Wells03_Basic 英文版《广告学：原理与 及实务》课件.pptVIP

Advertising and Society Part 1: Foundations Chapter 3 Chapter Outline Chapter Key Points Advertising’s Social Role Review and Regulation of Advertising Advertising’s Regulatory Environment Media Review of Advertising Self-Regulation Advertising Ethics Determining What is Ethical Key Points Discuss the shape-versus-mirror debate Analyze the legal topics that guide advertising practice List the key regulatory agencies and their responsibilities Explain the way the advertising industry regulates itself Critique the key ethical issues that challenge the practice of advertising Outline three ways to determine if an advertising decision is ethical Advertising’s Societal Role Does advertising create a materialistic culture or does it simply reflect it? Critics believe that advertising has the power to shape social trends and the way people think and act Advertising professionals believe advertising mirrors values rather than sets them Advertising can potentially shape and mirror values Review and Regulation of Advertising Copyright Protection Trademark Copyright First Amendment Commercial speech Only truthful commercial speech is protected, not misleading or deceptive statements Advertising’s Regulatory Environment Federal Trade Commission Regulating deception Regulating substantiation Remedies for deception and unfair advertising Consent Decrees Cease-and-Desist Orders Corrective Advertising Consumer Redress Advertising Agency Legal Responsibility Advertising’s Regulatory Environment Food and Drug Administration Oversees package labeling, ingredient listings, and advertising for food and drugs Watchdog for drug advertising Federal Comm. Commission Can issue and revoke licenses to broadcasting stations Can ban messages that are deceptive or in poor taste Advertising’s Regulatory Environment Other Regulatory Bodies Bureau of Alcohol, Tobacco, and Firearms U.S. Postal Service States’ Attorneys General International Regulations Marketing practices vary in legal and regulatory