Ethical Issues in Advertising

1963 Words Oct 7th, 2010 8 Pages
ETHICAL ISSUES IN ADVERTISING

Advertising is a paid non personal communication about an organization and its products that is transmitted to a target audience through a mass medium. It is a kind of promotional activity. Advertising is widely criticized. Advertisements often do not include much objective information for the simple reason that their primary function is not that of providing unbiased information. Exaggerated claims and outright falsehoods are the most obvious targets for complaints, followed closely by the lack of taste, irritating repetition, and offensive character of many ads. More recently, questions have been raised about the morality of specific kinds of advertising, such as advertising for alcohol and tobacco
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The physically based desires originate in the buyer and are relatively immune to being changed by persuasion. The psychic desires, however , are capable of being managed, controlled, and expanded by advertisement. The most common criticism of advertising concerns its effects on the consumer’s beliefs. Most criticisms of advertising focus on the deceptive aspects of modern advertising. An advertisement can misrepresent the nature of the product by using deceptive mock-ups, using untrue paid testimonials, inserting word guarantee where nothing is guaranteed, and quoting misleading prices.

ETHICAL ISSUES IN MARKETING Marketing consists of the performance of business activities that direct the flow of goods and services from producer to consumer or user. Marketing includes a number of distinct functions like product development, distribution, pricing, promotion and sales. The burden of protecting the interest of consumers falls primarily on consumers themselves. They have the responsibility for acquiring the information needed to make rational choices. “The number-one rule in market exchanges is thus caveat emptor, or buyer beware” (Hartley 1992). The burden of protecting their own interests is too heavy for consumers to bear, especially in view of the unequal relation between buyers and
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