Examining Manipulative Advertising Through Ethical Frameworks

This essay critically examines the ethical question of whether advertising companies should be allowed to use manipulative advertising techniques. It begins by providing a background discussion on the importance of this issue, highlighting how manipulative advertisements can negatively impact consumers by inducing unnecessary purchases and increasing debt. The analysis incorporates relevant facts, such as the use of actors as experts, the exploitation of attractiveness associations, and the rise of food advertising contributing to obesity. Assumptions made by advertising agencies are identified, including the belief that such practices are legal and contribute to organizational profits. Act utilitarianism is applied to evaluate the ethical question, weighing the positive consequences for companies against the negative consequences for consumers. The essay concludes that manipulative advertisements are unethical because they harm the majority (consumers) for the benefit of a minority (advertising agencies and product sellers), failing to promote the greatest good for the greatest number. The second part of the essay further analyzes the ethical question through the lens of virtue ethics, focusing on the virtues of honesty, justice, and accountability, and applies Kant's categorical imperative to assess the morality of manipulative advertising.

Running Head: APPLIED ETHICS AND SUSTAINABILITY
Applied ethics and sustainability
Name of the Student:
Name of the University:
Author Note

1APPLIED ETHICS AND SUSTAINABILITY
Assignment 1
a. Clearly define your specific ethical question.
Should the advertising companies be allowed to use manipulative advertising?
b. Provide a brief background discussion of your chosen ethical question that explains
why it is important and in need of analysis.
As stated by Rozendaal, Buijs and Reijmersdal (2016) Inherently an advertisement is not
bad but various manipulative tactics are used by advertisement agencies to influence the
consumers in a way which they do not realize. No matter how much the advertisements are
ignored or how insignificant they are in relation to a consumer’s life they affect the consumers in
some way or the other. A person is subjected to advertisements everyday whether on a web page,
television or newspapers. The person may ignore them by stating that "they're just ads" and at
worst they provide a feeling of interruption or nuisance. Difficulties may be faced by a lot of
people in relation to accepting the facts that advertisements are manipulative as they believe that
they have complete control over the choices made by them.
However there are significant negative effects which can be the outcome of manipulative
advertisements. For instance they often induce a person to purchase a specific goods or service
which is not required by him or her. This situation may have a considerable negative effect on an
average person who is not rich and has a limited amount of spending. This also leads to
significant amount of borrowing which creates an undue pressure on the individuals to pay them

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off (Just 2017). Thus in the light of the present situation it is of considerable importance to
analyze the ethical question in context. In the light of ethical theories such as utilitarianism and
deontology the questions which arises are that
Are manipulative advertisements are producing the greatest good for the greatest
number?
c. Identify and fully reference facts relevant to the analysis of your ethical question.
1. Boundaries in relation to who can be considered as an expert are pushed by manipulative
advertisements. As stated by Moriarty et al. (2014) a commercial which features an actor
who acts as a physician on television representing medication it is a form of manipulative
advertisement. The opinion provided by the actor is trusted by the consumer because of
the actors’ fame. The danger which arises in this situation is that the actor, who is most
probably not an expert and has little if any knowledge in relation to advertisements have
provided a misleading information. In a recent Australia case a company has been fined
$2.5m in relation to misleading and manipulative advertisements.
2. The advertisements agencies always utilize the desire if consumers to be associated with
someone who is attractive. The attractiveness between product marketing and
attractiveness is showing a car with an attractive woman to enhance its sale.
3. An advertisements made by Calvin Klein which features a shirtless man with two
attractive women has been termed outrageously unethical by the The Conversation
(2018). The advertisement states that “Hahah a light threesome never hurt anyone.”

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4. It has been stated by Wang, Liaukonyte and Kaiser (2018) that the amount of food
advertisement is increasing in Australia and its manipulative nature is causing people to
overeat and thus result in obesity. According to the statistics provided by National Eating
Disorders and Obesity (2018) more than half the adult population in Australia has a
weight which may pose serious health issues.
5. Another way in which manipulative advertisements are made and cause significant
detriments to the consumers are in form of Puffery. A puffery is in a statement which is
made to induce consumers through exaggerating about the facts of a situation and is not
binding legally. It has been stated by Amyx and Lumpkin (2016) that this is the major
problem which is experienced by consumers.
6. Hidden price is also a significant issue which is faced in relation to manipulative
advertisements. As stated by Fueroghne (2017) considerable problems are faced by
consumers in relation to double price advertisements. The consumers are shown a
different price and charged a different price for the products.
d. Identify 2assumptions which you are required to make to fill gaps in publically available
information relevant to your ethical problem
Assumptions which are made by the agencies which indulge in manipulative advertisements
include the facts that such actions are not illegal in nature and it is up to the consumers to
make a choice of whether they are willing to procure a particular good or service or not.

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Another assumption which is required to be made in the given situation is that manipulative
advertisements are a way of enhancing the profits off an organization and are totally in
compliance with the narrow view of CSR.
e. Analyse the ethical question using act utilitarianism.
The focus of the theory of utilitarianism is in relation to forecasting of negative (net utility
fall) and positive (net utility rise) consequences of an action. The act is ethical if it triggers
rise in net utility (Mill 2016).
Positive consequences
1. A manipulative advertisement enhances the sale of the products which are being
advertised and as a result the companies are able to make more profit.
2. The situation ensures that the advertisement agencies are also able to make profit
3. There is a rise in the advertising sector and employees of such organizations are benefited
Negative consequences
1. The consumers are subjected to significant consumers and there is a chance of them being
mislead and deceived through such advertisements.
2. The consumers are led to purpose products they do not need and do not have the financial
capacity to purchase which leads to increase in their debts
3. The actions also make consumers suffer detriment as they may consider the content of the
advertisement to be true which may eventually turn out to be false and a mere puff.
f. Provide an ethical conclusion.

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It is not provided through the theory of utilitarianism the elements of equity or justice have to be
addressed in order to analyze whether a situation is ethical or not. It only has to be provided that
the action promotes the good of maximum situation.
In the given situation through the analysis of the positive and negative outcomes of the situation
it can be stated that manipulative advertisements are not ethical in nature. This is because the
consumers are much more in number as compared to the advertising agencies and then product
sellers. Where the situation is harming the interest of the consumers who are the majority it
cannot be ethical under utilitarianism

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References
Amyx, D.A. and Lumpkin, J.R., 2016. Interaction Effect of Ad Puffery and Ad Skepticism on
Consumer Persuasion. Journal of Promotion Management, 22(3), pp.403-424.
Fueroghne, D.K., 2017. Law & Advertising: A Guide to Current Legal Issues. Rowman &
Littlefield.
Just, M.R., 2017. Democracy and Political Advertising. Routledge Handbook of Political
Advertising, p.405.
Mill, J.S., 2016. Utilitarianism. In Seven Masterpieces of Philosophy (pp. 337-383). Routledge.
Moriarty, S., Mitchell, N.D., Wells, W.D., Crawford, R., Brennan, L. and Spence-Stone, R.,
2014. Advertising: Principles and practice. Pearson Australia.
National Eating Disorders and Obesity. (2018). Australia's Obesity Statistics in 2017 - National
Eating Disorders and Obesity. [online] Available at:
https://eatingdisordersaustralia.org.au/australias-obesity-statistics-2017/ [Accessed 14 Apr.
2018].
Percy, L. and Elliott, R.H., 2016. Strategic advertising management. Oxford University Press.
Rozendaal, E., Buijs, L. and Reijmersdal, E.A.V., 2016. Strengthening Children’s Advertising
Defenses: The Effects of Forewarning of Commercial and Manipulative Intent. Frontiers in
psychology, 7, p.1186.

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The Conversation. (2018). Calvin Klein's new sexting ads are not only unethical, they may not
even be effective. [online] Available at: https://theconversation.com/calvin-kleins-new-sexting-
ads-are-not-only-unethical-they-may-not-even-be-effective-45676 [Accessed 14 Apr. 2018].
Wang, R., Liaukonyte, J. and Kaiser, H.M., 2018. Does Advertising Content Matter? Impacts of
Healthy Eating and Anti-Obesity Advertising on Willingness to Pay by Consumer Body Mass
Index. Agricultural and Resource Economics Review, pp.1-31.

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Assignment 2
Ethical question
Should the advertising companies be allowed to use manipulative advertising?
A. Identify 3 virtues relevant to the analysis of your specific ethical question. Define
each virtue in no more than one sentence.
The three virtues which are relevant to the specific ethical questions are
1. Honesty – this is the state of being truthful and sincere and not indulging in cheating or
deceit.
2. Justice- this is a state of being impartial, fair and providing a deserved response
3. Accountability- this is the state or quality of being held accountable or responsible (Elliot
2016).
B. Discuss the morality of the act central to your ethical question by comparison with
your 3 chosen virtues
In relation to honesty it can be evidently stated that the adverting agency or the sellers who
indulge in manipulative advertisements do not act according to the virtue of honesty. Honesty is
the state of being truthful and sincere and not indulging in cheating or deceit but through
manipulative advertisements these agencies and sellers are providing false and untrue statements

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and thus deceiving the consumers. For instance through the use of puffery they induce
consumers through exaggerating about the facts of a situation to purchase the goods or services.
In relation to justice according to which one must be impartial, fair and provide a deserved
response it can be stated that there is nothing wrong in relation to the actions of the agencies and
the seller. They are not acting against legal provisions and if they do so they are punished legally
by the Australian Competition and Consumer Commission. Where the situation is addressed
impartially it can be stated that the assumption that consumers have the right to make their own
chose is correct.
In relation to accountability it can be stated that the sellers and advertising agencies are not at all
accountable for their actions. They do not acknowledge the responsibility when any person suffer
losses or injuries by falling in their manipulative advertisement trap.
C. Apply Kant’s categorical imperative by completing the following tasks. You need to
support any yes/no answers with relevant discussion.
i.
The specific rule which provides authority in relation to manipulative advertisements is that
provided through the Australian consumer law. An advertisement has no legal issues if it is not a
bait advertisement and if it is not deceptive and misleading in nature. This means that if a person
having reasonable knowledge if believes such advertisement to be deceptive and misleading in
nature then only can only such advertisements are prohibited (Australian Competition and
Consumer Commission 2018).

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ii.
The general rule in relation to the ethical question in context is that an act cannot be prohibited if
it is not contrary to law. Every human has been provided rights in the society and so have been
the sellers and the advertising agencies. They have the right to indulge in any form of actions
unless such actions are prohibited by law. Thus in the given situation the general rule authorizes
manipulative advertisements.
iii.
Yes the general is the given situation is inherently self-contradictory. This is because the general
rule is to provide protection to the people in the society as well as giving rights to them to make
profit. It is clear in the given situation that even where manipulative advertisements are legal
they have the potential of harming the consumer and thus this situation makes the rule inherently
self-contradictory (Ives 2018).
iv
Yes the general rule violates the moral rules which have been provided by Kant. According to
the practical imperative provided by Kant a person has of treat humans as an end themselves
rather than means of achieving ends. However it is clear that the general rules states that humans
can be used as a means of achieving an end to an extent it is done lawfully ( Bowie 2017). This
means that if a person is lawfully used for achieving an end it is not wrong. However the
practical imperative provided by Kant does not support such rule.
v

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Yes the general rule is contrary to its fundamental purpose. This is because the general rules is to
provide protection to those in the society who are vulnerable to exploitation of the powerful form
being exploited. However, by giving rights to the powerful to exploit people make the rule
contradictory to its fundamental purpose (Ives 2018).
vi
No the act is not ethical in relation to the Kant’s ethical system. The ethical system provided by
Kant states that a person has of treat humans as an end themselves rather than means of
achieving ends, However it is clear that the general rules states that humans can be used as a
means of achieving an end to an extent it is done lawfully (Kant 2014) . In addition a person has
to act in accordance to his duties which he sees as the duty applicable on the whole world and
such duty does not make it reasonable to allow every person to indulge in manipulation.
D. Ethical conclusion
From the above analysis in relation to utilitarianism it has can be stated that manipulative
advertisements are not ethical in nature. This is because the consumers are much more in number
as compared to the advertising agencies and then product sellers. Where the situation is harming
the interest of the consumers who are the majority it cannot be ethical under utilitarianism. On
the other hand in relation to Kant’s theory the act is unethical because here humans can be used
as a means of achieving an end to an extent it is done lawfully. In relation to virtue ethics the act
is not reasonable because it does not comply with two of the three virtues of Accountability and
Honesty and is only in compliance with the virtue of justice (Smith 2017).