Code Of Ethics In Marketing And Advertising
This case study describes how Nike used billboard advertising in Chicago’s South Side neighborhoods as a way to promote their new athletic shoes that were endorsed and endorsed by African-American celebrities. The price of the shoes is between $50.00 and $125.00. This is high in general but very costly for the families living in these neighborhoods.
The area was home to both gang violence as well as criminal activity. Children living in the area were often harmed by children who were able to buy sneakers. Spike Lee. Michael Jordan. And Bo Jackson all claimed that they would be able to jump higher, run quicker, and encourage people from all backgrounds. Nike carefully selected who they wanted to represent in these ads. They wanted them all to be relatable and role models. Gordon, et.al., stated that advertising should tell the truth. They must reveal significant facts. The code is being questioned because of the industry’s use of terms like “Award-Winning” to describe direct competition. They call this puffery, a technique used by advertisers to make significant distinctions between products that are virtually identical. Although the Nike brand sneakers are claimed to be faster and more agile than other brands of athletic shoes, tennis shoes or barefoot, celebrities may not be able to prove it. Although they may be able to perform better in athletics, the celebrities didn’t make the claim so technically it is untrue.
The code of ethics states that testimonials in advertising must only be given by competent witnesses who can honestly and truthfully reflect a genuine opinion or experience. It is highly doubtful that sneakers can increase your ability to jump higher and run faster. I also doubt the effectiveness of these sneakers in bringing people together. People proved that sneakers didn’t bring people together, regardless of how high someone can run or jump. These claims were therefore false and untrue to the sneakers.
The code states that The American Advertising Federation had not updated its code ethics since 1984. This is almost meaningless in evaluating the ethics of the study. The code is not being updated in light of the changes in media and society. Many things have changed since 1984. It seems absurd to not update the code to reflect these changes.
Communitarianism emphasizes society’s influence on individuals. It also argues that values can be rooted in shared history and traditions. Nike wanted to establish their sneakers as the standard in society. They had them advertised and used celebrities as role models. When their peers bought the sneakers, they felt like they were the only ones who could afford them. Our values are rooted deeply in history and tradition. They show that people want equality and to be accepted. People are often expected to wear the same clothes at every stage of their lives. This is due to society as a whole. People feel rejected and feel inadequate when they don’t fit in. it.
It doesn’t seem like any information is particularly useful in making ethical decisions in this research. I was capable of using both the code or the philosophical approach to make ethical connections in the study. However, not everyone will prefer one. It is dependent on the amount of information available, the relevancy of the code and the study. In this instance, everything was clear and I could use it all.
