Paragraph
1 1 | 1. The importance of advertising is "steadily on the increase
2 1 | influence everywhere, so advertising, using media as its vehicle,
3 1 | of media, the subject of advertising is discussed.5 Now, prompted
4 1 | increasing importance of advertising and by requests for a more
5 1 | positive contributions that advertising can and does make; to note
6 1 | and moral problems that advertising can and does raise; to point
7 1 | professionally involved in advertising, as well as for others in
8 1 | simple. In today's society, advertising has a profound impact on
9 2 | 2. The field of advertising is extremely broad and diverse.
10 2 | response. As that suggests, advertising has two basic purposes:
11 2 | simultaneously present.~Advertising is not the same as marketing (
12 2 | by one or both of these.~Advertising can be very simple — a local,
13 2 | audience, so that, for example, advertising aimed at children raises
14 2 | different from those raised by advertising aimed at competent adults.~
15 2 | and techniques employed in advertising; advertising itself is of
16 2 | employed in advertising; advertising itself is of several different
17 2 | different kinds: commercial advertising for products and services;
18 2 | services; public service advertising on behalf of various institutions,
19 2 | importance today — political advertising in the interests of parties
20 2 | different kinds and methods of advertising, we intend what follows
21 3 | with the assertion that advertising simply mirrors the attitudes
22 3 | surrounding culture. No doubt advertising, like the media of social
23 3 | the lie to the notion that advertising does no more than reflect
24 3 | example, the absence from advertising of certain racial and ethnic
25 3 | impression in commercial advertising that an abundance of possessions
26 3 | misleading and frustrating.~Advertising also has an indirect but
27 3 | broadcasting operations depend on advertising revenue for survival. This
28 [Title]| II~THE BENEFITS OF ADVERTISING~
29 4 | resources are devoted to advertising. Advertising is everywhere
30 4 | devoted to advertising. Advertising is everywhere in today's
31 4 | escape the influence of advertising."6 Even people who are not
32 4 | exposed to particular forms of advertising confront a society, a culture —
33 4 | affected for good or ill by advertising messages and techniques
34 4 | negative terms. They condemn advertising as a waste of time, talent
35 4 | this view, not only does advertising have no value of its own,
36 4 | criticisms of our own. But advertising also has significant potential
37 [Title]| a) Economic Benefits of Advertising~
38 5 | 5. Advertising can play an important role
39 5 | kind.7~In such a system, advertising can be a useful tool for
40 5 | point of view she encourages advertising, which can become a wholesome
41 5 | reciprocal help among men."8~Advertising does this, among other ways,
42 [Title]| b) Benefits of Political Advertising~
43 6 | appropriate."9~Political advertising can make a contribution
44 6 | interests, so political advertising can make its contribution
45 [Title]| c) Cultural Benefits of Advertising~
46 7 | 7. Because of the impact advertising has on media that depend
47 7 | otherwise go unserved.~Moreover, advertising can itself contribute to
48 7 | benefit themselves and others. Advertising can brighten lives simply
49 [Title]| and Religious Benefits of Advertising~
50 8 | a religious nature, use advertising to communicate their messages —
51 8 | media-related activities, including advertising, is today a necessary part
52 8 | underway. With reference to advertising itself, Pope Paul VI once
53 8 | the modern techniques of advertising and... know how to make
54 [Title]| III~THE HARM DONE BY ADVERTISING~
55 9 | intrinsically evil about advertising. It is a tool, an instrument:
56 9 | those responsible for such advertising harm society and forfeit
57 9 | need. And those forms of advertising which, without shame, exploit
58 [Title]| a) Economic Harms of Advertising~
59 10 | 10. Advertising can betray its role as a
60 10 | inconvenient.~More often, though, advertising is used not simply to inform
61 10 | practice of "brand"-related advertising can raise serious problems.
62 10 | of different brands, and advertising may attempt to move people
63 10 | bases for rational choice.~Advertising also can be, and often is,
64 10 | communications media and advertising to developing countries,
65 10 | that a judicious use of advertising can stimulate developing
66 10 | harm can be done them if advertising and commercial pressure
67 10 | is made more difficult by advertising that promotes consumerist
68 10 | that, aided and abetted by advertising, ignores this crucial fact.
69 [Title]| b) Harms of Political Advertising~
70 11 | 11. Political advertising can support and assist the
71 11 | for example, the costs of advertising limit political competition
72 11 | views and records, political advertising seeks to distort the views
73 11 | reputations. It happens when advertising appeals more to people's
74 [Title]| c) Cultural Harms of Advertising~
75 12 | 12. Advertising also can have a corrupting
76 12 | to developing nations by advertising that fosters consumerism
77 12 | nations and their peoples by advertising whose content and methods,
78 12 | powerful influence exerted by advertising upon the media of social
79 12 | lowered.~All too often, advertising contributes to the invidious
80 12 | often is true of the way advertising treats women; and the exploitation
81 12 | of women, both in and by advertising, is a frequent, deplorable
82 [Title]| Moral and Religious Harms of Advertising~
83 13 | 13. Advertising can be tasteful and in conformity
84 13 | true of certain forms of advertising:~"As reflections of the
85 13 | special problems relating to advertising that treats of religion
86 13 | cases of the second sort, advertising sometimes is used to promote
87 13 | for instance, with the advertising of contraceptives, abortifacients
88 13 | with government-sponsored advertising campaigns for artificial
89 14 | That is entirely true of advertising.~Against this background,
90 14 | principle for people engaged in advertising: advertisers — that is,
91 14 | prepare or disseminate advertising — are morally responsible
92 14 | they are involved in the advertising process.~If an instance
93 14 | process.~If an instance of advertising seeks to move people to
94 14 | means and the techniques of advertising: it is morally wrong to
95 14 | with so-called indirect advertising that attempts to move people
96 14 | particularly relevant to advertising. We shall speak briefly
97 [Title]| a) Truthfulness in Advertising~
98 15 | 15. Even today, some advertising is simply and deliberately
99 15 | the problem of truth in advertising is somewhat more subtle:
100 15 | more subtle: it is not that advertising says what is overtly false,
101 15 | properly."25~To be sure, advertising, like other forms of expression,
102 15 | symbolic exaggeration in advertising; within the limits of recognized
103 15 | fundamental principle that advertising may not deliberately seek
104 16 | imperative requirement" that advertising "respect the human person,
105 16 | possibilities but realities in much advertising today. Advertising can violate
106 16 | much advertising today. Advertising can violate the dignity
107 16 | culturally disadvantaged.~Much advertising directed at children apparently
108 16 | no real benefit to them. Advertising like this offends against
109 16 | the comparatively little advertising directed specifically to
110 [Title]| c) Advertising and Social Responsibility~
111 17 | heading to the question of advertising.~The ecological issue is
112 17 | ecological issue is one. Advertising that fosters a lavish life
113 17 | integral human development. Advertising that reduces human progress
114 18 | correct behavior by the advertising industry are the well formed
115 18 | responsible consciences of advertising professionals themselves:
116 18 | professionally engaged in advertising do have sensitive consciences,
117 18 | responsible practice in advertising and to discourage the irresponsible.~
118 19 | of the media which carry advertising to make known to the public,
119 20 | and dictate policy to the advertising industry, any more than
120 20 | hand, the regulation of advertising content and practice, already
121 20 | extend beyond banning false advertising, narrowly defined. "By promulgating
122 20 | questions as the quantity of advertising, especially in broadcast
123 20 | as well as the content of advertising directed at groups particularly
124 20 | and old people. Political advertising also seems an appropriate
125 20 | from whom may money for advertising be raised, etc.~
126 21 | informed about the world of advertising. Considering advertising'
127 21 | advertising. Considering advertising's social impact, it is appropriate
128 22 | education regarding the role of advertising in today's world and its
129 22 | alert in their approach to advertising as to other forms of communication.
130 23 | the harm sometimes done by advertising, insofar as that is possible:
131 23 | quantity of public service advertising, and the like. This question
132 23 | we do not expect, to see advertising eliminated from the contemporary
133 23 | the contemporary world. Advertising is an important element
134 23 | sketched here, we believe advertising can, and often does, play
135 23 | therefore, we call upon advertising professionals and upon all
136 23 | commissioning and disseminating advertising to eliminate its socially
|