Advertising (in English: Advertising), (in French: Publicité) advertising has its roots in the social life of humans, it is an action in which a seller or producer tries to make a potential buyer aware of the production of this product by doing something. This action is done by various methods is done
Today, advertising has a significant presence in the field of information and is considered the main and important part of media work and one of the important sources of media economy; For this reason, people who are active in the field of ethics in the media constantly state that the reporter should not mix the journalism profession with advertising work and should not accept any direct or indirect rewards from advertisers.
Guaranteeing high and continuous sales, showing the importance of the product compared to similar products, making it easier for sales distributors, and not forgetting the product by the customer and registering it in their minds are among the things that researchers in this field have listed for advertising purposes.
Attributes
A- Advertising is like the process of mass communication including receiver, sender, message and feedback.
B- The advertisement is published against a pre-specified or agreed amount.
C- Missionaries or advertisers can do it through various tools and mass communication channels.
D- Usually, the advertisement is published for a specific target audience group, and the advertisers already know the political and social characteristics of the target group.
F- The purpose of advertising is to attract the attention of the audience to buy.
1- Advertising should be continuous.
2- If the advertisement is published in audio and video media, its broadcast time should not be less than 30 seconds.
3- To be expressed or written in a language that the general public can understand.
4- Before publication, the specific target group and advertisers should consider their full characteristics.
5- Before publishing the advertisement, the market situation, the possible level of acceptance, the sales status of the product and the level of acceptance of the product should be evaluated.
Although in general; Commercial companies invest in advertising with the assumption that it will increase sales, but there are criticisms on it. For the first time, advertising was criticized in an academic center in America, then a private society was established under the title “Anti-Advertising Society”. This society had criticisms on commercial advertising, some of which are as follows:
1- The message published in the ad is most likely not true.
2- The advertisement will have a negative impact on the society because it makes claims in cases that are not true and factual;
3-Advertising will have a negative effect on the audience’s taste and mood because it is constantly repeated in the media.
4- Advertising will increase the class gap;
5- Consumerism, fashionism, objectification of life, and objectification will flourish as a result of advertisements.
6- Companies that have more financial power will become more powerful in the advertising process.
7- Advertising causes the exclusive growth of big media. Big media monopolies work to the detriment of smaller media companies by lowering prices on the one hand and increasing coverage and giving space to advertisers.
8- Advertising is viewed as an act that manipulates minds, enters people’s privacy uninvited and encourages people to buy items that they do not need or that are harmful to them.
9- In the process of advertising effectiveness, children are more easily deceived than adults due to their cognitive and social development.
10- Advertising affects value systems and weakens them.
11- Since advertisement is the source of income for the media, by exerting influence and putting pressure on the media and abusing them, they direct the content of the media directly and impartially to their interests, and in case of resistance, Against this media influence, they face the risk of losing their financial support.
In 1937, at a congress in Berlin, Germany, principles were approved under the title of basic principles of international regulations on advertising ethics, some of the provisions of which are as follows:
– Advertising is a type of media service for the public, the success of which depends on the level and level of trust of the audience, so no issue should deprive the audience of this trust.
Considering that one of the main reasons for the success of advertising is the degree of impact of the advertised product on the target audience, therefore, there should be no obstacle to neutralizing or neutralizing this impact.
– In order to promote their products, companies and organizations should emphasize the truth and present their products without any exaggeration.
– The detailed specifications of the product, such as weight, composition, price and type of after-sales service, should be announced in the advertisements.
– Pharmaceutical advertisements should not be presented in such a way that the preparation and consumption of that medicine is considered the main method of treating the disease.
