Notesale: Turn your study into money

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Regulations & Ethnic of Advertising
Shape vs Mirror debate
- central issue in considering advertising's role in society
- critics of advertising believe that, advertising has the power to shape social trends and
the way people think and act
- while advertising professionals believe that, advertising mirrors values rather than set
them
- in fact, advertising both mirrors and shapes values

Social & Cultural Considerations in International Advertising
- marketing imperialism
- cultural imperialism (differences btw western & Asian, middle east & Africa)

Regulation of Advertising
Advertising's legal environment
- trademark and copyright protection
- the First Amendment - protects commercial speech
- the Patent Office - protects unique trademarks from infringement by competitors
- the Library of Congress - protects copyrights, the distinctive symbols that identify
brands

Regulatory Agencies & Responsibility
- FTC - concerned with identifying and eliminating deceptive advertising
- FDA - overseas advertising related to food and drugs
- FCC - monitors advertising broadcast by radio and television stations
- other regulatory agencies : Bureau of Alcohol, Tobacco, Firearms, the US Postal
Service, the Patent Office, the Library of Congress, the states' Attorneys General offices

Self-Regulation in Advertising
- self-discipline
- industry self-regulation
- self-regulation with outside help

Advertising Ethics
- poor taste and offensive 有攻击性的 advertising (sex in advertising)
- reinforcing stereotypes (representation of a group)
- diversity issues

- gender roles
- racial and ethnic stereotypes
- senior citizens
- body image and self image
- targeting to children
- misleading
- advertising controversial products
- alcohol, tobacco, drugs

Determining What Is Ethical?
- the social ethic (social responsibility)
- the professional ethic (professional people point-of-view)
- how professionals in the industry should respond when faced with ethical questions
- the personal ethic (personal judgment, moral reasoning, sense of right and wrong)
- would I feel better if I explain this action to the general public?
- would I feel comfortable explaining this decision to my mother?



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