Marketing 2

Question 1

Stereotyping

Answer 1

• Argued that advertising requires stereotyping in order to get message to target audience in short time
• examples: women housewives,

Question 2

When is stereotyping wrong?

Answer 2

• When it is a misrepresentation of reality and deceptive
• Where is belittles people as individuals (non-thin, young women)
• It is an issue generally as it treats people as a means rather than ends in themselves, it commodifies the identity of people,
• Can be argued that stereotyping is ethically wrong

Question 3

Ethics of stereotyping in advertising

Answer 3

• Problem of using people as a means to an end holds for Kantian/deontological standpoint
• Utilitarians would deem is morally acceptable if the benefits outweigh the costs
• This allows the regulation of advertising: ads where there is harm can be prohibited (e.g. thin people smoking)

Question 4

Bishop’s critique of image advertising (e.g. Marlboro man, Chanel - attractive person with nothing to do with product)

Answer 4

1. False promises: if the viewer is being subconsciously manipulated, insinuation of use of product making you look like model: accepted that most ppl don’t believe it
2. False values: ads and their presuppositions (e.g. wrinkles are bad, slim is beautiful), cumulative effect may promote false values in ppl - marketer in control
3. Autonomy of individual: choice of exposure, symbols, roles models, to buy the product; autonomy of desire - capacity to resist; social autonomy - effect of the messages on ppl’s interactions with others

Question 5

Bishop’s conclusion on image advertising

Answer 5

• may promote false values, which is ethically wrong

- generally however, image advertising does not restrict autonomy

Question 6

Branding in advertising

Answer 6

• Originally about differentiation, now about the lifestyle, look and culture
• Tends to focus on youth and children
• Focus on lifestyle NOT product
• Is much more than advertising

Question 7

Issues with branding

Answer 7

• False claims and deception: product doesn’t actually provide such a lifestyle, but higher price for brand
• Targets particular (vulnerable) consumers (children)
• Effects on aspects of civil society (Starbucks community centre - effect on actual centres?)
• Loss of public and private space: university and google
• Limits free expression and self-identity
• Commercialises human domains: can “buy” love etc

Question 8

Connected Marketing

Answer 8

• Connecting and collaborating with people rather than commanding and controlling them
• Inviting stakeholders (customers) to be more involved
• Identifying and connecting with a powerful subset of stakeholders: opinion leaders (Sprite)

Question 9

5 Ethical concerns of advertising

Answer 9

1. Disclosure as to marketers’ practices (INFORMATION)
2. Degree of RATIONALITY of consumers
3. Groups being targeted and COERCED/manipulated
4. Paternalism
5. Cumulative/overall impact on the individual and society

Question 10

Implications of undercover marketing on relationships and society

Answer 10

• Friendship is a central human good
• Undercover marketing has the potential to alter the nature and value of a range of interpersonal relationships
• This sort of marketing may generally corrupt genuine relationships and intimacy
• Issue of totality of marketing communications