Questionable Marketing?

Akanksha Kapil’s blog post about PETA’s advertisement addresses some ethical issues.  The main issue is that PETA targets children by positioning their billboards near schools.  However, it should not be a question of whether or not it is ethical, but rather an analysis of how effective a technique it is.

In this instance, one feels a sense of sympathy towards children because they are seen as vulnerable and easily impressionable people without the necessary tools to deal with such a strong message.  We could participate in a heated debate regarding the social implications of this advertisement and whether or not it is ethical, but we can all agree on the facts.

Objectively speaking, this advertisement did not break the law in any way and it is not propaganda.  If it were propaganda, it would be biased or misleading.  This advertisement is perfectly legal and does not hide anything from the audience.  In fact, it is a fantastic marketing technique because it shrewdly targets its audience through its location.  By viewing this marketing technique in an unbiased way, one can assess its great effectiveness, while disregarding whether or not it is ethical.