Advertising Agency Government's Role in Advertising Regulation Essay

Excerpt from Essay :

Advertising Agency

Government's Role in Advertising Regulation

History of attitudes towards advertising

Changing attitudes

Government's authority

Taste and decency

The advertising is a major contributor and visual segment of the complete marketing strategy of a business. It is also noted as one of the image carrier for an organization. The businesses seek support of advertising agenciesdealing in print and electronic media to establish an advertising campaign along with the design of such activities to further their marketing objectives (Shimp, 2013). There are various environmental factors as well as regulations that should be followed by the advertising agencies. The governments also take part in evaluation of the content printed in advertisements. The role of government in regulating the advertising material and assessment of the content is discussed below. It is required that the governments lower their involvement in such activities and empower the self-regulation of advertisement content through agencies, associations. And above all the target audience.

History of attitudes towards advertising:

According to Chryssides, and Kaler (1993) the attitude towards advertisement reflected the traditional mind set of communities under the influence of religious leaders. These leaders propagated that the advertisement is related to the stereotype that convinced the Protestant community to challenge the doctrine that suggested saving money. Advertisement was also disliked for creating a consumption oriented approach through seducing the youth and aged targets to spend on the joys of the world. The believers were also opposed to the fact that mass advertisement is creating a way forward for mass consumption and augmented sales.

Advertising is also criticized for its ability to persuade masses in increasing their spending to obtain the materials. The argument for supporting such beliefs rests on the issues that there is major portion of pollution that cannot afford to buy these products as a result to recession and other unemployment issues. Therefore it is unethical for the advertisers to attract the public spending. The counter argument in favour of advertising is based on the market principles that highlight that the advertisement can pave a way forward for the marginalized communities to seek a batter life style and it is also helpful in narrowing the gap between poor and the rich communities. It is also argued that the advertising creates a room for mass production and a result the ignored communities can also benefit from the jobs creation in the industry (Chryssides et al., 1993).

Changing attitudes:

The advertisers are also keen to follow the social and business trends. There are various qualitative and quantitative studies that are performed to gauge the consumer response. These studies help the advertisers to identify the changes in the consumer trends and buying preferences. These preferences and trends are used by the professionals to develop various advertisements highlighting the significance of the related product or services features. The advertising campaigns are designed around the notable features of the target audience including age, gender, economic, and demographic information (De Fleur, & Dennis, 2002).

The research De Fluer et al. (2002) also elaborates that the organizations investing in the advertisement campaigns are keen to assess the results of their campaign in terms of achieving their objectives. The effectiveness of the advertisements and assessments of results are also be sought by the clients. The effectiveness of advertising campaigns includes the design of advertisements, message clarity, and usage of vivid and related images as well as the timings and frequency of repeating is important in advertising. The advertisement agencies are required to demonstrate the content and its accuracy prior to its release in the market.

The marketing and advertisement research is based on the collected data and available tools for conveying the message across a large number of target audiences. The effectiveness of an advertisement is dependent on multiple components and variables. Some of the variables are dependent on the external environment and might result into not producing the desired results. There are two distinct schools of through in defining the effectiveness and relationship of advertisement and actual achievement of results. However the decision makers of these advertisement campaigns have power to decide and invest in the marketing campaigns.

The advertisements are also considered as portraying images of various icons through which the target audience are encouraged to identify these images with their particular products. The luxuryproducts including fashion clothing, cars, and music are commodities that are advertised to gain popularity in the market. The advertisers swiftly capture these images and highlight them as associated with the products and a symbol of status for the target audience. The creation of a symbol and image in the minds of target audience is also achieved through creating and repeating these images in the form of print and electronic advertisements.

The work of Smith (2006) is particular in highlighting the key player's views about different aspects of advertisement. The use of visual images in advertisements and their ethical grounds on which they appeal to the consumers is also questioned in the study. The ethics of visible questions the difference between two states. The real physical matter and the performing body, furthermore it also highlights the embodied physic experience. The performance studies are also particular in finding the ethics for visible elements.

Government's authority:

The governments and authorities implement a large number of laws, regulations, and ethical code of conduct on print and electronic media. The requirements for such regulations also include the decency and taste of the advertisements and their content. The United Kingdom and EU member states are also using directives for broadcasting regulations. The licenced or independent TV channels are regulated through ICT which is formed under the Broadcasting Act 1990. The act powers of the act provide authority for the government agencies to review and control the content of advertising.

It is observed that the ICT code is applicable for all TV channels concerning the advertisement commercials. The code is administrated by the Broadcasting Advertisement Clarence Centre. The sponsors of the programs are also subject to the Code of Programme Sponsorship. The standard practice of sponsorship for a program is controlled as well as the methods through which the sponsorship is not allowed. The code also identifies the particular circumstances in which it is prohibitedto sponsor the programs. The TV channels have to abide by the regulations as a policy to continue with their licence. It is also regarded as a part of the terms and conditions of their license to comply with the regulations.

The codes and regulations controlling the content of advertisements also apply to the newspapers, magazines, broachers, leaflets, fax transmissions, and catalogues along with the literature. The posters and other promotional materials present in the public places are also covered under the code. The advertisement in non-commercial electronic media is also controlled through the authorities. The marketing database and services providers of such databases should also comply with the code. The sales promotions, advertisement promotions, and advertisement promotions covered by the Cigarette Code are also relevant for control by the government.

The national advertising review board is also a significant example of the self-regulatorybody to govern the issues related to advertisement content, its taste and decency is also observed in the national advertising division. The better business bureau is also an example of the organization under the national advertisingdivision. Advertising agencies and media organizations are also examples of the bodies that can independently handle the issues related to content and decency of adverts. The consumers are also significant in evaluation of the content and can identify the offensive and low taste advertisement (O'guinn, Allen, & Semenik, 2011).

In the presence of multi-cultural advertisement targets also has an ethical perspective related to the race and political issues. The professional interests and their presence in such a competitive world of advertisements make it impossible for the political forces to think about the actual impact of advertisements. The strength and depth of the idea for advertisement requires a philosophical, ontological, ethics, and aesthetics of the visuals. The ethical content can also be visually strong and aesthetically well targeted to deliver the required message across the target audience.

The advertisement in United Sates is particular in defining a fine line between the migrants and the local communities established a boundary for its target audience. The invitation to watch and consume the images is also associated with the amusement, pleasure, and satisfaction. The major advertisers consider themselves as responsible for not using any meticulous images that can initiate a social or cultural unacceptabilityamong the target market as well as the community at large. The difference between using white and non-white people in advertisements are used out of the context and their own experiences. The advertisers try not to exclude a large population of people with different colour or culture. However at times it not only takes place but the political and socio-cultural impact of these advertisements is also bared by societies (Stoltz, 2012).

Taste and decency:

The taste and decency of the content in the advertisement is dependent on various factors including the internal and external…

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