Consumer Behaviour, Ethics, and Marketing: Lamb Advertisement Analysis

This report analyzes an Australian lamb advertisement, focusing on consumer behavior, ethical issues, and marketing strategies. The advertisement, promoting Australian lamb, featured various religious figures, sparking controversy due to the inclusion of Lord Ganesha. The report examines segmentation variables, consumer behavior insights, and ethical considerations, highlighting the advertisement's strengths in promoting diversity and the product's uniqueness while critiquing its insensitive approach to religious sentiments. It discusses the advertisement's limitations, such as the mixing of religion and food, and suggests improvements like using diverse individuals instead of religious figures and avoiding demeaning content. The conclusion emphasizes the importance of considering customer sentiments, ethical implications, and accuracy in advertising to avoid negative impacts and ensure global acceptance. The advertisement aimed to connect with consumers through emotional and cultural appeals, but its lack of in-depth consumer behavior analysis and ethical considerations led to significant backlash and boycotts, demonstrating the need for a balanced approach in advertising campaigns.

[Consumer Behaviour And advertisements]
2017

Intr odu ct ion
Advertisements are the way to influence and capture the attention of the consumers. Advertisements need
to be creative, innovative, unique and should be able to bond with the masses. To create interesting
advertisements, the brands use consumer behavior to connect with their mindset, behavior, and emotions
this can drive them to use advertised products and services. Some advertisements are creative which grab
customer thoughts with their appalling messages and contents. Research and evidence have found that the
consumers can connect with the advertisements due to various reasons which can religion, emotional,
sentiments or due to the consumer behavior. An advertisement is an audio and the visual content of the
marketing communication. It needs to be a known personal and sponsored which can promote any
innovative product or services. The advertiser has a control of the message and the advertiser is required
to be paid. It is not personal and not directed to one individual; it is broadcasted for the masses. It can be
communicated through the various mass media (Brownlees, 2017). The advertisements creation can be
broadcasted through various modes and channels such as television, radio, magazines, newspaper and the
content is offered in an innovative message which is appealing and catchy. The advertisements can be
commercial and the not commercial one, while the commercial can be associated with specific brand
products and services in order to promote the sales such as Coca Cola or Colgate. The no commercial one
is usually the advertisements which are paid by the political bodies, religious organisation and the ethical
bodies such as political campaigning etc.. The other types of advertisements are broadcasted by the non
profit organisation which is to create awareness and the follow a modes of persuasion for example
tobacco advertisement, child welfare etc.
Identify the advertisement
The advertisement which I have identified is the marketing campaigning for the Lamb (Armstrong, 2015).
This advertisement is broadcasted to promote Meat and lamb within the Australia which has various
religious figures such as Lord Ganesha, Jesus, Buddha, Scientology, founder Ron Hubbard had a lunch.
They are having a lamb lunch and the discussion is the uniqueness and the promotion of the Australian

Lamb and Meat eating. The main objective is to create awareness and appeal the masses, by making them
understand the benefit of eating the Lamb and meat eating. The campaigning main aim is to establish that
irrespective of the religion and diversities within the Australia, everything can be connected by offering a
lamb lunch. The media channels such as television, radio, newspaper and various public relations have
joined hands in order to promote the Lamb and meat camping within the Australia. It is advertised in the
traditional and modern Australia which is broadcasted for 30 seconds in the television and while
broadcasting online it has 2 minutes of online content to deliver the message of the lamb love. It features
the Australia from different parts are welcomed and to come together for the Lamb barbeque which is
supported by the various ministers and the appalling public relation channels.
The Meat and Lamb advertisement are promoting a product of the meat and lamb. The product is
considered as not vegetarian and part of the food industry (Stobart, 2014). And the type of advertisement
appealing is for the general class and for the all the consumers irrespective of any class, religion or
gender.
Ad ba c k ground
In the advertisement, one can see various religious figures and the Gods along that the founder Ron is
enjoying the lamb meat (Baker, 2013). Religious figures which include Jesus Christ, Buddha, Zeus,
Aphrodite, Moses, and the Hindu god Ganesha. The Meat & Livestock Australia lamb advertisers and
brings a unique campaign by which they aim to bring the range of divinities and various prophets within
the one platform of Aussie outdoor barbecue. They are discussing the benefits and requirements of the
meat and lamb eating. In the advertisements, while sitting for lunch they are seen as discussing not to
bring religion into the lunch table. After this, they also discuss that it is a night mare to follow each and
every dietary requirement while treating all the individuals under one lunch table (Benoit, 2014). Then
they toast towards the Lamb. The God is referred to as a butt of jokes and the catchy content to be seen
was the Buddha jokingly describing the elephant which needs to be addressed. While all the gods, people,
and the superpower enjoys the special lunch along with the Lord Ganesha is seen as eating lamb lunch
and enjoying every coarse of the meat. They also detail by advertising that through the lamb eating, they

are united and not because of any other influential reasons. It has aimed to tell through its advertisement
the need to eat lamb and meat, its benefits over the vegans. The advertisement tagline is the “You will
never lamb alone”.
Ana ly s i s of Se g men t a ti on v a ri ab l es consumer behavior issues
In analyzing the various segments and the variables which are detailing the consumer behavior, it has
seen that while aiming the unique, innovative and catchy advertisement with a content message, they have
approached the masses irrationally (Cantallops, 2014). While through the content and the message, it's
clear what the main and objectivity of the advertisement are. Through the inclusion of the various
religious figures, it has aimed to detail that the Australia is a land of the diverse people. By eating a lamb
barbeque at the lunch table, it has detailed the idea and the benefits of eating a simple and relishing meat.
The message, content and the innovative advertisement is quite unique which has deeply penetrated in the
mindsets of the people. Through this advertisement, they are promoting lamb and meat. It is mainly aimed
for the Australian people and advertisement is accurate if we see it from the ethical and rational approach
of the natives.
While the Australian’s enjoy meat eating, but by including the various religious figures such as Ganesha
it has affected the religious sentiments of the Hindu devotees. They consider the Lord Ganesha as a
vegan, someone who showers kindness to all the animals and humans. The unethical and irrational
approach by broadcasting such advertisement contents has stirred a controversy globally. The followers
of the Hindu religion are deeply hurt and it has stirred an unrest due to the broadcasting of such
advertisements. It has been seen as an insensitive and disrespectful by including such content.
The lamb and meat advertisement the product is well positioned and emphasized of eating the lamb. It has
also differentiated from the other advertisements by showing the lamb barbeque uniqueness which brings
and is enjoyed by all the diverse people of Australia (Beech, 2017). The message is appealing and it is
different from other competitors advertisements such as the promotion of Eggs, Chicken, live poultry etc.
It has an emotional appeal by bringing the message of diverse Australians is united together by eating
lamb. It has a decision making of trying the lamb which is enjoyed by all then to go into the details of the

dietary and following any specific regimes. It also has cultural appeals which emphasis on the various
religious figures. People tend to follow what is been accepted and projected for the region sentiments. By
showing all the Gods enjoying the meant and lamb it is would be actually accepted. The consumer would
be motivated in buying and eating all, due to the similar denotation of showing their God eating. It would
make prompt decisions among the consumers. The other issues related to the product would be benefits,
uniqueness, taste and the consumer preferences which have connected all the individuals under the one
lunch table. This advertisement was launched in the year 2016, though the sales of the meat and lamb
raised in the Australia it had a significant negative effect on the sales globally (Claiborne, 2015).
Ana ly s i s of appea l s used ethical and consumer behavior issues consumer behavior insights
The advertisement has gone into the nitty gritty of the consumer insights by showing the taste,
preferences and the uniqueness of the meat and lamb (Goh, 2013). It is showing a simple and clear
message of not dividing food on the name of the religion. It addresses to bring the world rto one table
instead of segregating and differentiating each and everyone due to the food. It has included a hedonic
perspective while emphasizing on the advertisement. It has not only included the attitudes but the various
consumer behaviors while making an advertisement. It has also considered the consumer and
environmental input. While the natives are only enjoying and eating Australian meat and lamb, if it would
have projected the advertisement slightly more differently, it would have definitely resulted in
tremendous sales worldwide. Therefore, the slight content message should have been evaluated.
This advertisement was launched in September even after the universal condemnation (Hawkins, 2013).
The Hindu’s worldwide boycotted the purchase of the Meat and lamb of Australia. The advertisement is
not using the traditional approach of testing the advertisement and the implications consumer behavior.
Rather it has only focused on a creativity part. Research and evidence have found that the consumers can
connect with the advertisements due to various reasons which can religion, emotional, sentiments or due
to the consumer behavior. As the Australian Meat and lamb only focused on the creation part and
broadcasting the message it has not considered and evaluated the consumer behavior in-depth.it has

projected the message from the viewpoint of the Advertisers. It has not included the consumer attitudes,
social implications, and referent influences. It has only included personal norms which are governing the
advertisements (Juster, 2015).
The advertisers while projected a clear and transparent message but it failed to include the traditional
approach and has only included personal approach while making the advertisements. People are aware of
the meat and the lamb industry and its benefits, but by showing the link in between the meat and the
religion, it has projected the meat industry in the bad spotlight. Apart from Hindu’s, Buddhism also
preaches not to harm anyone living or nonliving.
Identification and discussion of ad verti semen t limit a t ions
Though, the advertisement could have included more uniqueness by not including such religion figures
which are considered vegans and are worshipped blindly (Asongu, 2017). It could have been more
researched and the advertisers could have utilized the better content messages to draw a clear line of the
broadcasted message. While making advertisements, the research could have enabled the errors and the
flaws for a global acceptance. The advertisers could have avoided the controversy by not including the
insensitivity towards the inclusion of the God Ganesha which is used to promote the advertisements
(Perreault, 2013).
Dis c uss i on of Imp r o v emen t s
The discussion points are-:
The religion and food should not have been mixed.
Though it's a good idea to project the diverse Australia under one lunch table, it would have been better if
instead of religious figures, people from diverse background could have been used.

More discussion about the benefits of the lamb and meat could have been discussed,
The advertisement was harsh by labeling the Lord Ganesha as elephant which should have been
eliminated. It needs to be more sensitive with advertisement making (Solomon, 2014).
Various super powers of diverse culture and nations could have been used while making a similar
advertisement.
Demeaning and degrading things should have been avoided.
Conc l us i ons
It is a known, while making appropriate advertisements apart from the uniqueness, innovative and the
appealing content the advertisers should also research over the customer sentiments, behavioral, ethics
and the accuracy of the matter (Ansari, 2017) . It should also abide by the various regulations and
legislation rules. The advertisement has a dominating view of aesthetic product, and while making an
advertisement it has considered being innovative, unique and catchy but it has not included an in-depth
consumer behavior worldwide (Xiang, 2015).

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