There have been some ethical issues in Marketing, and some people may blame that marketing contributes to some negative social outcomes. Advertising has been accused of depicting idealized images of people and their lives and it somehow create an idealized image of what one’s life should be like. Therefore, if there is a discrepancy between me and advertising, it may make people feel dissatisfied.
Models in the ads are young, smart and thin, because these ads represent society’s ideal concept of men and women and they exemplify traits that many men and women will never achieve. Therefore, it may lead to a comparison between ads and him/herself, which was driven by outside influence. According to research, young women do compare themselves with models in ads and that such self-comparison can affect self-esteem. Advertising can have an unintended but negative impact on how satisfied men and women are with their appearance.
Fortunately, some companies are trying to flipping the stereotype marketing campaign. In fashion industry, demand for plus-size models is up and you can see different types of women are showing in fashion products and ads. Dove’s campaigns for Real Beauty feature different types of women rather than the super-thin young women, intended to serve as a starting point for societal change and act as a catalyst for widening our definition of real beauty.
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