draft major assignment

Assignment 3: Major Team Project

Lucy Chappell (103066490) Isabel Wheatley (103596159) Dario Foti (103088410) Athanasios Romios (103061819)

ADV20001: Advertising Issues: Regulations, Ethics and Cultural Considerations

Contents 4 5 6 7 8 10 11 12 13 14 15 16 17 18 19

The purpose of this report What is a Federal Election?

What is an Ethical Framework?

The AANA, ACCC, AEC and Ethical Relativism The Ethical Framework The Independent Party The Labor Party The Greens Party The Liberal Party Attack Communicaton Attack Communication via Social Media Name Identification Communication Name Identification via OOH Advertising Argumentative Communication Name Identification and Argumentative Advertising via Direct Mail

20 Conclusion 22 References

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The Purpose of This Report The purpose of this publication is to analyse Federal Election campaigns currently taking place in Australia, and to explore the cultural and ethical impact that political advertising has.

Specifically, we will be focusing on the electoral division of Kooyong.

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What is a Federal Election?

A federal election is run to select a candidate to represent Australians of that area in the House of Representatives. They will have the power to make decisions and laws on behalf that electorate (Parliamentary Education Office 2022). The candidate is elected through a preferential voting process by citizens of that electorate.

Using Australia’s existing legislation, we will create an ethical framework to analyse the 2022 Federal Election. Australia’s advertising industry is self-regulated by the AANA, however our framework will also be influenced by the AEC, the ACCC, and the theory of ethical relativism. Our framework will critique political advertising marketing communication forms of attack advertising, name identification, and argumentative advertising. Furthermore, we will examine how these are used in conjunction with advertising media forms of social media, out-of-home advertising, and direct mail advertising. We will be comparing how four political parties of the Kooyong electorate use these approaches and media forms. The four parties are Liberal (Josh Frydenberg), Independent (Monique Ryan), The Greens (Piers Mitchem), and Labor (Peter Lynch).

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What is an Ethical Framework?

Ethical frameworks are perspectives useful for reasoning what course of action may provide the most moral outcome (Pennstate 2022). Ethics provide a set of standards for behaviour that helps us decide and moderate how we ought to act in a range of situations. The ethical framework created for this publication will be used to evaluate political advertising of the Kooyong electorate. Advertising or marketing communications are generally regarded as “election advertising” if they contain material intended to affect voting in an upcoming election (Ad Standards 2022). To achieve creation of an effective ethical framework that regulates fairness and justice, we will base it off pre-existing codes and ethical theories.

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Australian Association of National Advertisers (AANA)

Australian Competition and Consumer Commission (ACCC)

Our framework will draw inspiration from the Australian Association of National Advertisers (AANA) code of ethics, which is a code that self-regulates advertisers and marketers.

The objectives of the code are to ensure that advertising and communication remains legal, honest, truthful, decent, and maintains individual’s dignity. The code has an obligation to protect consumers from harmful content, and preserve the fairness and responsibility of competitors (AANA 2022).

The ACCC has similar values stated in the AANA code of ethics, and aims to promote “competition and fair trade” in business advertising and marketing (ACCC 2022). They have an overall objective to benefit Australian businesses, consumers and communities under Australian infrastructure. Whilst the ACCC does not cover political advertising, we will take consideration of their values on false and misleading statements.

The Australian Electoral Commission (AEC)

Ethical Relativism

Our framework will also be influenced by The Australian Electoral Commission (AEC).

The AEC are a federal agency that organises, conducts, and supervises federal elections in Australia. Under the Commonwealth Electoral Act (1918), the AEC have a duty of regulating the authority and authenticity of advertising resources, as well as the advertising types (AEC 2022). Additionally, their role includes foreseeing that electoral advertisements are authorised by their party so that their origins are identifiable (Ad Standards 2022).

Finally, our framework will consider the theory of ethical relativism which is a theory that an action’s rightness and wrongness is dependent on the normality of society (Velasquez et al 1992). Ethical Relativism concerns who a person would like to become in the future, the betterment of human kind, and what the actions of other people and organisations are.

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The Ethical Framework The ethical framework will be used throughout the rest of the report as a tool that we can use to evaluate and analyse political parties of the 2022 Federal Election. It will take the form of a list of regulations that will assess if the advertising of each political party is ethical or not. The framework allows for open interpretation of rules and ethical considerations. The framework will take pre-existing rules, regulations, and values from previously listed regulators to create effective guidelines

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1. Election advertising must not contain any misrepresentation

that could cause harm or damage to the goodwill or business of competitors (based on the AANA Code of Ethics).

2. Political parties must follow the laws of the Australian self-

regulated market as well as the Commonwealth law (based on the AANA Code of Ethics).

3. Election advertising must not be misleading or deceptive, or

have clear potential to mislead or deceive (based on the AANA Code of Ethics).

4. All Election advertising must be clearly authorised by its

creator party so that it’s evident which party is responsible for the advertisement (based on the AEC and The Commonwealth Electoral Act).

5. Election advertising must consider the future betterment of human kind (based on ethical relativism).

6. Election advertising should not exploit community concerns of environmental protection by implying that a party will benefit the environment with their services if it’s in a misleading way and they don’t have the proof and framework to do so (based on the AANA Code of Ethics).

7. Election advertising must not portray violence in any way

shape or form in general and specifically towards consumers or other parties (based on the AANA Code of Ethics).

8. Election advertising should not portray anyone in a way that

vilifies or discriminates against them based on their nationality, gender, ethnicity, race, religion, sexual orientation, race, political belief, mental illness, or disability (based on the AANA Code of Ethics).

9. Election advertising must use appropriate language. This

includes being absent of strong, obscure or vulgar language (based on the AANA Code of Ethics).

10. All guarantees made within Election advertising from the

winning party must be delivered truthfully in the duration of that party’s rulership or there will be legal consequences (based on the ACCC Australian Consumer Law).

11. All electorates must respect the privacy of citizens and their competitors (based on the AANA Code of Ethics).

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Indepedent Dr Monique Ryan

As well as standing as an independent candidate, Ryan was previously a paediatric neurologist who directed the neurology department at the Royal Children’s Hospital. Ryan places emphasis on her education throughout her campaign.

Her primary policies concern the climate, the economy, the community, and the future of Australian children. Ryan positions herself as the underdog in this election conveying herself as any average community member of Kooyong, even going as far as to say “I’m not a politician” (Ryan 2022). Furthermore, she states that “no party can convince me to sign over my values” reminding the public that she will not set aside her beliefs and values for a large party, and that she is just like them. Rallying up over 2000 volunteers, Ryan has created a strong communitybased campaign. One of her primary forms of advertising was digital advertising, spending close to $86,700 on Facebook advertisements (Brooke & Hutchinson 2022). Ryan also covered every inch of the Kooyong area with out-of-home advertising in the means of billboards, flyers, posters, and brochures.

Additionally, word of mouth was also utilised. According to Ryan’s Twitter post, her volunteers knocked on over 55,000 doors which resulted in 22,000 conversations through-out the community about Ryan’s vision and policies. She positions herself as a down to earth member of the community (Ryan 2022).

Monique Ryan’s campaign secured more than $1 million in funding from 1800 donors including Climate 200 who are a pro-climate ‘community crowdfunded initiative’ (3AW 2022).

The majority of this funding went towards digital, mail and outof-home advertising generating name-identification for the candidate. Of our ethical framework, it’s especially i mportant to consider rules 5, 6 and 10. Monique must stay true to her primary policies including climate change and education, making sure t hat she’s bettering human kind and delivering on her promises.

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Labor Dr Peter Lynch

Dr Peter Lynch also has a history in the medical field and places emphasis on his passion for health and previous career of working as a specialist physician. Lynch’s campaign message is that he is running in the Kooyong electorate “because of the failure of leadership and poor Ministerial standards of the Morrison Government in many policy areas” (Lynch 2022).

Lynch’s views and values align with his party’s anti-Liberal messages. Lynch is very active on social media platforms such as Twitter and has also undertaken multiple radio broadcast interviews. Lynch also par-took in multiple c ommunity forums and local rallies.

The Labor party heavily focused on attacking its primary competitor Liberal by highlighting the weak performance of Prime Minister Scott Morrison within their advertisements. The Labor party used a range of advertising forms to undertake this.

Some of their electoral views and values could be viewed as misinterpretation and slander against the current Prime Minster.

This would likely damage Morrison’s popularity and political career, relating to rules 1 and 8 of our ethical framework which are to avoid causing damage to the goodwill of competitors. It’s also important to consider rule 5 of the framework. It’s difficult to fathom how attack advertising actually benefits Kooyong citizens for the greater good.

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The Greens Piers Mitchem

Piers Mitchem has a professional background in law and worked as an employment lawyer for over ten years before running his campaign. Mitchem has substantially fewer out-of-home and digital advertisements that his competitors. The Green’s campaign strategy is heavily dedicated to a call for action on climate change, urging audiences that there is an immediate need for change. This urgency has the potential to cause unnecessary stress and discomfort to the consumer, but is not violent or misleading.

The Greens primarily advertised their campaign message through digital media and direct mail, lightly using out-of-home advertising. Some argue that The Greens promote unachievable policies such as to “wipe student debt”, give people “free and unlimited mental health counselling” and “free dental care” (The Greens 2022). There’s no way to tell yet if these policies are misleading or reliable, but if these deliverables aren’t achieved or truthful they could breach rules 3, 5, and 10 or our ethical framework. These would be breached because they would be encouraging people to vote for a party who don’t deliver on their policies which is deceptive.

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Liberal Josh Frydenberg

The federal Treasurer and Liberal Party deputy leader Frydenberg has held the seat of Kooyong since 2010. His primary campaign message aligns with the liberal policy of ‘securing our recovery’, concerning the economy and future (Fryenberg 2022). Similarly to Monique Ryan, the Liberal Party has utilised out-of-home advertising plastering Frydenberg’s face on buildings, billboards and posters throughout the community. With slogans like “keep Josh” he is reiterating to Kooyong that he has the power, experience and a past of getting things done. The Liberal Party promise “more jobs. Tax relief for millions. Better healthcare.

Cleaner energy. Stronger national security” (Frydenberg 2022).

Attack advertising was prominent throughout Frydenberg’s campaign. He utilised feelings of anxiety with slogans such as “Keep Josh” & “Don’t Risk Monique”, evoking community concern. This manipulates the audience to believe that Australia’s economy will be damaged if he is not re-elected, reiterating the previous success of the Liberal economic plan, influencing the community to believe Australia’s employment rates and economic status will suffer under new leadership. This could potentially violate rules 1, 3 and 8 of our ethical framework as it could harm the goodwill of other competitors and vilify other candidates.

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Attack Communication Fear and attack appeals were prevalent within this election, primarily between Liberal candidate Josh Frydenberg and Independent Monique Ryan. Applying emotion in political advertising has proven to be effective at changing behaviour.

When political parties use fear strategies to advertise, voters’ brains detect threat, and by suggesting that they can vote a certain way to mitigate this fear it encourages people to re-think their “traditional” party preferences (Brader 2005).

Frydenberg goes as far to say that Labor and The Greens were effectively running dead and that his competition were “all in bed together” (Frydenberg 2022). This statement could be interpreted as inappropriate for the political context and violates rule 9 of our ethical framework because it uses obscure language that could evoke anxiety and discomfort in the audience.

It was also prevalent that Frydenberg personally targeted Monique Ryan, bringing her mother-in-law into the public eye by making claims that the elderly women informed him that she would be voting for him (ABC 2022). This breaches our ethical framework because it vilifies Ryan and could potentially be deceptive because there is no evidence. Furthermore, the political beliefs of a candidate’s family should not be brought into an argument as it’s an invasion of privacy. This is a breach of rule 8 and 11 because it discriminates against Ryan based on political beliefs that don’t belong to her. It appears that in order for candidates to enhance their popularity they must promote their own accomplishments, but also stress the weaknesses of their oppositions. The ethical consideration of provoking unnecessary fear onto citizens for a party’s political gain arises, breaching rule 5 of our ethical framework because this attack form of advertising does not benefit the community.

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Attack Communication

via Social Media

Social media advertising is a powerful tool that can be taken advantage of with the use of data analysis, whilst also being a platform that allows a candidate to advertise themselves and build relations with the electorate community. Advertisements “based on psychometric user profiling have emerged as an effective way of reaching individuals who are predisposed to accept and be persuaded by the advertising message” (Bay 2018). Psychometric user profiling is when one’s social media profile is measured on a range of variables to gather user information. Psychometrics can be isolated by each political communication form (attack, argument, etc.) to differentiate party approaches. This can be essential information for both parties and voters, so that parties can see the approach that their competitors have taken, and so that voters can compare party communications.

Whilst social media offers the opportunity for community and candidate interaction, it is an open platform that anyone can comment on. If a candidate makes a mistake, social media becomes a platform for anyone to judge and critique how they might not be the right person for the job, which can ultimately lead to spread of misinformation.

This makes social media a vessel for attack advertising. Social media works hand in hand with attack advertising because candidates cannot reject or block criticism or from other parties and the public. For example, Piers Mitchem made attack comments against other parties through Instagram captions and twitter posts. These included mentioning that “the LiberalNational government has trashed our national broadcasters” and that the “government had overstayed its welcome” (Piers Mitchem 2022). Frydenberg also used Instagram as a platform for attack advertising, stating that “Anthony Albanese will be your landlord” and “employment was 5.7% under Labor” (Frydenberg 2022). All parties used social media in a similar manner. Whilst social media is an effective tool, its informality can violate ethical principles of self-regulation. Additionally, psychometric user profiling can be seen as a breach of privacy because it gives the parties information about users. This could breach rule 11 of our ethical framework, to respect privacy of citizens.

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Name Identification Communication The most frequent form of political advertising marketing communication is name identification, as it allows for candidates to gain exposure. To be remembered is a giant push that identifies a candidate views and values, along with which party they’re associated with. This is typically the first form of advertising seen by a community and it’s widely spread across campaign advertising mediums to create recognition. “Having more voters know who you are is important, but there is a big difference between name [identification] and a good relationship with a voter” (Fuld 2017) Name identification is essential to build a relationship with voters.

Name identification is prevalent in every party and is especially utilised by larger parties who mass produce the exact same content for media applications such as flyers, posters, yard signs, social media, and billboards. Examples of this lie within the Green’s campaign. They don’t change the format they’ve used from the last two elections, and maintain this format across other electorates. Name identification and repetition maintain their sense of consistency and memorability.

Although it is necessary for each party to identify their candidate to inform the public, the clutter that accumulates overtime can be a double edge sword and can come across as the community being “harassed” by the constant repetition. Josh Frydenberg pushes this further by associating himself with members of the community through advertising propaganda of various “normal” people within the Kooyong district, identifying their relationship with him. He identifies himself as the only person that is right to vote for in the community, consistently associating himself with valued community members.

Imagery of candidates can persuade the public because it presents them in the most idyllic way. Candidates use this imagery to build a relationship with the voters. From imagery, name identification and association, voters can decide who seems the most appealing as a representative. Despite being the first tactic used, name identification remains consistent throughout the campaign. Whilst this form of communication can become annoying or repetitive, it does not breach the ethical framework, so we don’t see any serious moral issues.

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Name Identification

via OOH Advertising Out of home (OOH) advertising is the most used medium of political advertising in each electorate as it has the most reach towards members of the community in everyday life. This can be conducted through a variety of tactile ways that utilise car and foot traffic, as well as public transport.

OOH advertising is strong in its form because it never switches off, having a 24/7 cycle. “Advertising in the public domain is visible to a broad audience” and this audience is essential to the success of a campaign (OMA 2017). With OOH advertising, parties are not only advertising themselves to their own electorate, but to their greater region who travel through the area and can make judgements on the parties involved. These judgements can then be passed on through word of mouth.

Each political party has utilised this form of advertising because allows for the community to get familiar with each party and candidate. Outdoor advertising in this electorate typically uses name identification presented by a photo of the candidate, their name, the party they represent and any important information viewed as crucial to get across such as an argumentative stance or party policy.

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Argumentative Communication Another communication form employed by each party is argumentative advertising, a strong way to advertise that shows voters where a party stands on specific issues and policies. An argument can persuade the audience “by appealing to reason and relying on evidence”. An argument proceeds if there is counteractive evidence to a statement or message (Tellis 2004).

This communication form is about showing each party’s stance on a policy to allow voters to make an informed judgement.

While it’s mostly effective, some parties use it to only focus on a singular issue, promoting a stronger stance on one topic such as independent parties and climate change. If policy information is withheld entirely from an advertising campaign, this would violate rule 3 of the ethical framework, because it would be misleading citizens by withholding crucial information.

The opposite of this would be the Greens who formulated an entire booklet that outlines their agenda on a large range of policies, what should be changed and where they stand on the issue. This booklet was mailed out to Kooyong citizens and provides snippets on how the policies of their competition differ in a negative light. The booklet uses multiple communication forms to inform the audience. From one viewpoint, it’s a great way to present each argument and policy logically in one place with evidence. From another perspective, it becomes difficult to translate and less clear as to what the party values most.

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Name Identification and Argumentative Advertising

via Direct Mail

Name identification and argumentative advertising are also used through a direct mail system which sends advertisements to letterboxes in the Kooyong electorate. This directly targets citizens within the electorate, and creates a call to action to change voting preferences.

Citizens receive large amounts of political advertising throughout the campaign, making them less captive to the mail they receive.

This requires parties to stand out amongst the competition. To do so, parties should firstly identify themselves. They should then offer information on their stance for a range of policies, and inform the audience of how to vote for them directly as the call to action.

Direct mail aims to create a closer way to connect to voters, however it can also be viewed as ‘junk’ and an invasion of space.

Direct mail advertising can concern issues of privacy and data protection, specifically if an advertisement is personalised to include your name and where you live. Citizens don’t often welcome this format and it breaches rule 11 of the ethical framework, which is to respect the privacy of citizens.

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Conclusion

We analysed four political parties of the Kooyong electorate based on the political advertising communication forms and the media they used. To do this we created an ethical framework based on pre-existing regulations. The framework was designed to be open to interpretation and would determine if the campaigns for each party were ethical or not. The parties used attack advertising, name identification, argumentative advertising, social media, out-of-home advertising, and direct mail advertising.

There is no clear line as to what is ethical and what is not, but from our framework we believe that attack communication and fear appeal are potentially unethical, especially when directed at other parties and citizens. Attack advertising was utilised by every party, however it was more prevalent in parties such as Liberal who focused on an approach that some might consider to use vulgar language. That being said, when done correctly with evidence, attack advertising can be justifiable.

Furthermore, we believe that direct mail and social media disrespect the privacy of citizens and candidates when used incorrectly. These platforms should be used in a professional manner that does not target particular citizens. This means being scarce with what mail advertising is handed out and also not including any names or personal details of recipients on the advertisements.

We believe that name identification, argumentative advertising, and out-of-home advertising are acceptable. Name identification is the only way for candidates to become recognisable to citizens, and out-of-home advertising is the most effective way to do so.

Argumentative advertising is acceptable when evidence and the appropriate language is used.

How ethical a campaign was depended on how the party used each media form and communication, if they considered the betterment of human kind, and if they adhered to the ethical framework. Just because a portion of a campaign was not considered ethical, does not mean that their entire campaign was evaluated as unethical.

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