Unethical Marketing Communications

Paper Summary:

This paper uses the example of the fast food chain, McDonald's, to examine the effectiveness of using unethical marketing communications.

Table of Contents
Introduction
Description of Theory
Ethical Criticisms in Marketing Communications (Unethical Issue)
Advertising as Deceptive
Advertising as Manipulative
Advertising as Offensive and in Bad Taste
Advertising with Social and Cultural Impact
Advertising with Influence on Children
McDonald's as "Real Life" Evidence
Conclusion

From the Paper:

"The key element in effective marketing communication is persuasion. For a message to be effective, it must be persuasive. It attempts to steer one's thinking in a direction that will likely benefit the communicator and/or the receiver. This model is all about determining whether the message is indeed persuasive. If it is a neutral message, it has failed to be persuasive and the receiver can take it or leave it for what it is worth (a waste of the receiver's time). So, assuming that the message is in some way, at least a little bit persuasive, the receiver becomes involved in the next step. For the purposes of this paper, a persuasive message should be considered an advertisement."

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