1. Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1 Advertising and Society Part 1: Foundations Chapter 3

2. Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-2 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

3. Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-3 Advertising and Social Responsibility What is Ethical? - Something right or wrong

4. Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-4 Advertising Code of Ethics Advertising Association of Thailand Basic Tennets -All advertising should be legal, decent, honest, and truthful. -Advertising should not be in conflict with the public morals. -Every advertising should be prepared with a due sense of social responsibility and should conform to the principle of fair competition, a general acceptance in business. -No advertising should impair public confidence in advertising

5. Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-5 Details of Practice Practice within the limits of standard of practice under the rule of law. Should not perform any action that will damage the reputation of the industry Be socially and morally responsible. Should not create advertisements that degrade any religion or belief held by the public. Should not create advertisements that distort the facts about the product or service or over exaggeration of the qualities that may mislead consumers. Should not create advertisements that use superstition and belief in luck to motivate consumers. Should not create advertisements that copy the logo, slogan or message from other advertisements that may mislead consumers in the identification of the product. Should not create advertising that uses statistics and results of scientific research in ways that will mislead consumers about the benefits of the product. Should not create advertising that makes references to people or institutions that do not exist or have not used or tested the product. Should not create advertising that may be harmful to youth by taking advantage of their lack of knowledge to exploit and abuse them.

6. Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-6 - When the code, the rule or regulation do not cover, the advertiser has to make the decision

7. Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-7 Poor Taste/Offensive Advertising - Advertisers and media outlets must try to be sensitive to consumer objections - Who can expose to the ad? Creating guidelines for good taste is difficult Sex in advertising - sex is relevant to the product? - Violence Key Issues in Advertising

8. Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-8 Key Issues in Advertising Reinforcing Stereotypes : representation of a cultural that emphasizes the trait that may or may not communicate an accurate representation of the group Diversity group Gender role e.g. Men are strong VS Women are weak Senior citizens

9. Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-9 Key Issues in Advertising Body & Self Image Women, men representation in ad e.g. health care product, weight loss product, etc.

10. Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-10 Advertising to Children One of the most controversial topics in the industry Children are unable to evaluate advertising messages and make purchasing decisions e.g. Toy product, snack, junk food Key Issues in Advertising

11. Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-11 Controversial Products Though it is acceptable to advertise these products, it is still offensive to some Products are deemed unhealthy or dangerous E.g. Tobacco, alcohol, gambling Key Issues in Advertising

12. Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-12 Key Issues in Advertising Misleading Claims - Unethical if it is false Puffery: Advertising or other sales representations, which praise the item with subjective opinions, superlatives or exaggerations, vaguely and generally, stating no specific facts e.g. Campbell Soup, “America’s favourite food” Pepsi, “The Choice of a New Generation” Endorsement or testimonial

13. Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-13 Examples: Ethical issues A local retailer claiming it has the best merchandise in town. Showing a handicapped consumer in desperate need of help. Suggesting that wearing a particular brand of basketball shoe makes you more popular. Tobacco and alcohol ads that appear in magazines read by 17-year-olds.

14. Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-14 Advertising and Other Regulatory Agencies Self Discipline – Advertising Agency Self Regulation – The industry develops, uses, enforces norms Outside help – Media co. Social Responsibility - motivates a business to perform a useful function within society and to make the positive impact on society e.g. SPY Cooler responsible for drinks campaign, Drive Don’t Drink, Honda Safety Drive Campaign

15. Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-15 Regulatory Factors

16. Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-16 Thailand’s Regulation Environment Agencies govern advertising: FDA: Oversees package labeling, ingredient listings, and advertising for food and drugs - Watchdog for drug advertising Censor Board Consumer’s protection right board

17. Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-17 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

18. Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-18 Advertising which is legal is not always ethical. VS Advertising which is ethical is always legal.

19. Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-19 Quiz I (10%) (In-class) Ethical topics in Advertising - 3 Short Answer Questions - Chapter 3 - The real ads will be shown

20. Personal - Safety, Security, Fear, Love, Affection, Humor, Happiness, Joy, Nostalgia, Sentiment, Excitement, Arousal/stimulation, Sorrow/grief, Pride, Achievement/accomplishment, Self-esteem, Actualization, Pleasure, Ambition, Comfort Social - Recognition, Status, Respect, Involvement, Embarrassment, Affiliation/belonging, Rejection, Acceptance, Approval Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-20