January 17, 2008

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AAF President and CEO Wally Snyder Highlights Advertising Ethics in Series of Articles and Case Studies

Snyder Hopes to Heighten Awareness and Generate Industry Dialogue


WASHINGTON, D.C.—American Advertising Federation (AAF) President and CEO Wally Snyder has begun a series of articles examining advertising ethics at the AAF Web site. "I believe a proactive consideration of advertising ethics is essential to building consumer trust—the very essence of brand building—and will drive consumers to the company's products and services," said Snyder.

In an excerpt from his first article, Snyder notes that "it is understandable that professionals and students of advertising stress the four P's of marketing: product, price, promotion and place. But how often are the positive and negative consequences of advertising ethics proactively taken into consideration? Not often enough. To the contrary, clients are forced to deal reactively with irate consumers who have taken offense from claims and depictions in their ads."

The first two articles in the series are case studies regarding the depiction of women in advertising. In both instances, Snyder discusses how these ad campaigns might lack "taste and decency" in certain market segments. He asserts that it is up to the company and its agency to articulate their messages ethically and beyond what is simply required by legal parameters. Truth and fairness are regulated by the federal and state governments, but Snyder believes that discussions of advertising ethics need to include taste and decency. Snyder further maintains that a focus on ethics in advertising will enhance the credibility and reputation of the advertising industry and strengthen American brands.

"The industry is committed to tackling the tough questions regarding children's advertising, multicultural marketing and other challenges presented by taste and decency," said Snyder. "My hope is that these articles will engage the industry and initiate further discussion on this topic."

To view the articles and join in the conversation, go to http://www.aafblog.org/blog.

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The American Advertising Federation (AAF), headquartered in Washington, D.C., acts as the "Unifying Voice for Advertising." The AAF is the oldest national advertising trade association, representing 50,000 professionals in the advertising industry. The AAF has a national network of 200 ad clubs located in ad communities across the country. Through its 215 college chapters, the AAF provides 6,500 advertising students with real-world case studies and recruitment connections to corporate America. The AAF also has 130 blue-chip corporate members that are advertisers, agencies and media companies, comprising the nation's leading brands and corporations. For more information, visit the AAF's Web site at www.aaf.org.