Question 1(a) · 10 marks · 182 words written
Opening
"Celebrity" act as a role models for future generations, playing an important role in value formation for next-gen kids.
Body · points
e.g Salman Khan "Thumbs up ad" → positive attitude towards drink via classical conditioning/Observational learning.
Ethical concerns raised via celebrity ad's:-
- Celebrity using endorsements "means" for their "monetary" ends e.g Akshay Kumar → Vimal ad
- Developing negative attitude towards Harmful events :- Shahrukh Khan "Smoking"
- Create a "sense of necessity" in younger generations to purchase a product → Promoting consumerism
- Promote and create "culture of comparison" between individuals of younger generations promoting bullying tactics & marginalization e.g only Branded shoes & uniform by kids
Measures to ensure ethicality in Brand ads:
- Develop a "code of conduct" on social media for celebrity advertisements
- "Self-Reflection" on part of Celebrities to ensure ethicality of any advertisement e.g Kohli not promoting "Coca-cola"
- Gain "Trust" of public by promoting value-neutral products e.g Promotion of exercise regime by CR7
Close · a summary
Celebrities play a role of a "role-model" in the imagination of younger generation. Hence; responsibility & self-accountability can ensure ethical advertisements in future.