Final Assignment in Public Relations and Advertising Course
The aim of the final assignment is to analyze the issue of cigarette advertising from the ethical point of view. The evidence examined basically tells about the unsuccessful restrictions of cigarette advertising. Relevant theories are applied, such as Consequentialism and Elaboration Likelihood model to make a more explicit research of the topic. The analysis part combines theory, cases, author’s opinion and values and tries to provide an objective viewpoint from two perspectives: advertising and users/non-users of cigarettes, and advertising and producers/distributors and cigarettes. Table of Contents
Chapter 1. Cigarette advertising
Insights on current practices in the sphere of cigarette advertising are provided in the chapter. Past and present bans and requirements on cigarette advertising are provided, as well as examples of controversial advertising.
Chapter 2. Interpretation
Interpretation of the evidences mentioned in the first chapter is provided in this part of the final assignment. Conflicts of interest are stressed and parties related to the issue in cigarette advertising are discussed.
Chapter 3. Theories
Business ethics theories applied in the assignment in order to give it academic weight and to structure the analysis on theoretical basis. Models applied in the final assignment are discussed in this chapter.
Chapter 4. Analysis and Values
Evidence mentioned in the first chapter is analyzed in this chapter applying business ethics theories provided in the Chapter 3. As business ethics is quite arguable topic, author's values are also provided in the chapter. The chapter is logically divided in two parts: analysis of interaction of advertising and demand side, and advertising and supply side.
The effect of cigarette advertising on demand side of economy
Analysis of the effect that cigarette advertising has on demand side, i.e. on both possible and existing consumers of cigarettes is provided in this part.
Producers, distributors of cigarettes and advertising of cigarettes
Analysis of interaction between supply side, i.e. producers of the cigarette, is provided in this chapter.
Chapter 5. Conclusions and Possible Solutions
In the last chapter of the final assignment conclusions following from analysis are provided, as well as possible solutions suggested.
The world during the last hundred years has changed a lot, today human beings are living in a commercialized and economic driven community, and people without even knowing make a large number of decisions just because of effective marketing. So realizing the power of commercials, the marketers should take some of the responsibility on themselves. A good marketing strategy provides better sales for the companies, so it leads to higher profits. Unfortunately, some of the goods produced are stated as not beneficial for humans in general like cigarettes. Then, the question arises - where should the line between money and moral values be drawn? In this project work a look at today’s advertising and marketing of cigarettes is taken. The author of the assignment considers how it influences the society and how the ethical side of it looks like; moreover, theories of the business ethics are used to clarify the results and meanings of the main conclusions. The author tries to look at two different, controversial and psychological aspects of using or non-using these harmful goods – freedom and damage to health. The basic research question was: “Is advertising cigarettes harmful for society?” The paper is structured as follows first part presents current position of cigarette advertising, while second part links the evidence to ethical issues by pointing out the importance of...
Bibliography: Bloom, P.N., and Gundlach, G.T. (2000) Handbook of Marketing and Society, London: SAGE Publications.
Crompton, J.L. (1993) Sponsorships of sport by tobacco and alcohol companies: a Review of the Issues, in Journal of Sport & Social Issues Vol. 17, No. 3, 148-167
Official site of the European Union, Tobacco
Official site of global trade and financial information Indembsudan, Health. Accessed 30 November, 2008 on http://health.indembsudan.com/
Official site of British Broadcasting Corporation http://www.bbc.co.uk [Accessed 5 December 2008]
Official site of Philip Morris International. Our marketing code. Accessed 1 December, 2008 on http://www.philipmorrisinternational.com/PMINTL/pages/eng/busenv/Marketing_code.asp
The Ayn Rand Society (2006) Ayn Rand and Objectivism: an overview
The Free Dictionary (2006) Freedom. Accessed 5 December, 2008 from http://www.thefreedictionary.com/freedom
Wikimedia Foundation (2006) Marlboro advertising campaigns
World Health Organization (1996) Men Ageing and Health. Accessed 5 December, 2008 from http://whqlibdoc.who.int/hq/2001/WHO_NMH_NPH_01.2.pdf
Please join StudyMode to read the full document