Matakuliah
Tahun
: G0492 / English for Advertising
: 2005/2006
Advertising and Society
Ethics
Regulation
Social Responsibility
1
Advertising and Social Responsibility
• Ethical Issues
• Ethical issues that Affect Advertising
• Social Responsibility
2
Ethical Issues
• Advocacy
• Accuracy
• Acquisitiveness
3
Social Responsibility
• To help to improve society
• To disseminate information social programs
• To motivate the target audiences to respond
4
Six Key Issues in Advertising
•
•
•
•
•
•
Puffery
Taste
Stereotyping
Children’s advertisement
Advertising controversial products
Subliminal advertising
5
Legal and Regulatory Environment
• Scanning Figure 2.1 pg. 43
6
Advertising and Federal Trade Commission
•
•
•
•
Deception
Comparative Advertising
Endorsement
Demonstrations
7
FTC Deceptive and Unfair Advertising
Remedies
•
•
•
•
•
Consent Decrees
Cease-and-Design Orders
Corrective Advertising
Consumer Redress
Hold the Advertising Legally Responsible
8
Other Regulatory Agencies
• Food and Drug Administration
• Federal Communication Commission
• Additional Federal Regulatory Agencies
9