7th Dec 07 - Lecture 2

SEGMENT 7

Social Criticisms of Advertising:

Inherent problems of advertising. Problems that cannot be set right entirely but can be set right up to a point. It is an inbuilt error.

Criticism may kill the ‘creativity’ of the ad but critics are concerned with the fact that the ad should not cause moral and ethical problems.

Various criticisms of advertising -

Increasing the prevalence of Materialism:

Advertising may create a desire that may not necessarily be needed. Such a criticism is more prevalent in developing countries where the divide between the haves and have-nots is more. This is primarily because of the problem of families not being able to afford certain things – and a social pressure to buy such things exists.

Eg. Schools have started encouraged children not to wear watches or come by car.

Creating artificial needs:

Needs that are created or inflated. Eg. If a person is thirsty he may drink water but he does not necessarily need to drink Limca or any other soft drink, which is what ads encourage.

Hungry Kya – Dominos Kha!

Titan Nebula – “If you do not have Rs. 35,000, do not even look at this ad”

Idealizing the Good Life:

Eg: The Chivas Regal ad which promotes shows people enjoying life to the fullest.

To view this ad go to :

http://www.youtube.com/watch?v=niRpk4infqk

Stressing Conformity with Others:

Because my neighbour has it, you must have it. Peer pressure exists. Eg. The Onida ad, KBC – Your neighbours have heard from us, have you?

"Neighbours envy, Owners Pride"

Encouraging Instant Gratification and use and throw away societies:

Fast food, ready to eat food, one time use pens, one time use lenses, one time use cameras.

Promoting the good of the individual over the good of the society:

Alcohol and cigarette ads give their USP as ‘smooth’ while such activities are not necessarily good for society. Eg: Four Square – Live life king kize

Maximum cases of domestic abuse are due to alcohol.

Promoting idealistic unreal characterizations:

The Marlboro Man as a symbol of the ‘real man’. Jassi’s ad – people in the ad wanted to exchanged their daughter in laws for Jassi

Using appeal that prey on feelings of inadequacy:

Eg. Complan, VLCC, Fair & Lovely. Targeting peoples insecurities.

SEGMENT 8

Social Responsibility

Advertisements can be socially responsible by being public service ads or adjoining themselves with a cause. Eg. McDowell’s has started a ‘don’t drink and drive’ campaign. Ads can also being socially responsible by not merely being irresponsible.

For Eg: DNA's new ad campaign:

Alternative sources of energy:

Wind Energy and Geothermal energy. Solar Power by Shell. Suzlon is a company that works on wind energy.