Ethics And Advertising Victoria Watson

Ethics and Advertising Victoria Watson 3/24/:31:13 PM

The element that resonated most with me as well as with my experience with advertisement is the idea that advertisement manipulates us into buying things we don't need. I can personally testify that I have been sucked into many purchases that left me thinking, "Do I even need this? Will I even end up using or wearing this?" as I am walking away with the product and its receipt in a bag. I was not surprised to read in Chapter 11 that the majority of ads are "puffered" and intentionally deceptive. Advertisers try their best to make their product(s) appear to be the greatest of their kind, without actually proving so.

Reading the goals of advertisers helped me to understand the root of different ads I have come in contact with. For example, recently I made an (accidental) unnecessary purchase, and I am willing to admit that a lot of my submission had to do with the way the product and its ingredients were presented and advertised to me. The "Dead Sea infused" facial cleanser I ended up buying was presented to me as something that I NEEDED. The saleswoman selling the cleanser lured me in by asking me if I wanted to "try something out for free." With time to kill, I agreed. The first thing she asked me, before even demonstrating, was how many pairs of shoes I owned.

Confused, I told her I had around 16 pairs of shoes. "That's a lot of shoes!" she said, "How many sets of skin do you have? One. Shouldn't you take good care of it?" She gave me something to think about. I had never thought about my skin that way. From there, she did a demonstration. Throughout the application she kept saying that the wash had all 100% natural ingredients that were straight from the dead sea. She gestured to her face (which was flawless) and told me that she hasn't had an acne breakout or blemish problem since using the wash. As a person who struggles with their skin complexion, I was sold. It wasn't until I read both the chapter and the article that I realized how gullible I am!

I soaked up everything she told me about the soap and I questioned none of it. How did they get the minerals from the dead sea? WHO got the minerals? What is the wash being compared to that makes it "the best of its kind?" How can she be so sure that this wash will be compatible with my skin type? She was not concerned on whether or not I would be compatible with the wash, or if the wash was the best option for me, she just wanted to sell me the product.

"This soap will exfoliate your skin and have it blemish free within fourteen days." I did not even think to question how she could be so sure. There was no proof that the ingredients in the soap were natural, nor was there valid proof that the ingredients were, in fact, from the dead sea. "Claiming that a product can do something it cannot is a clear cut case of deception," and I did not even realize because I was too busy imagining myself on a skin commercial with a crystal clear face. (O'Barr, n.d., para 3). Product advertisements and their sellers are fantastic at telling potential customers everything they want or need to hear in order to manipulate them to purchase the item for sale.

My second example of advertisement manipulation actually puts me on the opposite side of the situation. While reading the paragraph that explained ​retargeting​ customers, I immediately thought of my job and the special promotions we do for loyal customers. I work at a full-service spa that offers massage experiences, skin care, and nail care. Our returning customers earn points for each appointment they schedule, attend, and pay for. Loyalty points in the spa can be used the same as cash money, and can be put toward any service and/or item. The spa systems monitor each of our clients to see which services they come in for most often, and also to see which products they have previously purchased. (Potter, 2014).

Each client’s email is recorded when they book services. In turn, the spa then uses the email to send each client discounts and exclusive offers on products they have bought at full retail price before. This process retargets our customers and gives them an incentive to come back in for another service or item. Loyalty points are a reward for shopping and receiving services in the spa. Further examples are the promotions we offer to all customers. For every five manicures our clients receive, they get the sixth one at no cost. Not to mention, for every $60 in retail a client spends, they get a free makeup consultation with one of our many talented estheticians. In my opinion, the practice of retargeting customers is a much better, and fair, form of manipulation. Retargeting creates a symbiotic relationship between the business and its customers.

Paper For Above instruction

Advertising plays a significant role in shaping consumer perceptions and influencing purchasing decisions. While it serves the purpose of informing and persuading consumers, ethical concerns arise when advertising employs manipulative strategies that deceive or exploit audiences. This paper explores the ethical implications of advertising through two perspectives: the deceptive nature of certain marketing claims and the fairness of retargeting practices, supported by personal experiences and scholarly insights.

Deceptive advertising, characterized by exaggerated, unverifiable claims, undermines consumer trust and violates ethical standards. The concept of puffery, which involves making subjective assertions that cannot be tested or proven, epitomizes the deceptive tactics many advertisers use. For example, a commercial for the 2016 Chevrolet Silverado claimed it had the "best in fuel economy," "best in horsepower," and "best towing capacity in its class." However, these claims often lack precise definitions or standard measurements that substantiate their superiority, making them misleading. Such marketing strategies prey on consumers' hopes for upgraded products, often leading them to make purchases based on false perceptions of quality or performance (Potter, 2014).

Furthermore, personal experiences reveal how advertising manipulates emotional and cognitive triggers to influence buying behavior. A vivid example involves a facial cleanser marketed as containing "all 100% natural ingredients from the Dead Sea." The saleswoman’s persuasive presentation, emphasizing purity and natural benefits, appealed to my desire for effective skin care. She claimed the product would exfoliate and clear blemishes within fourteen days, without providing concrete evidence or scientific validation. This scenario exemplifies how advertisers leverage consumer insecurities and assumptions—prompting impulsive decisions that may not align with actual product efficacy (O'Barr, n.d.). The ethical problem arises when such claims are made without substantiation, leading consumers to believe in false promises.

Conversely, retargeting practices, when executed ethically, can be considered a fair and mutually beneficial marketing strategy. My employment at a full-service spa illustrates how targeted promotions and loyalty programs foster a collaborative relationship between business and client. By tracking customer preferences and purchase histories, the spa offers personalized discounts, free services, and incentives to encourage repeat business. This approach not only benefits the customer by providing relevant offers but also enhances the company's retention efforts (Potter, 2014). Retargeting, in this context, operates transparently and supports consumer choice, making it a less deceptive form of marketing compared to exaggerated claims.

Nevertheless, ethical considerations remain crucial. For instance, the collection and use of personal data must respect privacy laws and consumer consent. Companies must avoid exploiting customer information beyond agreed terms, ensuring transparency about data usage. Additionally, marketing messages should prioritize truthful communication over manipulation, fostering trust and long-term relationships. When consumers are well-informed and protected from false claims, marketing practices serve their intended purpose without ethical compromise.

In conclusion, advertising encompasses both manipulative and ethical elements, depending on how strategies are executed. Deceptive claims and puffery erode consumer trust and raise ethical questions, especially when based on false or unverifiable information. On the other hand, retargeting and loyalty programs, when designed transparently, can facilitate beneficial exchanges that respect consumer rights. As consumers become more media-literate, they can better discern between ethical and unethical marketing tactics. Ultimately, advertisers and marketers bear the responsibility to uphold honesty and integrity to foster a trustworthy commercial environment.

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