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Should Marketers Be Responsible For The Way Their Products Are Used By Consumers?

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Should marketers be responsible for the way their products are used by consumers? This is the main question of this essay, essentially focused on alcohol advertising targeting the young. It is very important to analyze such a subject to identify the responsibilities of each party and identify some possible solutions to preserve the health of consumers and keep good image of the corporate. The following development analyzes the responsibility of the marketers, consumers and government. That is to say that the responsibilities should be shared between these three parties. It’s clear that marketers (firms) have a greater part of responsibility than others, since they have to care about the welfare of all the stakeholders, including …show more content…

And there are more than 2 million television ads and 20,000 magazine ads for alcoholic products. This heavy advertising effort leads to significant youth exposure (AAFP, 2012).

According to the same Center, although the alcohol industry maintains that its advertising aims only to increase market share and not to encourage underage persons to drink, alcohol advertisements connect consumption of alcohol with attributes particularly important to youth, such as friendship, prestige, sex appeal and fun, and also by using cartoon and animal characters with frogs, lizards and dogs, which are overwhelmingly admired by youth. Many statistical and economic analyses show the relationship between alcohol advertising and consumption (Pan American Health Organization, 2007).

Given all those analysis, marketers should be responsible of the way youth are using their products - even though some authors don’t think so. Because marketers are intentionally targeting their message to youth. Marketers are quite well informed that their action drives consumers’ decision. It is even scientifically justified. Marketers can be compared to a soldier who gives a gun instead of a toy to his child, regardless of the advices he will make to the child, the danger is always present. Marketing is a power tool to change people’s behavior and trends. It has a considerable effect on the psychology of individuals. That’s why marketers should be careful when they are promoting

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