The ethics in advertising
Table of Contents
- Introduction
- Issues central to an unethical discussion
- Forms of untruthful advertising
- Benefits of advertising
- Harms of advertising
- Ethical principles relevant to advertising
- Truthfulness in advertising
- The dignity of the human person
- Social responsibility
- Recommendations
- 21st century advertising
- Advertising priniciples of American Advertising Federation
- Institutes protecting the consumers
- Current issues in adverstising
- Advertising controversial products
- Conclusion
- Annexure
SummaryThe field of advertising is extremely broad and diverse. In general terms, of course, an advertisement is simply a public notice meant to convey information and invite patronage or some other response. As that suggests, advertising has two basic purposes: to inform and to persuade, and - while these purposes are distinguishable - both very often are simultaneously present. Advertising is not the same as marketing (the complex of commercial functions involved in transferring goods from producers and consumers) or public relations (the systematic effort to create a favorable public impression or? image' of some person, group, or entity). In many cases, though, it is a technique or instrument employed by one or both of these. Advertising can be very simple - a local, event? Neighborhood,' phenomenon - or it can be very complex, involving sophisticated research and multimedia campaigns that span the globe. It differs according to its intended audience, so that, for example, advertising aimed at children raises some technical and moral issues significantly different from those raised by advertising aimed at competent adults.
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