Open Access Subscription Access
Open Access Subscription Access
Ethical Issues in Advertising - An Indian Perspective
Advertisement is the process of communicating the most persuasive selling message possible, to the right potential consumer of products or services at the right time and place, at least possible cost. Advertisement acts as a communicating bridge between producer and consumer. With industrialization and expansion of market access, importance of advertising is steadily on the increase in modern society. Advertising, using media as its vehicle, is a pervasive, powerful force shaping attitudes and behavior in today's world. At times it goes beyond the traditional role of ‘fair and truthful’ information and portraits obscene, undesirable and unethical scenes giving a detrimental result especially on the young population of the society. The article have talked about the scope of advertising in India, includes the role of advertising in modern business world by indicating the Economic, Social and Psychological functions. The ethical aspect of Indian advertisement is extremely important for restoration of our Indian culture, norms, ethics and heritage. This article also talks about statutory regulations of such unethical advertisements and establishment of self regulatory body like ASCI to tackle the problem. But the most important problem lies in improper implementation of the laws.
Advertisement, Ethics in Advertising, Advertising Regulations, ASCI, Regulatory Laws.
- Bruce G. Vanden Bergh, Dean M. Krugman, and Michael B. Salwen (1983). The Temptation to Puff: Puffery in Automotive Advertising, 1930 to 1980. Journalism Quarterly, 60 (4): 700-4, 769.
- Gary J. Gaeth and Timothy B. Heath (1987). The Cognitive Processing of Misleading Advertising in Young and Old Adults: Assessment and Training. Journal of Consumer Research, 14 (June): 43-54.
- Gary Kurzbard and Lawrence C. Soley (1984). Puffery and Industrial Advertising Readership and Evaluation. Proceedings of the 1984 Convention of the American Academy of Advertising, (ed.), Donald R. Glover: 104-7.
- Gerald A. Schorin, Bruce G. Vanden Bergh, and Keith Adler (1984). Is Puffery in Automotive Advertising on the Road Back? Proceedings of the 1984 Convention of the American Academy of Advertising, (ed.), Donald R. Glover: 112-114.
- Ivan L. Preston (1987). A Review of the Literature on Advertising Regulation, 1983-87. Current Issues and Research in Advertising, 10 (2): 123-152.
- James D. Gill and Sanford Grossbart (1985). Influence of Deceptive Claim Strategy and Product Class Involvement on Beliefs Induced by Deceptive and Corrective Commercials. Current Issues and Research in Advertising, 8 (1): 129-160.
- Jef I. Richards and Ivan L. Preston (1992). Proving and Disproving Materiality of Deceptive Advertising Claims. Journal of Public Policy and Marketing, 11(2): 45-56.
- John Liefeld and Louise A. Heslop (1985). Reference Prices and Deception in Newspaper Advertising. Journal of Consumer Research, 11 (March): 868-76.
- Michael A. Kamins and Lawrence J. Marks (1987). Advertising Puffery: The Impact of Using Two-Sided Claims on Product Attitude and Purchase Intention. Journal of Advertising, 16 (4): 6-15.
Abstract Views: 1096
PDF Views: 0