Ethical Issues of Marketing

Paper Summary:

The paper discusses the unethical practices of advertisers, who use sex, nudity, violence and the positioning of all forms of drugs to
create a higher level of awareness of their products. The paper attempts to illustrate how these advertisers are harming children by introducing them to products that can significantly impair their ability to mature cognitively, emotionally and ethically. The paper contends that these advertisers sacrifice children for financial gain and calls for companies to uphold the moral and ethical responsibility to protect our children.

Outline:
Summary
Sex Sells...Sometimes
Selling Violence, Not Products
Tobacco and Alcohol Advertising Effects Are Lasting
Summary

From the Paper:

"The fundamental business model of advertising is changing drastically as the Internet becomes a much more prevalent communications channel, capable of being specifically targeted to audiences of consumers while also providing the ability to measure the performance of all forms of digital advertising online. This has significantly increased the ability to measure the effectiveness of advertising that includes mention of sex, violent acts, and the use of drugs including cigarettes and alcohol. Traditional advertising on the one hand does not offer these levels of advertising effectiveness measurement, so seeing if sex, violence and the positioning of drugs of all kinds including tobacco and alcohol is effective is left to conjecture and speculation."

Sample of Sources Used:

• Charlie Cray (2001). Booze for kids. Multinational Monitor, 22(6), 4. Retrieved February 22, 2008, from ABI/INFORM Global database. (Document ID: 74131265).
• Cauffman, Elizabeth and Laurence Steinberg (2000), "(Im)maturity of Judgment in Adolescence: Why Adolescents May Be Less Culpable Than Adults," Behavioral Sciences and the Law, 18 (6), 741-60.
• R Glenn Cummins (2007). Selling Music with Sex: The Content and Effects of Sex in Music Videos on Viewer Enjoyment. Journal of Promotion Management, 13(1/2), 95. Retrieved February 23, 2008, from ABI/INFORM Global database. (Document ID: 1398611091).
• Matthew C Farrelly, Kevin C Davis, M Lyndon Haviland, Peter Messeri, Cheryl G Healton. (2005). Evidence of a Dose-Response Relationship Between "truth" Antismoking Ads and Youth Smoking Prevalence. American Journal of Public Health, 95(3), 425-31. Retrieved February 26, 2008, from ABI/INFORM Global database. (Document ID: 820162831).
• Elizabeth A Gilpin, Martha M White, Karen Messer, John P Pierce. (2007). Receptivity to Tobacco Advertising and Promotions Among Young Adolescents as a Predictor of Established Smoking in Young Adulthood. American Journal of Public Health, 97(8), 1489-1495. Retrieved February 23, 2008, from ABI/INFORM Global database. (Document ID: 1333803211).

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