Ethical Issues in Advertising Communication

Topics: Advertising, Marketing, Advertising agency Pages: 7 (2164 words) Published: November 10, 2008
Business Communication is communication used to promote a product, service, or organization; relay information within the business; or deal with legal and similar issues. Business Communication encompasses a variety of topics, including Marketing, Branding, Customer relations, Consumer behaviour, Advertising, Public relations, Media relations, Corporate communication, Community engagement, Research & Measurement, Reputation management, Interpersonal communication, Employee engagement, Online communication, and Event management .

Advertising is the most widely known weapon in the marketing armory. This is a paid medium involving radio, TV, poster-sites, press, or direct mail. Each medium offers several advantages and disadvantages. Advertising communication is business - the way account managers and creative talent work together in an advertising agency to create commercials and ads that help sell the client’s products to the target audience . On average, advertisements take approximately sixty percent of the printed space in American newspapers. In 2004, almost 34 billion dollars was spent on newspaper advertising. In the same year, newspapers hauled in about 9 million dollars from subscription and single use buyers. Advertising Exist to solve two problems :

1.Too many goods or materials - If there was not enough of an item, there would be no need to advertise it. 2.Advertising is also a way of reaching your consumers who would otherwise be unfamiliar with your product. Many ads work by providing information: what is the product? what are its characteristics, qualities, functions? Most of us admit that advertising industry is a „necessary evil”. In spite of certain questionable practices, advertising meets the consumer needs for information about the goods and services which are offered on the market. The essential ethical issues raised in advertising industry are that advertisements should be legal, honest and truthful. “Is it decent to advertise perfume or lingerie with seductive images of gratification the consumer may hope to obtain through the purchase of these products? Is it truthful to advertise cigarettes through images of masculine survival in the wild outback, even if health warnings are clearly footnoted?”. Answers to these questions are likely to be widely divergent and probably irreconcilable. Who is the final arbitrator? A state authority? The individual consumer?

Many persons, are notorious believers in their immunity to advertising. These naive inhabitants of consumer land believe that advertising is childish, dumb, a bunch of lies, and influences only the vast hordes of the less sophisticated. Their own purchases are made purely on the basis of value and desire, with advertising playing only a minor supporting role. Advertisers know better. Although few people admit to being greatly influenced by ads, surveys and sales figures show that a well-designed advertising campaign has dramatic effects. A logical conclusion is that advertising works below the level of conscious awareness and it works even on those who claim immunity to its message. Ads are designed to have an effect while being laughed at, belittled, and all but ignored.

A person unaware of advertising's effect on him or her is precisely the one most defenseless against the ad writer’s attack. Advertisers delight in an audience which believes ads to be harmless nonsense, for such an audience is rendered defenseless by its belief that there is no attack taking place. In order to raise the level of awareness about the persuasive techniques used in ads is to analyze ads in microscopic detail. Ads can be studied to detect their psychological hooks, they can be used to gauge values and hidden desires of the common person, they can be studied for their use of symbols, color, and imagery.

The reason so many ad demands fall into this category of pseudo-information is that they are applied to parity products, products in which all or...

Bibliography: Dan, Craciun, 2003 Business and Morality – A short introduction to the business ethics, ASE
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Journal of Business Research, Volume 37, Issue 3, November 1996, Integrated Marketing Communications:
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Wikipedia The Free Encyclopedia:
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