The Effect of Ethics in Advertising on Consumers Essay

1978 Words 8 Pages
The sun is shining and there are palm trees in the distance. A vast beach stretches until the cerulean water washes over the shore. A man is sitting in a beach chair, sipping a beer, while being fanned by multiple woman in string bikinis. The faint sound of crashing waves is in the background. He looks at the camera, and says, “Life is cool.” Then the logo of a popular brand of beer appears on the screen. This television ad for a popular beer is the perfect example of advertising puffery. It exaggerates what will really happen if you drink their brand of beer (AdContexual). It is highly unlikely you’ll attract beautiful woman just by drinking their brand, unless you’re Johnny Depp, of course. A good advertisement creates artificial needs …show more content…
As a consequence for this assortment of views, sometimes even legal action is taken (AdContexual). This result is caused by advertising practitioners having something called “moral myopia”. Moral myopia is the difficulty seeing ethical issues and having a distortion of moral vision (Drumwright). Which means the advertising industry does not distinguish between morally right and wrong (AdContextual). Therefore, advertising practitioners have moral muteness. In essence, this is having difficulty in talking about ethical issues (Drumwright). The most common unethical behavior is advertising to children, promotion of alcohol, and the advertising of tobacco and contraceptives. Consequently, the ethics in advertising is by and large a gray area to most. Although there are some who have a distinct, clear view (AdContexual). “Psychologists who help advertisers are essentially helping them manipulate children to believe in the capitalistic message, when all the evidence shows that believing that message is bad for people; That’s unethical.” This quote on a negative view towards psychologists associating with the marketing industry was quoted by psychologist Allen P. Kanner, PhD, of Berkeley, California (Clay). Kanner and several other colleagues are irate that some psychologists are using their knowledge to help marketers target children of all ages. Him and 59 other psychologists recently sent a controversial letter
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