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【关 键 词】传媒,道德,案例研究
Thiscasetalkabouttheethicaldimensionsofhowmarketingmessagearepresentedandwheretheyare.Guerrillamarketinginourlife,someguerrillamarketinglooklikenotadvertising,andconsumerornormalpeopledon’tknowthisisadvertisingornot.Guerrillamarkingalwaysusenoveltywaystoshowproduct,sometimepeoplecan’tbelieveeveryguerrillamarketing,becausetheyarealwaysdoubtthisisadvertisingornot,andindicatedthattherearesomeethicalproblemswithguerrillaadvertisingimplementations.Especiallytheads,whichincludefear-appeal,mayirritatepeople.Also,distractionofattentionintrafficistheotherimportantethicalproblem.Thesekindsofguerrillaadsmayreducetheeffectivenessofadvertisementsingeneralanddislikeofapany’sadmayleadtobiasedreactionstowardsfutureadvertisements.Ethical,legalandsocietalboundariesmustbeconsideredinguerillaadvertisingstrategies.Insummarketersoftodayhavetotakegreaterresponsibilityforthenegativeimpactsofthepracticesofguerillaadvertising.Guerrillamarketinghasaethicsproblemismakeconsumerdoubteverythingisaadvertising,distrusteverything,sometime,guerrillamarketingwill“hurt”consumer,thatincludementalandbodyself.“Companiesattempttoreachprivateworldsofconsumersandgivethemmemorableexperiencewiththeirbrandsbyusingguerrillamarketingtools.“Guerillamarketingmayincludesomedangers.Forexample,adsplacedinthemiddleoftheroadmaydistractthedrivers,thuscausingtrafficaccidents.Inaddition,guerillaadsplacedonpublicbuses,cabs,orprivatevehicles,bothbecauseoftheircontentandtheirdesigncarrytheriskoftrafficaccidentsbyjeopardizingthetrafficflow.Guerrillaadvertising,whichisoneoftheguerrillamarketingtools,usuallyattractstheattentionofconsumersbutsometimesirritatesandannoystheconsumersandevenbreaksthelaw.”Andexplorestheethicaldimensionsofhowmarketingmessagesarepresentedandwheretheyarepresented.ThoseethicalproblemsIfoundfromweb,ethicsproblemsofguerillamarketingincludethetrespassingonprivateproperty,defacingprivateorpublicpropertyandnotgettingpermissionfromthepropertyowners.CurranandSeatonhasarguedthatplacingBurgerKingstickersonbusschedulestoindicatestorelocationsmaybeconsideredanactofvandalism.Picturesorpamphletsplacedillegallyonotherplaces（publicbuses,busstops,buildingwalls）alsopointouttothesameproblem.”Therehasaexampleofethicsproblemguerrillamarketing,thatis“Perlodentad,inatoothpasteadthatisattachedtothebottleopenerapparatusoftheCocaColavendingmachineawomanopeningthebottlewithherstrongandwhiteteethisdisplayed.Whenacustomerusesthebottleopenerpartofthevendingmachineitisthewomanwithherwhiteteeththatopensthebottle,thustheadvertisementaimsatgivingtheimpressionthatthetoothpasteisveryeffective.”IthinkaboutthisguerrillamarketingwithethicsproblemisifapeopleusetoothtoopenaCacaColabottle,thatisdangerous,especiallythatisachild,almost,childrensawthisguerrillamarketing,theywanttodolikethisthat,kidsusuallyimitatethebehaviorstheyfindinteresting.Intheabsenceofaparentoraguard,thekidmayattemptatopeningsuchmetallids,whichmayleadtoseriousinjuries.Infact,“today,amidclutteredmediainaworldclutteredwithmedia,marketers,outofnecessity,arecreatingever-more-inventivewaystogetourattention.”Ithinkguerrillamarketingisnotamistake,Somefeelingfrommyself,Ilikesomeguerrillamarketing,becauseitcangivemesurprise,notlikenormaladvertising,withverygoodartdesign,atnow,peopledon’thaveinterestingtowatchnormaladvertising,whenaudiencewatchingTV,butth
关键词类有关论文范文参考文献
该文来源 http://www.sxsky.net/jiaoxue/020569966.html
Finally,Iwanttotalkaboutmyopinionwithfutureofguerrillamarketing,Ithinkmarketerneedpayattentioninethicsproblemofguerrillamarketing,everyadvertisingisforsellproductthatwithoutdoubt,butbeforethat,Ithingmarketerneedthinkaboutconsumermore,someguerrillamarketinglooklikeverygoodandverynovelty,butitmaybeisapotentialdangerforconsumer,especiallyforchildren,ifaguerrillamarketingbringbloodyaccidentorpsychologicalshadowtoconsumer,itcannotappearintheworld.Butatnow,wehavenotlowwithguerrillamarketing,sofollowmediaethicsguidelineisaveryimportantresponsibilityofguerrillamarketing.Ithinkguerrillamarketingcannotalienationfrompeople,itwillbeconsummateinthefuture,Ibelievewillhavemorepeopletrustguerrillamarketingandlikeguerrillamarketing,itwillpopularthantraditionaladvertising.Ijusthopeitgoodforsellproduct,sametimegoodforconsumerorallpeoplewhowillbeaffect.
REFERENCES
1.“GuerrillaMarketingCommunicationToolsandEthicalProblemsinGuerillaAdvertising”2010,AmericanJournalofEconomicsandBusinessAdministration2（3）：P280-286.
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