Concept of Advertising Article Review

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“Examining Advertising Practitioners' Ethical Considerations and Its Implications for Consumer Welfare” by Linda Tuncay and Catherine Coleman

Summary

Tuncay and Coleman (2008) state that insufficient consumer research has been done regarding the beliefs of advertising specialists on how advertising affects consumers. Few exceptions to these are the works by Hunt and Chonko 1987; Drumwright and Murphy 2004; Moon and Frank 2000. While investigating this, Tuncay and Coleman performed a qualitative research in which 20 individuals who were employees in an American advertising company participated. Unlike previous research, their discoveries show that specialists are generally concerned about how advertising affects women. Nonetheless, in spite of the fact that recent studies have shown that advertising might have a negative impact on men, men were proved to be unaffected by media influence.

According to Tuncay and Coleman (2008), a specific issue which has gained the attention of popular and academic deliberation is the issue of gender stereotype in advertising and particularly how it affects women. These dialogues, which broadly represents women as an “at risk” audience is based on previous history of gendered representations of the market. Inside the system of consumer theory, susceptibility isn’t related with the male consumer category.

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These discourses, which focus on the susceptibility of females but disregards male responses, have influenced not just the ways the advertising industry operates but also the moral implications of these operations. Current research has proved that men weigh themselves against the basics of advertising and this might cause them to feel inadequate or vulnerable. Regardless, no research, even till today, particularly studies how or whether advertising specialists pinpoints ethical dilemmas which concern male consumers.

From their findings of their study, Tuncay and Coleman gave proof of ethical shortsightedness or twisting of ethical objectives which stops ethical issues from being prioritized. Drumwright and Murphy (2004) stated that several people have problems identifying ethical problems or identifying them clearly. Though a number of people do not understand the ethical undertone of problems generally, others have wrong ethical objectives which are majorly developed by rationalization or an unreadiness to pay attention to the issue so that it can be clearly seen. These rationalizations add to and expands the perceived problem. Women are equally referred to as a specific audience which needs to be protected while the men were believed to be unaffected by the negative effects of advertising. These findings proves….....

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