Carole Lyn Zeleny
cz812701@ohio.edu
It is clearly stated in the Principles and Practices of the Advertising Industry, that advertising, public relations and marketing communications must hold the highest ethical standards in serving the public. These eight core principles have led to many regulations in the advertising industry to prevent corporations from causing harm and offense when promoting their products and services to the consumer. In fact, advertising in the United States is regulated not only by state authorities, but also by federal authorities. Federal authorities adopt federal laws and empower regulatory agencies to enforce them, to develop guidelines and policies that to control advertising industry as whole. In fact, the Advertising Standards Authority (ASA) has the right to remove any advertisement they see to be harmful to others. Yet, many advertisements seem to get around all the principles, regulations, agencies and moderators.
Political Advertising
Political advertisements made to influence voters are in fact exempt from the advertising industry's ethical codes as long as these adverts are not broadcast live. Following is a video released from the Wall Street Journal that highlights this year's midterms ads They are four times longer than typical political adverts, use dramatic hand-held, wide-screen images that cost less and skirt regulations. These adverts are in fact low budget, never air on broadcast TV, and are driving the headlines for novice candidates. With this style of adverts, candidates are able to tell very personal stories that were traditionally not discussed in adverts about political candidates. The intention of these ads is to show the public that a candidate can empathize with very human difficulties that is the reality for people in more challenged parts of society. These adverts can go viral gaining national attention and millions of views. The major point to note is that these internet ads have fewer regulations by the Federal Election Commission.
Video by The Wall Street Journal
Gender Equality
Advertisements do more than just sell products; they play a role in creating and perpetuating stereotypes as well. Advertisements also tap into the psyche of the society when they try to position their themes in ways that are appealing to potential consumers. Unethical advertising is the misrepresentation of a product or service in some way, or the use of subliminal messaging to fit a hidden agenda. This form of advertising uses deceptive ways to manipulate or convince the consumer to buy the product or service. Advertising and the real world have diverged on gender. At its best, advertising contributes to culture, taps into the popular mindset and captures the moment. The modern mindset on gender, however, is moving much further and faster than how it is represented in advertising. A well-known example of unethical advertising was a Reebok ad that encouraged infidelity. The headline on the ad read “Cheat on your girlfriend, not on your workout.” This ad was extremely unethical because it promoted deceitful behavior, the shoe company faced backlash and even a boycott from its customers. The following VW ad perpetuates harmful gender stereotypes by showing men engaged in adventurous activities in contrast to a woman in a care-giving role. The following VW ad perpetuates harmful gender stereotypes by showing men engaged in adventurous activities in contrast to a woman in a care-giving role. The following VW ad perpetuates harmful gender stereotypes by showing men engaged in adventurous activities in contrast to a woman in a care-giving role.
Video by Volkswagen
Children
Children are an essential target market to for advertising as they amore susceptible to being easily led and influenced. Unethical advertising takes advantage of that especially in the fast food and entertainment industries. If you have children watching TV, then you have children watching junk food ads. Companies spend billions of dollars promoting sweet cereals, soda, and fast food to the most impressionable viewers. Following is a brief video created by Common Sense for Kids on junk food advertising.
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