The Lowest Moment in Advertising Essay Example | Topics and Well Written Essays - 750 words

The Lowest split second in Advertising - Essay ExampleWhile motion picture companies all over the realness use this advertising tool to advertize the favorable reviews their movies pick upd, Sony Pictures went ahead of the game. They invented their own critic by the mention of David Manning and under this name wrote fake favorable reviews for not just the Knights Tale except also for Hollow Man, The Animal, The Patriot and the Vertical Limit (Lawrence and Webber, 2010). Sony Pictures Entertainment Sony Pictures Entertainment (SPE), formerly known as Columbia Pictures Entertainment was found in 1987 in California. SPE is subsidiary of Sony Corporation of America. Sony Corporation of America is set ahead a subsidiary of Sony Corporation based in Tokyo, Japan. This multinational media conglomerate produces and also distributes motion pictures and video serials. SPE is one of the giganticgest media and technology conglomerates that provide entertainment in the form of movies, tel evision, and technology to more than 140 countries rough the world. It reported total revenue of more than seven billion in 2010 (Sony Pictures, 2011). Where Sony failed With an organization as big and as established as Sony Pictures, this kind of advertising was not expected. The use of David Manning in numerous much(prenominal) advertising projects led Sony Pictures to incur a fine of 1.5 million pounds (BBC News, 2005). While Sony Pictures can easily call up from the financial aspect of the situation, it is the resulting brand value that creates challenges for the company. This particular advertising approach has affected Sony Pictures on divergent scales and aspects. Social, Ethical, Regulation aspects Advertising has quickly become one of the five largest industries of the world. We are constantly exposed to advertising. nevertheless when we do not realize it, advertising moulds our lives in such a manner that we are being constantly hypnotized with it. This has raised co ncerns among various critics who demanded the need for regulatory practices on advertising. The government was forced to commence notice to protect the interest of the consumers against false advertising. However, even when the government has posed sanctions on certain types of advertising, kind and ethical issues still arise which are outside the boundaries of these laws and here companies must take on their integrated social responsibility to ensure good practices. On the social level, advertising interacts with the consumers to educate them, create a feeling of happiness and generally improve on the standards of living (OGuinn, Allen and Semenik, 2008). However, the use of David Mannings review created the blow effect. It misled the consumers through wrong information and those who went to watch the movie based on the review did not receive the level of satisfaction that they expected from a movie that was favorably liked by a critic. From an ethical stand point, advertising is supposed to be honest, fair and sensitive. Even if we often assume creative pass to sell products through advertising, ethically we are required to ensure that the advertising is not deceiving. The use of David Manning was curiously deceiving since no such review was written and no such critic even existed at The Ridgefield Press. such(prenominal) practices in advertising are called deceptive