New User Special Price Expires in

Let's log you in.

Sign in with Facebook


Don't have a StudySoup account? Create one here!


Create a StudySoup account

Be part of our community, it's free to join!

Sign up with Facebook


Create your account
By creating an account you agree to StudySoup's terms and conditions and privacy policy

Already have a StudySoup account? Login here

Advertising and Copyrighting Ethics

by: Rebel_Athlete

Advertising and Copyrighting Ethics Jour 374

Marketplace > University of Nevada - Las Vegas > Journalism > Jour 374 > Advertising and Copyrighting Ethics

GPA 3.2

Preview These Notes for FREE

Get a free preview of these Notes, just enter your email below.

Unlock Preview
Unlock Preview

Preview these materials now for free

Why put in your email? Get access to more of this material and other relevant free materials for your school

View Preview

About this Document

Ethics is a very important part of Advertising. It is vital that proper measures are taken when it comes to children, seniors and members of minority groups. This week’s notes talks about the ethic...
Advertising Copywriting
Maria Marinch
Class Notes
journalism, Advertising, Copyrighting, ethics
25 ?




Popular in Advertising Copywriting

Popular in Journalism

This 7 page Class Notes was uploaded by Rebel_Athlete on Sunday September 18, 2016. The Class Notes belongs to Jour 374 at University of Nevada - Las Vegas taught by Maria Marinch in Fall 2016. Since its upload, it has received 19 views. For similar materials see Advertising Copywriting in Journalism at University of Nevada - Las Vegas.


Reviews for Advertising and Copyrighting Ethics


Report this Material


What is Karma?


Karma is the currency of StudySoup.

You can buy or earn more Karma at anytime and redeem it for class notes, study guides, flashcards, and more!

Date Created: 09/18/16
Sunday, September 18, y Jour 374 Advertising and Copywriting SUMMARY Ethics is a very important part of Advertising. It is vital that proper measures are taken when it  comes to children, seniors and members of minority groups. This week’s notes talks about the  ethical challenges that advertisers go through as well as what steps they need to take in order  to be ethical when advertising a product. Along with the company’s code of ethics should come  your own code to lead you to advertising products in the right way. It is important to listen to  your own code of ethics to make sure that you don’t do something scrupulous that your  company may approve of. Claims that a product makes must be substantiated with actual  evidence on paper in order to escape fraud. Copyrights are also important to watch out for  because it is very easy to think something isn’t copyrighted when it actually is. Even though  something says it is free it doesn’t necessarily mean that it is. It is important to check out the  source and that should tell you if something is copyrighted or not. Ethical Challenges Within ­ Diversity of Teams ­ Typecasting ­ when an agency gets labeled as an agency that represents only certain focuses  like sports agencies. It is basically stereotyping but for agencies and companies  when it comes to advertising.  ­ personal values and boundaries ­ It is actually impossible to leave personal values and boundaries at the door. No  matter what you do your values and beliefs will always drive you when making  advertisements.  ­ target marketing—stereotyping ­ preconceived notion of a certain type of people and letting it affect the way people  look at that group. ­ gender stereotyping is a huge problem, especially with women.  ­ social paradigms  1 Sunday, September 18, y ­ something that society believes in. For example back in the day women would  always stay at home so products would target specifically to those women like  cleaning products.  ­ The ‘Big brother’ approach ­ protection of vulnerable groups that include children and seniors.  ­ ways to market to children include: ­ using media and messages that are age appropriate  ­ consider if content is detrimental to children ­ honestly acknowledge your role in creating and/or maintaining stereotypes ­ honor the concerns of parents and professionals especially when it comes to  younger children. Advertising in Action—Marketing Code of Ethics ­ Be informed of the industry and professional standards and codes of conduct. ­ American Marketing Association ­ Ethical norms ­ do not harm ­ Be mindful in protecting others opinions and feelings. Make sure that as an  advertiser you put yourself in other peoples’ shoes.  ­ foster trust in the marketing system ­ It is common for consumers to not trust what advertisers say about their  product. This is partly due to the fact that many people have had bad  experiences when it comes to trying out a product that didn’t have the qualities that they advertiser said it would. ­ embrace ethical values 2 Sunday, September 18, y ­ Just as journalists must remain ethical, so do advertisers. The advertiser in a  sense controls what the public desires and needs. Through advertising an  advertiser persuades and leads their public into thinking one thing or another.  This is why the advertiser must be ethical because they are responsible for  what they put out as well as what it does to their consumers. ­ Ethical values ­ honesty ­ responsibility  ­ fairness ­ respect ­ transparency—be clear about what your product entails. Don’t make it confusing  for you general public to understand your campaign. ­ citizenship American Association of Advertising Agencies ­ According to the American Association of Advertising Agencies, we as advertisers  are members of this organization and we will not knowingly create advertising that  contains: 1. false or misleading statements or exaggerations, visual or verbal. 2. testimonials that do not reflection the real option of the individuals involved. 3. Price claims that are misleading. 4. claims insufficiently supports or that history the true meaning or practical  application of statements made by professional or scientific authority.  5. statements, suggestions or pictures offense to public decency or minority  segments of the population. ­ The Advertising industry seeks people with high ethical standards that pushes back  the status quo. 3 Sunday, September 18, y ­ Corporate and Social Responsibility ­ Pro bono work ­ This is work that is professionally undertaken and done without any payment.  Basically work that is done voluntarily.  ­ raising awareness of social issues ­ Ad Council ­ This council produces, distributes and promotes campaigns that improve  everyday lives. They talk about public issues. Personal Code ­ When it comes to ethics, it really comes down to the individual advertiser. Ask yourself these  questions because sometimes your ethical guidelines won’t line up with your boss. Make sure that with any advertising that you do, you do so under your code of ethics. ­ What is your personal moral code? ­ Are you conforming to your company’s guidelines? ­ Are you confirming to your client’s guidelines? ­ Are you conforming to your industry guidelines? ­ Are you aware of local, state, and federal regulations? ­ Can you risk negative reaction from media and potential customers? ­ Are you aware of local, state, and federal regulations? Legal Issues ­ There are challenges due to new media and digital marketing available to advertisers. ­ Claims of fact are viewed very seriously under the law. Don't say it is a fact unless  you have documentation that it is. ­ Commercial free speech is protected under the First Amendment ­ Government can regulate advertising illegal products and products whose  manufacture is regulated. ­ Prostitution and street drugs 4 Sunday, September 18, y ­ Prescription drugs, tobacco and some food products ­ Political advertising  ­ PACS are now legally considered ‘people’. Puffery ­ courts assume consumers are bound to know it is just an exaggeration. ­ They can be used even if they are a lie unless someone can prove the claim was meant to be a fact. ­ “always the low price, always”—“low prices. always Wal­Mart.” ­ Wal­Mart had to change their slogan because people did not consider this to be puffery. Consumers believed that Wal­Mart always had the lowest price  possible when in reality they're competitive just like every other brand. Lifestyle Claims ­ These indicate that the product improves the quality of life for the consumer. ­ These claims can be direct or implied ­ Addressing wants and needs of the consumer ­ False and Deceptive advertising ­ Misleading and inaccurate data Substantiation  ­ You must be able to prove your claim! ­ important for doing product comparative or exclusive claims.  ­ need to obtain substantiation before advertising Fraud ­ Counterfeit goods—knockoffs 5 Sunday, September 18, y ­ Bait and Switch advertising—advertising a lower pice for a product when in  actuality it is not available with the intent to sell the consumer a more expensive  product. ­ MUST say limited supplies and basically put disclaimers. Copyrights  ­ This is the exclusive right granted to authors, artists, and composers to protect  their original work from being plagiarized, sold, or used without their permission. ­ The legal protection is extended to the work without the need to register it with  the US Copyright Office. This work must be registered before a copyright owner  can file for infringement.  ­ You can’t copyright an idea unfortunately, the work must be produced or  published.  ­ They remain protected for the lifetime of its creator plus 70 years. ­ If the work is created anonymously under a pseudonym or as a work for hire it is  protected for 95 years from the first date of publication or 120 years from the  date of its creation whichever ends up being less.  ­ existing copyright laws extend to the Internet. ­ WORK FOR HIRE ­ the creators of a work sign their rights to a given work away to an employer. ­ employees are just producing work for hire since they are owned by the  employer.  ­ FAIR USE ­ an exception to copyright. this includes work in news reporting, teaching,  scholarship, and research.  ­ For profit vs. not for profit reproduction.  ­ COPYRIGHTS, KEEP IN MIND ­ USE OF ARCHIVE PHOTOS 6 Sunday, September 18, y ­ JUST BECAUSE IT SAYS ITS FREE IT DOESN’T MEAN THAT IT  ACTUALLY IS. IT IS IMPORTANT TO JUST LOOK FOR THE SOURCE  TO MAKE SURE. ­ PHOTOGRAPHY FOR HIRE ­ VOICE TALENT ­ MUSIC ­ DIGITAL COPYRIGHTS ­ USE OF CELEBRITIES  ­ THEY ARE CONSIDERED BRANDS Libel ­ A false or misleading statement that was communicated in a way that causes harm to a person’s reputation. ­ The libeled person must be identified or identifiable, there must be no unreasonable  doubt that the person is being portrayed in an unflattering way. ­ Actual injury or financial loss MUST happen. There must be proof.  ­ The person accused of libel is proved to be willfully negligent or to have malicious  intent.  Trademarks ­ Most slogans and tagline are considered protected by the ’T’ or the ‘R’ which mean  that the brand or slogan is registered with the federal government.  ­ In order to get trademark to work unique spelling will be needed to increase the  registration success.  7


Buy Material

Are you sure you want to buy this material for

25 Karma

Buy Material

BOOM! Enjoy Your Free Notes!

We've added these Notes to your profile, click here to view them now.


You're already Subscribed!

Looks like you've already subscribed to StudySoup, you won't need to purchase another subscription to get this material. To access this material simply click 'View Full Document'

Why people love StudySoup

Jim McGreen Ohio University

"Knowing I can count on the Elite Notetaker in my class allows me to focus on what the professor is saying instead of just scribbling notes the whole time and falling behind."

Jennifer McGill UCSF Med School

"Selling my MCAT study guides and notes has been a great source of side revenue while I'm in school. Some months I'm making over $500! Plus, it makes me happy knowing that I'm helping future med students with their MCAT."

Bentley McCaw University of Florida

"I was shooting for a perfect 4.0 GPA this semester. Having StudySoup as a study aid was critical to helping me achieve my goal...and I nailed it!"


"Their 'Elite Notetakers' are making over $1,200/month in sales by creating high quality content that helps their classmates in a time of need."

Become an Elite Notetaker and start selling your notes online!

Refund Policy


All subscriptions to StudySoup are paid in full at the time of subscribing. To change your credit card information or to cancel your subscription, go to "Edit Settings". All credit card information will be available there. If you should decide to cancel your subscription, it will continue to be valid until the next payment period, as all payments for the current period were made in advance. For special circumstances, please email


StudySoup has more than 1 million course-specific study resources to help students study smarter. If you’re having trouble finding what you’re looking for, our customer support team can help you find what you need! Feel free to contact them here:

Recurring Subscriptions: If you have canceled your recurring subscription on the day of renewal and have not downloaded any documents, you may request a refund by submitting an email to

Satisfaction Guarantee: If you’re not satisfied with your subscription, you can contact us for further help. Contact must be made within 3 business days of your subscription purchase and your refund request will be subject for review.

Please Note: Refunds can never be provided more than 30 days after the initial purchase date regardless of your activity on the site.