Case Study: Cultural Norms, Fair & Lovely, and Advertising Essay

3053 Words Sep 30th, 2012 13 Pages
Case Study Analysis: 2.2
Cultural Norms, Fair & Lovely, and Advertising.

Christopher A. Osuoha
July 2, 2012

MKTG 5330
International Marketing

Instructor
Dr. Gilbert J. Werema
Associate Professor of Marketing

Wayland Baptist University

Table of Content 1.0 Introduction 2.0 Questions & Analysis
2.1 Is it ethical to sell products that are mildly effective?
2.2 Is it ethical to exploit cultural norms and value to promote a product? 2.3 Is the advertisement of Fair & Lovely demeaning to women, or is promoting fairness cream in a way not too dissimilar from how most cosmetics are promoted?
2.4 Will HLL’s Fair & Lovely Foundation be enough to counter charges made by AIDWA?
2.5 In
…show more content…
The bottom line is that HLL promotional strategy for Fair & Lovely is misleading because it does not reflect the feedback from customers. More importantly, HLL exploitation of cultural norms by embarking on a promotional strategy that mislead the public that Fair & Lovely will make them accepted within a culture that is divided by social class is unethical and socially irresponsible.
2.2 Is it ethical to exploit cultural norms and value to promote a product? The determination whether exploitation of cultural norms and values to promote a product is ethical or not is guided by the three ethical principles which provide a framework to help a business or market distinguish between right and wrong, determine what ought to be done and properly justify such actions (Cateora et al., 2011, p. 151). These principles are:
1. Utilitarian ethics – this helps to answer the question; does the action optimize the common good or benefits of all constituencies? And who are the pertinent constituencies?
2. Rights of the parties- this probe into the question; does the action respect the rights of the individuals involved?
3. Justice or fairness- this answers the question; does the action respect the canons of justice or fairness to all parties involved? (Cateora et al., 2011, p.151). Using these three basic ethical principles to assess how ethical it is to exploit cultural norms and values to promote a product I will say that if

Related Documents