If advertisers can provoke us into agreeing with a moral case or that their product/brand is 'doing the right thing' we may feel obliged to support them by buying their product
Once established it is much more difficult for us to change our buying habits as it would involve betraying our values - buying factory farmed chicken when we know the rearing conditions versus buying more expensive organic corn fed chicken.
We agreed a list of ethical messages that could be used in adverts:
•The brand is good for the planet /
Other cultures
•
•Respectful of the world / other
cultures
•
•Benefits others – fairtrade; donations to charities/causes
•
•The brand is responsible – sources of
products/ production conditions
•
•The brand does not reinforce or
encourage stereotyping
•
•Does no harm – environmental issues
•
•Does much good – fairtrade etc [sustainable]
•
•The brand supports our moral values
Here is an advert for Kenco coffee that aligns Kenco with the struggling people against the menace of gang crimes in South America. Look at the way the ethical position is established - the advert is called Kenco vs Gangs
We now need to take a case-study of Dove - a brand that is credited with being a front-runner in the ethical / cause related marketing. In 2004 a Dove survey made some alarming findings as to how women saw the idea of an image of unattainable beauty that was media created but one they felt impelled to follow for fear of being ridiculed.
The Dove campaign dubbed itself The Campaign for Real Beauty and established what it called The Self Esteem fund. It launched with the following advert during Superbowl 2006 and paid over $2 Billion dollars for the slot.
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