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Advertising
ethics
I inform you...
A free market can only function effiently if there
is a free exchange of information between seller
and buyer.
Consumer must be informed about new products,
new prices, new points of sale, etc.
But is advertising an attempt to inform or an
attempt to persuade?
If you already know why am I telling
you?
Can you ever tell a woman too often that you love
her? ”A dimond is forever!”
”Things go better with Coca Cola!”
Wrong persuation...
Is it relevant how I persuade you as long as you are
persuaded? Can you be persuaded against your
will?
Is effective advertising necessarily ’good’
advertising?
Is there such a thing as ’responsible’ advertising?
Should the consumer be protected?
Cultures collide...
Countries that have not been exposed to
advertising. Is there a danger that western type
advertisements are taken there too seriously and
believed?
Will anyone believe that ”Things go better with
Coca Cola?”
How does the advertiser act responsibly in these
countries? Should he act differently than in
countires which are used to advertising? Why?
Lies, damned lies, and advertising...
Do untruthful ads damage the company in the
long run?
Ads with exagerated claims are seldom taken
seriously by consumers.
If you lie someone will find you out, and your
reputation suffers.
Leaving out ’relevant’ information in an ad.
”Smoking will damage your health”.
Brainwashing and advertising...
• Should techniques which do not leave the
consumer in control of his mind be banned in
advertising?
• If the advertiser has a method to make up your
mind for you, should he be forbidden from
using it?
• Should the testimony of experts and the use of
celebrities in ads be banned? Why or why not?
You sexy thing...
Is the use of attractive models an attempt to
influence the consumer or only a device to catch
the viewer’s or reader’s attention?
Is it possible that using attractive models changes
the norms of society as to how a ’normal’
person should look?
Is immoral to use sex in advertising? Why or why
not? Does sex sell most of the time? Why or
why not?
cHILdReN
Should advertisers be allowed to target children
with their ads? Why or why not?
Should some ads be allowed to be targetted at
children but others not? Why? How should
such ads be different from regular ads directed
ad grown ups and why should they?
Who is in control...
Is it immoral to associate a product with an activity
it is not really an integral part of ?
Do you have a better relationship with your
friends if you all go to drink beer? Is it
necessary to toast newly weds with champagne?
Do advertisers influence our culture by creating
customs and rituals which involve the use of
their products or services?
An immoral character...?
Is product placemment in movies and television
programs immoral. Can it be mistaken for a
genuine endorsement if a television personality,
a movie character or a character in a television
soap opera uses a certain product or service or
makes positive/negative claims concerning it?
Who is benefitted?
Is the good of advertisers the good of society?
Should all advertising be strictly informative
advertising,and should it follow very strict
guidelines, and not attempt to persuade or
influence?