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Belch: Advertising and
Promotion, Sixth Edition
VII. Special Topics and
Perspectives
22. Evaluating the Social,
Ethical, & Economic
Aspects of Advtising &
Promotion
Exhibit 22-2 Ads by Calvin
Klein have been the target of
criticism by women’s groups
and others
director who developed most of these ads, noted that the controversial
images were designed to raise public awareness of social issues and position
the company as a cutting-edge, socially conscious marketer. 11 The
company’s most controversial ads, at least in the United States, were those
used in its “Death Row” campaign that ran in 2000. The campaign, aimed at
drawing attention to the use of capital punishment in the United States, featured
ads showing piercing portraits of death-row inmates (Exhibit 22-3).
The campaign created a storm of controversy; the state of Missouri sued
Toscani and Benetton for misrepresenting themselves while interviewing
four death-row inmates featured in the campaign. Protests from the families
of the inmates’ victims and threatened boycotts from enraged consumers
resulted in Sears Roebuck and Co. dropping the Benetton line. A
year later the lawsuit was settled when Benetton agreed to write letters of
apology to the four Missouri families whose relatives were murdered by
the inmates featured in the ads and to make a donation to the Missouri
Crime Victims Compensation Fund. 12
As you read this chapter, remember that the various perspectives presented
reflect judgments of people with different backgrounds, values, and
interests. You may see nothing wrong with the ads for cigarettes or beer or
sexually suggestive ads. Other students, however, may oppose these actions on moral and
ethical grounds. While we attempt to present the arguments on both sides of these controversial
issues, you will have to draw your own conclusions as to who is right or wrong.
Social and Ethical Criticisms
of Advertising
Much of the controversy over advertising stems from the ways many companies use it
as a selling tool and from its impact on society’s tastes, values, and lifestyles. Specific
techniques used by advertisers are criticized as deceptive or untruthful, offensive or in
bad taste, and exploitative of certain groups, such as children. We discuss each of these
criticisms, along with advertisers’ responses. We then turn our attention to criticisms
concerning the influence of advertising on values and lifestyles, as well as charges that
it perpetuates stereotyping and that advertisers exert control over the media.
© The McGraw−Hill
Companies, 2003
Exhibit 22-3 Benetton’s
“Death Row” ads created a
major controversy
753
Chapter Twenty-two Evaluating the Social, Ethical, and Economic Aspects
of Advertising and Promotion