In respect to many products consumer ethics play a huge role
in the decision making process relative to what we buy. This concept is
arguably the reason behind company focus on brand image and company values.
However when advertising a product which in some respects isn’t ethically
acceptable in society (Alcohol) marketers need to take consumer values into
consideration in order to market their product effectively. Due to changes in
societal values these companies now have to abide by regulation (government)
bodies and family values in the community as they know bad values association
is bad for business.
Due to these social and legal constraints there are
restrictions on when certain products can be marketed e.g. no alcoholic
advertisements on television before 8pm. These companies now have to follow a
strict code of conduct which involves eliminating any sort of alcoholic or
binge drinking association with their product.
In these instances some companies have taken to market their
product in association with drink smart or drink classy campaigns. Take the
example below for Ketel One Vodka, with a few suave men sitting around a table
playing poker. The aim of this is to position their product in a category of
smart drinking or superior good.
Another very controversial aspect in alcohol advertising is
sponsorship of sporting events due to the young crowd which can be exposed to
these messages and the culture of alcohol immersed into sport. For years now
Victoria Bitter has sponsored Professional cricket series in Australia and in
recent years has sparked ethical debate about exposing kids to alcohol
advertising at a young age.
Post By Rory
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