Review ad ethics: Soeharto
Review ad ethics: Soeharto
NUSA DUA, Bali (JP): President Soeharto opened the 19th Asian
Advertising Congress yesterday by suggesting that advertisers
review their practices and consolidate the ethical foundations of
advertising.
Soeharto acknowledged the great role of advertisement in
sustaining economic growth and enhancing competitiveness.
He noted that the rapid economic growth in the Asian region
has resulted in fierce competition and in such a situation
advertising plays a crucial role.
"Asia's advertising has the responsibility to take into
consideration the social, humanitarian and spiritual aspects that
are in line with the cultural values of this region," he reminded
his listeners.
He stressed the importance of preserving the nation's identity
amid efforts to further develop the economy to reach the level of
progress of more advanced nations.
He cautioned that great economic progress will be meaningless
if, in the end, "we will be deprived of our own culture".
"A nation deprived of its own culture will always be an
uneasy, weak and unhappy nation," Soeharto told 1,200 advertising
executives and officials from more than 17 countries in Asia,
Europe and North America.
He said that with the advancement of communications
technology, advertisements have entered the lives of people all
around the world with the ultimate goal of influencing the minds
and attitudes of societies so they are attracted to buy the
products and services being promoted.
That is precisely the reason why the advertising community
should never overlook its responsibility towards the public,
Soeharto said.
Inconsistent
Soeharto observed that the advertising world is easily tempted
to indulge in the practice of drawing the public's attention in
ways that are sometimes inconsistent with national cultural
values and traditions.
The President reminded the advertising executives of their
moral and social responsibilities to see to it that ads will not
become a means to dictate to the public and to cause irrational
purchases of products and services.
"Advertising must avoid practices that degrade human dignity
and standing, especially that of children and women," he said.
Soeharto also said advertising services should be further
improved to increase their contribution to the promotion of the
competitive edge of products and services.
But such improvement should be achieved not only through the
enhancement of the professionalism of resources, means and
infrastructures, but also through the consolidation of the
ethical foundation of advertising, the President added.
Soeharto pointed out that without a strong ethical foundation,
advertising will become no more than a tool for reaping the
greatest possible profits at the expense of the public interest.
He said he hoped that advertising would also be able to
contribute to the narrowing of the social and economic gaps in
society that could otherwise lead to undesirable social unrest
and upheaval.
"Only with such an attitude will our advertising world emerge
as a positive force for the advancement of our people's physical
and spiritual wellbeing," Soeharto asserted.
After the official opening yesterday, the first day's session
discussed up trends in Asia from the economic, cultural and
public policy points of views. Subroto, the former Indonesian
minister of mines and energy and former secretary-general of
OPEC, was the main speaker.
The second day's session today will focus on the role of the
advertising industry in the up trend and the third day will
discuss the media's role and interaction with the advertising
industry.
The last session on Thursday will explore the challenges and
opportunities in the media industry generated by rapidly
expanding new technologies.
The four-day AdAsia'95, the second Asian advertising congress
in Indonesia after the first one in Jakarta in 1974, is being
held at the Bali International Convention Center.
The opening ceremony was attended by Minister of Information
Harmoko, Minister/State Secretary Moerdiono and Minister of Trade
B. Satrio Joedono. (vin)
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