Advertising – Crossing the Line

Introduction

Advertisements often come into scrutiny. There are critics who say some ads promote unhealthy products to children or other age groups; cigarettes and alcohol are easy targets for this criticism. Another criticism is using celebrities to endorse products when the celebrity does not even use the product. Some people believe the celebrity must use the product in order to endorse it. Other people believe that freedom of speech and freedom of choice override any such criticisms. Still others believe that people and companies have the right to use whatever means necessary to support the business and drive sales.

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Advertising – Crossing the Line
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Instructions

As a business manager you will need to determine just how far you are willing to go advertising your company, products, and services. Locate and examine two advertisements taken from a current web site, newspaper, or magazine. You may also use a television commercial. Prepare a paper that discusses the following points:

Identify the purpose of the advertisements and the target market.
Do these advertisements meet what you would consider to be ethical standards in advertising? Is there a point/counterpoint(s)?
Is there any legal issue, i.e., with the Federal Trade Commission?
Assume you are the senior business manager. Share your viewpoint. Would you pull an advertisement if you feel it crossed an ethical line?
Use a minimum of four credible sources, which may include this week’s supplemental reading and other sources, to support your findings and conclusions.

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