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Ethics in
Advertising
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Dr.Kaushik Mukherjee

ICFAI Business School, Pune

Submitted by:
Praveen Kumar

Enroll. No: 07BS2968

ICFAI Business School, Pune

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Name: Praveen Kumar Enrollment No: 07BS2968

Mobile No: 9970832403 E-mail Id: praveen.icfai@yahoo.com

Management Research Project

Project Proposal
Project Proposed: Ethics in Advertising

Description of Project in brief: Advertising industry is a rapidly growing industry and

determines to a considerable extent the GDP or the gross domestic product of any country. The
advertising industry besides functioning as an intermediate between the manufacturers and the
customers plays an important role in the economy of the country. This industry necessitates
investment for funding different resources. One cannot measure the degree of development by
interpretation of inputs in the economy which yields some production. In the event when
consumption levels far exceed than what is reckoned, this is not a means of triggering or
bringing about transformation in the culture, society or development in human resources or
economy. What the time demands is optimum and efficient execution of advertising projects by
involving appropriate technology along scientific lines.

Benefits of Advertising:

 Economic: Useful tool for sustaining honest and ethically responsible competition by
informing people of the availability of rationally desirable new products and services and
improvements in existing ones
 Political: Helps counteract tendencies toward the monopolization of power by informing
people of the ideas and policy proposals of parties and candidates
 Cultural: Can exert a positive influence on decisions about media content; contribute the
betterment of society by uplifting and inspiring people and motivating them to act in
ways that benefit themselves and others. Importance of witty, tasteful and entertaining
advertising, even to the point of becoming art.
 Moral and Religious: Communicate messages of faith, patriotism, tolerance,compassion
and neighborly service, charity, health, education

Possible Problem by Advertising:

 Economic: Misrepresent and without relevant facts; subvert the media by pressure not to
treat of questions that are embarrassing and inconvenient; tout harmful or useless goods;
move people based on non-rational decisions; become a tool of "consumerism";
particularly harmful in economically less developed countries
 Political: Costs of advertising can limit political competition to wealthy candidates or to
those willing to compromise their integrity; distorts the views and records of opponents
 Cultural: Corrupt culture and cultural values by contradicting sound traditional values;
can create superficiality, tawdriness, and moral squalor; ignore educational and social
needs of certain segments of the audience; contributes to stereotyping of particular groups
  Moral and religious harms: Deliberate appeals to motives of envy, status seeking, and
lust creates vulgar and morally degrading advertising; treat of religion in obnoxious and
offensive manners; can promote morally suspect or perverse products and practices

Due to these facts the responsibility of marketers is growing day by day. Marketers must
carefully draw the line between advertising and entertainment so that it would not harm the
society, culture as well as their purpose of advertising. So it brings the concept of Advertising
Ethics into the picture.
Advertising ethics is to identify advertising practices (e.g., subliminal advertising, advertising to
children) which have potentially harmful effects for society (or potentially harmful effects for
some segment of society). Actions which involve harmful effects certainly present a difficult
set of moral choices and options.
Advertising ethics affects the practice of our lives and also the practice of business, in subtle and
prominent ways. Indeed, ethics in advertising concern us all in one way or the other.

Ethical Principles relevant to Advertising:

General:

 Principles of the moral order must be applied to the domain of media

 Human freedom has a purpose: making an authentic moral response. All attempts
to inform and persuade must respect the purposes of human freedom if they are to be
moral.
 Morally good advertising therefore is that advertising that seeks to move people to
choose and act rationally in morally good ways; morally evil advertising seeks to move
people to do evil deeds that are self-destructive and destructive of authentic community
 Means and techniques of advertising must also be considered: manipulative,
exploitative, corrupt and corrupting methods of persuasion and motivation

Three Specific Moral Principles:

 RESPECT TRUTHFULNESS

 Never directly intend to deceive

 Never use simply untrue advertising
 Do not distort the truth by implying things that are not so or withholding relevant
facts
 "Puffery" is acceptable where it is consonant with recognized and accepted
rhetorical and symbolic practice

 RESPECT THE DIGNITY OF EACH HUMAN PERSON

 Do not exploit our "lower inclinations" to compromise our capacity to reflect or

decide either through its content or through its impact: using appeals to lust, vanity,
envy and greed, and other human weakness.
 Give special care to the weak and vulnerable: children, young people, the elderly,
the poor, and the culturally disadvantaged
  RESPECT SOCIAL RESPONSIBILITIES

 Example: Concern for the ecology—advertising should not favor a lavish lifestyle
which wastes resources and despoils the environment
 Advertising should not reduce human progress to acquiring material goods and
cultivating a lavish lifestyle

I am doing this project because all types of advertising and the issues that go along with the
different types such as subliminal appeals, tobacco and alcohol, children, privacy, trademark and
copyrighting, sweepstakes, and political and telemarketing, information on deception in
advertising as well as information about unfairness in advertising always pushes me to think over
it as it affects the people and society.

Objective of the Project:

 Understand the need of ethics in advertising
 To know how and up to what extent the advertisements affect the people and society
 To know what type of the advertisements could come under ethical issues

Methodology:
 Using secondary data from different sources (websites, Business magazines, journals,
books etc).
 Analyzing the data using different methods in different perspectives

Schedule:
Step 1 Collect data from different sources 5th July-11th Aug 08
Step-2 Analysis of the collected data 17th Aug-8thDec 08
Step-3 Final Report and Recommendation 14th Dec- 9th March 09

Limitations of the Study:

 Limited sources of facts and research papers, so it may be difficult for me to obtain
facts to back up my arguments
 Biasness of the information sources from where data has been collected
References:
 Business Ethics(ICMR Book)
 EBSCO HOST Research Databases
 Brand Reporter(Journal)
 www.adexindia.com
 www.livemint.com
 www.indiantelevision.com

Faculty Guide Name: Dr.Kaushik Mukherjee

Praveen Kumar

Signature of Student