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Received: 13-01-2019 Revised: 16-04-2019 Accepted: 21-05-2019
ABSTRACT
In the era of globalization, everyone is in competition with others. The world of advertising is also not an exception. Controversy in marketing is nothing new. At any cost, advertisers want to attract the attention of the viewers towards their product. They are always looking for ways to do that. Some also get tangled into controversial issues either intentionally or not, which can harm their brand image. The goal is just one and single - to sell the product by hook or by crook. While some advertisers have undertaken controversial advertising campaigns which have been very successful, some have been damaging to the company. Overtly or covertly, the advertisers break ethical guidelines, challenge the norms set up by the supervisory bodies. When protest erupts, either the advertisers drop those advertisements form being broadcast for a temporary period or move up to the court to fight for their reasons. This research paper focuses on the violation of the advertising ethics in Indian advertising being practiced since many years and its effects on the audience and also to find out the loopholes in the controversial advertisements.
Keywords: Controversial Advertising, Ethics, Violation, Brand, Product
Every day we are exposed to up to five thousand advertisements. They are everywhere - on our phone, televisions, newspapers, radios, emails.... the list is endless. The world is changing fast, including the way businesses advertise their brands. A brand is a name, term, design, symbol or other feature that distinguishes an organization or product from its rivals in the eyes of the customers.
Advertisers since time immemorial take bold steps to promote their products. Whether the brand is advertised on TV, on radio or in the newspaper, methods of advertising are changing. As the amount of advertising increases, it would appear that there has been an increase in the amount of controversial advertising shown in various media. Brand promotion is the key concepts of advertising. Therefore, to promote the brand, advertisers have to take some steps which sometimes appear as controversial, where they shock people in order to grab their attention. Shock advertising uses different techniques, some of them include advertising that include sexual references or even makes people feel bad about them. Some of...