6. Ethics in Advertising and Marketing Flashcards
Is defined as what is right or good in the conduct of the advertising function. It is concerned with questions of what ought to be done not just what legally must be done.
Advertising ethics
It is a persuasive communication from seller to buyer on a non-personal basis
Commercial advertising
When you run a commercial ad, you are the identified ______ who pays for a non-personal communication and promotion, by which visual or oral messages are addressed to the general public or specific target.
sponsor
________, __________, _________ are at taken in the same vein, the principal purpose is to persuade individuals who are outside the company to buy the products or services.
Advertising, sales functions, and marketing
Is a form of mass communication addressed to the public.
advertising
Is a form of person-to-person persuasion addressed to the individual
salesmanship
Advertising is sometimes known as ________ in print or a high-tech persuasion through sight, sound and motion.
salesmanship
It aims to create a need for the product or service. It is emotional as it is directed to feelings and the unconscious motivation of the consumers.
Persuasive advertising
It is a hard sell or subliminal ads. It seeks to bypass the reflective and intelligent powers of the consumer.
Persuasive advertising
Persuasive advertising is a ________ or ________.
hard sell or subliminal ads
Advertising is very important and can become a powerful weapon in ________.
competition
Appeals more to the emotions, that it pushes the consumers to be more impulsive and less thinking when buying
persuasive advertising
Advertising has become so _______ because it creates unnecessary desires in consumers in order for people to buy what is produced.
manipulative
The _______ can be violated in a number of hidden and subtle ways. One, through false statements or misleading exaggerations like indirect misrepresentation of product or service by intentionally distorting some details.
fundamental truth
is dishonesty, plain lying or cheating and socially irresponsible.
false advertising
When advertising allows profanity, obscenity and vulgarity or any presentation that is offensive to the universal standard of decency.
Obscene ads
Directly or indirectly ridicule, criticize, or attack any individual or group of individuals on the basis of gender, social or economic class religion race or nationality.
Disparaging ads
Unethical advertising can violate human dignity both through _____ (untruthful ads) and through ______ it seeks to make upon its audience.
content and impact
Appeals to lust, sensationalism vanity, intrigues, envy, and greed and uses technique that manipulate and exploit human weakness.
Unethical advertising
advertisements can become vehicles of ________ in life, on the family, on religion, and on morality, an outlook that does not respect the true dignity of the human person.
deformed outlook
True or False
1. In commercial advertising, your purpose is to inform, to persuade and influence them to buy the products or services.
2. Marketing informs and persuades the public, hope to keep the brand name both in the conscious or subconscious mind of consumers.
3. Advertising ethics seeks to bypass the reflective and intelligent powers of the consumer.
4. Commercial do not usually incorporate much substantial information about the product on sale.
5. The basic function of advertising is to persuade, create a need among consumers, make them believe that the product is the means to satisfy that need and influence them to buy.
6. Advertising not only moves products but changes attitudes and habits, creates appetites, stimulates needs and affects the lives of entire societies.
7. Advertising has become so manipulative because it creates unnecessary desires in consumers in order for people to buy what is produced.
8. Commercial Advertising deviates from social responsibility when it exploits the buyers by any means at any price for bigger sales.
9. The fundamental truth can be violated in a number of hidden and subtle ways like through false statements or misleading exaggerations like indirect misrepresentation.
10. Using look alike models may be deceiving.
- T
- F
- F
- T
- T
- T
- T
8.. F - T
- T
a. It is a non personal communication and promotion
b. publicly addressed to mass audience.
c. paid for by some identified sponsors usually by business organizations
d. Its purpose is to influence the behavior of the buying public
e. Delivered through a paid medium
f. communication is delivered through media as newspaper, radio, cinema, TV, sports or fashion events
Elements of Commercial Advertising
a.) the author/creator knows something is false
b.) she intends to have the audience believe that it is true
c.) she knowingly does something so that the audience will believe that it is true.
Necessary conditions of deception
a.) recognizes both its economic and social responsibility to help reduce distribution costs
b.) it depends for its success on public confidence, hence it cannot permit those practices that tend to impair such confidence
c.) aims to inform the consumer and help him buy intelligently
d.) tells the truth, accurate, and trustworthy
e.) conforms to law and generally accepted standards of good taste and decency and to the moral and aesthetic sentiments of the country
f.) seeks public acceptance on the basis of positive and constructive statements made on the merits of the product or service advertised.
