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Prepared for:
Razi Allah Lone
Assistant Professor
Fast Business School
Prepared by:
Sana Arif Butt,
Haseeb Ahmed,
Hafiz Zeeshan Ali
FROM: Group 4
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Contents
Contents............................................................................................3
Bibliography.....................................................................................22
EXECUTIVE SUMMARY
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of business conduct. Business ethics is relevant to the conduct of
individuals and also relevant to the conduct of the business
organizations as a whole. There are some ethical issues in the
advertisements which are used by the companies to advertise their
products.
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The disastrous effect of these advertisements is on the health of
consumers who are suffering from diseases like obesity,
hypertension, and many others. The use of those advertised
products which are harmful for health produces a case of ethical
issue in advertisements.
INTRODUCTION
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Problem
Limitations
Report organization
Ethics in business
Business ethics can be viewed as the principles and standards that
guide behavior in the world of business. Especially in today’s
society, understanding and practicing the concepts of ethics is a key
factor that many organizations stress among employees. In order
for organizations to survive in such a competitive and changing
environment, managers must develop strong ethical standards that
can be implemented throughout the company. In fact, many
companies feel that good business ethics results in good business
Much of the controversy over advertising stems from the ways many
companies use it as a selling tool and from its impact on society’s
tastes, values, and lifestyles. In the ads where sexual stereotyping
is used, there is a relationship between the recall of the ad and
the consumer’s subsequent purchasing decision. Similar
relationships are also evident in ads that use cultural
stereotyping and emotional exploitation. Consumers also tend to
remember the ad and get motivated to purchase
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products/services when they feel that the information in the ad is
truthful and not deceptive.
3) Comparative/competitive advertisements
4) Subliminal advertisements
Adults are also targeted by the companies. Later in this report it will
be discussed how companies build perceptions and image of
different cultures in minds of young generation. How the youth is
being affected by the companies’ unethical practices?
Subliminal Advertisement
Deception in Advertisements
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The advertisements of controversial products were once not
acceptable but now marketers are showing the advertisement of
these products frequently because of which consumers are getting
immune to the advertisements of such products. Later in this report
we will discuss what kind of unethical practices marketers are using
in the advertisements of such products.
Children
Ads for kids serve as training for consumer culture; hence, their role
in culture formation and socialization should not be underestimated.
The impact of advertisement on their behaviors and attitudes is
highly affective. As children are the emerging seeds of any
civilization hence it should be seriously considered that they are
exposed to what kind of ethics. Things which they learn in their
early stages of life are reflected in their later life stage. Following
topics will further elaborate this concept.
Cause of Obesity
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(e.g., hypertension, hyperlipidemia) and the prevalence of type 2
diabetes mellitus is increasing in youth.
Kids are targeted through the celebrity endorsers for making their
purchasing
Some ads are so influential that they stick to the kids’ mind and
then they influence their parents to buy it. The problem arises when
parents refuse to purchase the toy or any kids’ product and they
consistently insist to buy it.
Materialistic Attitude
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Adler et al. (1980) found stronger materialistic values among fourth
to seventh graders who were heavy television viewers than among
their lighter-viewing classmates. Similarly, others have reported
that 6th through 12th graders’ viewing of advertising was positively
related to materialistic values (Greenberg & Brand, 1993; Moschis &
Moore, 1982).
Youth
1) Food Advertisements
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2) Promotion of negative behavior
Food advertisement
In last few years, the food and beverage industry has viewed
adolescents as a major market force. As a result, adolescents are
now becoming the target of specialized food marketing and
advertising companies. Marketers are taking interest in youth as a
consumer because of their purchasing power and as future
consumers. Food advertising campaigns have presented information
to the public that has been warped to create a false image of
apparently healthy products. Restaurants such as KFC, McDonald’s,
and Pizza Hut have created campaigns to promote eating more
food, and providing the unhealthy food for less money. We find that
to a large extent these restaurants’ healthy menus are not at all fit
for a healthy lifestyle. Another issue regarding fast food is there is
no description of nutrition of the food in the ads or bill boards. Such
kind of products contains huge quantity of fat which is unhealthy for
the consumers (youth).
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Advertisements not only educate consumers regarding the usage,
consumption and disposal of the products or services rather they
also educate consumers to build their attitudes and behaviors.
Consumers tend to learn different behavioral aspects from
advertisements and these behavioral aspects change the lifestyles
of consumers. For example in one ad of fresh up bubble a young
boy comes while having cigarette, as soon as he reaches the front
door of his house he throws the cigarette and starts chewing fresh
up bubble. In this ad they show that with the help of fresh up bubble
boy easily deceives his mother. Such type of behavioral learning is
unethical and companies should not portray these kinds of utilities
of their products.
Marketers portray the culture of the society in which they are selling
their products or services through different marketing tools. Now
days, advertisers are promoting foreign culture in the ads of
different products of companies. For example telecommunication
companies are promoting different activities which belong to foreign
culture. We can see in the ads of telenor that they are showing
different dancing activities and free mixing of boys and girls. These
kinds of activities promote foreign culture in the minds of youth.
Developing Countries
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CULTURAL ADVERTISING
DECEPTION IN ADVERTISEMENT
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ads and promotion activities. The most common example in this
regard is the ads or billboards shown by the Telecommunication
companies. We see many billboards across the road that does not
give full information about the product to the consumers to allow
them to make an informed choice. It is our common observation
that advertisers usually present only information that is favorable to
their position and do not always tell consumers the whole truth
about a product or service.
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CONCLUSION
RECOMMENDATIONS
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3) They should not deceive about the features of their products
or services.
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Bibliography
7. Pauline, J.S., Pauline G.A., Johnson S.R., & Gamble G.K. (2009).
Ethical Issues in Exercise Psychology. ETHICS & BEHAVIOR, 16
(1), 61–76.
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Journal of Behavioral Nutrition and Physical Activity, 1(3), 1-
17.
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