14-11 and 14-12 Marketing Ethics Racist Promotion? the ad, but it did not stop a
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14-11 and 14-12
Marketing Ethics Racist Promotion? the ad, but it did not stop a related scholarship competition. The of its promotion campaigns, the "Citra 3D Brightening Girlscompetition offered a 100,000 baht ($3,200) prize for the college Search." Citra Pearly White UV Body Lotion is marketed as a student best demonstrating "product efficacy"-that is, the whit skin-whitening product. Skin whitening is popular in many Asian est skin. The company claims its products help people countries because lighter skin color is associated with higher about themselves and enhances their self-esteem. economic status. However, this belief is not created by market ers. Anthropologists point out that Asian cultures, and Thailand in particular, have long histories of associating darker skin tones with outdoor peasants and field workers and lighter skin tones with higher socio-economic status. Citra's advertising was criticized because it showed two female students-one lighter- skinned than the other-and asked them what would make them "outstanding in uniform." The darker girl seemed confused and didn't answer, while the lighter girl answered with Citra's prod uct slogan. After considerable social media outcry, Citra pulled A Unilever brand in Thailand ran into some problems with one feel good 14-11 Since lighter skin and skin whitening are popular in Thailand, is it wrong for marketers to offer and pro- mote products that encourage this belief and beha ior? Explain why or why not. (AACSB: Communication Reflective Thinking; Ethical Reasoning) Find other examples of marketers creating controversy by promoting culture-based products that could be viewed as inappropriate by others outside of that cu ture. (AACSB: Communication; Reflective Thinking) 14-12Explanation / Answer
1) As per my view, this is wrong for marketers to offer and promote products that encourage such behavior. They can launch this product without showing such discrimination on Television. When, people will use this whitening cream then it is possible that many side comments and behavior might be communicated by others in the society. On ethical ground, Unilever should not sell such products with a promotion of clear cut discrimination.
2) In recent year Super Bowl’s commercial showing that a boy will never fly or travel was criticised by many viewers that it has negative attraction of depression. In the year 2011, the united color of Benetton has released an adverts showing world top leaders are kissing to each other. This ad was criticized by Chinese people and even in the USA.
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