Advertising and Society
Part 1: Foundations
Chapter 3
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Key Points
 Discuss the shape-versus-mirror debate
 Analyze the legal topics that guide advertising
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practice
List the key regulatory agencies and their
responsibilities
Explain the way the advertising industry
regulates itself
Critique the key ethical issues that challenge the
practice of advertising
Outline three ways to determine if an advertising
decision is ethical
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Advertising and Social Responsibility
 What is Ethical?
- Something right or wrong
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Advertising Code of Ethics
Advertising Association of Thailand
Basic Tennets
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All advertising should be legal, decent, honest, and truthful.
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Advertising should not be in conflict with the public morals.
Every advertising should be prepared with a due sense of social
responsibility and should conform to the principle of fair competition, a
general acceptance in business.
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No advertising should impair public confidence in advertising
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Details of Practice
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Practice within the limits of standard of practice under the rule of law.
Should not perform any action that will damage the reputation of the industry
Be socially and morally responsible.
Should not create advertisements that degrade any religion or belief held by the
public.
Should not create advertisements that distort the facts about the product or service
or over exaggeration of the qualities that may mislead consumers.
Should not create advertisements that use superstition and belief in luck to
motivate consumers.
Should not create advertisements that copy the logo, slogan or message from other
advertisements that may mislead consumers in the identification of the product.
Should not create advertising that uses statistics and results of scientific research in
ways that will mislead consumers about the benefits of the product.
Should not create advertising that makes references to people or institutions that
do not exist or have not used or tested the product.
Should not create advertising that may be harmful to youth by taking advantage of
their lack of knowledge to exploit and abuse them.
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- When the code, the rule or
regulation do not cover, the
advertiser has to make the
decision
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Key Issues in Advertising
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Poor Taste/Offensive Advertising
- Advertisers and media outlets must try
to be sensitive to consumer objections
- Who can expose to the ad?
 Creating guidelines for good taste is difficult
 Sex in advertising
- sex is relevant to the product?
- Violence
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Key Issues in Advertising
 Reinforcing Stereotypes
: representation of a cultural that emphasizes
the trait that may or may not communicate an
accurate representation of the group
• Diversity group
• Gender role e.g. Men are strong VS
Women are weak
• Senior citizens
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Key Issues in Advertising
 Body & Self Image
 Women, men representation in ad
e.g. health care product, weight loss product,
etc.
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Key Issues in Advertising
 Advertising to Children
 One of the most controversial topics in the
industry
 Children are unable to evaluate advertising
messages and make purchasing decisions
e.g. Toy product, snack, junk food
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Key Issues in Advertising
 Controversial Products
 Though it is acceptable to advertise these
products, it is still offensive to some
 Products are deemed unhealthy or dangerous
 E.g. Tobacco, alcohol, gambling
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Key Issues in Advertising
 Misleading Claims
- Unethical if it is false
• Puffery: Advertising or other sales
representations, which praise the item with
subjective opinions, superlatives or
exaggerations, vaguely and generally, stating no
specific facts
e.g. Campbell Soup, “America’s favourite food”
Pepsi, “The Choice of a New Generation”
• Endorsement or testimonial
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Examples: Ethical issues
 A local retailer claiming it has the best
merchandise in town.
 Showing a handicapped consumer in
desperate need of help.
 Suggesting that wearing a particular brand
of basketball shoe makes you more
popular.
 Tobacco and alcohol ads that appear in
magazines read by 17-year-olds.
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Advertising and Other Regulatory
Agencies
 Self Discipline – Advertising Agency
 Self Regulation – The industry develops,
uses, enforces norms
 Outside help – Media co.
 Social Responsibility-
motivates a business to
perform a useful function within society and to make the positive
impact on society e.g. SPY Cooler responsible for drinks campaign,
Drive Don’t Drink, Honda Safety Drive Campaign
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Regulatory Factors
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Thailand’s Regulation Environment
 Agencies govern advertising:
 FDA: Oversees package labeling,
ingredient listings, and advertising for food
and drugs
- Watchdog for drug advertising
 Censor Board
 Consumer’s protection right board
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Advertising’s Societal Role
 Does advertising create a materialistic
culture or does it simply reflect it?
 Critics believe that advertising has the power
to shape social trends and the way people
think and act
 Advertising professionals believe advertising
mirrors values rather than sets them
 Advertising can potentially shape and
mirror values
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Advertising which is legal is not always ethical.
VS
Advertising which is ethical is always legal.
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Quiz I (10%) (In-class)
Ethical topics in Advertising
- 3 Short Answer Questions
- Chapter 3
- The real ads will be shown
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 Personal  Safety, Security, Fear, Love, Affection, Humor,
Happiness, Joy, Nostalgia, Sentiment, Excitement,
Arousal/stimulation, Sorrow/grief, Pride,
Achievement/accomplishment, Self-esteem,
Actualization, Pleasure, Ambition, Comfort
 Social  Recognition, Status, Respect, Involvement,
Embarrassment, Affiliation/belonging, Rejection,
Acceptance, Approval
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