![]() ![]() For those who derive most of the significant information that shapes their lives solely through electronic sources, nothing other than social media–based appeals stands much chance of influencing their purchasing decisions. These are bold claims-as are the claims of some advertising-but Jensen argues convincingly that social media platforms reach many consumers, especially younger ones, who simply cannot be captured by conventional advertising schemes. Today, using social media to create brand awareness, drive revenue, engage current customers, and attract new ones isn’t optional anymore. Social media platforms have evolved to symbolize the status of both individuals and businesses alike. Kelly Jensen, a digital-marketing consultant, observed that we inhabit a “Digital Era” in which “the internet is arguably the single most influential factor of our culture-transforming the way we view communication, relationships, and even ourselves. Relevant to any discussion of the influence and ethics of advertising is the emergence and dominance of social media, which now serve as the format within which many people most often encounter ads. All these tactics raise serious ethical concerns that we will consider here. Some ads may make claims containing only the thinnest slice of truth or exaggerate and distort what the goods and services can actually deliver. ![]() ![]() Yet some advertising is intended to lead to the purchase of goods and services we do not need. Because as consumers we need and want to be informed, this feature of advertising is to the good. The advertising industry revolves around creating commercial messages urging the purchase of new or improved products or services in a variety of media: print, online, digital, television, radio, and outdoor. ![]()
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