ISSUES IN PROMOTIONAL CULTURE Essay Example | Topics and Well Written Essays - 1750 words

ISSUES IN promotional CULTURE - Essay Example..*In contemporary marketing discourses, brand and advertising have conform to to assume centre stage, a company is no longer defined by the product it creates and the image it projects. The increasing focus on mark and advertising as promotional tools has brought into question the sincere foundation of marketing practice in general and the office of unethical branding strategies in contingent (Clifton, 2009). This shift in attention has allowed companies to emotionally manipulate consumers into purchasing products, which they have, little or no real information about, from your morning coffee to the latest piece of throwaway technology.Brands today atomic number 18 the face of organisations and are strategically modelled to convey a strong message about the companys values and beliefs as well as attitude towards issues concerning the consumers (Fisher & Vallaster , 2008). They are highly visual symbols which tend to stimulate co nsumers perceptions and influence their acquire behaviour. branding strategies carry a much stronger message and are highly effective means of communication intended to deliver a twofold attack on the consumer they aim to elevate the product attributes as well as the organisation as a whole (Zaltman, 2002).However the use of unethical branding strategies is likely to affect a brand image, the consumers, and bring into question the ethical foundation of the companies endorsing the product (Hawkins & Mothersbaugh, 2010). Branding strategies must be designed effectively in order to prevent any unethical messages or content that may harm or upset the target group. Over the years various types of branding strategies have emerged which can be categorised as unethical, however despite the outcry companies continue to let off such practices. Some of the most common instances of unethical branding and marketing strategies include shock advertising, use of excessive sexual references and