An Analysis of Puffery in Advertising Slogans

Halim, Farahani; Ahmad, Zulkarnian; Azmi, Nor Jijidiana; Omar, Nor Azikin Mohd

doi:10.6007/ijarbss/v10-i7/7478

Cited by 1 publication

(1 citation statement)

References 5 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…The utilitarian ethical theory applies in the present crisis to explain cosmetic products and how advertising could influence human rights or actions to obtain quality products rather than advertisements that could damage the choice of customers. Halim et al (2020) said the analysis of cosmetic or beauty advertising should be carried out to allow consumers to engage more closely in beauty advertising and provide the language tools to retrieve product claims in advertising. It enables us to examine how consumers can challenge the utilitarian approach through the debate on beauty advertising.…”

Section: Marketing and Management Of Innovations 2021 Issuementioning

confidence: 99%

Cosmetology advertising perspectives: application of ethical theories during COVID-19 crisis

Vasudevan¹,

Aslan²

2021

MMI

View full text Add to dashboard Cite

In a pandemic, there are no egalitarians because all citizens cannot treat equally, and a failure to consider ethical concerns before taking action led to a massive and preventable loss of life. As a result of the pandemic, there is a strong ethical or moral imperative to consider how to help the most generous people usage healthy products. Utilitarianism and Kantian have become popular ethical theories that state the right actions that layout clear and actionable principles. This paper reviews (1) how Utilitarianism and Kantianism theories could produce benefit arguments on ethical purchases of cosmetic products from an advertising context, (2) how these theories contributed in the context of COVID-19 to help reduce any harmful health issues via advertising, and (3) Utilitarianism and Kantian theories have proven useful during the COVID-19 pandemic, according to case studies of cosmetics products and advertising in Western and Asian contexts. In addition to these two ethical theories, this paper discussed other issues. The purpose is not to argue which theory is the only relevant ethical theory but to contend with pure utilitarianism. Kantian's finding was similar to the topic argument in other ways. However, both theories reviewed as the most effective way to help societies identify and perceive the necessary costs of goods values. Before adopting utilitarian or Kantian theories, the community must clearly understand these two theories' merit values in product advertising. In such a crisis, ethical theories practices should implement in all areas because ethical challenges would determine whether or not advertisers around the world adhered to ethical standards in devising new and innovative marketing strategies, practices, or tactics for the transition to this new norm.

show abstract

Section: Marketing and Management Of Innovations 2021 Issuementioning

confidence: 99%