Faculty of Business Management
UiTM Puncak Alam
Submission Cover Sheet
Program: Bachelor Business Administration (Hons)(Marketing)
Code: BM240
Subject: MARKETING COMMUNICATION
Subject Code: MKT 547
Class Group: NBM7A
Lecturer-in-Charge: MADAM AZREEN JOANNA ABDUL
Assignment Title and/or Number: ASSIGNMENT 1 (BANNED ADVERTISEMENTS)
Submission Date: (8th MAY 2017)
No.
Student ID Number:
Student Name:
1.
2012523517
NURUL SARIY ZAKIAH BINTI MOHD YUSOF
2.
2015955087
ASMI ZUFFIQAH BINTI SAMIT
3.
2015727689
NUR A’FIFAH BINTI RASHIDAN
4.
2013186633
MOHD FAZLISHAM BIN AHMAD FAZIL
5.
2012240958
NORHAFIZ BIN ABDUL RAZAK
6.
2014921351
MUHAMMAD ADAM BIN ANUAR
TABLE OF CONTENTS
No
Description
1.
Introduction
2.
Discussion on Advertisements
2.1 Racism in Advertising
2.2 Over-Sexuality
2.3 Unhealthy Lifestyle
3.
Conclusion
1. INTRODUCTION
Advertising is a means of communication with the use of a product or service.
Advertisements are messages paid for by those who send them and are intended to inform
or influence people who receive them, as defined by the Advertising Association of the UK.
Advertising is always present, though people may not be aware of it. In today’s world,
advertising uses every possible media to get its message through. It does this via television,
newspapers, magazines, journals, radio, press, internet, direct selling, hoardings, mailers,
contests, sponsorships, posters, clothes, events, colours, sounds, visuals and even people.
Mostly organization outsource to advertising industry in making advertising, agencies that
create the advertisements, media that carries the ads, and a host of people like copy editors,
visualizers, brand managers, researchers, creative heads and designers who take it the last
mile to the customer or receiver. A company that needs to advertise itself and/or its products
hires an advertising agency. The company briefs the agency on the brand, its imagery, the
ideals and values behind it, the target segments and so on. The agencies convert the ideas
and concepts to create the visuals, text, layouts and themes to communicate with the user.
After approval from the client, the ads go on air, as per the bookings done by the agency’s
media buying unit.
However those advertisements still need to be regulated with guidance, law and legal
enforcement must be implemented simultaneously, otherwise thing would become outlawed.
Albeit, despite the guidance from organisations such as Advertising Standards Authority
(ASA) firm still continue launch advertising campaign that provokes audience’s anger. While
there are rules that firms must abide, it does not stop them from producing advertisement
that are deemed unethical.
In addition, we also need to look into the culture element. Whereby, the geographical
differences among one to another may bring a different value from one another. On the other
hand, the characteristic of religion and history of the nation are all related to wards the belief
and the manner that is interpreted into the language that is practice and well accepted in a
specific area.
In the following pages, we would analyse three banned advertisement which has provoked
mixed reaction from the customer. RACISM, OVER-SEXUALITY, and UNHEALTHY
LIFESTYLE are among the unethical advertisements that are currently being practised by
firm.
2. DISCUSSION ON ADVERTISEMENTS
2.1 RACISM IN ADVERTISING
Unfortunately racism is everywhere, it may have mellowed in time but it has not stopped
altogether. Advertisers try to appeal to a certain type of people by using certain styles that go
horribly wrong.
Every advertiser has made this mistake at times. They are making it more than once.
Sometimes racism is not intended but the finished product is taken wrong. Even though it is
the facts that most races watch things that are similar to them, they just don’t want it to show
so much.
Everyone is familiar with the most common form of racism in advertisements, the colour of
someone’s skin. But there are many types of racism in advertising that you may not even
notice.
The language someone is speaking not matching the colour of their skin or the geographical
location of the advertisement. Most people seem to believe that a person in a country should