Examine a business issue of your choosing that has ethical implications.
For example, research the arguments (both for and against) regarding advertising to children, paying a living wage, requiring union membership, or selling tobacco.
Research and present the leading opinions and comment on the validity of the arguments. Which side is more compelling? Why?
Introduction
Every organization uses different traits or techniques to attract customers and sell products and services. Role of advertisements on different media channel is critical, as it is the main source of attraction. However, some companies, to gain the competitive advantage or enhance the sales, use unethical traits in the advertisement. It is destructive and beyond the expectations of many stakeholders. McDonald Company has faced some ethical issues in the marketing process. The elaboration with different arguments is as under.
McDonald Unethical Advertisement for Children
McDonald’s marketing process is exceptional, as it has attracted many customers around the globe. It is a prominent fast-food company in the United States and operating in many countries. Recently, the company depicted an advertisement for children to sell sandwiches. With the perspective of the company, the intention is to increase the sales. However, it has been revealed that the company has exploited the childhood grief to take business benefits. It is unethical, as the company has played with emotions of children to get advantages (Wang, 2017).
Exploiting Childhood Grief
Being a top fast-food giant, the company has exploited the childhood grief. In the ad, an orphan remembered his father and tried to resemble things. He did not find something to remember and became sad. He moved to the McDonald. When he tried to have his first bite, his mother reminded him of his father’s preferences in McDonald. It was also a favorite sandwich of his father. It fascinated him, which forced him to make repetitive decisions. It is the exploitation of childhood grief, which has been violently opposed by marketers and customers (Singh & Kaur, 2011).
Causing Upset
This controversial and unethical advertisement upset the society. For Instance, it hurt many orphans. It seems unethical to exploit the grief and force customers to each sandwich. Why should a child eat a sandwich when remembering his father? Obviously, not all fathers would like the McDonald’s sandwich in their lives. Thus, it looked unethical or against the social norms, which put the customer and sales in the threat. It was the marketing issue, which forces the companies to apologize and pull the campaign (Preethi & Rao, 2013)
Unethical Implications
Other unethical implication is the pain that the customer can depict when eating McDonald sandwiches. The intention of any business should not increase the pain in the society just for selling products. The company started exploiting the painful past of children, which could create a negative impact on study, growth, and career.
Arguments for Advertisement
With the perspective of the company, the purpose of this advertisement was not to hurt children. The management of the company wanted to engage customers in justifying the social responsibility. The company wants to depict the solidarity with orphans and share the pain, which is never grief exploitation. It is a social integration, which has been emerged as a main strategy of companies to increase customer relations and take business benefits.
Arguments against Advertisement
There are several arguments, which are against this advertisement. The company is playing with emotions of children, which can disappoint them. Especially, in the learning and growth stage of life, McDonald is using these children to increase sales and positioning benefits. The intention of this advertisement is the competitive positioning. When a child remembers his late father, he cannot relate it to the burger or sandwich.
Another argument against this advertisement is the controversial marketing process of the company. When a child makes a decision accordingly, the company can increase the price. Exploitation of grief and emotional integration are two power sources, which can help the company increase prices and increase revenues. In result, the advertisement becomes unethical, as social engagements are less visible than business benefits (Malik, 2012).
Leading opinions and comment on the validity of the arguments
Different people, including customers and experts, have provided their opinions. For Instance, some people argued that why McDonald uses this trait in the advertisement despite having other many options to attract and engage customers. The story of kid’s dead father, to be repetitively shown on media channels, can make his life sad.
People on different social media channels are quite assertive to post their comments. Some people think that this advertisement is quite sweet. According to people’s perception, it is the best way that the company can help kid remind things of their lives. It is an attractive initiative by McDonald for society, which definitely drives some business benefits as well.
Compelling Side
The most compelling side is the unethical exploitation of childhood grief. The argument, which has been presented against this marketing issue is pertinent, as it caused an upset in the society. Instead of remembering the dead father through nuggets, burgers, and sandwiches, people should enhance interactions with their loved ones. Using childhood grief to sell fast food in different regions is not ethical, as products should be sold through attracting customers regarding taste, quality, price, differentiation and different brand stories (Singh & Kaur, 2011).
Conclusion
In the end, it is to conclude that ethical business consideration is the key to success, and McDonald Company is quite up to it. In the competitive fast-food market, the company management envisioned to attract customers through controversial advertisement traits. Exploiting something is not an attractive trait, as it can convert the customers. To keep the reputation of the company and brand image, the McDonald management must have to combine both, the society and business ethics to engage customers effectively. The company was not intended to exploit pain, as it tried to think differently, which became controversial.
References
Malik, G. (2012). The Unethical Practices of Food Advertisements Targeted at Children: A Parental Viewpoint. IUP Journal of Marketing Management; Hyderabad, 11(2), 46-61.
Preethi, K., & Rao, T. S. (2013). Ethical Aspects of Indian Advertising – A Critical Reflection. Journal of Commerce and Management Thought; Pune, 4(3), 704-717.
Singh, S., & Kaur, J. P. (2011). The Impact of Advertisements on Children and Their Parents’ Buying Behavior: An Analytical Study. IUP Journal of Marketing Management; Hyderabad, 10(3), 18-41.
Wang, A. B. (2017, May 17). McDonald’s ad accused of exploiting childhood grief to sell sandwiches. Retrieved from https://www.washingtonpost.com/news/business/wp/2017/05/17/mcdonalds-ad-accused-of-exploiting-childhood-grief-to-sell-sandwiches/?utm_term=.36b67bf1a618
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