Ethics in Advertising: An overview of Advertising Tactics and the Ethical Implications Aswini P. M.*, Sasiraja S.** *Research Scholar, Department of Management Studies, Anna University, Chennai, India **Research Scholar, Department of Lifelong Learning, Bharathidasan University, Tiruchirappalli, India Online published on 15 April, 2014. Abstract "Advertising is a non-moral force, like electricity, which not only illuminates but electrocutes. It's worth to civilization depends upon how it is used." - J. Walter Thompson In this article, we described about the ethics in advertising and how they implemented in this present scenario and an overview of advertising tactics. Ethics is a set of moral principles which governs an individual behaviour or how the activity is conducted. Advertising is said to be a mode of communication between a seller and a buyer. Thus, ethics in advertising implies a set of well defined principles which governs the way of communication between the seller and the buyer. Ethics seems to be the most important feature of the advertising industry. Though there are numerous benefits of advertising but there are few points which don't match the ethical norms of advertising. An ethical advertisement is one which should not lie, should not make fake or false claims and should be in the limit of decency. Top |