Advertising ultimate tool to inform and to help us in our everyday decisions or is it just a very powerful form of mass deception used by companies to persuade their prospects and customers buy products and services they need to is? Global Village is an increasing number of advertising messages to consumers to spend and are exposed to advertising is increasing accordingly.
This we conclude that we are TV, press, cinema, internet, etc. (Hackley and Kitchen, 1999) through the rain soaked in this cultural marketing communications "not be exaggerated. But if the marketing communication tools were used thirty years ago, mainly a product of strategic sense, is now focused promotional mix, and especially focuses on advertising signs and semiotics. Some argue that "markets are trying to finally" turn that the economy is a symbol that means something to the consumer "(Williamson, quoted in Anonymous, Marketing Communications, 2006: 569). An important result is that many contemporary ads "are selling us ourselves" (ibid.)
Abovementioned process commoditisation of products and the companies offering the consumer is affected by blurring their ideas. In order to differentiate their products and / or services ads today's business conditions which sometimes taste bad, not as intrusive and manipulative is considered intentional employment. Bad advertising issue is topical to the extent that organizations like Adbusters has adopted the strategy of subvertising - revealing the real intend behind modern advertising. Adbusters Magazine Editor-in-chief Kalle Lason corporate image building communication activities of large companies commented on: (Arnold "We know that oil companies are not really suited to the nature, and tobacco companies do not really care about ethics ", 2001). On the other hand, (Singhapakdi, 1999) "Ethics and social responsibility, survival, long-term profitability and competitiveness of the organization as a key determinant of long-term benefits are." Communication strategies that ethics and social responsibility become elusive concepts of total quality and customer relationships without revolves around the building. However, marketing communications clear for a simple formula can be moral.
Advertising - PRESCIOUS information or Vicious Manipulation?
About the role of advertising in order to get insight into consumer perception we have reviewed a number of articles and four in-depth interviews conducted. Reach opposing conclusions of a number of research papers. Different from these people stating that the "ethicality of a firm's behavior is an important consideration during the purchase decision and consumers" a desire to reward ethical conduct that the firm will pay higher prices for products ( Creyer and that Ross Jr., 1997) emphasize that "Although consumers may express a desire for moral support companies and punish unethical companies, their actual buying behavior is often unaffected by ethical concerns" and that "price, quality and price in consumer buying behavior outweigh ethical criteria "for others (Carrigan and Attalla, 2001). The most prominent marketing communication tool we have built and held together by four themes and nine questions on the interview as advertising focus. conceptual frame of this paper is built on these four themes.
Topics I conduct in advertising
The first topic of ethics in advertising in general include two introductory questions.
I.A. How you would define ethics in advertising?
Including ethics in business terms "ethics, organizational ethics and professional deontology" (Isaac, Bergadaa ', 2007 cited). Ethical requirements for every industry has its own guidelines. However, marketing communications requirements for the four major legal, decent, honest and truthful are. Unfortunately, in a society where one of the companies set to benefit action during use of the goals of marketing communication messages (Hackley and "potentially harmful effects on consumer decisions and unintended social pollution it may be through may constitute a form of "Kitchen, 1999).
Interview respondents said that "the most successful companies in their activities do no need ethics because they have built empires." One is a view that "sooner or later will face any negative consequences is not ethical."
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