Advertising Ethics

24 09 2011

The importance of having sound ethics is instrumental in journalism, but also is a central tenant of advertising and building brand loyalty. Advertising is the mixture of art, commerce and persuasion. To be viable in commerce and persuasion, it is paramount to demonstrate ethical-decision making when appealing for people’s money. Leo Burnett, father of advertising, said “Regardless of the moral issue, dishonesty in advertising has proved very unprofitable.”

To be successful in advertising, you must not only have ethics but appeal to hearts and minds, use testimonials, endorse with celebrities and create recognizable characters. Your brand and product needs to evoke a very specific response in-order to maximize advertising dollars.

Finally, we learned about the trap of plagiarism, and how it destroys the careers of journalists. A simple photo-edit, 2 inch story or conjured-up source can immediately lead to the embarrassment of the individual, and the entire industry itself. The main message is: don’t plagiarize, because it’s only a matter of time before someone discovers your surreptitious methods.

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