Article Type: Research Article Article Citation: Majeed Mohamed
Fareed Majeed. (2020). ADVERTISEMENTS AND ITS RELATION WITH THE VIOLATION IN
SOCIAL NETWORK. International Journal of Research -GRANTHAALAYAH, 8(12), 284-294.
https://doi.org/10.29121/granthaalayah.v8.i12.2020.2524 Received Date: 25 November 2020
Accepted Date: 31 December 2020
Keywords: Advertisement Violation Social Network Printed
Advertising Media Audio Advertising
Media Visual
Advertising Media False and
Misleading Advertisement In this research paper, the historical sequence of the start of advertisements and the intervals that went through were studied, the effect of advertising in promoting ideas, commodities and production. Hence, we divided the advertisement according to the historical stage and this division was also linked to the emergence of the Internet, as advertisements were described and analyzed before and after the emergence of the Internet, the issue of violations was also discussed, especially after the emergence of the Internet, where there were violations on the personal, social and even governmental levels, also the effect on promoting the goal of the advertisement were discussed also.
1. INTRODUCTIONDanesi [2015] has declared that the term advertising has derived from the Medieval Latin language verb advertere which means “to direct one’s attention to” an idea, product or service by announcing an oral or written message in common public. Advertising is “a paid, mediated, form of communication from an identifiable source, designed to persuade the reader to take some action, now or in the future.” [18], 2015, p. 2] According to the American Association of Marketing (AAM) “advertising is any paid form of non-personal presentation and promotion of ideas, goods and services by an identified sponsor”. It is “the art of getting a unique selling proposition into the heads of the most people at the lowest possible cost” [25], 1961]. Stanton [1984] has diverted his focus towards the structure, channels and promoters of advertisement and presented his views as “it is the visual and non-visual type of marketing communication by a specific sponsor to convey non personal information for promoting products and services. These sponsors are often companies who struggle to promote their businesses or ideas”. Advertisements have been around for thousands of years and had a variety of forms. What distinguishes the rise and development of advertisements since ancient times from the primitive forms that can be called advertisements to the present day is that their causes were generally a reflection of human tendencies to fame or obtain influence and money. The advertisement went through various stages of growth and development until it became an independent science, with specific rules and origins, and these stages are: Pre-invention of printing: This stage extends from the beginning of the emergence of advertising in ancient times to what preceded the invention of the printing press in the fifteenth century. Investigators said that the first steps of advertising were in Ancient Empires, for example, in Egypt they used papyrus promoting slaves´ sales and rewards. In Babylon, they used dirt splits with inscriptions about salesman, shoemakers and clerks. Greeks used street callers who announced ships´ arrival and its cargo of metals, wine and species. In the case of Rome, they did something different for instance. They did the first touristic ad1 of a tavern; in Pompeii a stone wall said “Traveler, if you go from here to the twelve towers, there Sarinus have a tavern, with this we invite you to come in, bye”. [9], 2017, p. 3] According to Preston [1971], “advertisements in the form of wall inscriptions, signs of craftsmen, obelisks, papyruses, ceramics, and so on, have been discovered in ancient cities such as Ur and Babylon, and later, of course, in Rome, Athens, Pompeii, and Carthage. In the ruins of an Italian city, Herculaneum, archaeologists found a wall with colour announcements of gladiator struggles”. The stage of the emergence of printing: The invention of the printing press led to the development of advertising and great progress in its methods and means of publishing it. The press appeared as a fruit of the printing press, which gave the advertisement greater possibilities to reach segments and categories outside the geographical scope of the advertiser. The volume of demand for it so advertising becomes one of the most important marketing activities for produced goods. In the early fifteenth century, and especially in 1447[21], 2007, p. 10], printed advertisements appeared, and this credit is attributed to the former German goldsmith Johannes Gutenberg, and the first printed advertisement in English in 1477 by an English merchant, William Caxton [13], 1874]. Modern advertising began to take shape with the advent of newspapers and magazines in the 16th and 17th centuries. The first weekly newspaper appeared in Venice in the early 16th century. In the early seventeenth century, the first advertisement was published in Swedish paper “Posttidningar” in 1645 with the name as “Ordinari Post Tijdender” [22], 2016]. In the late 17th century, The London Gazette was the first newspaper to start print advertisement on regular basis, started wide circulation of newspapers, and reserve a section in newspaper pages for ads on fee basis [5], 2015]. The stage of the industrial revolution: The importance of advertising began to increase in the aftermath of the industrial revolution in the mid-eighteenth and early nineteenth centuries. The inclusion of picture in advertisement was applied in eighteen centuries at England and Ireland [4], 2007]. In 1825, the message of advertisement had conveyed in ordinary text but later on modified with centered heading and new fonts in 1835 [22], 2016]. In 1836, the editor of the Éile de Girardin of La Presse in Paris was the first to rely on paid advertising to reduce its price, expand its reading range, and increase its profitability. The year 1841 witnessed the emergence of the first newspaper advertisement sales agent in the United States in Philadelphia by Volney B. Palmer, where he realized the benefits of buying and selling newspaper space again. In 1888, the magazine advertisement was a good source of promotion in USA as there were 15000 magazines with total copies of 28 million while the revenue was noted approximately $ 240 million in 1929 [1], 2000]. By the year 1900 it became a turning point for advertising agencies, as advertising was established by them as a profession. In France and the United States, they have both expanded advertisements spaces and assumed responsibility for the content of the advertisements. In 19th century, Thomas J. Barratt had created an advertising campaign for a Pears Soap company in London with the additions of slogans, images and phrases, like one of his famous slogans as “Good morning, have you used Pears soap?” [2], 1908]. Due to the reason, Thomas J. Barratt is called the father of modern advertising and remained as a famous contributor till 20thcentury [12], 2005]. The stage of technological progress: In the early twentieth century, advertising became more sophisticated and technical with the advent of media technology. Additionally, between 1880s and 1920s the advertisers shifted their focus from the utility of products toward social concerns like having products as a social icon, status symbol and positioning [27], 2011], making it possible to produce large quantities of goods and services. Producers had to find new consumer markets and expand existing ones to maintain profits and control prices. They branded merchandise and advertised brands to consumers to attract the heads of retailers and wholesalers through radio and television. However, during this period, advertisement got significant growth as the revenue of newspaper advertisement accounted $30 million in 1880 and reached up to $850 million in 1920 [23], 2015]. In 1920 a radio station was established to sell products to consumers and to companies that found a new platform to promote their products at that time, and the station owner got an opportunity to make money. The conception of radio advertisement took place in 1920 where advertisers spent $ 4 million in 1927 on radio advertisement in USA [1, 2000]. At the same time, the conception of consumerism was raised and the development of electrical technologies provided new modes and media as the musical jingle was added to improve the advertisement efficiency to spread business information [5], 2015]. During the period between 1949 and 1969, there was a great growth in the sale of television sets, as it was one of the best advertising platforms to influence the consumer's mind. In 1941, the very first advertisement on television was appeared during a baseball game in America, where, Bulova Company operated its advertisement in a cost of 4 dollar via local channel in the New York City [31], 1941]. In 1950, the television advertisement became popular, caught attentions of audience toward advertised products or services and leaded to the addition of cartoons and Hollywood celebrities in advertisement to improve its creativity [10], 2014]. In 1950, the DuMont introduced television network for advertising products of several businesses and became a standard in the United State commercial industry [6], 2004]. With the advent and development of the Internet which considered it as, a new means of communicating business information. Initially, in 1970, the United States Government used the internet as an information-sharing network among different departments [17], 2004]. While in 1990, the access to the internet became able to general public in the United State and gradually extended to the global world with the development of Microsoft Windows and Macintosh operating system [3], 2005]. Researchers in the United States have estimated that by the age of 18 the average American will have seen around 350,000 commercials (Law 1994:28). [28], 1995] During this period, advertisements appeared, some of them were free of charge, which contributed to reaching large numbers of individuals, and beginning interest in advertising and linking it with other sciences, so that it became a huge industry that needs creative capabilities and talents. Due to the fact that advertisement has become a major role in promoting goods, many countries have put in place controls and legislation not to be used as a means of unethical competition between producers and to protect society from the damages resulting from it if it is misused. How have
advertising agencies changed over time? While most
people assume that working for an advertising agency is specifically about
producing and producing ads and commercials, the original process is only a
small part of the job. In the early days, agencies were hardly original at all.
Even today, the agencies do a lot of market research; Preparation of detailed
information plans; Buy online ads, ad space, and TV broadcast time; and doing other
things many people have loosely categorized as marketing. Over the decades,
agencies have evolved to suit the changing needs of clients. However, the
advent of the Internet has completely redefined its role and posed new
challenges. 2. ADVERTISEMENTSThe Purpose of Advertising Any advertising agency must create a
campaign to meet the needs of its customers; the offer may differ from each
campaign as well. The benefit of advertising is to attract attention first, by
communicating some information to some of the target audience and seeking a
reaction from them. Advertising developers have found a loophole in the work of this linear perspective, due to the dramatic development of the media and consumers. Because the advertisement received a response, the emergence of interactive media made consumer comments an integral part of marketing. It becomes rare for us to find no consumer comments on any type of advertising. Advertising agencies evaluate advertising
effectiveness on the basis of key elements. It evaluates the advertisement in
terms of whether consumers remember the advertisement. They review factors used
in this advertisement, for example their use of media or their use of creative
elements that can effectively attract attention, such as the use of a famous
celebrity. So, the more relevant the message contained within the
advertisement, the more likely it is that the target audience will be
interested. The second evaluation is whether consumers
understand the message in terms of learning. Advertisers use strategies to
ensure consumer understanding and response. This type of cognitive advertising
is effective because it tries to calm the consumer by attaching a brand to a
specific image, an example of which is high-participation products, where
consumers are motivated to spend a great deal of energy in gathering and
processing information, as it is more likely to be sold through the Cognitive approach. The third evaluation is evaluating the
advertisement in terms of its ability to persuade through establishing or
changing consumer opinions about the brand, which is more difficult than simply
communicating information. The consumer's intention to buy a trademark will
influence the advertisement in a positive way as the purchase is a measurable
response And the last evaluation is considered the most used by advertising agencies because it measures consumer behavior. Whether the consumer has purchased the trademark and the advertisement is the only source of information. This is a weak measure because it is impossible to know that the purchase was due to advertising only. Customer determination is the return on investment, by making common measurements of buying behavior. 2.1. ADVERTISEMENT BEFORE INTERNET
Kinds of advertising media Print
advertising media are considered the oldest advertising art at all, as the
emergence of this type of advertising has been associated with the emergence of
printing and the press, through several traditional means that include:
newspapers, magazines, direct mail. Daily newspapers: are at the forefront of the means
of advertising, and newspapers are many and widespread, and have their own
political, economic and social trends. Newspapers include several types, both
general and specialized in a specific field. It can also be divided into local
and international newspapers. Circulation
and readership figures of newspapers are generally available and therefore
enable the advertiser to deliver a detailed advertising message on a specific
day, at short notice, to an audience whose size and composition are usually
familiar [8], 1996:7] Newspapers
are considered a living source of information that is in line with events, as
they are issued daily, which is reflected in their ability to present the
commodity as new news that the reader deserves to read about it, even if only
by a brief look, so the advertisement is printed in his mind and responds to it
when needed and necessary. Newspapers
are considered one of the most flexible means of advertising, in that the
reader can read the newspaper at any time he wants, and in many places: at
home, in the public garden, in the restaurant, or in the means of
transportation, and the reader can keep the published advertisement that
attracts his attention and stimulates His interest. And to read the
advertisement as often as he wants, and it provides the advertiser with great
freedom in choosing the place of the advertisement and the space that it occupies
(no matter how large or small), and thus the advertiser can refer to many
aspects related to the characteristics of the advertised good. Magazines: are the second types of printed
advertising media, along with newspapers. The
magazine is longer than the newspaper for those who own them, so people usually
keep magazines to read them at leisure, and the reader may be in a mood that
allows him to accept the advertisement instead of in a state of urgency, and
one may keep it for years, which increases the likelihood of multiple
individuals who look at it. The reader
feels in front of the magazine a scientific and literary level that rises above
the level of the daily newspaper, and if the advertiser is looking for a
widespread newspaper, then the advertiser's interest in magazines is usually
directed towards the magazine that is more widespread among a special audience
that the advertiser wants to reach to them. Magazines
have a specific audience of readers that differs according to the type of
magazine and its contents, which distinguishes it from other means. We may find
magazines specialized in: economic affairs, politics, sports, art, health, and
women's affairs ... etc. The advertiser, by choosing a magazine as an
advertising medium, aims to deliver the advertising message to its readers as
they are the target audience through the advertising campaign. Advertising
via direct mail:
This type of advertisement has become widely used, especially in light of the
recent technological development, as this advertisement serves to deliver a
printed or physical advertising message to a strictly defined category of
consumers through the official mail. Consequently, the effectiveness of this
advertising medium depends on the existence of an advanced and efficient postal
system capable of delivering the message to the intended audience at the
specified time and in the appropriate manner. Postal
advertising is used in the field of special or durable goods, and more in
industrial goods or services, so the advertiser chooses some customers' names
to send those letters bearing data on a commodity or service, so the
advertising message often takes the form of an invitation letter to buy or test
a commodity. Such as what the Postal Corporation does in some countries through
credit notification messages, which are often accompanied by advertising
messages for selling household or electronic items, or even about organizing
tourist trips for the benefit of some tourism agencies. Advertising by mail is
a form of direct marketing that is directed towards consumers Specifically,
either by mail, through salesmen or agents, or through electronic marketing,
and for this reason, direct mail is one of the means of providing direct
marketing. This type
is considered one of the personal and direct means in advertising, as it allows
directing the advertising message to a specific audience with high accuracy,
and thus the advertiser is sure that his advertisement has reached the target
audience. This method
is characterized by flexibility, as the advertiser can adapt the advertising
message according to what he deems appropriate in terms of content and form.
Advertising by mail allows advertisers to send bulletins, detailed data, or
samples of their products, which is difficult to accomplish by other
advertising means. Audio
advertising media: The audio
media is mainly represented in radio, as advertisement in this type of media
depends on sound and good listening, and the radio is considered one of the
oldest advertising media that was used alongside newspapers and magazines in
the past, as advertisement began to be used in radio for the first time in
1922. Wells et al [2000:275] add that radio allows the listener to use his or
her imagination. Advertisement
by radio broadcasting is not high-paid, and its frequency is easy to broadcast,
and often a close link is formed between an individual and the broadcaster than
the strength of the link between the individual and the daily newspaper or
magazine, especially since listening to the radio does not distract one from
interest in other matters in the home, work or car. . Listening
to the radio does not require reading knowledge, as in the case of newspapers
and magazines, that is, the possibility of it reaching the largest number of
consumers of all genders and social classes. As a result
of technological development, the radio has become a small-sized box that
anyone can carry with it, in addition to the possibility of receiving radio
waves through mobile phones, which has become widespread. The broadcaster
allows target selection based on: 1)
Geographical
location: flexibility in covering different geographical areas, due to the
presence of local radio stations, national and international. 2)
Time
of the day: the audience changes between morning, noon and evening. 3)
Programs:
It is possible to reach different audiences by choosing different program
formats such as: talk shows, cultural programs and music programs. Visual
advertising media The modern
and available media in our society has become one of the most important
outcomes of modern technology, as audio and visual media are among the most
recent means of communication in the modern era. Coupled with advertising, it
has become more effective and influencing consumer behavior. These means
are: 1)
Television 2)
Cinema,
And 3)
Video Television: Television is one of the most
influential advertising media, according to Krugman et al [1994:457];
television is the ideal medium for some advertisers as it provides them with an
opportunity to create dramatic and effective advertising messages by using both
sight and sound, along with a diverse range of graphics technology. In addition
to the multiplicity of television channels and the spread of their networks
providing the advertiser with great opportunities to choose the best channel
for his advertisement. The great
technical capabilities that television advertising enjoys, such as: sound,
image, movement, colors, music and others, play a role in attracting the
consumer's attention and then the psychological effect, through: ·
Fast,
live and direct presentation of the advertising message. ·
Real
representation of the reality in which the consumer lives. ·
An
essential tool for entertainment for all ages. ·
The
possibility of controlling the broadcast time and the possibility of replay
more than once. ·
TV
ads can attract the viewer's feelings and sympathy. Cinema: cinema has played an important role
in recent years, especially the period that extended from the 1960s to the
1990s, as a result of the great interest in film production, as well as the
limited spread of the medium of television, this necessitated a large number of
segments of society at the time to pay attention to cinema as a means of
entertainment. The
advertisement also knew its way through the cinema in many situations, but this
method could not affect only a very narrow range of the audience, because many
viewers are more inclined to television than cinema. Cinema,
like television, shares its artistic advantages related to the image, sound,
movement, colors, and music, in addition to the screen width and thus the large
size of the displayed image. In cinemas, the audience is relaxed and
psychologically ready to accept ideas. Since
cinema is considered a local medium, it is possible in this case to test advertising
campaigns before implementing them as a TV advertisement on a large scale. Video: the rapid spread of video devices
in the world has enabled advertisers to exploit them within the modern
advertising concept that uses information and communication technology to
develop the advertisement, as advertisers reserve specific times and spaces
within the recorded film knowing that the video tape will move between a large
number of consumers during a long period of time. Consequently, they take
advantage of the most beautiful and popular films for the public to pass their
ads. 2.2. ADVERTISEMENTS THROUGH INTERNET
With the advent of the Internet, advertisers
found a new way to communicate with the public, and advertisements began. Internet advertising began in 1994, when the
first banner ads were sold (Hotwired, October 1994) and the first commercially
available Web browser, Netscape navigator 1.0, was released (November 1994). [15], 2002, p.14]
The use of
the Internet as a means of communication increased very quickly in two ways: ·
An
increase in the number of companies seeking to use the network to contact
potential consumers. ·
The
rapid adoption of the Internet by consumers for various purposes, including
search for Information before buying and purchasing online. This is
what pushed companies to advertise via the Internet, which has spread
significantly, as spending on Internet advertising in the world in 2000 reached
$ 5.4 billion and constituted 2.8% of the total. This study also expects that
ad spending will reach the Jupiter Media Matrix, according to the spending
study. $ 15.4 billion during 2006 and that it constitutes 7% of total
advertising spending. [14], 2000.p.5]
Various
Internet pages have become a distinct means of delivering advertising messages,
as companies that have websites with a small number of visitors can advertise
through sites that have a large number of visitors, and place an advertisement
on different pages with a fast link Leads to the advertiser's website. It is
possible to display quick, light contents, or full detailed content, on the
Internet, and advertising spaces are often rented with estimated pixel size,
and these spaces can be rented for specific periods of time, or by the number
of clicks on the advertisement. Advertisers
can connect with the public via the internet using three methods: E-mail: e-mail service is the most widely
used service on the internet, it allows people connected on the network to
exchange messages and files using their personal computers easily and without
any effort. E-mail is so fast that we consider the transfer process to be
real-time and, more importantly, e-mail is the cheapest means of communication
that it is much cheaper than regular mail or telephony. The e-mail
service has been used by marketers to reach potential or existing consumers,
where direct messages are sent to internet users who have a current or future
interest in receiving messages from the advertiser .in this way, the
advertisement targets consumers who have an interest in the product. This
method is considered one of the most effective methods of marketing
communications. If messages are sent to the user who is interested in the
subject of the message, companies should avoid sending messages to internet
users who have no interest in the product. This is called Spam. Many
companies such as Juno, Hotmail, Yahoo offer free mail to internet users where
the user can send and receive e-mails, and companies send ads to the e-mail to
target consumers, for example Juno requires users to subscribe to e-mail
dictate some demographic data and this data is used by advertisers to enable
them to reach the target consumers through types of interests and news related
to specific disciplines to make a choice He wants her to get her ads and news
on his e- mail. Usenet: Newsgroups allow users to read the
topics raised within a specific News Group, and participate in sending a topic
to one of the news groups and answer certain questions and these news groups
constitute a whole so-called Usenet, that is, we find thousands of newsgroups
and the user can find a News Group specific to each topic he can think about
where these newsgroups Usenet has a large number of News collections bear the
name for Sale. [29], 2000, p. 12] Usenet is
an important resource for marketers in order to reach consumers who are
interested in certain topics and a marketer can use Usenet in order to
recognize opinion of consumers with its products or services as a means of publication
where marketers can use it as a channel of communication. The
World Wide Web: It
is a global database available to all Internet users, and this service enables
Internet users to roam easily, as it enables the advertiser to design
advertising messages in a format that contains all the information they want
and also allows them to use colors, graphic and shapes, in addition to being
24-hour on the network so that it allows the user to view it at any time he
wants and also allows the exchange of information between the marketer and the
consumer. The network is characterized by: ·
Having
a large amount of information. ·
Providing
the possibility of developing the relationship between people and organizations
through the interactive services provided by the network. ·
The
network is considered an opportunity to discover information on a specific
topic, buy a product or service, search for job opportunities, or browse the
Internet just to learn about its content. The use of
the network as an advertising channel has spread, as advertisers have found
several ways to send advertising messages through the network, and the most
popular way is to create a company-specific website where this site is known to
the company and the commercial brand, and there is another way to advertise
over the network, which is advertising in other sites where the advertiser does
by finding a link between the advertisement on those sites and the company's
website. [7], 2000, p.9]
Social
media advertising provides a whole new dimension to advertising as its offer’s
interactivity to the users especially on Facebook which is the dominant social
media [19], 2012]. According
to some points of view, we can consider that social media is an examination of
the credibility of advertisers who publish factors that attract the brand and
in line with its results, and the role of consumers has become important to
attract the brand. Activity that has occurred on social media related to specific
products. Personal
accounts on social media have become one of the latest advertising mediums for
advertisers, so a person should not be famous in any way, but rather he must
have a large number of followers. 2.3. ADVANTAGES OF USING THE INTERNET FOR ADVERTISING
The
Internet is considered an interactive medium as it allows the consumer to
interact directly with the advertisement, which enables the establishment of
relationships with consumers in the future. ·
The
Internet provides access to a huge number of audiences, as it is the only means
that enables us to provide information or complete purchases anywhere in the
world. ·
The
Internet achieves immediate response, as it allows for an immediate response
from the consumer. This feature is not available in other means of
communication except for direct sales, and products and information are always
present according to the consumer’s request, and a feedback is provided to the
advertiser. ·
Defining
the target market precisely so that the marketer can reach the potential
consumers. ·
Providing
important information about the company and its products, as the websites
provide detailed information about the products so that the visitor can know
all the information, he wants by visiting these sites. ·
The
Internet enables business to be reached, while television and radio cannot
access it. ·
The
ability to trace, as the marketer can track how the user deals with the brand
and identify the interests of both current and potential customers, and
advertisers can pre-measure the response to the advertisement through the
number of times the advertisement is pressed, which is difficult for any other
means to measure it. ·
Flexibility
as the advertiser can modify or cancel the plan whenever he wants, and he can
also follow the campaign daily, and this is what distinguishes Internet ads
from ads published in newspapers that can only be modified in the next version,
as well as TV ads that need high costs in the event that the advertising
campaign is modified. 2.4. FORMS OF ADVERTISING IN SOCIAL NETWORK
Let's find
out now how advertising companies use social network for advertising: On
Twitter Twitter is
the preferred social media platform for businessmen and politicians. The
strength of the Twitter ecosystem is not in its ads, but rather in its ability
to grow on its own, unlike Facebook pages, which usually need funds to grow
quickly. E-commerce
stores frequently use Twitter Ads to promote specific products to convert
visitors into buyers in a fast way and to build people's knowledge and awareness
of the product. On
Instagram Instagram
is a social media platform driven by images and is fast becoming one of the
most popular options among young people. Let's take a look at some of the
techniques used to effectively advertise on the Instagram platform. Hashtag is
a style that has its uses on other social platforms, but when it comes to
Instagram, it is considered a powerful force so it should not underestimate its
importance. Instagram does a great and useful job providing an analysis of the number
of users engaging with a particular hashtag. On
Facebook When it
comes to promoting online, Facebook cannot be beat. The number of Facebook
users exceeds 2 billion monthly users, which means that there is enough space
for everyone to get a share of the market. Not all
advertisements will work effectively right away, and some won't even lead to a
single purchase! Therefore, advertisements should be displayed and continue to
be modified so that the modification process includes: the images used, the
target audience, and so on, until these ads begin to convert customers into
buyers. On
LinkedIn We can talk
about LinkedIn as the place of money; the fact that LinkedIn users earn more
than thousands of dollars annually, in terms of advertising, the use of its
services is the most popular and the best performance and results on this
platform. On
Snapchat Many people
in the world use Snapchat and it is popular between the age ratio of 18 to 29,
which makes it invaluable to many companies. If we have a
product or service that target this demographic, Snapchat is absolutely
essential to the success of that. However, when it comes to advertising on
Snapchat, its cost is quite high. 3.
VIOLATION
IN ADVERTISEMENTS
Advertisements have spread widely, and one
hardly looks at any place where one walks except to find the various display
screens and advertisements, these ads, which have become an important pattern
in the lives of producers, have become indispensable for them and they use all
kinds of tricks in order to advertise goods and show their merits. And its
advantages, but we find companies specialized in these advertisements, which
have taken advantage of all modern means, such as magazines, broadcasts, audio
and video, the Internet and other services to show their production, Producers
and service professionals have found in the commercial advertisement a way to
reach the consumer’s mind in order to achieve material gain. If this commercial advertisement is false,
meaning that it leads to misleading the will of the consumer, then it must not
be left without restrictions in order to protect the consumer. The affected consumer can file a lawsuit in
order to counter the damages that he touched and inflicted on him through
deception that affected his freedom of choice, so we find that when the Federal
Trade Commission discovers a case of fraud that has been committed against
consumers, the committee files a lawsuit in the Federal District Court to stop
the process and prevent the fraudsters from committing future occupations and
obtain compensation for the victims. Most of the legislation in the countries does
not require the absolute truth or the complete credibility of commercial
advertisements, as long as those advertisements do not result in harm to the
consumer, and they allocate commercial advertising with independent regulations
in light of the growing need to protect the consumer from his harm when he
exceeds his objectives. 3.1. FALSE AND MISLEADING ADVERTISING
Richards, J and Curran, C [2002] have noted
that the advertising and marketing literature lack analysis to determine the
distinctive elements of advertising. This creates confusion when evaluating the
contribution of advertising in business communication. It is clear that the
main purpose of advertising is to make profits, and this is often done by
overstepping the mark, or even breaking rules enshrined in the directives and
laws. In modern society it is widely considered the ethical aspects in
advertising. False and misleading advertising is based upon
deceit: deceit of the buyer who is thereby led to purchase a product or service
which he would not purchase if he were fully informed with respect to all the
relevant facts. Advertising may be false and misleading because it makes untrue
statements. It may be misleading although every statement is literally true if
it supports false and deceptive inferences, if it states only half of the
truth, or if it fails to disclose material facts which, if known, would change
the buyers' behavior. [16], 1962, p. 601] Gardner [1975, p. 42] pointed out three
different types of deception in advertising. The nature of these types is not
mutually exclusive rather overlapping and these are consumer focused. The first
type of deception is unconscionable lie which could be seen as totally false
claim made by an advertisement. This type of deception is an utter/outright
lie, therefore, consumer cannot benefit from the claims made by the
advertisement. Second in this category is called “claim fact discrepancy”,
under which an advertisement is considered deceptive if the benefits of the
claim could be derived from the product only when the product is used in a
certain manner / way. Only those consumers can benefit from the claims that
have all the information regarding the use of the product and precaution which
are necessary. This type of advertisement is also considered deceptive because
the discrepancy in fact provision leads the deceptive claims. The third type of
deception in advertising is called “claim belief interaction”. In this type,
the advertisement interacts with the beliefs and attitudes of the consumer in
such a way that the consumer might consider the claims made in the ad as
deceptive. It’s the way an advertisement interacts with beliefs and attitudes
that make the ad deceptive not the claims in an advertisement. Deceptive advertising can mislead the consumer
through some representations such as personal allegations, i.e. taste or
appearance, blowing (exaggeration is unlikely to be taken seriously) or by
influencing the purchase decision. This includes explicit claims and claims
regarding consumer health and safety and related outcomes. False advertisements that contain value
judgments such as "best" or "highest" can be considered
explicitly dishonest ads only if the consumer has been deceived by the lawsuit
and the public interest by banning them. Deception occurs when the origin of
the phrase used in the advertisement creates an incorrect impression, leaving
the result to the consumer ambiguous, and ambiguity prevails in it, and there
is more than one interpretation, so any deceptive interpretation will be the
one that must be relied upon. The Federal Trade Commission stated that if the
advertisement does not deceive the consumer due to an obscure knowledge of
falsehood, it will not be in breach of their laws. The use of a “secondary
meaning” advertisement is not deceiving, and we mean “secondary meaning” is
another meaning of a term that is not mentioned, but it is widely understood
that it is related to an element such as hamburger. This is not meant to be
made of ham. Social media provides advertisers with more
brand recognition, and social media networks are like a large market in which
advertisers present their marketing ideas and products and invite others to
participate and consider them, and the greater the market (visitors trying to
buy), the higher the chances of participation. The advertising rules in traditional media
apply the same to social media, but this medium raises many questions about how
to apply its rules. Consumers, for the most part, believe that social media is
an interface in which real people express real opinions about real products and
services. As advertisers explore new ways to exploit the credibility provided
by social media, as well as other forms of positive deception such as creating
a fake social media account to expand their customer lists, or falsifying the
product's geographical origin, they face new risks related to false advertising
allegations. But an advertisement doesn't need to make an
emphatically wrong statement to be considered deceptive. Failure to disclose
information needed to a consumer to make a meaningful decision is also
deceptive. With social media, space is usually limited, so false advertising
claims may easily arise when an advertiser fails to provide sufficient
information about their goods or services. Deleting information may also be implicitly
misleading. Accordingly, a factual statement in the advertisement that lacks
relevant evidence to support its claims is also considered deceptive. 4.
CONCLUSION
It is known that advertising plays an important role in marketing ideas, goods or products, and most of the activities of individuals, societies, and even governments. The advertisements have passed through periods that have been classified in our research into advertisements before and after the Internet, and we have concluded that the advertisements and violations have occurred in both stages, and the stage of the emergence of the Internet is considered to be more and the most widespread violations that occurred in it, because the Internet is more widespread and therefore has more impact. SOURCES OF FUNDINGThis research received no specific grant from any funding agency in the public, commercial, or not-for-profit sectors. CONFLICT OF INTERESTThe author have declared that no competing interests exist. ACKNOWLEDGMENTNone. REFERENCES
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