Advertising Ethics as Part of International Communication

these advertisements, can consider their use for their health, especially the risks obtained rather than the benefits obtained

c. Targeted public state

In making advertisements, the producers must have targeted their advertisements to the right target, that is, to target the particular consumer market, for example, a car advertisement targeted that its advertisement could appeal to the upper middle class (because in reality they were the ones who could afford it). If this is conveyed inaccurately, it can lead to ethical issues for the lower class of society. Is it ethical if there are advertisements about luxury cars in the midst of a chaotic society and the majority are below the poverty line? Because with this kind of advertising, the dividing line between the rich and the poor will get thicker

d. Habits in the field of advertising

Advertising is always practiced within the framework of a tradition, in which in that tradition, people are used to serving advertisements in a certain way. There are already rules of the game that are agreed upon implicitly or explicitly and which often cannot be separated from the ethos that characterizes that society (Bertnes, 2000: 280)

Closing

Advertising is a commercial product that has become an international culture in all countries in the world. Advertising can help a product to be better known and develop financially in society. However, many companies often ignore the elements of ethics in advertising, even though advertising ethics is an important factor that must be considered. Advertising ethics is not standardized internationally, but follows the culture and habits of the regional community in the country. Advertising ethics relates to the content of advertisements, the language used in advertisements, to the objectives or targets of advertisements. Ethical advertising means paying attention to the elements of communication in it. Conversely, unethical advertising means ignoring the elements of communication.