Ethical Ethics In Marketing

1037 Words5 Pages
Ethics, moral philosophy, assumes a noteworthy measure in any societal development. According to psychologists, one’s ethical instincts determine what’s appropriate and what is not, what deed is fruitful and what is not. Ethics does not only play a significance role towards social development but also it bears a special importance towards business conducts. The practice of ethical measures is not in any manner, a flawless behavior. Thus the unethical actions taken by business organizations and institutions is unfortunately affecting, either partially or completely, the general public in several ways. For instance marketing, is a basic business strategy abundantly employed by several business and non-business organizations, to introduce goods…show more content…
The advertisement of fast food chain companies to children is on its skyrocketing position. Infact the reason behind these companies directly advertising children, is due to several factors. First, children being blind consumers, second, they get easily drown by promotions and offers, and last but not least the temptation of buying products marketed by the beloved cartoon characters. The food industry has figured out how to use cartoon characters to get kids hooked into their products; one may have seen sponge bob on pop-tarts or ben 10 on mcvities. To add to the cute cartoon characters that the food industry is using to attract children to get hooked up into their products; the food industry itself spends about $2 billion dollars every year in marketing to children and teenagers (Lape, 2013). Hence, the majority of children around the world are victims of the message conveyed by ads. Marketing of food companies to children has been an ongoing controversial debate that should be limited and be subjected to surveillance, due to the unethical pursuit of marketers by advertisement; that lead to severe and serious psychological impacts besides potential health consequences on…show more content…
According to Kanner, an associate faculty member at a clinical psychology training program called the Wright Institute, "Advertising is a massive, multi-million dollar project that's having an enormous impact on child development” (Clay, 2000). The food industry is not only spending billions on their marketing strategies to convince children on buying their products, but also successfully controlling children’s perception and emotions. Kanner adds, “The sheer volume of advertising is growing rapidly and invading new areas of childhood, like our schools" (Clay, 2000). The aim of these food chain marketing approaches and their methodology for targeting children is quite alarming. The food industry knows that marketing to kids work, but what does it do for them? It built brand loyalty which can sometimes last a lifetime, so, you target young people, you get them hooked on your brands early, and that’s a lifetime of a brand loyalty. Kanner also approves this message by saying, “Advertising to children has long been a very successful way to build a solid consumer base that will win the minds of children in order to secure a lifetime of consumer purchasing" (Clay 2000). It also generates what the industry calls “Pester Power”: the ability that children have to make their parents buy something, by asking for it many times until they get it. Pester Power affects
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