Chapter 3:
Brand Communication and Society
PART 1
PRINCIPLE: BACK TO BASICS
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Principles of Ethics in Advertising
1.) Honesty.
2.) Social Responsibility.
3.) Exploitation of Goodwill.
4.) Health.
5.) Safety of Customer Information.
6.) Comparisons.
7.) Children Protection.
8.) Unsolicited Product.
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1.Honesty
The advertisement should not contain any activity
which offends the rules and regulations made by the
government. The advertisement should be framed in
such a way that it make, not break the trust of the
consumer.
As it said that honesty is the best policy. The company
should be honest that all the information given in the
advertisement is correct.
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2 Social Responsibility
The advertisement should not include any form of discrimination based on national
origin, religion, colour, age,. etc.
We all are consumers and all have equal importance in society. The company has to
take care that his advertisement should not hurt anyone's sentiments.
Example - Some Beauty product ads show that beauty is everything you have no value if
there is no charm on your face. If you are not beautiful, you are not accepted.
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3. Exploitation of
Goodwill/ Misleading
Labels and Names
The advertisement should not make use of the name,
logo, and trademark of other companies. Some
companies use another companies name or logo to
grow fast in the market.
Companies with goodwill have a strong customer
base, companies that use another name or logo do
not have to make an effort to create their customer
base.
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4. Health
Advertisement does not include those products that create a problem for customer
health. It is the company's duty that if there is any product that can create risk for
customer health, then the company has to aware of the customer about the same.
Example - Insecticide killing spray also dangerous for human, so proper awareness is also
provided that, how to use, how far you have to keep it while doing spray
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5. Safety of Customer
Information
‘When you purchase any product from a brand, they
collect your data to use it for future use like making
aware of new products, new offers available, the
opening of a new outlet, events, etc.
Inthe same case when you make an online purchase
or visit any website they ask your personal
information for sign up purposes. It's the Company
duty that when they store your data it should not be
shared with anyone.
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6. Comparisons
Advertisements that are making a comparison of the
product should comply with the principles of fair
competition. Product comparison allows the
customers to differentiate the two products and
chooses the one which they like.
Example - If you are comparing your mobile with
other brands and says that your product will provide
Quick charging and good battery backup if it goes fail
then it will be unethical.
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7. Children Protection
The company has to take proper care that advertising
does not mislead children as to the true size, value,
nature, durability, features, etc.
Advertisement of the product should not contain any
activity that has the effect of harming children, affect
them mentally, morally, etc. It does not include any
activity that encourages children to do things that can
hurt.
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8. Unsolicited
Product
•
Unsolicited goods are those goods that are sent to someone without
being asked to the receiver. Sending Unsolicited goods is an offense.
•
Advertising should not be used to support the unethical activity
where unsolicited products are sent who required it. If any customer
gives his consent that he likes the product, no company can
forcefully send the product to its doorstep and can ask for the
money.
•
Unsolicited product placement in advertising refers to situations
where a product appears in an ad without the viewer explicitly
expecting it or without a direct promotional intent. This can happen
in various ways, such as hidden branding, subtle logo placement, or
unexpected product appearances in unrelated content.
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Meaning of Unethical Advertising
Unethical advertising means when a company misleading the customer
or uses false claims so that customers buy their products. The company
uses advertising there own advantage. Some company crosses their line
to sell there product and earn profit by misleading the customers.
There are many unethical practices done by the company to beat the
competition and gain a large market share for selling more and more
product or to increase profits.
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Puffery
Meaning of Puffery Advertising
• Puffs up - The product to appear like more than it is.
• Advertising puffery is defined as advertising or promotional
activity that makes broadly exaggerated ( representation of
something as more extreme or dramatic than it is ) or boastful (
excessive self-pride ) statements about a product or service that
are subjective (a matter of opinion), rather than objective
(something measurable).
• Puffery does not create any warranty or guarantee for the
consumer....
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Example of Puffery Advertising
The advertisement for Starbucks coffee displays puffery advertising. The puffery
shows through exaggerating the product with a claim that can’t be proven true or
false. The advertisement is technically legal but can be considered dishonest to those
who don’t understand puffery.
This claim is that Starbucks is the best coffee and that makes it the best coffee for
you. This claim is dishonest because you can’t measure the quality of coffee to be the
best and it is a matter of opinion.
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Surrogate in Advertising
Meaning of Surrogate advertising
Surrogate is a form of advertising which is used to
promote banned products, like cigarettes and alcohol, in the cover
of another product.
This type of advertising uses a product that is ethical in its
category,
like club soda, mineral water, golf accessories, music CDs, or
playing cards, and take benefit indirectly by advertising the brand
name which is of alcohol products or other banned products. This
type of advertising helps the company to hammer the brand name
into the heads of consumers...
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Misuse of Testimonials
A testimonial is a statement made in favour of something.
Advertisers often make use of testimonials of famous
personalities like film stars, cricketers, professions ete.
However, very often such testimonials are phony in nature.
These are used simply for sales promotion.
It may happen that a personality endorsing a particular
product might not have even used it.
There are also instances in which a testimonial of the same
Personality is found in competitive brands.
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Stereotyping
Meaning of stereotyping
 A stereotyping is a fixed image, set of characteristics, qualities, a personality that a lot of people have about
someone or something.
 It can be positive or negative.
 Stereotyping also is known as a label, pattern, categorize.
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Stereotyping in Advertising
Stereotypes include things or people that follow a
common pattern and category, which is common in
advertising. People are complex. We cannot define them
by a single role. In advertising, labels are used to an
individual or group of people to provide them a role.
Stereotyping
Gender stereotypes are common in advertising. Pay
attention to cleaning activity and you see a female playing
the lead role in advertisements. Such types of ads do not
show the right picture. The company shows these types of
ads to attract the audience.
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Types of Stereotype Advertising
1.) Children.
2.) Women.
3.) Men and Masculinity.
4.) Skin Color.
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Subliminal in Advertising
Advertising that uses images, sounds, and content that the conscious mind is not aware of,
in order to influence people and make them attracted to a product for purchasing.
Subliminal advertising is manipulative because it acts on us without our knowledge or
consent. Such advertisements sometimes just flash a product name on the screen. It can be
positive or negative.
A subliminal message, also called a hidden message, is one that’s designed to pass below
the normal limits of perception. They’re inaudible to the conscious mind but audible to
the unconscious, or deeper, mind.
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