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Abstract

This paper reviews three ethical dilemmas currently facing advertisers for cars, fast food and pharmaceuticals in the U.S., U.K. and Australia, and discusses Australian industry responses to these dilemmas. In Australia, as in the U.S. and U.K., the main response mechanism for advertisers has been the introduction of self‐regulatory codes of practice. It is important to note that in a number of cases there is no conclusive evidence of the argued harm from advertising that is subsequently banned or regulated. A review of the general and trade press, and the records of the Australian Advertising Standards Board, finds that industry responses tend to be based on industry rather than community concerns, with the primary motive being to avoid deleterious outcomes for the industry rather than for society as a whole.

Copyright © 2007 John Wiley & Sons, Ltd.

Important decisions in the area of health are made by consumers every day. However, there has been insufficient attention to determining the best theoretical foundations on which promoting health should proceed. This article proposes that, in many cases, behavioral decision theory (BDT) is more useful than traditional economic utility theory for the marketing of health behaviors to the public. The article discusses some of the implications of BDT for health marketing, and reviews the findings of three pilot studies conducted to examine these implications. Study 1 examines the evaluation of multiple gains and multiple losses in the health domain; Study 2 examines the applicability of price-bundling concepts to gymnasium membership usage; and Study 3 examines the effect of time perspectives on health decisions. The implications of these findings for health marketing, and suggestions for future research, are discussed.

PurposeGiven the role that food marketing plays in influencing dietary patterns in children, the aim of this article is to explore the internet‐based marketing tactics employed by eight leading Australian food companies that produce and distribute foods that are predominantly consumed by children.Design/methodology/approachThe marketing policies and child‐targeted internet marketing practices of eight major Australian food companies were examined.FindingsSeven of the eight food companies have web sites or sections of sites that are devoted to children and/or teenagers; with downloadable materials and extensive direct marketing. Of most concern was the collection of detailed personal information from children and/or teenagers, which was evident on the web sites of five of the seven food companies that have such sites.Research limitations/implicationsThis study examined only eight Australia food companies, so the findings cannot be generalized to other companies, or companies in other countries. The study was conducted at a specific point in time and, given rapid changes in internet marketing, it is likely that new strategies and messages will have emerged since data collection.Originality/valueThe article provides a unique snapshot of internet marketing practices of a sample of Australian food companies targeting children and adolescents, and raises important issues for discussion regarding the appropriateness and ethics of some of these practices.

Abstract

Coinciding with the rise of 'raunch culture', a new female stereotype has emerged in advertising – the 'lusty, busty exhibitionist' who exudes sexual power and confidence. Previous research has generally found that women react less positively to female sexual images in alcohol advertising than males, but different sexual stereotypes have not been explicitly examined. The present study utilizes different types of sexual appeals in three televised advertisements for alcohol brands and investigates the relationship between types of sexual imagery and attitude to the advertisement, stated reasons for (dis)liking the advertisement and purchase intention (PI) among 268 Australian university students. Surprisingly, an advertisement using the new stereotype was actually liked less overall by females than an advertisement using the traditional passive demeaning/sex object stereotype. Females liked all of the advertisements significantly less than males, although there was considerable variation in male attitudes towards an advertisement that was generally perceived to contain sexist or demeaning humour. The findings of our study raise two important cautions for the alcohol (advertising) industry and for public policy. First, advertisers and policy makers need to be aware that a substantial proportion of consumers are offended by such portrayals. Second, in a climate in which consumers and advocates are increasingly voicing concerns over the ineffectiveness of the self‐regulatory system, policy makers need to consider the introduction of a regulatory framework.

Copyright © 2009 John Wiley & Sons, Ltd.