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31 Cards in this Set

  • Front
  • Back
What are the central issues of ethics in advertising?
Advocacy, Accuracy, and Acquisitiveness
What is advocacy in advertising?
Advertising is not neutral, it tries to persuade its audience to do something.
What is Accuracy in Advertising?
Beyond the easily verifiable claims in an advertising message (does the ca rhave a sunroof, cd player, anti lock brakes), are matters of percetions. Will buying this care make me the envy of my neighbors? More attractive to the opposite sex?
What is Acquisitiveness in advertising?
The idea the people need to acquire more and more to be happy.
What is question number one in determining if an advertisement is ethical?
1. Who should and shoul not be the target of the advertisement?
What is question number two in determining if an advertisement is ethical?
What should and should not be advertised?
What is question number four in determining if an advertisement is ethical?
What should and shloud not be the relationship between advertising and the mass media? Clearly, ads containing sexual innuendo should not be run on Saturday morning television during the cartoon hours.
What is question number five in determining if an advertisement is ethical?
What should and should not be advertising's conscious obligation to societ?
What is question number three in determining if an ad is ethically sound?
What should and should not be the symbolic tone of the advertising message?
What are the six key issues of ethics in advertising?
Puffery, Taste, Stereotyping, Children's Advertising, Advertising Controversial products, and Subliminal Advertising.
What is 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 facts.
What is taste in advertising?
Minimizing consumer offense by an ad, thus minimizing loss of sales.
StereoTyping in Advertising.
If we believe that advertising has the ability to shape our values and our views of the world, then it is essential that advertisers becomes aware of how they portray vertain groups, and give regard to individuality.
What ethical issues is Advertising to Children?
10.5 hours of commercial time per hour on weekends, and 12 minutes per hour for weekdays. three hours of children's educational shows a week.. otherwise no advertising to children.
Advertising Controversial products.
Example : Cigarettes.
What is Subliminal Advertising.?
is transmitted in a wayt he the receiver is not consciously aware of receiving it.
Give an example of Puffery
a local retailer claiming it has the bester merchandise in town.
Give an example of bad taste.
An ad for topical medication that shows or describes the affected area in detail.
Give an example of Stereotyping
Showing a handicapped consumer in deperate need of help.
Give an example of advertising to children.
Suggesting that wearing a particular brand of basketball shoe makes you more popular.
Give an example of advertising Controversial Products.
Tobacco, Alchohol, gambling, Prescription Drugs.
Give an example of subliminal advertising.
Embedding an image in an ad for a product so that it isn't noticed on a conscious level.
What is the model for the regulatory environment effecting advertising?
Social Resp. -|||-Organized Groups
Self Reg. |||
Govt. Agencs -|||-Media groups
What is the first responsibility of the Federal Trade Commission (FTC)?
initiate investigations against companies that engage in unfair competition or deceptive practices.
What is the second responsibility of the Federal Trade Commission (FTC)?
regulate acts and practices the deceive businesses or consumers and issue cease-and-desist orders where such practices exist. Cease-and-desist orders require that the practice be stopped within 30 days ( a cease-and-desist order given to one firm is applicable to all firms in the industry).
What is the second responsibility of the Federal Trade Commission (FTC)?
fine people or companies that violate either (1) a trade regulation rule or (2) a cease-and-desist order given to any other firm in the industry.
What is the fourth responsibility of the Federal Trade Commission (FTC)?
find the particpation of consumer groups and other interest groups in rule-making proceedings.
The FTP Determines the reasonableness of claims on a case-by-case basis. In general the FTC considers these factors.
1. Type and Specificity of claim made.
2. Type of product
3. Possible consequences of the false claims.
4. Degree of reliance on the claims by consumers.
5. The type and accessibility of evidence available for making the claim.
What are the ethical requirements for Endorsement Advertising?
The spokesperson must be qualified by experience or training to make relevant judgements, and they must actually use the product. If endorsers are comparing competing brands, they must have tried those brands as well. Those who endorse a product improperly may be liable if the FTC determines there is deception.
How are product demonstrations done properly?
Product demonstrations in television advertising must not mislead consumers. This mandate is especially difficult for advertisements of food products, because such facters as hot studio lights and the length of time needed to shoot the commericial can make the product look unappetizing. (for example milk looks grey on TV, so they use a glue and water mixture, etc).
What are the three steps in remedying deceptiveness or unfairness?
1. Censent Decress - agrees to stop doing it.
2. Cease and Desist - if refuses to sign confession, they are ordered cease and desist.
3. Corrective advertising - To fix lasting inaccurate beliefs caused by deceptive advertising