Submitted by: Submitted by xyxyp
Views: 346
Words: 5275
Pages: 22
Category: Business and Industry
Date Submitted: 02/22/2013 09:40 AM
G. K. Amoako: Ethics in advertising…
MJAE, Vol. 1, No. 1, pp. 63-72
UDC:
659.1:17(667) 33:17 (667) Original scientific paper Received: 10-01-12 Accepted: 10-02-12
Ethics in advertising – Challenges in Ghana George K. Amoako Central University College, Department of Marketing, Central Business School gako2001us@yahoo.com
Abstract: This study seeks to identify and explain the ethical challenges in advertising, the effects of advertisements targeting children and some unethical advertisements. It also studies the ethical issues in advertising and gives examples of local Ghanaian adverts that have proven unethical and has some social and cultural implications to bear on the Ghanaian society. Keywords: Advertising, Ethics, Ghana, AAG (Advertising Association of Ghana), FDB (Food and Drugs Board)
Introduction As a medium of communication advertising is all-encompassing and everywhere. Modern generations and contemporary society have become advertising savvy. We make use of it to legitimize issues (Olien, Tichenor and Donohue, 1989) and confer status on things of importance (Lazarsfeld and Merton, 1975). Its influence resonates in every sphere of our lives – thoughts, actions, decisions, beliefs, values, and behavior. However, advertising has also been in a vortex of controversy due to the many problems it can cause society. Advertising can celebrate and encourage materialism and consumption, stereotype, drive us to purchase meaningless and unfulfilling items, take advantage of children, manipulate our behaviour, exploit sex to sell, and generally contribute to the downfall of our social system. The American Marketing Association defines advertising as, "any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor”. Ethics can be defined as the critical, structured examination of how we should behave – in particular, how we shouldconstrain the pursuit of self-interest when our actions affect others...