Advertising: The violation of business ethics and the media ...

Advertising : the violation of business ethics and the media
Advertising: The violation of business ethics and m?diasaffaires

and the media are inextricably linked in a co-dependent, mutually beneficial relationship. As explained in the media and advertising scholar, Gossage (1987), support functions as the bridge of information between businesses and the general public and is the main and the most important channel through which any business enterprise advertises its existence, let alone its products and services to the public or consumer market. As for the media and despite the fact that it is supposed to be an objective observer and informant, his inability to do basic business interests vis-?-vis is amply proved by the King Shekleman (2000). As Shekleman King (2000) established by the use of empirical evidence and factual, and not just the media held by the commercial interests of companies and conglomerates, but media revenues are mainly generated by positive relationships with business. Simply said, even the so-called independent, non-corporate owned media can not function or survive without corporate advertising accounts (Shekleman King, 2000). Given the inextricable relationship between media and business, a number of ethical concerns, primarily focused on advertising, emerging. These concerns can be articulated as the continued failure of the media in a constructive way the distinction between products and services it undertakes to announce the contents of applications for advertising, and the constant failure of many announcements to join both ethical guidelines of the media or those imposed on business concerns through the principle of corporate social responsibility. Even if one must recognize the principles of freedom of speech, the fact is that a significant percentage of ads, as must be proven by the use of examples, not only in direct contradiction to the established media and ?business ethics, but have a discernable impact and undeniably negative society that are the target.

?thiquesEthique

Guidelines, as noted by many researchers, is widely regarded as an area of ??academic interest, with little or no practical value. To strengthen his argument on the contemporary dominance of the above perspective on ethics, Shue (1995) comments on the fact that a growing number of professionals have called for the implementation of stricter guidelines and ethics codes, even though many others have argued that existing ones are idealistic and unworkable in the modern business environment. In other words, there is a detectable increase in violations of ethics in all professions, as evidenced by the first argument. However, as indicated by the second argument, the professionals have justified the failure to comply with prevailing ethical codes that exist in their tax codes as idealistic and unrealistic.

The fact is, and that can be determined from the above, there is a crisis of ethics in all professions. After a review of ethical guidelines intended to govern trade and the worlds of media, however, the argument must show that the existing codes are realistic rather than idealistic and practical, rather than practical. Not only groups but that the section should demonstrate later, adherence to these codes may have effectively prevented the false advertising and unethical as impacted negatively in society. Business Ethics

Many corporations and business can be accountable to their shareholders to generate profits, the fact is that they must do so within the ethics of established business. As noted Manokha (2004) many aspects of business ethics have been incorporated into national and international laws to dictate the operation and behavior of business entities, but there are many more outside the parameters of the law. For example, while it is unethical for companies to defraud shareholders or deliberately, knowingly sell defective products to customers, existing laws have established the illegality of violating ethical considerations above. The law, however, does not require commercial entities to exercise corporate social responsibility, although present and operational business ethics codes do (Manokha, 2004). The fact that the law does not require the exercise of corporate social responsibility of business entities does not invalidate the precept especially ethics nor undermine the requirements of accession to the.

Corporate Social Responsibility is the cornerstone of business ethics (Wartick and Cochrane, 1985; Weaver, Trevino and Cochrane, 1999; Manokha, 2004). The concept of corporate social responsibility is provided on the premise that commercial entities are an integral part of the community in which they operate and, in that their financial health depends on positive perceptions as a community, should be of interest to the common good. As part of this understanding, cooperative business ethics require that commercial entities between align their economic interests and welfare of the community. Creating harmony indicated above, or the synthesis between business and common interests is not, as may be presupposed, an ethical requirement difficult. As noted Manokha (2004), it could simply be translated to mean that the company must demonstrate such minimal social and ethical responsibilities as would it prevent him from knowingly harm the interests of a community. Based on the stated announces that following concerns the matter to the, the implication is that ethical business practices prohibit companies advertise their products through disinformation. Media Ethics

the exercise of business ethics function is to prevent companies to encourage advertising / marketing of their goods and services through false allegations and misinformation, much less through the dissemination of harmful stereotypes that cold negative impact on the welfare of the common / social groups, media ethics explicitly prohibits this.

that the media enjoy freedom of speech and that no one should try to impose limitations on these freedoms is debatable. However, as Graber (1986) note, media freedoms are limited by the operating code of ethics of profession and its responsibilities and duties towards society. Not only the function of media as an informant objective of the company but as a watchdog. As part of the responsibilities stated, the media has an ethical duty, as dictated by the operation code of ethics, objectivity of the report of the truth and convey information in a responsible manner (Graber, 1986). As such, the responsibilities of the media as watchdog and informer objectives immediately implies that they should not function as channels through which information and misinformation is harmful to the public. In light of the operational guidelines of media ethics, the concept of advertising seems to be an anomaly. On the one hand, the media are supposed to convey objective truth and not to engage in communication of information or misinformation is harmful. On the other hand, advertising is the communication of information as critical bias / misinformation, often related to harmful products and targeting of vulnerable groups that are immediately and directly aggrieved by the advertising information and pictures conveyed (Vladicka, Weber and Gostin, 2004). The fact that advertisements in the media are immediately at odds with the media of self-claimed goal of objectively informing the public of the truth is attested by the purposes of advertising. The purpose of advertising is to inform consumers about the specific products and services in such manner and by the use of such images and language as it would motivate them to buy the advertised product and / or service. According to T. JJ Lambiase and Reichert (2003), communications media and university marketing, advertising can be defined as the creative presentation of products and information services, with the goal being to ?stimulate reactions in viewers ?and? influence consumer behavior ?to the determination to buy the advertised product (Reichert and Lambiase, 2003).

Under the definition of advertising, there is an immediate conflict with ethics of the media. The media ethics dictate the communication of objective truth, while the advertising appeals to embellish the truth, the highest point of his interpretation harmful, in the explicit purpose of influencing consumers to the purchase. Similarly, media ethics dictates that media professionals do not publish information that is harmful to society or the members of my pain in any advertising is inherently based on communication and extension , of the above type information (Vladicka, Weber and Gostin, 2004).

Based on the foregoing, and in consideration of the media and business ethics, advertising is clearly at odds with both. Although both business ethics and the media want the exercise of social responsibility and the maintenance of honesty, the world of advertising is full of examples of dishonest and communication irresponsible of information, with this being nowhere more evident than in the trend of advertising to exploit the female body. Indeed, and as will be argued, the predominant trend of ads to rely on the female body and imaging sex to sell products has hurt some groups in society.

Terminals Advertising

are expected to advertise a product or service and attract consumers to their consumption and use, but must do so within the limits of both business and media ethics (Stock, 1978). Advertisements should therefore refrain from making false claims or implies that the product has a utility that does not exist. Similarly, inside and outside of the application of the directives mentioned on the honesty of the media, advertising are required to adhere to business ethics related to social responsibility with the implication being that they should not disseminate the images or associations that may affect certain segments of society and, most certainly, should not claim use of false and benefits for a product or service (Stock, 1978). In other words, the ads must inform consumers of goods and services available without making any false claims or involving harmful associations. ? / p> Even if the ads are expected to be observed by business and media ethics, this doe not mean that advertisers have to present the whole truth. Manokha As (2004) note, the ads do are not required to present the truth about advertising product or service, but are allowed the opportunity to highlight the positive.?s compliance with ethics rules did not, in other words, to impede the function of advertising as marketers can promote products and services with an emphasis on their benefits and usefulness. They can not, however, apply for benefits or uses false or promote products and services through imaging and messages that may have adverse consequences (Manokha, 2004).

Advertisements objectification of the female body

Currently, the ads do not meet the ethical guidelines set. Instead of informing consumers about a product or services on the basis of its uses and benefits proven ads to create a blurred image and confused of what is announced by promoting it through images and texts that are quite related to the use or the benefits of the product itself. For instances, the ads are relying more and more about the association of the naked female body with non-sexual. In doing so, advertisers are failing in their most important task is to inform consumers of the uses, benefits and advantages of a product. Instead, they give all that and choose to increase sales and attraction to the product by associating it with sex. Generally, these products are displayed next to photos of nude or partially nude women, communication very negative stereotypes of women as sex objects.

For advertising products through sex appeal, some say that advertisers are fulfilling their function of creating awareness and demand for products. Such an argument is actually supported by William Frank Jefkins ?(1971) definition of the function of advertising. As Jefkins (1971) , print and electronic advertisements have three specific functions and must meet all of being successful. These functions are persuading the public to buy products using as few words as possible, describing the potential benefits arising from the use of a product, and reach as many people as possible as cheaply as possible (Jefkins, 1971). By analyzing these features, we can begin to understand why the sexual appeal came in the picture. The primary function, which is to persuade the public to buy a product, is not easy, given the intense market competition. For example, people may react to an advertisement of Persil detergent questioning why they should not purchase Ariel place of ?as they have the same utility. However, if women are informed that the use of parsley growing attraction to men is because it keeps the hands soft, and extremely clean clothes, for women to meet expectations of men to take the best care of them, then this would be an advantage. In other words, while the detergent itself may not be different from its main competitors and may even be more expensive, it is notable for the fact that it helps women to remain attractive and fulfilling their responsibilities toward men. Such a message can be transmitted by the image of hands soft and sparkling white shirts. Taken in this light, the use of sex appeal becomes understandable as a way to associate products with precise images and unforgettable that appeal to the desires of consumers. In addition, simple images that are placed alongside print ads of this nature are highly profitable, fulfilling the function of promoting a product at the lowest cost possible.

Due to the fact that the sexual images in advertising images and text are outstanding, memorable and appealing to the One of the most powerful human instincts basic marketing products using sex appeal is increasing. As explained by both sociologists and psychologists, all methods used in advertising, sex appeal draws attention better, because it is our second largest disk, next to our car for the survival (Thoits, 1989). Therefore, when advertisers use sex appeal in their marketing and promotion products, they can guarantee a response as they involve one of the strongest human instincts base. It is due to the overall appeal of the sex that the vast majority of print ads and more rely on the sexualization of products through images and text with a high degree of sexual content.

Although it is possible to understand the reasoning behind the use of sex in advertising as a means of attract public attention, we can not ignore the impact of marketing strategies such popular attitudes toward women. These ads really turn a woman into a body. an object (Morgan, 1996) is, by illustrating a half-naked female body, side by side with a product offered for sale, the underlying message here is that the product and the naked women are objects to buy and even use (Stafford, 1998). While such an objectification of the female body is understandable in advertising that promotes specific products or sexual services, its use in the promotion of non-sexual products, conveys a very negative stereotypes related to gender relations (Stafford , 1998) As most people can see, these ads fundamentally informs consumers that the female is an object less than human .. and designed specifically for the needs of men, therefore, as a result of the proliferation of such advertisements, the public is more attentive to the objectification of the female body (Morgan, 1996)

Advertising products through the exploitation and objectification of the female body is not only contrary to ethics because of the negative effect it has on the public image of the female and status, but because, in the media and points of business ethics ?of view, he claimed a false value and the benefits of a product. that these advertisements unethical advertising and false non-existent benefits and usefulness of a product is perfectly illustrated by the recent campaign for Clairol shampoo, with Alyssa Milano. In this campaign, the actress was photographed sitting on a king bed with her boyfriend, looking for his bottle of Clairol shampoo, supposedly because they want to take a shower. During the search, the camera focuses on the body of Milano and never on the product that is supposed to be announced. The commercial ends with the Clairol shampoo bottle jumping up and down on the bed, with the implication being that Milan and commitment to her boyfriend in love is the source of this movement. The point here is, as noted by Reichert (2003) is that Clairol is almost never mentioned or described in this announcement. There is no mention that the product has nutritional benefits or Beauty for hair, but on the contrary, implies that the product is an aphrodisiac and women who use it are irresistible. Clairol is not announced n the announcement, but the body and sex are Milano (Reichert, 2003 ).

The fact that advertisements have a tendency unethical hard to objectify the female body and depend on the sale of the product announced by the sale of the female sex and is further illustrated by fast food ads. In an attempt to look back and overcome competitors, Burger King recently launched a site very sexually charged. In advertising its fried chicken, Burger King featuring a fictional movie trailer called CoqRoq, singing ?shake your lean white? to audiences of sexual frenzy female fans. Again, it is worth mentioning that the product was not supposed to be announced to all featured through trade and provided no information about it at all. On the contrary, the commercial was that Burger King operates as a kind of aphrodisiac on women. In direct response to the advertising and the whole campaign Burger King, as a matter of fact, and Beucke Grow (2005) point out that not only the campaign has been excessive, but it had nothing to do with the product and service announced. To the extent that this advertising campaign not only failed to provide any product information and service announcement, but said the value of false, and greater use of objectification of the female body, in so doing, it illustrates advertising unethical tendency that prevails today.

The fact is that advertising is not only objectified the female body and it portrays sex as a tool to sell products n services, but the diet industry unethical has used these images to sell their products. By defining the qualities that make an attractive woman, yet the message that the success of the female is measured by its ability to attract the attention of men, food products companies and advertisers play on the element of fear. As stressed by Tony L. Henthorne and Michael S. Latour (1993) in ?fear appeals in print advertising: An analysis of the response to awakening and the announcement?, ?. appeal to fear ?print ads carefully select images that are powerful, they show images of ideal female body, for example, by sending the message that the acquisition of this body ideal is in some way, helped by use of the product plan announced. In other words, advertisers are trying to persuade the public to use a product by conveying the message fear that if they do not, they will not succeed in the ideal image required by society (Latour and Henthorne, 1993). Therefore, it is possible to argue that advertisements using sexual imagery to promote products, not only for the ads were remarkable and memorable, but to make the female audience fear of the effect of not using the advertised product. To further emphasize the inherent violation of ethical guidelines associated with doing so, Weaver, Trevino and Cochrane (1999) emphasize that not only many of these products harmful to health and if they can not be tolerated by the adult females, most certainly can not be by teenagers and adolescents, but the advertisers and the diet industry does not mention in their ads. Rather, they simply depend on the promotion of fear in order to generate consumer interest rarely, if ever, mention the consequences of use.

fear appeals in advertising, and their objectification of the female body and stereotypes of women as tools for sexual satisfaction of men, attracted a lot of objections from feminist groups. In ?Beauty and the Beast ? of Advertising, ?Jean Kilbourne (2001) emphasizes the negative role that advertising has had in promoting gender stereotypes and to create a? gold standard, and not ?of feminine beauty. Kilbourne (2001) states that the insistence of advertising ?in depicting the female or as a housewife or a sex object, which in both cases, sends the message that his role is to ensure the comfort and satisfaction of men. This reflects both public men and women that quality is the only woman to own, because it ensures term success or failure is the beauty (Kilbourne, 2001). However, Kilbourne argues rightly that standards of beauty of these ads have established, and against which many women measure themselves, are impossible. These images are ?artificial and can not be achieved artificially? (Kilbourne, 2001). Therefore, as they see these ads and own failure to meet established standards of beauty, many women came away pleased with themselves and their bodies, to motivate many to buy the diet products advertised and suffer the health consequences of doing so.

The fact is here, and that the examples above have tried to illustrate, ads are increasing, without operation of the business and limits of media ethics. They do not seek to inform the consumer about the product or service advertised, or they do, in many cases, the reference product, except in passing. However, ads are collectively engaged in the sale of products through false declarations of utility and benefits.

Conclusion

Ultimately, we must concede that commercial entities have the right not only to promote their products and services, but to O in such a manner would arouse the interest of consumers and promote sales. However, in accordance with business and media ethics, they may do so through false statements or utility without consideration of the responsibility they owe to society. To the extent where the ads are based on false allegations and disregard the responsibility mentioned, they are in violation of existing business and media ethics.

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