Advertising And Marketing Ethics Essay Example

In this situation, advertisements serve an important purpose in informing the public on how to use such products. Further, providing such information creates customer’s satisfaction. Advertisements also consider the general welfare of the public. Some of them inform the public on both advantages and side effects of using a certain product. For example, commercial adverts of beer may inform the public that consuming excessively cause detrimental effects on the body. Thus, it educates the consumers to use such product responsibly while minding their well-being. Consumers are also informed on how to keep their bodies healthy by eating healthy food. As Nooh (2012) argues, advertisements play a critical role in educating the public about products and services in the market which enable them to make informed decisions.

Advertising can also be demeaning and deceitful. Gender, ethnic and cultural sensitivities may lead some groups to find certain types of marketing as offensive (Synder, 2011). For instance, marketing a very luxurious car with a man being the driver charming an attractive lady may raise some social statements that are likely to offend. It may include a suggestion that the interest of a woman is the only financial success and would only go for a man who has accumulated a lot of wealth. The marketing ad may also suggest that a man only needs to purchase a luxury car to win a woman that he dreams of in life and a suggestion that if a consumer purchases such a luxury car, he becomes desirable. Exploiting social paradigms in marketing may drive away customers (Nooh, 2012). The above type of an ad may face a backlash from some groups as it

may seem to be offensive.

The fraudulent practices in the commercialization perspective form an entire segment in the ethical considerations. It is closely associated with the information either given falsely or misleading as a way to aid the communication between the organizations and the consumers. In addition, the deceptive activities are destined towards convincing the consumers to buy a particular product even if the product does not conform to the standards set or it is illegal. On the other hand, the ease with which an organization can access and collect data about its customers can amount to deceptive practices and dishonesty in the company's research methods used (Kavali, Tzokas & Saren, 2009). These ethical problems may lead to the wrong analysis of the data that later manifest in the various advertising made. Moreover, the moral issue mainly mirrors in the realm of the product's quality the consumer use in the long run. The ability of the user to give valid information during the process of marketing research also simulates a cemented problem that must be carefully addressed. Some companies frequently conduct sexy advertisement that tends to infringe morality of the consumers (Brenkert, 2008).

Advertising affects happiness and the general well being. Due to the aspect of globalization, lack of cultural sensitivity affects some groups negatively. Cultural sensitivity refers to the recognition of similarities and differences in diverse markets. Businesses often deal with customers and clients from different cultural backgrounds (Nooh, 2012). Respect for multiculturalism together with proven techniques and tips for ensuring there is cultural sensitivity are vital skills in the ever increasing diverse world of business. Cross-cultural awareness has turned out to be the model for

interaction among people from different economic, socio, political and religious backgrounds (Brenkert, 2008). Some businesses do not observe cultural sensitivity to the diverse markets while advertising their products. Such markets tend to develop a negative perception towards the goods and services being advertised, and this also affects the well-being of such people. Potential buyers may fail to purchase the products if the marketers do not pay attention and portray respect to their differences.

Marketing campaigns generalize particular groups in roles that are stereotypical such as advertisements of washing powder that portray women as homemakers being preoccupied with laundry. Other advertisements depict men only regularly as being “handy”. Additionally, some commercial marketing creates a stereotypical impression that, accumulating mass material possessions result in happiness and fulfillment. On the other hand, the message shows that a person won’t be among the happy consumers if he fails to purchase the product. Consumers are individuals and the more they are treated with respect, the more they become loyal to the business (Synder, 2011). Using stereotypical images affects the happiness of the consumers which can also affect their well-being.

In my view, advertisements are critical in informing the public about products and services to enable them to make informed choices. Such information helps the consumers to make sound financial decisions while purchasing these products. Some of the businesses provide misleading information to the audience to convince them to buy goods and services. This is unethical practice and businesses ought to provide truth information to win public trust. Businesses should be aware of gender, ethnic and cultural sensitivities while marketing their products (Kavali, Tzokas & Saren, 2009). It is important to understand that

consumers are sensitive to the marketing ads used by the business. Considering all the factors that may not be offensive to any of the groups in social paradigms should be the top priority of the business. In a nutshell, advertisements ought to be truthful and should focus on improving happiness and well-being of the public by avoiding offensive words and images that may target some groups.

Conclusion

In the corporate world, ethical considerations have become of great concern since they play a vital role in the success of the business. Marketers reach customers to present their products through marketing and advertising. Businesses must consider ethical issues in marketing to convince the public to purchase their products.

References

1. Brenkert, G. G. (2008). Marketing ethics. Malden, MA u.a.: Blackwell.
2. Kavali, S. G., Tzokas, N. X., & Saren, M. J. (2009). Relationship marketing as an ethical approach: Philosophical and managerial considerations. Management Decision, 37(7), 573-581.
3. Nooh, M. N. (2012). Advertising Ethics: A Review. Journal Of Commerce (22206043), 4(3), 33-44.
4. Synder, W. (2011). Making the Case For Enhanced Advertising Ethics. Journal Of Advertising Research, 51(3), 477-483.