The goals of this chapter are: To consider various perspectives concerning the social and ethical aspects of marketing communication, to evaluate the social criticisms of advertising, to examine how advertising is regulated, including the role and function of various regulatory agencies,...
Trang 1Chapter 3
Social, ethical and regulatory
aspects
Trang 21 To consider various perspectives concerning
the social and ethical aspects of marketing
communication.
2 To evaluate the social criticisms of advertising.
3 To examine how advertising is regulated,
including the role and function of various
regulatory agencies.
4 To examine the self-regulation of advertising
and evaluate its effectiveness.
Learning objectives
Trang 3Social and ethical criticisms
Government regulation
regulation
Self-of advertising
Regulation
Trang 4Crazy Domains
What are your thoughts?
Is this ad offensive or sexist? Or is it a light-hearted fantasy not be taken too seriously?
What are your thoughts?
Is this ad offensive or sexist? Or is it a light-hearted fantasy not be taken too seriously?
Source: © 2010 Crazy Domain Names
Trang 5Crazy Domains (cont.)
Selected comments from members of the public:
‘It is all about sex, got nothing to with domains, unless it’s to start a porn site. It’s
totally inappropriate.’
‘This is overtly sexist and exploitative. It belittles women in the workforce and portrays them as sexual property.’
‘The ad is misogynist.’
‘It sends a terrible message to young women; namely what they look like has more bearing than their authority in the workplace . . . this ad is a reminder that women are still not taken seriously in the workplace.’
Trang 6Advertising and society
Marketing communication is intimately
connected with the social and cultural
environment
Advertising is very prevalent and occupies an increasing amount of public space.
Advertisers operate in a complex environment
of government rules and regulations.
Many parties are concerned about advertising’s potential to offend, mislead, exploit or deceive.
Advertising is a very powerful force with the
potential to offend.
Trang 7Advertising and promotion: two viewpoints
Is more propaganda than information
Creates jobs and helps new firms enter a market
Trang 8Junk food and The Parents Jury
Trang 9Ethics are moral principles and values
that govern the actions and decisions of
Trang 10Advertising and truthfulness
Around the world, virtually all advertising codes require advertising to be truthful (not
misleading or deceptive).
Advertisers are required to have a reasonable basis for making claims
Few advertisers deliberately set out to deceive.
Misleading or fraudulent claims can be made inadvertently.
Many people believe that advertising should be primarily informative
Advertisers argue that they have the right to
present the most favourable case for their
products/services.
Trang 11Source: Australian Association of National Advertisers, www.aana.com.au
Trang 12Source:
Advertising Standards Authority New Zealand, www.asa.co.nz
Trang 13Sources of distaste
Sex appeals and/or nudity
Sex appeals and/or nudity
appeals Fear/ Shock appeals
Trang 14Sex appeals in advertising
Trang 15Sex appeals in advertising (cont.)
Trang 16Advertising and children
Children’s media habits
commercials per annum
Exposed to more than 40 000
commercials per annum
22 hours per week
watching TV
22 hours per week
watching TV
Trang 17Perspectives on advertising to
children
Lack of skill/expertise for
Difficulty differentiating between programs and commercials
Children must learn
Need to acquire skills
to function in the marketplace
Consumer advocates argue that children are vulnerable to advertising due to:
Consumer advocates argue that children are vulnerable to advertising due to:
Marketers argue that:
Trang 18Advertising and children
Given children’s vulnerability and natural guile, most advertising associations produce special codes to protect them.
The Australian Communications and Media
Authority has strict guidelines for advertising to children, which include the following:
advertising banned on preschool programs
no alcohol advertising
restrictions on prizes and competitions
program hosts selling goods or services
the number of times a commercial can be broadcast during children’s programs.
Trang 19Advertising and children (cont.)
Trang 20Advertising and children (cont.)
Source: Australian Association of National Advertisers (AANA), www.aana.com.au
Trang 21Social and cultural
consequences of advertising
Does advertising make people buy things they don’t need?
Does advertising make people buy things they don’t need?
Does advertising encourage materialism?
Does advertising encourage materialism?
Does advertising control
the media?
Does advertising control
the media?
Does advertising perpetuate stereotypes?
Does advertising perpetuate stereotypes?
Trang 22Advertising and materialism
Surrounds consumers with images of the ‘good life’
Surrounds consumers with images of the ‘good life’
Material possessions as symbols of status
Material possessions as symbols of status
regard to materialism
Criticisms of advertising with
regard to materialism
Acquisition of material possessions equated with accomplishment, popularity or sex
appeal
Acquisition of material possessions equated with accomplishment, popularity or sex
appeal
Trang 23Advertising and stereotyping
Preoccupation with beauty ideals
Preoccupation with beauty ideals
Portrayals of women fail
to reflect their changing
role in society
Portrayals of women fail
to reflect their changing
role in society
Portrayal of women as sex objects
Portrayal of women as sex objects
Ethnic stereotyping/
representation of minorities
Ethnic stereotyping/
representation of minorities
Criticisms of advertising with regard to stereotyping
Trang 24Stereotypical portrayal of women
Trang 25Social and ethical criticisms
Government regulation
regulation
Self-of advertising
Regulation
Trang 27Consumer protection laws
Fair Trading Act, 1986
Competition and Consumer
Act, 2010
Competition and Consumer
Act, 2010
Trang 28Competition and Consumer
Act, 2010
Trang 29Industry regulation
Self-regulation forms the basis of the advertising regulation system in both Australia and New
Zealand.
Flexible and responsive to
industry needs and public
opinion
Flexible and responsive to
industry needs and public
opinion
Limits government interference
Limits government interference
Benefits of self-regulation
Trang 30Industry self-regulation
Advertising Standards Authority
Advertising Standards Authority
Advertising Standards Bureau
Australian Advertising Standards
Council
Advertising Standards Bureau
Australian Advertising Standards
Council
Trang 31Industry self-regulation in
Australia
Advertising Standards
Bureau (ASB)
Advertising Standards
Bureau (ASB)
Advertising Claims Board (ACB)
Advertising Claims Board (ACB)
Australian Advertising Standards Council
Australian Advertising Standards Council
Trang 32Advertising Standards Board
Trang 33Industry self-regulation in New Zealand
Member organisations
Trang 34Levels of advertising regulation
Internal vetting procedures
Advertisers & agencies
Businesses
Voluntary codes of conduct Codes of conduct
Trang 35Has led to more stringent standards than legislation alone
Preferable to government intervention in a mature industry
serving
serving
Trang 36Self-Summary and conclusions
communication.
criticism regarding its social and economic impact.
members of the public.
influences and transmits social values or simply
mirrors those values.
internal regulation, self-regulation and government.
self-regulation is in operation.