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Advertising, as defined can be seen as the act or practice of bringing anything, as one's wants or one's business, into public notice, esp. by paid announcements in periodicals, on hoardings, etc., or on television to secure customers by advertising. The term 'Ethics' is defined as a system of moral principles, by which human actions and proposals may be judged good or bad or right or wrong. (The Macquarie Dictionary, 185) The freedom of speech allows advertising to work effectively and it is evident in many advertisements present in the modern society. 'Unitted Colours of Benetton' and 'Winsor Smith' advertising campaigns will be used as case studies to underline the notion that 'there are no ethics in advertising.'
If there are ethics in Advertising, why do ads with no ethics exist? It is evident that there is no ethics in advertising. Freedom of expression the great benefit of the western civilized cultures, allows advertising to become manipulative, using strategies of marketing tactics, which induce shock and sacrifice morals within society. A great example can be present from the first case study of the infamous Italian clothing Label, 'United Benetton of Colours.' Not only is this organization promoting various wonderful clothing fashions, but also exposing political and social realities that exist and are faced daily. It can be said that this was a clever idea by the photographer Olivero Toscani, who produced these disturbing images. Toscani comments 'We are getting further away from reality of the world.' The quote meaning, that Toscani's work deals with realities not fake imagery of models and famous people. However, it proves the point that there are no ethics in advertising, as this photographer was not recognized for the 'fake' production of the photos, but rather for the shocking realities of the images that are constructed.
As an example of one of the most controversial 'shocking' ads is a well known poster ad of an ill man. This man is the dying aids victim, a martyr within the community of his hometown who was to be likened by a classic deposition or lamentation. The father representing a mourning disciple and the women being depicted as the mother Mary and Mary Magdalene. The victim is air brushed and mono-chromed in order to appear similar to the likes of the people in biblical times. This is not only exposing realities hardships of life but also flaunting religious depictions. This ad is intended to shock, especially due to the positioning on the world's largest billboard of 770 square meters, directly opposite one of the largest Cathedrals in America. The idea of presenting these disturbing images is not only to attract audiences by 'disturbing' their attention, but presenting societies with the notion that advertising creates freedom of expression. This means no censorship; the truth is in the open. What actually is advertised from the 'United Colour of Benetton' ads is the social commentary and political propaganda. This creates the notion that advertising is now believed to be the contemporary new medium in which to voice social opinions. Therefore creating no ethics in advertising.
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Regulatory bodies make judgments every day on the extent to which specific advertisements are deemed either acceptable or offensive according to prevailing community standards. It is believed that there are no ethics in advertising, however organisations that control what is to be exposed in public exist. The reason for these organisations to be present is for the fact that some advertising needs to become reconsidered as it could affect people's beliefs and values. Therefore, these organisations exist for the reason to create power of advertising campaigns that seem to go way out of control with no censorship. The Australian Competition and Consumer Commission along with the Australian Association of National Advertisers work together to ensure all advertising campaigns have legal and ethical responsibilities of all parties concerned which are adhered to, and avoid the need for government intervention.
Advertisers are influenced by general codes of conduct that relate to their industry and the medium in which they work. A good example of what happens to ads that do not go through the code of conduct procedure is that they are rejected and removed after all the big dollars have been spent on all the hard work. During 000, the Australian shoe company, Windsor Smith, continued its controversial billboard campaign using sexually suggestive imagery. Windsor Smith is a footwear brand that specifically targets male consumers. One particular billboard was the subject of multiple complaints from the public. It featured a billboard divided into two halves. One half featured a picture of three different models of shoes. The other hand had a photograph of a woman next to a man standing up. The man is dressed in black trousers and a shirt; while the woman is wearing a black jacket, bra, high-heel sandals and mini-skirt, with underpants revealed as a result of her spread-legged pose. The man is cupping the woman's face in his hand, which is in close proximity to his groin region. This ad contains no censorship at all.
Despite, a ruling from the Advertising Standards Board that the advertisement was in breach of its Code of Ethics, Windsor Smith refused to comply with the request to remove the offending advertisements. The advertisement was displayed in 600 sites in general view of the public. Advertisements have a detrimental effect on society, especially children as they present the view that women are sexual objects and second-class citizens. Finally action was taken by organisations, to remove the ads and replace the ads with Australian posters. 'This is a victory of women and men concerned about the potrayal of women in the media.' (Vivienne Wynter, 000.) Overall, this still represents the lack of power advertising standards personnel have concerning unethical advertising. It is for this reason today, that there are no ethics in advertising.
To conclude with the fact that advertising and the media are becoming less censored in what is presented in society through various media channels. If there were ethics present in society then advertisements like the ones discussed, would have not existed. The notion that, there are no ethics in advertising is true. Societies post-modern existence has proved that there is freedom of expression that helps by allowing the creation of these non-ethical advertisements. The media no longer have rules or regulations, however the media must understand that the exposure of these images cause many problems amongst society. The effects of these non-censored advertisements create the concept that what is presented is acceptable. In reality these are only images manipulating consumers to buy into the 'attitude' or 'look' it isn't really how society should operate. Therefore, there are no ethics in advertising.
• The Macquarie Dictionary, 185, revised edition.
• United Colours of Benetton. [online] People Building Peace
Available from
http//www.xs4all.nl/~conflic1/pbp/7/5_benett.htm
• Wynter, Vivienne. Windsor Smith [online] The Brisbane Institute.
Available from
http//www.brisinst.org.au/resources/wynter_vivienne_shoes.html
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