Transcript Lecture 8 - Angelfire

MK364
INTERNATIONAL
ADVERTISING
THEME SIX: SOCIAL
RESPONSIBILITY - LAWS,
CODES, RULES,
REGULATIONS………..
THE BUSINESS ENVIRONMENT
Two key elements to international
advertising:
1. Environmental/green issues and social
responsibility
2. The regulatory environment and social
responsibility
ENVIRONMENTAL/GREEN
ISSUES
• green advertising
• packaging
• cause-related marketing
• seal of approval
APPROPRIATE ENVIRONMENTAL CLAIMS
•
•
•
•
make the claim specific
have claims reflect current options
make the claims substantive
make supportable claims
‘PROTECT’
THE REGULATORY
ENVIRONMENT
• social responsibility
• type of product
• creative content
• self-regulation
CONSUMER MOVEMENT
WANTS:
• information
• education
• protection
Advertising is positive?
Advertising is negative?
LAW/CODES/ETHICS
• international, regional,
national law
• self-regulation/ICC code
• social responsibility
ICC DERIVED CODE ON
SEX AND DECENCY
• tasteless/indecent ads, which do
not conform to recognised
standards of propriety, good taste,
and modesty
• sexy ads, which use sexual
imagery or suggestiveness
• sexist ads, which diminish or
demean one sex in comparison with
the other – particularly through the
use of sex-role stereotypes
ICC DERIVED CODE ON
SEX AND DECENCY
• Objectification-of-women ads,
which use women primarily as
decorative or attention-getting
objects with little or no relevance
to the product advertised
• violence-against-women ads
CODE OF ADVERTISING
AND SALES PROMOTION
PRACTICE
see seminar booklet
THE ETHICS OF
TARGETING
• targeting to children
• targeting to minorities
• other targeting instances
• is targeting unethical or good
marketing?
T A Shimp, ‘Advertising, promotion
and ………’
LEGALITIES
If a product can be legally
made should it be legal to
advertise it?
• country examples
• product examples
• target examples
TENNENTS LAGER
see seminar booklet
ANY QUESTIONS?