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It
is concerned with questions of what ought to be done, not just with what legally must be done
(Cunningham).
PERSUASIVE ADVERTISING aims to create a need for the product or service. Because it is chiefly
directed to feelings and the unconscious motivations of the consumer, persuasive advertising tends to be
emotional. It is what advertisers refer to as hard sell or subliminal ads.
A GOOD ADVERTISING recognizes both its economic and social responsibility to help reduce
distribution cost and to serve the public interest.
A GOOD ADVERTISING depends its success on public confidence. Hence, it cannot permit those
practices that tend to impair such confidence.
A GOOD ADVERTISING aims to inform the consumer and help him buy intelligently.
A GOOD ADVERTISING tells the truth. It is accurate, honest and trustworthy. It avoids
exaggerations, misstatement of facts, as well as possible deception through implication or
omission.
A GOOD ADVERTISING seeks public acceptance.
A GOOD ADVERTISING conforms not only to the law but to the generally accepted standards of
good taste and decency and to the moral and aesthetic sentiments of the country.
A GGOD ADVERTISING does not allow any activity that involves the exploitation of goodwill
attached to any other firm, product or service.
A GOOD ADVERTISING helps to uphold the dignity of the individual and contributes to the building
of a civilized society.