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Exploiting social diagram: unethical marketing practices and countermeasures

2022-06-07 来源: 51Due教员组 类别: Essay范文

51Due教员组今天给各位留学生带来一篇纯原创代写社会学范文,本文旨在研究和呈现有关利用社交图的不道德营销实践。

希望这篇可以帮助到各位留学生,同时需要代写也可以直接联系我们51Due客服vxvxJenny_dynh)进行咨询。

 

Introduction

In recent years, the market economy has been making greater progress than ever. However, with the development of business trading, there are also fiercer competition among different brands. Therefore, companies have to conduct strategic marketing or advertising practices to attract the attention and preference of consumers so as to promote their business. The zeitgeist today makes no allowance for the enterprises to focus on merely their own interest maximization.  

 

This paper intends to study and present about the unethical marketing practices concerning exploiting social diagrams. To some extent, exploiting social  diagrams in advertisement can be understood as the inappropriate advertising that concerns human’s right violation and contribute to undesirable stereotype shaping.  This paper will present an ethical analysis first, followed by two detailed case analysis. Furthermore, countermeasures will be provided  offering possible strategies counter these unethical issues in marketing. Finally, a conclusion will be given to summarize the major points of this essay.

 

Ethical Analysis

According to the 2015 Cone Communications/Ebiquity Global CSR Study, 91% of global consumers expect enterprises to do more than making profits, but also take the responsibility to create social vale, while 90% express they would boycott companies that conducted unethical practices in their business operation. Additionally, 62% tend to work for socially responsible company for less payment (2015 Cone Communications/Ebiquity Global CSR Study).

 

The standard of unethical are obvious a controversial issue. However, there are some general consideration of unethical marketing, including dishonest marketing, marketing harmful products. In addition, thoughtful marketing tactics, such as exploiting social diagram. subliminal advertising, emotional appeals, taking advantages of children, less educated people, also are considered as unethical (Ingram, 2015).

 

Exploiting social diagram refers to offensive advertising that regard some group of people as inferior to other group of people, or twisting history, or shaping negative images of certain groups. These information might be delivered both deliberately and accidentally, but the negative influences of advertisements exploited social diagram are evident.

 

Case Analysis

Washing a black into a white? 

In 2016, a video advertisement made one unknown Chinese company be accused of insulting the black by social media and netizens from all over the world. In the 49s short video,  a young black men approached a Chinese girl and tried to flirt with her. The Chinese girl suddenly pushed the black man into the washing machine. After a roll of washing, the black man was washed into a yellow skin boy (appendix 1) .

 

This advertisement initially intends to advertise for a washing liquid. However, audiences are easy to feel racial discrimination from this advertisement. What implicated in this video was that black men were inferior to yellow men, and the importance and dignity of the black ethnic group was a shame that should be washed off.  In addition, the advertisement violated the authenticity criterion of marketing, and was not qualified for safety concern.

 

It was not a unique instance, a similar advertisement can be dated back to the early period of the 19th century. In 1935, Elliott’s Paint published an advertisement vividly revealing how a black boy can be white after using the Elliott’s paint (Appendix 2). Furthermore, in 2006, in order to earn public attention for its newly produced white recreational machines, Sony posted a white woman clutching at a black woman’s throat with gloves to show that the new white machine was more powerful and deserving than the previous black version (Appendix 3), implicating that the black were outdated, weak, and has less capability, inferior to the White.

 

This is not the end of this case. In October, 2017, Dove, the world famous female brand, sent an advertisement on Facebook, picturing that a black women become white instantly after using Dove’ product (Appendix 4). This advertisement was deleted after merely 3 seconds, even though, it created controversy among people from different nations.

 

Women as a charming object or sub-human? 

There were and still have numerous advertisements regarding women as a charming object or sub-human rather than a dependent and thoughtful individuals like males. In a Audi advertisement published in China, with the intention to sell its second-hand, lead wide controversy among Chinese consumers. The advertisement depicted a plot that when a couple were at the wedding, the mother of the bridegroom suddenly rushed up to the stage, pulling the bride’s nose, ear, and lip rudely in the front of the guest to check whether the bride had cosmetic surgery. After a series of verification, the mother made a “OK” gestures. The picture was then cut to the introduction of Audi’s second-hand cars, with voiceover illustrating“ make important decisions with caution”, and “ satisfactory is based on official certification” (The Sun).  There were also many advertisement that objectified women as sexy charming object, or housework doer, and sticked labels such as, greedy, simple minded, delicate on women.

 

An inspiring fact is that people are more aware of it is inappropriate to advertising based on shaping women inferior to men or the like. For instance, femvertising, a compound of “feminism” and “advertisement”, has been popular in large enterprises in recent year. Femvertising aims at advertising by promoting women’s power and empowering women.  For instance, Dove’s 2004 advertisement “ you are more beautiful than you think”, an advertisement product of the Dove Campaign for Real Beauty. The aim of the campaign is to inspire women to be confident and comfortable with themselves and not be overwhelmed by endless comparison with others (Dove official website) (Appendix 5).  

 

Disney’s princesses, not only are characters of Disney movies, but also are marketing strategies of Disney. The image and characteristics of Disney princess have huge influence on the young girls perception on their gender role and their behavior and thinking patterns. It is encouraging that Disney’s cartoon movie now has also been shaping different princess than decades ago. Over a long period of Disney’s history, its princess, such as Snow White (1937) and sleeping beauty (1959), usually were shaped as females that earn their “happiness” mostly through their beauty and lucky, and has been delivering the value that girls’ happy just equals to marry to a handsome and wealthy husband to audience. Moreover, these movies also ignored the friendship between male and female, implicating that women can never or did not worth of friendship of a man. Neverthelss, the 2016 Disney cartoon Moana, did not shape a beautiful princess, but a responsible girl, a daughter of a chief, who was brave and intelligent. She finally saved her people and her friends ( a male god) with her intelligence, braveness, and perseverance.

 

Countermeasures

The fast development and prevalence of information technology and social media enable companies and brands to advertise through various channels without administrative departments’ verification.  In order to eliminate advertisements that exploiting social diagrams or enhancing undesirable stereotypes, relevant government department need to strengthen their supervision and regulation. More importantly, enterprises are required to consciously check what kinds of negative impacts their advertisement would bring before publishing.

 

To some extent, the wide recognition of racial equality and gender equality also provides guarantees for less similar advertisements. Just as decades ago, with the world come to know more about China, and with the improvement of China’s role in the world political and economical stages, there were no longer advertisement regard Chinese as “the Yellow Peril”. Therefore, the development of Black’s rights and women’s rights have been contributing to less similar advertisements.

 

On the other hand, it is evident that the racial equality and gender equality cannot make similar advertisement tactics eliminating, the 2017 Dove’s case set the example. Under this circumstances, public opinion now might serve as a significant source of monitoring and supervision.

 

Conclusion

Ethical issue of marketing practices is of more and more significance in recent years. Enterprises are more supposed to take social responsibility than ever. Exploiting social diagram is an unethical advertising tactic that might offend and hurt many people. To counter this unethical advertising, consumers and enterprises should work together


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