport that is getting a lot of
attention by the media and gains popularity among your friends and society, you
will more likely want to practice the sport and be cool with all your friends. The
result is that you will have fun with your friends and be more healthy because of
the exercise your are doing.
However a negative influence in teenagers is the use of cigars by celebrity movie
stars, the constant exposure of sex images, the excessive images of violence and
exposure to thousands of junk food ads.
Young people are in a stage of life where they want to be accepted by their peers,
they want to be loved and be successful. The media creates the ideal image of a
beautiful men and women and tells you what are the characteristics of a successful
person, you can see it in movies and tv. Its a subliminal way to tell you that if you
are not like them you are not cool yet so its time to buy the stuff they buy and look
like they look.
Another negative influence in teenagers that has grown over the last years are
anorexia and obesity. There are millions of adolescents fighting obesity, but at the
same time they are exposed to thousands of advertisements of junk food, while the
ideas image of a successful person is told to be thin and wealthy.
Also more women are obsessive with losing weight even when they are not obese,
there are many thin women that want to look like the super models and thin
celebrities so they engage in eating disorders which leads to severe health issues
and even death.

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Social media - influence on business and driver of
online advertising:

Companies throughout the world are making increasing use of social media,
especially for marketing purposes. Some of the earliest innovators are now taking
increasingly integrated and sophisticated approaches to their social media
strategies, including more people across the organisation and managing multiple
brands across numerous platforms. Many food and drinks firms are attempting to
create strategies based on past experience, while others are taking a more cautious
wait-and-see approach to social media.
According to a recent study from eConsultancy, utilising Twitter and other
microblogging sites formed the main social media focus for almost 70% of
companies surveyed. This suggests a fairly cautious approach to social media on
the part of business, with most opting for one of the most straightforward options
as a first step. Other popular social media activities included the creation and
management of a social network profile (mentioned by 57% of respondents) and
the development of video-sharing sites (mentioned by 51% of respondents). In
contrast, creating podcasts was far less popular with companies.
The same survey also measured attitudes towards return on investment (ROI) from
social media activities. Analysing direct traffic to the corporate website was the
leading measure of success, cited by 63% of companies in the survey. Only a
quarter measured sales or brand awareness, while just 6% mentioned profitability.
Perhaps most significantly of all, 14% claimed that nothing was measured in the
wake of social media marketing activities. This appears to confirm the impression
that relatively little thought is given to how social media can be made to work
effectively for companies.
At the time of writing, it is believed that almost 21,700 companies worldwide have
a Facebook page. According to data from Burson-Marsteller, over 60% of Fortune
Global 100 companies had at least one Facebook page as of March 2011. The
average number of pages managed by the respective firms increased from 1.2 in
2010 to 4.2 a year later, during which time the average number of 'likes' per
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Facebook page rose by 115% to almost 40,900 worldwide. Companies are also
updating their Facebook pages far more frequently.
Data from Burson-Marsteller also illustrates the increasing importance of Twitter
to the world's leading firms, with the percentage of Fortune Global 100 companies
using Twitter increasing from 65% to 77% in the year ending March 2011. By the
end of March this year, 83% of European companies had Twitter accounts, up from
71% the previous year; 72% of US companies had Twitter accounts, a figure
unchanged from 2010; 67% of Asia-Pacific companies had Twitter accounts, up
from 40% in 2010.
Twitter is most often used to provide company news and updates, which was
mentioned by 88% of firms. This compares with using Twitter to provide customer
service (which was mentioned by 40%) and to offer deals to customers (which was
mentioned by 28%). The fact that social media strategies are becoming more
integrated is evidenced by the fact that a quarter of companies surveyed by Burson-
Marsteller used Facebook and Twitter in conjunction with other social media
channels, notably YouTube and corporate blogs.



Effects of violence in the Media

When we watch Tv or a movie we usually see many images of violence and people
hurting others. The problem with this is that it can become traumatic especially in
our children as we see it more and more. Our kids that are starting to grow and are
shaping their personality values and beliefs can become aggressive or they can lose
a sense of reality and fiction of what they are seeing.
In the past years there have been some cases of kids carrying a gun at school and
even hurting others with it. Those kids have been linked to excessive use of violent
video games and war images.
Another problem is that real war is used as a form of entertainment by the media,
we should make our kids and teen aware that war is not a form of entertainment
and that there is no win or lose like in video games, in real war everyone lose.
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How media influence public opinion

As i have said above, the media has a huge impact on society and also in public
opinion. They can shape the public opinion in different ways depending of what is
the objective.
For example, after the attacks of 911 the media gave a huge coverage of the event
and exposed Osama guilty for the attack as they were told by the authorities. This
shaped the public opinion to support the war on terrorism, the same happened with
the war on Iraq. The problem is that if media received un accurate information then
the public opinion supported a wrong cause, this is the power of public opinion
influence.
Other ways to influence are with polls and trends, especially in political
campaigns. The candidates that can pay for more tv and media exposure have more
influence on public opinion and thus can receive more votes.

THE HARM DONE BY ADVERTISING
There is nothing intrinsically good or intrinsically evil about advertising. It is a
tool, an instrument: it can be used well, and it can be used badly. If it can have, and
sometimes does have, beneficial results such as those just described, it also can,
and often does, have a negative, harmful impact on individuals and society.
Communio et Progressio contains this summary statement of the problem: "If
harmful or utterly useless goods are touted to the public, if false assertions are
made about goods for sale, if less than admirable human tendencies are exploited,
those responsible for such advertising harm society and forfeit their good name and
credibility. More than this, unremitting pressure to buy articles of luxury can
arouse false wants that hurt both individuals and families by making them ignore
what they really need. And those forms of advertising which, without shame,
exploit the sexual instincts simply to make money or which seek to penetrate into
the subconscious recesses of the mind in a way that threatens the freedom of the
individual ... must be shunned."13

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a) Economic Harms of Advertising
Advertising can betray its role as a source of information by misrepresentation and
by withholding relevant facts. Sometimes, too, the information function of media
can be subverted by advertisers' pressure upon publications or programs not to treat
of questions that might prove embarrassing or inconvenient.
More often, though, advertising is used not simply to inform but to persuade and
motivate to convince people to act in certain ways: buy certain products or
services, patronize certain institutions, and the like. This is where particular abuses
can occur.
The practice of "brand"-related advertising can raise serious problems. Often there
are only negligible differences among similar products of different brands, and
advertising may attempt to move people to act on the basis of irrational motives
("brand loyalty," status, fashion, "sex appeal," etc.) instead of presenting
differences in product quality and price as bases for rational choice.
Advertising also can be, and often is, a tool of the "phenomenon of consumerism,"
as Pope John Paul II delineated it when he said: "It is not wrong to want to live
better; what is wrong is a style of life which is presumed to be better when it is
directed toward ?having' rather than ?being', and which wants to have more, not in
order to be more but in order to spend life in enjoyment as an end in itself."14
Sometimes advertisers speak of it as part of their task to "create" needs for
products and services that is, to cause people to feel and act upon cravings for
items and services they do not need. "If ... a direct appeal is made to his instincts
while ignoring in various ways the reality of the person as intelligent and free
then consumer attitudes and life-styles can be created which are objectively
improper and often damaging to his physical and spiritual health."15
This is a serious abuse, an affront to human dignity and the common good when it
occurs in affluent societies. But the abuse is still more grave when consumerist
attitudes and values are transmitted by communications media and advertising to
developing countries, where they exacerbate socio-economic problems and harm
the poor. "It is true that a judicious use of advertising can stimulate developing
countries to improve their standard of living. But serious harm can be done them if
advertising and commercial pressure become so irresponsible that communities
seeking to rise from poverty to a reasonable standard of living are persuaded to
seek this progress by satisfying wants that have been artificially created. The result
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of this is that they waste their resources and neglect their real needs, and genuine
development falls behind."16
Similarly, the task of countries attempting to develop types of market economies
that serve human needs and interests after decades under centralized, state-
controlled systems is made more difficult by advertising that promotes consumerist
attitudes and values offensive to human dignity and the common good. The
problem is particularly acute when, as often happens, the dignity and welfare of
society's poorer and weaker members are at stake. It is necessary always to bear in
mind that there are "goods which by their very nature cannot and must not be
bought or sold" and to avoid "an ?idolatry' of the market" that, aided and abetted
by advertising, ignores this crucial fact.17
b) Harms of Political Advertising
Political advertising can support and assist the working of the democratic process,
but it also can obstruct it. This happens when, for example, the costs of advertising
limit political competition to wealthy candidates or groups, or require that office-
seekers compromise their integrity and independence by over-dependence on
special interests for funds.
Such obstruction of the democratic process also happens when, instead of being a
vehicle for honest expositions of candidates' views and records, political
advertising seeks to distort the views and records of opponents and unjustly attacks
their reputations. It happens when advertising appeals more to people's emotions
and base instincts to selfishness, bias and hostility toward others, to racial and
ethnic prejudice and the like rather than to a reasoned sense of justice and the
good of all.
c) Cultural Harms of Advertising
Advertising also can have a corrupting influence upon culture and cultural values.
We have spoken of the economic harm that can be done to developing nations by
advertising that fosters consumerism and destructive patterns of consumption.
Consider also the cultural injury done to these nations and their peoples by
advertising whose content and methods, reflecting those prevalent in the first
world, are at war with sound traditional values in indigenous cultures. Today this
kind of "domination and manipulation" via media rightly is "a concern of
developing nations in relation to developed ones," as well as a "concern of
minorities within particular nations."18
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The indirect but powerful influence exerted by advertising upon the media of
social communications that depend on revenues from this source points to another
sort of cultural concern. In the competition to attract ever larger audiences and
deliver them to advertisers, communicators can find themselves tempted in fact
pressured, subtly or not so subtly to set aside high artistic and moral standards
and lapse into superficiality, tawdriness and moral squalor.
Communicators also can find themselves tempted to ignore the educational and
social needs of certain segments of the audience the very young, the very old,
the poor who do not match the demographic patterns (age, education, income,
habits of buying and consuming, etc.) of the kinds of audiences advertisers want to
reach. In this way the tone and indeed the level of moral responsibility of the
communications media in general are lowered.
All too often, advertising contributes to the invidious stereotyping of particular
groups that places them at a disadvantage in relation to others. This often is true of
the way advertising treats women; and the exploitation of women, both in and by
advertising, is a frequent, deplorable abuse. "How often are they treated not as
persons with an inviolable dignity but as objects whose purpose is to satisfy others'
appetite for pleasure or for power? How often is the role of woman as wife and
mother undervalued or even ridiculed? How often is the role of women in business
or professional life depicted as a masculine caricature, a denial of the specific gifts
of feminine insight, compassion, and understanding, which so greatly contribute to
the ?civilization of love'?"19
d) Moral and Religious Harms of Advertising
Advertising can be tasteful and in conformity with high moral standards, and
occasionally even morally uplifting, but it also can be vulgar and morally
degrading. Frequently it deliberately appeals to such motives as envy, status
seeking and lust. Today, too, some advertisers consciously seek to shock and
titillate by exploiting content of a morbid, perverse, pornographic nature.
What this Pontifical Council said several years ago about pornography and
violence in the media is no less true of certain forms of advertising:
"As reflections of the dark side of human nature marred by sin, pornography and
the exaltation of violence are age-old realities of the human condition. In the past
quarter century, however, they have taken on new dimensions and have become
serious social problems. At a time of widespread and unfortunate confusion about
moral norms, the communications media have made pornography and violence
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accessible to a vastly expanded audience, including young people and even
children, and a problem which at one time was confined mainly to wealthy
countries has now begun, via the communications media, to corrupt moral values
in developing nations."20
We note, too, certain special problems relating to advertising that treats of religion
or pertains to specific issues with a moral dimension.
In cases of the first sort, commercial advertisers sometimes include religious
themes or use religious images or personages to sell products. It is possible to do
this in tasteful, acceptable ways, but the practice is obnoxious and offensive when
it involves exploiting religion or treating it flippantly.
In cases of the second sort, advertising sometimes is used to promote products and
inculcate attitudes and forms of behavior contrary to moral norms. That is the case,
for instance, with the advertising of contraceptives, abortifacients and products
harmful to health, and with government-sponsored advertising campaigns for
artificial birth control, so-called "safe sex", and similar practices.








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Conclusion:
After a long research we come to know that the Businesses and the Media now a
days in playing vital role. Before1990s the media in not playing such as part like
the role media is doing in these days. A big influence of Social Media Marketing
and the role of media on people and the business in too much involve in the daily
life.
This report is all about the medias issues and the ethical and social responsibilities
of it on our environment. This after reading this report we come to know that how
media is influencing us and the businesses in todays world.
So this is the conclusion of this report we hope that this report show better image
of media now adays .







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Sources:

http://www.vatican.va/roman_curia/pontifical_councils/pccs/documents/rc_pc_pccs_doc_22021997_ethic
s-in-ad_en.html
http://www.just-food.com/management-briefing/social-media-influence-on-business-and-driver-of-
online-advertising_id115809.aspx
http://indianblogger.com/media-ethics-should-the-media-practice-restraint/