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Footprint Exercise Essay Part B

2020-04-15 来源: 51Due教员组 类别: Essay范文

下面为大家整理一篇优秀的paper代写范文- Footprint Exercise Essay Part B,供大家参考学习。这篇论文讨论了-近年来,市场经济取得了前所未有的进步。然而,随着商业贸易的发展,不同品牌之间的竞争也越来越激烈。因此,企业必须进行战略营销或广告实践,以吸引消费者的注意力和偏好,从而促进其业务。今天的时代精神不允许企业只关注自身利益的最大化。本文拟从体育营销和娱乐营销的角度,对开发社会图景的不道德营销行为进行研究和探讨。从某种程度上说,广告中利用社会关系图可以理解为一种不恰当的广告,它关系到人的权利的侵犯,有助于不良的刻板印象的形成。本文将首先进行伦理分析,然后进行两个详细的案例分析。此外,还将提供对策,以提供可能的策略,对付这些不道德的营销问题。

 

 

Introduction

In recent years, the market economy has been making greater progress than ever. However, with the development of business trading, there are also fiercer competition among different brands. Therefore, companies have to conduct strategic marketing or advertising practices to attract the attention and preference of consumers so as to promote their business. The zeitgeist today makes no allowance for the enterprises to focus on merely their own interest maximization.  

 

This paper intends to study and present about the unethical marketing practices concerning exploiting social diagrams in the scope of sports marketing and entertainment marketing. To some extent, exploiting social  diagrams in advertisement can be understood as the inappropriate advertising that concerns human’s right violation and contribute to undesirable stereotype shaping.  This paper will present an ethical analysis first, followed by two detailed case analysis. Furthermore, countermeasures will be provided  offering possible strategies counter these unethical issues in marketing. Finally, a conclusion will be given to summarize the major points of this essay.

 

Ethical Analysis

According to the 2015 Cone Communications/Ebiquity Global CSR Study, 91% of global consumers expect enterprises to do more than making profits, but also take the responsibility to create social vale, while 90% express they would boycott companies that conducted unethical practices in their business operation. Additionally, 62% tend to work for socially responsible company for less payment (2015 Cone Communications/Ebiquity Global CSR Study).

 

The standard of unethical are obvious a controversial issue. However, there are some general consideration of unethical marketing, including dishonest marketing, marketing harmful products. In addition, thoughtful marketing tactics, such as exploiting social diagram. subliminal advertising, emotional appeals, taking advantages of children, less educated people, also are considered as unethical (Ingram, 2015).

 

Exploiting social diagram refers to offensive advertising that regard some group of people as inferior to other group of people, or twisting history, or shaping negative images of certain groups. These information might be delivered both deliberately and accidentally, but the negative influences of advertisements exploited social diagram are evident.

 

Case Analysis

Marketing practices with racial discrimination

In the context of sports, white people had long been more welcome than the black by audiences. Moreover, black people were not permitted to join professional games until 1947. Even today, there are raical discriination in sports marketing, but situations of today have been much better. Famous sports team such as NBA and WNBA have been enged in the activity of promoting racial equality (NBA website).

 

There are more evident unechical practicies in the scope of entertainment marketing.  Last year, the famous Italian magazine Vogue was blamed for racial discrimination as the cover Amercian actress  made up to look like black people, and narraowed her eyes in the picture. According to the global tradition, making up a white actress into black is a discrimination of Black, and the narraowed eye is a kind of discrimination towards the Asian people, as Asians usually have smaller eyes (Yahoo).

 

This was not a unique instance,  similar advertisements can date back to the early period of the 19th century (Picture from history). In 2006, in order to earn public attention for its newly produced white recreational machine — PSP, Sony posted a white actress clutching at a black woman’s throat with gloves to show that the new white machine was more powerful and deserving than the previous black version (Appendix 3). This advertisemtn implicated that the black people were outdated, weak, and has less capability, inferior to the White. 

 

Women as a charming object or inferior to men? 

There were and still have numerous advertisements regarding women as a charming object or sub-human rather than a dependent and thoughtful individuals like males in entertainment marketing. In a Audi advertisement published in China, which was first broadcasted in one of the Chinese largest movie theaters. The entertainment marketing intended to increase the sell of its second-hand cars, but had led to wide controversy among global consumers. The advertisement depicted a plot that when a couple were at the wedding, the mother of the bridegroom suddenly rushed up to the stage, pulling the bride’s nose, ear, and lip rudely in front of the guest to check whether the bride had cosmetic surgery ever. After a series of verification, the mother made a “OK” gesture. The picture was then swithed to the introduction of Audi’s second-hand cars, with voiceovers illustrating“ make important decisions with caution”, and “ satisfactory is based on official certification” (The Sun).  There were also many other similar entertainment advertisement that objectified women as sexy charming object, or housework doer, and sticked labels such as, greedy, simple minded, delicate on women.  

 

An inspiring fact is that people are more aware of it is inappropriate to advertising based on shaping women inferior to men or the like. For instance, femvertising, a compound of “feminism” and “advertisement”, has been popular in large enterprises in recent year. Femvertising aims at advertising by promoting women’s power and empowering women. This concept has soon be adopted by the entertainment marketing.  

 

Disney’s princesses, not only are characters of Disney movies, but also are marketing strategies of Disney. The image and characteristics of Disney princess have huge influence on the young girls perception on their gender role and their behavior and thinking patterns. It is encouraging that Disney’s cartoon movie now has also been shaping different princess than decades ago. Over a long period of Disney’s history, its princess, such as Snow White (1937) and sleeping beauty (1959), usually were shaped as females that earn their “happiness” mostly through their beauty and luck, and has been delivering the value that girls’ happy just equals to marry to a handsome and wealthy husband to audience. Moreover, these movies also ignored the possible friendship between male and female, implicating that women can never or did not worth of friendship of a man. Neverthelss, the 2016 Disney cartoon Moana, did not shape a beautiful princess, but a responsible girl, the daughter of a chief, who was brave and intelligent. She finally saved her people and her friend ( a male god) with her intelligence, braveness, and perseverance.

 

Countermeasures

The fast development and prevalence of information technology and social media enable companies and brands to advertise through various channels without administrative departments’ verification.  In order to eliminate advertisements that exploiting social diagrams or enhancing undesirable stereotypes, relevant government department need to strengthen their supervision and regulation. More importantly, enterprises are required to consciously check what kinds of negative impacts their advertisement would bring before publishing.

 

To some extent, the wide recognition of racial equality and gender equality also provides guarantees for less similar advertisements. Just as decades ago, with the world come to know more about China, and with the improvement of China’s role in the world political and economical stages, there were no longer movies or other entertainment programs regard Chinese people as “the Yellow Peril”. Therefore, the development of Black’s rights and women’s rights have been contributing to less similar discriminations

 

On the other hand, it is evident that the racial equality and gender equality cannot make similar advertisement tactics eliminating, the 2017 Dove’s case set the example. Under this circumstances, public opinion now might serve as a significant source of monitoring and supervision.

 

Conclusion

Ethical issue of marketing practices is of more and more significance in recent years. Enterprises are more supposed to take social responsibility than ever. Exploiting social diagram is an unethical advertising tactic that might offend and hurt many people. To counter this unethical advertising, consumers and enterprises should work together to boycott unethical marketing practices.

 

 

Work Cited

“2015 Cone Communications/Ebiquity Global CSR Study “( Finished in 3 Mar, 2015). Conecomm.

Web. Conecomm. Retrieved on 5 June, 2018.

Showbiz NZ  (4 May 2018), Gigi Hadidi apologises for controversial vogue cover. Yahoo. Web.

Yahoo. Retrieved on 5 June, 2018.  From https://au.news.yahoo.com/gigi-hadid-apologises-

controversial-vogue-080607887.html

Ingram, D 2015, “List of ethical & legal issues when advertising”, Small Business, Web, Small

Business. Retrieved on 5 June,2018.

NBA official website, Retrieved on 5 June, from http://www.espn.com/nba/ .

“ ‘One previous owner’ Outrage as Audi advert in China compares women to second hand cars”,

The  Sun, Web. The Sun, Retrieved on 5 June, 2018. From   

https://www.thesun.co.uk/video/news/outrage-as-audi-advert-in-china-compares-women-to- second-hand-cars/ 

“Sony gets racist. White is coming “(4 July, 2006). NeoGAF. Web, NeoGAF, Retrieved on 5 June,   

     2018. From https://www.neogaf.com/threads/sony-gets-racist-white-is-coming.108694/ 

“USA: Black racist stereotypes used in a Elliott’s Paint and Varnish Company advertisement” 1935,

    Picture from history, Web, Picture form history, Retrieved on 5 June, 2018.

    Form http://www.picturesfromhistory.com/gallery/CPA0025501-0026000/image/267/

“Washing Black into White, can Dove wash away racial discrimination in advertisements” (17

     October,2017), Baijiahao, Web, Baijiahao, Retrieved on 5 June, 2018.

     From http://baijiahao.baidu.com/s?id=1580845605595839472&wfr=spider&for=pc.

 

 

Appendixes

Appendix 1

 

 

 

 

 

 

Figure 1: White is coming

Source: https://www.neogaf.com/threads/sony-gets-racist-white-is-coming.108694/

Appendix 2

 

 

 

 

 

Figure 2: Dove’s advertisement

Source: baijiahao.com (in Chinese)

Note: Since most related pictures were already deleted in English website, I retrieved this picture in a reliable Chinese website.

 

 

 

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