A Study on Bangladeshi Television Commercials (TVCs)

Faysal Alam (01717192812)

www.facebook.com/outrival

Introduction
Advertising is a communication tool used by the marketers to persuading the potential
buyers to purchase certain product or service. It plays a pivotal role in achieving the
financial and commercial objectives of the companies concerned. The role of advertising
is also vital in the cutthroat competitive environment and the mushroom branding in the
present century. The challenges of the age demand a bit more of the marketers towards
informing, educating and facilitating the customer as to how to have a timely access to
certain product or a service in a novel and innovative way. The marketers are therefore
devising ways to make advertising more effective.
Despite the fact that advertising is an effective tool for the business along with its being
an important element of the modern age and a fast growing industry, the public image of
advertising is still a matter of great concern.
Advertising is criticized for its presenting misleading information, promoting adverse
values, fake claims, and subliminal seduction messages and persuading people to buy
things they no longer need. Again, this industry is blamed of spreading unsustainable
consumption patterns around the world over and encouraging excessive consumption. All
the foregoing aspects are apt to hinder its effectiveness as well as efficiency as a
marketing tool. Therefore, it is critical of the advertising concerns to follow the public
opinion advertising for it’s for reaching impact on the economy, cultural values and on
the business itself.

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The Purpose of the Study
The purpose of the study is to answer the question; Are the advertisements ethical? Can
they be ethical, should they be ethical?

Objective of the Study
Obviously, the research would lead us towards what information we want from the
market. Therefore, it is very important for us to have objectives of our own to carry out
the research in order to have a proper guideline through out the research.
This report is prepared to serve the objectives as follows:

 To define Ethics and its dimensions
 To define and discuss advertising ethics
 To reviews the religious sentiment of Bangladeshi people and their choices
regarding advertisements

 To find and explain the Bangladeshi TVCs from ethical perspective
 To know the viewers remarks on ethical aspects of Bangladeshi TVCs
 To give some recommendations to eliminate the unethical aspects from the TVCs
of Bangladesh

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Research Question
This study aimed at investigating the consequences and impact of television advertising
upon the consumer and viewers general attitude. Keeping in view the ever growing need
for understanding the people for their being an important segment of the customers
purchasing the products and services the following research questions were posed:

 Is the television advertising creating any ethical, economic, social and regulatory
concerns among people?

 Do the consequences of the television advertising predict the general attitude of
the consumer in Bangladesh?

Analysis Tools
The descriptive statistics were made use of for analyzing the consequences of the
television advertising and ethics. The t-test was resorted to determine the significance of
the descriptive statistics with the reference value of 3. To determine the relationship
among the various elements of the television advertising consequences and ethics,
Pearson’s correlation coefficient was used. Linear regression model was used while
determining the influence of the television advertising consequences upon the attitude of
consumer towards the television advertising. All tests were conducted at 5% level of
significance.

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Methodology
The research aimed to investigate the activities related to the advertising. The study was
conducted focusing on the ethical. Mainly this is a qualitative research, for this reason
Opinion pool survey has been done and Likert scale is used for data analysis that include,
a measurement scale with five response categories ranging from strongly disagree to
strongly agree and it requires the respondents to indicate a degree of agreement or
disagreement with each of a series of statements related to the stimulus objects. This
research is based on the questioning of respondents. Each respondent are asked a variety
of questions include each questionnaire regarding their behavior, intentions, attitudes,
awareness, motivation, demographic and lifestyle characteristics. Total numbers of
responses are 50, due to time and budget constraint and they have been selected randomly
in the Dhaka City. The response rate was 100%.

Primary data is collected through:

 Survey among general people
 Interview with some personnel related with ad making, media, and social worker.
 Personnel directly related with company

Secondary information will be collected from market research organizations’ reports, like
Marketing and Social Research, Internet articles and publications, and also from
concerned personnel. Data also collected from internet, books, advertisements journal etc.

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Limitation
 This research is subject to several limitations, some of which are:
 Financial constraints limited the survey being done in only Dhaka City.
 Language barrier: The questionnaire did not have a Bengali version, which
prevented us from getting a large audience to be involved in the survey.

 Survey should conduct on only concern people who not only conscious about
product advertisement, but also concern about social and ethical values of
advertisement.

 Survey conducted on only limited numbers of audience. So it was tough to get a
clear idea about peoples thoughts.

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Difference between Marketing & Advertising

Let's start off by reviewing the formal definitions of each and then I'll go into the
explanation of how marketing and advertising differ from one another:
Advertising
The paid, public, non-personal announcement of a persuasive message by an identified
sponsor; the non-personal presentation or promotion by a firm of its products to its
existing and potential customers.
Marketing
The systematic planning, implementation and control of a mix of business activities
intended to bring together buyers and sellers for the mutually advantageous exchange or
transfer of products.
After reading both of the definitions it is easy to understand how the difference can be
confusing to the point that people think of them as one-in-the same, so lets break it down
a bit.
Advertising is a single component of the marketing process. It's the part that involves
getting the word out concerning your business, product, or the services you are offering.
It involves the process of developing strategies such as ad placement, frequency, etc.
Advertising includes the placement of an ad in such mediums as newspapers, direct mail,
billboards, television, radio, and of course the Internet. Advertising is the largest expense
of most marketing plans, with public relations following in a close second and market
research not falling far behind.
The best way to distinguish between advertising and marketing is to think of marketing as
a pie, inside that pie you have slices of advertising, market research, media planning,
public relations, product pricing, distribution, customer support, sales strategy, and
community involvement. Advertising only equals one piece of the pie in the strategy. All

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of these elements must not only work independently but they also must work together
towards the bigger goal. Marketing is a process that takes time and can involve hours of
research for a marketing plan to be effective. Think of marketing as everything that an
organization does to facilitate an exchange between company and consumer.

Advertising theory
 Hierarchy of effects model
It clarifies the objectives of an advertising campaign and for each individual
advertisement. The model suggests that there are six steps a consumer or a business buyer
moves through when making a purchase. The steps are:
1. Awareness
2. Knowledge
3. Liking
4. Preference
5. Conviction
6. The actual purchase

 Means-End Theory
This approach suggests that an advertisement should contain a message or means that
leads the consumer to a desired end state.

 Leverage Points
It is designed to move the consumer from understanding a product's benefits to linking
those benefits with personal values.

 Verbal and Visual Images

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Benefits of Advertising

 Communication
The organization has to attract the customer and create a market for its products. For this
purpose, advertising is the most powerful and widely used tool for communicating
message regarding products/services to a large target audience.

 To raise the standard of living
In our developing economy, adverting with its micro and macro level influences exerts
vast and varied influences that have played key role in raising the standards of physical
and material well being of the Indian society.

 To make market competitive
In India, one finds many innovations being introduced which has changed the market
structure from seller's market, and thus the result is more competitive market conditions.

 Product differentiation
It is a fact that advertising brings about products variety through real and psychological
product differentiation.

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Critical Evaluation of Advertising

Though many benefits are achieved through advertisements, the ad message is becoming
more and more exaggerated. To achieve competitive advantage, advertising magnifies
unimportant differences, resorts to clever, tricky product promises, and claims more and
more unbelievable benefits. The customer finds many advertisements as false, deceptive,
or misleading. Consumers are uncertain regarding whether or not the performance of a
product purchased will in fact meet their needs. If they find that the product lacks in
quality, advantage, durability etc., as advertised they might not buy it again, and develop
an aversion to every other product of that company.

TVC – a Wide Advertisement Form
The best times for commercials are the times at which people wait for something special
like the news or sports. At these times advertising can be very successful, but it is also
very expensive.
TV is one of the most powerful advertising medium, because you can get very detailed
information about a product. Depending on your target group you have to decide the
time, when your spot shall be shown. It is not useful broadcasting an ad about cars in the
children’s programmes because this is not your target group, they cannot buy a car. In the
afternoon there are many films on TV, which are interrupted regularly. At that time
advertising can be very expensive. In fact, TV-adverts have a strange impact. You might
have noticed how well you can remember slogans long after the spot is over.
A television advertisement or television commercial, often just commercial, advert, ad, or
ad-film (India)–is a span of television programming produced and paid for by an
organization that conveys a message. Advertisement revenue provides a significant
portion of the funding for most privately owned television networks. The vast majority of
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television advertisements today consist of brief advertising spots, ranging in length from
a few seconds to several minutes (as well as program-length infomercials).
Advertisements of this sort have been used to promote a wide variety of goods, services
and ideas since the dawn of television.
The effect of commercial advertisements upon the viewing public has been successful
and pervasive.
In many countries, including the United States, television campaign advertisements are
considered indispensable for a political campaign. In other countries, such as France,
political advertising in television is heavily restricted, and some, like Norway, completely
ban it.

What is Ethics?
Ethics have always been an important aspect of every business activity, although the term
has meant different things at different times in different lands to different people.
Nonetheless, as ethical concerns are an inseparable element of business, advertising can
not ignore them. Sadly, the advertising industry has rarely cared to look beyond
immediate marketing objectives. The argument in the industry is that it is the
government's job to judge what is right and what is wrong. Shirking its own
responsibility for regulation, the industry has belittled business values and agencies have
harmed their balance sheets.
For any business, customer is very important, and businessman attempt to communicate
to all their target customers using means of communication like advertising and sales
promotion. Advertising is a very powerful and most commonly used tool.

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Factors that affect Ethical Behavior: Ethical Approaches
in Advertising
In Industrialized Society every person becomes an Individual, thus the consumer types
differentiates; social, cultural and psychological different comes out even in a family. The
advertisements became an authority in society. They show the way what to do for being a
model, image like in the ads. The advertiser tells us; buy it, use it and buy another thing
to substitute. Advertisements also tell us; we can buy success, happiness and love with
that advertised products, service and brands. So the consumer also buys the life-style with
the product. The Advertisements became the role of educators and family. While
watching the ads, consumer compares the life in ads and his own life and finds his life
ordinary and meaningless. Because of this reason, the advertisements became an imitated
model and image. In our society the ethical investigations comes out because of all this
points of advertisements. First of all, we should explain, what ethic is and how can we
use ethical approaches in advertising. Ethic is known as moral values and consuetude in
terminology and plays a role as social rules in a society. Cause to technological fast
development, the need of hedonist consumer should be matched with advertisements for
hedonistic popular culture. Searching for ethics in advertising comes out with critics
against advertising. These critics are about; misleading information about a product or
service (deceptive advertising), unfair competition, women as sexual object, children as
easy victim and indirect costumer, psychological, cultural, sexual advertising impacts.

Deceptive and Misleading Advertising
Conceptually, deception exists when an advertisement is introduced into the perceptual
process of some audience and the output of that perceptual process differs from the
reality of the situation and affects buying behavior to the determent of the consumer. The
input itself may be determined to contain falsehoods. The more difficult and perhaps
more common case, however, is when the input, the advertisement is not obviously false,
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but the perceptual process generates an impression that is deceptive. There are three
major components of deception definition:

 There is a mispresentation, omission, or practice that is likely to mislead.
 The consumer is acting responsibly in ten circumstances.
 The practice is material and consumer injury is possible because consumers are
likely to have chosen differently if there was no deception.

Unfair Competition
Generally it is used in a lot of advertisements, especially in testimonial advertisements by
showing the competitors product as the weak one. In advertisements it is forbidden to use
the competitor’s product, service, brand name, brand logo, symbol e.t.c. This behavior is
cooled unfair competition and is protected with competition laws in every country. But a
lot of company use unfair competition to show itself or its product strong and better than
the competitors.

Gender (Women/Men) as Sexual Object
Especially in advertisements for men, or men products women are used as sexual object.
With help this sexual power, men buy everything, under every circumstances. Using
women as a sexual object in advertisements is effective and powerful for men, but
worthless for women. These advertisements include messages like to be sexy, beautiful
and charming means everything and the only way to impress the men. Here begins ethical
arguments. Because it is unfair to use a gender (men or women no matter) as model of
sex object. Sex-role portrays in advertisements constitute another extensively studied
topic. During the past decade, the use of sexual appeals in print advertising has become
almost commonplace. Reichert stated that sexual appeal can be persuasive, sometimes
more than other types of appeals used in social marketing campaigns.

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Children as Easy Victim, Indirect Consumer
Generally advertisements are informative, persuasive for adults. This means the person
who can understand perceive and choose a message, product, service. But because
children can’t understand, perceive and choose like an adult, it is forbidden misleading
advertisements especially for children products. Due to children are under this
circumstances the easy victim of this advertisements, it is not ethical to use children in
misleading advertisements, products, places.

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Ethics in Advertisement
People in advertising spend a lot of their time dealing with ethical choices, and those
choices are almost never black and white. They're subtle, shades-of-gray choices, juicy
enough for a Philosophy major.
Let's start with the truth. Telling the truth seems like a pretty basic ethical standard. The
world's best example of truth in advertising may be a tiny "Help Wanted" ad that
appeared in the London papers in 1900:
Now let's look at a more understated shade of truth in this infamous Volvo commercial.
In a real-life monster truck show, the Volvo was the only car left uncrushed - a great idea
for a commercial! But to make the ad, the film company needed to shoot several takes. So
they reinforced the beams inside the car to stand repeated squashing. When this came out
in the press, Volvo was pilloried and their ad agency got fired, ultimately going out of
business. Did it serve them right? Or was it a bum rap? No question the demo was rigged.
But what it showed was the truth: if a monster truck runs over you once, you're safer in
the Volvo.
An ethical brainteaser we deal with every day is: "What can you legitimately simulate to
illustrate the truth?" Before you answer "nothing”, ask yourself if a Higher Purpose
would be served if Pampers and Kotex commercials showed the real thing instead of that
fake blue water.
Ads for reputable companies almost never lie. They have to be able to prove what they
say to their own corporate counsel, the ad agency's lawyers, and the network's approval
committees. With at least five different government agencies looking over our shoulder,
the cost of being caught cheating is simply too high. In addition, the individuals inside a
company want to be able to look at themselves in the mirror. Some like to think of
business people as belonging to some other species, but remember that most of them are
you a few years from now.

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So we tell the truth -- but not always the Whole Truth. Like lawyers, our job is to put our
clients in the best light. When you go on a job interview or a first date, you don't assume
a false identity - but you probably don't make a full disclosure either. For a company
trying to sell something, an ad is like getting a job interview with millions of people all at
once. The ad wants to make a good first impression and really, really doesn't want to
make people mad. But different people react differently.
Advertising, like human beings, lives where Reason meets Desire. Years ago, The CocaCola Company invented a better product. No consumer product had ever been so
thoroughly tested with so many consumers. This new Coke was provably much better.
But consumers not only didn't buy it, they demonstrated against it. Because a lot of what
they loved about "real" Coke wasn't inside the bottle. It was the idea of Coke and their
experiences with it and how those experiences were connected to so much of what we
imagine. Advertising isn't just about the things we buy. It's about how we feel about
things, including ourselves. That's what makes it interesting.

 Tobacco Advertising
Ronald Reagan once appeared in ads touting the health benefits of a cigarette brand.
Times have changed. Now the space in which tobacco can be promoted in any form is
growing more restricted every day. And tobacco isn't the only legal - and potentially
lethal - product that poses ethical, not to mention public policy questions for us.
Ad agencies and individual advertising people make their own decisions about categories
like tobacco and guns. Many say, "No, thanks" to working on certain businesses. But
would you turn down the Kraft Macaroni and Cheese assignment because another
division of the same corporation makes Marlboros? That's a tougher question.

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 Alcohol
There are hundreds of beer commercials on the air, but not one of them shows somebody
actually drinking the beer. Does that make them more ethical? And although there's the
same amount of the same chemical in a can of Bud and a shot of Jack Daniels, you don't
see hard liquor advertised on television. In the case of alcohol, advertisers themselves
have made these "ethical" choices. But do they make rational sense?
The ethical issue isn't the alcohol in the product; it's the brand name on the bottle
(Smirnoff Ice). When I say the word "Smirnoff", what do you think of? - You’re not
alone. A rival company says this commercial is misleading you because there's no vodka
in Smirnoff Ice. It's a malt beverage. Does the name "Smirnoff" mean "vodka" or is it just
a name? Many of you are in the target audience. Are you being fooled here? And if you
thought Smirnoff Ice contained vodka, did you also think it contained ice? You don't
have to take time from your studies to decide this case.

 Condoms
I assume these are not unfamiliar to you. Should they be advertised? Most networks won't
accept condom ads because they might offend certain audiences. Even where condom ads
are okay, there are ethical choices to make about what kind of product demonstration is
appropriate. And in what context? One example of context is that people in condom ads
usually wear wedding rings. Because even though the biggest market probably lies
outside the Marital Bed, the truth about where all those condoms are really going raises
some touchy issues. If you were the Creative Director on the Trojans account, is that an
ethical issue? Do you show the real truth and take the consequences?

 Children
Society imposes context on advertising ethics all the time - especially in advertising that
involves children. Here's a commercial for children's shampoo. On behalf of Society, can
you see what's wrong with this message?

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The problem isn't something in the spot - it's what's missing. There is no adult
supervision shown around the swimming pool. It requires that adults be shown
supervising children when products or activities could be risky. So L'Oreal changed the
commercial to model good parental behavior. Score one for Society. Another commercial
for Aim toothpaste showed a child who went to the bathroom in a museum to brush her
teeth. Good hygiene or not, it had to be taken off the air when teachers complained that
they'd never, ever, let a child leave the group unattended.
Advertisers spend most of their waking hours trying to anticipate what their audiences
will want and how they'll react. We try our best, but sometimes we miss.

 Pharmaceutical advertising
Information is ethically neutral. In an academic setting like this, we welcome more
information because the marketplace of ideas enables individuals to form their own
judgments - which bring us to advertising about prescription drugs. Not long ago, only a
doctor could tell you about a new medicine. You probably never heard of it before you
walked in; you didn't know if it was the only one in the world or one of dozens that did
pretty much the same thing. Now advertisers spend millions of dollars telling you about
their medicines. Advertising puts more information in people's hands. Studies show that
drug ads raise awareness of some conditions so more people seek treatment. And they
know more about their options before seeing the doctor. That's good, right?

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Importance of TVCs
Television is a powerful advertising medium. It relies on both sound and visual effects.
These effects can be used in combination to catch the attention of your audience and then
reinforce their retention rates by repeating the message using both audio and video.
Advertisers can brand their advertisements by using the same theme for multiple TV
advertisements, turning the commercials into a type of television show with dedicated
followers.

 Mass Appeal
TV has mass appeal. Individuals watch TV for a variety of reasons: Some watch it to get
the latest news and financial information; other individuals watch it for entertainment and
enjoy viewing dramas, comedy shows and sports shows. People of all ages and races
watch TV. TV reaches a large variety of individuals with different backgrounds which
makes it cost efficient for advertisers to reach a mass audience. Television permits you to
reach large numbers of people on a national or regional level in a short period of time

 Intrusiveness
Some might view intrusiveness as a bad thing, but for advertisers it's a way to get their
foot in the door and to reach customers. Some TV viewers might leave the room during
commercials, but many will stay because they do not want to miss the beginning of their
show when it returns from commercial. This generates a captive audience for TV
advertising.

 Appeal
A well-created TV advertisement draws an audience to want to watch the advertisement.
Think of the Super Bowl. Each year as the Super Bowl approaches, viewers look forward
not only to the game but to the commercials as well. The ability to make graphically

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entertaining commercials can help the advertiser create an enjoy watching their
commercials. In this way the advertiser can develop a loyal customer base.

 Viewing Times
According to a study by Ball State University, the average individual watches TV for
more than 4.5 hours a day. This is more time than individuals spend listening to the radio
or reading the newspaper. This increases the visibility of TV ads. Unlike radio, which has
options available for customers to purchase without commercial interruption, television
has a regular placement of advertisements during that 4.5 hour viewing period during the
day. Although TV allows viewers to watch their programs without advertisements, the
technology is not yet widespread.

 Television Uses Multiple Communication Methods
Television can take advantage of both the senses of hearing and of vision. By appealing
to both senses a TV advertiser can use these to reinforce each other. A sale price can be
spoken during the TV advertisement and then reinforced with a graphic on the television.
Using a high quality graphic can make it easier for the customer to remember the product
than just hearing about it on the advertisement.

 Creativity and impact
Perhaps the greatest advantage of TV is the opportunity it provides for presenting the
advertising message. The interaction of sight and sound offer tremendous creative
flexibility and makes possible dramatic, lifelike representations of production services.
TV commercial can be used to convey a mood or image for a brand as well as to develop
emotional or entertaining appeals that help make a dull product appeal interesting.
Television is also an excellent medium for demonstrating a product or service. For
example, print ads are effective for showing a car and communicating information
regarding its feature, but only TV commercial can put you in the driver’s seat and give
you the sense of actually driving the car.

 Cost –effectiveness
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TV is a popular medium among companies selling mass consumption products.
Companies with widespread distribution and availability of their products and services
use TV to each the mass market and deliver their advertising messages at a very low cost
per thousand. Television has become indispensable to large consumer package goods
companies, carmakers and major retailers.

 Selectivity and flexibility
Television has often been criticized for being a non-selective medium, since it is difficult
to reach a precisely-defined market segment through the use of TV advertising. But some
selectivity is possible due to variations in the composition of audiences as a result of
programme content, broadcast time and geographical coverage.

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TV advertisements around the World

 United States of America
In the United States, the TV advertisement is generally considered the most effective
mass-market advertising format, and this is reflected by the high prices TV networks
charge for commercial airtime during popular TV events. The annual Super Bowl
American football game is known as much for its commercial advertisements as for the
game itself, and the average cost of a single 30-second TV spot during this game (seen by
90 million viewers) has reached US$3 million (as of February 2011).

 Europe
In many European countries television advertisements appear in longer, but less frequent
advertising breaks. For example, instead of 3 minutes every 8 minutes, there might be
around 6 minutes every half hour. European Union legislation limits the time taken by
commercial breaks to 12 minutes per hour (20%), with a minimum segment length of 20
or 30 minutes, depending on the program content. However, these are maximum limits
and so specific regulations differ widely from both within and outside the EU, and indeed
from network to network. Unlike in the United States, in Europe the advertising agency
name may appear at the beginning or at the end of the advert.

 Germany
As in Britain, in Germany, public television stations own a major share of the market.
Their programming is funded by a license fee as well as advertisements on specific hours
of the day (5 p.m. to 8 p.m.), except on Sundays and holidays. Private stations are
allowed to show up to 12 minutes of ads per hour with a minimum of 20 minutes of
programming in between interruptions.

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 France
France is the only European country to not use the system clock time. The Conseil
supérieur de l'audiovisuel allows up to 9 minutes of advertising per hour on average in a
day. Private channels can only broadcast one commercial break if the show is less than an
hour and two commercial breaks if the show is more than an hour. For public channels,
the advertising is forbidden after 8 p.m. and will completely disappear in 2012.

 Australia
Similar to the European Union, advertising on Australian commercial television is
restricted to a certain amount in a 24-hour period, but there are no restrictions on how
much advertising may appear in any particular hour. Australian television has one of the
highest advertising content in the world. Prime-time can see 18 minutes or more of ads
per hour. Furthermore, product ads wrapped up in informational content are labeled
"public service announcements" and not included in the time restrictions; similarly with
"this program brought to you by..." announcements, and station identifications.
Consequently Australian viewers might see less than 40 minutes of actual program time
per hour.

 Malaysia
All television stations and channels, whether government-owned or private, broadcast
advertisements.
In Malaysia, the duration of a typical break differs between local and foreign programs,
while RTM, the nation's state broadcaster, usually has shorter commercial break. There
are usually two commercial breaks in a half-hour program and three commercial breaks
in an hour-long program, with the exception of news programs. Terrestrial television can
only broadcast advertisements during the program that was currently aired except before
announcing the breaking of fast in the month of Ramadan and also in the gap between the
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Akasia slot for Malay drama and Malay drama re-runs on TV3 at 7.30 pm every Tuesday
to Thursday.

 Korea, South
Under the current rules, terrestrial channels cannot take in-program commercial breaks.
So, the commercials are usually put between the intro and the start of a program, and
between the end credits and the end of the program. Terrestrial channels often divide
some longer-length films like The Ten Commandments into parts and consider each part
as an individual program. Terrestrial channels can take commercial breaks during breaks
in action during sporting events

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TVCs in Bangladesh
Television Advertising has greatly influenced our decisions in buying the products in
Bangladeshi markets today. The new generation of today needs much more to get
convinced to buy some product; companies are using different types of advertising
appeals to influence them in buying their products. The advertising message is the most
important elements that describe your potential customer to purchase a particular
commodity. The most basic of all demands are the food, clothing and shelter – we
obviously cannot create a special need for these essential products but can advertise the
product which influences their standard of living. The products are highly aimed at social
status, peer competition, impressing someone, craze for latest products, etc and above all
according to the mass culture of our country. Therefore advertisers design their
advertisement keeping cultural mindset in the center.
The multi dimensional cultural heritage of Bangladesh encompasses within itself the
cultural diversity of different social and religious groups of Bangladesh. Bangladesh has
a composite culture, in which the influences of Hinduism, Jainism, Buddhism,
Christianity and Islam have been assimilated. It is manifested in various forms, including
music, dance and drama; arts and crafts; folklore and folktales; literature, philosophy,
fairs and festivals as well as in a distinct cuisine and culinary tradition. The indigenous
communities of Bangladesh have their own culture and tradition full of colorful diversity.
The riverside landscape and the monsoon climate are intimately related to the cultural
practices of this country. Thus our people tend to use product according to our culture.
Although western cultures already grab a huge part our lifestyle especially in urban area.
So companies in our country are using various advertising appeal while broadcasting
advertisement to convince people. Lets have a discuss on television commercials that are
broadcasting more than fifteen Bangladeshi TV Channel.
People of Bangladesh are too emotional. Advertisers use this emotion to influence
people. Emotional appeal influences customers to buy the products emotionally. These
are the people who are emotionally motivated to buy certain products. Maximum

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television commercial of Bangladesh refers to emotional appeal. Almost every mobile
phone operator like Grameen Phone, Banglalink, Robi; FMCG product s company like
Radhuni, Pran; Baby food item like Nido, Eldomilk etc.
Now a day’s advertiser using the beauty of men and women in the advertisement to
influence people. The use of sex appeal is okay in advertising a product as far as it does
not sound vulgar. Although sex appeal makes people curious and may encourage strong
feelings about the advertisement or the product, care should be taken that it does not pass
on the wrong message. This type of advertisement is increasing in our country. Example
of this type television commercials are Condom advertisement (Hero Condom, Sensation,
Panther Dotted Condom etc.), All Beauty product (Soap, Body Lotion, Body Fareness
Cream etc.).
In Bangladesh, use of jingle is getting importance. No matter if the advertisement is
relevant with the core product or not, advertisers are trying to influence the people with
music or song.

The musical advertisement sounds melodious to the ears. It easily

captures the attention of viewers and increases customer recall. Music appeal increases
the persuasiveness of the advertisement. Banglalink Desh, Robi etc are an example of
setting trend of this type of advertisement.
Another type of television advertisement is getting attention in last few years. This type
of TV commercial refers to scarcity appeal, are used for limited supplies, they are used to
employ promotional tools that include contests, introducing new products, sweepstakes,
etc. Various household items like furniture (Otobi, Navana), electronic goods, and Real
Estate advertisement are example of this type of advertisement.
Some group of television commercial mainly focuses on individual’s functional or
practical uses relating to a particular product. This appeal concentrates on the
characteristics, features of the product or a service and states their uses and how it is
going to be useful. Cement company advertisements, Ceramic products advertisements,
Iron and Steel advertisements are this kind of advertisement.
Adventure is used to give an impression of changed life after a person uses the product.
This appeal usually portrays fun, action and adventure. In our country, this type of
2



advertisement is broadcasting frequently. Various energy drinks advertisement like
Thunder, Speed etc; soft drink advertisement like Mountain Dew is the example.
Romance is now in almost every television commercials. It seems that without romance
advertisements is not complete. Romance are used to attract the opposites, a person
readily feels to buy a product to attract the person of an opposite sex. The appeal implies
to people that buying a certain product will attract or improve their romance with loved
ones. Examples of this type advertisement are Jui Hair Care Oil, Parachute Hair Oil, Soya
been oils, Perfume advertisements, Shaving razor and blade, energy drinks
advertisements,
Some advertisements are mostly directed towards the youth. It generates the interest
amongst the youth to buy a particular product in trend and is mostly used in cosmetic
industry. Djuice, airtel, energy drinks, Nescafe Coffee etc.
Some advertisements make use of statistics to help people understand the value of
product by showing them the graphs, or percentage sales per year. It helps to increase the
popularity of a product. Various Banks advertisements, Insurance company
advertisements are these types of advertisements.
Companies deliver different types of advertisement to different customer base. Make use
of celebrities, youth icons, and well known personalities. It helps to pitch the sales
because people like to follow their favorite icons, or celebrities. Using glamour is
common in almost every advertisement. These type advertisements often divert us from
our original culture to modern western culture. Some times especial words are used to
convey some message in a form of a phrase, it becomes instant hit with people and helps
in recalling the product frequently. It helps in recognizing a brand.

2



Rules for Television Advertising (Bangladesh Government)

The responsibility of Television as powerful mass media is enormous. The four principal
objectives of advertisements on these media shall be dissemination of information,
spreading of education, motivation of the people with a view to involving them in
development activities and provision of pure entertainment. All the advertisements will
be cast in the light of the above objectives, and towards that end Television shall ad-here
to the following guidelines:

 All advertisements shall be based on the basic principles of the running of the
state as well as on the policies and ideals pursued by the government.

 Realistic steps shall be taken to inform and educate the people to create socially
and politically conscious patriotic and responsible citizens of the nation.

 Bangladeshi nationalism shall be promoted and highlighted with a view to
defending the sovereignty of Bangladesh, political stability and economic
advancement.

 Efforts shall be made to enrich and reflect the culture of Bangladesh drawn from
the heritage of traditional Muslim culture. The different religious and regional
cultural streams shall also be put in the proper Bangladeshi national perspective
and shall be projected with equal importance.

 Unconditional respect shall be shown to a religious sentiment. Malicious
comments, ridicule or disparaging remarks shall not be permitted against people
belonging to any religion, race, caste or creed, and communalism shall be avoided
at all costs.

 Attempts shall be made to put out pure entertainment advertisements after proper
evaluation. With a view to enriching Bangladeshi culture, traditional art and craft

2



shall be positively sought out from all over the country and the craftsmen shall be
introduced to the people through the advertisements to further encourage them.

 To elevate the state language of Bangladesh to its deserved level, Television shall
set examples of standard presentation and pronunciation to be reflected especially
in the newscasts and other advertisements.

 Regional languages may be used in the drama and other folk culture
advertisements but they shall not be allowed to abuse or ridicule any region.

 Special advertisements shall be put out for mass literacy campaigns.
 The youth community shall be given proper guidance to utilize their energy and
creative thinking.

 Participation of the womenfolk along with their male counterparts in all fields of
national life, including political, economic and social, shall be promoted.

 Special advertisements shall be put out for children to impart education, social
values and to attract them to the lives of national heroes and Islamic religious
leaders.

 Advertisements shall not contain any indecent remarks.
 No political statements on the opinion of any party shall be allowed to be
broadcast either through the regular advertisements or through paid commercials.

 Honesty, discipline, patriotism and modesty in both personal and social life shall
be highlighted in all the advertisements.

 No advertisements shall be shown containing scenes of torture to human beings or
animals.

 All scenes of indecent kissing must be avoided while showing local and foreign
advertisements. No advertisements of terrorism, violence or other contents
contrary to Bangladeshi cultural values shall be put out.
2



 In the case of advertisements, no commodity shall be undermined while
promoting another. Commercials shall not contain any obscene words or scenes.

2



Presence of Ethical values in Bangladeshi TVCs
Advertising, without which no products come into identity in the present day irrespective
of urban or rural markets, is made to feast our mind through attractive jingles and story
lines.
The annual turnover of the advertisement industry in the country amounts to over US$1.2
billion and is poised for further growth. Industry-wise budget for advertisements ranges
from 3.0 to 10 per cent of the product cost-structure depending on the product type, target
group, preferred media, the company's strength and vision, competitors' footsteps and last
but not the least, sales potentials crafted on brand image.
Hardly is the product remembered with attributes that should have been presented in the
first place. The telecom industry outdoes all other industries in spending extravagantly on
advertisements. Core product information is sometime miles away from the message
delivered. Some times our television media broadcast condom advertisement like “Hero
Condom”, “Panther Dotted Condom”; which is absolutely irrelevant to the core product
and information. And those are even unethical and against our national culture. How
some people's lives turn a new leaf is an attempt to exhilarate rather than convince the
need for a cell phone in a forceful way. Jingles echoed with national emotions cast us on
to a different world, merely presenting why the advertisement is on display--to inform the
viewers of both the core and augmented necessity of a cell phone.
To make matters worse, the female roles wrapped up on stealing the show have become
more important object than the product itself, in most of the space where females are a
part. Cell phones or motorcycles or cars have nothing to do with impressing women by
men through an advertisement. Sometimes women are danced to impress customer even
to buy biscuit. Or a girl has been kissed in a tooth paste advertisement. As example Britle
Biscuit with the tag line “Britle Biscuit Khaite Khaite Jai Bela ” , Close Up advertisement
with tagline of “Kache Aso, Valo Basho”, Banglalink Desh, Robi etc.

2



There is no denying the underpinning role of advertisements as a convincing tool to
inform the users. Different consumer brands appear with smart taglines, a particular
feature way off the core need and a technical ingredient feeding consumers' need to feel
superior. This is all psychological angles. The service industry books itself in the first
row to uncover the beauty of women rather than that of the service on offer. The common
run of TV advertisements and display boards is that a celebrity endorses a product with
mind-blowing words never going into the benefit or advantage that can be derived from
the product being pegged.
In the making of an advertisement, not much attention is paid to children viewers. A
numerous of advertisements decoupled from our cultural heritage send the signal that the
whole country is of the same age with leanings towards a Western trendy course.
Selection of words, spotlight of scenes and idea generation do matter most to pave the
way for sustainable development of the industry. Our future generation and culture must
be taken care of in producing advertisements aimed at whosoever the audience is.
Different market research tools reveal that performance of most of the products in the
market depends on the promotional excellence and advertisement frequencies. That
promotion helps an effort to expand market share when we analyze the records of leading
companies found spendthrift on promotion of the products and consumers buying
behavior having to put a premium on emotionally touchy and mocking advertisements.
Sneaky marketers have taken the lesson to emphasize the glossy presentation of the
products which may not be up to the mark to serve the deemed purpose or even
detrimental in some way. There surfaces the fear of misleading the consumers and this is
a little too easy in the country of mostly otherwise illiterate citizens.
None dare to resist the different information mediums in the global village. But it is
important that the makers of advertisements should keep our cultural heritage in mind
while making an advertisement. Putting flesh on the bone of information media is our
individual creativity that should shed light on our culture first. If it holds true that an
advertisement in any form can educate us about the products, it holds equally true that
advertisement has the power to make us aberrant and dent our national pride.

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Concrete Findings
 Gender of the respondents
As television is being seen by both the male and female, so we decided to conduct our
survey on both male and female viewer. There fore we need to identify the frequency of
male and female of our survey. From our survey we find the following result.

Frequency

Valid Percent

Cumulative
Percent

Male

38

76.0

76.0

76.0

Female

12

24.0

24.0

100.0

Total

Valid

Percent

50

100.0

100.0

Table 1: Gender of the respondents

From the table we find that among 50 respondents, 76% of were male and the rest 24%
were female. If we graphically represent the information we for the following chart.

Chart 1: Gender of the respondents

2



 Age of the Respondents
As we have surveyed 50 people for our research findings. We divide the age limit of our
respondents into four groups. In this regard age is important because whenever it is the
matter of judgment ethics, age is an important factor. So it is important for us to conduct
the survey in certain age limit. The following table shows the frequency of our survey
finding regarding age of the respondents.

Frequency

Valid Percent

20 to 29

35

70.0

70.0

70.0

30 to 39

10

20.0

20.0

90.0

40 to 49

3

6.0

6.0

96.0

Above 50

2

4.0

4.0

100.0

Total

Valid

Percent

Cumulative
Percent

50

100

100

Table 2: Age of the respondents

70% respondents belongs to age group 20 to 29; 20% respondents belongs to age 30 to
39; 6% fall in 40 to 49 age group and rest 4% respondents are with above 50 age . If we
graphically represent the above table it will looks like the following chart.

Chart 2: Age of the respondents

2



 Occupation of the Respondents
Occupation is a very important factor in our survey because some classes of people think
about advertisements and ethics. Obviously they are educated and have judgmental
quality. I surveyed on following sector. Note that others occupation refers to educated
housewives.

Frequency

Valid Percent

Student

35

70.0

70.0

70.0

Service

10

20.0

20.0

90.0

Business

2

4.0

4.0

94.0

Others

3

6.0

6.0

100.0

Total

Valid

Percent

Cumulative
Percent

50

100

100

Table 3: Occupation of the respondents

The following chart shows the graphical picture of the above table. We see that 70%
respondents were students, 20% respondents from various service sectors. Rest 4% and
6% respondents respectively came from business and others sector

Chart 3: Occupation of the respondents

2



 Does ethics important in TVCs?
In the reply of the question, “Does ethics is important or no?” – Respondents put their
opinion on three options. From this question we found the following result.

Frequency

Valid Percent

Cumulative
Percent

Yes

38

76.0

76.0

76.0

No

5

10.0

10.0

86.0

Not all time

7

14.0

14.0

100.0

Total

Valid

Percent

50

100

100

Table 4: Ethics is important in advertisements

76% of the respondents think ethics is important in an advertisement because we are
being influenced by advertisements. 5% of the respondents think we can get only product
information through an advertisement. Ethics is not that important here. But rest 7%
respondents think that in some cases ethics is important. They refer to giving information
in a funny way. They think, putting information in a funny way does not require ethics.

Chart 4: Ethics is important in advertisements

2



 What type of ethics is important?
As ethics has different form, the respondents were asked, what type of ethics they want to
have in an advertisements. They give their opinion in three categories. The following
table shows the result.

Frequency

Valid Percent

Moral

14

28.0

28.0

28.0

Social

27

54.0

54.0

82.0

Religious

9

18.0

18.0

100.0

Total

Valid

Percent

Cumulative
Percent

50

100

100

Table 5: What type ethics is important?

Here we see that, 28% respondents put value on morality whereas 54% think about social
values. Rest 18% respondents answer that religious ethics is much more important than
moral and social ethics.

Chart 5: What type ethics is important?

2



 Television commercial is product relevant or not?
This question emerges because it is difficult to recall the product after see the
advertisement. So we asked this question with three different options and got the
following result.

Frequency

Valid Percent

Highly
Relevant

7

14.0

14.0

14.0

Moderately
Relevant

21

42.0

42.0

56.0

Not Relevant

22

44.0

44.0

100.0

Total

Valid

Percent

Cumulative
Percent

50

100

100

Table 6: TVCs is product relevant or not?

If we look at the following pie chart we can see that only 14% people this advertisement
in our country is highly relevant to the product. 42% advertisement is moderately relevant
to the advertised product whereas 44% respondents found no relevancy with the product
and advertisements.

Chart 6: TVCs is product relevant or not?

2



 Ethical standards from religious view point or not
As ethics is importantly related to the religious aspects, respondents were asked that does
our country TVCs follow the ethical standards from religious view point, we got the
following answers.

Frequency

Valid Percent

Cumulative
Percent

Agree

2

4.0

4.0

4.0

Disagree

13

26.0

26.0

30.0

strongly
Disagree

35

70.0

70.0

100.0

Total

Valid

Percent

50

100.0

100.0

Table 7: Follow the ethical standards from religious view point

70% of the respondents strongly agreed that advertiser does not follow the ethical
standards in their television commercials. They think advertisements should have ethics
from religious aspect to improve our morality and life style. A minimum of 13% people
does not strongly but believe religious ethics is important. But this is not present in our
advertisements. And only 2% respondents believe religious ethics in there in Bangladeshi
television advertisements.

Chart 7: Follow the ethical standards from religious view point

2



 Follow the Corporate Social Responsibility or not
Companies make advertisements for promote their product and corporate social
responsibility is one of the important factors a company must follow. Ethics should be
there to promote corporate social responsibility. In response of this question I got the
following answer.

Frequency

Valid Percent

Yes

9

18.0

18.0

18.0

No

36

72.0

72.0

90.0

Some time

5

10.0

10.0

100.0

Total

Valid

Percent

Cumulative
Percent

50

100.0

100.0

Table 8: Follow the ethical standards of CSR

Out of 50 respondents 36 support that companies does not maintain CSR ethics in their
advertisement. They add that, companies only understand their profit. They do not bother
about society or country. Whereas 10% of the respondents think some time some
company follow CSR ethics in their advertisements. They cited example of Dutch Bangla
Bank, Grameen Phone etc. But 18% respondents agreed that all company follow this
ethics in their advertisements.

Chart 8: Follow the ethical standards of CSR

2



 Does emotional appeal affects audience
As people of Bangladesh naturally emotional, companies always try to affect the customer. But
how much a customer or audience is influenced by emotional appeal in an advertisement. In
response of this question, I found the following table.

Frequency

Valid Percent

Strongly agree

4

8.0

8.0

8.0

Agree

29

58.0

58.0

66.0

Disagree

12

24.0

24.0

90.0

Strongly disagree

5

10.0

10.0

100.0

Total

Valid

Percent

Cumulative
Percent

50

100.0

100.0

Table 9: Does emotional appeal affects audience
If we see the graphical representation of the above table we see that 8% people strongly think
audience is being highly influenced by emotional appeal. 58% people believe that emotional

appeal has a great impact on customer or respective audience. But 24% respondents
disagreed with this statement, and 10% respondents strongly disagreed with that.

Chart 9: Does emotional appeal affects audience

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 Sexual appeal is important or not in an advertisement?
Today’s world glamour is somehow very important. So the question is that how much
important the sexual appeal is in an advertisement. The following table shows the
findings.
Cumulative
Frequency

Valid Percent

Percent

Strongly agree

4

8.0

8.0

8.0

Agree

19

38.0

38.0

46.0

neutral

3

6.0

6.0

52.0

Disagree

10

20.0

20.0

62.0

strongly disagree

14

28.0

28.0

100.0

Total

Valid

Percent

50

100.0

100.0

Table 10: Sexual appeal is important or not

19 out of 50 respondents agree that sexual appeal is much important in an advertisement
to promote a product where 14 out of 50 respondents think it is not important in anyway.
But 20% respondents think it is not necessary in an advertisement.

Chart 10: Sexual appeal is important or not

 Gender Discrimination
2



Respondents were asked about the gender discrimination in the advertisements. Their
answer is given in the following table.

Frequency

Percent

Valid Percent

Cumulative
Percent

Yes

30

60.0

60.0

60.0

No

6

12.0

12.0

72.0

In some aspects

14

28.0

28.0

100.0

Total

50

100.0

100.0

Valid

Table 11: Gender discrimination in the advertisement

Among 50 respondents, 60% agreed that gender is being discriminated in the
advertisements. 28% of them think that in some cases gender discrimination is occurring.
12% of the respondents do not think so. It will be clearer if we have a glance eon the
following chart.

Chart 11: Gender discrimination in the advertisement

 Advertisement of Tobacco, Condom & Birth control peel

2



Television is broadcasting various advertisements of Tobacco (although it is banned in
Bangladesh. Question is rise for the necessary of the survey), Condom and Birth control
peel. Does it have any necessity? In response of this question, respondent’s opinion is
given below.

Frequency

Valid Percent

Yes

43

86.0

86.0

86.0

No

7

14.0

14.0

100.0

Total

Valid

Percent

Cumulative
Percent

50

100.0

100.0

Table 12: Importance of Tobacco, Condom and Birth Control Peel advertisement

86% of the respondents think that broadcasting of such advertisements is very important.
It will increase our awareness. But 14% respondents think there is no necessity of such
kind advertisements. They think it will affect some group of people.

Chart 12: Importance of Tobacco, Condom and Birth Control Peel advertisement

 Core message is important

2



Against the question that core message is important in an advertisement or not,
respondent’s responses in the scale from strongly agree to strongly disagree. We got the
following frequency table.

Frequency

Valid Percent

Cumulative
Percent

Agree

12

24

24.0

24.0

Strongly agree

38

76.0

76.0

100.0

Total

Valid

Percent

50

100.0

100.0

Table 13: Core message is important

76% of the respondents strongly agree that core message is very much important to them
while they observed any advertisement. 24% of the respondents agreed that core message
important but not that much.

Chart 13: Core message is important

 Information of product quality is important

2



Against the question that Information of product quality is important or not, respondent’s
responses in the scale from strongly agree to strongly disagree. We got the following
frequency table.

Frequency

Valid Percent

Disagree

2

4.0

4.0

4.0

Agree

30

60.0

60.0

64.0

Strongly Agree

18

36.0

36.0

100.0

Total

Valid

Percent

Cumulative
Percent

50

100.0

100.0

Table 14: Product quality information

Only 4% of the people disagree that information of the product quality is not important
for them. But 60% of the respondents agree and 36% of the respondents strongly agree
that product quality is very much important for them.

Chart 14: Product quality information

 Information of product feature

2



Weather product feature information is important in an advertisement or not, against this
question respondent’s responses are showed below.

Frequency

Valid Percent

Cumulative
Percent

Agree

13

26.0

26.0

26.0

Strongly agree

37

74.0

74.0

100.0

Total

Valid

Percent

50

100.0

100.0

Table 15: Product feature information

26% of the respondents agree and 74% of the respondents strongly agree that they must
need product feature information in an advertisement. The graphical representation the
result is given below.

Chart 15: Product feature information

 Entertainment is vital to me
2



Some people think entertainment is more important than other feature in an
advertisement. Against this question we got the following frequency table.

Frequency

Valid Percent

Disagree

3

6.0

6.0

6.0

Agree

14

28.0

28.0

34.0

Strongly Agree

33

66.0

66.0

100.0

Total

Valid

Percent

Cumulative
Percent

50

100.0

100.0

Table 16: Entertainment is vital to me

Only 6% respondents answered that just entertainment is not the primary aspect in an
advertisements for them. But 28% respondents agreed and 66% respondents strongly
agreed with that entertainment for them.

Chart 16: Entertainment is vital to me

 Social responsibility is significant
In response of this question, respondent’s opinion is given below in this table
2



Frequency

Valid Percent

Neutral

1

2.0

2.0

2.0

Agree

39

78.0

78.0

80.0

Strongly Agree

10

20.0

20.0

100.0

Total

Valid

Percent

Cumulative
Percent

50

100.0

100.0

Table 17: Social responsibility is significant or not

A 78% respondent, which means 39 respondents out of 50, agreed that company must
have social responsibility and it must focus on their advertisements. On the other hand
20% of the respondents strongly agreed with this issue.

Chart 17: Social responsibility is significant or not

 Religious view point is significant
Weather religious viewpoint is significant or not. According to the respondents we found
the following results against this question.

2


Cumulative
Frequency

Valid Percent

Percent

Disagree

2

4.0

4.0

4.0

Neutral

4

8.0

8.0

12.0

Agree

24

48.0

48.0

60.0

Strongly agree

20

40.0

40.0

100.0

Total

Valid

Percent

50

100.0

100.0

Table 18: Religious viewpoint is important

A 48% of respondents agreed and 40% respondents strongly agreed that religious
viewpoint is important in an advertisement. 8% of the respondents had neutral answer
and only 4% disagreed with this topic.

Chart 18: Religious viewpoint is important

 Advertisement duration is important or not
Does the duration of the advertisement is some how important or not. When the
respondents were asked this question and they had to answer that in strongly agree to
strongly disagree options, the following results is found.

2


Cumulative
Frequency

Valid Percent

Percent

Strongly disagree

1

2.0

2.0

2.0

Disagree

8

16.0

16.0

18.0

neutral

2

4.0

4.0

22.0

Agree

26

52.0

52.0

74.0

Strongly agree

13

26.0

26.0

100.0

Total

Valid

Percent

50

100.0

100.0

Table 19: Advertisement duration is important

Only 2% respondents strongly disagree and 16% disagree with this. To them duration is
not important. Whatever the duration is they really do not care. But 52% agreed and 26%
strongly agreed that time duration does matter for them. Long duration sometimes make
them bore. The only want the product information within very short time.

Chart 19: Advertisement duration is important

Recommendation: Following Steps Should be taken
 Many women and men professionally engaged in advertising do have sensitive
consciences, high ethical standards and a strong sense of responsibility. But even

2



for them external pressures — from the clients who commission their work as
well as from the competitive internal dynamics of their profession — can create
powerful inducements to unethical behavior. That underlines the need for external
structures and systems to support and encourage responsible practice in
advertising and to discourage the irresponsible.

 It is up to the directors and managers of the media which carry advertising to
make known to the public, to subscribe to and to apply the codes of professional
ethics which already have been opportunely established so as to have the
cooperation of the public in making these codes still better and in enforcing their
observance.

 We emphasize the importance of public involvement. Representatives of the
public should participate in the formulation, application and periodic updating of
ethical codes. The public representatives should include ethicists and intellectuals,
as well as representatives of consumer groups. Individuals do well to organize
themselves into such groups in order to protect their interests in relation to
commercial interests.

 Public authorities also have a role to play. On the one hand, government should
not seek to control and dictate policy to the advertising industry, any more than to
other sectors of the communications media. On the other hand, the regulation of
advertising content and practice, already existing in many places, can and should
extend beyond banning false advertising, narrowly defined. "By promulgating
laws and overseeing their application, public authorities should ensure that. Public
morality and social progress are not gravely endangered' through misuse of the
media.

 Government regulations should address such questions as the quantity of
advertising, especially in broadcast media, as well as the content of advertising
directed at groups particularly vulnerable to exploitation, such as children and old
people.

2



 The media of news and information should make it a point to keep the public
informed about the world of advertising. Considering advertising's social impact,
it is appropriate that media regularly review and critique the performance of
advertisers, just as they do other groups whose activities have a significant
influence on society.

 In the final analysis, however, where freedom of speech and communication
exists, it is largely up to advertisers themselves to ensure ethically responsible
practices in their profession. Besides avoiding abuses, advertisers should also
undertake to repair the harm sometimes done by advertising, insofar as that is
possible: for example, by publishing corrective notices, compensating injured
parties, increasing the quantity of public service advertising, and the like. This
question of damages' is a matter of legitimate involvement not only by industry
self-regulatory bodies and public interest groups, but also by public authorities.

 Where unethical practices have become widespread and well-established, diligent
advertisers may be called upon to make significant personal sacrifices to correct
them. But people who want to do what is morally right must always be ready to
suffer loss and personal injury rather than to do what is wrong.

Conclusion

2



We do not wish, and certainly we do not expect, to see advertising eliminated from the
contemporary world. Advertising is an important element in today's society, especially in
the functioning of a market economy, which is becoming more and more widespread.
Moreover, for the reasons and in the ways sketched here, we believe advertising can, and
often does, play a constructive role in economic growth, in the exchange of information
and ideas, and in the fostering of team spirit among individuals and groups. Yet it also
can do, and often does, grave harm to individuals and to the common good.
In light of these reflections, therefore, we call upon advertising professionals and upon all
those involved in the process of commissioning and disseminating advertising to
eliminate its socially harmful aspects and observe high ethical standards in regard to
truthfulness, human dignity and social responsibility. In this way, they will make a
special and significant contribution to human progress and to the common good.

2



Appendix
•

A set of blank questionnaire on which the survey was conducted

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•

Kotler,Philip. Armstrong, Gary. 2008. Principles of Marketing, Pearson Prentice Hall,
United States of America

•

Malhotra,Naresh.K. 2003. Marketing Research, Prentice Hall International, United
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Zakaria, Mirza, Marketing gimmick and culture, Thursday April 7 2011, VOL 18 NO
-149 REGD NO DA 1589, Financial express Dhaka,

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A Study on Bangladeshi Television Commercials (TVCs)

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