Print ad Essay Example

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The current competition in the market is forcing some companies to use unethical ways to attract more customers towards the products. For instance, airbrushed make-up ads were banned for being misleading. This was after a complaint by the Liberal Democrat MP who stated that the product does not represent the results that could be achieved after using the product. The body mandated with assessing the advert came in and banned the advert after an outcry from other members of the public. According to Guy Parker who is the chief executive of ASA, it’s wrong for the advertisers to use the post-modern techniques to alter the appearance of their models in an attempt to attract more customers towards the products (Sweney 2011.

According to Gibson 2011, many of the advertisers especially in the fashion industry have been misleading people by purporting the effects of the makeup. This is despite them knowing that they are showcasing the effects of Photoshop (Gibson 2011. This has a major impact on the industry and marketing ethics in general. In addition, it affects the credibility of the fashion products, an aspect that put to task all the government departments to ensure that the ads comply with the set regulations.

According to Sweney, the company acted irresponsibly when creating an act. The marketing department needs to carry the largest part of the blame for not consulting the management on whether to make any changes. This indicates that the department’s subordinates are not aware of the ethical issues that ads must comply with. He argues that the success of an ad depends on how well the message is delivered without having to deceive the target customers on the ability of the advert. Poor created ad leads to a bad reputation for the company, an aspect that might lead to poor performance by the whole business. Furthermore, the company that drafted the ad failed to follow the set procedures before putting the ad in the media (Sweney 2011. This indicates the violation of the law. In addition, this shows high level of negligence on the department mandated with evaluating all ads before they are forwarded to different media.

The success of the company depends on its reputation in the market. Customers around the world like to be associated with firms that observe ethical standards. In this case, the firm violated the laws are regulations that requires all marketing departments to ensure that the ethical guidelines are followed to the latter. Despite the increasing level of competition which has mainly resulted from globalization and liberalization of markets, companies have an obligation to stage a healthy competition without using any form of deceit to attract the customers towards the products. In this ad, the company fails to take into consideration the interests of the target market before releasing the advert. It misleads women to purchase a product which do not perform the functions indicated in the advert. This is therefore, stealing from the customers. Moreover, providing the customers with the wrong information might have negative impacts on the consumers.


Gibson, M. (2011, July 28). U.K. Bans Two Retouched Makeup Ads For Being ‘Misleading’ | Retrieved April 26, 2014, from

Sweney, M. (2011, July 27). L’Oréal’s Julia Roberts and Christy Turlington ad campaigns banned | Media | The Guardian. Retrieved April 26, 2014, from