ADVERTİSİNG, CREATİVİTY & ETHİCS
Today, changing in the consumption patterns and consumer behaviors, requires more creativity. To produce something that can differentiate itself in advertisement clutter, to reach the target audience more effectively advertisers need to develop creative strategies. Because these strategies aim to reach audience with most different and effective ways, leave a good image on the minds of the costumers and persuade them to purchase, they can sometimes miss another important element of advertising; ethics. Therefore this create a big dilemma in the business; creativity and ethics. In this context this article presents a general view of ethics, and basic conceptual information about advertising. It also tries to define the relationship between them and ask questions like; “Where should we draw the line?” “Which one we should choose; ethics or creativity?” “Is it possible to find a compromise?” Discussion about ethics have been popular trough out the history. Ancient Greek philosophers spent most of their time by working on and developing theories about ethics. However the biggest problem among the theorists is how they define it. Therefore there are a number of different approaches. However, basically ethics is a philosophical discipline that prescribe what humans ought to do. Its concern is how we decide what is wrong or right, good or bad. The main subject of debates on ethics is what makes the actions of human beings morally valuable or worthless. Ethics is a discipline that evaluates the norms, and rules which are the core of the individual or communal relationships, as good/bad or right/wrong. In simplest terms, ethics is the measures of right and wrong. It also involves the decisions about our relationships with other people. How we treat to, how we react in our interactions with others are also the basic concerns of it. However as it is written above, there are a few aspects about how we define right or wrong and how we reach them. As human beings gain experience, they try to organize their social life with written or unwritten, legal or moral rules, in the lights of this experiences. They believe that in the absence of these civilization will fall into the hands of chaos. These rules are based on the respect of individuals towards each other and, society. Even freedom which is seen as one of the most indispensable rights is made a subject of these rules. In todays world where the communication means and possibilities are very large theses rules become a current issue again. A society that is surrounded with a huge mass communication system reveal the old questions about, freedom, how we should treat people and how we act in order to make our actions morally worthy for especially those who create the messages of this system. Therefore; for media, ethics is an issue that never loses its popularity. Especially when they have too little time to catch the attention of audience and have a big purpose like plant an idea to purchase a particular brand in this limited time in the mind of this audience. This describes the issue which obviously is the situation of advertisements and advertisers. American Marketing Association defines advertising as “The placement of announcements and persuasive messages in time or space purchased in any of the mass media by an identified sponsor like; business firms, nonprofit organizations, government agencies, and individuals who seek to inform and/ or persuade members of a particular target market or audience about their products, services, organizations, or ideas.” The purpose of advertising is to introduce the new products or services to consumers, encourage them to use this products or services and gain profit by providing constant demand. In todays society every person becomes an individual who have a different social, cultural and psychological backgrounds that make them differentiated consumer type such that even in a family we can see this differentiation....
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