"In the world of advertising, there's no such thing as a lie; there's only the expedient exaggeration (Lehman, 1959)." This famous line, uttered by Cary Grant in the Hitchcock classic North by Northwest, represents a common creed among practitioners within the field of advertising. While it is perhaps seems unreasonable to expect the modern advertising firm to provide explicit, scrupulous details concerning possible deficiencies of a product or service for which it has been contracted to promote, organizers of ad campaigns must work dutifully to promote client products and services within the increscent parameters of Federal Trade Commission regulations. The legal and ethical obligation to conduct business in accordance with legislation designed to protect consumers and consumer interests, should be regarded, not as an obstacle, but a challenge for the modern agency. Moreover, considering the advancement of public awareness due to modern developments in multimedia, the implementation of innovational strategies that abide by public health and safety standards is vital to advertising success.
[...] They may not rely on an advertiser's assurance that the claims are substantiated (FTC, 2001).” In order to meet modern standards, future FTC regulations will be exerted through more explicit terms and more definitive guidelines (Reed, 1990). The United States' legislature is not always precise, and does not always compel just business practice. However, the law has always, fairly accurately, represented the degree of public interest, awareness and concern. Successful advertising business will rely on accurate anticipation of the advancement of public interest, awareness and concern. [...]
[...] Whereas less than twenty years ago, one might have commonly gazed upon the rugged, yet debonair, Marlboro Cigarette's Cowboy, or the smoking cartoon, Camel Joe, today, the all but eradicated tobacco ads have been reduced to small, humdrum, print media promotions that feature flagrant labels, warning the consumer of death and disease (Elliot, 1994). Although children are still lured by their favorite animated film characters to restaurants that serve low-grade, unhealthy foods, the fast food empire of McDonalds has not managed to go unscathed by negative publicity consumer reports and restrictive legislation. [...]
[...] Through strong, consumer-oriented media, the public will obtain authority over negligent and fraudulent corporate conglomerates. Accordingly, advertising agencies must develop new practices in order to sustain business. Contrary to common conjecture, the process, through which to make this tremendously beneficial transition, is neither anomalously jeopardous, nor very complex. Finding success through innovational business tactics will depend primarily on cautious revision and diagnostic restructuring of traditional, well-established practices. Products were once designed, manufactured and sold according to the marketers' intuition and ability to interpret the vast consumer base, as a whole. [...]
[...] All these topics are related to sustainable consumption and should be taken into account by the advertising agencies if they do not want to miss future expanding markets (UNEP, 2001).” Long-term, business productivity will depend on strong and extensively engaging campaigns for products that comply with the more scrupulous modern standards. Strict avoidance of advertising fraud would necessitate not only the circumvention of dishonest claims, but complete abstention from business association with companies producing and/or selling products that pose considerable health and safety risks. [...]
[...] sphere of those who might be considered stakeholders may further increase beyond the limits of bloggers themselves, or even blog readers, as blogs continue to communicate political, social and economic events as “push media” drawing attention to, and action concerning, contexts in a manner unusual among largely passive consumers of television or print media (Packwood, 2007).” ranks of the world's celebrities used to be dominated by millionaire actors, athletes and musicians, but the Internet has leveled the playing field. A kid with a video camera has access to as large an audience as the biggest Hollywood star. [...]
Online readingwith our online reader
Content validatedby our reading committee