But what happens if the developed advertising campaign perfectly attracts the aimed target group but coincidentally discriminates a vulnerable group? Is it fine to make jokes based on elderly, printed on flyers which are thrown in every mailbox in the country? How should advertisers behave?
This paper is going to examine some ethical claims and causes for thought in advertising ethics. It aims to assist advertisers in trying to behave as ethically as possible while struggling through the jungle of audience demands.
In the first part some necessary theoretical definitions will be given. In the second and main part the ethical claims are described, subdivided in three key moral principles: Truthfulness, Dignity and Social Responsibility. In the last section an exemplary advertisement will be analyzed in order to show the work of seemingly ethics-unconscious advertisers.
Table of Contents
1 Introduction
2 Theoretical Definitions
2.1 Ethics and Business Ethics
2.2 Corporate Social Responsibility and Stakeholder
2.3 Business Ethics and CSR
2.4 Advertising and Advertising Ethics
3 Ethical Claims in Advertising
3.1 Truthfulness
3.2 Respect for the Dignity of the Human Person
3.2.1 Manipulation
3.2.2 Vulnerable Groups
3.2.2.1 Vulnerable Groups in general
3.2.2.2 Children as one exemplary vulnerable group
3.2.3 Presentation of People
3.2.4 Shocking Images / Shock Advertising
3.2.5 Privacy
3.3 Social Responsibility
3.3.1 Culture, Values and Norms
3.3.2 Wasteful Lifestyles
3.3.3 Special Requirements and Conditions
3.4 Subsumption
4 Practical Examples Analysis
5 Conclusion
Objectives and Research Focus
This paper examines ethical claims and challenges within the field of advertising ethics. It aims to assist advertisers in navigating the conflict between audience demands and ethical responsibility by establishing key moral principles and analyzing real-world examples of unethical advertising practices.
- Theoretical foundations of Business Ethics and Corporate Social Responsibility (CSR).
- The three core moral principles: Truthfulness, Dignity, and Social Responsibility.
- Ethical challenges concerning vulnerable groups, manipulation, and privacy.
- Practical analysis of controversial advertising campaigns and their public perception.
- The role of self-regulation and codes of conduct in the advertising industry.
Excerpt from the Book
3.2.4 Shocking Images / Shock Advertising
Advertisers sometimes use images of dead or ill people, war, violence or “morbid, perverse or pornographic” (Foley 1997) content in order to catch the attention of their target group and to make a long lasting impression through provocation of strong emotions. This type of advertising is called “Shock Advertising”. Benetton was one very well known campaign which used this type of advertising. Of course it was very controversial involving lawsuits (for example in Germany) (Crawshaw 1995) and public discussions about ethics in advertising.
Mostly shock advertising is not tasteful and does not conform to moral standards. It is vulgar or morally degrading (Foley 1997). Dignity and respect towards other people also means not to shock, bother or stir somebody up for no reason. Anyhow it implicates to make advertising within the generally accepted boundaries of appropriate taste and decency (Christy 2001, p. 78).
When it is applied for a good cause (e.g. showing suffering children for a charity appeal), advertisers generally try to stay within the boundaries of good taste prudently. Despite everything the effect of shock advertising is decreasing due to fatigue of the audience anyway (Christy 2001, p. 80).
Summary of Chapters
Introduction: Outlines the significance of advertising in the economy and introduces the tension between consumer attraction and ethical responsibility.
Theoretical Definitions: Defines core concepts like Business Ethics, Corporate Social Responsibility (CSR), and Advertising Ethics to provide a conceptual framework.
Ethical Claims in Advertising: Explores the three moral principles—Truthfulness, Respect for Human Dignity, and Social Responsibility—and their specific implications for advertising practice.
Practical Examples Analysis: Evaluates a specific advertising case study that sparked public controversy to demonstrate how companies often fail to meet ethical standards.
Conclusion: Synthesizes the findings, emphasizing the complexity of ethical decision-making and the growing necessity for self-regulation in the advertising industry.
Keywords
Advertising Ethics, Corporate Social Responsibility, CSR, Business Ethics, Truthfulness, Human Dignity, Shock Advertising, Manipulation, Vulnerable Groups, Privacy, Consumerism, Self-Regulation, Moral Principles, Marketing Communication, Ethical Claims
Frequently Asked Questions
What is the primary focus of this seminar paper?
The paper focuses on the ethical responsibilities of advertisers, examining how to balance the need for effective, attention-grabbing marketing with moral principles and social responsibility.
What are the central themes discussed in the paper?
The central themes include the definitions of advertising ethics, the protection of vulnerable groups, the maintenance of human dignity in media representation, and the broader social impact of advertising content.
What is the main objective of the author?
The author aims to provide a structured guide for advertisers to help them behave ethically while managing the competitive pressures of the advertising market.
Which scientific methods are utilized?
The paper uses a theoretical-analytical approach, combining established ethical definitions and theories with a case study analysis of a specific advertisement to illustrate real-world applications of ethical failure.
What content is covered in the main section?
The main section details three key moral principles: Truthfulness, Respect for the Dignity of the Human Person (including manipulation, privacy, and vulnerable groups), and Social Responsibility (including cultural values and lifestyle impacts).
What are the primary characteristics of the work?
The work is characterized by its normative approach, its focus on practical examples like the "Hörzu" campaign, and its call for industry-wide self-regulation through codes of conduct.
How does the author define "Shock Advertising"?
The author defines Shock Advertising as the use of morbid, perverse, or pornographic content intended to provoke strong emotions and capture attention, often violating moral standards and public decency.
Why does the paper focus on vulnerable groups like children?
The paper highlights children as a vulnerable group because they often lack the cognitive capacity to evaluate the persuasive intent of advertising, making them susceptible to manipulation and exploitation.
What conclusion is drawn regarding "Hörzu" campaign?
The author concludes that the "Hörzu" advertisement failed to act in a socially responsible manner, as it provoked interpretations of racism and sexism, thereby violating human dignity and falling outside the boundaries of acceptable taste.
- Citar trabajo
- Maike Dürk (Autor), 2011, Ethical Claims in Advertising, Múnich, GRIN Verlag, https://www.grin.com/document/170573
