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ADVERTISING I
Key issues in advertising
6 ISSUES IN ADVERTISING
   Puffery

   Taste and advertising

   Stereotyping

   Children’s advertising

   Advertising controversial products

   Subliminal advertising
PUFFERY
PUFFERY




 Advertising or other sales representations, which
 praise the item to be sold with subjective opinions,
 superlatives, or exaggerations, vaguely and
 generally stating no specific acts.
Advertising i   issues in advertising
TASTE AND ADVERTISING
TASTE AND ADVERTISING



 Everyone has different standards of good taste or
 bas taste. Talking about advertising, anything that
 leaves majority of the people uncomfortable falls
 under bad taste advertising
Advertising i   issues in advertising
Advertising i   issues in advertising
STEREOTYPING
STEREOTYPING

 A stereotype is a popular belief about specific
 types of individuals.

 Two types of stereotyping is typical in
 advertisement
   Racism
   Sexism
RACISM



 A belief or doctrine that inherent differences among
 the various human races determine cultural or
 individual achievement, usually involving the idea
 that one's own race is superior and has the right to
 rule others.
HOW RACISM APPEARED IN ADS
A BLACK SERVER
BLACKS WORSHIPPING THE WHITE
MAKING FUN OF FACIAL FEATURES
MAKING FUN OF NATIONS
TEXT FROM THE PREVIOUS AD
 Pakistanis love cricket and they love making money. Sometimes they
 combine the two with a good old Pakistani Match Fix so that the Black
 Caps get to win a game and the Pakistanis get a big cheque from the
 TAB
 It's a win-win all round and we here at Moa love the business principles
 behind it, which is why we're offering a Pakistani Backhander of our own.
 So for every 10 cases of Moa ordered, the contact person who does the
 ordering, that's you, gets 10 per cent of the match fee - a free case of
 Moa beer for themselves that we don't tell anyone about.
 Is this ethical? No. Is it Pakistani? Yes!
 But best of all no one's going to really care because all of a sudden there
 is Moa in the fridge instead of that frizzy lolly water from Otahuhu or East
 Tamaki.
 Daryl Tuffey.
 Genuine all-rounder for Moa Beer
 (Daryl Tuffey's endorsing signature)
MAKING FUN OF RELIGION/ TRADITIONS
SEXISM

 Sexism, also known as gender discrimination or
 sex discrimination, is the application of the belief
 that there are characteristics implicit to one's
 gender that indirectly affect one's abilities in
 unrelated areas. It is a form of discrimination or
 devaluation based on a person's sex, with such
 attitudes being based on beliefs in traditional
 stereotypes of gender roles. The term sexism is
 most often used in relation with discrimination
 against women
HOW SEXISM APPEARED IN ADS
Advertising i   issues in advertising
Advertising i   issues in advertising
Advertising i   issues in advertising
An ad from 2005

                  Imagine a World Without Her

                  What would you do? How would
                  you manage? Caring for a child or
                  elderly parent, cleaning the
                  house, driving the kids to soccer
                  practice, cooking meals.

                  A recent study concluded that the
                  value of the things she does can
                  be as much as $43, 461 per year,
                  not including overtime . . .
CHILDREN’S ADVERTISING
ADVERTISING TO CHILDREN
   Two views

       Since children are incapable of making decisions by
        evaluating the messages addressed to them,
        advertisements should not be directed towards them.

       There are other self-regulatory mechanisms present in
        the society and it is parents’ or guardians’ responsibility
        to restrict advertising to children by moderating their
        media consumption.
CHILDREN’S TELEVISION ADVERTISING
PRACTICE ACT – 1990 (USA)
   Not more than 10.5 min/hour of advertisements will
    be displayed during children’s weekend television
    programming, and 12 min/hour during weekday
    programs.

   Commercial will be distinct from programs, and
    program characters will be barred from promoting
    products.
ADVERTISING CONTROVERSIAL
PRODUCTS
CONTROVERSIAL PRODUCTS

   Tobacco

   Alcohol

   Prescription Drugs
SUBLIMINAL MESSAGES
SUBLIMINAL MESSAGES



 Promotional messages the recipient is not aware of,
 such as those played at very low volume or flashed
 on a screen for less than a second, or hidden in the
 text. Its effectiveness is not supported by scientific
 evidence, and its use is considered a deceptive
 business practice in some jurisdictions.
Advertising i   issues in advertising

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Advertising i issues in advertising

  • 1. ADVERTISING I Key issues in advertising
  • 2. 6 ISSUES IN ADVERTISING  Puffery  Taste and advertising  Stereotyping  Children’s advertising  Advertising controversial products  Subliminal advertising
  • 4. PUFFERY Advertising or other sales representations, which praise the item to be sold with subjective opinions, superlatives, or exaggerations, vaguely and generally stating no specific acts.
  • 7. TASTE AND ADVERTISING Everyone has different standards of good taste or bas taste. Talking about advertising, anything that leaves majority of the people uncomfortable falls under bad taste advertising
  • 11. STEREOTYPING A stereotype is a popular belief about specific types of individuals. Two types of stereotyping is typical in advertisement Racism Sexism
  • 12. RACISM A belief or doctrine that inherent differences among the various human races determine cultural or individual achievement, usually involving the idea that one's own race is superior and has the right to rule others.
  • 16. MAKING FUN OF FACIAL FEATURES
  • 17. MAKING FUN OF NATIONS
  • 18. TEXT FROM THE PREVIOUS AD Pakistanis love cricket and they love making money. Sometimes they combine the two with a good old Pakistani Match Fix so that the Black Caps get to win a game and the Pakistanis get a big cheque from the TAB It's a win-win all round and we here at Moa love the business principles behind it, which is why we're offering a Pakistani Backhander of our own. So for every 10 cases of Moa ordered, the contact person who does the ordering, that's you, gets 10 per cent of the match fee - a free case of Moa beer for themselves that we don't tell anyone about. Is this ethical? No. Is it Pakistani? Yes! But best of all no one's going to really care because all of a sudden there is Moa in the fridge instead of that frizzy lolly water from Otahuhu or East Tamaki. Daryl Tuffey. Genuine all-rounder for Moa Beer (Daryl Tuffey's endorsing signature)
  • 19. MAKING FUN OF RELIGION/ TRADITIONS
  • 20. SEXISM Sexism, also known as gender discrimination or sex discrimination, is the application of the belief that there are characteristics implicit to one's gender that indirectly affect one's abilities in unrelated areas. It is a form of discrimination or devaluation based on a person's sex, with such attitudes being based on beliefs in traditional stereotypes of gender roles. The term sexism is most often used in relation with discrimination against women
  • 25. An ad from 2005 Imagine a World Without Her What would you do? How would you manage? Caring for a child or elderly parent, cleaning the house, driving the kids to soccer practice, cooking meals. A recent study concluded that the value of the things she does can be as much as $43, 461 per year, not including overtime . . .
  • 27. ADVERTISING TO CHILDREN  Two views  Since children are incapable of making decisions by evaluating the messages addressed to them, advertisements should not be directed towards them.  There are other self-regulatory mechanisms present in the society and it is parents’ or guardians’ responsibility to restrict advertising to children by moderating their media consumption.
  • 28. CHILDREN’S TELEVISION ADVERTISING PRACTICE ACT – 1990 (USA)  Not more than 10.5 min/hour of advertisements will be displayed during children’s weekend television programming, and 12 min/hour during weekday programs.  Commercial will be distinct from programs, and program characters will be barred from promoting products.
  • 30. CONTROVERSIAL PRODUCTS  Tobacco  Alcohol  Prescription Drugs
  • 32. SUBLIMINAL MESSAGES Promotional messages the recipient is not aware of, such as those played at very low volume or flashed on a screen for less than a second, or hidden in the text. Its effectiveness is not supported by scientific evidence, and its use is considered a deceptive business practice in some jurisdictions.