The Case Of Advertising And Marketing Essay

1059 Words Sep 20th, 2015 null Page
Ethics. It is how humans decide right from wrong, "usually in terms of rights, obligations, benefits to society, fairness, or specific virtues" (Velasquez). It can even be used to justify unethical actions. In the case of advertising and marketing, ethics plays a large role in creating the selling points to make a product or an idea profitable. As evident in Ethan Watters ' "Mega-Marketing of Depression in Japan", ethics is the sugar coating many corporations use in their advertising and marketing strategies which is evident in their unethical pushing of Japanese marketing laws, advertisements where they attempt to maximize the marketable audience, and how their product does not work because in reality all they care about is the money.
Watters describes the ethics involved in GlaxoSmithKline 's marketing plan for their SSRI product to launch in Japan. GlaxoSmithKline 's executives saw themselves as people who were "fighting depression" which had "remained cruelly untreated in Japan" (Watters 527). They saw their drug as a means to "straightforwardly ... heal the world" (Watters 528). This by itself is ethical thinking, but although individuals in the company might think this way, the overall motive of the company is less than ethical.
Even after more than "twelve years after Prozac became available for prescription in the United States," none of such SSRIs "had been launched in Japan" (Watters 515), simply due to the fact that "no company wanted to make such an investment…

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