Alcohol Advertising Laws

Advertising is the ultimate means to inform and assist us in our daily decisions or is it just an extremely powerful form of mass deception used by companies to persuade their prospects and customers to buy products and services that 'they do not need? Consumers in the global village are exposed to increasing the number of commercials and advertising spending is increasing accordingly.

It will not be an exaggeration if we conclude that we are "soaked in the rain cultural marketing communications" on television, press, cinema, internet, etc. (Hackley and Kitchen, 1999). But thirty years ago when the marketing communication tools have been used primarily as a product-based tactical means, maintaining the mixture of promotion and advertising in particular focuses on signs and semiotics. Some argue that the marketing efforts "are finally" turning the economy into a symbol so that means something to consumers (Williamson, quoted in Anonymous, Marketing Communications, 2006: 569). An important consequence is that most contemporary ads "are selling us ourselves" (ibid.)

The above process is influenced by the commoditization of products and the blurring of consumer perceptions of the supply companies. In order to differentiate and position their products / services companies today use advertising that is often seen not only in bad taste, but also deliberately intrusive and manipulative. The issue of bad publicity is topical to the point that organizations like Adbusters have adopted the tactics of subversion - revealing the true intention behind the modern advertising. The magazine Adbusters editor Kalle Lason commented on the activities of communication corporate image building of large enterprises: "We know that oil companies are not really friendly to nature, and tobacco companies are interested not really ethics "(Arnold, 2001). On the other hand, the "ethics and social responsibility are important determinants of these gains in the long term survival, long-term profitability and competitiveness of the organization" (Singhapakdi, 1999). Without communication strategy which revolves around ethics and social responsibility concepts of total quality and customer relationship building become elusive. However, there may be no easy formula for clear ethical marketing communications.

ADVERTISING - Precious INFORMATION OR HANDLING vicious?

To get an overview of consumer perception on the role of advertising, we examined a number of articles and conducted four in-depth interviews. A number of research papers reach opposite conclusions. These vary from those declaring that "the ethical conduct of an enterprise is an important factor in purchasing decisions" and that consumers "will reward ethical behavior a willingness to pay higher prices for this product enterprise "(CREI and Ross Jr., 1997) to other stressing that" while consumers may express a desire to support ethical companies and punish unethical companies, their behavior actual purchase is often affected by ethical problems "and that" the price, quality and value outweigh ethical criteria into the purchasing behavior of consumers (Carrigan and Attalla, 2001). Focusing on advertising as a communication tool most important marketing, we constructed and conducted an interview consisting of four themes and nine questions. The conceptual framework of this paper is built on these four themes.

Theme I. Ethics in Advertising

The first theme consists of two introductory questions on ethics in advertising in general.

IA How would you define ethics in advertising?

The term "business ethics is" moral, organizational ethics and professional ethics "(Isaac, quoted in Bergadaa, 2007). Each industry has its o.