Following is an annotated set of teaching notes for an introduction to advertising. Updated Fall 2008
Ethical Criteria
Advocacy
Accuracy
Acquisitiveness / Conspicuous Consumption
Who should/should not be the target of the advertising?
What should/should not be advertised?
What should/should not be relationship between advertising content and medium?
What should/should not be advertisers' obligation to society?
Treating clients fairly
Creating honest, nonmisleading, socially desirable ads
Representing healthy, useful, and ethical products
Treating supplier, vendors, and media fairly
Treating employees and management of agency fairly
Treating other agencies fairly
Puffery & Hype: Exaggerated by legal claims (Hallmark: “When you want to send the very best.” “Nothing outlasts an Eveready battery”
Good Taste: Stereotyping (gender, race, ethnicity, age, lifestyle, handicaps, religion)
Advertising to children: Controversial products (alcohol, tobacco, gambling)
Sexual imagery & sex appeal
Here are some codes from various nations. Note how the openness of the society and the level of democracy and capitalism correlate with the codes.
American Advertising Federation
1. Discuss ethical implications of two potential advertisements: (1) A TV advertisement for a political candidate includes images of the Twin Towers collapsing, with a get-tough-on-terrorism message from a candidate for governor. (2) A magazine ad shows two tall classes of a soft drink, positioned somewhat like the Twin Towers, with the message "Collapse into summer."
2. You are asked to develop an ad campaign for a new cigarette. The advertiser wants you to build the campaign around high-profile entertainers, such as would be found on Fox TV. You know many of these programs are aimed at teen audiences?
3. A local church asks you to develop an advertising campaign to promote its conservative views on fidelity in marriage, chastity before marriage, and the dominant role of the father/husband in family life? … its liberal views against the death penalty, tolerance of divorce, and expansion of social services to the poor.
4. A local group asks you to develop an advertising campaign to generate public support for another gambling casino in Western New York. You are aware of a new study by the Sociology Department at Buffalo State College that links the introduction of gambling in an area with increases in crimes such as prostitution and burglary, and social problems such as increase in divorce, child neglect and addictions.
5. You have been asked to develop an advertising campaign for a development company planning an exclusive gated community that, you suspect, will accept few or no minority residents.