Unit 14Advertising Ethics 经典广告学英语课件合集.ppt

Unit 14 Advertising Ethics I. Controversies About Advertising A. Advertisers face criticism: 1. Public can be displeased or offended by what an ad says or how it looks. 2. Consumers can complain when the product doesn’t live up to an ad’s promised benefits. B. Advertising is both applauded and criticized for its effect on the economy. 1. Some claim advertising raises the cost of products while others can show it lowers it. 2. Some claim advertising encourages competition, some say it reduces competition. C. Advertising has social consequences 1. Some contend it makes people more materialistic. 2. Some believe advertising forces people to buy things they don’t need. 3. Some point out that it reaches people subliminally in ways they cannot control. II. Ethical Problems in Advertising 1. Advertising Unhealthy Products. 2. Advertising to Children a. Advertising may mislead children into materialism, even hedonism. b. They are inexperienced consumers and easy prey for the sophisticated persuasions of advertisers. c. Advertising influences children’s demands, and lead to child-parent conflict. d. Some ads are adult-oriented. 3. Advertising Using Puffery Puffery refers to exaggerated, subjective claims that can’t be proven true or false, such as “the best,” “premier,” or “the only way to fly.” Mercedes-Benz’s ingenious comparison 4. The Subliminal Advertising Myth Advertising does not give consumers information upon which to base rational decisions, but rather manipulates us through brainwashing. As always, the customer, acting in his or her own self-interest, is king. 5. The use of stereotypes in advertising Advertising has long been criticized for not being more sensitive to the concerns of minorities. Since the 1980s, advertisers have become more sensitive to minorities and women. 6. Offensiveness in advertising Taste is highly subjective and taste changes. Taste varies with geography.