...Abstract In the world of business, the advertising industry holds responsibility of providing promotions that fall under ethical boundaries and obey moral conduct. However, with the expansion and evolution of global communication, the fundamental meaning of human ethics has been progressively abused. This study’s central concern is the ethical dilemma plaguing advertisements in Lebanon. It focuses on how Lebanese people, especially the youth, are manipulated and influenced by the ethical digression exposed in advertisements. The three aspects examined were the portrayals of sexual appeals, alcohol and tobacco since they represent the most mistreated issues. The study used an electronic survey consisting of ten questions intended to depict the opinions of Lebanese people on current advertisements. It was found that the male and female participants mutually find present ads to be inappropriate when considering these aspects. Alcohol, tobacco and sexual portrayals pose a concern to the participants rendering them unethical. A general consensus proposed stricter regulatory measures to be taken against such advertisements. Lebanese advertisers must venture for opportunities and methods to publicize ideas and products without submitting them to immoral standards. Further recommendations and research gaps are presented in the study. Introduction: The Ethical Predicament of Advertisements: An in-depth study of publicizing tobacco, alcohol and sexual appeals. Imagine a...
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...Critical and Ethical issues faced by advertisers in drafting advertisements Almost all companies use some sort of advertising when selling a good or a service. The expenditure for the campaign might depend on the type and the size of the Business. Advertising is a complex form of communication that influences customers to purchase a certain product or consume more from that product and, it always identify the sponsor or the company. Advertisements draw public attention to goods and services. Objectives and strategies of advertising lead to various types of impact on consumer thoughts, feelings and actions. Advertising is a paid medium. Generally advertisements provide information of the certain product or service in many different ways. Traditional media, such as; television, radio, newspapers, magazines, books, direct mail and billboards are most commonly used to transmit advertisements to consumers. Advertiser holds the main role in Advertising. Advertiser is the person or organization that uses advertising to send out a message about its products. Advertising Agency is the second player in Advertising. One of the primary benefits of advertising is its ability to communicate to a large number of people at one time. There are different types of Advertising; Print advertising, Outdoor advertising, such as; Billboards, kiosks, tradeshows and events, Broadcast advertising, Covert advertising, Surrogate advertising, Public service advertising and Celebrity advertising. Print...
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...Assignment 3: Legal and Ethical Considerations in Marketing, Product Safety, and Intellectual Property Kemal Cankaya Strayer University Law, Ethics, and Corporate Governance Prof. Augustine S Weekly December 15, 2013 1. Research three to five (3-5) ethical issues relating to marketing and advertising, intellectual property, and regulation of product safety. With the globalization in world economy, business ethics became indispensable neces- sity for companies. Business to business ethics of appropriate behaviors in the long term success of businesses in a positive direction, otherwise it has been the power to adversely affect the behavior. As a result, the collapse of ethical scandals have emerged released in the United States of America and Europe. Business, which clearly indicates the necessity and importance of business ethics ethics have valuable lessons from the collapse. Ethical issues at Marketing Nowadays, marketing ethics, ethical issues comes up with sales-related studies and sensitivity in the community. This aspect of the business from a societal perspective should insist on the importance of ethical practices. As a result of marketing activities by the community due to the high impression, often come up with moral problems in the advertising, personal selling, market research and international marketing issues are seen to be available to unethical behavior. Especially in the 1970s and 1980s, various scandals...
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...Marketing The Use of Alcohol, Sex, and Children Business Ethics 11/23/2013 Introduction The American Marketing Association defines marketing as, the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (www.marketingpower.com) This practice dates back to the 1450’s when the Gutenberg invented the first movable type, which allowed mass printing to be possible for the first time. Marketing and advertising has since evolved from magazines, to billboards, radio, television, telemarketing, print ads, and now with the digital age booming, has become a hyper competitive industry where companies will do just about anything to attract a customer. Doing “just about anything” is where marketers and advertisers operate on a very thin line as to what is considered ethical. This strategy now includes tactics such as the use of alcohol, sex, and the targeting of children to attract consumers. Companies use the power of beer advertisements at college sporting events, sexually explicit advertisements in venues viewed by children and teenagers, and use the developing minds of small children as targets in the advertising of certain products. While these strategies may be legal, they are not always ethical. In this paper, I will challenge the use of content, tactics, perception, and target audience, while applying ethical tests and theories regarding...
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...Is it ethical to use women as a marketing instrument? Mass media plays a great part in our lives. Television, newspapers, magazines surround us everywhere every day of our lives. All of them are stuck with different kinds of ads. But how often do we pay attention to the real sense of those ads and the ways the advertisers try to sell various products to us? There have been growing concerns about and critics toward the usage of women as a sexual object in marketing practices. However, firms are still using women as an instrument to attract consumers. This paper examines some business ethics theories to determine whether firms’ use of women as a marketing instrument is ethical or not. The deductions from the business ethics theories suggest that it is unethical to abuse women in marketing practices. In today’s business world, women are used as an object to attract consumers’ attention to the products that firms sell. They are exploited as a marketing instrument in a wide range of firms’ activities. Women appear as a sexual object in any kind of advertisement or as an attractive material standing nearby a product. Sometimes firms use sexual saleswomen to facilitate the sale or to attract consumers’ attention to the firm or product. Particularly, it is very common to use sexually attractive women in advertisements regardless of the product is related to sexuality. The use of sexual women images...
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...The Ethical Dilemma of Advertisements “The effect of sex appeal and emotional appeal on adolescents” By: May Abd El Latif El Hattab Seminar Paper / Bachelor Thesis Submitted to the “Marketing department” At the Faculty of Management & Technology German University in Cairo Student registration number: 4-1086 Date: 4th of June, 2008 Supervisor: Professor Mohamed Radwan Table of Contents Table of Contents ........................................................................................................... i Table of figures: ...........................................................................................................iii List of tables: ............................................................................................................... vi Chapter 1: Introduction ................................................................................................. 1 Chapter 2: Literature Review......................................................................................... 2 2.1 Sex Appeal .............................................................................................................. 3 2.2 Emotional Appeal:................................................................................................... 5 2.3 Research question;................................................................................................... 8 Chapter 3: Research Methodology:............................................................
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...Ethics Issues University of Phoenix MGT 216 Organizational Ethics and Social Responsibility 20th July, 2009 Ethics Issues Less than a year ago a regional property supervisor working for California Commercial Investment found an accountant stealing from the company. More specifically, the accountant was posting charges for one of our buildings (i.e. labor and supplies for painting), cutting checks, misleading the owner to sign them and cashing them for himself. He was able to steal a few thousand dollars with his unethical behavior before being caught by the property supervisor. Unethical behaviors like the one previously described are not uncommon in today’s business world. Indeed, workers during the course of their careers can face several ethical issues; therefore, understanding what business ethics is and how to deal with ethics issues can increase the chances to take appropriate actions when ethics issues occur. Bateman & Snell (2008) stated that business ethics “comprises the moral principles and standards that guide in the world business” (p. 181). In today’s business world, every organization has a legal responsibility to obey local, federal, state, and international laws. Further, every organization has an ethical responsibility which means meeting social expectations that are not translated in laws. Finally, every organization has a corporate social responsibility which is “the obligation toward society assumed by business. The socially responsible business maximizes...
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...SHOCK APPEAL IN ADVERTISING: AN EMPIRICAL STUDY OF CONSUMERS PERCEPTION 1.0 INTRODUCTION Due to globalization and competitiveness in business, organizations roll out different commercials in other to break through the advertising clutter so as to be noticed by the consumers thereby subjecting them to thousands of adverts on daily basis. As a result, they exceed what is considered ethical and the commercial is considered to be very provocative. This has lead to the aim of this research which is to unravel how consumers perceive provocative advertising when shock appeal is used as a conductor. According to Pickton and Broderick (2005), they opined that advertising is a form of communication used to influence individuals to purchase products or services, support ideas and pass relevant information or caution across to the targeted audience. In delivering those messages highlighted above, ad agency adopts different appeals that can help them reach large number of the targeted audience without encountering high cost. Such appeals adopted are rational appeals, emotional appeals, sex appeal, fear or anger appeal etc. However, for the course of this research, emphasis will be laid on shock appeals . 1.1 RESEARCH OBJECTIVE To identify shock commercials strategies and the extent organization use them. To define shock advertising and why organization use them. To identify the relationship between consumer perception of shock commercial. Using gender and age of target audience...
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...its brand. The advertising message that Endirt is sending had a high level of recall but a high level of association with the brand and the brands message is partially responsible for a company’s success. Even though Endirt is successful, their message is regarded as offensive towards women and they received unsolicited letters, about one per week which were negative from women saying they will not buy the brand because of the ad message. Endirt’s target market is women and the fact is that women are the primary decision makers and buyers of the product. 2. What are the ethical issues? Advertising reflects society, so it will not be free of criticism. In this case the advertising is in bad taste and is perpetuating a stereotype. The ethical issues that arose in the case are the obligations that advertisers have in mass media, are the rights of women being infringed, should the campaign on the whole be stopped and if the ad was to change how it will affect the brands market share and the company. In the advertising arena, they are provided with a long, coded list of the do’s and the don’ts. Ethics guides the media to be objective, fair and accurate while presenting news, views and opinions. From the case, it appears that Bruce is in a violation of following that code of ethics. 3. Offer your opinion on what actions should be taken? Businesses are in the game to make money and advertising can go a long way towards selling a particular product. But advertising can often be...
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...of marketing ethics (ethics of advertising and promotion) overlap with media ethics. Contents 1 Fundamental issues in the ethics of marketing 1.1 Frameworks of analysis for marketing Possible frameworks 1.2 Power-based analysis 1.3 Is marketing inherently evil? 2 Specific issues in marketing ethics 2.1 Market research 2.2 Market audience 2.3 Pricing ethics 2.4 Ethics in advertising and promotion 2.4.1 Content 2.4.2 Delivery channels 2.4.3 Deceptive Advertising and Ethics 2.5 The use of ethics as a marketing tactic 2.6 Neuromarketing ethics 2.7 Marketing strategy 2.8 Further issues in marketing ethics 3 Regulation and enforcement 4 See also 5 References 6 Bibliography 7 External links Fundamental issues in the ethics of marketing[edit] Frameworks of analysis for marketing Possible frameworks[edit] Value-oriented framework, analyzing ethical problems on the basis of the values which they infringe (e.g. honesty, autonomy, privacy, transparency). An example of such an approach is the AMA Statement of Ethics.[1] Stakeholder-oriented framework, analyzing ethical problems on the basis of whom they affect (e.g. consumers, competitors, society as a whole). Process-oriented framework, analyzing ethical problems in terms of the categories used by marketing specialists (e.g. research, price, promotion, placement). None of these frameworks allows, by itself, a convenient and complete categorization of the great variety of issues in marketing ethics Power-based...
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...Ethical Issues Affecting Each Component of the Marketing Mix Ethical issues in businesses among other related issues like conflicts or success revolves around relationships. In today’s business world, it has become inevitable to built strong and effectives between all the key players in businesses (Carroll et al 403). The board of directors in every business has the mandate of giving direction and oversight making sure that the business does not stray from its course and remains relevant in achieving its objectives in a socially acceptable, legally acceptable and ethical manner. In many instances of unethical business conduct, there exists a certain degree of compliancy and knowing corporation which acts to perpetuate the acceptance of such conduct. Importantly, most ethical issues come into existence due to conflicts in belief patterns and value conflicts regarding what is wrong or what is right. This occurs because ethical standards are a derivative of deeply-rooted personal believes and societal morals which may not be universally agreed upon. The elements of the marketing mix are important aspects of the business which can be evaluated in the light of ethical issues. Marketing mix encompasses all the major areas of decision making affecting the marketing process and when carefully blended, desirable results for the organization are obtained. As marketing managers make decisions about the overall process of marketing, they have to consider the specific elements...
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...use of media in today’s culture. Many people use the media for educational purposes, others use it for pleasure or relaxation, and some just use it to fill space or take up time (Brown, 2002). The usage of media has led to a concern in parents about its influence on adolescent’s decision making about sex and how to deal with sexual situations. Many programs such as prime time television shows and soap operas have laced sexual innuendos and situations into their programming that I believe portrays a negative message to adolescents and others that view it. Sex is becoming a big part in our society today. It is also used in advertising/marketing which is a lot of the commercials we watch during our television time, our game playing time, or magazine reading time. The goal of this study is finding out if mass media really has an influence on decision making and learning about sex. In the end, the reader will be able to clearly see whether or not the mass media influences the decisions of adolescents and others in sexual situations as well as inform the reader how the mass media is used to educate people on the topic of sex. Also, it will draw a light on the subject of mass media using sex to subliminally market products to the population. The reader will begin to realize the impact of mass Medias influence on decision making in certain sexual situations as well as know what to look for in mass media when he or she uses it. METHOD In order to gain valid data, I will conduct...
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...of technology and promote the development of positive media.[1][2][3] This field of psychology investigates the types of psychological impact on humans caused by a wide range of media such as social media, online education, virtual classrooms, entertainment consulting, traditional media interviews, in providing on camera expertise, virtual and augmented reality therapies, consumer products, brand development, marketing, advertising, product placement and game theory. ------------------------------------------------- Academic discipline[edit] Media psychology is a specialized area of psychology that emerged as an academic and professional discipline in response to the expansion of media and technology and the demand for research needed to explain the potential impact on human welfare. Psychology is fundamental to understanding the influence of individuals and groups on the integration of technology in our society.[4] In general, this field attempts to encompass the full range of human experience of media-—including developmental, cognition, and behavioral—using extensive research that contains numerous empirical and qualitative studies.[5] It recognizes the that people are not just passive consumers of media, but active producers and distributors as well.[citation needed] Media include all forms of mediated communication, such as pictures, sound, graphics, content and emerging technologies. Media include all forms of mediated communication, such as pictures, sound, graphics, content...
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...Running head: MARKETING: ETHICS IN ADVERTISING Ethics in Advertising Among various problems faced by leaders and managers, the most challenging is the one dealing with ethical issues. The problem becomes more complex when addressing cross culture and multinational. It is undeniable fact that corporate leaders and manager are more focused in growing the business than running the business. The answer to this growth is new markets but these new markets emerge they come with new problems and demand innovative solutions. Marketing is one of the main platforms of interaction of any entity to rest of world, hence the potential for problems are high. As part of our learning team activity, we firmly believe that the ethics relating to advertisement is an interesting subject to explore the problems within and to arrive at a mitigate plan. The project is divided into three stages, the first stage is to identify and define the problem. In this stage the team identifies different situations, issues and potential problem leading to unethical practices in advertisements. This will help the team to define the problem based on situation and scenario. The second stage of the project is to explore various solutions that may keep advertisements within ethical limits. Preliminary part within this stage is to identify an ideal situation for ethical practices and then explore for solutions based on the result. Each team member provides different solutions as this will...
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...faster, clearer and more effective (Lubbers & Koorevaar, 2000). . Course Concepts Identified Though Global Communications and the situations involved present multiple problems one sees the potential for possible solutions. The course concepts in the following synopses include communication issues, ethical dilemmas such as integrity, social responsibility and the quality of life. All of the above listed items will show a need for improvement in the globally communicative world that one lives in. As new creations, such as the internet are continually being created, modified and converged with other products, they are enabling new modes of interaction. Even more global communications has hit the world in a strategic and effective manner. Global markets now offer the ability to produce cheaper products, access to consumers in foreign countries, new sources of finance and income, new sources of technology and access to a world of people with know-how. (Stevens, Miller & Michalski, 2000). The issue now is how far will its affect take many of the institutes today, what can one reap from this and how will it enhance ones capabilities. For example, the prominent issues in need of a solution is that of government monopolies that still control a huge share of the world air waves and telecommunication flows (Turner & Cunningham, 2002). Another limitation is the...
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