Ethical Issues- The Intent and the Content of Advertising


By

Dr. Sheela Singh
Director
Javed Alam Sheikh
Sr. Lecturer
Ghanshyam Binani Academy of Management Sciences
Mirzapur
 


INTRODUCTION:  The marketing mix has been the key concept to advertising as it mixes was suggested by Professor E. Jerome McCarthy in the 1960s, which consists four basic elements called the four P's. Product, Price, Place and promotion as the last P, is the process of reaching the target market and convincing them to go out and buy the offerings of the identified sponsor. As it is "A paid form of external communication which is generally used for the encouragement of awareness or the persuasion of the target audience". Most commonly it is the developmental of the desired result which may drive the consumer's behavior with respect to the commercial offering.  As the Commercial advertisers always tries to increase the   usages of their  products via branding and by generating a positive image of their offerings with the depiction of the messages in the mind of consumers

SAGA OF THE ADVERTISING: Journey of the advertising in the chronological order is depicted below –

JOURNEY OF THE ADVERTISING

           Era

                    Description

Back to 4000 BC

  • History depicts that Out-of-home advertising and billboards are the oldest forms of advertising.
  • It has been  with us  as the Egyptians used papyrus to make sales messages and wall posters along with the tradition of wall painting can be traced back to Indian rock art paintings that date back to 4000 BC.

In the late 19th and early 20th centuries.

  • Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries because of the industrial revolution.
  • In June 1836, French newspaper La Presse was the first to include paid advertising in its pages gave the birth of the print advertising.
  • In the early 1920s, the first radio stations were established by radio equipment manufacturers and retailers who offered programs in order to sell more radios to consumers  and in the early 1950s, the DuMont Television Network began the modern practice of selling advertisement time to multiple sponsors, gave the birth of the telecast/broadcast  form of advertising.

Late 20 centuries

  • With the advent of the ad server, marketing through the Internet opened new frontiers for advertisers and contributed to the "dot-com" boom of the 1990s. 

Source : http://en.wikipedia.org/wiki/Advertising


ETHICAL ISSUES:

THE INTENT- As the Intent of the advertising  is to inform, to persuade and to  remind the target audience for the intended result for changing the human behaviors like the creation of AIDA form (Awareness, Interest, Desire and Action) has been the same and will be same in the years to come .

THE CONTENT -Despite the changing world and the way it attributed to the adoption of new marketing practices involving the changes in the activities of advertising i.e. the content of advertising.

CONTENT- 5 M,s OF ADVERTISING

ASPECTS

DESCRIPTION

MISSION

The mission will be as usual as informing, persuading, and reminding to the target audience for affecting their AIDA stage.

MESSAGE

The way message is formulated and narrated (verbally) or exhibited (visually) to the target audience.

MEDIA

 The selection of the medium through which the message will be circulated in the target audience for the intended mission and effectiveness.

MONEY

Calculations of the amount to be spend for the achievement of the desired goal.

MEASUREMENT

 Assessment of the effectiveness in terms of impact and retentions.


Despite the changing world and the way it attributed to the adoption of new marketing practices involving the changes in the activities of advertising i.e. the content of advertising.

"Advertising justifies its existence when used in the public interest—it is much too powerful a tool to use solely for commercial purposes." Attributed to 
Howard Gossage  by David Ogilvy.

Usually  advertising messages  are created by the in house or the outhouse advertising agencies which is paid  by sponsored  and viewed to the target audience via various 
media vehicle including newspaper, magazines, television commercialradio advertisementoutdoor advertising  or direct mailblogs  and   websites. These messages are depicted through the different kinds of tone with an aim of obtaining the above mentioned intent. They are the major area of concerns for the creation of ethical issues in advertising as the young generation are in huge numbers and play an important role in influencing the buying behavior of their kith and kins but at the same time some of the wrong steps was also taken by them and this create a question marks on the ethical issues of advertising based on the advertising contents. Let's see the some of the question mentioned below without any biasness and this question- Was this the intent of an advertisement where we find the content in this fashion-
  • Very uncommon examples by a common kid who endangered his life while imitating the stunt shown in the advertising?
  • Why the depictions of the message always include the heroic efforts of the presenter along with the fictitious background?
  • Why the kids are being provoked to act and behave like adolescence?
  • Why the vulgarity requires in inducing the audience?
  • Why the social evil like the ragging is shown at the background of the ad?
  • Why the important messages forbidding the imitation of these statements are always broadcast or telecast in hurry or in unreadable manner?
  • Why the content of the advertising prevent us to watch it with the family?
  • Is this not the ethical issues?  As it is rightly pointed out that the "Advertising justifies its existence when used in the public interest—it is much too powerful a tool to use solely for commercial purposes." Attributed to Howard Gossage  by David Ogilvy.

    Then what it should be   and how should it be interpreted. ? This is a matter of great concerns which required a complete and clear explanation and understanding of the advertising intent as well as the content for the advertisers. 

REFRENCES:

  • http://www.indianmba.com/Faculty_Column/FC1200/fc1200.html
  • http://en.wikipedia.org/wiki/Advertising
     


Dr. Sheela Singh
Director
Javed Alam Sheikh
Sr. Lecturer
Ghanshyam Binani Academy of Management Sciences
Mirzapur
 

Source: E-mail May 25, 2012

          

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