Report On

Effect of Good Advertisements Have on a Persons Self-esteem

SUBMITTED TO:

Barrister Afroz Imtiaz

North South University

Submitted By: Team Justice League

Name ID
Ishrat Fahmida Moukuri 1410955030

Tasirul Haque Anik 1430827630

Tanzila Tamanna 1510013030
Md Miadul Islam Bhuiyan 1512882030
Ragib Ahmed 1520361031
Mahdi Bente Selim 1610287030
Abidur Rahman Kushal 1611347030
Purnata Dutta 1611793030
Habib Redwan Rafi 1620512030

Course: PHI 401. Section: 7

Date of Submission: 30/08/2018

 Table of Content

Tittle

1. Abstract & Introduction

2. Advertising aspects

3. How advertisement Affect Self Esteem

4. Why marketers target customers’ self-esteem

5. Distinction between ethical and unethical behavior.

6. How good advertisement affect our shallow less and higher

individual

7. Impact of advertisement on women and children

8. Impact of advertisement on youth and older people.

9. Conclusion

10.Recommendation
Abstract

Advertisement refers to drawing attention of people about a product or a service or an idea which
especially happens in term of payment. For commercial success, advertisement plays a significant
role in modern era as it connects manufacturer(s) and consumer(s) in order to deliver or receive
message. Now-a-days importance of advertising is increasing because of the scope it has in
accessing the market and rapid industrialization especially in the manufacturing sector.
Advertisement gets a new dimension because media can be used as a vehicle for marketing and
promotion. Advertisement is a platform for marketers to provide detailed information about their
product or service and its unique selling point (USP).Today’s advertisements carry a little bit
different role than the traditional role. Fair and truthful information has been replaced by the
undesirable and unethical information for increasing sales in spite of it being potentially harmful.
Using internet, it has become easier to manipulate the young generation. Using Shopping Bots,
consumers’ browsing history is used to determine their preferences and thus future online ads are
determined. Is it ethical to check consumers’ browsing history without their permission? In the
rest of this paper we have used a collection of data backed by research and examples like the ones
above to show how self-esteem advertising has been used as a tool by marketers and we discuss in
details, how it affects the viewers.

Introduction

A lot of advertisements are positive reinforcement based advertisements. These advertisements

puts a person’s emotional intelligence to the test. This type of advertisement is called self-esteem
advertisement. Emotional intelligence is a measure of a person’s ability to feel empathy—the
ability to put oneself in someone else’s shoes. Self-esteem ads presents an issue, for instance skin
color, to viewers and shows how the use of a product can solve the issue and positively reinforces
the viewer and increases their self-confidence by providing something very fundamental—hope.
In case of skin color, we know that in Bangladesh even in this century, female of darker skin are
frowned upon and treated poorly especially if you’re single and under pressure to get married soon.
You rarely get any offers of marriage and add to that, when there is an interesting proposal, there
will always be one or two insensitive prick(s) who will blatantly complain about the bride’s
darkness. The fairer skin at that point becomes a goal to achieve, a desire. When you come up with
a product like Fair & Lovely cream and claim that it makes you brighter in just a few weeks and it
shows a dark model who grows a skin color that is at least five shades lighter, it gives that darker
woman hopes to have a fairer skin complexion. On top of which, when you show that this hot and
happening guy is checking the dark model out because of her newly achieved fairer skin
complexion compared to when she was dark, she was unnoticed, it creates a situation many of
these women has faced, especially this initial part of the situation where she has gone unnoticed
or ignored and she can relate to it. Then they are introduced to a product that shows promise for
her future by giving her something that she desperately desires—a fairer skin. It creates hope for
some where there is little of it or may be none at all and in turn it boosts their confidence and self-
esteem and appeals to them and these women get hooked and want to buy this product. This is
psychology 101—create a demand for a product by appealing to their desires and showing a unique
selling point (USP) of the product that may help to achieve that desire.

One may ask, is this ethical? There are some isolated groups that blame Unilever, the company
that manufactures the skin whitening cream Fair & Lovely, for creating an ad that is demoralizing
to women who have a darker complexion because the product is ineffective and that it gives these
patrons false hope of becoming fairer. People still call them out on their dark skin and these poor
souls lose hope. Unilever claims that they are just providing a product that is targeted at a group
that wants a product like Fair & Lovely and they have evidence that it works, and the complexion
of the users do lighten up. So why is it still that these women have to face the stigma of being dark?
Because no matter how much fairer you get using Fair & Lovely, your base complexion is still
dark and unless you undergo a surgical operation like the late Michael Jackson did and turn into a
white person, it’s impossible to become fair only using an over the counter remedy like Fair &
Lovely. Unilever conveniently omitted one keyword: “temporarily”. Fair & Lovely is like a
makeup kit in a tube and with time the makeup fades away. So ethically, everyone is telling the
truth, and Unilever is just right enough to avoid any legal issues so that they can keep selling their
product. However, morally Unilever’s practices are definitely questionable at the very least. This
is just one example of how companies have used psychological manipulation of self-esteem
amongst its customers to create a demand and a loyal customer base for themselves. Ultimately,
even though the advertisements are ethically permissible, these ads are definitely morally wrong.
And this is just one example of how the ads use self-esteem in a bad sense. However, Unilever
also came up with this extremely powerful and empowering ad using their product line of “Dove”
which says “Beauty on your own terms, #my beauty my say.” This was vice versa from their Fair
& Lovely ad that uses self-esteem in a positive way to sell their product. But, then you ask, is it
still morally correct to say someone is beautiful when they’re clearly hideous. Is it okay to lie to
their face just to make them feel good about themselves and not confronting the truth- you’re ugly,
deal with it.

Advertising Aspects:
Ethics implies an arrangement of good standards which represent a man's conduct or how the
action is directed. What's more, advertising implies a method of correspondence between a dealer
and a purchaser. In this way morals in publicizing implies an arrangement of very much
characterized standards which oversee the methods for correspondence occurring between the
vender and the purchaser. Ethics is the most imperative component of the promoting business. In
spite of the fact that there are numerous advantages of promoting however at that point, there are
a few focuses which don't coordinate the moral standards of publicizing.

• A good advertisement can

o draw attention from people
o increase sales of products
o increment benefit
o when the company earns more profit it becomes more desirable to the investors
o it also expands goodwill of the association
o can gain market leadership

❖ An ethical promotion is the one which doesn't lie, doesn't settle on fake or false states
Furthermore is in the most distant point for respectability. These days, advertisements
would extra exaggerated Furthermore an extensive measure about puffing will be used. It
seems, for example, those promoters require data from guaranteeing. Moral guidelines
what's more measures. They as of late don't get it furthermore require help unabated pick
the thing that is correct Furthermore the thing that will be awful.
❖ Ethics On publicizing will be particularly related to the explanation behind publicizing and
the idea of promoting. On occasion the produces need to show the benefit of the outcome
through the notice which probably won't make. Secured close by a moral mode. In any case
they should accommodate those thought towards those promotion doesn't an opportunity
to be exaggerated.
❖ Ethics additionally depends investigating the thing that we have confidence. Regardless of
whether the promoters make those advertisements on the conviction that those customers
will. Comprehend, persuade them to think, and so forth follow up on their promotions, at
that point this will incite certain results and the notice may. Not be called exploitative. At
any rate toward a similar time, regardless of whether marketing specialists assume that they
came wood trap their customers toward. Exhibiting whatever unreasonable things, for
example, essentially clicking fingers will make your home or office totally furnished then
again just. Obtaining a lottery ticket will settle on you a tycoon; At that point this isn't
setting off on worth of exertion insane to them and will be called.
❖ Those sees if take after three great measures. Honesty, social commitment moreover
maintaining and Mankind's regard. By and large, immense associations never lie Likewise
they should exhibit their spotlights on Different notice coordinating. Figures. To might be
persistently said yet not completely. On occasion it’s better not on reveal those whole than
in the notice regardless In. Times truth need should an opportunity to be demonstrated for
development.
❖ Till today, there hasn't hail at whatever liquor notice which uncovers to any individual
drinking those one of a kind alcohols. They use mineral water Furthermore soft drinks
beforehand, their Notices for their image name. These sorts of advertisements would know
as. Surrogate advertisements. These sorts from asserting promotions would totally
exploitative when liquor advertisements would totally restricted. Notwithstanding there
would. No advancements to liquor, people will continue drinking.
Social role of Advertising:
There are some positive and some negative aspects of advertising on the social ground. They are
as follows.

➢ Deception in Advertising: The connection between the purchasers and dealers is kept up
if the purchasers are happy with what they saw in promote and what they got in the wake
of purchasing that item. In the event that vender demonstrates a false or tricky picture and
a misrepresented picture of the item in the promotion, at that point the connection between
the dealer and purchasers can't be solid. These issues can be survived if the dealer keep
their advertisements clean and shows right picture of the item.
➢ The Subliminal Advertising: Catching the Minds of the purchasers is the primary aim of
these advertisements. The promotions are made such that the customers don't understands
that the advertisement has had an effect on their brains and this outcomes in purchasing the
item which they don't require. In any case, "All advertisements don't awe all customers
constantly", in light of the fact that larger part of shoppers purchase items on premise of
the cost and needs.
➢ Effect on Our Value System: The publicists utilize puffing strategies, supports from
famous people, and play inwardly, which makes advertisements so great that the shoppers
like powerless preys purchase those items. These promotions influence destitute
individuals to purchase items which they can't bear, individuals getting negative behavior
patterns like smoking and drinking, and purchase items in light of the fact that their most
loved performing artist supported that item. This effects in expanded the cost of entire
society and loss of estimations of our own selves.

➢ Offensiveness: A few promotions are offensive to the point that they are not worthy by the
purchasers. For instance, the promotions of denim pants demonstrated young ladies
wearing less garments and influencing a sex to request. These sorts of advertisements are
unessential to the genuine item. Btu at that point there is a few promotions which are
educative additionally and now acknowledged by individuals. Prior promotions giving data
about conception prevention pills was viewed as hostile however now similar
advertisements are viewed as educative and vital.
In any case, at the last, there are some extraordinary positive angles which help-

o Development of society and growth of technologies.

o Employment.
o Offers decisions to purchasers with self-intrigue.
o Welcomes healthy competition.
o Enhancing way of life.
o Give information on social, conservative and medical problems.

Promoting toward the day's end is a round of change in the event that you are the place individuals
are seeking with great substance and accessible when your clients call, you will take advantage of
any publicizing that you contribute and that is everything you can request. Don't hesitate to connect
with me for any tips in taking advantage of your promoting cash.

How Advertisement affects self-esteem

Advertising is a means of message with the users of a product or facility. Any medium that can
take a message from an association to a prospective consumer can be used for advertising. Of
course, the most popular media are television, radio, the Internet and print, such as newspaper,
magazines, etc. Organisations put advertisements up to catch the fancy of customers. Some
advertisements are to widen knowledge or important messages like awareness and some are just
to attract customers to make some revenue. However, nowadays some advertisements targets
consumer directly in such a way that it affects the self-esteem. “One of the signature strengths of
the advertising industry lies in its ability to transform seemingly mundane objects into highly
attractive products," write authors Debra Trampe (University of Groningen, the Netherlands),
Diederik A. Stapel (Tilburg University), and Frans W. Siero (University of Groningen). In an ad a
lipstick placed next to a stiletto heel represents glamour and a teddy bear in an ad for fabric softener
signals softness. On the other hand, Self-esteem has been conceptualized as an outcome, motive,
and buffer, but there is no overall theory of self-esteem. However, those advertisements affected
how consumers thought about themselves. Ads for beauty-enhancing products seem to make
consumers feel that their current attractiveness levels are different from what they would ideally
be. Consumers give the impression to judge against themselves to the product images in
advertisements, even though the advertisement does not include a human model. The models that
we glimpse in the advertisements are always attractive with great skin, perfect make up and very
thin. These kinds of advertisements are affecting women self-esteem today. Many women come
across at these ads and they feel they are not up to their standards; some women do not feel
beautiful enough. The women in the ads are attractive, but many of the imagery are altered to
make them look faultless. Women are suffering with poor self-esteem because of advertising
campaigns. Numerous marketing campaigns illustrate impractical portrayals of women. A lot of
the images of digitally changed. Such as, airbrush is a technique that is commonly used. The
photographers airbrush the pictures to what they believe look good. And it’s not only the beauty
products. It goes down to luxury items as well. It starts from shoes, bags to cars and luxury watches
and even holiday destinations now. These advertisements are placed in such a way that peoples
life seems like goes around that. These advertisements fill the newspapers, billboards, TV etc.
These also play nowadays even if people just want to view a YouTube video. And when people
keep seeing these advertisements constantly they start to doubt their body and even their life, and
they want to achieve all those objects and the need is never ending. “Behavioral targeting” is an
Online-network based or Internet-based targeting policy that delivers digital ads to persons based
on their online behavior (e.g., search, shopping). This follow a line of investigation explores the
exceptional ways in which consumers respond to ads using this type of targeting (vs. to ads that
make use of more established forms of targeting), representing that a behaviorally targeted ad can
act as a social label even when it contains no explicit labeling information. Some researcher did a
study where they made two groups of teenagers and targeted them for a luxury item. One group
was told that they were targeted specifically and other was not. After the study the Group who was
told that they were targeted especially felt like they were sophisticated and other group felt like
they are not worth it. These types of studies showed again and again that target advertising can
smash someone’s self-esteem. One group of optimistic researchers sees this as a self-esteem
booster also, claiming that this type of ads keep people motivating to achieve something better.
However, majority would agree on the fact that false expectation can never go far. People
sometimes follow these advertisements because they feel better. For example, Ads for perfumes
or body spray often shows beautiful models with fit body or celebrities. People then go crazy about
those perfumes or body spray as they feel like they are part of the league, which eventually make
them happy. Advertisement authorities along with some conscious mind companies are taking
measures into account to stop this type of advertisement. In UK, an advertisement campaign was
banned because of “concerns” over its weight loss claims. They have received more than 350+
complainants to argue that the ad is really offensive, irresponsible and harmful because it promotes
an unhealthy body image. Dove ran a campaign, ”The Dove Campaign for Real Beauty” , they
started this campaign because they wanted to address this problem in advertising by using real
women from all different races, shapes and sizes. By conducting this follow a line of investigation,
Dove learned that women want to see real women in advertisings. They want to see people like
themselves on the advertisements. The advertising nowadays does not show the quality of the
product or the core message, instead it only talks about how many beautiful people are into it. It is
not the matter of quality now, it only shows who uses it and hooks consumer to it and keep dragging
along. Where some advertisements share knowledge or important messages about society, most of
the others puts up an unrealistic picture. The picture could be of a beautiful car, watch or makeup
items, it could be a fancy restaurant to eat or a beautiful place to visit or a body image of a person
which most of the people cannot achieve as it is all air brushed. Therefore, those types of
advertisements definitely hurts ones feeling and affects Self-Esteem.

Why marketers target customer's self-esteem?

Self-esteem. It’s a blend of mental variables. People’s life is not same as before. All of us were
used to focus on basic need of life but after globalization peoples demand has increased. All of us
want to outstand from other. We all want to excel on different side in compare to others. The way
we want to excel depends on our mentality, perception, influence of peers and so on. A life full of
luxury might be someone’s option to ensure his or her self-esteem in compare to his next person.
Living in the society of some specific class can also be a reason for self-esteem for one person. A
commodity might determines one status where as a whole community might determine ones social
status. We all are alike from each other and that’s why the options to increase individual value in
society varies. A fascinating point about self-esteem is that an individual is separated from any
other person and his perception might work only for himself but not for any other person. The
world is changing continuously. This dynamic world is the main reason for creating a variety of
perception among us. This variety is ultimately the main intangible resource for the businessman
to earn money.
Self-esteem for men and women is not same. For a men self-esteem might be start and maintain
communication with a women. He will one to outstand from other men and will want to ensure
maximum acceptance among women. For a women her solid contacts with other ensure his
dominant role. She can maintain contact with other and she also have the opportunity to dismiss
contact. Absence of self-esteem for both men and women might not give someone the confidence
to compete with other. The sometime might not trust they are more merit from other for absence
of self-esteem. High self-esteem will help to acquire property.

We love our self a lot. We always have the tendency to ensure us in a good picture from other. We
want to appear in a good look which increases our confidence. We all imitate others. We sometime
want to look same as other person or may want to be in better shoe from that person. Mental
satisfaction is the main reason for want of self-esteem. Until it’s satisfied a person will always be
wanting for a option or a way to ensure the ultimate goal. We purchase some items to make people
realize how well we are handling with our own life because such act will ensure maximum social
acceptance rate.

Marketers are monitoring this psychological change of people nowadays. Personality traits of
individual varies. This difference helps to segment people into different groups and focusing on
that specific traits. Change in lifestyle of people is the indicator of high fascination of self-esteem
for people. The effect of promotion is seen on the change of lifestyle and tone of people. Marketers
using different credible source to promote specific product. The normal promotion of scent,
cleanser and so other product related to beautification different model and actress are used for
promotion purpose. This way is adopted because people beliefs what they see and hearing
something from credible source. Seeing such promotion makes people feel like that they will have
a unique individuality. So ones desire self-esteem influenced by credible sources of the world.

Customer always remember ad that goes with their personality, because emotions makes a
customer remember that ad. When the ad is related to self-esteem a customer due to its emotional
impact will notices the ad because it echoes what those customers are already thinking. Nowadays
different marketing campaign is going on for the change of body politics. We all see that how
important it is to have a self-esteem and such campaign is adding value to our life but no one deny
the main factor behind this campaign which is ensuring more profits for marketers.
A behavioral targeting advertisement influences ones perception. The ad that is related to self-
esteem will not only increase during the exposure of ad but also in future. Marketers with their
advertisement make us feel like we are in shortage of something. To fill up the gaps marketers
always highlight self-esteem issues on the ad and forces us to go for purchase.

Companies like dove who are always busy to make women love themselves other than criticizing
themselves. They always show how their product increases a women’s beauty and give them a
look for elegance. When we see ad of Mercedes Benz, it says it’s a prestigious car. It’s focusing
on platinum category of customer who are always looking for commodity which are related to
one’s personality.

Marketer targeting customer’s self-esteem to make more profit. People way of thinking is way too
different from past days. Different brands are coming related to lifestyle, beautification and so on.
All of the brands are doing business ultimately. People when they are satisfied about themselves
they think about the betterment of others but the tendency of marketers is promoting more
competition among us. This is not a good sign for upcoming days. We all want peace and we can
ensure that when we have the feeling of cooperation among each other. Peoples need, demand and
want all have taken a different shape. So this new shape is instigating marketers for focusing much
on self-esteems. Trends and self-esteem is related with one another. Trends are changing more
frequently and people’s desire for self-esteem is also increasing. The marketers are doing ultimate
business focusing on self-esteem of people.

Distinction between ethical and unethical advertisement:

Advertisement is one of the most powerful tools of the business to attract customers. Customers
get to know about the firm, product or services from advertisement. They get attracted towards the
product if the advertisement is appealing enough to them. But some businessman doesn’t remain
in ethics and does unethical advertisement to sale the products.

Ethical advertisements are those advertisements, which are truthful, and it is not deceptive. If any
claim is done in the advertisement the claim must be with evidence and it must be fair enough.
The advertisement should sustain the actual quality of the product with full clarification.
If false claim is shown in the advertisement it becomes an unethical advertisement. A businessman
can show false quality of the product and exaggerate the quality of the product, which may not be
the actual quality of the product. For example: suppose businessman sales a medicine. He shows
in a advertisement that if one inhale that medicine no one will be affected by a certain disease and
if the disease happens he is going to pay a certain amount of money as a guarantee. And if one
person after inhaling the medicine get attacked by the disease and claims the money and then if
the businessman breaches the promise, it is an unethical advertisement.

Another example can be that if a businessman sales a machine with wrong advertisement of
specifications it can be an unethical advertisement. He can be made guilty and legal actions can be
taken against.

For ethical advertisement, some things need to be kept in mind:

Honesty

It sounds ridiculous, but one can advertise a given product without resorting to lies. Ethical
advertising respects the truth about its product. It never distorts the product's capabilities, or hides
its defects. Ethical advertising is also clear about its intentions, refraining from subliminal
messages or hidden agendas. Unethical advertising, on the other hand, will often distort or
misrepresent its product and well as seek secmeans of cajoling or influencing its target audience.

Legal issues:

A businessman must keep the legal side in mind before the advertisement. The product and services
must be legally approved. Moreover, if the company lags behind the legal formation and go against
the law for the advertisement, it can be paid off for the consequence. So the advertisement needs
to be legal as well as the social rules and rituals must amend it. It need to be amended by the law
for the products and services.

Awareness of society

Ethical advertising refrains from appealing to "base" human emotions such as fear, greed or lust.
It remains positive and optimistic, and doesn't exploit stereotypes based around race, gender,
religion or age. Unethical advertising, on the other hand, will prey upon the baser emotions of its
target audience. For instance, it will raise fears for the audience's health if they don't purchase the
product, or rely on sexually explicit images to generate interest rather than the virtues of the
product itself. Unethical advertising will also make use of socially reprehensible imagery:
depicting minorities as stupid or incompetent, for example, or women as dehumanized objects of
sexual conquest. (What is the difference between Unethical and Ethical Advertising)

Environmental issues

Ethical advertising operates with respect for the natural world and refrains from causing undue
harm to the environment. Such advertising doesn't depict a wanton or excessively consumerist
lifestyle, where the acquisition of objects is the sole reason for living. Furthermore, the means with
which the advertising is created should adhere to environmental standards -- using recyclable
components, for instance, or non-polluting creation methods -- and refrain from excessive waste.
Unethical advertisements are created without concern for the environment, and/or encourage
environmentally destructive behavior in its audience. (What is the difference between Unethical
and Ethical Advertising)

Truthfulness and Trustable

A businessman must be truthful for the products it is advertising. He must show the qualities,
specification and other things in the advertisement, which are really true. The contents must be fair
enough. It must me void. If the contents shown in the advertisement is not true a company has to
suffer for that as it is mandatory for an ethical advertisement to the fully trustable and true.

Some unethical are done for the following reasons:

Creating wrong fear

The old saying “if it bleeds, it leads” does not only apply to journalism. Advertising agencies and
clients love fear tactics. But, using them without the correct justification is unethical. If you are
trying to promote something that will save lives, like anti-drinking and driving, anti-tailgating, the
dangers of domestic violence, anti-smoking, or anything else that will do a direct public good, then
fear is justifiable. For example: If the insurance premium company creating the fear of risking the
life. (What Is Unethical Advertising?)

Political Advertising

But most political ads are referred to as “attack ads,” and they paint a very poor picture of the
opposing politician. These ads are designed to scare people into voting for the politician
responsible for the ad, making it seem like the whole world will come to an end if you elect the
wrong person. (What Is Unethical Advertising?)

Misappropriate leading of claims

If false claim is shown in the advertisement, it becomes an unethical advertisement. A businessman

can show false quality of the product and exaggerate the quality of the product, which may not be
the actual quality of the product. For example: suppose businessman sales a medicine. He shows
in an advertisement that if one inhale that medicine no one will be affected by a certain disease
and if the disease happens he is going to pay a certain amount of money as a guarantee. And if one
person after inhaling the medicine get attacked by the disease and claims the money and then if
the businessman breaches the promise, it is an unethical advertisement.

How good/targeted advertisements effects our shallowness and higher individuals

Behaviorally targeted: advertisement tends to induce a great deal of criticism for showing to raid
our privacy but targeted advertisements will beneficially alter a consumer's perception of
themselves - not simply the whole that is publicized to them. "Behavioral targeting" could be
a sensible advertisement that is a web promoting strategy that transmits advertisements
to individuals in keeping with their previous life history. This contrasts from
advertisements that are focus, in keeping with demographics (person age, gender, location,
occupation,) or those advertisements that are not targeted and are presented every one seeing
that online page.
How good/targeted advertisements effects our shallowness and higher individuals

Behaviorally Targeted: Behaviorally targeted advertisement tends to induce a great deal of

criticism for showing to raid our privacy but targeted advertisements will beneficially alter a
consumer's perception of themselves - not simply the whole that is publicized to them.
"Behavioral targeting" could be a sensible advertisement that's a web promoting strategy that
transmits advertisements to individuals in keeping with their previous life history. This contrasts
from advertisements that are focus, in keeping with demographics (person age, gender, location,
occupation,) or those advertisements that aren’t targeted and are presented every one seeing
that online page.

Good Impact on Society: Advertisements is incredibly crucial a part of our life or society as a
result of there are several sensible positive sides that changes our
society. Advertisement directly sensible affected our society by giving to
informational information. Suppose several rural individuals need to superstitious
notion regarding their health and child care, lack of information regarding their culture,
no plan regarding their desires however advertisement reduces those problems by
providing correct information. Our society system is unendingly dynamic as a result of we tend
to often get several new ideas, opinion, beliefs and information that helps changes our mind as a
result we tend to may seeing changes our society. Moreover, freedom of selection and advertising-
supported recreation, that is commonly a promoter of social amendment, is 2 vital elements of
society that are each promoted through advertising. Advertisement has voluminous role in
society. Thus we will say that create North American
country higher individuals. Advertisement has voluminous role in society.

Economic Benefits: Advertisement play vital role within the economic sector and
Advertising incorporates a variety of positive effects on economies everywhere the planets a result
of social science could be a scientific discipline involved mainly with description and analysis
of the assembly, distribution, and consumption of products and services. The way
to advertisement play vital role in society. Advertising will encourage corporations to vie and
supply new product and helps to push product and product. This encourages Brobdingnag
Ian customers to get as a result of these product meet the wants and needs of additional customers.
Thus, the economy is completely affected. Additionally,
advertising will facilitate produce additional jobs.
Thus, additional jobs are created thus advertising create our society higher life.

Awareness: Advertising creates awareness regarding our temperament, attitude, behave and
life vogue. Primarily advertising targeted our demographics’ awareness of problems. A well-
liked example regarding health care, someone is seriously sick however he
doesn’t understand he ought to head to that hospital. When seeing advertising he gets data then he
goes thereto hospital. Everywhere the planet advertising changes our life vogue by providing
necessary product.

Choice: Additionally to encouraging individuals to settle on the product that are higher for them,
advertising, a minimum of in democratic nations, permits people learning regarding the
political decisions and a good kind of lifestyles accessible to them and select those that
they notice best. For instance, within the USA candidates for associate no
appointive position usually run advertisements that debate political problems their strengths and
also the opponent's weaknesses. These advertisements encourage the USA to check the candidates
and select the one with whom they most agree.

Advertisements will create uneasiness for the 2 men and ladies by presently portrayal men as
hyper-manly and ladies as ultra-thin. Studies indicate girls and men feel that they
need further uneasiness to suit a part of the ultra-thin, culminate woman and also the hyper-manly
"buff-man. Most advertisements within the media these days depict the male and feminine to
seem on these lines that once more prompts associate elated feeling of tension and a negative
mental portrait.

Bangladesh indecent advertisement Act:

THE INDECENT ADVERTISEMENTS PROHIBITION ACT, 1963
In this Act, unless there's something repulsive within the subject or context,-
(A) “advertisement” includes any notice, circular or alternative Document, displayed on any
house, building or wall, or printed in any newspaper or periodical, and any
announcement created orally or by any means that of manufacturing or transmittal light-
weight or sound, however doesn't embrace trade circulars issued by makers of medicine to
medical practitioners;

(B) “indecent” includes some could quantity to any incentive to physical attraction and
excitement of impure thoughts within the mind of traditional} man of normal temperament, and
has the tendency to subvert and corrupt those whose minds are hospitable such immoral
influence, and that is deemed to be prejudicial to public morals and calculated to
provide pernicious result, in depraving and debauching the minds of persons;
(C)“Taking any half within the publication of any advertisement” includes-
(I) The writing, typing, stamping, drawing, announcing, printing or transmittal of the
advertisement;
(ii) The publication of any advertisement outside Bangladesh or at the instance of a person
residing in Bangladesh.

Ethics in promotion
Nowadays, advertise area unit additional exaggerated and a great deal of puffing is employed. It
looks like the advertisers lack data of moral norms and principles. They simply don’t perceive and
area unit unable to determine what's correct and what's incorrect.
Need for Advertising
Advertising may be a media human action data to the shoppers that permits them to match and
select the various merchandise. It offers a concept to create the client to right selection. It’s a most
economical means that wherever the manufacturer or Associate in nursing structure body will
communicate to a customer’s whether or not to sell a product or promote their product advertising
conjointly increase the political economy of the developing country.
Advertising and therefore the moral Aspects
Ethics means that a group of ethical principles that govern a person’s behavior or however the
activity is conducted. And advertising means that a mode of communication between a vendor and
a purchaser. Therefore, ethics in advertising means that a group of well-defined principles that
govern the ways that of communication happening between the vendor and therefore the purchaser.

• Youngsters: Children area unit the main sellers of the ads and therefore the product. They need
the facility to persuade the consumers. However, once advertiser’s area unit exploitation
youngsters in their ad, they ought to bear in mind to not show them alone doing their work on their
own like brushing teeth, fiddling with toys, or infants holding their own milk bottles as everybody
is aware of that nobody can leave their youngsters unattended whereas doing of these activities.
Thus showing folks conjointly concerned altogether activities or things being publicized are going
to be additional logical.

• Alcohol: until these days, there hasn’t return any liquor ad that shows anyone drinking the first
liquor. They use drinking water and sodas in their advertisements with their name. These varieties
of ads area unit known as surrogate ads. These varieties of ads area unit entirely unethical once
liquor ads area unit entirely prohibited. Thought there are not any advertisements for alcohol,
individuals can continue drinking.

• Cigarettes and Tobacco: These merchandise ought to be ne'er publicized as consumption of

those things is directly and badly to blame for cancer and alternative severe health problems. These
as area unit already prohibited in countries like People's Republic of Bangladesh, India, Norway,
Thailand, European country and Singapore.
IMPACT OF ADVERTISING ON Women and Children

Positive Impacts of Advertising on women

Advertisements area unit messages acquired by a business or publicist and delivered via a
transmission with the plan to persuade a woman audience to love a whole develop an additional
favorable angle or shall obtain.
• Awareness: an efficient and infrequently perennial promotion helps ladies’ audience become
additional aware of whole and ideally bring it to mind once a requirement arises that that whole
intends to fulfill.
• Data and Education: promotion serves to tell and educate ladies customers. This can be very
true once new whole or merchandise area unit introduced to the market or once product
complexness means that additional education is needed. Understanding the worth of Associate in
nursing advertiser's whole relative to the wants they need helps ladies’ customers build additional
familiar choices.

Negative Impacts of Advertising on ladies

We board Associate in nursing age inundated with advertising, from commercials on TV to posters
on the edges of buses. We tend to see ads each time we tend to open a magazine or decision up an
internet page on the web. All that exposure encompasses a vital result, and therefore the stakes
area unit typically quite deciding whether or not or to not obtain an exact product. Women, above
all, will suffer some serious psychological blows from the refined and pervasive effects of
advertising aimed toward them
.
• Excessive Thinness: One out of each four feminine faculty students engages in unhealthy means
that of dominant their weight. This comes in no tiny half thanks to advertising and commercials
portrayal to a fault skinny ladies. Unhealthy body pictures in advertising notwithstanding whether
or not they area unit wont to sell weight-loss merchandise or one thing else project Associate in
Nursing unreal image of women's weight, and may contribute to the event of eating disorder,
bulimia and alternative serious feeding disorders in ladies.
• Ageism: Alongside weight problems, advertisements typically depict terribly young and
impossibly lovely ladies. Advertiser’s covert young demographics since them typically have
additional pocket money. Which will end in favoritism, significantly against ladies.

• Consequence: Free Fantasies: several ads gift consequence-free situations with lovely
individuals enjoying, say, food or video games. Such pictures imply that one will live a healthy
life-style by getting such merchandise, once in reality, the alternative is commonly true. once let
alone alternative pictures bestowed to ladies thinness, youth and gender it creates a dangerous
impression that such a way of life is come-at-able, once of course it will typically end in low-self-
esteem and damaging habits.

Positive Impacts of Advertising on youngsters

There don't seem to be many folks within the world these days that may trouble the actual fact that
youngster’s area unit our future. Youngsters’ area unit those that has to stick with it family
traditions, still build and develop new public comes, and still learn and expand the data of the
humanity. Thereupon aforementioned it's necessary to grasp that youngsters also are future
customers. Advertising to youngsters has long been a really victorious thanks to build a solid client
base which will win the minds of youngsters so as to secure a lifespan of client getting. It’ll produce
the selling of the merchandise through the kids.

Negative Effects of Advertising on youngsters

• In fact, these days eighty four of oldsters take their youngsters alongside them once shopping for
merchandise that don't seem to be child-products just because youngsters have an enormous say
in shopping for choices. Advertisements do have nice impact on youngsters whether or not it's call
of buying toys, dresses or imitating their favorite characters.

• Several advertisements today embrace the damaging stunts which might be solely performed by
the specialists solely. Although the ad maker shows the warning the child’s area unit merely
imitating the stunts which is able to dangerous to their life. Ethics in promotion and Impact on
ladies and youngsters twenty-five Impact issue (JCC).
• Junk foods appreciate pizzas, burgers and soft drinks area unit heavily promoted throughout the
T.V. viewing time this develops a longing for fatly, sweet and style foods for child’s, thereby
touching their health adversely.

Impact of advertisement on Youth and Older people

Advertisements are messages paid for by a business or advertiser and delivered via a mass medium
with the attempt to persuade audience to like a brand, develop a more favorable attitude or intend
to buy. Advertisers often target young customer for certain products because they know that
younger people are more concern about them, current trend. Younger people age between 16 to 25
are more likely to spend time with their friends and the products that are being used by other people
of their circle influence them. Advertisement has more impact on younger people both positive
and negative impact.

Positive impact of advertisement on youth

Inspired by celebrity: Celebrities have impact on youth. Younger generation has a trend to follow
celebrities as they spend most of their time on social media, watching movie etc. Some of them
follow celebrities as role model, which has a positive impact. If the celebrity who has good name
frame increases social awareness by advertisement, there is high chance that younger generation
will follow the rule. Ex: Indian celebrity Akshay Kumar promoting traffic awareness by
advertisement.

Charity: Some charity ads inspire youths. They shows emotional pictures, which attracts younger
people as they are likely to be more emotional than adults are. So they become inspire and do many
social work like donating in a disaster, cleaning the city, educate the poor children etc.

Donation: Donation ads inspire younger people by giving advertisement. Ex: your one bag of
blood can save a person. Please donate blood and save people as many as you can. This has a
positive impact and ultimately it helps the society.

Persuasion of a good career: Younger generation trends to be ambitious so, they are more to
persuade a good career. There are many advertisements on higher study in abroad and there are
many opportunities. It enables them the opportunity to go abroad, study, and persuade a good
career.

Negative impact of advertisement on youth

Advertisement does not have only positive impact but also negative impact. Most of them are
because of false advertisement. Many of them are given below:

Celebrity impact: Yes, it is true that celebrities have a positive impact but it also has a negative
impact. Youngers follow them as a role model so they try to use those products, which the
celebrities advertise, but we cannot deny the fact that most of those products that have been
advertised by celebrities are expensive. But they don’t want to consider the facts and buy those
products which they do not need necessarily. It causes them wasting their money.

Falsely motivated: Some beauty products give false information as if your skin tone would be
whiter by using their fairness cream overnight. It is a very wrong information; no beauty product
can make you beautiful overnight. Younger generation falls under their trap and spends a lot of
money on their product, without even thinking twice. At the end, they waste their money and time
on these products. They also waste a lot of money on so-called detox tea, diet food etc.

Loses self-confidence: After wasting so many monies on those products and when they see that it
was just a waste of money and the outcome is nothing then they become frustrated and started to
lose self-confidence. They think that using those beauty products, losing weight could be the only
way to look beautiful. However, the fact is everyone is beautiful in his or her own ways. Being
beautiful is how you represent yourself not following others and wasting money.

Trust issue: Now online business has become very common in every country. They provide many
advertisement like getting a product in cheap price, it saves both money and time, variety of options
etc. Now there are so many online pages are there that people cannot differentiate which one is
trust worthy which one is not. So sometimes they fall under trap and orders products from fake
online pages. When they come to know the fact that they have been cheated then trust issues
become very common in them. They cannot easily trust other good and reliable pages.
Impact of advertisement on older people

Well, advertisement has less impact on older people compared to women, children, and younger
people. Behind this, there is also a valid reason. Now a days, most of the advertisement are
broadcasted on social media, internet etc. because in this technological era, few people will be
attracted by a newspaper advertisement or just a poster. People use social media and that’s how
they come to know about the advertisements. But the older people, retired people trend to use less
social media. They are now used to use technology so, sometimes there are some product that they
want to buy but they don’t know about the advertisement and could not find the offers which are
going on. Therefore, they rely on the traditional way and just go to the store and buy the product
they need. Some of them see the ads on television but they are mainly not interested to buy it.
Because the age is a factor. At the age of 70 to 80, they become more home oriented and those
things do not attract them much. They are mostly stay busy with religious things, family etc.
However, some of them are familiar with technology. They use social media for getting relief from
loneliness. They are familiar with the advertisements and often inspired by those advertisement.
But most of the older people do not use social media that much and don’t know about the
advertisements. Advertisement doesn’t affect them much. They like to spend their time with their
family rather than spending time on social media.

Everything has both good and bad side. The thing is which side we chose. Advertisement has both
negative and positive effect on youth and older people. Youth has more impact than older people
do.

Examples

Advertising is not just a reflection of pop culture and societal trends; in many ways, it can influence
individuals as well. And over the last 20-30 years, the links between advertising & human
personality cannot be ignored.
A research done by behavioral scientists divided participants into two groups. Both were shown
ads for a High-end, “sophisticated” watch brand. The participants of 1st group, (Group A) said that
the ad was targeted at them, while group B told it was not for them.

After evaluating themselves it was found that the participants of group A is more sophisticated
than group B. Group A has more likely to buy the watch than group B. Because since they think
of themselves as the customer of Rolex. So the advertisement done by Rolex put impact on their
self-esteem.

Example 2:

BMW is widely known as a very sophisticated brand with a good range of targeted customer. They
provide cars for both classes of people by their Luxurious series (BMW 7 series) & economic
series (BMW 3 series).

Whenever they do their ad of BMW 3 series, upper-middle class people tends to concentrate to the
ad & whenever they do the ad for the all new BMW 7 series, High class people tends to concentrate
because it put impact on their self-esteem.
These sort of tendency to put impact on people’s self-esteem encourages advertisers to be more
transparent with targeted ads, when the ads they are targeting imply positive qualities, according
to the researcher. Advertiser of some high brand products like Apple, Jaguar, Mercedes targets
niche market. They do not always broadcasts ads on television or social media because they have
a targeted niche market. The market niche defines the product features aimed at satisfying specific
market needs, as well as the price range, production quality and the demographics that it is intended
to target. Advertiser of Mercedes does not always broadcast advertisement on television. Rather
they focus a target market and shows the advertisement to them because they know that normal
people will not buy their products. Ex: Apple’s I phone which is made of normal metal are shown
in social media or in an advertisement but I phone which are made with gold will not be shown on
social media, they will be shown to the high class people like people lives in Dubai, Abu Dhabi,
Saudi Arabia etc. Some parts of a Mercedes or hybrid car are often made of golds for selling in the
niche market.

Conclusion

We cannot deny the impact of advertisement on people’s self-esteem. It has both positive and
negative impact on people’s life. It influences people to buy a particular product and it also helps
people to know about the current price, range etc. of a product they want to buy. The negative
impact cannot be ignored too. Some of the advertisements influences some targeted people so
much that cannot restrain themselves from buying it. But the question here is do they really need
the product or they just buy it for satisfying themselves and to show off. People should also
consider that they should not waste too much money on those products which they do not need
and just buying to fulfil their self-esteem. They should focus on their necessity rather than wasting
and showing off. They should know that the life of a celebrity or others are not same as them. I am
not saying all the celebrities lead a high class life. Some of them lead a simple life. The thing
everyone has a different life, atmosphere, family etc. they should lead their life according to their
atmosphere not fully coping others.
Recommendation

Here are some recommendation to maintain the good effect of advertisement

• Real work experience is more valuable than any education.

• Never overestimate the value of advertisement.
• Public should pick what is useful for their best use. Do not take all advice for granted by
advertiser.
• No advertisement should be allowed regarding drugs and medicines, foodstuff, until they
are granted a license of their being of reasonable quality by the medical departments
concerned.
• Advertise maker should be honest with their work. Never lie or mislead to the consumer.
• Advertisement should create integrity and honesty among consumers for the social welfare.
• There should not be any unfair attack towards other company’s symbol or trademark.
• Celebrities should use the product by themselves before advertising it.
• Fairness cream or other similar kind of products show focus everyone and should promote
being beautiful not being fair.
• Advertiser should also keep in mind that how children will react after seeing their product.
• They should omit vulgar advertisement or any kind of advertisement, which shows
vulgarity.
• Keep in mind that their advertisement delivers social massage sometimes.
• Baby products should be tested specially baby foods severely before advertisement.
• Moreover, they should not broadcast any kind of false information on television or social
media.
Bibliography:

Heilpern,W. (2016,April 6). Business Insider. How targeted ads could affect our self-esteem and
make us better people.

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How does advertising affect women’s self-esteem? (2011, June 10)

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affect-womens- self-esteem/

How do beauty product ads affect consumer self-esteem and purchasing? (2010, October 18). Journal
of consumer research.

Retrieved From https://www.eurekalert.org/pub_releases/2010-10/uocp-hdb101810.php

Suggett,P. (2018,July 29). The impact of advertising on body image. Can today’s ads be harmful
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https://www.linkedin.com/pulse/3-most-important-aspects-advertising-leslie
stoutehttps://www.linkedin.com/pulse/3-most-important-aspects-advertising-leslie-stoute

Report on group members

Each members of my group has done excellent work about the report, they were so supportive and
cooperative. They even did their work, which they were assigned during the Eid vacation. They
delivered excellent group work. The abstract and introduction part was done by Purnata dutta and
she delivered me within time. The Advertising aspects was done by Ishrat Fahmida Moukuri, she
described the aspects elaborately and she is also our group co-leader. How advertising affects self-
esteem was done by Mahdi Bente Selim, she is also our another co-leader. Why marketers target
customer’s self-esteem was done by Abidur Rahman Kushal. Distinction between ethical and
unethical behavior was done by Habib Redwan Rafi. How good/targeted advertisements effects
our shallowness and higher individuals, Ethics in promotion was done by Md Miadul Islam
Bhuiyan. How advertisement affect women and children was done by Ragib Ahmed. How
advertisement affect youth and older people was done by Tasirul Haque Anik. Rest of the
conclusion, recommendation, examples was done by Tanzila Tamanna, (Leader). All of my group
members has done excellent work and without their help and hard work, we would not be able to
deliver this report. I hope sir you would like our report, drama and hard work.

We have counted the total word and that is 9000 words, Thank you Sir.