Developing Marketing Awareness about Ethical Values in TV Commercials

Abstract

Ethical values are essential for personal character and fostering trust, respect, and harmony. They transcend cultures, beliefs, and societies, offering a framework for understanding what is right, just, and fair. In TV commercials, ethical values are crucial for effective advertising practices, ensuring honesty, fairness, and social responsibility. Transparency is essential for trust and understanding, while honesty and humility are essential for a healthy media environment. Ethical advertising in TV commercials involves fairness, social responsibility, respect for consumer autonomy, cultural sensitivity, environmental ethics, authenticity, privacy, and data ethics. Fairness ensures commercials do not exploit vulnerable groups or manipulate audiences in unethical ways. Social responsibility promotes positive values like environmental sustainability, diversity, and community well-being. Environmental ethics promote sustainability by highlighting eco-friendly practices, while authenticity focuses on creating genuine connections with the audience. Stereotypes should be avoided, and accountability is essential for brands and advertisers. Ethical values in TV commercials benefit both consumers and brands, fostering trust, empowering informed decision-making, and promoting a positive media environment. However, the food industry often employs misleading advertising tactics, health misinformation, and exploitation of vulnerable populations, particularly children. These practices exploit consumer trust, lead to unhealthy eating habits, and normalize overeating and poor nutrition. To address ethical issues in food advertising, a multifaceted approach involving regulation, corporate accountability, and consumer education is essential.