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Dr. Teguh Talks about Advertising Ethics in the Online Lecture “Introduction to Marketing Communication.” (Doc. UDL)
Tangerang – The lecture at the seventh meeting of the “Introduction to Marketing Communication” course specifically invited Dr. Teguh Dwi Putranto, S.Pd., S.I.Kom., M.Med.Kom, a lecturer in the Master of Communication Studies Program at Multimedia Nusantara University (UMN) to deliver material on Advertising Ethics. In the previous meetings, students learned about advertising creative messages to media planning. Knowledge of Advertising Ethics then becomes an essential thing for students to have because they are the ones who will later become advertising creators.
Advertising ethics talks a lot about ethical, environmental, and regulatory issues regarding the production of advertising messages. Advertising ethics regulates advertising messages, advertising actors, advertising media, and advertising airing time. These things are listed in the 2020 Indonesian Advertising Ethics (Etika Pariwara Indonesia/EPI) book compiled by several associations that intersect with advertising production and broadcast activities in Indonesia.
In Indonesia itself, many advertisements often violate the rules of the Indonesian Advertising Ethics. Common mistakes include the use of the words “most,” “100%”, “number 1”, and other superior words. Superior words in advertising must be followed by evidence that can be accounted for. This has led to criticism that advertisements often manipulate consumers.
“Implementing advertising ethics is like breathing. When we stop doing it, advertising activities will also not live,” Dr. Teguh said. Therefore, by studying Advertising Ethics, students are expected to become agents in society who can educate consumers to continue to be skeptical of advertisements.
By UMN Digital Learning Team
English translation by Levina Chrestella Theodora
Kuliah di Jakarta untuk jurusan program studi Informatika| Sistem Informasi | Teknik Komputer | Teknik Elektro | Teknik Fisika | Akuntansi | Manajemen| Komunikasi Strategis | Jurnalistik | Desain Komunikasi Visual | Film dan Animasi | Arsitektur | D3 Perhotelan , di Universitas Multimedia Nusantara. www.umn.ac.id
