ETHICS IN ADVERTISING

Chapter 8b
ADVERTISING

is a useful way to provide consumers

with important information about
products but it is used to entice
consumers and make them want to buy
the product.
 THE IMPORTANCE OF ADVERTISING

it helps consumers compare products and

services
 it allows businesses to retain existing
customers and win new ones
 it educates society about important issues.
SEVEN DEADLY SINS:

Pride Gluttony
Greed Wrath
 Lust  Sloth
Envy
 PRIDE

is the consumer’s result from an effective marketing

campaign.
consumers are proud of their purchases and cannot
wait to show friends and family what they have
obtained.
through the motivating forces of greed and envy, the
consumer will finally be able to realize the emotion of
pride regarding the purchase.
GREED

is the cornerstone of any marketing campaign.

core component is the accumulation of material
goods that are enhanced value when they are only
available to a certain segment of the marketplace.

The acquisition of a rare expensive Rolex watch demonstrate

the consumer wealth, status, power society
LUST

It is well known in the advertising industry that

“sex sells.”
Sex has been a common theme of advertising
campaigns for more than a century.
Lust is generated not just by the spokesperson
of the advertising but, on occasion, by the
product itself.
 ENVY

 Universal theme of marketing campaign. The purpose of the

marketing campaign and the advertisement is for the
consumer to become envious of the person in the
advertisement.

 Consumers want to be exactly like the person in the campaign

because of that person connection with the product.
Therefore, envy will motivate the consumer to consider and
eventually buy the product.
GLUTTONY

Can be used as an emotion when advertising

focuses on collections and limited edition
products.
The advertising focuses on the consumer not
being happy with one product but being
completely satisfied when the consumer has
acquired all the products in the set.
 WRATH OR ANGER

use in advertising for political campaigns or

controversial issues as an effective tool to present
its message.
Politicians claim that they do not like to run
“negative” campaign advertising, because of its
effectiveness in linking the anger of the voter
with that of the candidate he or she will support.
SLOTH

Needs to be more subtle than the other sins

in marketing because the campaign must
show that the person can be better if they try
harder while not insulting the consumer by
accusing the consumer of being lazy.
ETHICAL ISSUES IN ADVERTISING

Ethics in advertising means a set of well

defined principles which govern the
ways of communication taking place
between the seller and the buyer.
 ETHICAL ISSUES IN ADVERTISING

 Advertisements that are:

Drive Desire for Unnecessary Products
Deceptive
Offensive
Puffery
Advertising using children
Dangerous stunts
Manipulative
Glorifying Glamorous looks
Drive Desire for Unnecessary Products

using some specific sales strategy such as

Limited Time Offer, Buy One Get one free etc.
Deceptive

Product that looks amazingly good in

ads but not in real life.
 Offensive

advertising that, by the type of product or execution, can elicit

reactions of embarrassment, distaste, disgust, offence, or outrage
from a segment of the population when presented”.
Puffery

defined as advertising or promotional material

that makes broad exaggerated or boastful
statements about a product or service that are
subjective (or a matter of opinion), rather than
objective (something that is measurable), and
that which no reasonable person would presume
to be literally true.
PUFFERY
Advertising using children
Advertising using children
Dangerous stunts
 Manipulative

Manipulative advertising uses misguided

promises of desired results to convince
customers to purchase a product.
MANIPULATIVE
Glorifying Glamorous looks
GLORIFYING GLAMOROUS LOOKS