Syllabus

Segment 1
Advertising and the law

• Need for self regualation
• Introduction to MRTP Act
• Introduction to ASCI and AAAI code of conduct
• The standard contract between the agency and the advertiser
• Self regulation by individual agencies
• Drugs and Cosmetics act
• Drugs control act
• Drugs and Magic remedies act
• Copyright Act
• Pharmacy Act
• Prize and competition act
• Emblems and Names act

Segment 2
Ethical Issues in Advertising

• Puffery
  
• Taste in advertising - general guidelines
• Advertising directed at cultural and religious minorities
• Advertising to children
• Use of women in advertising
• Portraying minorities and women in 'traditional' roles and occupations
• Depiction of old people
• Stereotyping - ethnic and racial
• Advertising controversial products - alcohol, tobacco, contraceptives
• Political Advertsing
• Manipulation of research in advertising

Segment 3
Deceptive and Unfair Practices

• False Promises
• Incomplete description
• False comparisons
• Misleading comparisons
• and-switch offers
  
• Visual Distortions
• False testimonials
• Partial Disclosures
• Small Print clarifications

Segment 4
Case Studies of selected ads that violate legal and ethical concerns

Segment 5
Consumer guidance and Protection

• Consumer Protection Act 1986
• Essential Commodity Act
• Standard of weights and Measures Act
• Packaged commodities act
• Prevention of Food Adulteration
• AGMARK, ISI
• Role of PDS and consumer co-operatives

Segment 6
Consumer Forums

• CGSI, CFBP, CERC, Grahak Panchayats

Segment 7
Social Criticisms of Advertising

• Increasing Prevalence of materialism
  
• Creating Artificial Needs
• Idealizing the good life
• Stressing conformity with others
• Encouraging instant gratification and a throwaway society
• Promoting the good of the individual over the good of the society
• Creating unrealistic 'ideal' characterizations
• Using appeals that prey on feelings of inadequacy

Segment 8
Social responsibilities of advertising

• Advertising as a moulder of thought opinion and values

Segment 9
Critique of Advertising

• A study of Vance Packard
• A study of Jean Kilbourne