Ethical Issues In Advertising

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The world has entered the age of consumerism, the age of competition, the age of consumption, the age in which getting noticed is the ultimate priority. When it comes to marketing the question is no longer how great the product is, but how appealing and desiring the advertising makes it. However, when it comes to advertising the job not easy. In a world where there are approximately 3,000 different advertisements being published every day, being noticed can be the breaking point between success and failure, and in a world where success is so limited, it has become the most anticipated achievement. Therefore, companies are forced to rely on compromising advertising strategies. As for the advertising strategies the greatest challenge is staying…show more content…
When generating awareness through shock the focus has to be on targeting the right audience, one ready or willing to address the issue being advertised. Since the main goal of the organizations is to take the issue and present it in the most explicit and morbid way then understanding the audience is fundamental. Russia, for example, is very influenced by the czars and Communism which both operate under the assumption that “your confusion is my victory” which leads to more discussion of the ethical issues about advertising placed in society therefore they would probably not be as opened as others to the shock factor. Accordingly, the context and the audience do matter for purposes of awareness, because not all audiences are capable of accepting the wolf with open hands. If this passive-aggressive type of advertising fails to target markets opened to controversial issues then it immediately fails to fulfill the principal job of any advertisement, which is to persuade an audience into taking an…show more content…
Organizations evidently use the shock to create consciousness on different issues like AIDS, meth, and many others. For example, the breast cancer foundation employed a poster campaign that mimicked sexy advertisements, it featured attractive models in bras and panties but with one difference, these women revealed mastectomy scars instead of their boobs. The advertisement was rejected but the fund founder defended the advertisement arguing that without the shock element people would “lapse into acceptance” of breast cancer. The concern of it lapsing into acceptance is very valid however these images are far beyond the line of appropriateness and they lack taste. Although, shockvertising is a very interesting tool and very innovative, ethics have to be taken into account because the shock element can fail to succeed if it goes from appropriate to

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