Marketing Lies: Right or Wrong ?

by King23 on Février 10, 2017 - 1:14pm

Marketing is a great way of promoting and influencing trends, products and convincing buyers to buy. A specific issue can raise concern on how more and more campaigns are miss leading because of the use of  “white lies” to increase consumer spending. Some famous companies such as Fit Tea, Protein world and many more,  encourage weight loss and promote their products as perfects tools to achieve this goal. Many marketing methods of persuasion used can be easily manipulated to trick the consumer. For example, “before and after” pictures or consumer reviews can be tampered with, and altered to convey an image that attracts potential consumers to become real customers. Conflicts between unsatisfied consumers and companies are more common nowadays. 

A big dilemma sets itself between two approaches: Lying to customers to increase profit, or promote truthfully to garantie customer loyalty. This sets the approches in a similar teleological point of view categorized in a doctrine called Utilitarianism. According the Cambridge online dictionary, utilitarianism is “the system of thought that states that the best action or decision in a particular situation is the one that brings most advantages to the most people.” The first approach, gives companies the right to lie and convey a specific images to attract consumers. According to utilitarianism, this approach is right since the company will make a lot of profit, thus paying well all workers and maybe creating new jobs by expanding the company. This approach puts in favour all members of the company thus making it the right approach. Another approach can put consumers in a more favorable position. In fact, if companies promote truthful advertisements, they can almost guarantee customer satisfaction and consumer loyalty. In the long run, they can affectively bring advantages to the consumers. It is very hard to determine what is right and what is not.

According to Merrill, to determine a faire solution is to “bring the greatest happiness (or pleasure) to the greatest number” (Merrill, 16). In other words, because consumers are unlimited and outgrow the members of the company, the right approach is to satisfy and follow customer’s demands. This means that companies must think about the customer’s needs and happiness instead of making profits. This will imply creating a smart and truthful advertisements in order to promote a right customer relationship approach. 


Work cited :


Merrill, John C. "Theoretical Foundations for Media Ethics." PDF. N.p., n.d. Web. 10 Feb. 2017.



"Utilitarianism Meaning in the Cambridge English Dictionary." Utilitarianism Meaning in the Cambridge English Dictionary. N.p., n.d. Web. 10 Feb. 2017.