Marketing Ethics
Advertising has a great influence on the way people perceive themselves and the world around them, also essential values and ethical behaviors. Ethics and honest principles in advertising should be taught, and understood by its advertisers to affect people by delivering positive messages from their Ads. The ad should prove that this product will benefit them in the highest return. I will show the importance of marketing in four different sections. My first section I will define the importance of ethics and the moral principles that come hand and hand within ethics. By showing that advertising influences people in day to day life by shaping their perception on what they should look like, how certain things should function, and govern their lives. My second section will concentrate on how sex appeal affects people’s lives positively and negatively. Lastly I will focus on how to inspire the ethical corporate behavior that business workers have to improve the work environment within the office.
In business there are moral principles that are crucial to ethical advertising. These principles emphasize honesty and the self-esteem of citizens in the social ethical responsibility. Honesty in advertising is very important; advertisements should stray away from misrepresenting the truth to things that cannot happen or denying information about the product to the consumers. “While the principle of the dignity of the human person criticizes advertisements that violate our right to raise any responsible choices or even make a good use of baser tendencies. Finally, the social responsibility highly criticizes and violates advertisements that encourage wasteful lifestyles which may either damage the environment or create any sort...
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... not only require the head knowledge but also the heart knowledge” (Lantos 1999, 222).
Advertising plays a significant role in today’s society. It allows us to understand trends and important facts about what our world is being shaped into. We use ads as motivation in corporate settings and within our day to day lives. Without the motivation to purchase a product many of us would not buy most of the things we have. It is just important to remember to use the essential values and ethical behaviors of advertising.
Works Citied
Foley, J. (1999). Misplaced Marketing Commentary. Ethics In Advertising.
In: Journal of Consumer Marketing. Vatican , Italy pp.220-221.
Lantos, G. (1999). Motivating Moral Corporate Behavior.
In: Journal of consumer marketing. North Easton , Massachusetts , USA pp.222-233.
Taflinger, R. (1996). Sex and Advertising. Washington , USA .
Michael R. Hyman; Richard Tansey; James W. Clark (1994). Research on Advertising Ethics: Past, Present, and Future: Journal of Advertising, Vol. 23, No. 3, Ethics in Advertising pp. 5-15.: Taylor & Francis, Ltd.
Have you ever seen an advertisement for a product and could immediately relate to the subject or the product in that advertisement? Companies that sell products are always trying to find new and interesting ways to get buyers and get people’s attention. It has become a part of our society today to always have products being shown to them. As claimed in Elizabeth Thoman’s essay Rise of the Image Culture: Re-Imagining the American Dream, “…advertising offered instructions on how to dress, how to behave, how to appear to others in order to gain approval and avoid rejection”. This statement is true because most of the time buyers are persuaded by ads for certain products.
In order to get insights into the consumer perception about the role of advertising we have reviewed a number of articles and conducted four in-depth interviews. A number of research papers reach opposed conclusions. These vary from the ones stating that "the ethicality of a firm's behavior is an important consideration during the purchase decision" and that consumers "will reward ethical behavior by a willingness to pay higher prices for that firm's product" (Creyer and Ross Jr.
Advertising is designed to foster a desire to purchase goods and services, yet it is much deeper than that—advertising is a system of effective manipulation that twists the mentalities of those subjected to it. It shapes people’s views of the world and warps their connections to each other. Therefore, advertising not only shapes their personal values but also distorts them until their principles no longer come from within them. Thus, in my opinion, advertising, unless deeply rooted in high ethical standards, destroys any concept of community, common morality or deep bonding.
Every company that has a product to sell wants to have their advertisements grab the attention of the potential buyer. Companies today are competing at high levels to come up with the advertisements that will be flashy and aggressive so consumers will become interested in their product. However, a commercial or an ad might not get the initial point across or cause many viewers to be confused when they see them. Sometimes, what the company is trying to do might offend people. Ethical lines may be walked upon so that the strong points can be presented to the consumer.
Advertising is a $125 billion industry that attracts the attention of the public. Advertising is used as a tool of persuasion in television, magazines, radio, billboards, and in-store displays. The incredible amount of money, artistic ability, and intellectual energy spent on advertisements helps us understand the great power of the media and the advertiser's ability to control their viewers.
Advertisements are one of many things that Americans cannot get away from. Every American sees an average of 3,000 advertisements a day; whether it’s on the television, radio, while surfing the internet, or while driving around town. Advertisements try to get consumers to buy their products by getting their attention. Most advertisements don’t have anything to do with the product itself. Every company has a different way of getting the public’s attention, but every advertisement has the same goal - to sell the product. Every advertisement tries to appeal to the audience by using ethos, pathos, and logos, while also focusing on who their audience is and the purpose of the ad. An example of this is a Charmin commercial where there is a bear who gets excited when he gets to use the toilet paper because it is so soft.
In 1994, a new form of advertising and getting products and services into the world was discovered: the internet. Online advertising has been growing rapidly. We can see advertisements on almost any webpage we go to. Even if you try to avoid ads, you are bound to find some. This leads us to a crucial part of advertising which is ethics.
Morality and ethic in the field of marketing and advertisement, especially geared toward the teenage and young adult markets, does not seem to have a place. Advertisers use a host of techniques to achieve their ultimate goal of extracting money from an estimated 150 billion dollar teen market. They use viral marketing, subliminal, and sex just to name a few. They even turn children into their very own (unpaid) brand spokespeople. We live in a world where advertisers and marketeers will sell their products by any means necessary and the ends justifies the means.
Advertisements are pieces of art or literary work that are meant to make the viewer or reader associate to the activity or product represented on the advertisement. According to Kurtz and Dave (2010), in so doing, they aim at either increasing the demand of the product, to inform the consumer of the existence, or to differentiate that product from other existing one in the market. Therefore, the advertiser’s aim should at all times try as much as possible to stay relevant and to the point.
Nowadays, advertising is a very big business. Very often is the major means of competing among firms. Furthermore, supporters of advertising claim that it brings specific benefits for consumers.
Nowadays, advertisements are everywhere embedded in our daily life. They are powerful resources that inform people the latest news about a particular product or brand in many different ways. Most of the people are being able to get more information and detail of a product from media, radio stations, newspapers and internet. Even though advertising is a big informative source, it also can be considered as a marketing tool to control the mind and desires of the consumers to manipulate and persuade them to buy things they do not need.
Advertising has been an essential source for aiding in global consumption. Individuals in society work to be able to spend their money, and advertisement play a big role in where money is being spent. Ads are very diverse and often consist of an array of fields in which consumers are targeted. Ranging from food, health, clothing, sports, image, lifestyle, etc. Ads provide important means of influence on our society. Ads often play the role of persuade people to come buy products from a specific distributor. On average an individual is exposed to 3000 plus more ads daily, via TV, Internet, print, billboards, etc. In the past decade though ads have drastically changed due to the ever-growing digital era we are living in. Digital technology has assisted in the industry making changes to accommodate our tech-savvy society. Changes in the advertising industry have occurred due to the adoption of the Internet, social media, television, and mobile technology.
Advertising has been defined as the most powerful, persuasive, and manipulative tool that firms have to control consumers all over the world. It is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. Its impacts created on the society throughout the years has been amazing, especially in this technology age. Influencing people’s habits, creating false needs, distorting the values and priorities of our society with sexism and feminism, advertising has become a poison snake ready to hunt his prey. However, on the other hand, advertising has had a positive effect as a help of the economy and society.
Advertising is an information source to inform people about the products and new prices of the company which can help them to make informed choices. More recently, huge amount of money has been spent on advertising throughout the world. Different types of advertisement such as television, radio, magazine, newspaper, the internet, billboards and posters can influence consumer’s behavior positively or negatively as there are different arguments and opinions. This essay will focus on the purpose of the advertisement for the company, the positive effects and negative effects of advertisement on consumer behavior.