ADVERTISING

What is the role of advertising?

In my opinion advertising play an important role to create the image of the brand. Through advertisement, the brand generates its structure and content. And advertisement is needed for maintenance of the brand. When you look at the statistics you can see a clear difference between the products which has a good advertisement and bad advertisement or not advertised. People would like to see the advertisements if they want to buy a product because in general people think that the most advertised product is the best one, because every body knows that to make advertisement needs money and good brands have enough money to do good advertisement.

The ethics of advertisement

I think for a company trying to sell something (advertisement) is like communicating millions of people at once. The advertisement aims to make a good impression but different people react differently.

In my opinion for an ad it is so ridiculous to use a woman as a subject to sell the product. Women are used as objects in many advertisement. Instead of using a woman they must give information about product. This may be some illustrations which shows how to or where to use the product. Using graphics is more impressive than using images which shows a women holding that product.

While I was researching about ethics of ads I found a good paragraph. This is a sight of a client. This is totally wrong advertisement..

"Condoms I assume these are not unfamiliar to you. Should they be advertised? Most networks won't accept condom ads because they might offend certain audiences. Even where condom ads are okay, there are ethical choices to make about what kind of product demonstration is appropriate. And in what context? One example of context is that people in condom ads usually wear wedding rings. Because even though the biggest market probably lies outside the Marital Bed, the truth about where all those condoms are really going raises some touchy issues. If you were the Creative Director on the Trojans account, is that an ethical issue? Do you show the real truth and take the consequences?"
This ad of ikea is rejected..

Nowadays not only married people use condoms, but the ads uses only married people to publish their ads.

Another subject, alcohol and tobacco ads. Ronald Reagan once appeared in ads touting the health benefits of a cigarette brand.
But now time changed, it is still legal but potentially lethal and it is written on the box that it kills people.

Alcohol ads,
There are hundreds of beer commercials on the air, but not one of them shows somebody actually drinking the beer. Does that make them more ethical?? This is like the condom ads.If they show the true image, the network wont accept the advertisement.
Some alcohol ads that are rejected,
Target group: AB+ urban 21 to 45 year old European. Men and Women. Campaign objectives: Absolut continues to reinvent its message - ever changing but never changing, simply the most eloquent, witty, perhaps ultimate vodka. Reason for rejection: Who knows? Agency: BBDP@TBWA Client: The Absolut Company

Ad:
An ad for Bishops Finger Kentish Ale that appeared in Time Out featured an image of a woman in a low-cut mediaeval costume sitting provocatively on a bale of hay. Headline text stated "I love a good session on the Bishops Finger". In the bottom right corner of the ad, text below an image of a bottle of Bishops Finger Kentish Ale stated "At 5.4% its near the knuckle".

Issue:
1. The complainant thought the image and text were offensive to women.

The Authority challenged:

2. whether the headline text "I love a good session on the Bishops Finger" encouraged excessive drinking,

3. whether the image and text linked alcohol and sexual activity and

4. whether the text "At 5.4% its near the knuckle" implied that the drink was preferred because of its high alcohol content.


These spoof adverts for Absolut vodka were created by the Canadian-based political activist group, The Media Foundation, for their magazine, Adbusters.

TBWA's Absolut campaign, which these images parody, began in 1980 and, since then, has generated over 1,400 individual adverts, all of which feature the same basic formula of a picture of an Absolut bottle and a tagline beginning "Absolut...".

Good and bad advertising
As you see on the top they are banned and really bad advertisements. First thing that ad makers have to think is children. The good ad doesnt contain erotizm to interest people. The second thing is not to fool people. If they put pictures about the product, the pictures must show the real function of the product..


These are great ads with strong images and colors in my opinion..DYRUP paints color palette.

Some ads that i like;


Advertising Agency: Dentsu Malaysia
Executive Creative Director: SP Lee
Creative Group Head / Art Director: kc aui
Creative Group Head / Copywriter: Chan Woei Hern
Art Directors: Nikki Chong, Norman Tang
Copywriter: Janet Lam




Advertising Agency: Saatchi & Saatchi, Prague, Czech Republic
Creative Director / Art Director: Jakub Hanzlicek
Copywriter: Lukas Hvozdecky
Published: February 2008




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Advertising Agency: Saatchi & Saatchi Malaysia
Executive Creative Directors: Adrian Miller, Edmund Choe
Art Director: Hor Yew Pong
Copywriter: Primus Nair