https://www.youtube.com/watch?v=0atgOxcxqwE

In the world of business, specifically in regards to marketing, the exploitation of sexism and stereotypes used to attract attention is definitely not a new concept. The commercials above clearly allude to the popular stereotypes of blonde girls, and although many may find these commercials witty and amusing, is this strategy truly necessary? In my opinion, using such unethical practices of advertisement not only undermines the victims of such false accusations, but it also directly damages the standard and reputation of the company and its members. There are countless other methods by which a company can attract customers and trigger word of mouth advertisement, but such exploitations of stereotypes continue to be used as a gimmick.

In a business class last year, we briefly discussed the topic of Business Ethics, and how crucial it was for business owners to start out with the correct mindset. We were told to write down a set of our morals and principles we believed in, and are reminded to abide by these rules even as our business success grows. For instance, in internationally known companies such as Apple or Mercedes Benz, business ethics are constantly being ignored; it’s a wonder if the never-ending strive for profit and success truly diminishes company principles. If companies were to pause from the hectic whirl-wind of competition and profits, would they be able to assess and correct their behaviour? Would they be able to look at their marketing strategies objectively, and analyze whether or not they’re crossing any ethical boundaries?

Ultimately, the world of marketing is a complex one, and we can never genuinely understand why a company selects a specific marketing scheme. However, what we can do is to not give in to the invisible pressures of such unethical marketing strategies; if we truly believe they’ve crossed the line with their advertisements, we could consciously decide not to support such actions, even if it simply means not purchasing the good/service.