Research paper

Research Topic Outline: Unethical Advertising in Business

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Research Outline

Unethical Advertising in Business

The researcher will employ secondary research analysis and analysis of case studies to research the thesis statement of this research topic.

Thesis statement: Most product advertisements are unethical because they present false claims about products or services, exploiting people’s deep-seated emotions and creating artificial needs through appeals to lust, greed, and other human weakness.

I. Introduction

· Definition and difference: Ethical and unethical advertising

Ethical advertising is truthful and non-deceptive; and claims backed with evidence; and fair. On the other hand, unethical advertising involves false claims about a product or service (Treise, Weigold, Conna, & Garrison, 1994).

II. Characteristics of unethical adverts

· Vulgar/Obscene in seeking for customer attention

· Present misleading and deceptive information

· They are stereotypical.

· They involve controversial products like alcohol and gambling (Friedman, Lewis, & Fireworker, 2000).

III. Impacts of unethical advertising.

On women:

· Pursuance of unhealthy and unrealistic body image such as excessive thinness.

· Ageism due to the pressure to look younger as one ages.

· Fantasies and dangerous impression of unattainable lifestyles.

· Over-expenditure and impulse buying of products (Henderson‐King & Henderson‐King, 1997).

On Children:

· Use of children even in ads that are not at all child products.

· Consumption and purchase of products that are not meant for children.

· Unconscious/conscious emulation of unhealthy behavior like smoking and drinking.

· Engagement in dangerous and unrealistic stunts in attempt to emulate those in ads.

· Over-expenditure and impulse buying of products (Villani, 2001).

IV. Recommendations to Curb Unethical Advertising

· Companies should familiarize themselves with ethical frameworks such as the Garrett’s Proportionality Framework.

· Managers and staff must be educated on code of ethics and the value of ethics.

· Relevant bodies like IMA should set age limits for ad targeting. As American Psychological Association suggests, ads targeted to children under eight are unethical and potentially detrimental.

· Companies should put up ads that create awareness and enhance the public morality and standards of living (Constantin, Pravăț, & Florin-Alexandru, 2015).

References

Constantin, S., Pravăț, G. C., & Florin-Alexandru, L. (2015). Ethics and Advertising. SEA- Practical Application of Science, (7), 513-517.

Friedman, H. H., Lewis, B. J., & Fireworker, R. B. (2000). Ethics in Advertising. Business and Behavioral Sciences Track Section of Marketing, 7(4), 157.

Henderson‐King, E., & Henderson‐King, D. (1997). Media effects on women's body esteem: Social and individual difference factors. Journal of Applied Social Psychology, 27(5), 399-417.

Treise, D., Weigold, M. F., Conna, J., & Garrison, H. (1994). Ethics in advertising: Ideological correlates of consumer perceptions. Journal of Advertising, 23(3), 59-69.

Villani, S. (2001). Impact of media on children and adolescents: a 10-year review of the research. Journal of the American Academy of Child & Adolescent Psychiatry, 40(4), 392-401.