What is the social impact of brand communication?

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SOCIAL RESPONSIBILITY

WHAT ARE THE KEY DEBATES ABOUT IMPACT ON SOCIETY

• Can advertising create demand?
• Does advertising mirror social values or shape them?
• Does advertising cause people to be too materialistic
• Should some audiences be protected from advertising?

What are the key debates and issues about brand communication practices?

DOES BRAND COMMUNICATION FAIRLY AND ACCURATELY PORTRAY PEOPLE?

• Diversity and Stereotypes
• Cultural differences in global advertising
• Sex Appeals and Body Image
• Poor taste and offensive advertising

Is advertising honest and transparent?

MISLEADING CLAIMS

• Biggest criticism for being misleading=weight loss advertising
• In a study of 300 weight-loss ads, the Federal Trade Commission found that ads sometimes make exaggerated claims and that dieters need to be aware of these ads.
• Dietary supplements, meal replacements, patches, creams, wraps and other products.
• 40% of these ads made at least one representation that was false and 55% made a claim that was very likely false.

Puffery: advertising or other sales representations, which praise the item to be sold with subjective opinions, superlatives, or exaggerations, vaguely and generally, stating no specific facts

COMPARATIVE ADVERTISING

• Dunkin Donuts vs. Starbucks, Campbell's vs. Progresso
• Although perfectly legitimate to compare a marketer's product favorably against a competition, regulations govern the use of comparative advertising if it can be challenged as misleading
• A New York court granted Weight Watchers International a temporary restraining order against Jenny Craig, claiming that Jenny Craig's advertising made deceptive claims about its success rate.

ENDORSEMENTS AND DEMONSTRATIONS

• An endorsement or testimonial is any advertising message that consumers believe reflects the opinions, beliefs or experiences of an individual, group, or institution.
• Popular advertising strategy-prominence

What are some product-specific issues related to social responsibility?

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• Controversial Products
• Unhealthy or Dangerous Products
• Prescription Drugs