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Is Self-Identity Image Advertising Ethical?

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  • Bishop, John Douglas

Abstract

Discussions of the ethics of advertising have been based on a general distinction between informative and persuasive advertising without looking at specific techniques of persuasion. Self-identity image ads persuade by presenting an image of an idealized person-type such as a “beautiful” woman (Chanel) or a sexy teen (Calvin Klein). The product becomes a symbol of the ideal, and target consumers are invited to use the product to project the self-image to themselves and others. This paper argues that image ads are not false or misleading, and that whether or not they advocate false values is a matter for subjective reflection. Image ads can undermine a consumer’s self-esteem by collectively omitting images authentic for that sort of person (such as large women), and by combining impossible images with implied gaze. Image ads generally do not undermine autonomy of choice, internal autonomy, or social autonomy. It is concluded that image advertising is a basically ethical technique, but several recommendations are given on how use of image advertising can avoid specific harms.

Suggested Citation

  • Bishop, John Douglas, 2000. "Is Self-Identity Image Advertising Ethical?," Business Ethics Quarterly, Cambridge University Press, vol. 10(2), pages 371-398, April.
    • Handle: RePEc:cup:buetqu:v:10:y:2000:i:02:p:371-398_00
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    Cited by:

    1. Sylvie Borau & Jean-François Bonnefon, 2019. "The Imaginary Intrasexual Competition: Advertisements Featuring Provocative Female Models Trigger Women to Engage in Indirect Aggression," Journal of Business Ethics, Springer, vol. 157(1), pages 45-63, June.
    2. Michael R. Hyman & Alena Kostyk & David Trafimow, 2023. "True Consumer Autonomy: A Formalization and Implications," Journal of Business Ethics, Springer, vol. 183(3), pages 841-863, March.
    3. Sylvie Borau & Marcelo Vinhal Nepomuceno, 2019. "The Self-Deceived Consumer: Women’s Emotional and Attitudinal Reactions to the Airbrushed Thin Ideal in the Absence Versus Presence of Disclaimers," Journal of Business Ethics, Springer, vol. 154(2), pages 325-340, January.
    4. M. Hyman, 2009. "Responsible Ads: A Workable Ideal," Journal of Business Ethics, Springer, vol. 87(2), pages 199-210, June.

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