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单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,Unit 14 Advertising Ethics,Calvin Klein,The 1984 Macintosh,Ad,卡尔文克莱恩,Jeans ad,I. Controversies About Advertising,A. Advertisers face criticism:,1. Public can be displeased or offended by what an ad says or how it looks.,2. Consumers can complain when the product doesnt live up to an ads promised benefits.,B. Advertising is both applauded and criticized for its effect on the economy.,1. Some claim advertising raises the cost of products while others can show it lowers it.,2. Some claim advertising encourages competition, some say it reduces competition.,C. Advertising has social consequences,1. Some contend it makes people more materialistic.,2. Some believe advertising forces people to buy things they dont need.,3. Some point out that it reaches people subliminally in ways they cannot control.,II. Ethical Problems in Advertising,1. Advertising Unhealthy Products.,Come to where the flavor is,Marlboro Country.,2. Advertising to Children,a. Advertising may mislead children into materialism, even hedonism.,b. They are inexperienced consumers and easy prey for the sophisticated persuasions of advertisers.,c. Advertising influences childrens demands, and lead to child-parent conflict.,d. Some ads are,adult-oriented,.,3. Advertising Using Puffery,Puffery refers to exaggerated, subjective claims that cant be proven true or false, such as “the best, “premier, or “the only way to fly.,Mercedes-Benzs ingenious comparison,4. The Subliminal Advertising Myth,Advertising does not give consumers information upon which to base rational decisions, but rather manipulates us through brainwashing.,As always, the customer, acting in his or her own self-interest, is king.,5. The use of stereotypes in advertising,Advertising has long been criticized for not being more sensitive to the concerns of minorities.,Since the 1980s, advertisers have become more sensitive to minorities and women.,6. Offensiveness in advertising,Taste is highly subjective and taste changes.,Taste varies with geography.,When nudity is relevant to the product, people are less likely to regard it as offensive or obscene.,A Kiss from God,2006 a nude year,7. The proliferation of advertising,A long-term complaint is that there is just too much advertising.,This is a nuisance for the consumer and a problem for manufacturers.,III. The effect of advertising on our value system,1. Professional critics on advertising,Degrades peoples value systems by promoting a hedonistic, materialistic way of life, encouraging the purchase of things people really do not need.,Manipulates people by playing on emotions, promising status, social acceptance, and sex appeal.,2. proponents contend that:,Advertisings powers have been greatly exaggerated.,Studies show U. S. consumers to be very skeptical and know that advertising is biased in favor of the advertiser.,IV. The social impact of advertising in perspective,Advertising benefits society greatly:,Encourages development.,Speeds acceptance of new products and technologies.,Fosters employment.,Provides variety of choices.,Keeps prices down (encourages mass production).,Stimulates healthy competition.,Promotes higher standard of living (subsidizes arts).,Supports freedom of the press and the dissemination of information.,Assignment: critical writing,Use Maslows well-known hierarchy of needs to address critics concerns that too much of advertising is directed at creating demand for products that are irrelevant to peoples true needs.,Reference,Arens, William F.,Contemporary Advertising,9th edition. Irwin/McGraw-Hill, 2003.,华英.广告英语教程.北京：经济管理出版社，2003.,徐小娟广告英语北京：首都经济贸易大学出版社，2004.,Thank U for Ur Attendance,True or False,1. The hottest ethical issues in advertising being debated today include unhealthy products, advertising to children, and using puffery.,2. Manufacturers are not allowed to advertise harmful products like alcohol and tobacco.,1. In advertising, the letters “USP refer to_.,A. Unilateral Sales Promotion,B. Universal Selling Promotion,C. Universally Systematic Promotion,D. Unique Selling Proposition.,2. As an advertising medium, _ is the greatest handicap of broadcast television.,A. the absence of clutter B. its lack of immediacy,C. its tendency to dull the impact of an ad.,D. high cost production and air time.,Please analyze the use of deception relating to advertising ethical problems. Use examples to illustrate them.,Keys：Here are three ways of the use of deception relating to the advertising ethical problems.,1). Advertising Unhealthy Products: In particular, alcohol and tobacco ads have come under fire for encouraging people to use unhealthful products. Some countries have banned cigarette advertising; other restrict but dont ban it.,2). Advertising to children: Advertisers should not be allowed to aim commercials at children for three reasons: First, it is believed that advertising promotes superficially and values founded in material goods and consumption. Second, children are considered inexperienced consumers. Third, advertising influences an environment of child-parent conflict. Such as McDonalds ad.,3). Advertising Using Puffery: The uses of absolute superlatives like “No.1 or “the best in the world are cases of puffery. Advertisers cant use puffery as a license to lie, or it would be regarded deceptionmaking false or misleading statements in an advertisement.,
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