...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 world...
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...introduction to the book, the author laid the ground work for what the book is about – ethics. He felt that the code and practice of advertising calls for at the very minimum, a respect for the ideals of advertising which are truth, honesty, decency and legality. Advertising should also show respect for cultural values and prepared with a high sense of social responsibility. Having been a member of Rotary International for years, he could not resist the temptation to depict Advertising Guidelines along the lines of the Rotary 4-Way Test thus: Is it the truth? Is it decent? Is it honest? Is it legal? Under the heading, Understanding Advertising in the integrated marketing mix, the author correctly categorized advertising as a communication tool. He further broke down Marketing Communication into Journalism, Advertising, Public Relation Sales Promotions. He quoted Peter Davies definition of marketing as: “A series of activities, culminating in satisfying customer needs and doing so making a profit”. He went further to make the point that advertising can be appropriately employed to advance social causes. Examples he gave are quite interesting For instance in the US, there was this campaign: ‘5 Ways to Prevent Being Mugged’. Other examples given are campaigns to promote farming to strengthen the economy and another to promote low gasoline consumption. He summarised by saying advertising can be used to develop human resources, promote citizens awareness, preserve...
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...Ethical Challenges in Marketing Communication Ethics play an integral role in the development and sustenance of any personal or business relationship. Ethics determine the acceptable behaviors within a society and the overall behaviors of a business. Marketers must understand the impact ethics have on marketing communications and develop Integrated Marketing Communication (IMC) strategies accordingly. This paper will discuss various ethical challenges facing marketers today, identify internal and external factors on IMC, and formulate two ethical questions based upon the analysis. Ethics in Marketing The practice of ethics within an organization is an important but difficult concept to understand and practice. The reason ethics are difficult to manage is that the concept is so subjective (Duncan 2002, pp. 671). Ethical values differ between societies and individual relationships, therefore a company must decide on an ethical communication strategy and portray it as consistently as possible. Duncan (2002) describes three ethical considerations companies must understand when developing marketing communications and relationships with customers. Stereotyping Stereotyping plays a significant role in developing marketing strategies that are both effective and ethical. "The challenge for brands is to develop messages that strike a chord with targeted audiences without reinforcing negative stereotypes" (pp. 672). Companies must ensure that their marketing tactics...
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...Ethic Issues Paper MGT/216 Organizational Ethics and Social Responsibility 08/31/2010 Cindy Joseph Ethic Issues Paper What are business ethics in today’s world? What ethical issues within today’s business environment affect our community and organizations? These topics will be addressed in the following paragraphs. Before one can begin to address ethical business issues that affect our community and organizations, one must first define what business ethics are. Business ethics as defined by Trevino and Nelson (2007), as “the principles, norms, and standards of conduct governing guidelines for work-related conduct, governing an individual or group” (p. 13). Guidelines established by employers to manage their employees (Trevino & Nelson, 2007). In essence, these guidelines are established to manage the employee’s expectations in the workplace. These guidelines can be as simple as what time to arrive and depart from work to more complex issues, such as managing internal relationships or how to deal with specific conflict of interest issues, especially when in a position of influence. In the advertising industry, where I have worked for the last eight years, there are many ethical issues that through the normal course of business, one must confront and successfully manage. Three issues that I believe to be at the top of the list are conflict of interest, ethics relating to accounting and moral ethics regarding products advertised. Conflict of interest is an aspect...
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...The Code of Ethics in advertising states that an advertising agency will not intentionally create ads with false products or price related statements. The agency will not use poorly supported product claims or distorted information from experts. Finally, the agency will not provide ads that offend public decency or minority groups(American Association of Advertising Agency). Ethics have always been an important aspect of every business activity, although the term has meant different times in different lands to different people. Nonetheless, as ethical concerns are an inseparable element of business, advertising cannot ignore them. Sadly, the advertising industry has rarely cared to look beyond immediate marketing objectives. The argument in the industry is that it is the government’s job to judge what is right and what is wrong. Shirking its own responsibility for regulation, the industry has belittled business values and agencies have harmed their balance sheets. For any business, customer is very important, and businesses attempt to communicate to all their target customers using means of communication like advertising and sales promotion. Advertising is very powerful and most commonly used tool. The term ethics in business involves “morality, organizational ethics and professional deontology” (Isaac, cited in Bergadaa, 2007). Every industry has its own guidelines for the ethical requirements. However, the principal four requirements for marketing...
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...Jared D., "Ethical Marketing Controversial Products and Promotional Practices" (2007). Syracuse University Honors Program Capstone Projects. Paper 596. This Honors Capstone Project is brought to you for free and open access by the Syracuse University Honors Program Capstone Projects at SURFACE. It has been accepted for inclusion in Syracuse University Honors Program Capstone Projects by an authorized administrator of SURFACE. For more information, please contact surface@syr.edu. Abstract In the field of business ethics, there has been much written and discussed about ethical matters in areas where there is a distinct right and wrong, but relatively little written about how to make decisions when the ethical issue isn’t as black and white. When marketing a product, it is one’s hope that ethical issues are typically not inherent to the marketer; however, when one has the unenviable task of marketing a controversial product, it becomes a true question of “grayarea” ethics that makes marketing decisions more difficult to make. Companies depend on marketing, as it is the one higher-level areas of corporate function that results in the sales of the actual product. In this particular situation, it becomes increasingly difficult for a marketer to make decisions about how to ethically promote their product to their customers while still being ethical in the decisions made. Therefore, this thesis explores the problems associated with marketing such...
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...Legalizing Marijuana Genaro Esparza SOC 120 Jenna Soard May 1, 2011 The Pros and Cons of Legalizing Marijuana In 2010 an estimated 443,000 people died prematurely from smoking tobacco or exposure to secondhand smoke, and another 8.6 million live with a serious illness caused by smoking. Despite these risks, approximately 46.6 million U.S. adults smoke cigarettes. Alcohol use last year led to 14,406 alcoholic liver disease deaths and 23,199 other alcohol related deaths excluding accidents and homicides. (Alcohol Use, 2009) Despite these alarming statistics, these substances remain legal and socially acceptable while marijuana, which has never killed anyone anywhere, is illegal, remains classified as a stage one controlled substance, which likens it to killer drugs such as LSD, and heroin, both so lethal you could die with a single use. Why is it socially acceptable to use substances, which kill thousands a year while a plant that is practically a miracle drug remains portrayed as one of the most dangerous substances, known to man? In this paper, we will look at the pros and cons of legalizing marijuana the financial impact as well as the effects it would have on industry. We will also look at social impact caused by legalizing marijuana can it be socially acceptable. Alcohol and tobacco continually kill people by the thousands and yet remain legal, why then is marijuana, a drug that has never killed a single person still illegal. The declaration of independence and...
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...attempt to send information to people to convince them to spend their money with a certain company’s product. The means of advertising can be through any of the senses, sight , sound or even smell (popcorn smell in theaters). Advertising forms an integral part in making the product known. Therefore, advertising today has become extremely competitive with so many brands competing to make the most eye catching ad. Advertising's high visibility makes it particularly vulnerable to criticism. An annoyance with advertising is general is also expressed by the population at large. In one survey, cosponsored by Advertising Age and the Roper Organization, both consumers and marketing executives were queried about their attitudes with the bad ads produced by their trade, importantly, that they're becoming more and more concerned about advertising clutter. Many research experts believe such ambivalence could be an indication of doom for the advertising industry. It is worthwhile to be aware of the social issues facing advertisers, because negative attitudes toward advertising will ever disappear. Although advertisers face extensive regulation, every issue is not covered by a clear, written rule. Many advertising-related issues are left to the discretion of the advertiser. Decisions may be based on a variety of considerations, including the objective of the advertising campaign, the attitudes of the target audience, the philosophies of the agency and the advertiser, and legal precedent. Many...
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...Social Responsibility The benefits and suggestions to adopt CSR The essay will discuss the topic of social responsibility. It will explain the how companies in controversial industry sectors maintain reasonable, socially responsible standards whilst making their strategic decision, and present what benefits they can gain from them. Throughout this essay, empirical research and examples from academic literature will be described to substantiate the discussion. This essay uses the definition of corporate social responsibility used by Enz (2010) conceptualizing CSR as‘ CSR is concerned with the integration of environmental, social, economic and ethical considerations into business strategies and practices’. It is generally believed that social responsibility plays more and more important role in organization. Firms with good social responsibility may attract better employees and raise current employee’s loyalty, commitment and motivation to the company. A sociallly responsible company can act ethically and be willing to improve society. There are four types of corporate social responsibility: the economic responsibility , the legal responsibility, the moral commitment and the discretionary responsibility. (Enz 2010) Economic responsibility means that the company has the duty to be profitable and productive and meet the consumer demands of society. Legal responsibility, such as the achievement of economic goals within the limitation of written law. Moral commitment observed by unwritten...
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...Take Some and Give Some: Business & Society Integrated Despite the amassed amount of significant accomplishments achieved by companies as corporate citizens, there exists an ambiguity of their true aggregate impact on society, and what society really needs back from them in return. This is when we, us-as a society of consumers, re-evaluate if we have set adequate expectations in the definition: corporate social responsibility. Business power is analogous to a massive iceberg. If an iceberg is seen as the great number of ways, and intensities business can impact society, there are two levels. On the surface, business’s influence on our society is easily observable. Business determines what is bought and sold, who is hired, who is fired, and the commercials we watch (Welsh). Unseen and often neglected, beneath the surface there is a more deeply rooted societal impact. Businesses can potentially influence the structure of government, societal values and cultural trends. Due to this, there is great controversy about how business power and operations impact our current values and ideals. Epitomizing this concept in a more specific sense is the potentially harmful marketing and promotional practices of companies. Many large businesses utilize their influential power through marketing; emulating and glamorizing harmful lifestyles and messages to children and young adults alike. Multiple viewpoints from powerful companies and various theories such as Market Capitalism, Dominance...
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...Ethics in marketing and advertising Ethics is a branch of philosophy which seeks to address questions about morality; i.e. about concepts, such as good and bad, justice and virtue, right and wrong. In other word, we can say that Ethics are moral principles that govern the actions and decisions of an individual group. It is governed by a set of principles of morality at a given time, at a given place and in a given society. Ethics is closely related to group behavior in ultimate analysis, thus norms for an individual to follow should be set in consistence with the group norms. The mixing of art and facts in advertising communication are submissive to ethical principles. In today’s competitive market, an advertisement has to be truthful and ethical. The credibility of an organization is lost If an advertisement is misleading. To view the truth in advertisement, it has to be seen from the consumer’s point of view and not from the legal point. The advertising industry has been frequently criticized for putting out misleading or exaggerated claims in respect of products, goods and services. It is also alleged as guilty of glorifying certain habits or tendencies regarded as undesirable and encouraging consume rest culture. However, it is very difficult to draw a clear line of difference between what is true and what is untrue. The advertisement is judged by its impact and its acceptance by the consumers. The product must fulfill the claims it’s advertised...
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...target market via mass medium (Duhan & Sandvik 2009). Mass medium can range from television, radio, music, film, etc. Advertisers utilize correspondences in an attempt to stimulate consumer acquisition and inform the target market about how the client’s product offerings can fulfill various wants and needs. All advertisers have an ethical and moral obligation to the target market and client. Moreover, they are expected to follow various laws that are regulated via the Federal Trade Commission (Ingram 2009). Despite the regulations that are in place, there are still ways that advertisers can legally act in an unethical manner. These actions include but are no limited to the content of the message, promoting harmful products (i.e tobacco and alcohol), and comparison marketing. It has been established that advertisers have an ethical responsibility to the larger community however, it is difficult for them to appease all audiences. For example, roughly 15 percent of persons who view an advertisement will dislike the ad regardless of the content (Moore 2006). Although advertisers cannot appease 15 percent of viewers, they can appease 85 percent of viewers via refraining from unethical or immoral content. This may seem like a daunting task however, it is imperative for advertisers to take responsibility for the content of their advertisements. Moreover, they should commit to utilizing ethical strategies so that society as a whole benefits (Snyder, 2008). Kim Gandy brings up a...
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...“Marketing Leaders and Ethical Issues in Advertising” ABSTRACT The purpose of this project is to point out some different measures used in advertising for defining problems and to note ethical and moral problems that advertising can and does raise and, finally, to suggest certain steps for the marketing leaders of those professionally involved in advertising. The project examines what the ethical problems in advertising are and why many marketing leaders create unethical advertisements. In order to demonstrate the unethical advertising, I provided some examples. I added to the project a list of ethical and legal issues when creating advertisements can help you to craft legal, responsible advertisement messages. The project also examines ways of solving ethical issues in advertising and what advertisers, marketing leaders should do to be in the money. INTRODUCTION Communication stimulation was known in ancient times. With banners and signs and graffiti dealers notified the citizens about the availability of certain goods on the stalls, as well as future events, such as the slave trade or the gladiators. Due to mass illiteracy traders also had to resort to touts - people standing in the streets or on the busy intersections of the city and loudly informed the passers on the goods. While advertising was of informative, it did not have the elements of persuasion. The flourishing of the advertising business falls on XIX century, when the first public relations man, began...
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...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 advertising have always been a popular advertising medium, but television commercials...
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...Advertising ethics has long been considered to be a gray area within the business world. This happens a lot when it comes to advertising for items that can harm the consumer. The gray area of ethics usually brings about thoughts of tobacco or alcohol, but what about food? It is no longer an object of debate as to whether or not obesity has become a problem in America and it is also evident that this problem that begins with childhood. It is evident that food is slowly killing people but the question remains whether or not the advertisement of high calorie foods is an unethical venture. For one, food companies spend an average of $1.6 billion on advertising directed specifically at children. Children possess lower levels of persuasion knowledge and may lack the ability to critically evaluate common advertising tactics such as fantasy, and may form judgments based mostly on their affection of the characters involved (Rose, Merchant, Bakir 2012). It does not take an expert research team to deduce the impressionability of children nor to realize that they are a prime target for advertising. Is it unethical to advertise foods laden with fat and sugar to children whom do not know better? Children watch an average of 2 hours and 17 minutes of television each day, 16 hours each week, and are exposed to 25,600 advertisements a year, with 22% of these advertisements being for food (Rose et al. 2012). In their study, Rose et al. recorded, over the course of the three months spent observing...
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