Marketing shows people the way to become models. images they see in various advertisements. The marketer tells us. buy it, use it. They also tell us. we can buy success, happiness, and love with the advertised products, service and brands so that consumer also buys the life-style with the product.
The advertisements have become the role of educators and family. While watching these advertisements, consumer compares the life he is watching and his own life and finds his life ordinary and meaningless. Because of this reason, the advertisements became an imitated model ethic is known as moral values and plays a role as social rules in a society. In today’s world, in marketing, through advertisements the messages are given with help of the cultural differences, social class differences. also using color differences as a tool, so it is one of the biggest arguments of ethic.
The most definite dilemma of modern-day advertising is its manipulation on the individual and societal growth, significance in the formation of people’s values in a rapidly globalizing world. At the same time, mounting globalization process grounds seriously the query about the social accountability of business need essential deliberation of the long-term benefit of consumers and society as a whole. It is important to note the reciprocity of advertising technological development process and scrutinizing of human rights and standards of living in the society. In other words, transformation in one way requires an immediate change in other (Harris 2001).
The world of advertising made up of advertisers, agencies, the media, and the various specialized services constitute an environment which is in a constant state of flux. examples include new marketing and advertising techniques, changing markets, changing consumer requirements, new products, new media and a constant turnover of staff.
As well as the whole commerce industry, marketing has its own ethical problems. Several marketing experts or their representatives have deliberately confirmed and implemented different activities, assertions or set of laws concerning the requirement that marketing people believe ethics regulations and values so that they become much more responsible towards the members of society (Brassington & Pettitt 2003).
Most controversial cases in the legal system are the discrimination cases which base their allegations on race, color, gender, sexual orientation, national origin and religion, age. For years the mainstream media has cleanly pushed the idea that being darker as a person of color is thought to be inferior. Discrimination has diffused onto a wider massive scale. In an undeniably capitalist society, leading marketers and entrepreneurs use subtle suggestive means to accomplish their selfish, profitable motives.
As in the case of the promotional campaign of the world’s largest cosmetics firm, based in France, L’Oreal, which specializes in perfumes, beauty aids, and related products. The ad-campaign featuring pop-star Beyonce Knowles for this cosmetics giant shows that all is not well with the face of its promotion. The company was accused of whitening Beyonce Knowles who has been the L’Oral Paris brand ambassador since 2001.
The contract signed between the cosmetics company and the singer in 2001, was worth 2.4m ($4.7m) for five years. The contract stipulated that the singer had to work 10 days each year.