Problematic Advertising

Alexandra White
aw946814@ohio.edu

Problematic Advertising

Advertisers' Obligations 

Just like journalists and PR professionals, those in the strategic communications and advertising fields have a moral obligation to remain ethical when communicating with the public. Advertisers must remain truthful in order to inform the public honestly as well as to encourage competition in the marketplace.

Advertisers must also be cautious as to how they frame their messages in video and graphic advertisements.

Many companies have come under fire (especially on social media platforms) for tasteless advertising. Many of these companies did not fully consider the ethical conflicts in their advertisements and have since damaged their reputation because of careless advertising.

Controversial Pepsi Commercial (2017)

In early 2017, Pepsi released an ad starring reality TV star and model, Kendall Jenner. The commercial attempted to reflect the current political climate of America. Protests take place in the streets while certain characters are showcased. 

A violinist plays his instrument and watches the protests taking place outside of his apartment, a Pepsi can in his hand. A photographer sorts through her photographs before throwing them aside, grabbing her camera, and joining the protest. 

All the while, Kendall Jenner plays an oblivious, upper class model who is working a photoshoot as the events take place. Eventually, the violinist invites her to join the protest. She takes off her wig, wipes her makeup, and joins. 

A diverse cast of people from various races, cultural backgrounds, religions, gender identities, sexual orientations, etc. stand before a police force blocking the street. Kendall Jenner offers an officer a Pepsi, and the conflict between the groups seemingly ends.

This commercial was extremely problematic, because it oversimplified the struggles of the marginalized groups portrayed in the commercial. When considering the real life events that influenced this commercial, the ad comes across as tactless. Real people voicing their beliefs about real issues— like anti-racism, anti-police brutality, anti-Islamophobia, etc.— should not be a platform to sell a soft drink.

Pepsi has since apologized for the ad.

Ashley Madison

A controversial company in it of itself, Ashley Madison is famous for promoting infidelity. The online dating service targets people, most often men, who are already in committed marriages. The dating service is meant for married people who want to have an affair.

In 2015, two men ended their lives after the website was hacked, and information about their affairs was released.

Controversial Ashley Madison ad from wooplus.com

The ad above brought the issue of body shaming to the public eye. Not only is it promoting marriage betrayal, but it is also blaming a woman and her body shape for her husband's infidelity. 

Advertisements are notorious for negatively affecting women's self-esteem and self-image by strictly reinforcing impossible beauty standards, especially in terms of body shape. In a culture that is attempting to promote diverse body types, the general public considers this ad shameful and tasteless. 

This ad also over-sexualizes women, a major source of controversy in advertising. Hardee's was notorious for their scandalous commercials featuring women in bikinis sexually eating Hardee's foods. The commercials have since been pulled because of the controversy surrounding them.

Conclusion

Advertisers are responsible for the content they generate. They must be aware of the ethical dilemmas they face when producing content. 

Advertisers have an obligation to promote and uphold the reputation of the brand they are representing. Careless advertising is not tolerated by the public for which it is intended. Advertisers must closely analyze their ethical situations before producing, creating, and releasing content.