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Ethical issues in promotion. Advertising most high profile Background The power of advertising 3 main players The agency The advertiser/company executive The media

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Presentation Transcript
ethical issues in promotion
Ethical issues in promotion
  • Advertising most high profile
    • Background
    • The power of advertising
      • 3 main players
        • The agency
        • The advertiser/company executive
        • The media
      • Murphy, PE (1998) Ethics in advertising: review, analysis and suggestions, Journal of Public Policy and Marketing, 17(2), pp 316-319
ethical issues in promotion1
Ethical issues in promotion
  • ‘unholy trinity’ of advertisers, media and agencies
  • Attitudes to advertising
    • Advertising Association
    • Pontifical Council for Social Communication (1997)
  • How do advertisers use moral philosophy?
ethical issues in promotion2
Ethical issues in promotion
  • Most use ‘utilitarian’ approach
  • Duty based theories
  • Peta (People for Ethical Treatment of Animals) – Spotty Sue anti-milk campaign
  • Issues in advertising
    • ASA (Advertising Standards Association
      • BCAP – British Code of Advertising Practice
      • Legal, decent, honest and truthful
ethical issues in promotion3
Ethical issues in promotion
  • How persuasive is it acceptable for an advertisement to be?
    • Puffery – embellishment/exaggeration
    • Vulnerable groups
      • Accurist ads
      • Levis (Kevin the Hamster); Dairylea Dunkers
    • Advertising appeals to base motives; makes people buy things they don’t need
ethical issues in promotion4
Ethical issues in promotion
    • Consumer has power to choose (Advertising Association)
    • Children – lack capability and awareness
      • School sponsorship
      • National Consumer Council guidelines
      • Consumers Association
  • Advertising creates and perpetuates stereotypes
ethical issues in promotion5
Ethical issues in promotion
  • Advertising is offensive and in bad taste
    • FCUK, Opium, Benetton
    • Charities – Barnados, Help the Aged
    • Jamie Oliver and Sainsburys; Slimfast
  • Improving ethics in advertising
    • Older people – Natwest; Olivio, Guiness, Nike
    • ‘Male-bashing’ ads (Spirito di Punto etc)
    • ASA; Advertising Review Board (USA)
ethical issues in promotion6
Ethical issues in promotion
  • Nalco Chemical Company
    • ‘our policy of non-discrimination is also reflected in advertising…We are committed to inicluding women, racial minorities, those over 40..and persons with disabilities in our advertisements…’
  • Summary