Exam 18: Social Impact,responsibility, and Ethics: Is It Right

Discuss the key ethical issues of taste,stereotyping,use of sex appeal,and targeting children.How do advertising professionals deal with these issues?

________ speech promotes buying and/or selling products.

Personal judgment and moral reasoning rest on ________.

Pfizer is a large pharmaceutical company that has dramatically increased its direct-to-consumer television advertising of prescription drugs.However,Pfizer has stringent in-house ad review procedures,including reviews by agency and client attorneys.Pfizer is concerned that any claim made in an ad is verifiable and that the ad is executed in good taste.What type of advertising self-regulation does this illustrate?

Critics of advertising tend to argue that advertising has the power to shape social trends and the way people think and act.

Which of the following is the best example of the type of advertising self-regulation referred to as self-discipline?

Which of the following is NOT considered by the FTC when determining the reasonableness of a claim in an advertisement?

The first step in the regulation process after the FTC determines that an ad is deceptive is the issuance of a cease-and-desist order.

For an advertisement to be ruled deceptive,the deception must influence consumers' decision making about products and services,which is known as ________.

Common designs or symbols can be copyrighted.

Which federal agency was formed to protect the public interest in radio and television broadcast communications?

Bob,a brand manager for a national brand laundry detergent,noticed a claim made in a competitor's advertisement that falsely indicates that its brand performed better than his company's brand.What must Bob's company prove to win a false advertising lawsuit over this comparative claim?

Which of the following gives the House of Representatives and the Senate joint veto power over FTC regulations?

Many advertisements for weight-loss products feature before-and-after photos of individuals who have lost an astonishing amount of weight.While these products may work for some people,the results shown in the ads may not be typical.What are regulators' concerns regarding these ads,and how do advertisers of these products get away with showing such demonstrations?

OfficeMax has an advertisement that shows an African American with a bushy 1970s-era natural,or "Afro," hairstyle dancing among office cubicles as he dispenses office supplies to fellow employees.The music he is dancing to is a famous song,"Rubberband Man," recorded by an African-American singer.While OfficeMax claims this ad has been received favorably by consumers,the response could have gone the other way.Explain why.

A class-action lawsuit was brought against McDonald's charging that its food has contributed to the nationwide obesity epidemic.The suit was eventually dismissed,but many critics continue to point out the health dangers of typical "fast food" menu items.These critics are concerned that the fast food industry has used ________.

Which type of self-regulation occurs when an advertising agency develops,uses,and enforces norms within its own practices?

Because standards of good taste are generally consistent across a culture,creating general guidelines for good taste in advertising is straightforward.

With respect to prescription drugs,the Food and Drug Administration's primary job is to determine whether the drugs are marketed in a responsible way.

You,as a consumer,think that an advertisement you saw on television for a national brand is making a false claim.What can you do about it?