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The Morality of Advertising: Arlyn Zuniega Marga Baviera Bsact4

The document discusses the morality of advertising and provides information on when advertising becomes unethical. It notes that advertising's primary purpose is to inform consumers about products but can become immoral when it uses deception, manipulation, or misleads consumers. Specifically, the summary discusses three types of unethical advertising: misleading ads that convey the wrong impression, deceptive ads that make false claims, and manipulative ads that use tricks or coercion. The document also examines issues like the use of weasel words, exaggeration, psychological appeals targeted at emotions, and ads directed at children. It outlines the Consumer Act of the Philippines and the Philippine Association of National Advertisers' code of ethics regarding truth, taste, and standards in advertising

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Arlyn A. Zuniega
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71 views28 pages

The Morality of Advertising: Arlyn Zuniega Marga Baviera Bsact4

The document discusses the morality of advertising and provides information on when advertising becomes unethical. It notes that advertising's primary purpose is to inform consumers about products but can become immoral when it uses deception, manipulation, or misleads consumers. Specifically, the summary discusses three types of unethical advertising: misleading ads that convey the wrong impression, deceptive ads that make false claims, and manipulative ads that use tricks or coercion. The document also examines issues like the use of weasel words, exaggeration, psychological appeals targeted at emotions, and ads directed at children. It outlines the Consumer Act of the Philippines and the Philippine Association of National Advertisers' code of ethics regarding truth, taste, and standards in advertising

Uploaded by

Arlyn A. Zuniega
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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THE MORALITY OF ADVERTISING

Arlyn Zuniega
Marga Baviera
BSAct4
ADVERTISING

• “Any
paid form of non-personal presentation and promotion of ideas,
goods or services by an identified sponsor”.
- Philip Kotler

• “Paid, non-personal communication from an identified sponsor using


mass media to persuade or influence an audience”.
- Wells, Burnett and Moriarty
ADVERTISING

• Sometimes, consumers have the perception that heavy


advertising equates to the product having “good value”
• Has economic and sociological effects as it becomes part of our
culture.
• Because of the effectiveness of advertising in revenue
generation, companies allocate a large budget on advertising
costs.
ADVERTISING

• Primary purpose: to inform potential buyers of the availability of a certain product


by providing relevant information on its uses, benefits, and how It may serve the
needs of individuals.

• Goal: to persuade consumers to buy the products being advertised, since it is part
of the selling process.

• A factor that gives rise to misrepresentation is the high level of business


competition.
ADVERTISING

• Not bad or immoral since it helps the seller and buyer

• Only becomes immoral when, in the attempt to persuade consumers, the


advertisements become deceptive, misleading, and manipulative

• Not be limited to supplying appropriate information but should also educate the
public in choosing products that they need and not become manipulated

• One criterion: “to tell truth”


ADVERTISING BECOMES UNETHICAL

1. Misleading Advertisements
- Does not misrepresent or make false claims but it makes claims in a way that a
normal person looking at it comes with the wrong conclusion.

2. Deceptive Advertisements
- Makes a false statement or misrepresents the product.

3. Manipulative or Coercive Advertisements


- Uses trickery, or uses force/threat.
SOME ISSUES IN ADVERTISING
DECEPTIVE ADVERTISING

• Ads that make a false statement and therefore, lie. Or,


represent a product without making any statement.
• Deceptions occur through: Sentences or propositions,
pictures, individual words or Combination of objects
• Semantics is allowed in some conditions such as in the case
of cosmetics – packaging & models being used to advertise
the product.
USE OF WEASEL WORDS

• Words or statements that are intentionally ambiguous


• Used to avoid from a direct or straightforward statement
• Allows to say anything without offending anyone
• Advertisers have the responsibility of avoiding the dangers of
misleading through ambiguity
EXAMPLES OF WEASEL WORDS
EXAGGERATION

• Occurs when advertisements make false claims of the


benefits of the goods and services unsupported by valid
evidence.
• Advertisers conceal facts by suppressing information that is
unflattering to their products
PSYCHOLOGICAL APPEALS

• Some advertisements are directed at arousing human emotional needs


rather than reason.
• “ a visual or aural influence on the subconscious mind and emotions. It
influences by implying that doing what is suggested will satisfy a
subconscious desire.” – Richard F. Taflinger
• If a psychological appeal could not be perceived, it would have no effect
at all.
• Doesn’t have to make sense.
• Examples: power, prestige, personal enjoyment, masculinity, femininity,
approval, self-esteem and even sexual pitches.
• Consideration must be given to people’s feelings.
ADS DIRECTED AT CHILDREN

• Children do not consider reality nor reason when viewing


advertisements., and interpret ads in a literal sense. It is but a
mere form of entertainment, which is why advertisers
recognized that advertising to children is effective.
• Common products being advertised include unhealthy food –
snacks, cereal, candy, soft drinks. Other products are video
games and toys as well as clothes.
• Young children are naive and gullible to advertisements.
ADS DIRECTED AT CHILDREN

• Different advertising platforms for children include magazines,


websites, TV channels, and even schools have corporate-
sponsored educational materials and product placements in
textbooks.
• Ads for children are effective when children pester their parents
or relatives to buy them the product.
• Children lack experience and independent judgment to
distinguish the real meaning of ads.
CONSUMER ACT OF THE PHIL IPP INES
(R. A. 7 3 94 )

• Art. 108 declares that “The State shall protect the consumer from
misleading advertisements and fraudulent sales promotion
practices.”
• Art. 110 – unlawful for any person to cause any false, deceptive,
or misleading advertisement
• To determine whether an ad is false – consider not only
representations made, but also the extent to which the ad fails to
reveal material facts
CONSUMER ACT OF THE PHIL IPP INES
(R. A. 7 3 94 )

• Special requirements for food, drug, cosmetic, device or


hazardous substance
- Made advertisement claim must be in the label/ approved by the
Dept of Health
- No false, misleading, or deceptive advertisements
- Prescribed standard for products
- No use of any reference to any laboratory report of analysis
- Product is registered and approved by the DOH
PHILIPPINE ASSOCIATION OF NATIONAL ADVERTISERS

CODE OF ETHICS with General Principles


• Good advertising:
- Depends for its success on public confidence
- Aims to inform the consumer and help him buy intelligently
- Tells the truth. It is accurate, honest, and trustworthy. It avoids
exaggerations, misstatement of facts as well as possible deceptions.
- Conforms to laws and generally accepted standards of good taste and
decency, and to moral and aesthetic sentiments of the country.
- Does not allow any activity that imitates trademarks, firm names,
packages, layouts, slogans etc.
LOCAL BANNED ADVERTISEMENTS
LOCAL BANNED ADVERTISEMENTS
LOCAL BANNED ADVERTISEMENTS
LOCAL BANNED ADVERTISEMENTS

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