Topic outline

  • Identify Potential Ethics Breaches in Advertising

    Prev Next

    • Task

      Discuss potential ethics breaches in advertising.

      Learning Outcomes

      After completing this task, you will be able to

      • Apply the ANAA code of ethics to advertisements

      Notes:

      As an advertiser, producing advertising that meets community standards for what is appropriate to communicate in a public setting is extremely important to ensure that your advert can be shown in a public place. The ANAA code of ethics is an excellent guide, as is familiarising yourself with the types of complaints that are presented to the Advertising Standards Board (ASB).

      This exercise provides a hands on experience in reviewing an ad that has received complaints and the outcome of the ASB’s deliberations.

      The copyright of the advertisements reproduced as part of this task is owned by the relevant advertiser or their agency and is used under licence by the Advertising Standards Bureau.

      Due

      End of Week 1.

      Suggested Procedure

      1. Look at the following ads

              Cricks Volkswagen

              RSVP


              Honey Birdette

              Anytime Fitness

              Vodka Cruiser


      1. Select two of the ads and read the linked ASB draft case reports. As you read, consider whether the content of each ad breaches the ANAA code of ethics.
      1. Compose a discussion posting in which you take a position on whether there has been an ethics breach for each ad reviewed. Note: There is no right or wrong. As a hypothetical member of “the Board”, you are not just representing your own views, but reflecting the standards/opinions/views of the broader community.
        • Identify which sections of the code are/aren’t breached. Consider questions like the following to help justify your answer:
            • Does the ad portray people or depict material in a way that discriminates against or vilifies a person or section of the community?
            • Does the ad employ sexual appeal in a manner that is exploitative and degrading?
            • Does the ad portray violence that is not justifiable in the context of the product or service advertised?
            • Does the ad treat sex, sexuality or nudity with sensitivity to the relevant audience?
            • Does the ad use language that is not appropriate in the circumstance?
            • Is the language strong or obscene?
            • Does the ad depict material that is contrary to Prevailing Community Standards on health and safety?
            • Do you think the Advertising Standards Board would have upheld the complaints (and removed the ad from public view) or dismissed them?
      2. Post your response to the forum for Learning Task 1.6
      3. After posting, see what your peers had to say. Did they generally identify the same breaches (or not) that you did?
      4. After everyone has posted the teaching team will provide access to the determinations made by the ASB as well as how many complaints each ad received.
      5. Read the case reports pertinent to the cases you chose. Did the outcomes match your predictions?
      6. Post a reply to your own posting that considers the reasons behind the differences (if any).

    Prev Next