1 / 7

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

maris
Télécharger la présentation

Ethical issues in promotion

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. 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

  2. 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?

  3. 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

  4. 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

  5. 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

  6. 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)

  7. 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

More Related