Marketing Ethics - 1769 Words

Name: Loo Zheng Xian, George 13th September 2011 Marketing Ethics: A Response to Roger Crisp Introduction In his article â€Å"Persuasive Advertising, Autonomy, and the Creation of Desire†, Roger Crisp discusses his views on the issue of persuasive advertising. His overarching argument is that persuasive advertising ‘overrides the autonomy of consumers’ and he concludes that ‘all forms of a certain common type of advertising (i.e. persuasive advertising) are morally wrong’. In my response to this article, I will adopt an ethical viewpoint towards my analysis of various points raised by Crisp. Viewing Crisp’s argument from a Kantian perspective, the deprivation of autonomy stemming from persuasive advertising would be deemed as unethical. From a†¦show more content†¦Crisp also brings out the issue of subliminal suggestion. He raises the case of a cinema which used subliminal suggestion to induce consumers to purchase ice cream. In this instance, the customers did not make the purchase ‘because they happened to like it’ but ‘because they had been subjected to subliminal suggestion’. The point being made here is that the consumers were no longer thinking autonomously but more as if they were brainwashed, and thus bought it against their free will. Looking at this case through an Aristotlean perspective, subliminal suggestion is unethical as the good of the outcome is only directed at the cinema which profited from increased sales of ice cream, and not the customers good. Kant would also agree with this stance as the customers were being treated merely as a means to increase profits for the cinema and not as ends – reducing their dignity and self-worth as humans. That said, I feel that not all forms of subliminal advertising must be deemed to be unethical. Consider the Singapore government’s efforts to reduce the purchase of cigarettes to curb social ills. Assume that sublimina l suggestions, through means such as images of cancerous organs attached to cigarette boxes, led to the reduction of smokers, resulting in a decrease in deaths due to lung cancer. A utilitarian would argue that this would be ethical, citing the social benefit of increased life expectancy and perhaps even cleaner air outweighing the cost of smokers beingShow MoreRelatedThe Ethics Of Marketing And Advertising937 Words   |  4 PagesJacob Darbonne 8/26/15 MKGT 3100 Ethics Paper What is marketing? Marketing, according to Investopedia, is â€Å"The activities of a company associated with buying and selling a product or service. It includes advertising, selling and delivering products to people.† In even simpler terms, it’s how a company or business buys/sells a product, and the way in which they do so. 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