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【关 键 词】传媒,道德,案例研究
Thiscasetalkabouttheethicaldimensionsofhowmarketingmessagearepresentedandwheretheyare.Guerrillamarketinginourlife,someguerrillamarketinglooklikenotadvertising,andconsumerornormalpeopledon’tknowthisisadvertisingornot.Guerrillamarkingalwaysusenoveltywaystoshowproduct,sometimepeoplecan’tbelieveeveryguerrillamarketing,becausetheyarealwaysdoubtthisisadvertisingornot,andindicatedthattherearesomeethicalproblemswithguerrillaadvertisingimplementations.Especiallytheads,whichincludefear-appeal,mayirritatepeople.Also,distractionofattentionintrafficistheotherimportantethicalproblem.Thesekindsofguerrillaadayreducetheeffectivenessofadvertisementsingeneralanddislikeofapany’sadmayleadtobiasedreactionstowardutureadvertisements.Ethical,legalandsocietalboundarieustbeconsideredinguerillaadvertisingstrategies.Insummarketersoftodayhetotakegreaterresponsibilityforthenegativeimpactsofthepracticesofguerillaadvertising.Guerrillamarketinghasaethicsproblemiakeconsumerdoubteverythingisaadvertising,distrusteverything,sometime,guerrillamarketingwill“hurt”consumer,thatincludementalandbodyself.“Companiesattempttoreachprivateworldsofconsumersandgivethemmemorableexperiencewiththeirbrandsbyusingguerrillamarketingtools.“Guerillamarketingmayincludesomedangers.Forexample,adsplacedinthemiddleoftheroadmaydistractthedrivers,thuscausingtrafficaccidents.Inaddition,guerillaadsplacedonpublicbuses,cabs,orprivatevehicles,bothbecauseoftheircontentandtheirdesigncarrytheriskoftrafficaccidentsbyjeopardizingthetrafficflow.Guerrillaadvertising,whichisoneoftheguerrillamarketingtools,usuallyattractstheattentionofconsumersbutsometimesirritatesandannoystheconsumersandevenbreaksthelaw.”Andexplorestheethicaldimensionsofhowmarketingmessagesarepresentedandwheretheyarepresented.ThoseethicalproblemsIfoundfromweb,ethicsproblemsofguerillamarketingincludethetrespassingonprivateproperty,defacingprivateorpublicpropertyandnotgettingpermissionfromthepropertyowners.CurranandSeatonhasarguedthatplacingBurgerKingstickersonbusschedulestoindicatestorelocationaybeconsideredanactofvandali.Picturesorpamphletsplacedillegallyonotherplaces（publicbuses,busstops,buildingwalls）alsopointouttothesameproblem.”Therehasaexampleofethicsproblemguerrillamarketing,thatis“Perlodentad,inatoothpasteadthatisattachedtothebottleopenerapparatusoftheCocaColendingmachineawomanopeningthebottlewithherstrongandwhiteteethisdisplayed.Whenacustomerusesthebottleopenerpartofthevendingmachineitisthewomanwithherwhiteteeththatopensthebottle,thustheadvertisementaimsatgivingtheimpressionthatthetoothpasteisveryeffective.”IthinkaboutthisguerrillamarketingwithethicsproblemisifapeopleusetoothtoopenaCacaColabottle,thatisdangerous,especiallythatisachild,almost,childrensawthisguerrillamarketing,theywanttodolikethisthat,kidsusuallyimitatethebehiorstheyfindinteresting.Intheabsenceofaparentoraguard,thekidmayattemptatopeningsuchmetallids,whichmayleadtoseriousinjuries.Infact,“today,amidclutteredmediainaworldclutteredwithmedia,marketers,outofnecessity,arecreatingever-more-inventivewaystogetourattention.”Ithinkguerrillamarketingisnotamistake,Somefeelingfrommyself,Ilikesomeguerrillamarketing,becauseitcangivemesurprise,notlikenormaladvertising,withverygoodartdesign,atnow,peopledon’theinterestingtowatchnormaladvertising,whenaudiencewatchingTV,butthattimeheadvertising,peoplejustfeeltheadvertisingisatrouble,don’twanttocareit,thatistruth,normaladvertisingreallyisatroublewithaudienceand,itveryboring,wasteourtime,andwithoutanyeffectstoaudients.Sothistime,guerrillamarketingappeared.
Finally,Iwanttotalkaboutmyopinionwithfutureofguerrillamarketing,Ithinkmarketerneedpayattentioninethicsproblemofguerrillamarketing,everyadvertisingiorsellproductthatwithoutdoubt,butbeforethat,Ithingmarketerneedthinkaboutconsumermore,someguerrillamarketinglooklikeverygoodandverynovelty,butitmaybeisapotentialdangerforconsumer,especiallyforchildren,ifaguerrillamarketingbringbloodyaccidentorpsychologicalshadowtoconsumer,itcannotappearintheworld.Butatnow,wehenotlowwithguerrillamarketing,sofollowmediaethicsguidelineiseryimportantresponsibilityofguerrillamarketing.Ithinkguerrillamarketingcannotalienationfrompeople,itwillbeconsummateinthefuture,Ibelievewillhemorepeopletrustguerrillamarketingandlikeguerrillamarketing,itwillpopularthantraditionaladvertising.Ijusthopeitgoodforsellproduct,sametimegoodforconsumerorallpeoplewhowillbeaffect.
REFERENCES
1.“GuerrillaMarketingCommunicationToolsandEthicalProblemsinGuerillaAdvertising”2010,AmericanJournalofEconomicsandBusinessAdministration2（3）：P280-286.
2.“MediaEthics：CasesandMoralReasoning,EighthEdition”2009,CliffordG.Christians；MarkFackler；KathyBrittainMcKee；PeggyJ.Kreshel；RobertH.Woods,P123-125.