Promotion’s Ethics – Social And Economic Aspects

Rajan Arapi


The advertising and promotion are fields in which the non – compliance of ethical standards or different considerations may have visible negative results and often harmful for the company. One of the controversial issues of promoting is that the companies use this to increase the sales, impacting not only the sales methods but also the values of life style. The techniques used by the advertisers are considered to be not true and vulnerable. Some of these techniques leave bad impression and are considered as an offense by the public and some others have a negative impact to the sensible groups, especially to the children. All these techniques will be analyzed in this paper that aims to evidence these issues, based in some case studies, and the possibility of avoiding these methods considered unsustainable and harmful for the applicant companies. Which are the most frequent cases of ethic violation ? Are frequent the cases when a promotion message is presented as not true and fraudulent ? What makes an advertising or promotion message offensive or bad perceived? These are some of the research questions that i will try to give an ansëer in this paper.On the other side also the advertisings and promotional spots very often violate the ethic, representing inconvenience and are considered as a bad indicator for the social values and life style. The increasing number of unethical advertisings and their presentation in media represent a bad impact to social values in general. The visible impact of advertising in society very often determine what is bad and what is good for them and contributes in public dialog as well. Although, nowadays the impact of advertising and promotion are evaluated for their positive impact in the society but on the other side there are opinions also for the negative impact of these advertisings and promotions. The research in question will reflect on the abovementioned cases, when the advertising faces the reality, and also the reality reflected by how advertising faces with opinion’s misunderstanding.

DOI: 10.5901/mjss.2013.v4n11p776

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Mediterranean Journal of Social Sciences ISSN 2039-9340(Print) ISSN 2039-2117(Online)

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