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In what way should the UK CAP Codes (CAP/BCAP Codes) be reformed? - Essay Example
Author : qreichert
Pages 12 (3012 words)
Name: Course: Date: In what way should the UK CAP Codes (CAP/BCAP Codes) be reformed? Introduction Advertising is a powerful tool that can be applied to shape the attitudes and behavior of people towards the purchase and consumption of various brands and products from businesses (Fletcher, 2008 p22)…
This concept defines the existence of the UK CAP Codes (CAP/BCAP Codes), which are applied towards ensuring that the promotion of brands through the mass media, as well as through different other channels such as the internet remains ethical, responsible and most importantly legal (CAP, 2013 n.p.). The Committee for Advertising Practice (CAP) is the body tasked with the responsibility of formulating, writing and maintaining the UK advertising codes, while also providing authoritative advice regarding these codes, which consists of well laid-down rules for the media, agencies and advertisers regarding how they should conduct their promotional activities of brands and products, as well as solicit for any form of support from the wider public (CAP, 2013 n.p.). Nevertheless, considering that the advertising and promotional needs for the parties involved keeps changing with every passing day, this discussion seeks to offer a macro-level analysis of the ethics of advertising regulation, with a view to assessing how the UK CAP Codes (CAP/BCAP Codes) adheres to the ethics of advertising regulation, while also determining what changes might be deemed necessary. Discussion According to the Persuasive Advertising Theory, there are three major and primary responses that an advert can trigger. ...
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