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Social Impact of Advertising

Social Impact of Advertising. MKT 3850 Dr. Don Roy. Criticisms of Advertising. Advertising is deceptive Advertising perpetuates stereotypes Advertising is offensive. Puffery in Advertising. Exaggerated claim “Reasonable” person understands Puffery is permissible Is it effective?.

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Social Impact of Advertising

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  1. Social Impact of Advertising MKT 3850 Dr. Don Roy

  2. Criticisms of Advertising • Advertising is deceptive • Advertising perpetuates stereotypes • Advertising is offensive

  3. Puffery in Advertising • Exaggerated claim • “Reasonable” person understands • Puffery is permissible • Is it effective?

  4. Puffery Examples

  5. Crossing the Line: Deceptive Ads Naked Juice Skechers Shape-Ups

  6. Puffery or Proven? • “The best pizza in the ‘Boro.” vs. • “Ruthies award winner for best pizza restaurant 3 years in a row.” • “At Stonecrest Medical Center our patients receive world class care.” vs. • “89% of our patients say they would refer their friends to use Stoncrest Medical Center.”

  7. Ditch the Puff How can this puffery claim be strengthened if writing copy for a new Jif TV commercial or print ad?

  8. Closing Thoughts • Marketing > A force to bring about good • Negative aspects of advertising hurt marketing profession • One study puts ethical ratings of ad pros ahead of only telemarketers and car salesmen

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