The Application of Ethical Theories to Analyse the Marketing Practice of Advertising

Abstract

Advertising is the most widely known weapon in the marketing armoury, the average Australian adult views around 3000 advertisements per day through variety of mediums, such as radio, television or direct mail. It extremely affects all of us throughout lives and the essential ethical issues raised in advertising industry are that advertisements should be legal, honest and truthful. Due to the effect of advertising such as stereotyping which has on the customers, there are some arguments that some advertisings are not ethical to the customers. This paper will discuss some ethical theories and then use these theories to analysing if some advertisings are ethical.