Advertising is the perfect way to inform and assist us in our everyday decision making, or is it just an extremely powerful form of mass deception used by companies to persuade their customers and potential customers to purchase products and services need? Consumers in the global village are exposed to an increasing number of ads and ad spending will increase.
This is not an exaggeration when we come to the conclusion that we are “soaked in the rain cultural marketing communication through television, print, cinema, internet, etc. (Hackley and Kitchen, 1999). But if thirty years of marketing communication tools were used primarily as a product-oriented tactics, promotional mix now, and in particular focuses on advertising signs and semiotics. Some argue that the marketing efforts “are finally” turn the economy into a symbol so that means something to consumers “(Williamson, quoted by in Anonymous, Marketing Communications, 2006: 569). An important consequence is that the most current ads “sell us” (ibid.)
The above process is influenced by the commoditization of products and blur consumer perceptions of supplier companies. In order to differentiate and position their products / services, companies are using advertising, which is often seen not only in bad taste, but also deliberately disruptive and manipulative. The issue of bad publicity for the current view that the organization adopted a tactic of kidnapping Adbusters ads – revealing the true intention of modern advertising. Adbusters Magazine editor, Kalle Lason comment on the activities of communication Corporate image building of large enterprises: “We know that oil companies are not really friendly to nature, and the tobacco companies’ s not really interested in ethics” (Arnold, 2001). On the other hand, “ethics and social responsibility are important determinants of these gains in the long-term survival, long-term profitability and competitiveness of the organization” (Singhapakdi, 1999). Without a communication strategy that revolves around the ethics and social responsibility concept of total quality and customer relationship building has become elusive. However, it could be a simple equation of clear ethical marketing communications
ADVERTISING -.? valuable information or HANDLING VICIOUS
For an overview of consumer perceptions about the role of advertising, we examined a number of articles and conducted a four-depth interviews. number of research papers reach conclusions opposed. These, these are different from those declaring that “the ethical behavior of enterprises is an important factor in purchasing decisions” and that consumers’ willingness to reward ethical behavior to pay higher prices for products of this company (CREI and Ross Jr., 1997), while others stressed that “even though consumers may wish to promote Ethical Society and punish unethical companies actually purchase their behavior is frequently affected ethical problems” and that “price, quality and value outweigh ethical criteria to the shopping behavior of consumers (Carrigan a Attalla, 2001 ). The focus on advertising as a communication tool most important market, we have constructed and conducted an interview four of the nine themes and issues. The conceptual framework of this paper is based on these four themes.
Theme I. Ethics in advertising
First Topic contains two introductory questions about the ethics of advertising in general.
IA How would you define ethics in advertising? The concept of business ethics is “moral, organizational ethics and professional ethics” (Isaac, quoted in Bergadaà, 2007). Each industry has its own guidelines on the ethical requirements. However, the four main requirements for marketing communications should be legal, decent, honest and truthful. Unfortunately, in a society where the share price of firms determines the profit targets for the use of marketing communication messages “may represent a form Social pollution potentially harmful effects it can have on consumer decisions “(Hackley and Kitchen, 1999).
<p One interviewee said that" most prosperous societies need ethics in their work because they have built empires. "Another view is that" sooner or later, will be one that is unethical to face negative consequences. "
IB What is your perception of the importance of ethics in advertising The second question concerns the importance of moral beings to communicate with / for your target audience and how consumers / customers to see. In various research papers, we found very opposite conclusions. Business ethics seems to be rated as very important in the decision-making, or not really an important factor in this process. example of the rather extreme position is that “disaster awaits any brand that works with cynicism” (Odell, 2007). This may seem obvious that the responsibility must be the advertiser, because “it is a major responsibility in relation to commercial
кърти чисти извозва and decent” (Bernstein , 1951). On the other hand, the shares of companies are defined as “social responsibility and the canons of good taste” (ibid.). One interviewee said:
“solely responsible for the provision of decent advertising is that which is good for corporate profits should end not come at the expense of the company .. “
<P Another said that" our culture and awareness of the company, identify good and bad advertising. " growing importance of ethics in marketing communications is that it should be emphasized more dialogic, two-way approach to communication. “demassification technologies have the potential to facilitate dialogue,” but “monologue” attitude is one more prevalent (Botana, 1997). Arnold (2001) highlights the case of Monsanto and Exxon had to pay the price “for its communication strategy, [their] way. “In this regard, we examine the ethics of advertising from two different angles as suggested by our respondents and different points of view in the documents examined. The first is that it is necessary to have a common code of ethics imposed by law. the other says that the independence and accountability of each sector to set its own standards. THEME II. What kind of regulation should be a leader in advertising The next issue directs attention to the management system should be the main one. The widely accepted view is that how self-regulation and legal controls must work in harmony. In other words, codes of practice are intended to supplement the laws. However, in some countries is to strengthen legal controls on advertising, for example in Scandinavia. On the other hand, is an industry self-regulation take precedence in the Anglo -Saxon. But not everyone agrees with the concept of laissez-faire
<p of our respondents said.
“I think the government should establish laws and tougher penalties for businesses that do not comply with the law . “ Needless to say, that the social acceptability varies by culture / country to another. At the end of” good or bad taste is largely a matter of time, place and individuals “(Bernstein, 1951). It would also probably not to establish clear rules in detail in the era of the Internet and interactive TV. Therefore, both types of regulation are applied with the ultimate aim of achieving a balance between the sacred right of freedom of choice and information and to minimize the possible extension of a criminal offense. In other words, the goal is to synchronize the various ethical frameworks “marketing market and “others in society to bridge the” ethical vacuum “(Hunt & Vitelli, 2006). THEME III. Ad Content. <P probably the most controversial issue in the marketing communication is advertising content. Nwachukwu et al. (1997) distinguishes three areas of focus in terms of ethical judgments from the ad: "individual autonomy, consumer sovereignty and the nature of the product." Individual autonomy is concerned about advertising to children. Consumer sovereignty is concerned with the depth and sophistication of the audience, while advertising harmful products are at the center of public opinion long ago. We have added two more points of view to arrive at five questions in interviews. The first concerns the advertising that implies guilt and wealth in the praise that most cases can not be achieved, and the second is the advertising to stimulate desire and satisfaction through the acquisition of material goods. III.A. What is your position on the advertising of harmful products? A typical example is the advertising of cigarettes. Today, we can see slogans such as “Camel is in line with the neck” (Chickenhead, accessed 25 September 2007) and “Chesterfield – packing more fun – because it’s completely packed!” (Chickenhead, access September 25, 2007). General advertising, sponsorship and other marketing communications devices are already prohibited from using cigarette manufacturers. Surprisingly, most respondents answer ‘not against advertising cigarettes. One respondent said:
“People are well informed about the consequences of smoking is a matter of personal choice.”
Like many other contemporary products through communication messages for a cigarette is focused on image building and brand. It can be said of alcohol advertising. Emotional well-known example is the Absolut Vodka advertising campaign. Nectar from Absolut Absolut Absolut World Fantasy drink Absolut Swedish is actually … Everything. Advertising dangerous products are still harshly criticized when he addresses the audience with a low individual autonomy, ie children. Two main questions in this regard, treatment with cigarettes and alcohol as a “rite of passage to adulthood” and that “the sale of dangerous medical products (alcohol, cigarettes), to develop freely, without a lot of disagreement” (Bergadaà, 2007). III.B. What is your position on advertising to children? Children are not only consumers but also consumers, specifiers and users in family decision making unit (DMU). Another problem is that they are too sensitive to decision makers in the DMU. At the same time, it’s no secret that marketers use “the same basic strategy of trying to sell the parent of the child’s insistence on buying” (Bernstein, 1951). Not surprisingly, then, the expenditure on advertising to children has increased fivefold over the past ten years and two thirds of advertising during children’s television programs are for food products “(Bergadaà 2007). among children in the United States alone account for the direct market purchases billions of dollars (as cited in Bergadaà McNeal, 2007), which is certainly high on the agenda of many companies. So advertisers who use the Children’s immature decision-making often go too far in the digitization of its products and “Children of teleport facilities and equipment and in the virtual world of brands (Bergadaà 2007). Virtual worlds such as Habbo Teenage where brand snack food advertising campaigns are already a reality ( Goldie, 2007). fantasy worlds are popular not only online. A huge success in creating a fantasy world is McDonald’s. The company tops the European list of advertisers children, while more than half of children are Ads for unhealthy food. In some countries tighter restrictions on advertising to children. • “Sweden and Norway do not allow television advertising must be targeted to children under 12 years and no advertising is not allowed during children’s programs.
• Australia does not allow advertising in programs for preschool children.
• Austria does not allow advertising during children’s programs, and in the Flemish region of Belgium no advertising is permitted 5 minutes before or after programs for children. is
• Mentoring programs for children are not allowed in Denmark, Finland, Norway and Sweden, while in Germany and the Netherlands, even when it is released, it is not used in practice. (McSpotlight, accessed September 20, 2007). According to a survey conducted by Roberts and Pettigrew (2007) on the recurring themes in advertising, children are “grazing, defamation of basic food, health claims exaggerated, and the anticipated ability of some foods, increase popularity , performance and mood. “But junk food is not the only reason for concern parents Kaiser Family Foundation study (Dolliver, 2007), parents are concerned about the amount of advertising products (in order of importance).: Toys, video games, clothing, alcohol or beer, movies, etc.
<p of the respondents were unanimous: "Advertising to children must be strictly controlled." Similar results were obtained in the Rasmussen Reports surveys and the Kaiser Family Foundation. However, legal measures are only part of the protection of children. The second part is "the responsibility for deciding on parents and teachers "who is" helping children to develop a skeptical attitude to the information in advertising (Bergadaà 2007). Traders themselves should be involved in shaping the moral system of our future and "each brand must have their own ethics – a code of conduct relating to children – rather than relying on industry codes "(Horgan, 2007)
III.C. Do you think there is much confusion, confused and exaggerated publicity. Many ads are promising things that can not be achieved?
This is no exaggeration to say that advertising is in a sense, “intended to sell art to the masses of potential buyers, rather than one buyer at a time” (Bernstein, 1951). Since the “art of self-presentation is the same persuasion” ( ibid.) can not just blame the advertisers for their sales performance goals. However, over the past twenty years, so that advertisers are increasingly applied semiotics in their reports and as a result of advertising began to function more as symbols. the extreme case in this line of advertising is to create an idealized picture of the person using your product. Bishop (2000) draws our attention to two typical representatives of self-identity image ads, which encourage consumers to project the images themselves by the use of plant:
– “beautiful woman”
-. “Sexy Teenagers </p
> The advertisers these stereotypes not only mislead the public and exaggerating the effects of products, but also cause low self-esteem among consumers at the same time promising results. that in most cases are simply unattainable. Instead of promoting a charming pictures anorexic body ‘communication messages should use “various types of authority” and should abandon the idea of “impossible physical body images” (Bishop, 2000).
The question
III. C, one respondent stated:> </p
“Customers of these products [announced on thin models] are mostly people who have. not the same physical properties for me, this type of advertising to deliberately make people feel ready, away from the beautiful outdoor social “
However, another interview, he stated that:”. Everyone has their own way of assessing what is credible and what is misleading. Consumers are sophisticated enough to know what is excessive. “
Similarly, Bishop (2000) concluded that” the ads are not false or misleading “and” whether or not they advocate false values is a matter of subjective reflection. “The author says that advertisements do not conflict with our inner self and if people are misled because they want to. It is our freedom of choice behavior and free of advertising can change our desires. Perhaps the truth lies somewhere between two extreme positions.
III.D. What is your attitude toward advertising, which include feelings of guilt, praise and peace in that most cases can not be achieved
more specific case of the controversial ad, which is used to “promote enjoyment is not so clear that self-doubt and the one who “seeks to create needs, not to perform. create a new place to calm anxiety over” (Hackley and Kitchen, 1999) in response to our interviewee reads as follows:
“It’s not just on advertising that has to do with social inequality and the desire to possess. can not. “
Hackley and Kitchen (1999) refer to this gap, when the reality does not match the image of wealth and the result is a subjective feeling of incongruity.” This issue could be explored through the following question. III.E.
advertising to stimulate desire and satisfaction through the acquisition of material goods morale
We live in a society is more or less influenced by materialism. Advertisements are often criticized for fuel, which allegedly leads to happiness. The role of promotion satisfaction with the acquisition of material goods has become so important that at present “Media products are characterized by relativism, irony, self-referentiality and hedonism” (Hackley and Kitchen, 1999). The popular saying “those who die with the most toys wins” really a motivating factor in consumer behavior and consumption could be a cure for emotional dissonance? It seems to be the case provided the most successful brands to enter the selection of the target group of consumers. This new kind of materialism “as the” rise of individualism and hedonism with a pure narcissism and selfishness “(Bergadaà 2007).
Topic IV. It is justified by the amount of advertising IV.A. Do you think it is too many ads Audit of food advertising aimed at children in Australia by Roberts and Pettigrew (2007) found that “28.5 hours of TV programs for children in the sample contained 950 reports.” In fact, we’re bombarded by TV ads Internet, newspapers, etc. The amount and content of marketing messages is the ability to communicate consumer information processing to the test. Exposure to market data overload often leads to selective perception diluted consumers. Our responses are limited to “confusion, existential despair and loss of moral identity,” or we “constructive adapting to the [notification] monster and an intelligent, cynical, Streetwise “(Hackley and Kitchen, 1999) is a matter open to debate. <P two opposing currents of ideas were produced in our research. The position concerns an excessive amount of advertising. Other common claims that "If an ad is justified by need." We agree that communication overload may actually have "more influence on the social ecology of the developed world" (Hackley and Kitchen, 1999). If pollution to improve the communication is not properly processed two points of law and industry to manage the ad again, "lifting his legs to his own mouth, and kick some of his own front teeth" (Bernstein, 1951)
Conclusion
<p When preparing this document, use we are. in-depth qualitative interviews to get a glimpse of what real customer nods. We also have our presentation supports links to a number of influential articles on ethics in marketing communications. In general, the respondents and various authors took on enemy positions. The first says that ethics in marketing communications matters considerably, while others diminished the importance of ethics, with emphasis on the role of other factors in consumer choice and price, brand loyalty, convenience, etc.
Marketers must recognize their “responsibility for the creation of a portrait of future society” (Bergadaà 2007). Not only is it necessary that the frame of legal ethics, but also professional and ethical standards of conduct should be in place. One of the main tasks is to avoid creating “satisfied customer in the short term,” because “in the long run for both consumers and the company may suffer as a direct result of actions on the market in a” satisfactory “consumers (Carrigan and Attalla, 2001).
power of influence on consumer notification is only part of the equation. On the other hand, we say that consumers are not morally servile, and process information model is a natural cognitive defenses. communication tools we offer our own theatrical imagination. ” (Hackley and Kitchen, 1999) we therefore accept the reality when it comes to our own experience that traders in reality does not -. they are simply a mirror of society, we can say that this is not always the case. . Advertising and marketing is often seen as a personification of freedom and choice for consumers. Despite this important role in the choice is “between one and another bar cookies, salty snacks and later sweetened breakfast cereals or fast food restaurant” (McSpotlight, accessed September 20, 2007), it represents nothing. other, but not alternative, and certainly not in good health
Bernstein’s words (1951), said 56 years ago still very much a thing attendance: “It is true that if we ‘ad to save, save us all” but it seems reasonable to assume that if we do not skimp on advertising, we could lose everything. “
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