THE INFLUENCE AND TECHNIQUES OF MODERN ADVERTISING: ETHICS AND RESPONSIBILITIES

Abstract

Today advertising, like other forms of mass communication, affects our social and economic life immensely. Our world is incomplete without ads. Where the ads are boon, it may be, at the same time bane for the society if ethics of dissemination of information are not taken into consideration. Research has shown that ads containing unethical contents may lead to a great disorders and disturbances in the society. The beauty of life always seems within the limits of some ethical boundaries. It is an era of cut-throat competition among national as well as multi-national companies to promote business and increase sales. They to serve the same purpose make effective and attractive advertisements while crossing ethical limitations. Therearesomr baseless and false claims in the ads of Shampoos,detergents,Tea,Washinf powders, Wieght loss medicines and Bleaching creames. This unethical representation is creating disorders among the members of the society. The ethical dimension of advertising as benefactor tyrant in relation to the mass media has been seen relatively pervasive. In struggling to overcome the moral crises, we do need help from all quarters. Business organizations, professional societies and advertising associations will have to establish stricter codes and ensure their enforcement. Public officials will need to use more imagination in an encouraging behavior. Like any other complex institutions, advertising also has certain fundamental codes of ethics and commonly accepted norms and values for the dissemination of information. Any representation and practice of ads void of business ethics may lead to disruption, chaos and misunderstanding between producers, distributor, advertisers and consumers. The paper, in hand, tries to point out these practices of Modern Advertising which is prevalent in the society.