Markets are always
pressured to gain the publics attention. In order to intensify their efforts
and increase the attention of customers, many advertisers are pushing the
limits of ethical concepts while advertising to generate buzz consumers.
Ethical issues
should be considered in integrated marketing communications. But how do we define ethics? Should we base
these matters off of our own personal beliefs/social-norms, or should we define
ethical principles as laws to define what is or is not appropriate? As defined
in our text, “Ethics are moral principles and values that govern the actions
and decisions of an individual or group… Although particular actions may be
within the law, still might not be considered ethical. (Belch & Belch, pg.
733)
There are numerous
ads shown though televisions commercials, billboards and other forms of media
that I have found to be disturbing. Nevertheless, all of these disturbing ads
have the commonality of resonating a shock value. The marketer’s goal is to try
and create an ad that would gain the audiences attention (because all publicity is good publicity, right?).
Starting off, I came
across an ad created by Burger King while skimming through my nephews copy of Sports
Illustrated Magazine (target market being tween males and older) that depicts a
girl with her mouth wide open with and an elongated sandwich aiming for her
mouth. If you did not find this distributing, maybe the caption will catch your
attention. It reads, “IT’LL BLOW YOUR MIND AWAY.” Is Burger King using a
sexually suggestive ad to market toward male audiences using sports illustrated
as a medium?
Yes they are. Some
may oppose to the actions on morals and ethical grounds this ad suggest, but I
personally find it offense. This is literally equating the pleasure of a sexual
act to how rewarding a man would feel after eating their sandwich. This ad
might be viewed as inappropriate to some and stir up some controversy but in
all is great publicity for the company. As our book suggested, many ads that
have sexual appeal often demean women by depicting them as sex objects. Burger
King successfully accomplished that portrayal by making women nothing more than
a sex toy for the male audience.
Moving forward,
this next ad by Sisley Paris, a fashion line, uses a theme of drugs to
advertise to the public. This ad shows the women snorting coke, where the coke
is in the form of a white dress. I believe this ad has a very negative taste
because they are trying to convey snorting coke to be “cool”, but in reality it
is very harmful and dangerous. For this company in particular, I do not fully
understand where the concept of drugs plays into the company selling more
clothing, and makeup products to women, but I know this image is disturbing and
would probably get my attention if I had seen it in a magazine.
Another adverting
technique is just to gain shock value over other companies like American
Apparel, who used naked models to sell their clothing line, although the models
are naked, they are still selling American Apparel’s “Lifestyle” and helping to create a brand
image for the company. (I happened to find an ad on the company’s website that
I felt was less racy, and more appropriate for the sake of my blog) American
Apparel actively uses their female models as sexual object, just like Burger
King. This ad shows a woman with her legs wide open, with only tights on and
having the company logo placed right where her genitals are located. As a
woman, I find this ad very explicit and very uncomfortable considering what a
male audience might be thinking when looking at the same ad. American Apparel
is know for their suggestive ads, which always creates distasteful ads.
Overall these
three ads are examples of distasteful ads, or unethical examples. American
Apparel, Burger King, and Sisley are not doing anything illegal, but they are
pushing the limits of what people might find appropriate and inappropriate.
These ads will undoubtedly have a social effect of customers, and the public but
even if it generates a bad or good impression, the company is still winning due
to the ad-generating buzz for the company. Advertising is a very powerful
institution and can persuade an audience into buying their products. But is
using the theme of sex, and drugs ethical?
References:
American Apparel | Wholesale T-Shirts |
Made in USA. (n.d.).
Retrieved from http://www.americanapparel.net/wholesaleresources/?mpch=ads
Belch, GE.
and Belch, MA. Advertising and Promotion: An Integrated Marketing
Communications Perspective, 9th Edition. McGraw-Hill Companies.
2012.
Burger King 'it'll blow your mind away'
sexist or silly? - National sex scandal | Examiner.com. (n.d.). Retrieved from
http://www.examiner.com/article/burger-king-it-ll-blow-your-mind-away-sexist-or-silly
Sisley-Paris Official Online Store:
skincare, makeup, fragrance Paris.
(n.d.). Retrieved from
http://www.sisley-paris.com/en-US/?gclid=CJKjucO70b0CFe07OgodhkIAuA