《广告学 Advertising》课件-CH04_V97.ppt

Lecture Presentation Series Advertising Educates Consumers? Advertising Improves the Std. of Living? Advertising Affects General Well-Being? Advertising: Demeaning or Liberating? Advertising Affects the Mass Media? The Ethical Aspects of Advertising Areas of Advertising Regulation Government Regulation of Advertising Advertising Industry Self-Regulation Consumers as Regulatory Agents Advertising, 2E; OGuinn, Allen, and Semenik (c) 2000 South-Western College Publishing Thomas C. O’Guinn Chris T. Allen Richard J. Semenik Chapter Four OH 4-1 Advertising is Informative Benefits features Comparison data Product use info Market knowledge Advertising is Superficial Biased information Manipulated emotions Deceptive practices Little to no product info PRO CON OH 4-2 Ads Lower Product Costs Economies of scale Less overhead per unit Improves choice variety Promotes competition Ads Waste Resources Inefficient process Shuffles fixed demand Economic stagnation Lowers Std. of Living PRO CON PRO CON OH 4-3 Advertising Creates Needs Consumers are seduced “Wants” become “needs” Ads define what’s hip Advertising Meets Needs Food/Health care Home security Personal care products Advertising aggravates existing need states OH 4-4 Perpetuated stereotypes Women as homemakers Offensive, or in poor taste Anything to grab attention... Subliminal deception A common urban myth Increased social sensitivity Minorities in leadership roles Fulfilling and Liberating Convenience and progress Advertising is an art form Ever watch the Superbowl? PROS CONS OH 4-5 Diversity Affordability Primary source of revenue Sponsored programming Variety of media sources Competition is enhanced Affected Programming Conflicts-of-interest Controversy is shunned Cultural content suffers Education is secondary PRO CON 3. Controversial offerings OH 4-6 2. Advertising to children 1. Truth in advertising 1. Conten