Activity 15: Marketing Ethics Instructions In Class

Activity 15: Marketing Ethics Instructions: In class, we discussed how ethics are socially constructed

In this activity, you will analyze multiple marketing scenarios and advertisements related to ethics. First, examine the provided videos and answer questions about the emotional appeals used, their ethical implications, and the tricks marketers employ to make products more appealing. Additionally, consider the ethics of false advertising practices such as using mashed potatoes instead of ice cream for photos and misrepresenting products' appearance. Finally, choose one misleading marketing tactic from the provided list and reflect on the ethical obligations of viewers and advertisers, including how intentions influence ethical judgments.

Paper For Above instruction

Marketing ethics is a vital component of responsible business practices, centered around the moral principles guiding marketing actions and communications. As societal constructs, ethics are shaped by cultural, social, and individual perceptions of right and wrong. This paper explores various ethical considerations in marketing by analyzing specific advertisements and tactics through the lens of ethical standards, illustrating the importance of honesty, transparency, and consumer protection in marketing practices.

Initially, the use of emotional appeals in advertising often aims to connect with consumers on a psychological level, influencing their buying decisions. In the video examined, an emotional appeal was employed that elicited feelings of happiness and nostalgia, often associated with familial love or personal achievement. While emotional appeals are common and can be ethically neutral when grounded in truthful messages, their ethicality becomes questionable when they manipulate feelings to evoke unnecessary urgency or guilt, leading consumers to make decisions they might regret. For instance, if an advertisement exploits fear of missing out or insecurities to push sales, it verges on unethical persuasion because it bypasses rational decision-making and exploits vulnerabilities.

Furthermore, marketers frequently use visual tricks to enhance the appeal of their products, which raises ethical concerns. The use of mashed potatoes as a stand-in for melting ice cream in photoshoots serves to maintain aesthetic appeal, especially since actual ice cream melts quickly under studio lights. From an ethical standpoint, this practice raises questions about honesty in advertising. It manipulates consumers' perception by presenting a product that appears more appealing but isn't an accurate depiction of the actual product offered. Ethically, such deception can mislead consumers, undermining trust and violating the principle of truthful advertising. Therefore, using artificial images or materials to enhance visual appeal can be viewed as unethical because it distorts reality and sets false expectations.

Another prevalent issue involves the discrepancy between advertising images and the actual product consumers receive, particularly in restaurants. Advertisements often showcase plates with perfect, appetizing food that may not reflect the actual dining experience. This practice is often justified by the pursuit of attracting customers, but ethically, it borders on false advertising since it creates false impressions about the product quality. From an ethical perspective, knowingly promoting an idealized image when the actual product falls short can be considered deceptive. It compromises consumer trust and may lead to dissatisfaction or accusations of fraud, highlighting the importance of truthful advertising practices that accurately represent the product.

In addition to these specific issues, the video on misleading marketing tactics highlights several strategies that can deceive consumers. Choosing one tactic—such as exaggerated claims—raises the critical ethical question of the viewer's responsibility. As consumers, individuals have an ethical obligation to critically evaluate advertisements, recognizing that exaggerated or unsubstantiated claims are inherently misleading. Ethical obligations extend to seeking truthful information and not blindly trusting marketing messages. However, obstacles such as cognitive biases, emotional susceptibility, and lack of awareness can impair consumers' ability to fulfill these obligations. For example, a consumer might overlook the fine print or rely solely on emotional appeals without scrutinizing the factual accuracy of advertisements.

Finally, the intentions of advertisers significantly influence whether their messages are ethical. When the goal is to inform truthfully and provide value, advertising tends to be ethically sound. Conversely, when the intent is solely to manipulate or deceive consumers for profit, the marketing becomes unethical. For instance, a company falsely advertising a health benefit to boost sales demonstrates unethical intent, whereas a transparent claim supported by scientific evidence aligns with ethical standards. Advertisers' ethical or unethical goals shape the content and honesty of their messages, impacting consumer trust and the overall integrity of marketing practices.

References

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