How Corporates Can Have A Good Advertising? (A Review Of Ethics & Crs In Advertising)
Author(s)
Abbas Dadras , Seyed Naser Zahiri , Ali Memari , Zeinab Shahi ,
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Abstract
Prior to establishment of the CPPO (Consumers and Producers Protection Organization) in Iran, consumers had no protection against the claims of advertisers. Advertising in its simplest form means “public announcement”. Just as the media of social communication themselves have enormous influence everywhere, so advertising, using media as its vehicle, is a pervasive, powerful force shaping attitudes and behavior in today's world.
Nowadays, ads are more exaggerated and a lot of puffing is used. It seems like the advertisers lack knowledge of ethical norms and principles. They just don’t understand and are unable to decide what is correct and what is wrong. The main area of interest for advertisers is to increase their sales, gain more and more customers, and increase the demand for the product by presenting a well decorated, puffed and colorful ad. They claim that their product is the best, having unique qualities than the competitors, more cost effective, and more beneficial. But most of these ads are found to be false, misleading customers and unethical.
In other hand, over the past two decades there has been increased interest in corporate responsibility (CSR) and its relation to advertising. Although advertising has played a key role in bringing corporate social responsibility (CSR) to the public agenda on behalf of agency clients, little effort has been made to define what social responsibility means in advertising.Our reason for addressing these matters is simple. In today's society, advertising has a profound impact on how people understand life, the world and themselves, especially in regard to their values and their ways of choosing and behaving. For these reasons, advertisers need to be more aware of corporates social responsibility, in addition to observing ethical issues and norms.a
Keywords
Corporate Social Responsibility, Ethics, Advertising, Norms
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