Ethical Relativism In Advertising

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The utilitarianism and deontological ethical theories can be used to explain the solution to the ethical dilemma of pushing sales versus demeaning the body image of a consumer. The utilitarianism theory posits that the greater good is the only concern and that the right course of action would lead to the least amount of pain or the greatest pleasure. As such, the theory takes into account the majority instead of the minority. Most advertisements and promotions get considerable share of complaints unless they are offensive to viewers that they cause an uproar.
Utilitarian moral philosophies judge an action based on the consequences for all the people affected by this action. As such, one would compare all the available options and choose the
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Relativism explains that for an action to be right or wrong would depend on the moral norms of the society in which it is practiced. However, the same action may be morally wrong in one society but be morally right in another. Regarding the ethical issues in advertising and promotion, marketers should apply ethical relativism to deal with culturally conditioned values. They should thus focus on the source of our values and beliefs about morality. The advertisers should consider how people have acquired most of their views about what is right and …show more content…
Further, ethical problems arise when firms fail to inform customers regarding issues, such as changes in the quality of the product. The marketers should test the products before committing to any promotional materials by double checking their facts. Advertising and promotion is seen to target the consumer as a group hence undermining the uniqueness of each consumer. Advertisers tell consumers that if they have a fair skin then they will succeed in life, which is the stereotype. Such notion degrades the uniqueness of the consumers with dark skin. Moreover, advertising and promotion tends to treat human bodies as objects and a platform to advertise

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