Advertising is the ultimate means to inform and help us in our daily decision-making or is simply too strong a form of mass deception used by companies to convince their customers and potential customers about products and services that do not have to buy? Consumers in the global village are exposed to more advertising messages and advertising spending increased accordingly. It is no exaggeration if we say we are "soaked in the rain cultural marketing communications' through TV, press, cinema, internet, etc. (Hackley and Kitchen, 1999). But if it was thirty years of marketing communication tools used primarily as a tactic focused product, now the promotional mix, focusing in particular advertising on signs and semiotics. Some contend that marketing efforts "and finally" The key to a command economy, so it means something to the consumer "(Williamson, quoted in Anonymous, Marketing Communications, 2006: 569). One consequence is that many critics of contemporary advertising "sell ourselves" (ibid.) The above process is affected by the commoditization of products and obliteration of the perceptions of consumers with the company. To differentiate and position their products or services, companies use advertising today, which is sometimes seen as not only distasteful, but as an outsider and deliberate manipulation. The issue of bad publicity is a day for organizations like Adbusters are Contrapublicidad tactics happen – it is clear to behind modern advertising. The Adbusters magazine editor in chief Kalle Lason wrote on corporate communication activities imaging of large companies: "We know that oil companies are not very friendly to nature and snuff companies do not really care about the ethics "(Arnold, 2001). On the other hand, the "ethics and social responsibility as important determinants of the benefits and long term survival, long-term viability and competitiveness of the organization" (Singhapakdi, 1999). Without the communication strategy with ethics and social responsibility, the concepts of total quality and building relationships with customers becomes hard. However, it could clearly not a simple ethical formula of marketing communications. PUBLICITY – INFORMATION Prescious handling or vicious? For ideas on consumer perceptions about the role of advertising, we reviewed a series of articles and conducted four in-depth interviews. To achieve a series of objections research findings. These differ from stating that "the morality of the conduct of a company play an important role in purchasing decisions" and that ethical behavior of consumers by rewarding the willingness to pay higher prices for corporate products, " ; (Creyers Jr. and Ross, 1997), others point out that "even if the client can take the desire to support ethical companies, to express and punish unethical companies, their actual purchase behavior are often not affected by ethical concerns "and" price, quality and superior value to ethical criteria into the purchasing behavior of consumers (Carrigan and Attalla, 2001). The advertising approach as the most important marketing tool of communication we have constructed and conducted an interview with the four themes and nine questions. The conceptual framework of this document is based on these four issues. Theme I. The Ethics in Advertising The first item consists of two introductory questions of ethics in advertising in general. IA How would you rate the ethics in advertising? The concept of ethics in economics refers to "the moral, ethical, professional and organizational ethics" (Isaac, quoted in Bergadaa ', 2007). Each industry has its own guidelines on the ethical requirements. But in the four main requirements for marketing communications is legal, decent, honest and truthful. Unfortunately, in a society that is how the company intended to benefit from the use of marketing messages of the communication objectives "can be a form of social pollution of the potentially harmful effects and the unintended consumer may have the decision represents "(Hackley and Kitchen, 1999). One respondent indicated that "the most successful companies do not need ethics in their work because they have built empires." Another believes that "sooner or later, everybody, do not expect the negative impact of ethics . "What is your perception of IO for the importance of ethics in advertising? The second question concerns the importance of showing the morality in communication with / to your target audience and how consumers / customers. In various investigations we have found the opposite conclusions. The ethics of the economy seems to be very important for decision making, or as not really an important factor to be assessed in this process. An example of more extreme view is the "disaster in waiting for a brand that seems cynical" (Odell, 2007). It may sound obvious who carried out the responsibilities of providers, because "he is the primary responsibility to keep clean and respectable than advertising" (Bernstein, 1951). On the other hand, are measures of the company through the "rules of social responsibility and good taste" is defined (ibid.). One respondent said: "The only thing that is decent advertising benefiting the end. Not company profits at the expense of society. "Another said that" our culture and social awareness for determining right and wrong in advertising. " The growing importance of ethics in marketing communication is the need for the use of dialogic, two-way communication approaches emphasized. Demassification technologies have the potential to facilitate dialogue, "but the" monologue "attitude is still the dominant (Botan, 1997). Arnold (2001) notes the case of Monsanto and Esso, pay "the price of his [her] a communication strategy so there". In this reasoning, we can examine the ethics of advertising from two different perspectives on how our respondents, and different positions on the revised documents. The first is that it is essential that a common ethical code imposed by law. The other reaffirms the independence and accountability of each sector to establish its own rules. THEME II What kind of regulation should be the leader in the field of advertising? The next question draws attention to the regime, which is the primary. The widely accepted view is that both self-regulation and legal controls should work in synergy. In other words, the codes are designed to supplement the laws. Regulatory control, however, in some countries more than advertising, for example in Scandinavia. On the other hand, the industry's own regulation is preferred in the Anglo-Saxon. However, not everyone agrees with the laissez-faire approach. One respondent said: "I think the government policy framework should be stricter and harsher penalties for companies that do not comply with the law, to impose". Needless to say, social acceptance, according to culture or country to another. At the end of the day "good or bad taste is largely a matter of time, place, and the individual" (Bernstein, 1951). Clear rules would be impossible in the era of Internet and interactive TV. Therefore, both types of regulation, with the ultimate goal should be to achieve a balance between the sacred right of freedom of choice and information and are widely used to minimize potential criminal act. In other words, the objective of synchronizing the "different ethical framework" marketing and "others in society to bridge the gap" ethics "(Hunt and Vitell, 2006). ITEM III. Content of the listings. Probably one of the most controversial issues in the field of marketing communications is the content of advertising. Nwachukwu et al. (1997) distinguishes three areas of concern with regard to ethical evaluation of the ads, "individual autonomy, consumer sovereignty and the nature of the product." Autonomy of the individual referred to advertising to children. Consumer sovereignty refers to the level of knowledge and complexity of the target while the harmful product announcements at the center of public opinion for long. We added two more prospects to get five questions in interviews. The first relates to the display indicates that feelings of guilt, and praise of prosperity can not be achieved in most cases and the second is based on ads from stimulating desire and satisfaction with the purchase of goods materials. III. A. What is your attitude toward the advertising of harmful products? A typical example is the display of cigarettes. Today, we can not see, that's slogans like "Camel seen Your Throat" (chicken head, on September 25, 2007) or "Chesterfield – packs more pleasure – because there are more perfectly packaged" (chicken head, accessed 25 September 2007). General advertising, sponsorship and marketing resources and other communications are prohibited, are used by cigarette manufacturers. Surprisingly, most respondents' answers were not opposed to cigarette advertising. One respondent said: "People are well informed about the consequences of smoking are well informed, so it's a matter of personal choice. Like many other contemporary products, changing communication messages for cigarettes in the symbol and image-building oriented. The same applies to alcohol ads. A notable example is the emotional advertising campaign for Absolut Vodka. Nectar by Absolut, absolutely to the absolute fantasy world of Swedish drinking really aspires to be absolute. . . All. The advertising of dangerous products remains heavily criticized when it comes to the public with low individual autonomy, is designed i. E. children. Two key issues in this regard, the manipulation of cigarettes and alcohol as a "rite of passage to adulthood" and that "sales of health hazardous products (alcohol, cigarettes displayed) free, without a lot of disapproval "(Bergadaa, 2007). III. B. What is your attitude to advertising to children? Children are not only customers but also consumers, influencers and users in the family decision making unit (DMU). Additional difficulty is that they are impressed with the decision makers in the DMU. At the moment, it is no secret that sellers of "the same basic strategy of trying to sell to parents, requiring the child to the acquisition" (Bernstein, 1951). No wonder that "spending on advertising to children has increased fivefold in the last ten years and two thirds of advertising during children's television in 2007) for food" (Bergadaa. But market purchases USA represent a direct child of 24 billion U.S. dollars (cited in Bergadaa McNeal, 2007), is undoubtedly at the top of the agenda of many companies. While the use of decision immaturity of children making advertisers often go too far dematerialize their products and children teleportation of the physical and the virtual world of brands "(Bergadaa 2007). Teenage virtual worlds such as Habbo, where snacks brands are running campaigns and a fact of life (Goldie, 2007). The imaginative worlds are very popular not only online. With much success in creating a fantasy world is McDonald's. The company leads the European list of advertisers in children over half of the children of the offers are for junk food. In some countries there are strict restrictions on advertising to children. • "Sweden and Norway do not allow television advertising directed towards children under 12 years not all ads are in the context of programs for children. • Australia does not allow allow advertising in programs for preschool children. • Austria is not advertising on programs for children, and in the Flemish region Belgium no advertising is allowed 5 minutes before or after the programs for children. • Sponsorship of children's programs are not allowed in Denmark, Finland, Norway and Sweden, while in Germany and the Netherlands but are allowed not used in practice. "(McSpotlight, accessed 20 September 2007). They are, according to research by Roberts and Pettigrew (2007) with the most common in children advertising" grazing to improve basic food disparagement exaggerated health claims and the implicit ability of certain foods, the popularity, performance and mood. "But junk food is not the only reason for parental concern. According A study by the Kaiser Family Foundation (Dolliver, 2007) are the parents about the amount of advertising for the following affected products () in order of importance, toys, video games, clothes, alcohol, beer, movies, etc. are participants interviewed agreed: "Advertising aimed at children should be closely monitored." Similar results were obtained in the polls by Rasmussen Reports and Kaiser Family Foundation. However, the legal remedies are only part of the protection of children. The other part is "decision-making responsibility of parents and teachers" to support "their children in developing countries, a skeptical attitude towards the information in advertising" (Bergadaa 2007 .) Vendors must be in shaping the morals of our future, "Each brand must participate in their own ethical code – a code of conduct relating to children – rather than industry codes" (Horgan, 2007). III. C. Do you think there are many exaggerated and misleading advertisements deceptive. Many ads are promising things that are impossible to achieve? There will be no exaggeration to say that advertising is in a sense, "the art of selling the crowd of potential buyers not to a buyer at a time when judged "(Bernstein, 1951). From the" art of persuasion sells itself "(ibid.), can be achieved not only a lack of advertisers to reach their sales goals. But in the last twenty years began advertisers are increasingly applied semiotics in their messages and postings in the sequence, the increasing role as symbols. An extreme case of this flow of advertising is to create an idealized image of a person using the advertised product. Bishop (2000) draws our attention to two typical examples of self-image ad of identity "lead consumers to do so, the respective photos for products through the use of the project: – "The beautiful woman," – "The Sexy teenager. By hiring these stereotypes advertisers not only mislead the public and to exaggerate the impact of the products, but I also cause low self-esteem among consumers. At the very moment that promise results that are in most cases are not easily accessible. Instead of promoting the "glamor" anorexic body images' communication messages should be "varied body types "and if the idea of" impossible to drop the body "(Bishop, 2000). Go to Question III. C one interviewee said:" Customers of these products [to those promoted by thin models] are mostly people who do not have the same physical property. To me, this type of advertising directed specifically to give people the feeling of not completely, but nothing attractive to outsiders of society. "However, there was another interview said: "Everyone has their own method of assessment that is credible and what is misleading. Consumers are sophisticated enough to know what is exaggerated." Similar to the celebration, Bishop (2000), " Image ads are not false or misleading "and" if it represents a source of incorrect values of subjective reflection. "The author contends that the ads mislead into conflict with our inner self, and if the people is because they want it. This is our freedom of choice of behavior, not advertising for our needs may change. Perhaps the truth lies somewhere between the two extreme positions. III. D. What is your attitude toward the ad , average, guilt, and praise that prosperity in most cases can not be achieved? A special case of this is an advertisement for the promotion of the dispute "rather than self-indulgence of the doubt "that" seeks to create needs, not met: a new allay fears, instead of the old "(Hackley and Kitchen to generate, 1999). The response of the States responding:" It is only a matter of advertising. It has to do with social inequality and the desire to do what you can not do. "Hackley and Kitchen (1999) refer to this deviation from" the reality does not match the picture of prosperity and the result is a subjective sensation of dissonance. "The issue could be further strategy for the next question. III. E. ads are stimulating desire and satisfaction through the acquisition of morality property materials? We live in a society that more or less dominated by materialism. Ads are often blamed on consumption, which supposedly is, fortunately, the main fuel. The role of promotion of satisfaction with the acquisition of material goods has become so important that the media present products are characterized by relativism, irony, self-referentiality and hedonism dominated "(Hackley and Kitchen, 1999). It is the saying:" Winning with the most toys " ; really is a motivator in consumer behavior, so the cure should be the emotional dissonance? This seems to be the case when a brand succeeds in giving the evoked set of choices for consumers. This new species of materialism " ; goes hand in hand: "The development of individualism than pure hedonism with narcissism and selfishness" (Bergadaa 2007). TOPIC IV is justified, the amount of advertising? IV A. Do you think there is too much advertising? An examination food advertising to children in Australia by Roberts and Pettigrew (2007) revealed that aligned "28 5 hours of children's television program sample included 950 announcements." Actually, all we are through advertising television, Internet, print, etc. The scope and content of marketing communications messages gives consumers the ability of information processing, they bombed a test. Exposure to the marketing data overload often leads to the wash the selective perception of consumers. Whether our responses "confusion, existential despair and loss of moral identity is defined, or adapt" to participate constructively in the [Communications] Leviathan, intelligent, cynical , Streetwise "(Hackley and Kitchen, 1999) is an open question for discussion. Two opposing currents of the adjustments made in the investigation. A course refers to the excessive amount of advertising. The other school says that" If an ad, which is justified by necessity. "We agree that the communication could be overloaded omnipresent impact on the social ecology of the developed world" (Hackley and Kitchen, 1999). When pollution increase communication not properly managed, both in legal and industry view once more the management of advertising "to raise the foot in his own words, the lack of a couple of front teeth own" (Bernstein, 1951) . CONCLUSION In preparing this document, I used to have received in-depth qualitative interviews, ideas about what specific customers. We have also established our presentation by pointing out a series of influential papers in the field of ethics in marketing communications . In general, our interviewees, as well as different authors, two opposing positions have taken over. The first states that ethics in marketing communications significantly, while the other reduces the importance of ethics and emphasizing the role other factors in consumer decision-making contracts, it must be for the price of brand loyalty, convenience, marketing etc. of its "responsibility for the emerging portrait of society to understand the future" ( Bergadaa 2007). Not only is there an ethical legal framework, but also professional, ethical and professional code of ethics should be available. One of the main challenges is to prevent "run a satisfied customer in the short term," because "over time, both for consumers and society as a direct result of marketing actions suffers from satisfactory in" consumer "(Carrigan and Attalla, 2001). The strength of the effect of the exhibit is exerted on the consumers, is only part of the equation. On the other hand, we can argue that consumers are not morally subordinate to process information and models, there is a natural cognitive defense. Communication tools "offers a theater of our imagination "(Hackley and Kitchen, 1999)., therefore, accept the reality with regard to our own experiences. In this sense, the vendors do not create reality – are simply a mirror of society. One can argue that this is unfortunately not always the case. Advertising is often rightly regarded as the epitome of freedom and consumer choice. Despite this important role, when the choice between a candy bar, and others, snacks tastier or sugary cereals or fast food restaurant "(McSpotlight, accessed 20 September 2007) a percentage of something else, but no alternative and certainly not a healthy book. The words of Bernstein (1951), said fifty ago six years remain largely a matter of current interest: "It is true that if you save on advertising" to save us all, but it seems reasonable to assume that if we do not keep advertising, you could lose everything. "Literature: Anonymous (2006). Module Book 6, Marketing Communications at the University of Leicester. Arnold, M. (2001). tightrope ethics (Marketing Corporate Social Responsibility), Marketing, 7.12.1001, p. 17 Bergadaa M. ( 2007). Children and business: pluralistic ethics of traders, society and Business Review, Vol 2, no. 1, pp. 53-73. Bernstein, SR (1951). The good taste in advertising Harvard Business Review, Vol 29, No. 3, pp. 42-50. Bishop, JD (2000). Is identity image advertising ethical?, Business Ethics Quarterly, Vol 10, No. 2 , pp. 371-398. Botan, C. (1997). Ethics in Strategic Communication Campaigns: The Case for a new approach to public relations, Journal of Business Communication, Vol 34, No. 2, pp. 188-202 . 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(2007). Marks online have their own guidelines ethical, Marketing Week, Vol 30, No. 26, p. 30 Hunt, SD and Vitell, SJ (2006). The General Theory of Marketing Ethics: A Review and Three Questions Journal of Macromarketing, Vol 26, No. 2, pp. 143-153. McSpotlight, "Advertising for Children, United Kingdom, the worst in Europe online. Available at: McSpotlight. org/media/press/food_jan97. html (accessed September 20, 2007 ). Nwachukwu, SL S, Vitell, SJ Jr, Gilbert, FW, Barnes, James H. (1997). Ethics and social responsibility in marketing: An examination of the ethical evaluation of advertising strategies, Journal of Business Research, Vol 39, No. 2, pp. 107-118. Odell, P. (2007). Marketing under the influence, Promo, Vol 20, No. 6, p. 27 Roberts, M. and Pettigrew, S. ( 2007). A thematic content analysis of baby food Advertising, International Journal of Advertising, Vol 26, No. 3, pp. 357-367. Singhapakdi, A. (1999). perceived importance of ethics and ethical decisions in the areas of marketing, Journal of Business Research, Vol 45, No. 1, pp. 89-99. Stanford University, "alcohol ads. Online. Available at Stanford. ad edu / class/linguist34/advertisements/alcohol / index. htm (accessed 20 September 2007). Vintage Virginia Slims, online. Available at home: freenet. de/mshel120/vintage/vintage-vs. html ( accessed 25 September 2007).
Boyan Yordanof is in the tourism business since 1996. His main interests are in Internet marketing and branding services, especially in the hospitality industry. Boyan is an Internet marketing executive at RIU Seabank Hotel Malta. Author Links Business URL: http://www. seabankhotel. personal com URL: http://www. yordanof. com
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