There is no such thing as Ethics in Advertising
When John C. Maxwell published his book “There’s No Such Thing As “Business” Ethics” it was mainly about Enron a famous company that declared bankruptcy after admitting to using accounting practices that had inflated its income figures by $586 million over a four-year period. That was in late 2002, the company went belly-up, employees’ retirement savings were all but wiped out, and millions of investors lost a total of more than $60 billion. Investors were stunned. And then the questions came: How could something like this happen? Why did it happen? Who let it happen?
So it’s under stable that there are no ethics in business, but since advertising falls under business does it make it acceptable to have unethical advertisements as well? Well this depends on the company and on the perspective of the public in terms of advertisements.
For years, Coca-Cola and PepsiCo have been at odds in the beverage category, pushing each other forward in the race for market share, innovation, and advertising impressions. Perhaps the best illustration of this war between Pepsi and Coca Cola is when a little boy walks up to a vendor machine to buy pepsi, but he couldn’t reach the button, so he then buys two coca-cola’s, places the cans on the floor, steps on them for leverage to finally buy his pepsi can, and he does!
In Jordan similar concepts are being initiated by telecom rivals Zain Jordan and Orange Telecom. It all started with Zain Jordan’s advertisement prompting Apple Products
I thought it was an indirect humiliation to apple with a sense of humor, and I could be biased by saying so ad I am extremely disappointed with the services of Orange Telecom that has proved to be horrible in terms of Customer Service, but then again it did one way or another, “hint” that orange wasnt that good.
It wasn’t until earlier this morning that a colleague at work, shared the latest orange advert with me prompting their new IPhone!
When I first saw it, i thought it was a Zain Advert, because of the logo in the background, it wasnt until later that i spotted the orange logo in the far left corner. I personally think Orange took it to an extreme to actually using zain’s logo to go with their slogan “bedoun laf ou dawaran” and really find it unethical. It is one thing to “hint” indirectly with a sense of humor and another issue actually using your competitors logo to “directly” trash them.
In either case, the Orange concept is a good come back, but not that well executed in terms of design, at least not when comparing the amazing art work that gets executed by the art directors for Zain Jordan.
I was talking to my friend has about the unethical attempt Orange in this ad to make Zain Jordan look bad, and he imagined a concept of ZainJo retaliating to Orange’s ad by creating an advert with an angry man with a rotten orange in his hand that’s been squeezed to the max, the orange is obviously dripping juice with a creative slogan that says “Oranges are best served fresh”. In English: Orange is so out-dated
For now am just going to sit back and enjoy the “advertising” war between those two companies, am sure they are just getting started…
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