ADV 205 Lecture Notes - Lecture 3: Visual Pollution, Exaggeration, Puffery
Document Summary
Is being ethical a problem? tension between: the competitive drive to develop the most effective ad, the fear of crossing the line of what is legal, ethical and socially acceptable. Ethics definition: moral and value standards that act as guidelines for a society, not written down. Creates a barrier to market entry for small firms. Merchandises too many aspects of our culture. Ads done in bad taste (sex, violence) The economic effect is like the breaking shot of billards. Raises the value of products: satisfies psychic and symbolic wants and needs. Prices: you know what you should be paying for something, pizza vs pizza. Business cycle: diminishes ups and downs in the business cycle. Doing what society views as beset for people in general or for a community. Taste and advertising: product categories and taste, where to air your ads. Offensive messages: range of creative options, each with a trade-off, safe but boring, attention grabbing but offensive.
