Ethics in Marketing

Paper Summary:

This paper analyzes the concept of ethics in advertising. It discusses the issue of how much information a company should be required to divulge to the consumer about a particular product from the point of view of the law, as well as from an ethical position. The paper also discusses the concept of ethics and providing information in relation to the U.S. government of today.

From the Paper:

"Granted, there is no course or class that teaches young consumers how to be discerning and rational when it comes to influential advertising. Unless a student is particularly interested enough to take classes in commercial art or ethics, the fact that most advertising is pure and simple persuasion can easily go over his or her head. The most vulnerable, of course, are teenagers, evidenced by the tendency to buy expensive jeans made from torn, worn and damaged fabric. Teens, who are beginning to have their own income sources, are not old enough to have been burned by deceptive advertising, and are still children enough to swallow whole the fairy tale advertising that they are fed through the media. Sadly, cartoonish characters like Joe Camel can influence destructive behavior. But Joe is a "form of commercial poetry," and the cigarette package clearly states that smokers can die from lung disease (Gordon 404)."

Sample of Sources Used:

• Allen, Robin Lee, Editor. National Restaurant Journal "Ruby Tuesday experiment proves industry right: full disclosure on menus no easy task" http://www.findarticles.com. Gale Group, 2004.
• Butters, John. Personal interview. Butterfield Homes, December 1, 2005. Lincoln City, Oregon.
• Concise Law Encyclopedia http://www.thelawencyclopedia.com/term/ethics, accessed 12/02/05.
• Decker, Kimberly J., Contributing Editor Food Product Design "Making a Better Coffee Creamer" November, 1999.
• Farhi, Paul "Bush Administration Babysits Media" The Collegian, Volume 129, No. 49, California State University, Fresno: 2005.

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