 Bismillah Khman Reem and Aslanikum Pakistan. Welcome back to corporate governance and we are continuing our journey of understanding the role of media and its various connotations, its various elements in relation to corporate governance. Today we have a very interesting topic and that is ethics in advertising because advertising is a very big industry now in the 21st century and we see that with the advent of social media and electronic media and print media and digital media what we see is that in all of these different medias advertising is done differently there are different approaches and now after covid what we see is that advertising has even gained more impetus because what we have seen is that people have been confined to their homes and therefore their outwardness towards life has been limited and therefore these advertising agencies and these different advertisements have a huge impact on the people because they have more time listening to more media and therefore those very structured approaches of influencing to advertisement have a huge impact on individuals and also institutions on the products the institutions are basically giving out to the public and also to the different processes which they are adopting and another thing that we see is also the service industry. So all of these are being affected through advertising and can have a positive or negative implication based upon how that advertising strategy is being implemented or executed and now a very important element in all of that is the ethical consideration related to advertising now ladies and gentlemen when we are looking at the ethics of advertising that advertising is one of the major tools cooperates used to direct persuasive communications to target the buyers and the public they advertise to inform potential buyers of the existence of product and to establish a positive attitude towards it. So again this is very important and what we see is that complete perceptions are developed and not only our needs being met the desires are being converted into needs and again through that advertisement there is this great sense of competition and this great sense of being deprived of a particular product and they tend to instigate that and embedded within the psychological framework of the human mind and therefore people tend to buy into that product and buy many allied products also as we have seen in for example nowadays we see there are different gaming boxes digital gaming boxes which have immense implications and again are actually addictive and we also see that with mobile phones and with other digital equipment because all of that is being packaged in such a way that they tend to entice and create that magical aura for the customer and based upon that the customer gets hooked on to the product and also the company just like we see how Apple consumers are hooked on to Apple products even though they are extremely expensive but yet those consumers are always going for them and also upgrading themselves with it. So that is all the power of advertising and seeing how it develops attitudes according to this total one of the basic concepts in effective persuasion is to be ethical. So again this is a very important thing that one should not misguide one should not sugarcoat and one should not tend to exaggerate their product or their service and therefore the most effective persuasion is ethical because to ethical persuasion trust is built and based upon that trust then the customer becomes a lifelong client of that particular individual of that particular institution or that company and that is extremely important. Raymond Baumhardt has quoted this in his book an honest profit what businessmen say about ethics in business. So ethical is what my feelings tell me is right. Ethical means accepted standard norms in terms of your personal and social welfare what you believe is right. So again Raymond Baumhardt simplified everything and it's all about what person things is right, what person things is needed, what the person things is justified as against something which could be wrong or unjustified or a luxury. So again through advertisements we see that companies have a very strong influence upon individuals and those individuals then become lifeline clients of those companies. This is an era of a vigilant and well informed consumer who wants to know about the product. So again the ethical advertisement is that whatever are the pros or the cons of the product they should be mentioned. Now we have seen this in Pakistan in one very important case in which we used to have a polka ice cream and then it became another ice cream and that ice cream they would always be writing ice cream but it was not cream and therefore then the court ordered them that they could not write ice cream. So again that they had to change the complete marketing strategy and they had to change their complete ethical advertising so that they do not misrepresent that particular word and similarly when we are talking about let us say health drinks or organic food stuff and all of these different type of things then one has to be very careful that all of the elements and all of the characteristics are properly stipulated and there is no misdirection or misdemeanor taking place and the consumer is very well informed due to mobility, due to internet availability and everything and they just have to Google or do some other search and find out about that particular product and therefore if the advertisement is done in an active way and is immoral then that would have many implications and consequences for that particular organization. This is a need on which corporates will have more lasting relationships with the consumers than just marketing products. So again the consumer, the citizen or the customer wants to have an experience so it is not a one time buy they want to have long term relationship so once that trust is established then that customer comes again and again becomes a repetitive customer which tends to enhance the revenues of the organization. So that is very important that through unethical advertising one does not tend to lose their customers but actually tends to build up their customer base in such a way that they become lifelong customers of the organization. In number of humanities and social science scholars view advertising as an intrusive environmental and its effects as inescapable and profound. So there are many studies which have been conducted and based upon those studies it has been seen that this advertisement process is now psychological and has many implications both internal and environmental for individuals and for institutions and the advertisement is being done in such a scientific and psychologically manufactured way that they tend to change the perception of the and it is not only it is not only when we are talking about let us say products and services but we are also talking about political perceptions and political parties when nowadays we see that elections are basically swayed through media. So all of this is basically emerging and we see that the role of media is gaining profound and inescapable impact on institutions and on individuals and that is why it is extremely important that we understand the implications of advertising and ethical advertising so that these negativities can be avoided all together. Therefore what we see is that in advertisement it is very important to do away with reinforcement of materialism, cynicism, irrationality, anxiety, sexual preoccupation, powerlessness and a loss of self respect. It is extremely important that we keep in view the customer and the citizen and the consumer because if we tend to mislead that individual then it has many repercussions and many negative influences which in the long term would be detrimental to the organization also and therefore ethical advertisement is very important so that the consumer, the customer and the citizen can take a right choice and can be well informed rather than misinformed and misled and that is what ethical advertisement is all about and just to sell a product one should not tend to use a complete psychological process to undermine the very self respect and the very competitiveness of an individual because that is not right and therefore the right way to do it is to be truthful, is to be honest, is to be upfront and to own the product as it is rather than sugar coating it or poison coating it and then selling it with negative consequences and that is something which should not be permitted by any of the stakeholders. There are various benefits of advertising also information advertising aids in the education of general public as we have seen in the COVID pandemic all together values and lifestyles advertising contributes to the improvement in the standard of living because on one hand excess of anything is bad but it does create competitiveness, it does create awareness and due to that what happens is that the individual can improve their own lifestyle and then it is also creative experience advertising adds new and interesting experiences to life because it is a creative process it is full of colors, it is full of design, it is full of graphics, it is full of videographs, it is full of pictures well yes it has many benefits also so again it depends upon the organization the management and the board of directors of the organization that do they want to have the ethical context or the unethical context what are the objectives what are the results and how advertisement advertising can be channelized in a positive way to add value to the organization to the stakeholders to the shareholders and most importantly the consumers and to the customers thank you so much