Consumer Behavior

Ethics:
Ethics is a branch of philosophy which seeks to address questions about morality; that is, about concepts such as good and bad, right and wrong, justice, and virtue.

Advertising:
Advertising is the promotion of a companys products and services carried out primarily to drive sales of the products and services but also to build a brand identity and communicate changes or new product /services to the customers. Advertising has become an essential element of the corporate world and hence the companies allot a considerable amount of revenues as their advertising budget.

Unethical advertising:
Advertisement is considered unethical in the following situations; When it has degraded or underestimated the substitute or rival's product. When it gives false or misleading information on the value of the product. When it fails to give useful information on the possible reaction or side effects of the product. And When it is immoral.

Basic principals:
Decency Honesty Social Responsibility Truthful presentation Comparisons Imitation Safety and health Avoidance of Harm Environmental behavior

Consumer Behavior
PEMRA's code of ethics includes censoring the following elements from commercials and programs: Female glamour related to their bathing Touching cheeks with hands Making objectionable gestures Waiving hair and swaying Females in jeans and provocative dress Vulgar looks Which are considered contrary to Islamic values and are in clash with the average family atmosphere

Consumer Behavior

Consumer Behavior

Women in advertising used as sex symbols

Consumer Behavior
Seductive Advertisement:
In some cultures, like Pakistan, seductive advertisement is considered as unethical. But some companies use these techniques to sell their product. Example Mango Slice

Consumer Behavior
Conclusion:
These above mentioned advertisement are promoting vulgar techniques to make their products popular among consumers. New generation is getting worse affects from this type of advertisement hence going against Islamic teachings. Some companies use vulgar looks, objectionable gestures and females as sex symbol to advertise their product, using these techniques they are creating fantasy for customers and making their products more worthy. This type of advertisement should be totally ban in order to create a sense of ethical marketing and advertisement.

Recommendation:
Decency, honesty and reality should be reflected by an advertisement. The only reason of advertisements should be to attract customers according to their needs not to mislead them. Advertisement techniques should fulfill the social, health and safety responsibility. Instead of using seductive gestures and slogans they should show the reality and guide customers to fulfill their needs.