Ethical Dilemmas in Advertising

Ethical Dilemmas in Advertising

Introduction

The link between ethical dilemmas and professional conduct is not a new concept in any sector of employment in the modern world. This statement is even more true when the advertising profession is observed through an ethical lens. This effect of ethical dilemmas in the advertising industry has been profound in the culture of the human species since the invention of media. Individuals in the advertising profession have faced numerous situations where positive outcomes for certain parties meant definite harm for others. The interactions between clients, advertisers, the media, and society leaves a specific impact on the culture of every individual involved. This impact is most often dictated by the party that contributes the most material or information in the interaction (Martínez-Martínez, Aguado, & Boeykens, 2017). Since advertisers’ job is to convince the audience on a specific point of view or concept, the role of influencing opinions and culture falls to them, in most cases. This paper discusses the ethical dilemmas that exist in the advertising industry. This concept is analyzed using the utilitarianism, a theory where their outcomes determine the morals of an action.

The relevance of Ethical Dilemmas in Advertising

Ethical dilemmas have a unique role to play in society, especially in the media sector, where opinions for billions of people are influenced through the points of view of a few people. The immense power wielded by the individuals who influence mass opinion can pose significant ethical and moral challenges that require scholarly analysis to comprehend fully. Most organizations in the modern world have embraced heavy advertising to increase profits over any ethical obligations that may be associated with the negative impacts of this business act (Ashraf et al., 2014). Heavy advertising has become a staple factor of modern human existence to the point where brands can manipulate whole aspects of human life. Individuals or entities with the power to decide the next moves made by these highly advertised commodities can influence government and significant financial decisions. How these individuals or organizations choose to use the potential brought about by the overwhelming advertising is up to them..

In a certain sense, all humans in modern culture are trying to advertise something, starting from themselves to the outputs we produce each day. In other words,  the “winner” in life is the individual with the best advertising strategy. The concept of advertising, therefore, presents an ethical dilemma in the media sector since information by the media, which should be useful to humans, may end up being used to bring down the good that society has tried to achieve since the beginning. The moral and ethical dilemma posed to journalists due to this situation also serves as a driving force for most of the investigative journalism activities (Nair). These activities uncover hidden truths in the society or the universe, advancing human culture, despite possible intermediate adverse consequences.

The consequences of heavy and continuous advertising also pose new ethical dilemmas for both advertisers and consumers. In the modern world, it is almost impossible to design an advertisement that evokes an honest feeling in the audience. Most advertisements leave the audience feeling cheated in some way (Bjelica, Gardasevic, Vasiljevic, & Popovic, 2016). This situation poses a moral dilemma for the advertisers who have to create these false adverts despite knowing the long-term effect they will have on society. The society itself faces an ethical dilemma posed by free will on why we allow incorrect information to spread while some elite few to horde the general truths of reality. To answer these questions would be to unravel some of the most deep-seated issues of modern capitalism. These ethical dilemmas also hold the key to some of the ancient philosophical questions.

Utilitarianism and key Facts

Utilitarianism is the belief that the right choice in any situation is one that produces the best outcomes for the most significant number of people (McCombs School of Business). This concept sounds simple at a glance but poses one of the biggest paradoxes and ethical dilemmas in the history of humanity. It would be great if humans could determine the best course of action in every situation. Or, at least, the measure that would have the most excellent outcome for the highest number of people. However, human beings cannot predict the future with exact precision. Therefore, our actions are bound to cause more harm than good in some occasions. Consider the social media marketing platforms introduced during the internet era. Although they increase the reach of the organizations and their products, they also increase the spread of harmful cultural influences throughout the world. Are these platforms to blame for their adverse effects? This determination is left to the discretion of the audience.

To determine if an issue poses an ethical dilemma, scholars use a criterion involving six key facts that prove the existence of a moral paradox. The first step is to ascertain that the issue poses a question that has no clear answer depending on the point of view of the interviewee (Fereira et al., 2017). Then we identify the fundamental principles and values involved. The third step consists of the ranking of these values to start solving the dilemma. An action plan with ethical priorities is useful as the next step. The fifth step is the implementation of the plan using the most appropriate skills at the audiences’ disposal. The final stage involves the reflection of the actions to ascertain whether the ethical dilemma has been resolved. With these facts at hand, it becomes easy for an advertising agent to identify ethical dilemmas and solve them without affecting the public perceptions (Alshurideh, Kurdi, Hussien, & Alshaar, 2017). However, why does modern society still indulge in excessive advertisements seen in all forms of media?

Conclusion

Ethical dilemmas exist everywhere we look today due to the prevalence of different forms of media. With the advent of social media, excessive advertisement has become a constant source of ethical dilemmas in modern society. Advertisers indulge in substantial advertising activities, influencing the trends in society in a significant way. This paper outlines the ethical dilemmas in the advertising world today, focusing on the relevance of these dilemmas in modern society. The article also describes some of the facts that can help individuals in the advertising sector to identify ethical dilemmas and deal with them as they arise. It ends with the question that philosophers always ponder: if humans know what right is, why do they do so much wrong? This question has no more significant impact that it has on the advertising sector.

References