Social, Ethical, and
Regulatory Aspects of
Advertising and Promotion
4
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Adver&sing 2 / vc4220 / Fall 2011 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Social Aspects of Adver&sing Adver&sing Educates Consumers PRO
Adver&sing informs CON Adver&sing is superficial and intrusive Adver&sing improves living standards PRO
Ads lower the costs of products (How can this be?) CON Ads are wasteful and help only some Is there
“information” in this ad?
Adver&sing 2 / vc4220 / Fall 2011 Adver&sing 2 / vc4220 / Fall 2011 Social Aspects of Adver&sing
Adver&sing Affects Happiness and Well-­‐Being CON PRO
Ads create needs Ads address a wide variety of basic human needs CON PRO
Ads promote materialism Ads reflect society’s priori&es Adver&sing 2 / vc4220 / Fall 2011 Adver&sing 2 / vc4220 / Fall 2011 Social Aspects of Adver&sing Adver&sing: Demeaning and decei=ul, or libera&ng and ar=ul? CON Ads perpetuate stereotypes PRO
Adver&sers are more sensi&ve now CON PRO
CON PRO
Ads are oMen offensive Ads are a source of libera&on Ads deceive via subliminal s&mula&on Adver&sing is art 4 7 Adver&sing 2 / vc4220 / Fall 2011 Adver&sing 2 / vc4220 / Fall 2011 Social Aspects of Adver&sing Adver&sing has a Powerful Effect on the Mass Media PRO
Ads foster a diverse and affordable mass media that provides informa&on and exposure on important issues. CON Adver&sing affects and controls programming. “Branded Entertainment” blurs entertainment and persuasion. And, controversial issues do not aVract adver&sers. 4 10