College Business Essay

Question

1.Define the following terms:

“weasel words” (give examples)
“legalese” (give examples)
“puffery” (give examples)
brand loyalty- (as it relates to advertising with children)
CARU (who are they/ what do they do?)
“Ad Creep”
green fatigue

2. Short Answer

Define and explain “The Consumer’s Magna Carta” and discuss how Abercrombie may have ignored or even outright violated any or all of them.
Describe how the concept of consumerism is changing the way in which companies attract new business.
Using page (Specific Controversial Advertising Issues) as well as the articles for this chapter, describe how Abercrombie and Fitch may have incorporated some controversy. deceptive, or questionable practices.
Upton Sinclair’s, The Jungle, was written over 100 years ago, yet many people feel the book is still relevant. Compare and contrast how things are both the same… and different.
Define “drip pricing” and explain why the FTC has issued a warning about it.
Explain the significance of the Magnuson-Moss Warranty Act of 1975.
In your opinion, how has “age compression” affected the way in which companies (like Abercrombie) advertise their products?

3. Activity: Ad Creep!

Submit your assignment by selecting Module 5 Assignment.

Go to the Movies website and watch a trailer for one of the movies. Then, answer the following questions.
Did you see an advertisement before the trailer?
Do you think seeing an advertisement before a trailer is an example of “ad creep”? Why or why not.

Answer

Business Ethics: External Stakeholders Issues

Terms

Weasel words” refer to words that are used to qualify a statement so as to make it intentionally ambiguous and therefore misleading. These are words that make it seem as is something very meaningful has been said when in essence this is not the case. For example, phrases such as ‘genuine replica’, ‘people say that’ and that ‘studies show that’ may be used as weasel words.

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Legalese is the use of wording that resembles how a lawyer writes, especially in a way that confuses a layman. It refers to the technical talk of the legal profession, and it includes terms like ‘null and void’, ‘fiduciary duties’ and ‘diversity of citizenship’. 

Puffery is making of opinions or judgments by the seller of a property to a potential buyer that is not an actual representation of facts. It includes phrases like ‘fewer wrinkles in only minutes’.

Brand loyalty refers to dedication to the purchase of a particular product and service and having positive feelings towards that product. In terms of advertising with children, brand loyalty is used to refer to the building of a loyal customer base by targeting children who will continue to use a certain product throughout their adulthood.

            The Children’s Ethics Advertising Review Unit (CARU) operates as a self-regulatory organization in the United States established in 1974 by the National Advertising Review Council to act as an interdisciplinary unit and promote responsibility when advertising to children (Delmas, 2001). The organization assesses and evaluates adverts in all media to ensure correctness, truthfulness, and accuracy.

The term ‘Ad Creep’ refers to the spread of advertising into places where it had not traditionally been shown or been present.

Green fatigue refers to the tendency by consumers to become apathetic about green issues, mainly due to the overwhelming amount of ‘go green’ concepts being promoted in contemporary advertising and media discourse.  An example may involve one’s decision to toss plastic bottles in the garbage as opposed to recycling them because one no longer cares about taking them to the recycling center.

Short Answer

            The ‘Consumer Magna Carter’ refers to four basic consumer rights that President John F. Kenned y issued in a speech he gave in 1962. This declaration stated that all consumers possess four basic rights: the right to be heard, the right to safety, the right to be informed and the right to choose (Rossiter & Percy, 1987).

Consumerism, defined as a materialistic attachment to possessions, is quickly changing the way companies do business. More and more companies are appealing to the “self-gratification” nature of people’s behavior when advertising their products by emphasizing on the satisfaction that their product will bring the consumer.

Abercrombie & Fitch appears to have incorporated some controversial and questionable practices especially when their former CEO, Mike Jeffries, commented that only ‘cool kids’ and ‘good-looking people’ should wear their brand. He also stated that many people did not belong in the company’s clothing brand and that they can never belong in them.

Upton Sinclair’s The Jungle is a book written with the aim of not only describing the living conditions of American immigrants in Chicago and in other cities but also exposing the deeply rooted corruption in the society and its after-effects (Sinclair, 1906). This book portrays things as different from modern-day by depicting the way of life during the early twentieth century and the immigration conditions during those times. In some ways, Sinclair’s work is similar to modern society as it is an almost accurate representation of the current state of affairs in many cities the world over. The deeply rooted corruption practices by the ruling elite continue to be a major cause of poverty today as it was 100 years ago. Besides, during both eras, the lack of social support and the persistence of poor living and working conditions are major concerns in society.

            Drip pricing refers to hidden charges that sellers or manufacturers of certain products reveal to consumers or potential buyers at the last minute. The FTC issued a warning against drip pricing arguing that it contravenes the Consumer Magna Carta by violating consumers’ right to be informed. The practice also counts as false advertising which is liable for prosecution in court.

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The Magnusson-Moss Warranty Act of 1975 is a federal law of the United States that governs warranties given to consumer products. This act dictates that manufacturers, marketers, and sellers of all products should always provide consumers full and detailed information relating to warranty coverage and not hide information or distract the customer from the information in question (Rossiter & Percy, 1987).

Age compression is a term that is mostly used in the toy construction industry that refers to children generally moving faster through the play stages as opposed to how their progression was in the past. It may also be used in reference to the marketing of products for older children or possibly even adults to young children. This concept has greatly affected the way in which companies advertise their products because now companies do not necessarily have to make different adverts for the different target groups in the market but can alternatively make joined adverts that will appeal to its consumers generally across the board.

Ad Creep

            In the trailer for one of the movies, ‘A Pixar Crossover’, there is an advertisement just before the trailer starts. I think that seeing an advertisement before watching the trailer of a movie is an ‘ad creep’ as this practice was not common in the past. Moreover, trailers are unusual places to place advertisements as in essence they are already advertisements of the movie itself in the first place.

References

Delmas, M. (2001). Stakeholders and competitive advantage: the case of ISO 14001. Production and Operations Management10(3), 343-358.

Sinclair, U. (2006). The Jungle. 1906. A breakthrough novel that exposed the horrifying work conditions that immigrant workers suffered in Chicago’s meatpacking plants. New York, NY: MacMillan.

Rossiter, J. R. & Percy, L. (1987). Advertising and promotion management. London: McGraw-Hill Book Company.

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