Otto Advertising

In: Business and Management

Submitted By 5317775
Words 2062
Pages 9
Otto Advertising has recently signed on Angela’s Secret Lingerie, a new client that represents a very large account for the company. Although we feel very confident in our abilities to market and influence consumers into buying their lingerie, this client places our company in a difficult situation. They are requesting we direct our advertising towards girls aged 8-10 years old which raises grave ethical concerns. Marketing can lead to ethical dilemmas due to the content and methodology used to pursue market growth and revenue. Many techniques that we ourselves have utilized have included heavily targeting the youth because of their susceptibility to marketing tactics. Targeting children is treading in dangerous waters and can have negative repercussions on all parties involved. Ethical theories represent important guidelines for better, more sustainable decision making. I have provided an analysis through the Utilitarian, Kantian and Virtue Ethics perspectives in order for Otto Advertising to make a sound decision for all parties affected.

Utilitarian ethics is associated with Jeremy Bentham and John Stuart Mill and represents the utilitarian principle to provide the greatest good for the greatest number of people. This is to be followed by looking at the consequences of an action not the means employed to deem if it is morally right or not (ET 85-88). Marketing is essentially based on the utilitarian principle because our whole purpose as a business is to try and satisfy the needs, wants, desires of our consumers which encompass the majority of the population. Thus, at first glance, one would say that marketing is ethical; however, if we are fabricating the needs, wants and desires of our consumers the utilitarian principle may no longer be met as it would not accurately represent what the majority of population really wants but the desires of the company. This…...

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