6 2 Integrity of Communication

Summary

This script explores the ethical implications of advertising in connecting with customers. It discusses the spectrum of communication from persuasion to coercion, highlighting the risks of manipulation and the importance of transparent, honest messaging. The speaker uses examples of advertising techniques, such as 'assumption' and 'technique,' to illustrate how brands can mislead consumers. The talk emphasizes the critical role of ethical communication in building trust and avoiding damage to brand reputation, especially in the age of social media where information spreads rapidly.

Takeaways

• 😀 Advertising is a form of communication between buyers and sellers, extending beyond word-of-mouth to reach a broader audience.
• 🔗 Social media and digital marketing have revolutionized advertising, allowing for real-time interaction and immediate feedback from consumers.
• 📊 The communication spectrum in advertising ranges from simple persuasion, highlighting product features, to coercion, which can involve pressuring buyers into purchases.
• 🚫 Ethical concerns arise when advertising uses psychological manipulation or exploits consumer vulnerabilities, potentially damaging brand trust.
• 🔑 Transparency and honesty are crucial in advertising to maintain consumer trust and avoid misrepresentation of products or services.
• 🛑 Coercive advertising tactics, such as creating a sense of urgency to buy, can be unethical and harmful to the品牌形象.
• 🔄 The homogenization of products has led to a shift in advertising focus from product differentiation to more aggressive marketing techniques.
• 👀 Advertising can subtly abuse consumer relationships through 'assumption' and 'technique', which involve making unspoken implications or connecting unrelated ideas.
• 📉 Deceptive advertising practices, such as 'Quaker Oats' misrepresenting reduced sugar content or 'Natrell' overemphasizing bacterial content, can lead to legal consequences and brand damage.
• 💬 Clear and straightforward communication is essential to avoid misunderstandings and maintain ethical standards in advertising, especially in sensitive areas like insurance or healthcare.

Q & A

What is the primary purpose of advertising according to the script?

The primary purpose of advertising is to communicate between people who want to buy stuff and people who have stuff to sell, reaching a wider audience than word of mouth.

How has social media changed the way sellers and buyers interact?

Social media allows sellers to connect immediately with buyers in real time, and it has given buyers the ability to rate and evaluate the integrity and ethical behavior of sellers through ratings and comments.

What is the ethical concern when advertising moves from persuasion to coercion?

The ethical concern is that coercion may intimidate buyers into making purchases, which is not in line with allowing customers to make free will choices and can damage the brand's reputation, especially in the age of social media.

What is the difference between 'assumption' and 'technique' in advertising?

Assumption in advertising involves manipulating consumers by tapping into their subconscious beliefs about what is desirable, such as youth or beauty. Technique, on the other hand, is connecting two unrelated ideas to misrepresent the product, making consumers believe they are connected.

Why is it considered unethical to use assumptions about societal values in advertising?

Using assumptions about societal values in advertising is unethical because it manipulates consumers by leveraging their beliefs about what is considered good or beautiful, potentially leading them to make purchases based on false premises.

Can you provide an example of advertising by technique mentioned in the script?

An example of advertising by technique is Quaker Oats marketing their cereal as having 'one third less sugar' when in reality, the package size was reduced, thus deceiving consumers about the actual sugar content.

What is the importance of transparency in advertising as discussed in the script?

Transparency in advertising is crucial because it ensures that the communication with customers is honest and not manipulative. It helps in maintaining trust and a positive brand image, especially in the context of social media where information can spread quickly.

How can advertising that is not transparent or ethical affect a brand's reputation?

Non-transparent or unethical advertising can lead to a damaged brand reputation as consumers may feel deceived or manipulated. This can result in loss of trust, negative social media feedback, and potential legal consequences such as fines or the need to destroy misleading packaging.

What is the significance of the pleasure principle in the context of advertising as discussed?

The pleasure principle is significant in advertising as it refers to the understanding of what motivates consumers to make purchases. Advertisers may target these pleasure buttons to influence buying decisions, raising ethical questions about whether this constitutes manipulation.

Why is it essential for advertisers to be aware of the gray area between persuasion and coercion?

Advertisers must be aware of the gray area between persuasion and coercion to avoid unethical practices that could lead to negative consequences for the brand. It's essential to strike a balance that respects the customer's autonomy while effectively communicating the product's value.

How does the script suggest advertisers should approach communication with vulnerable groups like children and the elderly?

The script suggests that advertisers should be particularly careful and ethical when communicating with vulnerable groups like children and the elderly, ensuring that their advertising does not coerce or unduly influence these groups, and that it remains transparent and honest.

Outlines

00:00

📢 Advertising and Ethical Communication

The speaker begins by connecting the concept of the pleasure principle to advertising, emphasizing the importance of ethical management in communication with customers. Advertising is described as a broad-reaching form of communication between buyers and sellers, facilitated by new mediums like social media and digital marketing. The speaker discusses the dynamic nature of buyer-seller interactions on social media, where buyers can rate and evaluate sellers, influencing the ethical behavior of sellers. A spectrum of communication is introduced, ranging from persuasion to coercion, with examples of coercive advertising tactics. The paragraph concludes with a cautionary note on the dangers of manipulation in advertising and the importance of allowing customers to make free choices.

05:00

🧠 Exploiting Psychological Triggers in Advertising

This paragraph delves into the psychological aspects of advertising, questioning whether tailoring messages to a consumer's lifestyle or pleasure triggers constitutes manipulation. The speaker addresses the ethical implications of using psychological understanding to persuade consumers, suggesting that such tactics might be seen as using consumers' own psychology against them. The paragraph also introduces the concept of 'assumption' in advertising, where advertisers exploit societal beliefs about beauty, youth, and other values to manipulate consumer choices. The speaker warns of the potential damage to a brand's reputation if such tactics are perceived as coercive, especially in the age of social media.

10:01

🛒 Advertising Techniques and Deceptive Practices

The speaker provides examples of deceptive advertising techniques, such as 'technique' and 'assumption,' which mislead consumers by creating false connections or assumptions about products. A personal anecdote about Quaker Oats is shared, where a marketing claim of 'one third less sugar' was misleading due to a reduction in package size, not actual sugar content. The paragraph discusses the negative impact of such practices on brand trust and the legal consequences that can follow. The speaker stresses the importance of transparent and honest advertising to maintain consumer trust and avoid the repercussions of deceptive marketing.

15:03

👶 Ethical Considerations in Advertising to Vulnerable Groups

The final paragraph discusses the ethical responsibilities of advertisers when targeting vulnerable groups, such as children and the elderly. A case study of an insurance company in Quebec is presented, where a telemarketer simplified a discount offer to 'buy two, get one free' to make it more understandable for customers. The supervisor's intervention highlights the importance of accurate representation to avoid miscommunication and maintain trust. The speaker concludes by emphasizing the critical nature of transparent and ethical communication in advertising, especially in a market where information can spread quickly through social media.

Keywords

💡Pleasure Principle

The Pleasure Principle is a concept from psychoanalysis, referring to the tendency of humans to seek pleasure and avoid pain. In the context of the video, it is used to discuss how understanding this principle can help in advertising by targeting consumers' desires and pleasures, thereby influencing their purchasing decisions.

💡Communication

Communication is the process of exchanging information, ideas, or feelings. The video emphasizes the importance of ethical communication in advertising, ensuring that the message is transparent and honest. It is highlighted as a key aspect of connecting with customers, with examples ranging from simple persuasion to more coercive tactics.

💡Advertising

Advertising is a form of communication intended to persuade an audience to take some action, typically to purchase a product or service. The video discusses the ethical considerations in advertising, such as avoiding manipulation and ensuring that the communication is not deceptive.

💡Ethical Management

Ethical Management refers to the application of ethical principles in the management of a business. The video connects this concept to advertising by stressing the need for businesses to maintain integrity and honesty in their advertising practices to build trust with customers.

💡Social Media

Social Media is a platform for social interaction using the internet, allowing users to create and share content. The video mentions social media as a powerful tool for businesses to connect with customers in real-time and as a medium where customers can evaluate and rate businesses, thus influencing the brand's reputation.

💡Persuasion

Persuasion is the act of convincing someone to do or believe something. In the video, persuasion is discussed as a legitimate form of communication in advertising, where the goal is to inform the buyer about the features and benefits of a product without resorting to manipulation.

💡Coercion

Coercion is the act of persuading someone to do something by using force or threats. The video contrasts persuasion with coercion, warning against the latter in advertising as it can lead to ethical issues and damage the brand's reputation.

💡Assumption

In advertising, assumption refers to the implicit beliefs or values that advertisers rely on to influence consumers. The video gives examples of how advertisers might use societal assumptions about beauty or youth to manipulate consumers into buying products.

💡Technique

Technique in advertising refers to the methods used to create a message that connects unrelated ideas, often to mislead or deceive consumers. The video provides an example of 'Quaker Oats' advertising 'one third less sugar' by reducing the package size, which is a deceptive technique.

💡Transparency

Transparency in advertising means being clear, open, and honest about the information presented to consumers. The video stresses the importance of transparency to maintain trust and avoid the perception of manipulation or deception.

💡Manipulation

Manipulation is the act of influencing someone to act in a desired way by indirect or deceitful means. The video discusses the ethical implications of using psychological manipulation in advertising, questioning whether it is fair to use consumers' desires against them.

Highlights

The concept of the pleasure principle is introduced as a basis for understanding consumer behavior.

The importance of ethical management in advertising to maintain a positive brand image is emphasized.

Advertising is described as a communication medium between buyers and sellers, extending beyond word of mouth.

The evolution of advertising through new mediums like social media and digital marketing is discussed.

The dynamic nature of buyer-seller communication on social media platforms is highlighted.

The spectrum of communication from simple persuasion to coercion in advertising is outlined.

The ethical implications of using psychological triggers in advertising are examined.

The danger of appearing coercive in advertising due to the immediate feedback on social media is noted.

The concept of 'assumption' in advertising and its potential for manipulation is explained.

The technique of connecting unrelated ideas to misrepresent a product in advertising is criticized.

A real-life example of deceptive advertising by Quaker Oats is shared to illustrate the concept of 'technique'.

The negative consequences of misleading advertising on brand trust are discussed.

The case of Natrell milk and its misleading 'many times less bacteria' claim is analyzed.

The importance of transparent and honest communication in advertising to avoid legal repercussions is stressed.

An example of misrepresenting an insurance offer and the potential for customer trust violation is provided.

The necessity for clear and understandable communication in advertising to prevent misunderstandings is emphasized.

The overall importance of ethical and transparent communication in advertising to protect the brand's reputation is summarized.

Transcripts

okay so

now that we've

spoken

about the pleasure principle

hopefully you understand the concept

clearly

so let's take a look at some of the ways

that we connect

to our customers and certainly

um

when we use the connect the word connect

rather i think it's reasonably safe to

also use the word communicate

so i want to talk to you today

about

communication

through the medium of advertising

so that we can appreciate

how we apply the principles of ethical

management

to the vehicle

of advertising as part of the way that

we connect and relate

to the customer

now on a simplistic basis advertising is

just a way to communicate between

people who want to buy stuff and people

who have stuff to sell

instead of word of mouth which is one

person talking to the next person it's a

form of communication that has a very

wide uh reaching

uh scope and allows the buyer to excuse

me it allows the seller

to engage a much bigger portion of his

target market

than if he would try to basically talk

to each person

one-on-one

now today it's an amazing weapon for

business because we have all kinds of

new mediums

the most significant of which are

obviously social media

and digital marketing

today with social media

a seller

can connect immediately with a buyer

uh in real time

have a whole discussion and and make the

sale

and by the same token social media has

given

the buyer a tremendous

tool

that allows them to rate and to evaluate

the integrity

and ethical behavior of the seller and

we see that in all those little ratings

and

and comments that the buyers

leave

it's a very dynamic and fluid

environment

when we are

communicating

with a customer

there is kind of like a spectrum of

communication that we have

that runs from simple persuasion where

we're trying to make the case for our

product

to coercion

where we are trying to

intimidate

the buyer to buy the product

you can kind of sometimes see it there

are these commercials now

on tv for uh

for these

companies that sell cars on the internet

and they have all of these scenarios

where the person has gone into the used

car showroom and he's really being

coerced

and forced to sign a contract and buy

the car or you don't get the deal today

at this minute

so we understand that that concept

definitely exists

from an ethical perspective

we can move along that same

continuum when we use persuasion

what we are trying to do

is communicate with the seller sorry

with the buyer

about the features and the

and the

important things

that our product has

but as

products become more and more

homogeneous and we can't tell the

difference between them

so you'll see that the marketing and the

communication tends to move along

that

that continuum and kind of swing into

that

zone of coercion and i'm going to cover

that example in the story i'll tell you

um about quaker oats once we get a

little further on you'll see what i'm

talking about

so

we are trying in our communication

that uh

to to

allow the customer to make a free will

choice

while at the same time getting our

message out there

so we are trying as a

concept in principle not to manipulate

the situation

however there's a tremendous danger

in that happening

first of all if you understand what my

pleasure button is

your messaging is going to be targeted

towards that pleasure button because you

understand that's the reason why i buy

stuff

so if i'm buying a product for a

lifestyle

connection

you're going to feature that lifestyle

in your

communication to me and the question is

going to be is that some form of

manipulation

are you using my psychology basically

against me

um

so we'll have to see how that plays out

and we're going to talk about that a

little bit later

the danger of course is that we don't

appear to be coercive

and because that will if it comes back

against us especially now with social

media that will damage the brand

so hopefully you can understand that as

we move along the spectrum

and we're moving from persuasion to

coercion

there is this giant gray area in the

middle and it's something you have to be

cognizant of

because again because of social media

because the of the fluidity of

communication

we have to be very careful

that when we present our story to the

customer

it's transparent

it has integrity it's honest and it

doesn't appear to be

manipulative

or as they might say

fake news

so there are two ways that we can subtly

abuse the consumer

relationship that we have

these are called one of them is called

assumption and the next one is called

technique

the use of

assumption

is reaching deep into the psyche of the

person

and understanding those things that

they don't even understand about

themselves on a surface level for

example

youth is considered

something good

by our society

um

a certain size is considered beautiful

and other sizes on either side of that

whether greater or lesser

are not considered beautiful

those are subtle things

they're not

spelled out and they're not necessarily

even a part

of this of the of the produced message

um

therefore

by assumption what happens is if i

present my product

as being youthful

if i present my product if it's makeup

for example as not giving you wrinkles

as making you beautiful

and i show you pictures of people that

are in the weight range that is

considered to be beautiful

or the color range that's considered to

be beautiful or however you want to

understand it i am manipulating you

through a technique that is called

assumption

because you believe that in order to be

beautiful

you've got to buy this product that i'm

selling whether it's clothing

makeup

a location you know a vacation

locale there are many different ways

that we can use

this type of assumption

you know back in the 50s they used to

have

models sitting on top of cars

and since most of the cars were targeted

towards young men between the ages of 25

and 45

there was this assumption that if you

bought that car you'd end up with a

girlfriend that looked like the girl

that was sitting on the car

that probably never happened

but there was an attempt to communicate

to you

using this methodology called assumption

and that would be considered unethical

because your product doesn't provide the

girlfriend

and and therefore the suggestion that it

does is a problem

the other

technique of advertising

that

that is that is used

is something that's called technique

now

technique is basically

telling you and connecting two unrelated

ideas

which you think are connected

and in that connection and that

conflation

uh they misrepresent the product and

i'll give you my classic story and then

i'll give you a few others

quaker oats

has an instant cereal that they sell all

different flavors

and

i'm in the i'm in the grocery store i go

by the aisle i normally don't buy it

because it has so much sugar in it

but i see that that now

they've got this giant uh on the

packaging giant banner

that reads one third less sugar

now that makes a big difference for

someone like me who's trying to avoid

eating sugar

so i said you know what i got to get it

i love the taste of this and now i can

have uh you know this included in my

in my uh breakfast

so i buy the cereal i get it home

and my wife looks at it

and she says let's see what's in the

claw in the cupboard because i think

we've got some of the stuff there and

sure enough we put a package she looks

at both of them

she says uh

you see a difference between the two of

them you know i'm looking at quaker

roads

uh apple and you know apple and cinnamon

flavor apple and cinnamon flavor i don't

know they both look exactly the same to

me i don't see the difference

so

normal response from her is look more

closely not going to help but i look

more closely i still don't see the

difference

she says look at the packaging size

the original package

was 345.

the new package was 228.

of course there's a third less sugar

there's a third less food in the package

that's called

advertising by technique

it's deceptive

and all of that product was by the way

removed from the store shelves

and it's terrible for a brand

because once that becomes known

the trust factor for the brand

diminishes

there was another case like that

with uh nattrell

the trell makes milk which is a pretty

homogeneous product

they had a giant uh

going across their milk cartons

that said many times less bacteria

so the minute the average customer hears

the word bacteria

that frightens them

because nobody

wants bacteria

in their

you know their food

and many times less bacteria makes it

appear as if there's something unique

about their milk

that's way better than any other milk

because certainly they have many times

less bacteria compared to other milk

the reality of the case was

that the nattrell milk

was 97

bacteria free because you need some

minimal bacteria in the milk to make it

healthy

and the competition

which means all the other milk companies

were 96.7

less bacteria

so the difference was point three tenths

of one percent

how does that become many times

that doesn't seem like it's even

significant

and the end result in their case was

that they were

obliged they paid a fine to the

government

for misrepresentatives advertising and

they were obligated to have all of that

packaging returned to them

and the packaging was destroyed and the

milk inside

obviously couldn't be recycled and so it

was destroyed

so you can see that these

attempts to

communicate

using uh subtle techniques

at the end of the day they don't they

they don't really work effectively

and they don't really protect the brand

and especially today

with social media

and with the ability for people to

communicate virtually

immediately

it becomes a very wise choice on the

part of the seller

to be careful that all of the

advertising and communication that they

have

is far more transparent

and far less subject to misunderstanding

we want to be sure that people have

the ability to make real free choice

and that they are not being coerced or

unduly affected

especially vulnerable groups like

children

in some cases

and the elderly in other cases

there was a case

in quebec

of an insurance company

who

was trying to sell insurance

and

uh

there was a they were using

telemarketing as their methodology

and basically the promotion that the

insurance company had come up with

was that if you buy

three of their products together

you would get

one third off the price

of the three products

so they had one of their representatives

that was working there

and he was calling people up and he saw

that with many of the people he called

it was difficult to explain to them

what one-third off meant

because many of them didn't really grasp

math easily

and they just didn't understand

so he simplified it for them

he said look if you buy two you get one

free

that's pretty simple it's the same thing

as getting one third off

but people were listening to buy one buy

two

get one free

all the calls from the from all

telemarketing of course are monitored

and when his supervisor heard that

conversation

she called him into the office and she

said

you know i realized that you're

producing tremendous results he his

sales shot up like 48

but she said um

you can't keep doing that

because you're misrepresenting the

product to the customer

he said what do you mean

it's costing them exactly the same

if they would have spent thirty dollars

let's say ten bucks for each one of the

different products we sell

so we're giving it to them for twenty

that's the same as

buy two get one free and they don't

understand one-third off

it's a whole complicated explanation and

they don't get it at the end anyway

she says i hear you

but please understand that when the

customer gets the bill

and they're only going to see

a one-third off

so they're going to see that they're

being charged for all three insurance

policies and only at the bottom of the

page where we calculate the amount due

are they going to see the one-third

reduction

and since they're already having a

problem as you've explained

understanding what that means

they're going to feel as if they're

being charged

for something that they were told was

free

and

naturally since it's an insurance

company

that will appear to them to be a

violation of trust

between us and them

and then the end result will be

that all the sales you've made will be

cancelled because they'll feel that we

misrepresented the product to them and

so we don't want to have

that issue

so

communication with your customers as you

can see

is critical

it's important

and especially in today's marketplace

according to the

strategy that you employ you have to

make sure

that your communication is transparent

and ethical

you