Review ad ethics: Soeharto<\/p>\n
NUSA DUA, Bali (JP): President Soeharto opened the 19th Asian
\nAdvertising Congress yesterday by suggesting that advertisers
\nreview their practices and consolidate the ethical foundations of
\nadvertising.<\/p>\n
Soeharto acknowledged the great role of advertisement in
\nsustaining economic growth and enhancing competitiveness.<\/p>\n
He noted that the rapid economic growth in the Asian region
\nhas resulted in fierce competition and in such a situation
\nadvertising plays a crucial role.<\/p>\n
\"Asia's advertising has the responsibility to take into
\nconsideration the social, humanitarian and spiritual aspects that
\nare in line with the cultural values of this region,\" he reminded
\nhis listeners.<\/p>\n
He stressed the importance of preserving the nation's identity
\namid efforts to further develop the economy to reach the level of
\nprogress of more advanced nations.<\/p>\n
He cautioned that great economic progress will be meaningless
\nif, in the end, \"we will be deprived of our own culture\".<\/p>\n
\"A nation deprived of its own culture will always be an
\nuneasy, weak and unhappy nation,\" Soeharto told 1,200 advertising
\nexecutives and officials from more than 17 countries in Asia,
\nEurope and North America.<\/p>\n
He said that with the advancement of communications
\ntechnology, advertisements have entered the lives of people all
\naround the world with the ultimate goal of influencing the minds
\nand attitudes of societies so they are attracted to buy the
\nproducts and services being promoted.<\/p>\n
That is precisely the reason why the advertising community
\nshould never overlook its responsibility towards the public,
\nSoeharto said.<\/p>\n
Inconsistent<\/p>\n
Soeharto observed that the advertising world is easily tempted
\nto indulge in the practice of drawing the public's attention in
\nways that are sometimes inconsistent with national cultural
\nvalues and traditions.<\/p>\n
The President reminded the advertising executives of their
\nmoral and social responsibilities to see to it that ads will not
\nbecome a means to dictate to the public and to cause irrational
\npurchases of products and services.<\/p>\n
\"Advertising must avoid practices that degrade human dignity
\nand standing, especially that of children and women,\" he said.<\/p>\n
Soeharto also said advertising services should be further
\nimproved to increase their contribution to the promotion of the
\ncompetitive edge of products and services.<\/p>\n
But such improvement should be achieved not only through the
\nenhancement of the professionalism of resources, means and
\ninfrastructures, but also through the consolidation of the
\nethical foundation of advertising, the President added.<\/p>\n
Soeharto pointed out that without a strong ethical foundation,
\nadvertising will become no more than a tool for reaping the
\ngreatest possible profits at the expense of the public interest.<\/p>\n
He said he hoped that advertising would also be able to
\ncontribute to the narrowing of the social and economic gaps in
\nsociety that could otherwise lead to undesirable social unrest
\nand upheaval.<\/p>\n
\"Only with such an attitude will our advertising world emerge
\nas a positive force for the advancement of our people's physical
\nand spiritual wellbeing,\" Soeharto asserted.<\/p>\n
After the official opening yesterday, the first day's session
\ndiscussed up trends in Asia from the economic, cultural and
\npublic policy points of views. Subroto, the former Indonesian
\nminister of mines and energy and former secretary-general of
\nOPEC, was the main speaker.<\/p>\n
The second day's session today will focus on the role of the
\nadvertising industry in the up trend and the third day will
\ndiscuss the media's role and interaction with the advertising
\nindustry.<\/p>\n
The last session on Thursday will explore the challenges and
\nopportunities in the media industry generated by rapidly
\nexpanding new technologies.<\/p>\n
The four-day AdAsia'95, the second Asian advertising congress
\nin Indonesia after the first one in Jakarta in 1974, is being
\nheld at the Bali International Convention Center.<\/p>\n
The opening ceremony was attended by Minister of Information
\nHarmoko, Minister\/State Secretary Moerdiono and Minister of Trade
\nB. Satrio Joedono. (vin)<\/p>\n
China -- Page 11<\/p>", "url": "https:\/\/jawawa.id\/newsitem\/review-ad-ethics-soeharto-1447893297", "image": "" }, "sponsor": "Okusi Associates", "sponsor_url": "https:\/\/okusiassociates.com" }