2. Ethics are the moral standards against which
behavior is judged. Key areas of debate regarding
ethics and advertising are:
Truth in advertising
Advertising to children
Advertising controversial products
3. Truth in Advertising
Deception is making false or misleading statements, but
puffery (commercial exaggeration) is legal.
Cannot legislate against emotional appeals
4. Advertising to Children—Issues
Advertising promotes superficiality and materialism in
children
Children are inexperienced and easy prey
Persuasion to children creates child-parent conflicts
5. Advertising Controversial Products
Critics question “targeting” minorities
Tobacco, alcohol, gambling and lotteries are product
categories of greatest concern
How does the concept of “primary demand” provide
insights here?