Ethics have always been an important aspect of every business activity, although the term has meant different things in different lands to different people. Nonetheless, as ethical concern is an inseparable element of business. Advertising cannot ignore them. Sadly, the advertisement industry has rarely cared to look beyond immediate marketing objectives.
Advertising any paid form of non-personnel presentation and promotion of idea, service, goods by identified sponsors. Advertising is an important part of marketing. It is directly related with our society and economy. As a result question about the standard of ethics and truth in advertising is raised. But there is no strong code of advertising in Bangladesh. Even there is confusion about advertising standard in our country. Now, more than 250 advertising agencies are working in our country.
Now we see advertising here and there, such as- stadium, public place, cultural program, cinema hall, hospital, stations, market, bus, fair, road, TV, radio, internet and so on.
Now, it is think thought that advertising cost is more than its production cost. From socio-economic view point it is thought that advertising damage our own cultures, such as wrong language use, different social representation, bad foreign culture, representation of high class society.
Advertising any paid form of non-personnel presentation and promotion of idea, service, goods by identified sponsors. Advertising is an important part of marketing. It is directly related with our society and economy. As a result question about the standard of ethics and truth in advertising is raised. But there is no strong code of advertising in Bangladesh. Even there is confusion about advertising standard in our country. Now, more than 250 advertising agencies are working in our country.
Now we see advertising here and there, such as- stadium, public place, cultural program, cinema hall, hospital, stations, market, bus, fair, road, TV, radio, internet and so on.
Now, it is think thought that advertising cost is more than its production cost. From socio-economic view point it is thought that advertising damage our own cultures, such as wrong language use, different social representation, bad foreign culture, representation of high class society.
Advertising Ethical Standard: A Study on Bangladesh
Some advertising is simply and deliberately untrue. The problem of truth in advertising is somewhat more subtle: it is not that advertising says what is explicitly false, but that it can distort the truth by implying things that are not so or withholding relevant facts. There are numerous such examples of advertising related to cosmetics, bathing soap, detergent soaps, health drinks etc. claiming brand supremacy over their competitor’s brand on debatable grounds. The characteristics of advertising in Bangladesh are shown in below from the ethical point of view.
1. Neglect our own culture:
At present in advertising our own culture are neglected. In our country’s TV channel we watch foreign advertising are telecasting frequently. For example, in previous time the model of Lux was Api Karim and Bipasha but now that position is replaced by Indian actress Katrina Kaif.
2. Foreign advertisement & model:
In recent time some foreign advertisement and model are using in TV channel of our country. Such as- SurfExcel, Close up, Lux, Pepsodent, Lifebuoy, Rexona, Complan, Veet hair remover cream, Slice mango juice etc. are only changing the language and publish.
3. Advertisement publish like news or rumor:
Sometimes advertising publishes like news or rumor. Such as- some days ago an advertisement of Banglalink are published in daily newspaper “Manabjamin”. There written that the family member and friends of Joya Ahsan could not find her. One day later another advertisement publishes in newspaper where she said forgive me with joining of the hands in entreaty. This does not follow the standard of ethics and truth of advertising.
4. Fake survey:
Sometime we notice that fake survey is published in advertising. In Horlicks advertisement they shown that, they run a survey on school children, they serve Horlicks to some students and other students normal milk. After two years they notice that the boys who use Horlicks they are stronger, taller and sharper than others. We watch same type of advertisement in case of Lifebuoy soap.
5. Direct expression of secret diseases:
Sometimes we see the advertisement of different Herbal medicine that they provide guaranty that the diseases will be fine in an hour or two. Kolikata Harbal, Modern Homeo, Madraz Homeopathic etc. publish this type of advertisements. We watch this type of advertisement in bus, leaflet, wall and different places. But it is the violation of truth and they are cheating the people.
6. Beauty is power:
The advertising of Ponds face wash shows that by using this product your face will be clean but it does not show the side effect of this product. Because by using this in dry face or who has allergic problem he will be affected. On the other hand, If a black man of Africa use this type of cream he/she has no possibility to clean. In this case this commercial advertising does not follow the standard of ethics and truth.
7. Enhancement of vulgarity:
Sometimes we watch that some vulgar advertisements are publishing in various channels. We watch that in the advertisement of Slice. In it one drop Slice mango juice dropped on Katrina’s lip. That is the symbol of vulgarity. That hampers our culture.
8. Wrong learning:
Some chewing-gum company such as Bubble gum has made advertising in an attractive way that influences the children to use this. But they are not awaking the parents of those children that by consuming this they will face some dental problem.
9. Bad timing of advertisement:
The advertisement of some social activity such as the Condom is not circulated in a proper way and time. If this advertisement showed in TV when children watch program then it will create a bad impact on them. Even the appeal and scene of this advertisement is not adaptive with our culture.
10. Hide harmful side of product:
The advertisement of Cigarette Company Such As Gold Leaf does not show in their advertising that someone is smoking. Through this they are paying their respect to the society. They also provide warning in the products body that cigarette is injurious to health. Many people asked several time that why company produce such dangerous product. But it is also true that there is a huge demand for this type of product and it is the company’s responsibility to provide warning about the using of product.
11. Show the use of product:
The advertisement of baby food such as Nestle they show which product is appropriate for what age’s children. They also show the way of feeding this product and how mother will prepare this type of product.
12. Increase awareness of people:
Advertisement of Wheel powder shows that their detergent powder does harmful effect of using normal detergent powder. It is also there social responsibility.
13. Presentation of product in an effective way:
The advertisement of sanitary napkin of Senora uses the blue water instead of real one to show the effectiveness of their product. Someone ask that this is the violation of truthfulness. Although this is the violation of truth but it is ethical because it is related with the prestige of the user and odd to watch.
From the light of above discussion we can say that, in the context of Bangladesh ethics and truthfulness of advertisement is very low. Because only some advertisement are maintain the ethics and truthfulness. If we ensure the ethics and truthfulness of advertising in our country that will be very effective for our people.
1. Neglect our own culture:
At present in advertising our own culture are neglected. In our country’s TV channel we watch foreign advertising are telecasting frequently. For example, in previous time the model of Lux was Api Karim and Bipasha but now that position is replaced by Indian actress Katrina Kaif.
2. Foreign advertisement & model:
In recent time some foreign advertisement and model are using in TV channel of our country. Such as- SurfExcel, Close up, Lux, Pepsodent, Lifebuoy, Rexona, Complan, Veet hair remover cream, Slice mango juice etc. are only changing the language and publish.
3. Advertisement publish like news or rumor:
Sometimes advertising publishes like news or rumor. Such as- some days ago an advertisement of Banglalink are published in daily newspaper “Manabjamin”. There written that the family member and friends of Joya Ahsan could not find her. One day later another advertisement publishes in newspaper where she said forgive me with joining of the hands in entreaty. This does not follow the standard of ethics and truth of advertising.
4. Fake survey:
Sometime we notice that fake survey is published in advertising. In Horlicks advertisement they shown that, they run a survey on school children, they serve Horlicks to some students and other students normal milk. After two years they notice that the boys who use Horlicks they are stronger, taller and sharper than others. We watch same type of advertisement in case of Lifebuoy soap.
5. Direct expression of secret diseases:
Sometimes we see the advertisement of different Herbal medicine that they provide guaranty that the diseases will be fine in an hour or two. Kolikata Harbal, Modern Homeo, Madraz Homeopathic etc. publish this type of advertisements. We watch this type of advertisement in bus, leaflet, wall and different places. But it is the violation of truth and they are cheating the people.
6. Beauty is power:
The advertising of Ponds face wash shows that by using this product your face will be clean but it does not show the side effect of this product. Because by using this in dry face or who has allergic problem he will be affected. On the other hand, If a black man of Africa use this type of cream he/she has no possibility to clean. In this case this commercial advertising does not follow the standard of ethics and truth.
7. Enhancement of vulgarity:
Sometimes we watch that some vulgar advertisements are publishing in various channels. We watch that in the advertisement of Slice. In it one drop Slice mango juice dropped on Katrina’s lip. That is the symbol of vulgarity. That hampers our culture.
8. Wrong learning:
Some chewing-gum company such as Bubble gum has made advertising in an attractive way that influences the children to use this. But they are not awaking the parents of those children that by consuming this they will face some dental problem.
9. Bad timing of advertisement:
The advertisement of some social activity such as the Condom is not circulated in a proper way and time. If this advertisement showed in TV when children watch program then it will create a bad impact on them. Even the appeal and scene of this advertisement is not adaptive with our culture.
10. Hide harmful side of product:
The advertisement of Cigarette Company Such As Gold Leaf does not show in their advertising that someone is smoking. Through this they are paying their respect to the society. They also provide warning in the products body that cigarette is injurious to health. Many people asked several time that why company produce such dangerous product. But it is also true that there is a huge demand for this type of product and it is the company’s responsibility to provide warning about the using of product.
11. Show the use of product:
The advertisement of baby food such as Nestle they show which product is appropriate for what age’s children. They also show the way of feeding this product and how mother will prepare this type of product.
12. Increase awareness of people:
Advertisement of Wheel powder shows that their detergent powder does harmful effect of using normal detergent powder. It is also there social responsibility.
13. Presentation of product in an effective way:
The advertisement of sanitary napkin of Senora uses the blue water instead of real one to show the effectiveness of their product. Someone ask that this is the violation of truthfulness. Although this is the violation of truth but it is ethical because it is related with the prestige of the user and odd to watch.
From the light of above discussion we can say that, in the context of Bangladesh ethics and truthfulness of advertisement is very low. Because only some advertisement are maintain the ethics and truthfulness. If we ensure the ethics and truthfulness of advertising in our country that will be very effective for our people.
