Ethcis assignment

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George Brown College Canada **We aren't endorsed by this school
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CMMK 1087
Subject
Marketing
Date
Apr 18, 2023
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8
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Group 1: Vy Yen Tran Ting-Ju Chou Hung Chu Hoang Huong Giang Do Manupat Soithong ETHICS ASSIGNMENT
1. Find three specific brand/company examples of what you believe to be unethical marketing (hint: link to one of the 4 Ps). Your examples can include screen grabs of digital ads, print ads, a photo of an out-of- home advertisement, newspaper, direct marketing that you have received etc. The examples must be specific to marketing (e.g. Volkswagen greenwashing or Loblaws) and not business in general (e.g. Uber and the use of bribes to obtain/retain business). (15 marks) The examples must be real (not a meme); cite sources. The examples must be from the last five years. Be original! The examples cannot be something we have discussed in class. Explain why you think your example represents unethical marketing. Include your three examples (e.g. a photograph, a screen grab). If it is a TV ad you will need to submit the URL and the name and brand for the ad. Example 1: Biti's Marketing advertisement link: https://youtu.be/NVewgtqWqqI Biti's (full name: Binh Tien Consumer Goods Manufacturing Company) is a brand specializing in manufacturing shoes and sandals in Vietnam, established in District 6, Ho Chi Minh City in 1982. In 2021, Biti's shoe brand has launched a new collection called " Hunter Street Blooming Central" with the name "Central Pride Inspiration - Flowers in the Rock". This is a collection to honour the Central region, which is one of the three regions of Vietnam, along with the North and the South. With the material confirmed by Biti's side, it took a lot of investment, creative exploration, a variety of materials, as well as a lot of production effort. The fabric that the company commits to using is Tay Nguyen brocade fabric, woven by local people living in the Central region. However, soon after, Blooming Central suddenly received criticism from the public when it was discovered to use fabric named Hangzhou brocade which is a popular Chinese product, which can be easily purchased on the Taobao e-commerce platform. with wholesale prices from only $2.5 CAD/meter. This Hangzhou nylon brocade is very popular in making low-priced souvenirs. This kind of brocade is originally designed as "instant noodles", jacquard weaving with average quality and low durability and once again committing the mistake of cultural appropriation, as well as not honouring "Proudly made" products in Vietnam, and especially taking "Inspiration from the Central" as Biti's said in the promotion campaign. Not only was accused of using Chinese brocade but Biti's was also subjected to comments about the different embroideries on brocade patterns with Vietnamese patterns (the royal art of the Nguyen Dynasty). I believe this brand uses unethical marketing is the brand had deceived consumers, they had falsely advertised to target the patriotism and national pride of buyers. It is completely unacceptable to promote a collection that celebrates the beauty of one's country but uses fabrics and patterns from another country. If this case is not exposed, customers will buy with the psychosphere of supporting the country's products and feel proud to wear these shoes. Nevertheless, they wear a pair of shoes that are completely unrelated to Vietnam from materials to patterns.
The details use Biti's brocade fabric which is a low-quality fabric sold on Taobao in China. Photo from FB: Bao Quoc La Example 2: Peloton In 2019, Peloton, an American fitness equipment company, released a holiday commercial entitled "A Gift That Gives Back", about a woman who receives a Peloton exercise bike from her husband as a Christmas gift and records her workout on the bike every day (Andrew, 2019). While the plot may seem sweet, the woman's facial expressions appeared to suggest panic and fear. This caused controversy when the ad aired and led to a loss of trust from many customers. The commercial was criticized as sexist because the female protagonist is represented as needing to work out to maintain her already slim figure, to meet her husband's expectations. This advertisement conveys negative values and implies that women must lose weight and improve their bodies to please their partners. Peloton's marketing should avoid promoting such controversial and offensive messages, but instead promote a healthier approach. Resource: https://www.youtube.com/watch?v=ijof8uw4OHs Example 3: Nike "Believe in Something" from Nike (2018) I think it's offensive. In 2018, Nike launched an advertisement called Believe in Something, Even if it means sacrificing Everything, using Colin Kaepernick as a model. Colin Kaepernick is one of the most controversial figures in sports history. Still, that didn't stop Nike from choosing him as the face of their brand in 2018. NFL player Colin Kaepernick, who had become a controversial figure after he began kneeling during the national anthem before games as a form of protest against police brutality and racial injustice in the United States. The ad featured a close-up picture of Kaepernick with the words "Believe in something. Even if it means sacrificing everything." After this ad was launched, many people started to boycott Nike and also some people thought it was powerful in support of civil justice and civil rights. But I think the company
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