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| POLITICS, ETHICS AND SOCIAL RESPONSIBILITY OF BUSINESS
29.3 UNETHICAL ASPECTS OF ADVERTISING
Unethical aspects of advertising have been discussed under the following headings:
• advertising message,
• quantum of advertising,
• inappropriate advertising and
• undesirable inf uences on the society.
29.4 ADVERTISING MESSAGE OR ‘CONTENTS’
The advertising message consists of the content, the way the content is presented and to whom the message
is conveyed.
29.4.1 DECEPTIVE MESSAGE
The contents or message of advertisement may include exaggerated product claims. The claims made may
be ambiguous, there may be concealment of facts, puffery and insuff cient information. The claims may
have a bad inf uence ...