Is That an Ad Are You Sure中文题目传媒学道德的研究.docVIP

Is That an Ad Are You Sure中文题目传媒学道德的研究 　　【关键词】传媒，道德，案例研究 　　This case talk about the ethical dimensions of how marketing message are presented and where they are. Guerrilla marketing in our life，some guerrilla marketing look like not advertising，and consumer or normal people don’t know this is advertising or not. Guerrilla marking always use novelty ways to show product，some time people can’t believe every guerrilla marketing，because they are always doubt this is advertising or not，and indicated that there are some ethical problems with guerrilla advertising implementations. Especially the ads，which include fear-appeal，may irritate people. Also，distraction of attention in traffic is the other important ethical problem. These kinds of guerrilla ads may reduce the effectiveness of advertisements in general and dislike of a company’s ad may lead to biased reactions towards future advertisements. Ethical，legal and societal boundaries must be considered in guerilla advertising strategies. In sum marketers of today have to take greater responsibility for the negative impacts of the practices of guerilla advertising. Guerrilla marketing has a ethics problem is make consumer doubt everything is a advertising，distrust everything，some time，guerrilla marketing will “hurt” consumer，that include mental and body self.“Companies attempt to reach private worlds of consumers and give them memorable experience with their brands by using guerrilla marketing tools.“Guerilla marketing may include some dangers. For example，ads placed in the middle of the road may distract the drivers，thus causing traffic accidents. In addition，guerilla ads placed on public buses，cabs，or private vehicles，both because of their content and their design carry the risk of traffic accidents by jeopardizing the traffic flow. Guerrilla advertising，which is one of the guerrilla marketing tools，usually attracts the attention of consumers but sometimes irritates and annoys the consumers and even breaks the law.”