Ethics of advertising can be evaluated in terms of formal and material. Formal aspects may deceive, implement, operate and manipulate the human subconscious and the philosophical understanding of man, so it can influence and control human mind. The material aspect is ethically problematic in offering goods or pushing ethical problem needs, even though their formal aspect is absolutely correct. There is legislation which prohibits the use of deceptive advertisements, but in many cases this law is violated. Law then defines misleading advertising as any type of advertising which deceives or is likely to deceive the persons whom it is adressed or whom it reaches and its deceptive character has arguably affect their economic behavior. The main problems of ethics in advertising practice we may include these factors.
First case is called comparative advertising. In case of evaluation products or services by Testing institute, which is an independant expert commitee or consumer organization, which is crucial in terms of customers decision making, therefore the assesment is entirely acceptable from both legal and from an ethical perspective. According to the advertising council, advertising mustn´t either directly or indirectly discredit other products by comparison. Many ads circumvent the rule by comparing to the so-called "Ordinary detergent or soap". In one of the commercials on the so-called white electronics, the company relied on the assertion that only their iron is sparing to laundry, because it doesn´t burn the inflated baloon. In subsequent tests became clear that even an ordinary iron doesn´t burn the inflated balloon.
Second type of advertising applies especially to advertising media and their own news section. It is always controversial when it appears in a report some information about particular company, service or product. It is hard to evaluate, whether it was needed for the news or the journalist was personally involved in this promotion. For an illustrative example of hidden advertising we may see series of James Bond movies. However, it is very questionable to believe that it is surreptious advertising, because this form of promotion is accepted not only among Bond fans, but more or less by general public.
Third type is called use or abuse of women and children in advertising. Psychological knowledge proves that women in general are more affected to the view of children in advertising. Therefore, children are mostly placed into the ads to increase the attention and the attractiveness of the advertisement. Looking for a small children evokes parental emotion. The same case is with the abuse of women to promote men products. Another problem with this behavior of advertising agencies is the advertising of women as a means of promoting, as an advertising artifact.
To sum up my essay I would like to emphasize the important status of advertising in our society. Advertising helps us to orient among the wide range of products. On the other hand they use unethical practices, such as telemarketing companies who call random people and try to sell their products by using any methods. Nowadays people have to be extremely prudent when they sign anything and read everything carefully. Advertisement is everywhere.