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Chapter 2 Advertising and Society: Ethics, Regulation, and Social Responsibility

Chapter 2 Advertising and Society: Ethics, Regulation, and Social Responsibility . Outline Advertising and society Ethical issues in advertising Advertising’s legal and regulatory environment Federal case law affecting advertising Advertising and the FTC

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Chapter 2 Advertising and Society: Ethics, Regulation, and Social Responsibility

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  1. Chapter 2Advertising and Society: Ethics, Regulation, and Social Responsibility Outline • Advertising and society • Ethical issues in advertising • Advertising’s legal and regulatory environment • Federal case law affecting advertising • Advertising and the FTC • Advertising and other regulatory agencies • Social responsibility and self-regulation

  2. Advertising and Social Responsibility • Ethical issues • Advocacy • Accuracy • Acquisitiveness • Is being ethical a problem? Chapter 2: Advertising and Society

  3. Social Responsibility • Public service announcements (PSAs) • Ad Council • Social marketing Chapter 2: Advertising and Society

  4. Six Key Issues in Advertising • Puffery • Taste and advertising • Product categories and taste • Current issues Chapter 2: Advertising and Society

  5. Six Key Issues in Advertising • Stereotyping in advertising • Women in advertisements • Racial and ethnic stereotypes • Senior citizens • Gay and lesbian consumers • Advertising to children Chapter 2: Advertising and Society

  6. Six Key Issues in Advertising • Advertising controversial products • Tobacco • Alcohol • Gambling • Prescription drugs • Subliminal advertising Chapter 2: Advertising and Society

  7. Federal Case Law Affecting Advertising • First Amendment case law • Privacy case law developments: online advertising Chapter 2: Advertising and Society

  8. Advertising and the FTC • Federal Trade Commission (FTC) • Some FTC responsibilities • Deception • Reasonable basis for claims • Comparative advertising • Endorsements • Demonstrations Chapter 2: Advertising and Society

  9. Advertising and the FTC • FTC deceptive and unfair advertising remedies • Consent decrees • Cease-and-desist orders • Corrective advertising • Substantiating advertising claims • Consumer redress • Hold the ad agency legally responsible Chapter 2: Advertising and Society

  10. Advertising and Other Regulatory Agencies • Food and Drug Administration (FDA) • Federal Communications Commission (FCC) • Additional Federal Regulatory Agencies • U.S. Postal Service; Bureau of Alcohol, Tobacco, and Firearms; U.S. Patent Office; Library of Congress Chapter 2: Advertising and Society

  11. Social Responsibility and Self-Regulation • Self-discipline • Self-regulation: pure and co-opted • National Advertising Division of the Better Business Bureau (NAD) • National Advertising Review Board (NARB) • Local regulation • Media regulation and advertising Chapter 2: Advertising and Society

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