Ascertaining the right and wrong in Advertising
Advertisements consider themselves as an authority in society. Advertisements mainly educate people and help them develop image for something they buy. Consumers also learn from advertisements that they can purchase success, happiness and love when buying the goods and services being advertised. Hence understanding the Morals and Ethics of advertising is essential. Morals and ethics are similarly alike when it comes to their theory and practice. Ethics refers to the right action and the one which conveys better, whereas morals specify carrying out these right actions. The advertising agencies have to take care of such morals while developing such advertisements.
Ethics in Advertisements[/i][/b]
The results of a questionnaire conducted in a report by Hyman et al. which included members of the American Academy of Advertising members show that the vital matters concerned with advertising ethics were as follows: 1) dishonest in advertisements, 2) advertising to the children, 3) advertising of tobacco, 4) advertisements of alcoholic beverages, 5) unconstructive political advertising, 6) ethnic stereotyping, and 7) sexual stereotyping [/i]
Marlboro Man
One of the most popular advertising images was developed by Philip Morris Inc. in the beginning of the 1960s. This advertising image was a picture of a jagged, brave-looking cowboy, the Marlboro Man, riding a horse and smoking a cigarette. The setting was on the mountains making this advertisement the promoting Marlboro cigarettes around the world. The Marlboro Man was portrayed by actor David McLean, whose cause of death was lung cancer. In other words, cigarettes were the Marlboro Man's cause of death.
David's wife, Plaintiffs Lilo Mclean filed for charges against the company Marlboro. She believes cigarettes are the reason for the death of her husband due to the fact that he had to smoke as much as five packs of cigarettes per day while the advertisements or the posters were being printed. In the legal complaint filed by Plaintiffs, she claims to be searching for “damages for wrongful death and personal injuries to David McLean based on common law theories of fraud and deceit, negligent misrepresentation, misrepresentation to consumers, breach of express warranty, and breach of implied warranty”.
It is important to acknowledge that ethics is a field that needs each consumer to take a stand. As previously mentioned, cigarettes killed the Marlboro Man, when he himself was promoting the product itself. Each and every consumer should not only choose between what is right and what is wrong but be able to rationalize when making choices concerning brands, products, or services.
Advertisements consider themselves as an authority in society. Advertisements mainly educate people and help them develop image for something they buy. Consumers also learn from advertisements that they can purchase success, happiness and love when buying the goods and services being advertised. Hence understanding the Morals and Ethics of advertising is essential. Morals and ethics are similarly alike when it comes to their theory and practice. Ethics refers to the right action and the one which conveys better, whereas morals specify carrying out these right actions. The advertising agencies have to take care of such morals while developing such advertisements.
Ethics in Advertisements[/i][/b]
The results of a questionnaire conducted in a report by Hyman et al. which included members of the American Academy of Advertising members show that the vital matters concerned with advertising ethics were as follows: 1) dishonest in advertisements, 2) advertising to the children, 3) advertising of tobacco, 4) advertisements of alcoholic beverages, 5) unconstructive political advertising, 6) ethnic stereotyping, and 7) sexual stereotyping [/i]
Marlboro Man
One of the most popular advertising images was developed by Philip Morris Inc. in the beginning of the 1960s. This advertising image was a picture of a jagged, brave-looking cowboy, the Marlboro Man, riding a horse and smoking a cigarette. The setting was on the mountains making this advertisement the promoting Marlboro cigarettes around the world. The Marlboro Man was portrayed by actor David McLean, whose cause of death was lung cancer. In other words, cigarettes were the Marlboro Man's cause of death.
David's wife, Plaintiffs Lilo Mclean filed for charges against the company Marlboro. She believes cigarettes are the reason for the death of her husband due to the fact that he had to smoke as much as five packs of cigarettes per day while the advertisements or the posters were being printed. In the legal complaint filed by Plaintiffs, she claims to be searching for “damages for wrongful death and personal injuries to David McLean based on common law theories of fraud and deceit, negligent misrepresentation, misrepresentation to consumers, breach of express warranty, and breach of implied warranty”.
It is important to acknowledge that ethics is a field that needs each consumer to take a stand. As previously mentioned, cigarettes killed the Marlboro Man, when he himself was promoting the product itself. Each and every consumer should not only choose between what is right and what is wrong but be able to rationalize when making choices concerning brands, products, or services.