The development of marketing has reached its peak to a point where some marketers have gone too far in their techniques to promote products.
It is very important to recognize the value, promotion has added to the value creation of a product. Consumers are now more aware at the value of the products they buy mostly due to greater communication by advertisers.
However, some have gone far to abuse this useful way by communicating to their customers in ways that raise sensitive discussions in our society.
The Volkswagen Terrorist commercial may be considered one of the most racist commercial in recent history.
From the commercial video below, an Arab terrorist is seen in a new Polo automobile. In front of a busy restaurant, the terrorist inside the Polo car attempts to commit suicide bombing at the scene but he fails due to the strength exhibited by the new Polo car which resists completely the explosion.
It makes sense this would be an eye catching video that consumers who search to buy stronger cars would immediately remember before they go by their purchases.
However, times have changed and one has to be conscious of the external environment surrounding the organization.
The issue of racism is a very sensitive one from the past still lingers into minds of many. The organization cannot afford to take its employer brand name and the brand name of the organization against a whole group of people who could be potential buyers. Again, there are serious ethical considerations based on human rights that could make the company lose millions of dollars in law suits.
Hence, though there are multiple opportunities to attract new customers, marketers should constantly be careful in their ad campaigns not violate any law especially one based on a sensitive issue like racism.