Legal regulation of advertising activities. Advertising restrictions Social advertising presentation

History of Public Service Advertising The first public service announcement appeared in America in 1906, the purpose of which was to protect Niagara Falls from the harm caused by energy companies. The first public service announcement appeared in America in 1906, the purpose of which was to protect Niagara Falls from the harm caused by energy companies.

Directions of social advertising: The problem of drug addiction; The problem of drug addiction; The problem of drug addiction; The problem of drug addiction; The problem of ecology; The problem of ecology; The problem of ecology; The problem of ecology; Human security; Human security; Human security; Human security; Violence and others Violence and others Violence

Advertising against drugs. Do not protect children from scary tales. “Mary had a small syringe with which she injected drugs. And wherever Mary went, the syringe was always with her. Mary loved her syringe so much that she always thought about it. She left her syringe only when she went to the next world. “Mary had a small syringe with which she injected drugs. And wherever Mary went, the syringe was always with her. Mary loved her syringe so much that she always thought about it. She left her syringe only when she went to the next world.

Advertising against drugs. Do not protect children from scary tales. "Johnny, Johnny! "Johnny, Johnny! - Yes, dad. - Yes, dad. -Do you snort cocaine? -Do you snort cocaine? - No, dad. - No, dad. -You're lying! -You're lying! - No dad. - No dad. - Say a word! - Say a word! -Aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa...

Violence against children. Mom doesn't see Uncle John coming to our house. He likes to play a game that hurts me. That's why I hurt my dolls. Mom stopped buying dolls for me. Mom doesn't see Uncle John coming to our house. He likes to play a game that hurts me. That's why I hurt my dolls. Mom stopped buying dolls for me. Now my mom won't know. Now my mom won't know.

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The purpose of the lesson:

• Cognitive: to acquaint students with the history of advertising, arouse keen interest among schoolchildren;
• Developing: To form a concept among students about information and, in general, about advertising, its types and forms, about unacceptable types of advertising, introduce the five main goals and the "golden rule" pursued by the advertising text. To teach students to find and select the necessary information, to think critically, to develop the ability to analyze, compare, generalize.
• Educational: contribute to the economic education of schoolchildren based on the acquired knowledge, the development of communicative and creativity students.

Didactic equipment:

• presentation on the topic “Advertising”;
• drawings: horseshoe, bagel, boot, cow;
• test cards;
• The federal law“About advertising” (p. 38 of the reader on the basics of consumer culture, or printout of st. 6,7,8,9,10)

During the classes

I. Actualization of students' knowledge.

The lesson begins with a question about the study of the topic. During the conversation, it turns out that this topic is “Advertising”. What would you like to know about advertising? Goals are being set.

Lesson Objectives:

• Familiarize yourself with the history of advertising.
• Introduction to advertising forms.
• Acquaintance with unacceptable types of advertising, namely with Articles 6,7,8,9,10 of the Law “On Advertising”.
• Acquaintance with the five main goals pursued by the advertising text.

II. Exploring a new topic.

1. Today we will get acquainted with another source of information - advertising. The word "advertising" comes from the Latin - "to shout loudly". Initially, this word implied a desire to “shout” to attract attention, to report news, to provide information, including about the sale of any goods. How old do you think advertising has been?

2. The history of advertising has several millennia. The researchers found that the appearance of the prototype of outdoor advertising dates back to the 1st millennium BC: it was an inscription carved on a stone found in the ruins of the ancient Egyptian city of Memphis: “I, Reno, from the island of Crete, interpret dreams by the will of the gods.” Under the volcanic ash of the city of Pompeii, preserved by lava in 73 AD, inscriptions-pointers were found,

“ Passer-by, go from here to the twelfth tower. Circus keeps a wine cellar there. Look there. See you".

“So that the eyes shine, so that the cheeks redden, so that the girlish beauty is preserved for a long time, a reasonable woman will buy cosmetics at reasonable prices from Ecliptos.”

3. In the Middle Ages, in the 12th century, most of the street advertising was built on visual images: signs above the entrance were an image of a thing, reflecting the nature of a particular institution. So, an image of a kalach was placed above the bakery, and a large metal boot hung over the shoemaker's workshop.

The townspeople, thus, were relieved of the need to read the inscriptions. In the medieval city, signs also served as signs to orient residents in space. Andersen even has a fairy tale called "How the storm outweighed the signs." According to the plot, a storm broke out in the city, which “played a joke” on the residents, swapping the signboards of all city institutions.

4. Signs in Russia were intricate and long. The chambers board issued a decree on the reduction of signage in 1749.

The situation on the Russian outdoor advertising market changed by the middle of the 19th century. The transition of outdoor advertising to a qualitatively new level dates back to this time: it becomes an adornment of the streets. The changes affected, first of all, large cities - Moscow, St. Petersburg, Yekaterinburg.

Signboards were placed on the facades, between shop windows and on the sides of the entrance. In the early 1920s, the activity of window dressing artists aroused the interest of famous painters - M. Chagall, E. Konchalovsky, B. Kustodiev. There were sign collectors.

5. A special period in the history of the development of outdoor advertising in Russia is associated with the name of Vladimir Mayakovsky. He has created many rhymed advertising texts for government organizations. He said that advertising is the name of the product. In 1923, a new method began to be used in advertising - photomontage, a new term arose - “illuminated advertising”.

6. Pay attention to how advertising looked like in Soviet times (Slides in the presentation).

7. Even the children's poet Sergei Mikhalkov created his own prototype of advertising. Let's remember the poem by S. Mikhalkov and the animated film. This is just one example of the impact of advertising on the consumer.

A man was selling a cow in the market.
Nobody gave a price for a cow,
Although many needed a cow,
But apparently people didn't like her.
- Master, will you sell us your cow?
- Selling, I'm standing with her in the market in the morning.
- Are you asking too much, old man for her?
Yes, where to make money, to return his own.
Painfully your cow is thin.
- Sick, cursed, but just trouble.

- Yes, we have not seen milk yet!
All day long the old man traded in the market,
Nobody gave a price for a cow
One boy took pity on the old man:
- Dad, your hand is not easy.
I will stand next to your cow.
Perhaps we will sell your cattle.
There is a buyer with a tight wallet,
And now he is bargaining with the boy:
- Will you sell a cow? - Buy if you are rich,
Cow, look, not a cow, but a treasure.
- Yes, is it? Looks painfully thin.
- Not very fat, but good milk yield.
How much milk does a cow give?
- If you don't milk it in a day, your hand will get tired.
The old man looked at his cow:
Why am I, cow, selling you?
I will not sell my cow to anyone,
You need such a beast!

8. Pay attention to the table, it reflects the "Short biography of advertising."

9. And now we will get to know you with the forms of advertising, as well as their advantages and disadvantages:

Start doing class work, for example, make a sample on TV, radio about the advantages and disadvantages of advertising:

Independent work in groups. Selectively do in class and then continue at home.

Advantages

Possibility of wide coverage. The frequency of advertisements. Non-seasonal nature of demand. Fast execution of ads. Wide coverage. High hit rate. Great creative possibilities. Simultaneous visual and auditory impact. Entertaining nature. Low costs. High frequency. Minor seasonal fluctuations in the composition of the audience. Possibility of full coverage of a certain area. Possibility of selective appeal to potential customers. Flexibility in form and style. Absolute control over the release process and the number of announcements. Rich typographic possibilities. Regularity of advertisements. Ability to select a demographic group. Choice of local and regional markets. Authority and trust.

Flaws

Limited color performance. The inconvenience of visual perception due to the “thickness” of the text on the pages. Rare cases of re-reading. High cost of production and broadcast time. A sharp decrease in the number of viewers in the summer. Long preparatory period. “Short life” ads. The habit of people to use the radio as a sound background and not notice advertising messages. High costs per issue. Long delivery times. Difficulty getting the right mailing list. consumer resistance. Less opportunity to attract attention than other types of media. High costs.

Ultimately your homework will look like this.

1) newspapers:

Advantages:

• Possibility of wide coverage.
• The frequency of advertisements.
• Non-seasonal nature of demand.
• Fast execution of ads.

Flaws:

• Limited color performance.
• The inconvenience of visual perception due to the “thickness” of the text on the pages.
• Rare cases of re-reading.

2) television:

Advantages:

• Wide coverage.
• High hit rate.
• Great creative possibilities.
• Simultaneously visual and auditory
• impact.
• Entertaining nature.

Flaws:

• High production cost and
• broadcast time. A sharp decrease in the number of viewers in the summer.
• Long preparatory period.

3. Postal items.

Advantages:

• Possibility of full coverage of a certain area.
• Possibility of selective appeal to potential customers.
• Flexibility in form and style.
• Absolute control over the release process and the number of announcements.

Flaws:

• High costs per issue.
• Long delivery times.
• Difficulty getting the right mailing list.
• consumer resistance.

4. Magazines.

Advantages:

• Rich typographic possibilities.
• Regularity of advertisements.
• Ability to select a demographic group.
• Choice of local and regional markets.
• Authority and trust.

Flaws.

• Less opportunity to attract attention than other types of media.
• Long preparatory period.
• High costs.

Advantages:

• Average costs.
• High frequency.
• Minor seasonal fluctuations in the composition of the audience.

Flaws:

• “Short life” ads.
• The habit of people to use the radio as a sound background and not notice advertising messages.

1) to attract the attention of a potential buyer;

2) arouse the interest of a potential buyer;

3) inspire confidence in the product and the company;

4) increase the desire of a potential buyer to have a product;

5) encourage a potential buyer to action.

You take it out yourself now. I am giving you a task. Listen to the words, then, at my request, write down these words in any order.

• Desk
• Board
• Briefcase
• Bag
• Teacher
• Class

Remember, I already told you that in 1749 the chambers - the board issued a decree on the reduction of words in advertising. We have found out that the maximum number of words that a person can remember at the same time in memory is 7 + - 2, from 5 to 9 words. From 5 to 9 words should be in an advertisement so that the advertisement has an impact on a person.

12. Consolidation of the received material. Conducting the game “Implementation of creative mini-projects to create an advertising text” - a video.

We found out that advertising on television has a great impact on a person. I want to draw your attention to the fact that one of the ways of advertising is such a type of advertising as a public offer, for example ... .. In the form public offer can be any document containing the essential terms of a future contract, with the express intention of the person who made the offer to conclude ...

On TV, this type of advertising is rarely broadcast as social advertising, for example ... .. - this advertising is very significant for our society. On TV on Sunday they show the program “So far, everyone is at home”. There is a social advertisement about children left without parents… “Let mom see, Let mom understand, mom will certainly find me…”

unscrupulous;

Unreliable;

unethical;

knowingly false;

Hidden;

Let's consider them in detail:

Today we will focus on st. 9,10 pp. 38 reader on the basics of consumer culture.

Unfair advertising is considered to be advertising that misleads consumers about the advertised product by imitating or copying text, sound effects used in advertising of other products, or abusing trust. individuals or lack of experience or knowledge. False advertising is not allowed.

An advertisement is false if it contains false information about the goods (its characteristics, purpose, consumer properties, cost of the goods, delivery, exchange, warranty and expiration dates, service, etc. An example of false advertising is the use of superlatives (“ most", "only", "best", "absolute", "only"), in the case when it cannot be documented. There are quite a lot of examples of inaccurate advertising. Inaccurate advertising is not allowed.

Unethical advertising is one that contains textual, visual, audio information that violates generally accepted norms of humanity and morality. These are cases of using offensive words, comparisons of images of race, nationality, professions, social category, age group, gender, language, beliefs of individuals. Or advertising discredits objects of art that make up national or world cultural heritage, state symbols, discredits any individual or legal entity, activity, profession, product. Unethical advertising is not allowed.

The use in radio, television, video, audio and film products and other methods of hidden advertising, which has an unconscious perception (mixing special video inserts, double sound recording), and the use of other methods is not allowed.

III. Consolidation of the studied material. As a consolidation of the studied material, we will perform a test.

Test.

a) unreliable;

b) unethical;

a) public offer;

b) dishonest;

c) obviously false.

a) in the service sector;

b) social;

c) commodity.

4. Which of the poets of the Soviet era played an important role in the development of advertising:

a) S. Yesenin;

b) A. Blok;

c) V. Mayakovsky.

III. Summary of the lesson. Have the learning objectives been achieved?

House. exercise. Continue to complete the table.

Literature was used in preparation for the lesson.

Regulations:

1. The Law of the Russian Federation “On Advertising” has been in force since 1.08.1995.
2. additional literature:
3. V.D. Simonenko, T.A. Stepchenko "Fundamentals of consumer culture", M., 2004.
4. ON THE. Zaichenko "Economics 6-8 grade" book for teachers, St. Petersburg, 2000
5. The group of authors I Vinogradova, R. Kokorev and others. “Fundamentals of consumer knowledge”, M., 1997.

Norms, requirements, procedural documents

Features of legal regulation of advertising activities. The main rules of law applied in the regulation of advertising activities.

The most important regulations regulating relations in the field of advertising are:

Code Russian Federation about administrative offenses; Civil Code Russian Federation; Federal Law of March 13, 2006 No. 38-FZ "On Advertising";

Law of the Russian Federation of February 7, 1992 No. 2300-1 "On Protection of Consumer Rights"; Federal Law of July 26, 2006 No. 135-FZ "On Protection of Competition"

Decree of the Government of the Russian Federation of June 30, 2004 No. 331 "On approval of the Regulations on the Federal Antimonopoly Service";

Decree of the Government of the Russian Federation of August 17, 2006 No. 508 "On approval of the rules for consideration by the antimonopoly body of cases initiated on the grounds of violation of the legislation of the Russian Federation on advertising"

GOST R 52044-2003. "Outdoor advertising on the roads and territories of urban and rural settlements. Are common technical requirements to outdoor advertising. Placement Rules” (adopted by the Decree of the State Standard of the Russian Federation of April 22, 2003 N 124-st);

The decision of the Council of the urban district of the city of Ufa of the Republic of Bashkortostan "On a single tax on imputed income for certain types activities” dated November 15, 2007 No. 29/14 (as amended by the Decision of the Council of the city district of Ufa of the Republic of Belarus dated October 2, 2008 No. 8/5).

The main legislative act regulating relations in the field of advertising is the Federal Law of the Russian Federation "On Advertising" No. 38 - FZ of March 13, 2006.

The aims of the law are:

development of markets for goods, works and services based on the observance of the principles of fair competition;

ensuring the unity of the economic space in the Russian Federation;

realization of the right of consumers to receive fair and reliable advertising;

prevention of violation of the legislation of the Russian Federation on advertising; suppression of the facts of inappropriate advertising.

The law does not apply to:

information, disclosure or distribution or bringing to the consumer of which is mandatory in accordance with federal law;

reference, information and analytical materials (reviews of domestic and foreign markets, the results of scientific research and testing), which do not have as the main goal the promotion of goods on the market and are not social advertising;

government announcements, others government agencies, message bodies local government, messages of municipal bodies that are not part of the structure of local governments, if such messages do not contain advertising information and are not social advertising;

signboards and signs that do not contain information of an advertising nature;

advertisements of individuals or legal entities not related to the implementation of entrepreneurial activities;

product information, its manufacturer, about the importer or exporter, placed on the product or its packaging;

any product design elements placed on the product or its packaging and not related to another product;

product mentions, means of its individualization, about the manufacturer or seller of the goods, which are organically integrated into the works science, literature or art.

Signs of false advertising

Signs of false advertising

The law provides a list of information to which this rule applies.

The previously existing norm, which prohibited the use of undocumented superlative terms in advertising, has been transformed by the new version of the law into prohibition to indicate

over others if these advantages

do not correspond to reality.

Among the requirements for advertising in the Russian Federation The main ones are the following:

it is not allowed to demonstrate the processes of smoking and consumption of alcoholic products, as well as beer and drinks made on its basis;

it is not allowed to use images of pharmaceutical and medical workers except for advertising medical services, hygiene products;

Special advertising requirements

a ban on showing minors in dangerous situations;

addressing minors and using their images is prohibited in advertising of alcoholic products, beer and tobacco and weapons (in advertising medicines and games based on risk cannot be addressed to minors);

Advertising of certain types of goods

Advertising of alcoholic beverages and tobacco is allowed only inside newspapers and magazines for adults and at points of sale. A number of restrictions are imposed on the content of advertisements for these products, including the protection of minors. It is forbidden to use in advertising of these products claims that their use is essential to achieve public recognition, professional, sports or personal success, or contributes to the improvement of the physical or emotional state.

It is forbidden to use images of people and animals in beer advertising, including animation techniques. Advertising of beer is limited in time in television and radio programs, in film and video services, it is prohibited in print publications, in radio and television programs, audio and video products for minors, in media specializing in education, health and ecology, as well as in organizations of education, medicine, children's, sports institutions and so on.

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