Advertising as the most visible element of the marketing-mix is concerning its ethical dimension actually in the midst of controversary. The expression of “advertisng ethics” is nowadays a good example when being asked to name an oxymoron. This project therefore concentrates on ethics applied to the advertising profession.
The ethical dimension of advertising and its impact on consumers in general as well as on children as a target group is the main focus of the study. The aim of the study will be reached through drawing attention to the two major philosophical theories applied to business as well as advertising, utilitarianism and deontology.
In order to gain a fair understanding of the subject, advertising and its role in society are examined. Furthermore, the ethical issues in advertising are presented based on the so-called legal and moral discourse. Since the method of advertising to children actually raises a lot of controversial opinions, this part of the legal discourse is examined in more detail. Due to these controversies, a primary research has been executed, with the aim to collect three controversial opinions of institutions involved in the debate of ethics in advertising. The participants in this debate are industry, advertising agencies and the third point of view of a so-called opinion leader. The study closes with the discussion of research findings with reference to the literature review, followed by the overall conclusion.
Table of Contents
INTRODUCTION
CHAPTER ONE: Basic philosophical principles of business ethics
1.1 Introduction
1.2 Business Ethics
1.3 Utilitarianism
1.3.1 Act Utilitarianism
1.3.2 Rule Utilitarianism
1.4 Deontology
CHAPTER TWO: Ethical issues in advertising
2.1 Introduction
2.2 Definition and role of advertising
2.3 Basic ethical advertising issues
2.3.1 The legal aspects
2.3.2 The moral aspects
CHAPTER THREE: The impact of advertising on children
3.1 Introduction
3.2 Advertising to children
3.3 Basic ethical principles of advertising to children
3.4 Businesses that are advertising to children
3.5 Main media channels directed to children
3.5.1 Television advertising to children
3.5.2 Internet advertising
3.5.3 Mobile marketing
3.5.4 In-school marketing
Methodology
Results
Conclusion
Research Objectives and Core Themes
This study investigates the ethical dimensions of the advertising profession, specifically addressing the controversial nature of "advertising ethics" and its impact on consumers and children. The research explores whether marketing practices can align with ethical philosophical theories or if they inherently contradict moral standards.
- Application of utilitarianism and deontology to advertising practices.
- Evaluation of the legal and moral discourse surrounding advertising.
- Analysis of the specific impact of advertising on children as a vulnerable target group.
- Investigation into food advertising and its correlation with childhood obesity.
- Empirical analysis of diverse institutional viewpoints on marketing ethics.
Excerpt from the Book
Deontology
The second fundamental approach applied to business ethics is the so called deontology. The philosopher that followed and ultimately became the representative of deontological ethics is Immanuel Kant (1724 – 1804).
The deontological approach of ethics is based on the idea that actions do not have intrinsic moral values. Some actions are considered inherently good (truth-telling, keeping promises, respecting the rights of others), while others are bad (dishonesty, coercion, theft, manipulation). No matter how much good comes from lying, the action will never be right (White, 1993). Kant believed that he had discovered the fundamental moral law that would determine the ethical character of an action without regard to its consequences (White, 1993). For Kant, a good action should not only conform to a moral law, but should be done for the sake of a moral law. All persons inherently have good will, therefore all should act from a sense of duty.
Mackie (1997) maintains that deontology leaves room for duties that arise from one’s own previous actions, or from the actions of others that have affected him, such as the duty to fulfil a contract or to show gratitude, or to repay benefits, or to compensate for harm done. Kant maintained that doing your duty is the only thing which ethics requires (Kitson & Campbell, 1996). Therefore, a person’s motive for action must be a recognition of the duty to act; it should be done for the sake of obligation and not because coincidentally happens to be what is wanted to be done anyway. Kant argued that individuals should never be treated as means but as ends. Each person has its dignity, its integrity that should be respected in our dealings with others. Furthermore, Kant stated that you have to act in such a way that you treat humanity, whether in your own person or in the person of any other, always at the same time as an end and never simply as a means (Morgan, 1996).
Summary of Chapters
CHAPTER ONE: Basic philosophical principles of business ethics: This chapter introduces the foundational philosophical frameworks of utilitarianism and deontology, providing a basis for evaluating ethical conduct within a business context.
CHAPTER TWO: Ethical issues in advertising: This section examines the definition and social role of advertising, contrasting legal and moral discourses to determine the ethical status of various advertising practices.
CHAPTER THREE: The impact of advertising on children: This chapter focuses on the vulnerability of children in the marketplace, analyzing media channels and the ethical challenges inherent in advertising to this specific demographic.
Keywords
Business Ethics, Advertising Ethics, Utilitarianism, Deontology, Children, Consumer Behavior, Marketing-Mix, Legal Discourse, Moral Discourse, Food Advertising, Obesity, Media Channels, Self-Regulation, Corporate Responsibility, Social Impact.
Frequently Asked Questions
What is the fundamental focus of this project?
The project examines the ethical dimensions of the advertising profession, exploring the tension between profit-driven marketing and ethical principles, often framed as an "oxymoron."
What are the primary themes discussed?
Key themes include philosophical ethics (utilitarianism and deontology), legal vs. moral discourses in marketing, and the specific societal challenges of advertising to children.
What is the main objective of the research?
The goal is to understand the role of ethics in advertising and identify how various stakeholders—including agencies, corporations, and opinion leaders—perceive the ethics of modern marketing practices.
Which scientific method is employed?
The author utilizes a mixed-method approach, combining an extensive literature review with primary research involving questionnaires and interviews with advertising agencies, food companies, and opinion leaders.
What is covered in the main body of the work?
The main body covers business ethics, foundational philosophical theories, specific legal and moral issues in advertising, and a detailed analysis of advertising techniques directed toward children.
Which keywords best characterize the study?
The study is best characterized by terms such as Advertising Ethics, Business Ethics, Utilitarianism, Deontology, and Child-Targeted Marketing.
How does the author define the "win-win" scenario?
The author refers to a framework where marketing efforts simultaneously satisfy the needs of both the child and the parent, creating a mutually beneficial value exchange.
What role does the opinion leader play in the study?
The opinion leader provides a critical counter-perspective to the industry's view, often advocating for stricter regulations and emphasizing the potential negative impacts of advertising on children.
- Citar trabajo
- Harald Blocher (Autor), 2003, Advertising Ethics - An Oxymoron?, Múnich, GRIN Verlag, https://www.grin.com/document/93910
