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This advertisement, a commercial on cable television, advertised an insurance company. The advertisement featured a typical couple driving down the road chatting, when a car sideswiped them without any warning. The advertisement was intended to educate the public as to the importance of insurance because of life's unpredictability, but the shock tactic used in the commercial has negative effects on the watchers. Like news shows, the advertisement is meant to inspire fear, which creates a negative social environment.
But advertisements don't necessarily have to create a negative environment in order to be ethically and socially negative. Neither do they have to offend target markets with less than tasteful techniques or shock tactics. They can be deceptive, convincing consumers to purchase products they don't need. One type of advertising particularly guilty of this offense is paid programming, or television length commercials that appear on home shopping networks or traditional networks at certain times of the day. These advertisements, which attempt to sell recently patented products that are generally useless, specifically target those alone watching TV during certain periods of the day, vulnerable audiences like the elderly. Although some marketing executives may choose this type of advertising because it is...
An example of this kind of advertising is a series of perfume advertisements that depict young, rich women with every type of accessory and clothing that only need the perfume to add the last touch of material perfection.
Although studies regarding negative advertising have been performed since the early 90s, the phenomenon has continued regardless of statistical evidence disputing the advertisements' effectiveness. Although many marketing directors continue to launch negative advertisements, the social consequences of these advertisements are large and often dire.
References
Wineburger, Marc G., Romero, Jean B., & Piracha, Azhar. (1991). Negative Product
Safety News: Coverage, Responses, and Effects -- Automotive Industry. Business Horizons. Retrieved June 14, 2008, at http://findarticles.com/p/articles/mi_m1038/is_n3_v34/ai_10815411.
Jain, Shailenda Pratap. (1993). Positive vs. Negative Comparative Advertising.
Marketing Letters. 4(4), 309-320.
" (Snyder, 2008, p.8/9) in other words, Snyder is appealing for better ethical standards not only because this would be the right thing to do but also because it makes good economic and marketing sense. The following advertising example is a case in point. In another article Snyder refers to an advertisement which goes beyond good taste and decency. This refers to a multimedia campaign for Belvedere Vodka which is in
Fox, R.F. (2001, November). Warning Advertising May Be Hazardous to Your Health: Ads Pose a Threat to Physical, Emotional, Social, and Cultural Well-Being. USA Today, Volume 130, Issue 2678, 62. The author discusses different types of advertising and promotion and finds ethical problems in the way many are handled, especially with reference to advertising and promoting goods and services to children. He cites the use of focus groups for toy companies
However, there are often no rules, or weak ones, and that can create an ethical dilemma on the part of marketers. They must decide for themselves what lines they want to cross, and set their own codes of ethics. Where rules only provide guidelines, these can be open to interpretation. As we have seen with the area of marketing to children, however, the marketing industry has kept ahead of the
Ethics Memo Ethicacy of Five Hour Energy "No Crash Later" Claims Recently consumer rights groups are gaining greater traction in the media with their claims that Five Hour Energy's claims of "no crash later" are inaccurate, and at worst, overstated. These claims are based on a study completed six years ago, and whose methodology is not sound (Fabregas, 2012). What's at the center of this debate is the chemical composition of Five
Therefore, corporations have had to change their viewpoints and start looking at the long-term consequences of their behavior, as well as looking at the bottom line. Businesses also have to be concerned because consumers have also become aware of environmental concerns, and many consumers are demanding earth-friendly products and have shown a willingness to pay more money to competitors who observe environmentally-friendly practices. Interestingly enough, this demand has given rise
Social psychology is a very broad field that takes in the many varieties of group dynamics, perceptions and interactions. Its origins date back to the late-19th Century, but it really became a major field during and after the Second World War, in order to explain phenomena like aggression, obedience, stereotypes, mass propaganda, conformity, and attribution of positive or negative characteristics to other groups. Among the most famous social psychological studies