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Advertising – Precious Information or Vicious manipulation?
Is advertising the ultimate means to inform and help us in our daily lives decision-making or is it just too powerful form of mass deception used by companies to persuade their prospects and customers to buy products and services that do not need? Consumers in the global village is increasingly the number of messages of advertising and advertising spending is increasing accordingly.
It will not be exaggerated if we conclude that we are 'soaked in the rain cultural marketing communications through TV, press, cinema, Internet, etc. (Hackley and Cook, 1999). But if thirty years of marketing communication tools are used mainly as a product focused on tactical media, now the promotional mix, and in particular advertising focuses on signs and semiotics. Some argue that the efforts of the sellers are finally "turn the economy as a symbol for that means something to the consumer "(Williamson, quoted in Anonymous, Marketing Communications, 2006: 569). An important consequence is that many contemporary ads" are selling us ourselves "(ibid.)
The above process is influenced by the commercialization of products and blurring of perceptions provide consumer businesses. To differentiate and position your products and / or services companies now employ advertising that is sometimes considered not only in bad taste, but also less harmful deliberately manipulative. The question of bad publicity is now to the point that organizations like Adbusters have adopted the tactic of subvertising – revealing the real intention behind modern advertising. The editor of Adbusters Kalle Lason chief said on activities construction of the corporate image of the big media companies: "We know that oil companies are not very friendly to nature, and companies of snuff did not really care about ethics "(Arnold, 2001). On the other hand, the" ethics and social responsibility are important determinants of such benefits long-term survival, long-term profitability and competitiveness of the organization "(Singhapakdi, 1999). communication strategy that revolves around ethics and social responsibility of the concepts of total quality and building relationships with customers to be elusive. However, there can be no easy formula clear ethical marketing communications.
PUBLICITY – INFORMATION OR PRESCIOUS vicious manipulation?
In order to obtain a broad view of consumer perceptions about the role of advertising we have reviewed a series of articles and conducted four interviews. A series research papers reach opposite conclusions. These vary from indicating that "the ethics of conduct of an enterprise is an important consideration in the purchase decision "and that consumers" will reward the ethical behavior of a willingness to pay higher prices for that product company " (Believed and Ross Jr., 1997) the other emphasizing that "although consumers may express a desire to support companies with ethical companies and punish the ethics, their actual buying behavior is often affected by ethical concerns "and that" price, quality and superior value ethical behavior consumer purchasing "(Carrigan and Attalla, 2001). Focusing on advertising as marketing communication tool more important that we have built and led out an interview that consists of four themes and nine questions. The conceptual framework of this work is based on these four issues.
ITEM I. Ethics in Advertising
The first item consists of two introductory questions about ethics in advertising in general.
IA How would you define ethics in advertising?
The term "business ethics is" moral, ethical and professional ethics of organization "(Isaac, quoted in Bergadaa ', 2007). Each industry has its own guidelines for the ethical requirements. However, the four main requirements for marketing communications to be legal, decent, honest and truthful. Unfortunately, in a society that determines the course of action of the companies aim to promote the use of marketing messages' may constitute a form of social pollution through the potentially harmful and unwanted may have on consumer decision making "(Hackley and Kitchen, 1999).
One of the respondents interviewed indicated that "the most successful companies there is no need for ethics in their activities because they have built empires. Another view is that "sooner or later all that is unethical will face negative consequences."
IB What is your perception of the importance of ethics in advertising?
The second question is about the moral importance of being in communication with / to its target audiences and consumers of fashion / customers view it. In various research papers have found very conflicting conclusions. Business ethics seems to be rated as either very important in decision-making process or not is really an important factor in this process. An example of rather extreme position is that "disaster awaits any brand that acts cynically "(Odell, 2007).
It may seem obvious that responsibility must be carried by the advertiser because "their primary responsibility is advertising to keep clean and decent "(Bernstein, 1951). Moreover the company shares are defined by" the canons of social responsibility and good taste "(ibid.). One of the interviewees said
"The responsibility to provide decent advertising that benefits the end. Gains of business should not be at the expense of society. "
Another said that "our culture and social awareness determining good and evil in the advertising."
The increasing importance of marketing communications ethics is underscored by the need for more dialogical, two-way communication approaches. The "demassification technologies have the potential to facilitate" dialogue, but the monologue "The attitude is still the predominant (Botan, 1997). Arnold (2001) outlines the cases of Monsanto and Esso, which had to pay "a price for her] they [one-way communication strategy." In this connection we may review the ethics in advertising from two different perspectives as suggested by our respondents and different points of view in the review papers. The first is that it is imperative to have a common ethical code imposed by law. The other affirms the independence and accountability of all industries to establish their own rules.
ITEM II. What kind of regulation should be the leader in the field of advertising?
The next topic addresses the attention to the regulatory system to be the principal. Widely accepted is the view that both self-regulation and legal controls should work in synergy. In other words, codes of good practice are intended to supplement the laws. However, some countries have stronger legal controls on advertising for example in Scandinavia. On the other hand is preferred industry self-regulation in the Anglo-Saxon. However, not everyone agrees with the laissez-faire concept.
One of our respondents said:
"I think governments should impose strict legal framework and a more severe punishment for companies not comply with the law. "
Needless to say, the social acceptance varies from one culture or country to another. At the end of the day "good or bad taste is largely As a matter of time, place and the individual "(Bernstein, 1951). It would be probably impossible to determine the manner well defined in the Internet age and interactive TV. Therefore, both types of regulation should be applied with the ultimate goal of achieving a balance between the sacred right of freedom of choice and information and minimize possible widespread infringement. Put another way, the goal is to synchronize the "different ethical frameworks" of traders and "other in society in order to fill the void "ethics" (Hunt and Vitell, 2006).
ITEM III. Ad Content.
Probably the most controversial issue in the field of marketing communications is the content of the ads. Nwachukwu et al. (1997) distinguish three areas of interest in terms Ethics trial of the ads: "individual autonomy, consumer sovereignty and the nature of the product." Individual autonomy refers to advertising to children. Offers Consumer sovereignty with the level of knowledge and sophistication of the target audience, while the harmful product announcements are at the center of public opinion for a long time. We have added two more views to reach the five questions in the interviews. The first concerns the advertising that implies guilt and wealth that compliments most cases can not be achieved and the second is on offer to stimulate the desire and satisfaction through the acquisition of material goods.
III.A. What is your attitude toward the advertising of harmful products?
A typical example is the advertising of cigarettes. Today we can not see slogans such as "Camel agrees with your throat" (Chickenhead, accessed September 25, 2007) or "Chesterfield - Vacation Packages More - because it's perfectly packaged "(Chickenhead, accessed September 25, 2007). The general advertising, sponsorship and other marketing communications media are already banned for use by manufacturers of cigarettes. Surprisingly, most of the replies of the respondents were against cigarette advertising. One interviewee said:
"People are well informed about the consequences of smoking as is a matter of personal choice. "
Like many other contemporary products change messages in the communications of cigarettes to the symbol and image creation. The same is true for alcohol advertising. A well known example of emotional advertising is the Absolut Vodka campaign. From Absolut Nectar, through fantasy to World Absolut Absolut Swedish drink Absolut actually meant to be ... Everything.
The advertising dangerous products is even more severely criticized when he addresses the audience with low individual autonomy, ie children. Two main issues in this regard are the handling of cigarettes and alcohol as "the rite of passage to adulthood" and that "sales of products hazardous to health (alcohol, cigarettes) to develop freely without much disapproval "(Bergadaa, 2007).
III.B. What is your attitude toward the advertisement for children?
Children are not only customers but also consumers, users and influencers in the family decision making unit (DMU). additional difficulty is that are very impressionable to be decision makers in the DMU. At the same time it is no secret that vendors apply "the same basic strategy of trying to sell parents through the insistence of the child in the purchase "(Bernstein, 1951). It's no surprise then that" spending on advertising to children has increased five times in the past ten years and two thirds of commercials during children's television programs are of foodstuffs (Bergadaa 2007). In the U.S. alone children represent a market for direct purchases of $ 24 billion (cited in Bergadaa McNeal, 2007) which is clearly at the top of the agendas of many companies. While holding of children making immature advertisers are going too far in their products and dematerialization "teleport children out of the tangible and Virtual world brand names (Bergadaa 2007). teen virtual worlds like Habbo snacks where brands and advertising campaigns are a fact of life (Goldie, 2007). The imaginative worlds are popular not only online. A huge success for the creation of a fantasy world is Mc Donald's. The company tops the list European advertising to children while more than half of the children classified ads are for junk food.
In some countries there are more severe restrictions on advertising to children.
• "Sweden and Norway do not allow any type of television advertising to be targeted to children under 12 years and not all ads are allowed during children's programs.
• Australia will not allow advertising for the programs for preschool children.
• Austria does not allow advertising during children's programs, and in the Flemish region of Belgium no advertising is allowed 5 minutes before or after programs for children.
• Sponsorship of children's programs are not allowed in Denmark, Finland, Norway and Sweden, while in Germany and the Netherlands, although it can not be used in practice. "(McSpotlight, accessed September 20, 2007).
According to research conducted by Roberts and Pettigrew (2007) the most frequent themes in children's advertising are "grazing, the denigration of staple foods, the exaggerated health claims and implied capacity of certain foods to enhance the popularity, performance and mood. "But junk food is not the only reason for the concern of parents. According to a study by the Kaiser Family Foundation (Dolliver, 2007) parents are concerned about the amount of advertising of the following (in order of importance): toys, video games, clothing, alcohol, beer, movies, etc.
The respondents interviewed were unanimous: "The advertising for children must be strictly monitored. "Similar results were obtained in the survey by Rasmussen Reports and the Kaiser Family Foundation. However, the legal means are only part protection of children. The other part is the "decision-making responsibility of parents and teachers, which is to" help children in developing a skeptical attitude toward the information in advertising "(Bergadaa 2007). Sellers must also participate in shaping the moral system of our future and "each brand should have its own ethics - a code of practice on children - and not based on industry codes" (Horgan, 2007).
III.C. Do you think there are many misleading, exaggerated and misleading advertising. They are ads that promise things that are not achievable?
It will not be an exaggeration to say that advertising is, in some sense "directed selling art to the masses of potential buyers rather than to a buyer at a time" (Bernstein, 1 951). Given that "salesmanship is persuasion itself" (ibid.), can not simply blame the advertisers to reach their sales goals. However, advertisers in the last twenty years has been increasingly applied semiotics in your message and therefore the ads have begun to operate increasingly as symbols. An extreme case in this stream of advertising is to create the idealized image of a person using the advertised product. Bishop (2000) draws our attention to two "Typical representatives of self-identity image ads, which attract consumers to project images of their countries through the use of Products:
- "The beautiful woman";
- "The Teenagers Sexy.
By establishing such stereotypes do not advertisers only to mislead the public and exaggerate the effects of the products, but also lead to low self-esteem among consumers. While promising results in most cases are simply impossible to achieve. Instead of promoting "images anorectic" glamor "body" communication messages must use the " varied body types "and should abandon the idea of the impossible" physical images of the body "(Bishop, 2000).
When asked a III.C of respondents commented
"Buyers of these products [the advertised through] thin models are mostly people who have no same physical property. To me, this type of advertising is deliberately aimed at people so that they feel is not complete, far from appealing to the excluded social. "
However, another respondent noted that "everyone has their own way of assessing what is credible and what is misleading. Consumers are sophisticated enough to know what is exaggerated. "
Similarly, Bishop (2000) concludes that "ads are not false or misleading "and" whether or not advocate false values is a matter of subjective reflection. "The author maintains that the ads do not interfere with our internal self and if people are misled, it is because they want it. This is our free choice of behavior and advertising can not change our desires. Such time, the truth is somewhere between two extreme positions.
III.D. What is your attitude toward ad that implies guilt, and wealth of praise that most cases can not be achieved?
A more specific case of the advertising at issue is what is used to "promote the indulgence I and no self doubt "that" seeks to create needs, not to fulfill: to generate new questions rather than dispel the old "(Hackley and Kitchen, 1999). A response from our interviewee states:
"It's not just about advertising. Has to do with social inequality and the desire to possess what you can not. "
Hackley and Kitchen (1999) refer to this discrepancy as to "when the reality does not match the image of affluence and the result is a subjective sensation of dissonance. "The question could be developed through the next question.
III.E. They stimulate the desire ads and satisfaction through the acquisition of material goods moral?
We live in a society that is more or less marked by materialism. Classifieds Often blamed on fuel consumption that is supposedly of happiness. The role of promotion of satisfaction through the acquisition of material goods has become so important that now the "media products are characterized by relativism, irony, self-referentiality and hedonism" (Hackley and Kitchen, 1999). It is the popular saying "those who die with the most toys wins" really a motivator in consumer behavior and consumption could be the cure for emotional dissonance? This seems to be the case provided a brand breaks into the evoked set of consumer choices. This new "type of materialism" goes hand in hand with "the rise of individualism through pure hedonism with the narcissism and selfishness" (Bergadaa 2007).
ITEM IV. Is it the number of ads justified?
IV.A. Do you think there is too much advertising?
An audit of food advertising to children in Australia by Roberts and Pettigrew (2007) revealed that "28.5 hours of television programming for children in the sample contained 950 ads." In fact, we are all being bombarded by television ads, Internet, print, etc. The amount and content of marketing messages consumers puts the processing capacity information to a test. Exposure to marketing data overload often leads to selective perception of consumers is diluted. If our responses are limited the "confusion, existential despair, and loss of moral identity" or "adapt constructively to communications [] Leviathan and be smart, cynical, street "(Hackley and Kitchen, 1999) is a matter open to debate.
Two opposing currents of attitudes occurred in our research. A position refers to the excessive amount of advertising. The other strand proclaims that "If there's an ad, which is justified by a need. "We agree that the communications overload it may have" pervasive effects on social ecology of the developed world "(Hackley and Cooking 1999). If the increase in pollution of communication are not properly managed both by industry and legal viewpoints again advertising will of "raising the foot of his own mouth and throw a couple of his own front teeth" (Bernstein, 1951).
CONCLUSION
The preparation of this work have been used qualitative interviews to get insights on what real customers say. We have also justified our presentation with references to a number of influential papers in the field of ethics in the marketing communications. In general, our respondents and several authors have taken two opposing positions. The first states that ethics in marketing communications matters considerably, while the other downsize the importance of ethics, thus underlining role of other factors in the decision making of consumers, the price is, brand loyalty, comfort, etc.
Marketers should understand their responsibility "For the emerging portrait of future society" (Bergadaa 2007). Not only is there the need for legal ethical framework, but also professional reference points ethics and ethics should be in place. One of the main challenges is to avoid the creation of "a happy customer in the" short term because "long term consumers and society can be seen as a direct result of the actions of the marketer in 'meet' the consumer '(Carrigan and Attalla, 2001).
The strength of the influence of advertising on consumers is only part of the equation. On the other hand we can say that consumers are not morally servile and according to the information-processing models is a natural cognitive defense. Communication tools "offers a theater of our own imagination" (Hackley and Kitchen, 1999). Therefore, we accept the reality in terms of our own experiences. In this sense, the sellers do not create reality – they are simply a mirror of society. You may argue that, unfortunately, this is not always the case.
Advertising is often seen as the embodiment deserved the freedom of and consumer choice. Despite this important role after the election is "between a bar of chocolate and another, the latest snack crackers or cereal for breakfast sugar or fast food restaurant "(McSpotlight, accessed September 20, 2007) that represents something else, but not an alternative, and certainly not a healthy one.
The words of Bernstein (1951), said fifty-six years ago are still largely a matter of current interest: "It is true that if "save the advertising, we save all ', but it seems reasonable to assume that if we do not save on advertising, we could lose everything."
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About the Author
Boyan Yordanof is in the tourism business since 1996. His main interests are in Internet Marketing and more specifically Service Branding in the Hospitality Industry. Boyan is an Internet Marketing Executive at RIU Seabank Hotel Malta.
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http://www.seabankhotel.com
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