Activity 15: Marketing Ethics
Instructions: In class, we discussed how ethics are socially constructed. What is “right” and
“wrong” to one person may not be to another. We have also examined several marketing appeals
advertisers use to persuade consumers to purchase their products. For this activity, you will need
to consult units 7 and 13.
First, take a look at this advertisement: https://youtu.be/SfAxUpeVhCg
Based on the video that you just watched please answer the following questions:
(1) What emotional appeal was used in this video?
The ‘quit smoking advert’ uses pathos to evoke an emotion of sadness in the audience. It
appeals to our responsiveness and empathy. It shows them how sad the child feels after losing his
mother for a minute. It makes people question how their children would feel when left for a
lifetime if a minute looks that sad. The theme of the commercial is to make one feel guilty about
the act of smoking in order to stop.
Was it ethical/unethical?
The innocent boy affects the viewer’s empathy which makes the commercial successful.
However, it is unethical in tha...
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