In today's environment, it has been noticed that the major part of a company's capital is spend o... more In today's environment, it has been noticed that the major part of a company's capital is spend on advertisement of their products. The present study tries to investigate the ethical problems that are found in advertisements. The objective of this study is to evaluate ethical issues, ethical misconducts in celebrity endorser's and ethical problems in content and message of advertisements. The data was gathered through questionnaire from 12 universities of twin cities i.e. Islamabad and Rawalpindi of Pakistan. The SPSS software is used to conduct reliability, validity and regression analysis. The results of study reveal that advertising messages ethics and advertising appeal have significant relationship with advertising effectiveness. The statistical result also showed that there is significant effect of advertising message with advertising effectiveness. The findings of study reveal that celebrity endorser's ethics have insignificant effect on advertising ethics. From the result of this study it is shown that among Pakistani younger segment, there is little value of what celebrity endorser own past is and they are more inclined towards what are they selling. The results of advertising appeal and advertising message shows that people rejects the current practices of Pakistani media and advertisers and they are of the opinion that marketer and advertiser should be more ethical and follow the cultural values of Pakistani society. 1. INTRODUCTION The general belief among advertisers is that advertising messages delivered by celebrities provide a higher degree of appeal, attention and possibly message recall than those delivered by non-celebrities. Marketers also claim that celebrities affect the credibility of the claims made, increase the memorability of the message, and may provide a positive effect that could be generalized to the brand. Despite the potential benefits they can provide, celebrity advertising increases the marketers' financial risk. Indeed, it is believed that using celebrities are an unnecessary risk unless they are very logically related to the product. Gallup conducts a poll in which people are asked to rate the honesty and ethical integrity of practices of people of different industries. The result shows that car salesman on ethical chart are given lowest score just above them were advertising companies and professionals [1]. Limited research has focused on the ethical dilemmas faced by advertising practitioners. While consumers are increasingly emphasizing on responsible and ethical advertising practices, advertising practitioners are not doing well in addressing the ethical challenges that is creating unrest among consumer circles and marketing scholars. The problem arises when marketers uses controversial themes, sexist images, inappropriate and immoral language to gain popularity among the public. The advertisement that contains any of the themes are said to be unethical advertisement. It has been found lately that companies are using scandalous themes in their product to create artificial buzz. They also employ means that are deemed controversial by many industry experts and scholars. For consumers the product is the sum of its material use to build that product and the image that is created to position in the mind of customers, the problem nowadays is the part of product that is concerned with the image building is getting more importance in media advertisements Literature suggests that moral and ethical issues in marketing should be attended with sincerity as marketing as a discipline is charged with recognition, anticipation and satisfaction of the needs and wants of customer at the same time keeping the business profitable. Some of the ethical problems are due to lack of unified explanations of what is ethics. Cultural also creates problems for marketers as there is no single definition of marketing ethics and varies from culture to culture. John Mill's advocates utilitarian's principles when it comes to ethics [2]. He said ethics should help the people in increasing their happiness and pleasure and minimize their worries and woes thus increasing number of beneficiaries of the service. His ideas are of basic nature of human needs and he says
In today's environment, it has been noticed that the major part of a company's capital is spend o... more In today's environment, it has been noticed that the major part of a company's capital is spend on advertisement of their products. The present study tries to investigate the ethical problems that are found in advertisements. The objective of this study is to evaluate ethical issues, ethical misconducts in celebrity endorser's and ethical problems in content and message of advertisements. The data was gathered through questionnaire from 12 universities of twin cities i.e. Islamabad and Rawalpindi of Pakistan. The SPSS software is used to conduct reliability, validity and regression analysis. The results of study reveal that advertising messages ethics and advertising appeal have significant relationship with advertising effectiveness. The statistical result also showed that there is significant effect of advertising message with advertising effectiveness. The findings of study reveal that celebrity endorser's ethics have insignificant effect on advertising ethics. From the result of this study it is shown that among Pakistani younger segment, there is little value of what celebrity endorser own past is and they are more inclined towards what are they selling. The results of advertising appeal and advertising message shows that people rejects the current practices of Pakistani media and advertisers and they are of the opinion that marketer and advertiser should be more ethical and follow the cultural values of Pakistani society. 1. INTRODUCTION The general belief among advertisers is that advertising messages delivered by celebrities provide a higher degree of appeal, attention and possibly message recall than those delivered by non-celebrities. Marketers also claim that celebrities affect the credibility of the claims made, increase the memorability of the message, and may provide a positive effect that could be generalized to the brand. Despite the potential benefits they can provide, celebrity advertising increases the marketers' financial risk. Indeed, it is believed that using celebrities are an unnecessary risk unless they are very logically related to the product. Gallup conducts a poll in which people are asked to rate the honesty and ethical integrity of practices of people of different industries. The result shows that car salesman on ethical chart are given lowest score just above them were advertising companies and professionals [1]. Limited research has focused on the ethical dilemmas faced by advertising practitioners. While consumers are increasingly emphasizing on responsible and ethical advertising practices, advertising practitioners are not doing well in addressing the ethical challenges that is creating unrest among consumer circles and marketing scholars. The problem arises when marketers uses controversial themes, sexist images, inappropriate and immoral language to gain popularity among the public. The advertisement that contains any of the themes are said to be unethical advertisement. It has been found lately that companies are using scandalous themes in their product to create artificial buzz. They also employ means that are deemed controversial by many industry experts and scholars. For consumers the product is the sum of its material use to build that product and the image that is created to position in the mind of customers, the problem nowadays is the part of product that is concerned with the image building is getting more importance in media advertisements Literature suggests that moral and ethical issues in marketing should be attended with sincerity as marketing as a discipline is charged with recognition, anticipation and satisfaction of the needs and wants of customer at the same time keeping the business profitable. Some of the ethical problems are due to lack of unified explanations of what is ethics. Cultural also creates problems for marketers as there is no single definition of marketing ethics and varies from culture to culture. John Mill's advocates utilitarian's principles when it comes to ethics [2]. He said ethics should help the people in increasing their happiness and pleasure and minimize their worries and woes thus increasing number of beneficiaries of the service. His ideas are of basic nature of human needs and he says
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