This can lead them into buying the product or create a positive image on the consumers, giving more recognition on the brand. However, there are cases of over-exaggeration in advertising that brings negative effects instead. From false claims that cannot be delivered to hyperbolic role of a product, over-exaggeration ends up in having consumers dismissing a brand. It gets worse when the consumer believes in false claims made by a brand,
Utilitarianism is part of consequentialist theories which assess moral right and wrong in terms of the consequences of the actions. Utilitarianism places great importance on actions that produce or increase pleasure and reduce pain. In other words, utilitarianism advocates for happiness producing consequences. Ethical issues in marketing to children Adverts with exaggerated claims to mislead children Some marketers purposefully overstate the qualities or features of a particular product or service to mislead the children in believing that the product or service is exactly the way it has been advertised. In the quest to get the advertised product, children tend to pester their parents to buy them such products.
This is not a new subject. Schools need money, and advertising agencies are leaping to fill that gap. The idea behind any advertising agency is to create loyal, long-term consumers. What better way than for them to advertise to children, who have no reasoning skills to synthesis. According to the advertisement industry children are considered a three-in-one market.
Role Play Scenarios Scenario 1 Suppose you work in public relations department at ACME and ACME’s advertising department used false information to advertise the services/products of the company. As public relations, you are supposed to address this issue in order to change the perception of the public. This is because if the customers continue to buy the products and they find out that what they heard in the TV commercials is not what is being offered, it will affect the brand image of the ACME. Therefore, the interns will be divided into two groups an equal number, A and B. Group A will play a role of being ACME public relations department who are trying change the perception of customers due to the false information used in the TV commercial.
Unfortunately, Kaison and Somjai do not agree on the best way to promote a product line. Kaison believes that the direct mail to the existing customer would be the best way to reach target consumer. But, Somjai thinks that Kaison’s idea won’t work and rather than doing direct mail campaign, it should create a dynamic infomercial to show the consumer how good the product is. Kaison thinks this way would waste of money and worries about the logistic issues that would come after. They both believe that their own idea is better than other even they try to convince other but it worst.
As stated by Fowler (2006), “shock advertisements and tactics have proven effective at capturing the attention of viewers due to the fact that they violate social norms by presenting images or words that are unexpected”. This perspective resonates with the fact that advertisements that generate a strong emotional response result in consumers’ engagement and memorability of the product or service at hand (Brown, 2009). While disgusting advertisements initiate negative emotions to capture consumers’ attention, the marketer’s ultimate goal is to result in a positive emotional
(Garrett, D. E. 2010), Research the debate as to whether consumers are disadvantaged or vulnerable based on demographics, income or age and education. The Disadvantaged Consumer, (Andreasen 1975, 7) claims that the difficulties experienced by individuals whether because of age or education or demographics are as a result of the individuals own personality and personal attributes. Even though there is the Consumer Protection Act to protect consumers in the marketplace, whether the consumer is able to enforce these laws are questionable, (Mierzwinski, E. 2010. Colston E. Warne Lecture) In other words is it easy for vulnerable consumers to be protected from unscrupulous advertisers who target teenage audiences in social media, shopping malls, movie houses and television and
Child Labor Child labor, according to International Labor Organization, is an employment of children whose work deprives them of their childhood, their potential and their dignity, and that is harmful to physical and mental development. However, legislators in developing nations have an alternate definition of child labor. They get a kick out of the chance to characterize child labor as work that hinders the improvement and prosperity of children. Economists lean toward a less subjective definition while in economists view, child labor as the economic activities in which children take an interest. This definition incorporates subjugation and prostitution, however it stretches out to the sorts of activities that children consistently take part in all through the developing world.
Unfortunately, Kaison and Somjai do not agree on the best way to promote a product line. Kaison believs that the direct mail to the existing customer would be the best way to reach target consumer. But, Somjai thinks that Kaison’ idea won’t work and rather than doing direct mail campaign, it should create a dynamic infomercial to show the consumer how good the product is. Kaison thinks this way is waste of money and worries about the logistic that would come after. They both believe that their old idea is better than other even they try to convince other but it worst.
Advertising is one of the most visible activities of business. By inviting people to try their products, companies risk public criticism and attack if their advertising displeases or offends the audience or if their products don’t measure up to the advertised promise. Proponents of advertising say it’s therefore safer to buy advertised products because, when a company’s name and reputation are on the line, it tries harder to fulfill its promises (especially when it lists product benefits). John O’Toole, the late chair of Foote, Cone & Belding and president of the American Association of Advertising Agencies, pointed out that many critics attack advertising because it isn’t something else. Advertising isn’t journalism, education, or entertainment—although it often performs the tasks of all three.