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Ethics in Print Advertising
Ethics in Print Advertising
In the world of design and graphics, advertising plays an important role. As designers, we possess the ability to influence and shape public perceptions through our creations. However, with this power comes a responsibility to adhere to ethical principles that guide our decision-making process. Design ethics in advertising play a crucial role in maintaining integrity, fostering trust, and contributing to the overall well-being of society.
Ethical Considerations
Ethical Considerations
There are many different issues and ideas that relate to ethics in advertising. Four key ideas and examples are presented below. They are:
Truthfulness and Transparency
Diversity & Inclusivity
Social Impact
Environmental Sustainability
1- Truthfulness and Transparency
1- Truthfulness and Transparency
A fundamental ethical principle in advertising design is the commitment to truthfulness and transparency. Designers should ensure that advertisements accurately represent the product or service being promoted. Misleading visuals, false claims, or deceptive techniques not only erode consumer trust but also tarnish the reputation of the designer and the brand. Honesty in communication is key to building a lasting and positive relationship between the consumer and the advertiser.
Irene Photography (2015) 'Ethics in Digital Photo Manipulation' URL
Example - Olay 'Definity'
Example - Olay 'Definity'
In 2009, an Olay ad for its 'Definity' eye cream showed former model Twiggy looking wrinkle-free — and a whole lot younger than her then-60 years. It turned out the ads were retouched, according to The Guardian.
The British advertising regulator ASA banned the ad after Liberal Democrat lawmaker Jo Swinson gathered more than 700 complaints against it. The digitally altered spots were deemed to give a "misleading impression of the effect the product could achieve."
Olay's parent company Procter & Gamble responded that it was "routine practice to use post-production techniques to correct for lighting and other minor photographic deficiencies before publishing the final shots as part of an advertising campaign."
Business Insider (2016) '18 false advertising scandals that cost some brands millions' URL
2 - Respect for Diversity and Inclusivity
2 - Respect for Diversity and Inclusivity
Designers must embrace diversity and inclusivity in their work, reflecting the rich tapestry of the global audience. Avoiding stereotypes and promoting a positive, inclusive image contributes to a more socially responsible advertising landscape. By celebrating diversity, designers can create campaigns that resonate with a broad audience and foster a sense of unity and acceptance.
Lunio (2020) 'The Top 8 Most Recent Controversial Ads. Unethical Ads Examples' URL
Example – Nivea 'White Is Purity'
Example – Nivea 'White Is Purity'
Nivea is a German skincare brand that is known for manufacturing antiperspirants, face creams, and plenty of other cosmetics. To promote one of their new invisible antiperspirants, Nivea decided to use the tagline “white is purity” on their social media campaign. The ad featured a woman wearing a white top while looking out the window with the slogan in bold blue letters.
This ad was just one of a number of other ads from the same campaign to promote their new product.
As you can probably see from the advert above, the choice of words for this campaign was very poorly chosen. To make things worse, they specifically aimed the campaign at people in the Middle East which caused many people to call the advert racist.
In addition to this, many right-wing groups started to promote the advert with some going as far as saying Nivea was the official alt-right antiperspirant. Eventually, Nivea released a statement about the controversial ads and immediately withdrew them after realising the wording and context offended many viewers.
3 - Consideration of Social Impact
3 - Consideration of Social Impact
Every design choice has the potential to influence societal norms and values. Designers should be mindful of the potential impact of their work on individuals and communities. Avoiding content that perpetuates harmful stereotypes, promotes unrealistic body images, or encourages negative behaviours is essential. Instead, designers can use their skills to advocate for positive change and contribute to a healthier, more inclusive society.
Mihailidis, K. (2019) 'Avon’s Body Shaming Ad' URL
Example – Avon 'Anti-cellulite'
Example – Avon 'Anti-cellulite'
The campaign appeared in a brochure for Avon's North American customers. The series of ads promoted its 'Smooth Moves Naked Proof' anti-cellulite cream as a tool to combat the condition that causes lumps and bumps over the body's surface.
The beauty brand has been accused of capitalising on people’s insecurities by presenting cellulite as a defect, rather than a normal body feature, which between 80-90% of women will experience in their lifetime.
In one ad, the copy reads 'dimples are cute on your face (not your thighs),' against the backdrop of a giggling, cellulite-free woman.
Actress Jameela Jamil called upon Avon to "publicly denounce this campaign or you will continue to fall under the umbrella of beauty industry companies that break women to sell to them products."
Avon’s official Twitter account for its USA operation responded to Jamil, saying the ad “was intended to be light-hearted and fun but we realise we missed the mark.”
In a public post across its social media channels, Avon apologised and told customers it was removing the campaign.
The Drum (2019) 'Avon pulls anti-cellulite campaign as it's accused of abusing body-positive movement' URL
4- Environmental Sustainability
4- Environmental Sustainability
The design industry, including advertising, has a significant environmental footprint. Ethical designers should prioritise sustainable practices, from selecting eco-friendly materials to minimising waste in production. Embracing sustainability not only aligns with ethical principles but also reflects a commitment to the well-being of the planet and future generations.
Greenwashing is the practice of making brands appear more sustainable than they really are. It may involve cynical marketing ploys, misguided PR stunts, or simply changing the packaging of an existing product while continuing to use unsustainable ingredients or practices. It’s a way for companies to appear like they care while also increasing their profit margins, as they’re fully aware that eco-conscious people are willing to part with more money for sustainable products.
MPK (2015) 'Coca Cola Life , A Healthy Addition ?' URL
Example – Coca-Cola 'Life'
Example – Coca-Cola 'Life'
Coca-Cola Life, packaged in bright green, has 35 per cent less sugar and fewer kilojoules than the enduring original because of its use of a plant extract, stevia, a sugar substitute.
But health campaigners said the reduction to 10 teaspoons of sugar in a 600ml bottle made little difference in terms of health impacts.
Professor Amanda Lee of Queensland University of Technology, and former chair of the National Health and Medical Research Council's Dietary Guidelines Working Committee, said the $10 million launch was an example of "greenwashing".
In conclusion, design ethics in advertising are a cornerstone of responsible and impactful design practice. By upholding principles such as truthfulness, inclusivity, social responsibility, environmental sustainability, and privacy protection, designers can contribute to a positive and ethical advertising landscape. As future designers, it is essential to recognise the far-reaching effects of our work and to embrace ethical considerations that promote a better, more responsible future.
SMH (2015) 'Coca-Cola accused of 'greenwashing' with launch of sugar-reduced Coke Life' URL
For Your Portfolio
Create a title in your portfolio, called 'Ethics in Advertising' and print one (or more) of the following designs which you will analyse.
C level (ish)
C level (ish)
Accredited & Tertiary
-Explain why it is important for designers to consider the potential social impact of their work.Accredited
-Identify in the following print advertisements which of the four ethical issues it breaches and explore how.Tertiary:
-Identify in the following print advertisements at least two of the four ethical issues it breaches and explain why it doesn’t contribute to positive and ethical advertising.
B level (ish)
B level (ish)
Tertiary:
-Complete previous steps
-Print both of the ads provided and explain why they don't contribute to positive and ethical advertising
-Consider which you believe is the less ethical ad of the two and explain whyAccredited:
-Identify in the following print advertisements at least two of the four ethical issues it breaches and explain why it doesn’t contribute to positive and ethical advertising.
A level (ish)
A level (ish)
Tertiary & Accredited:
-Complete previous steps
-Find an example of a print advertisement that you think features one of more of the ethical issues discussed and analyse it the way you have for the provided examples.
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