Advertising appeals & Ethical issuesINTRODUCTION TO MEDIA STUDIES

Group members• Anum afzal• Basit raza• Fateh haider• Frasat iqbal • Ajlal haider• Atyab tahir

Contents • Advertising appeal• Types of advertising appeal• Ethical issues• Role of ethics in advertisement• Types of ethical issues• Conclusion

Advertising appeal• Advertising appeal can be defined as a marketing

technique that is aimed at influencing the way consumers view themselves and how buying certain products can prove to be beneficial for them. There are quite a number of advertising appeals that include emotional appear, humor appeal sex appeal music appeal rational appeal brand appeal snob appeal romance appeal and youth appeal.

Types of advertising appeal• Emotional appeal• Music appeal• Scarcity appeal• Rational appeal• Masculine feminine appeal

Continued …• Brand appeal• Snob appeal• Adventure appeal• Less than perfect appeal• Youth appeal• Endorsement • Play on words

Advertising • Advertising is a form of communication that attends to

persuade potential customers to purchase or to consume more of a particular brand of a product or service.• Every major medium is used to deliver these message

including television, radio, cinema, magazine, newspaper, video games and the internet.

Comparative advertising• Comparative advertising is advertising where one party

advertise its good or services by comapring them with the goods or service of other parties.• Other party is usually his competitor or the market

leader of that good or service.

Examples • OLYMPUS vs Sony. The banner suggests that the sony

camera are bad while olympus are the one they should buy.

Social advertisement• It is a process of influencing human behaviour on a large

scale using marketing, principles for the purpose of social benefits rather than for commercial profits.• Social advertisement sell a behavior change to a

targeted group of individuals.• Example includes the government compaign of polio

drops.

Types of ethical issues

Puffery • Advertising or other sales representation which admire

the items to be sold with opinions or exagerration, vaguely and generally, stating no specific facts.• Using claims or description to exaggerate for a product

reputation or appeal.1. New2. Unique3. Extra- strength4. Super-strength

Deception in advertising• Promotional technique( such as attraction and switch

pricing) designed to influence buyer with false or misleading claims.• Many countries around the world use regulations to

control for deceptive or misleading advertising.

Example• Companies may advertise sale at 50% of. However, the

company first make the product way up then mark it down to 50% so that they still make a profit.

Stereotyping • Stereotyping means over simplified idea of a typical

characteristic of a person or a thing.• Stereotyping is presenting a group of a people in

unvarying pattern that lacks individuality.1. Gender discrimination2. Color discrimination3. Age discrimination4. Religious discrimination

Examples • Chocolate companies mostly targeting the children and

young people ignoring the fact that old people might like chocolate too.• In advertising to criticise the gender and try to show

that males are more powerful or women are more intelligent personalities..

Advertising to children• Advertising to children is the act of marketing or

advertising product or service to children, as defined by national legislation and advertising standards.• Rules on advertising to children have largely evolve in

recent years.

Means of advertising children• Traditional media ( tv, radio and print media)• New medium ( internet and other electronic media )• Packaging, in store advertising event sponsorship and

promotion can also be mean to advertise the children.

Conclusion